Depilex Group

What Depilex Group does

Depilex Group is a Pakistan-based beauty and wellness company founded in 1980 by Masarrat Misbah, who continues to serve as CEO. The company operates the largest branded salon network in Pakistan with 90+ locations nationwide, structured through a three-tier franchise model: The Haven by Depilex as the flagship Luxe tier, Depilex Beauty Clinic as the Signature tier, and Depilex Express as the lower-priced Express tier. Franchise investment ranges from 1 Crore PKR to 5+ Crore PKR depending on the tier, indicating a deliberate stratification to capture different customer price points and franchisee capital capacities.

The business extends beyond service delivery into a vertically integrated beauty ecosystem. The Depilex Institute and College of Cosmetology operate across 5 cities and have produced 10,000+ certified graduates, supplying trained professionals to the salon network and to the broader Pakistani beauty industry. International partnerships with City & Guilds, IHB, ILO, NAVTTC, PSDF, and TEVTA provide external credentialing and tie training to recognized qualification frameworks. The group also operates the Depilex Smileagain Foundation, a nonprofit subsidiary providing reconstructive services to acid attack survivors, which contributes to brand positioning and social impact narrative.

The revenue model is a mix of company-operated salon revenue, franchise fees and royalties, and tuition from the training institutes. The customer base is overwhelmingly B2C, distributed across thousands of individual consumers in Pakistan's urban markets, with a secondary B2B component in franchise partners and a tertiary channel in training students. The group employs 1,500+ team members, is family-owned with no disclosed external funding, and has recently expanded internationally with the establishment of Depilex USA under Director Hafsa Haseeb.

Name

Depilex Group

Legal name

Depilex Group

Website

https://depilexgroup.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Depilex Group is Pakistan's largest branded beauty and wellness company, operating 90+ salons nationwide through a three-tier franchise model, supported by in-house cosmetology training institutes and a nonprofit social impact foundation.

Ownership category

akta.pro rank

Product category

Beauty and Wellness Services

NAICS

Beauty Salons (812112), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Barber Shops (812111)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro industry

PRIMARYHSALAAAC

Unisex/Family Hair Salons

Home & Personal Services/Personal Care & Beauty Services/Hair Salons & Styling Services

SECONDARYHSALALAK

Bridal Beauty Packages & Bundles

Home & Personal Services/Personal Care & Beauty Services/Bridal & Special Occasion Beauty Services

SECONDARYHSALAAAJ

Updos & Formal Styling Services

Home & Personal Services/Personal Care & Beauty Services/Hair Salons & Styling Services

SECONDARYHSALABAF

Barber Shop + Salon Hybrid Services (Unisex)

Home & Personal Services/Personal Care & Beauty Services/Barber Shops

Keywords

• Beauty salon services
• Spa and wellness
• Professional cosmetology training
• Beauty franchise opportunities
• Salon and grooming

Headquarters

HQ city

Lahore

HQ country

Pakistan

HQ region

Asia

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure

Revenue model

1. Salon and Spa Services: Direct revenue from hair, skin, makeup, bridal, grooming, and wellness services across 90+ salon locations nationwide. Services are offered at different price points based on tier (Luxe, Signature, Express).
2. Franchise Fees: Revenue from franchise setup fees and ongoing franchisee support. Franchise tiers include Luxe (5+ Crore PKR investment), Signature (1-3 Crore PKR), and Express (under 1 Crore PKR).
3. Education and Training Programs: Revenue from Depilex Institute, College of Cosmetology, and vocational training programs. Programs include certificates, diplomas, and professional courses in cosmetology, makeup, and beauty therapy.
4. Product Sales: Sale of beauty products including international and local brands at salon locations. Premium products used at Luxe tier locations.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels10 records

Core offering

Depilex Group operates Pakistan's largest chain of beauty salons and spas with 90+ locations nationwide across three tiers: Luxe (The Haven by Depilex), Signature (Depilex Beauty Clinic), and Express (Depilex Express). The company offers hair, skin, makeup, bridal, and grooming services to individual consumers, alongside franchise opportunities for entrepreneurs and vocational beauty training through Depilex Institute and Depilex College of Cosmetology.

Product overview

Depilex Group operates a three-tier salon and spa network spanning Luxe (The Haven by Depilex for women and men), Signature (Depilex Beauty Clinic and Depilex Men), and Express (Depilex Express and Depilex Men Express) tiers. The company also runs educational ventures including Depilex College of Cosmetology, Depilex Institute with campuses in Karachi, Lahore, Islamabad, Rawalpindi, and Peshawar, and Vocational Training with free programs for underprivileged women. The portfolio is unified under a single brand promise of quality without compromise, offering services from luxury spa experiences to quick affordable grooming, alongside professional beauty education and franchising opportunities.

Differentiator

Problem solved

Functional benefit

Brands

• The Haven by Depilex: Luxury salon and spa for women offering personalized, high-end beauty experiences with private suites, traditional Hammams, and personalized consultations.
• The Haven by Depilex Men
• Depilex Beauty Clinic
• Depilex Men
• Depilex Express
• Depilex Men Express
• Depilex College of Cosmetology
• Depilex Institute
• Depilex Smileagain Foundation

