Private Beautician

What Private Beautician does

Private Beautician, also operating as Sjoerd Vis and VK Cosmetics, is a single-location luxury beauty salon located at Langestraat 47A in central Amsterdam on the edge of the Jordaan district. The business is operated by a three-person practitioner team — founder Sjoerd Vis (active in the beauty industry since 1979, with prior experience at Rob Peetoom), Frank (manicure and pedicure specialist since 2018), and Gabi Balázs (beautician with 20+ years of experience) — and delivers services in-person only.

The service portfolio is organized into two main categories. Face & Body includes Private-Serie Facials (60/90/120 minutes at €110–€185), signature brow treatments including a 'faceshape' method and Brow Lift lamination (€47.50–€80), lash tinting and Volume Lift (€30–€79.50), semi-permanent makeup (Permanent Eyebrows €495, Permanent Eyeliner €395, Permanent Lips €695, Guy-liner €295), massage therapy (€79–€155), and Natural Face Lifting / Bindweefselmassage (€160). Hand & Feet comprises OPI GelColor manicures (€50–€65), Manicure Signature (€62.50), Kunstnagels sets and refills (€80–€97.50), MAN-icure, and Pedicure Classic and Deluxe (€70–€90). Underlying techniques are standard industry methods rather than proprietary technology, with premium product brands Maria Galland (facials) and OPI (nails) cited as differentiators.

The business model is direct-to-consumer and pay-as-you-go, with one-time per-treatment payments ranging from €15 to €695 inclusive of VAT, collected in cash or by pin at the time of service. No subscription, membership, or product e-commerce model is advertised beyond a referenced webwinkel (online store) in the general terms. Distribution is exclusively the single physical showroom, with appointment booking via the sjoerdvis.com website or by telephone. Customer acquisition relies on organic Instagram (@sjoerd.vis), Facebook (facebook.com/privatebeautician/), the salon's own website, and word-of-mouth referrals in Amsterdam's affluent consumer base.

Name

Private Beautician

Legal name

VK Cosmetics | Sjoerd Vis

Website

https://sjoerdvis.com

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

101–250 employees

Short description

Private Beautician (Sjoerd Vis / VK Cosmetics) is a single-location luxury beauty salon in central Amsterdam offering facials, brow and lash treatments, semi-permanent makeup, massage, and OPI nail services to affluent individual consumers on a pay-per-visit basis.

Ownership category

akta.pro rank

Product category

Beauty Salon Services

NAICS

Beauty Salons (812112)

SIC

Services-Personal Services (7200)

akta.pro primary industry

Classic/European Facials (HSALADAA)

Keywords

• Beauty salon services
• Facial treatments
• Manicure pedicure
• Permanent makeup
• Massage therapy

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Beauty Treatment Services: One-time, per-visit payments for individual beauty treatments including facials, brow services, lash services, hand/feet treatments, massage therapy, and semi-permanent makeup. No subscription or membership model is advertised. Revenue is collected immediately after each treatment via cash or pin.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Private Beautician (operating as Sjoerd Vis / VK Cosmetics) is a single-location luxury beauty salon in central Amsterdam delivering in-person beauty treatments across three core categories: face and body treatments (including the signature Private-Serie Facials, brow shaping, lash services, semi-permanent makeup, Natural Face Lifting, and massage therapy), and hand and feet treatments (OPI GelColor manicures, artificial nails, and pedicures). Services are booked per appointment through the salon's website or by phone, and paid for at the time of treatment in cash or by pin.

Product overview

Private Beautician (VK Cosmetics | Sjoerd Vis) is a luxury beauty salon in Amsterdam offering an integrated portfolio of beauty treatments across three main categories: Face & Body treatments (including the signature Private-Serie Facials, brow treatments, eyelash treatments, permanent makeup, massage therapies, and Natural Face Lifting), and Hand & Feet treatments (featuring OPI GelColor manicures, artificial nails, and pedicures). The salon uses exclusive product brands including Maria Galland for facial treatments and OPI for nail services. Appointments are managed through an online booking system on their website.

