Alex Emilio Salon

What Alex Emilio Salon does

Alex Emilio Salon is a Metro Detroit hair salon founded in 2001 by Alex and Emilio Giglio, operating two full-service retail salon locations in downtown Royal Oak (307 S Main St) and Birmingham (706 N. Old Woodward Ave), Michigan. The business provides haircuts, color, highlights, balayage, conditioning treatments, blowouts, event styling, eyebrow shaping, facial waxing, and makeup services for men, women, and children. It also retails professional hair care products including Kerastase, L'Oréal Professionnel, Shu Uemura, R+Co, evo, and the proprietary aeCosmetics line, both in-salon and through an e-commerce storefront. Core technology is limited to standard salon software: an online appointment booking system, a stylist matchmaking quiz, and a Squarespace-built website; no proprietary technology or AI/ML capabilities are disclosed. The brand holds L'Oréal Top 100 Salon recognition (2022) and Allure directory listing, with co-founder Emilio Giglio holding L'Oréal Certified Color Specialist status (one of 25 in the USA). Registered trademarks cover the Alex Emilio Salon name and logo (copyright 2009-2025).

The business model is pay-as-you-go unit pricing organized around a seven-tier stylist level system (levels 1-7) that differentiates price by training, experience, and demand. Published price points include women's haircuts at $67-$116, men's cuts at $44-$72, base color at $106-$154, highlights at $141-$209, and balayage starting at $154; specialty services (corrective color, extensions) are quoted by consultation. Distribution is direct-to-consumer through two physical salons augmented by online booking and e-commerce. The go-to-motion is local and relationship-driven: stylist matchmaking, the æ Rewards loyalty program (points for referrals, reviews, social posts, pre-bookings, and purchases), content marketing through a blog, Instagram, and a YouTube Pro Tips series, plus local PR including Hour Detroit Best of Detroit and Allure features.

Customer base is exclusively individual retail consumers in Metro Detroit, with named repeat-visit relationships spanning 1-20+ years and no B2B or enterprise contracts. Recent strategic activity is concentrated on capacity expansion rather than new geographies: both salons were relocated and the Birmingham location doubled its chair count in March-April 2024, with grand opening celebrations in June and July 2024. The company is privately held and founder-owned, with no external funding or holding company involvement disclosed in the source material.

Name

Alex Emilio Salon

Legal name

Alex Emilio Salon

Website

https://alexemiliosalon.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Alex Emilio Salon is a Metro Detroit hair salon founded in 2001, operating two locations in Royal Oak and Birmingham, Michigan. It offers haircuts, coloring, extensions, styling, makeup, and professional retail products to individual consumers in the greater Detroit area.

Ownership category

akta.pro rank

Product category

Hair Salon Services

NAICS

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

akta.pro primary industry

Unisex/Family Hair Salons (HSALAAAC)

akta.pro secondary industries

Haircutting & Styling Services (HSALAAAD), Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB), Salon Hair Tools & Electricals (Dryers, Irons, Clippers) (CRABALAD)

Keywords

• Hair salon services
• Hair coloring treatments
• Professional haircuts styling
• Bridal event styling
• Salon retail products

Headquarters

HQ city

Royal Oak

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hair Services: Primary revenue from hair design services including cuts, coloring, highlights, balayage, conditioning treatments, and styling for events and special occasions.
2. Retail Product Sales: Sale of professional hair care products including Kerastase, L'Oréal Professionnel, R+Co, Shu Uemura, evo, and aeCosmetics. Products available in-salon and through online store.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Alex Emilio Salon is a full-service hair salon operating two Metro Detroit locations (Royal Oak and Birmingham) that offers hair design services including cuts, color, highlights, balayage, conditioning treatments, extensions, blowouts, and special-occasion styling. The salon also retails professional hair care product lines such as Kerastase, L'Oréal Professionnel, R+Co, Shu Uemura, evo, and its own proprietary aeCosmetics brand both in-salon and through an online store.

