HEADING OUT HAIR AND BEAUTY PTY LTD

What HEADING OUT HAIR AND BEAUTY PTY LTD does

Heading Out Hair and Beauty Pty Ltd is a privately held Australian salon business founded in 1998 by Caterina Di Biase and operating from two locations in Melbourne — 225 Brunswick Street in Fitzroy and 1/74 Doncaster Road in Balwyn North. The company delivers hair services (cuts, colour, extensions, perms, keratin smoothing, treatments, special-event styling), beauty services (manicures, pedicures, sugaring, waxing, brows and lashes), professional makeup, and bridal packages, alongside an in-house AHPRA-endorsed Nurse Practitioner offering cosmetic treatments. Service revenue is generated through a tiered pricing model keyed to stylist experience level, with appointments booked via the third-party Phorest platform and pricing varying by hair length, thickness, and service complexity.

The business operates a direct-to-consumer model with no proprietary technology of its own; the underlying stack consists of standard e-commerce (Shopify storefront) and booking software. Retail revenue is generated through an e-commerce store carrying professional hair care products from ten partner brands — K18, Kérastase, Kevin.Murphy, Wella, Sebastian, INNOLUXE, ELEVEN Australia, REF Stockholm, NIOXIN, and FABRIQ — sold alongside in-salon service. Customer acquisition runs through organic social channels (Facebook, Instagram, YouTube, TikTok, Pinterest), an email newsletter, and earned media from international trade press features.

Heading Out is founder-led, bootstrapped, and privately held, with a team of approximately 13 professionals across both salons. Reputation is anchored on Caterina Di Biase's 4x Australian Hairdresser of the Year recognition and 93+ career award wins, plus the broader brand's 30+ industry awards and reported 10,000+ clients served over 25+ years of operation. Geographic footprint is restricted to Victoria, Australia, with brand visibility extended internationally through trade press and fashion-week Hair Director roles.

Name

HEADING OUT HAIR AND BEAUTY PTY LTD

Legal name

Heading Out Hair and Beauty Pty Ltd

Website

https://headingout.com.au

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Heading Out Hair and Beauty is a privately held, award-winning Australian salon operating two locations in Melbourne's Fitzroy and Balwyn North suburbs. Founded in 1998 by Caterina Di Biase, the company offers hair, beauty, makeup, and bridal services plus retail of professional hair care products to Melbourne consumers.

Ownership category

akta.pro rank

Product category

Hair Salon Services

NAICS

Beauty Salons (812112), Hair, Nail, and Skin Care Services (81211), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Unisex/Family Hair Salons (HSALAAAC)

akta.pro secondary industries

Haircutting & Styling Services (HSALAAAD), Hair Coloring & Highlights Services (HSALAAAE), Women's Hair Salons (HSALAAAA), Special Occasion Hair & Makeup Services (Non-Bridal) (HSALALAH), Textured Hair & Protective Styling (Braids/Twists/Locs) (HSALAAAH), Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB)

Keywords

• Hair salon services
• Professional hair coloring
• Bridal hair styling
• Beauty salon treatments
• Professional hair products

Headquarters

HQ city

Fitzroy

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Others

Revenue model

1. Hair and Beauty Services: Service-based revenue from haircuts, colouring, treatments, extensions, beauty services (manicures, pedicures, sugaring, waxing, brows/lashes), makeup services, and bridal packages.
2. Professional Hair Care Products: Retail sales of professional hair care products including shampoo, conditioner, treatments, and styling products from partner brands.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Heading Out Hair & Beauty operates two physical salon locations in Melbourne (Fitzroy and Balwyn North) delivering professional hair services (cuts, colour, extensions, perms, keratin treatments, special event styling), beauty services (manicures, pedicures, sugaring, waxing, brows and lashes), makeup services, and bridal packages. The company also retails professional hair care products from partner brands such as K18, KÉRASTASE, KEVIN.MURPHY, ELEVEN Australia, WELLA, Sebastian, INNOLUXE, FABRIQ, REF Stockholm, and NIOXIN through its e-commerce store.

Product overview

Heading Out Hair and Beauty is a multi-award winning Australian hair salon founded by 4x Australian Hairdresser of the Year Caterina Di Biase. The business operates two salon locations (Fitzroy and Balwyn North in Melbourne) offering a combination of professional services and curated professional hair care products. The service portfolio includes hair services (cuts, colour, extensions, perms, keratin treatments), beauty services (manicures, pedicures, sugaring, waxing, brows & lashes), makeup services, and bridal packages. The product offering centers on an e-commerce store selling professional hair care products from major brands including ELEVEN Australia, FABRIQ, INNOLUXE, K18, KÉRASTASE, KEVIN.MURPHY, NIOXIN, REF Stockholm, Sebastian, and WELLA. The company also offers exclusive hair collections designed by Caterina Di Biase, including the award-nominated Eclectic Reminiscence collection. This is a service-led business with a curated product retail component rather than a unified software platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Hair Services Professional hair services including cuts and styling, colour services (global colour, highlights, balayage, retouch root colour, full head highlights, full head balayage), hair extensions, perms, keratin smoothing and straightening, treatments, and special event hair styling for clients across the two Melbourne salon locations.
• Beauty Services Beauty treatments including manicures, pedicures, DAZZLE Dry manicures, full body spray tan, sugaring hair removal, waxing, brow lamination, and brows and lashes services offered to complement hair services.
• Makeup Services Professional makeup application services for brides and special events including bridal trials, day-of bridal makeup, spring racing hair and makeup, and special events makeup styling.
• Bridal Services Wedding hair and makeup packages including Bridal Trial (from $249), Bride on the Day (from $222), and Silver and Gold complete bridal styling packages for brides and bridal party members.
• Professional Hair Care Products (Retail) Retail sale of professional hair care products from partner brands including K18, KÉRASTASE, KEVIN.MURPHY, ELEVEN Australia, WELLA, Sebastian Professional, INNOLUXE, FABRIQ, REF Stockholm, and NIOXIN. Products cover shampoo, conditioner, hair masque, treatments, and styling products (styling lotion, hairspray, pomade, mousse, styling mists and sprays) sold via the headingout.com.au online store.

