What EX GROUP LTD does

EX Group Ltd, operating as EX Style Singapore, is a privately held premium hair and scalp care salon chain founded in 2014 and headquartered in Singapore. The company operates seven mall-anchored outlets islandwide — PLQ Mall (Paya Lebar), Vivo City (Harbourfront), Jurong Point, Century Square (Tampines), Northpoint City (Yishun), Heartland Mall (Hougang), and Woodleigh Mall (Bidadari) — delivering haircuts, hair colouring, advanced hair treatments, keratin smoothing, digital perming, rebonding, and a dedicated therapeutic scalp-care menu including Korean-style head spa protocols.

The service platform is built around a portfolio of branded proprietary technologies used exclusively by the chain in Singapore: the Luminaire colour system (using TSS Silk Technology for gentle pigment deposition), Jekemi Shield A3 treatment formulations incorporating hyaluronic acid and hydrophobic protective screening, Olaplex bond-strengthening boosters added to chemical services, and a machine-treatment layer (High Frequency, Bio Light LED, Laser Comb, and Fractional Therapy) for scalp and hair-follicle work. Service pricing follows a length-tiered per-visit model, with three stylist tiers (Designer, Creative, Master) and a 14-Day Happiness Guarantee offering a complimentary one-time adjustment to reduce purchase risk.

Revenue is generated entirely through pay-as-you-go service fees at the physical outlets, marketed through the company website, blog content, Instagram and Facebook channels, and an online booking system with WhatsApp reservation support. The company serves individual consumers — adult men and women plus a children segment — with no enterprise or B2B contract revenue. Leadership is founder-led, with Aviana Plummer as CEO/Founder and Karve Chong as Operations Director; the business is independently owned with no disclosed external investors or holding company.

Name

EX GROUP LTD

Legal name

EX Style Singapore

Website

https://exstyle.com.sg

Company type

Private

Founded year

2014

Operating status

Operating

Short description

EX Group Ltd (EX Style Singapore) is a private premium hair and scalp care salon chain operating seven mall-based outlets across Singapore, offering haircuts, colouring, treatments, perming, rebonding, and Korean-style scalp therapies to individual consumer customers.

Ownership category

akta.pro rank

Product category

Hair and Beauty Salon Services

NAICS

Beauty Salons (812112), Hair, Nail, and Skin Care Services (81211)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Haircutting & Styling Services (HSALAAAD)

akta.pro secondary industries

Women's Hair Salons (HSALAAAA), Professional/Salon Haircare (Backbar & Retail) (CRABABAK)

Keywords

• Hair salon services
• Hair colouring treatments
• Scalp care therapy
• Hair rebonding perming
• Keratin hair treatments

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hair and Beauty Services: EX Style generates revenue through service fees for haircuts, hair treatments, colouring, perming, rebonding, and scalp care treatments. Services are priced individually with tiered pricing based on hair length (Short, Medium, Long). Customers pay per visit/service.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

EX Style operates a multi-brand chain of premium hair and scalp care salons across 7 Singapore locations, offering professional haircuts, hair colouring (including Luminaire TSS Silk Technology), keratin and advanced hair treatments, digital perming, rebonding, and therapeutic scalp care services. Services are delivered in-person by trained stylists and priced per visit with tiered pricing based on service level and hair length, supported by a 14-Day Happiness Guarantee.

Product overview

EX Style is a premium hair and scalp care salon operating across 7 locations in Singapore. The company offers a unified service portfolio centered on hair transformation and scalp health, including professional haircuts (Designer/Creative/Master tiers), hair colouring (Luminaire TSS Silk Technology, Low Ammonia, Design Colour balayage/ombre), hair treatments (Keratin, Nano Keratin, Advanced Hair Treatment with Hair Protein/Botox/Silky, Olaplex), therapeutic scalp treatments (Water Spa, Ginseng Head Spa, Detox, Aroma Scalp Therapy, Fractional Therapy), digital perming, and rebonding services. The 14-Day Happiness Guarantee underpins the service commitment. All services are delivered by experienced stylists at premium salon locations.

Differentiator

Problem solved

Functional benefit

Products and services

• His & Her Haircut Services Professional haircut services offered at three tiers — Designer ($58.90), Creative ($78.90), and Master ($98.90) — including cut, wash, and blow styling. Child Cut & Wash is available at $39.
• Lymphatic Wash Services Scalp-focused washing services including Wash & Blow ($39), Wash & Blow + Curl ($49), Wash & Blow + Iron ($49), Wash & Blow + Set Curl ($59), plus standalone Curl, Iron, and Styling services.
• Therapeutic Scalp Treatment Professional scalp treatments including Water Spa Classic ($149), Ginseng Head Spa, Detox, Exfoliating Gel, Herbal Relax ($299), Jekemi Thinning Treatment, Aroma Scalp Therapy ($429), and Fractional Therapy. Uses advanced technology for scalp health and hair growth.
• Keratin Treatment Smoothing treatments including standard Keratin (Short $339, Medium $399, Long $439) and Nano Keratin (Short $499, Medium $549, Long $549) for frizz-free, straight hair using protein and collagen blends.
• Advanced Hair Treatment (3R Solution)

Quantifiable outcome

• 14-Day Happiness Guarantee ensures customer satisfaction with complimentary adjustment

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Vidal Sassoon Singapore: Premium international salon brand operating in Singapore with a strong colouring and cutting proposition; directly comparable premium positioning and customer segment.
• Jean Yip Group: Established Singapore beauty and hair salon group with multiple outlets, an in-house education arm, and broad service offerings including scalp and hair treatments; comparable size, vertical, and category.
• Salon Vim: Singapore hair salon brand offering haircuts, colouring, and scalp treatments targeting similar female consumer segments; competes for share of spend in the same premium tier.
• Mode Aesthetics: Singapore-based salon and aesthetics chain offering hair, scalp, and beauty services; comparable in target market, premium positioning, and multi-channel D2C GTM.
• Kimage Hair Salon: Singapore-headquartered multi-outlet hair salon chain offering haircuts, colouring, and perms at similar price tiers to EX Style; directly comparable in geography, target customer (women and men), and service mix.
• Toni&Guy Singapore: International premium hair salon franchise with Singapore locations targeting professional cuts, colour, and styling; competes for the same premium-tier female and male clientele as EX Style.
• Top 1 Salon: Homegrown Singapore multi-location hair and scalp care salon offering similar colouring, keratin, and scalp services; directly comparable service mix and mall-based retail footprint.

Broad incumbents

• Kao (Kerasalan / Salon Esthe): Global personal care conglomerate operating professional salon brands including Kerasalan; comparable as a broad incumbent in the professional haircare and salon services category.
• L'Oréal Professionnel: Global professional haircare brand and salon product supplier; comparable through the broader professional salon ecosystem EX Style operates in, including product and training adjacencies.

Regional players

• Hairplus (Malaysia): Regional hair and scalp care salon chain operating primarily in Malaysia; comparable service mix (treatments, scalp therapy, colouring) and retail-mall footprint, useful proxy for Southeast Asia expansion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/exstyle.sg
• Instagraminstagram.com/exstyle.sg
• LinkedInlinkedin.com/company/ex-group-pte-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 EX GROUP LTD