Salon+

What Salon+ does

Salon+ (legal entity Salonplus Baltic OÜ) is an Estonian hair salon chain founded in 1992, operating 11 physical salon locations across five Estonian cities — Tallinn (6 locations including the Rävala flagship), Tartu (2), Pärnu, Rakvere, and Jõhvi. The company delivers in-salon services for women, men, and children covering haircuts, coloring, treatments, and styling, with the dedicated Pardur barbershop sub-brand serving a 70% male customer base. Technology differentiation centers on the MOWAN Megix10 10-minute express coloring system (Keraveg-18 plant-based keratin) and the proprietary S+ Haircare retail line, which has won four Buduaari Ilulemmik awards in 2024 plus additional recognition in 2023.

Beyond services, Salon+ runs a multi-brand e-commerce platform (e-pood) distributing its S+ Haircare private label, SALONPLUS PRO professional tools, and more than 30 third-party professional brands including JOICO, MOWAN, ORIBE, COLOR WOW, ALTERNA, FANOLA, and FARMAVITA. The omnichannel stack combines physical retail with self-serve online booking via online.saloninfra.ee/salonplus and home delivery through Itella SmartPOST, Omniva, and DPD. Pricing is unit-based across services and SKUs ranging from €3 dye brushes to €92.80 professional scissors, with free shipping over €49 and a loyalty program offering a free standard-size product on every fourth coloring service.

The business model is consumer-direct with no disclosed external funding or parent company, supported by ~70 employees (hairdressers, barbers, sales consultants, salon managers). Revenue is not publicly disclosed; the firm is privately held and organically grown. Marketing leans on a content library of 50+ blog articles, active Instagram and Facebook presence, email newsletters, and earned media including TV3's Kullakutse feature and the Eesti Laul 2025 partnership. Geographic scope is exclusively domestic — Estonia — with no apparent international expansion.

Name

Salon+

Legal name

Salonplus Baltic OÜ

Website

https://salonplus.ee

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Salon+ is an Estonian hair salon chain operating 11 locations across 5 cities, serving women, men (via the Pardur barbershop sub-brand), and children with haircuts, coloring, treatments, and styling, complemented by an e-commerce platform for professional and proprietary S+ Haircare products.

Ownership category

akta.pro rank

Product category

Hair Salon Services

NAICS

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

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Barber Shop + Salon Hybrid Services (Unisex) (HSALABAF)

akta.pro secondary industries

Haircutting & Styling Services (HSALAAAD), Ethnic & Specialty Hair Barbering (e.g., fades/afro-textured) (HSALABAE), Professional Hair Care (Shampoo, Conditioner, Treatments) (CRABALAB), Salon Hair Tools & Electricals (Dryers, Irons, Clippers) (CRABALAD)

Keywords

• Hair salon services
• Barbershop grooming
• Professional hair products
• Hair coloring services
• Hair care retail

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hair Salon Services: In-salon services including haircuts for women, men, and children; hair coloring with Mowan Megix10 technology; hair treatments; styling. Services delivered at 11 physical salon locations across Estonia.
2. E-commerce Product Sales: Online sales of professional hair care products including shampoos, conditioners, masks, styling products, hair colors, tools and accessories. Products include both S+ Haircare private label and professional brands (JOICO, ORIBE, MOWAN, FANOLA, etc.). Free shipping on orders over 49 euros.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Salon+ operates a chain of 11 physical hair salons across 5 Estonian cities, providing haircuts, hair coloring (using Mowan Megix10 express color technology), treatments, and styling services. The company also runs a dedicated barbershop concept (Pardur) for men's grooming, an e-commerce storefront (E-pood) distributing more than 30 professional hair care brands, and proprietary product lines including S+ Haircare and SALONPLUS PRO professional tools.

Product overview

Salon+ is an Estonian hair salon chain with an integrated e-commerce platform offering professional hair services and products. The core offering consists of hair salon services across multiple locations in Estonia (Tallinn, Tartu, Pärnu, Rakvere, Jõhvi), combined with an online shop (E-pood) selling professional hair care products, styling products, hair colors, and salon equipment. The product portfolio includes Salon+'s proprietary S+ Haircare private label line and SALONPLUS PRO professional equipment brand, alongside third-party professional brands such as JOICO, MOWAN, ORIBE, COLOR WOW, ALTERNA, FANOLA, and FARMAVITA. Additional services include online appointment booking via saloninfra.ee, the Pardur barbershop sub-brand for men, and a loyalty program offering free products with coloring services.