Quantifiable outcome

• 4x Australian Hairdresser of the Year award recipient
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

13 partnerships are on record, tiered core and minor.

• K18coreOthersProfessional hair care brand partnership. K18 products stocked include Leave-In Molecular Repair Hair Mask, Peptide Prep Detox Shampoo, Molecular Repair Hair Oil, and TripleBright Purple Shampoo.
• KÉRASTASEcoreOthersPremium professional hair care brand. Products include Gloss Absolu, Blond Absolu, Chroma Absolu, Chronologique, Genesis, Nutritive, Résistance, Symbiose ranges. Multiple product lines stocked including shampoo, conditioner, masque, and treatments.
• KEVIN.MURPHYcoreOthersProfessional hair care brand. Extensive product range including Blow.Dry, Curl, Detox, Everlasting.Colour, Hydrate, Protect, Rejuvenate, Repair, Smooth, Style & Control, Texture, Thickening, and Volume lines.
• ELEVEN AustraliacoreOthersAustralian professional hair care brand. Products include Repair My Hair, Keep My Curl, Miracle treatments, and styling products.
• WELLAcoreOthersProfessional hair care brand. Products include Ultimate Smooth, Ultimate Repair, and EIMI styling lines including dry shampoo, volume mousse, setting spray, and ocean spritz.
• Sebastian ProfessionalcoreOthersProfessional hair care brand. Products include Trilliant, Texture Maker, Dark Oil, and Drench ranges for styling and hydration.
• INNOLUXEcoreOthersProfessional hair care brand. Products include Elixir V3, Platinum range for blonde hair, #SAVED range, and Calm Down line for sensitive scalps.
• FABRIQminorOthersProfessional hair care brand. Products include Hydrate, Soothe, Safe, and Build ranges in shampoo, conditioner, and masque formats.
• REF StockholmminorOthersSwedish professional hair care brand. Products include Ultimate Repair, Intense Hydrate, and Weightless Volume ranges.
• NIOXINminorOthersScalp care and hair thinning brand. Products include System 1-6 trial kits and scalp revitalising conditioners.
• GHDcoreOthersProfessional hair styling tools brand featured as preferred partner for heat styling equipment.
• Miss Universe AustraliacoreStrategic or Co-development PartnerCaterina Di Biase served as Hair Director for Miss Universe Australia pageant from 2018-2022, providing styling for contestants.
• L'Oreal Melbourne Fashion FestivalcoreStrategic or Co-development PartnerHair Director role for L'Oreal Melbourne Fashion Festival 2009-2014 and L'Oreal Professionnel Australian Ambassador.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Franck Provost: European premium salon chain with Australian presence, offering hair and beauty services targeted at the same mid-to-premium female consumer that Heading Out serves.
• Just Cuts: Australia's largest hair salon franchise, focused on volume cuts and accessible pricing — competes for the same Melbourne consumer base but at sharper price points than Heading Out.
• Sassoon Salon: Internationally recognised hairdressing brand with editorial and educational pedigree, comparable to Heading Out's award-driven positioning and premium service mix.
• Toni&Guy Australia: Global premium hairdressing franchise with multiple Australian salon locations, offering cuts, colour and styling services to a comparable consumer demographic and competing directly for premium-segment clients.
• Hairhouse Warehouse: Australian chain combining salon services with retail product sales of professional brands — operationally comparable to Heading Out's combined service-plus-retail model.

Direct peers

• Biba Salons: Australian boutique salon chain focused on premium hair services, styling and bridal work with multiple locations — a direct competitor for Heading Out's service offering and bridal packages.
• Oscar Oscar Salons: Australian premium salon group offering high-end cuts, colour and styling with a tiered pricing model by stylist seniority — directly comparable in positioning and target customer to Heading Out's two Melbourne locations.
• Joh Bailey Hair: Sydney-based high-end Australian salon with strong editorial and celebrity reputation, comparable to Heading Out's premium positioning and editorial heritage.
• Eckersley Hair: Melbourne-based multi-location premium hair salon offering colour, cut, and styling services — directly comparable geography and customer base within the Melbourne salon market.

Others

• Kevin.Murphy (Brand): Professional hair care brand stocked by Heading Out's e-commerce store; relevant as a supplier/ecosystem partner rather than a direct competitor, illustrating the brand-ecosystem dynamics of the premium salon space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/HeadingOutHair
• Facebookfacebook.com/headingouthair
• Instagraminstagram.com/headingouthair
• TikToktiktok.com/@headingouthair
• Pinterestpinterest.com/hohb
• LinkedInlinkedin.com/company/heading-out-hair-and-beauty-pty-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

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 HEADING OUT HAIR AND BEAUTY PTY LTD