Product overview

Alex Emilio Salon is a Metro Detroit hair salon offering hair design services and retail products. The business operates two salon locations (Royal Oak and Birmingham, Michigan) providing cuts, color, highlights, balayage, conditioning treatments, and event styling. The product portfolio includes Hair Design Services as the core offering, supported by a proprietary æ Rewards loyalty program, gift cards, special event services, and an online booking system. Alex Emilio also retails professional hair care products through its own aeCosmetics brand alongside third-party professional lines including Kerastase, L'Oréal Professionnel, Shu Uemura Art of Hair, R+Co, and evo. Products are available for purchase in-salon and via the Alex Emilio Salon Online Store.

Differentiator

Problem solved

Functional benefit

Products and services

• Hair Design Services
• aeCosmetics
• Retail Hair Care Products
• Special Event Services (æ On Location)
• æ Rewards Program
• Gift Cards

Named customers6 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• L'Oréal ProfessionnelcoreStrategic or Co-development PartnerL'Oréal Professionnel is a key strategic partner. Alex Emilio Salon was named a Top 100 Salon in the U.S. by L'Oréal. Emilio Giglio is one of only 25 certified L'Oréal Color Specialists in the USA and 2000 in the world. Salon uses L'Oréal products and treatments.
• KerastasecoreChannel Partner/ Reseller/ DistributorKerastase is a premium hair care brand carried at the salon. Products include the Fusio-Dose treatment and curl manifesto line. Salon hosts promotional events featuring Kerastase products.
• R+CocoreChannel Partner/ Reseller/ DistributorR+Co is a professional hair care brand carried at Alex Emilio Salon. Products available in salon and online. Salon also hosts R+Co EDU classes with cutting educators.
• Shu UemuracoreChannel Partner/ Reseller/ DistributorShu Uemura Art of Hair products are carried at the salon.
• evo HaircoreChannel Partner/ Reseller/ Distributorevo professional hair care products are carried at the salon.
• aeCosmeticsminorChannel Partner/ Reseller/ DistributoraeCosmetics products are available at the salon.
• Lighthouse MichiganminorStrategic or Co-development PartnerAlex Emilio partnered with Lighthouse Michigan for a charity raffle to raise funds for those in need of food, shelter and support. Raised $2,585 in May 2022 through client donations.

Scale indicators3 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• Juut Salon Spa: Multi-location premium Aveda-affiliated salon and spa chain in the Upper Midwest, offering hair design, color, and spa services with a similar tiered stylist/pricing model — directly comparable to Alex Emilio's full-service premium positioning.
• Drybar: Multi-location U.S. salon chain specializing in blowouts and styling with tiered pricing and strong brand identity — comparable as a premium, service-focused salon chain building a recognizable consumer brand.
• Warren Tricomi: High-end U.S. salon known for celebrity colorists and premium pricing — comparable to Alex Emilio on premium positioning, color specialization, and tier-based stylist reputation.
• Bumble and bumble Salon: Iconic NYC-based premium hair salon associated with a professional product line, offering color, cut, and styling services — comparable as a premium brand-led salon with proprietary product distribution.
• Van Michael Salon: Multi-location high-end hair salon in the U.S. (strong Atlanta presence) offering cuts, color, and styling with a tiered stylist system — closely mirrors Alex Emilio's premium-service, tier-pricing model.

Others

• SalonInteractive: E-commerce platform provider for salon-branded online stores, including Alex Emilio's shop — relevant as an enabling/technology peer that powers the salon's digital retail channel.

Broad incumbents

• Toni&Guy: Global premium hair salon and education brand operating franchise locations — overlaps with Alex Emilio on premium hair services, professional education, and product distribution at much larger scale.
• Regis Corporation: Large U.S. operator of salon brands (Supercuts, SmartStyle, etc.) — relevant as a broad incumbent setting competitive pricing and scale benchmarks in the same hair-services category.
• Aveda Lifestyle Salons: Network of Aveda-affiliated full-service salons and spas offering color, cut, and treatments backed by the Aveda product line — comparable premium service-plus-product model with significantly broader footprint.

Emerging players

• Floyd's 99 Barbershop: U.S. full-service barber and styling chain offering cuts, color, and styling in a modern, design-led environment — overlaps with Alex Emilio's unisex, design-forward service offering at a slightly different price tier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@alexemiliosalon418
• Instagraminstagram.com/alexemiliosalon
• LinkedInlinkedin.com/company/alex-emilio-salon

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Alex Emilio Salon