Differentiator

Problem solved

Functional benefit

Products and services

• Brow Treatments (Faceshape signature technique) Brow shaping services using the salon's signature 'faceshape' technique, including waxing, tinting (including henna), tweezing, trimming, and contouring for natural-looking eyebrows; offered in standard, VIP (with added head/hand/eye massage and eye mask), and men's (Guy Brow) variations.
• Brow Lift (Lamination) Trending brow lamination treatment that gives the appearance of a fuller brow by setting brow hairs in place.
• Eyelash Tinting Eyelash tinting service that creates fuller-looking lashes in a range of colors.
• Eyelash Volume Lift Long-lasting technique that styles and intensifies the natural curl of eyelashes, with results lasting up to 6 weeks; available in standard, plus tinting, and VIP (with deep-nourishing lash mask) variations.
• Professional Makeup Application Professional makeup application for evenings out or special occasions, including foundation, lips, and eye styling.
• Private-Serie Facial Signature facial treatment from the Private-Serie using Maria Galland skincare, available in 60, 90, and 120-minute durations, with cleansing, massage, and skincare tailored to skin type.
• Bindweefselmassage / Natural Face Lifting (NFL) Manual facelift technique providing 3D stimulation of skin, muscles, and bone structure to reduce wrinkles and deliver a natural lifting effect.
• Permanent Eyebrows (Semi-Permanent Makeup) Semi-permanent eyebrow creation using microblading with ultra-fine hair strokes and ombre shading techniques for realistic-looking brows.
• Permanent Eyeliner (Semi-Permanent Makeup) Semi-permanent eyeliner application with a subtle, perfectly shaped thin line between the lashes for a fuller lash look; men's 'Guy-liner' variation also offered.
• Permanent Lips (Semi-Permanent Makeup) Semi-permanent full-lip treatment using full-lip and Balayage techniques for soft, lasting color that remains for up to 16 months.
• Massage Therapy Massage treatments including targeted back/neck/shoulders work and full body massage performed on a heated wellness bed with nourishing oils; available in standard (1 hour), 1.5-hour, 2-hour, and DELUXE variations.
• Oorkaarstherapie (Ear Candling Therapy) Relaxing therapy using 100% natural ear candles to purify the inner ear, frontal sinuses, and sinus cavities, including a scalp massage and ear massage.
• GelColor Manicure Gel nail polish application using OPI GelColor with a quick manicure included; available in Single Color, Minimal Design, and Ultimate Design (full creative freedom) variations.
• Signature Manicure Refined manicure with intensive nourishing treatment and relaxing massage using OPI Pro Spa products, including scrub and hand massage; a men's 'MAN-icure' variation is also offered.
• Kunstnagels (Artificial Nails) Artificial nail application and refill (bijwerken) treatments using OPI gel products for natural, sturdy nails in the desired length, with refill recommended within 3-5 weeks.
• Pedicure Complete pedicure treatments removing calluses and addressing corns or other foot problems, available in Classic and Deluxe (with scrub and nourishing foot mask) variations, with optional polish or GelColor finish.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights2 records

Broad incumbents

• The Body Shop: International beauty retailer offering skincare, body care and facial-inspired services; comparable as a brand-adjacent incumbent serving the same ethical/quality-conscious premium personal-care shopper.
• Toni&Guy: Global hairdressing and beauty salon franchise with premium-brand positioning and multi-service menus; comparable as a broader incumbent offering face/body treatments in an upscale, appointment-based setting.
• Douglas: Pan-European perfumery and cosmetics retail chain with a strong Netherlands footprint; comparable because it serves the same affluent beauty shopper in Amsterdam and competes for premium beauty share alongside service-based salons.
• Lush: Global handmade cosmetics retailer offering spa treatments and bath/spa experiences alongside products; comparable as a broader player overlapping in the premium, experience-led personal-care segment.
• Sephora: Global multi-brand beauty retailer with an experiential, service-adjacent positioning; comparable because it competes for the premium beauty services and product wallet share of the same affluent urban consumer.
• ICI PARIS XL: Largest Dutch perfumery and cosmetics retail chain; comparable because it co-locates with premium beauty brands like Maria Galland and targets the same affluent Amsterdam consumer seeking high-end beauty services and products.

Direct peers

• Rob Peetoom: Amsterdam-based luxury hair and beauty salon group with multiple locations and a premium positioning; comparable because it operates in the same affluent Amsterdam market segment and even employed founder Sjoerd Vis before he opened his own salon.

Others

• Maria Galland: Premium French professional skincare brand distributed via a global network of partner salons (including the subject company's); comparable as a key supplier/ecosystem partner whose affiliated salons effectively compete for the same facial-services client.
• Holland & Barrett: Largest Dutch health and beauty retail chain; comparable as an adjacent personal-care retailer competing for self-care spending among Amsterdam consumers, though it does not offer in-salon services.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/privatebeautician
• Instagraminstagram.com/sjoerd.vis
• LinkedInlinkedin.com/company/private-beautician

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Private Beautician