Products and services

• The Haven by Depilex Luxury salon and spa offering personalized, high-end beauty experiences with private suites, traditional Hammams, and personalized consultations for women seeking premium beauty and wellness services.
• The Haven by Depilex Men Upscale grooming lounge for men offering elite barbering and skincare services in a serene, exclusive environment within the Luxe tier.
• Depilex Beauty Clinic Pakistan's most trusted full-service salon for women offering expert styling, makeup, skincare, bridal, and grooming services under one roof in the Signature tier.
• Depilex Men Full-service professional grooming for men with expert haircuts, styling, and skincare in a refined setting within the Signature tier.
• Depilex Express Quick, quality salon services for women offering accessible beauty and grooming at affordable prices without compromising on Depilex standards in the Express tier.
• Depilex Men Express Efficient haircuts and grooming services for men providing great style with quick turnaround at affordable prices in the Express tier.
• Depilex Institute Pakistan's leading certificate-level beauty school network with campuses in Karachi, Lahore, Islamabad, Rawalpindi, and Peshawar, offering professional cosmetology training programs.
• Depilex College of Cosmetology Advanced diploma programs preparing students for global beauty careers with internationally aligned curriculum and accreditation from bodies such as City & Guilds and IHB.
• Depilex Franchise Program Franchise business opportunity with three tiers (Luxe at 5+ Crore PKR, Signature at 1-3 Crore PKR, Express at under 1 Crore PKR) offering 360-degree operational support including site selection, training, marketing, and ongoing mentorship for entrepreneurs.

Quantifiable outcome

• 90+ salons operating nationwide
• +5 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• NAVTTC (National Vocational and Technical Training Commission)coreStrategic or Co-development PartnerStrategic partnership with Pakistan's national vocational training body to deliver certified beauty training programs and develop employable skills for youth across the country.
• PSDF (Punjab Skills Development Fund)coreStrategic or Co-development PartnerCollaboration with Punjab Skills Development Fund to provide vocational training and create employment pathways for underprivileged communities in Punjab province.
• TEVTA (Technical Education and Vocational Training Authority)coreStrategic or Co-development PartnerPartnership with TEVTA to deliver certified beauty training programs and develop skilled workforce in technical and vocational education.
• ILO (International Labour Organization)coreStrategic or Co-development PartnerTraining partnerships with ILO to uplift global standards in beauty education and create sustainable livelihood programs for women and youth.
• IHB (Institute of Hairdressers and Beauticians)coreStrategic or Co-development PartnerInternational affiliation with IHB for globally benchmarked education and training aligned with industry best practices, enhancing career opportunities for graduates.
• International Hair & Beauty CouncilcoreStrategic or Co-development PartnerInternational accreditation body ensuring curriculum alignment with global beauty industry standards and professional development requirements.
• City & GuildscoreStrategic or Co-development PartnerInternational certification partnership making Depilex Institute Karachi the first platform in Sindh for City & Guilds international beauty education qualifications.
• USAIDminorStrategic or Co-development PartnerWomen's Day Honor recipient in 2018; collaboration on women's empowerment initiatives and community development programs.
• Agha Khan Social BoardminorStrategic or Co-development PartnerInternational collaboration with Agha Khan Development Network for social impact and community uplift initiatives.
• IDSP (International Development Support Program)minorStrategic or Co-development PartnerTraining partnership support for international development and skills training programs.
• VTI (Vocational Training Institute)minorStrategic or Co-development PartnerTraining partnerships with VTI for skills development and vocational training collaboration.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Jawed Habib Hair & Beauty: An Indian chain with 1,000+ salons using a franchise and training-driven model. Comparable in heavy franchise expansion and tiered pricing strategy targeting mass-market to premium consumers.
• Bloom Aesthetic Clinic: A Pakistan-based aesthetic and skincare clinic chain. Comparable as a newer entrant offering premium skin, hair, and cosmetic services that overlaps with Depilex's Haven tier offerings.

Broad incumbents

• Naturals Salon & Spa: One of India's largest salon chains with 700+ locations and franchise-led expansion. Comparable in operating model (franchise-driven multi-tier salons) and provides a benchmark for what Depilex could become at scale in South Asia.
• Lakme Salon (Hindustan Unilever): A dominant Indian salon chain owned by Hindustan Unilever, operating 500+ locations. Comparable as a mass-market branded salon network with affiliated training academy and product retail business model.
• Jean Claude Biguine: An international luxury salon franchise with presence in South Asia. Comparable as a multi-tier hair and beauty services brand with franchise-driven expansion, competing with Depilex in the premium segment.

Direct peers

• Tips & Toes (Pakistan): A direct competitor in Pakistan's organized salon segment operating multiple locations with hair, skin, and bridal services. Comparable as a multi-location branded salon chain targeting similar customer segments in Pakistan.
• Salon 5th Element: A Lahore-based salon offering hair, skin, and bridal services. Competes directly with Depilex Beauty Clinic for premium clientele in Lahore's DHA and Gulberg areas.
• Marquee Salon: A premium Pakistani salon brand offering hair, makeup, and skincare services. Directly competes with Depilex's Signature and Luxe tiers in major Pakistani cities with similar mid-to-premium positioning.

Others

• City & Guilds (training programs): An existing partner of Depilex Institute providing international beauty qualifications. Comparable as an accreditation and training partner rather than a competitor; relevant for benchmarking Depilex's education vertical strategy.
• Hilton College (South Africa): An international beauty training institution. Comparable as a beauty education provider that competes with Depilex Institute for international student enrollment in vocational beauty programs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/DepilexOfficial
• YouTubeyoutube.com/@depilexliveofficial?si=0J_hvhtbdRSYMLSF
• Facebookfacebook.com/Depilexgroup
• LinkedInlinkedin.com/company/depilex-group
• Instagraminstagram.com/depilexgroup
• TikToktiktok.com/@depilexofficial?_r=1&_t=ZS-966iqkIzyuT
• Pinterestpin.it/TsAwzSDc0

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Depilex Group