Differentiator

Problem solved

Functional benefit

Brands

• S+ Haircare: The company's proprietary hair care product line, which won four awards at the 2024 Buduaari Ilulemmik gala and includes shampoos, conditioners, masks, and styling products.
• Pardur
• SALONPLUS PRO

Products and services

• Salon+ Hair Salon Services Full-service hair salon offerings including haircuts, hair coloring (utilizing Mowan Megix10 express color technology), hair treatments, and styling services for women and children, delivered across 11 physical salon locations in Estonia.
• Pardur Barbershop Services Dedicated men's barbershop service offering haircuts, beard grooming, and men's styling under the Pardur sub-brand, operated within selected Salon+ locations in Estonia.
• S+ Haircare Product Line

Quantifiable outcome

• Hair coloring service time reduced from 2.5 hours to 1 hour with Mowan Megix10 technology
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• JOICOcoreTechnology or IntegrationProfessional hair care brand partnership. Salon+ offers JOICO Blonde Life Color Enhancing Masque products (Violet, Silver, Rosé Champagne variants) featuring SmartRelease liposome technology with keratin, arginine, and rosehip oil for color-treated and blonde hair.
• MOWANcoreTechnology or IntegrationMowan Megix10 express hair color technology partnership providing 10-minute coloring services. Features Keraveg-18 plant-based keratin technology. Services reduced from 2.5 hours to 1 hour with 70% reduced allergy risk.
• Itella SmartPOST, Omniva, DPDminorChannel Partner/ Reseller/ DistributorLogistics partners for e-commerce product delivery across Estonia. 3-5 business day delivery standard.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Jean Louis David: European hair salon chain with hundreds of franchised locations. Directly comparable to Salon+ as a multi-site branded salon operator combining unisex services with male grooming, though active across multiple European markets versus Salon+'s single-country footprint.
• Sephora: Global multi-brand beauty retailer. Relevant peer for Salon+'s e-commerce distribution of premium third-party haircare brands (JOICO, ORIBE, COLOR WOW) and the role of a curated multi-brand marketplace in capturing consumer wallet share.
• Ulta Beauty: Largest US specialty beauty retailer carrying professional haircare brands. Comparable to Salon+'s E-pood strategy of retailing multi-brand professional products alongside its own private-label, though Ulta operates at vastly greater scale and category breadth.
• Franck Provost: French-headquartered European salon chain operating branded hairdressing locations across multiple countries. Similar to Salon+ in combining unisex haircare services with a male-grooming sub-brand and operating an in-house product line.
• Great Clips: Largest walk-in hair salon chain in North America with thousands of locations. Comparable to Salon+ as a high-density multi-location salon operator, though Great Clips focuses on affordable walk-in service versus Salon+'s premium positioning.
• Toni&Guy: Global hairdressing salon chain with a franchise-and-education model spanning 40+ countries. Comparable to Salon+ in offering branded multi-location salon services and a strong stylist-training identity, though at materially larger scale.
• Lush: Global fresh handmade cosmetics retailer with own-brand haircare and strong digital community presence. Comparable to Salon+'s S+ Haircare strategy of building brand equity around an award-winning proprietary product line sold through both retail and online channels.
• Regis Corporation: US-listed parent of multiple salon brands including Supercuts and SmartStyle. Relevant comparable for Salon+ as a multi-brand salon portfolio operator, illustrating the consolidation playbook that an Estonian roll-up could follow.

Emerging players

• Drybar: US-based chain specializing in a single premium service (blowouts) plus retail product sales. Comparable to Salon+ as a service-plus-product hybrid concept with a recognizable private-label product line, though Drybar's category focus is narrower.

Direct peers

• Floyd's Barbershop: Multi-location barbershop concept in the US combining traditional barbering with modern styling. The closest analogue to Salon+'s Pardur sub-brand, validating the modern barbershop-as-chain format that drives 70% of Salon+'s customer mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/salonplus.ee
• Instagraminstagram.com/salonplus.ee

Revenue estimate

Valuation estimate

Number of profiles

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 Salon+