What Glow Beauty Studio does

Glow Beauty Studio, operated by the Estonian legal entity Iconic Web OÜ and founded in 2007, is a single-location beauty services studio and cosmetics retailer based at Kentmanni 10 in central Tallinn. Its service offering spans professional makeup artistry for events and weddings, hairstyling (light styles €45–70; festive and bridal updos €70–100), HD Brows brow correction (a tinting/waxing/threading procedure using the High Definition Brows product system, lasting 4 weeks), individual makeup training (~2-hour personalized sessions), and a curated group experience — the Girls' Night / Beauty Evening package priced at €299 for up to seven participants. The team is led by Lana Vallo, the official makeup artist for L'Oréal Paris, alongside multiple brow specialists and makeup artists who contribute to the studio's blog content.

The studio operates a co-located cosmetics shop and an e-commerce storefront (e-pood) that distributes within Estonia via SmartPost and Omniva parcel lockers, with free delivery above €79 and payment processing handled by Maksekeskus AS. The retail catalogue is dominated by jane iredale mineral cosmetics (over a dozen SKUs spanning face, eye, lip, and brow), supplemented by Soaddicted Beauty serums (Lashaddict, Browaddict) and High Definition brow products, plus professional haircare brands (Kérastase, L'Oréal Professionnel, Schwarzkopf Professional, Olaplex).

Glow Beauty Studio makes money primarily through pay-as-you-go service fees charged at the chair, supplemented by e-commerce product sales and group-event packages. The website supports Estonian and Russian language toggles, indicating an intent to serve both native Estonian consumers and the Russian-speaking population in Estonia. Marketing is conducted through blog content authored by studio artists (tips on highlighters, blushers, long-lasting makeup), a Facebook presence, email newsletter signup, and earned media via fashion show participation dating to 2013. No external funding, M&A activity, or geographic expansion beyond the single Tallinn studio has been disclosed.

Name

Glow Beauty Studio

Legal name

Iconic Web OÜ

Website

https://glowmakeup.ee

Company type

Private

Founded year

2007

Operating status

Operating

Short description

Glow Beauty Studio is a single-location beauty services studio and cosmetics e-commerce retailer in Tallinn, Estonia, offering professional makeup artistry, HD brow correction, hairstyling, individual makeup training, and retail of jane iredale mineral cosmetics and other premium beauty brands to Estonian consumers.

Ownership category

akta.pro rank

Product category

Beauty Salon Services

NAICS

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

akta.pro primary industry

Everyday Makeup Application (HSALAHAA)

akta.pro secondary industries

Special Occasion Hair & Makeup Services (Non-Bridal) (HSALALAH), Group/Party Makeup Services (HSALAHAK)

Keywords

• Professional makeup services
• Beauty salon treatments
• Mineral cosmetics retail
• Makeup artist training
• Hair styling services

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Beauty Services: Professional makeup, hairstyling, and brow services offered at the studio. Services include HD brow correction, makeup and hairstyling for events, festive/bride hairstyles, and individual makeup training.
2. Cosmetics Retail (E-shop): Online store selling professional cosmetics including Jane Iredale mineral makeup, Soaddicted Beauty products, hair care brands (Kérastase, L'Oréal Professionnel, Schwarzkopf Professional, Olaplex). Products include makeup, skincare, haircare, and accessories. Delivery within Estonia for orders under 79€ costs 2.99€.
3. Group Events: Girls' Night and Beauty Evening packages offered at 299€ per event, including makeup services, hairstyling instruction, and refreshments for groups up to 7 people.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Glow Beauty Studio is a single-location beauty salon and cosmetics retailer in Tallinn, Estonia that delivers professional makeup application, hairstyling, HD brow correction, and individual makeup training as paid services. It complements those in-studio services with an e-commerce storefront that retails premium mineral cosmetics (Jane Iredale, Soaddicted Beauty) and professional hair care brands (Kérastase, L'Oréal Professionnel, Schwarzkopf Professional, Olaplex) for delivery across Estonia. The studio also hosts group experiences such as Girls' Nights and Beauty Evenings as bundled event packages.

Product overview

Glow Beauty Studio operates as a beauty services studio and e-commerce retailer based in Tallinn, Estonia. The core offering includes professional makeup artist services (HD Brow Correction, professional makeup for events, individual makeup training), hairstyling services (light styles, braids €45-70, festive/bridal hairstyles €70-100, haircuts), and a Girls' Night event package (€299). The e-commerce arm sells two professional cosmetics brands: jane iredale (mineral makeup line including face products like Powder-Me SPF 30, Bronzer Refill, PurePressed Blush, PureMatte Powder, Smooth Affair Primer, Hydration Sprays, CircleDelete Concealer, Active Light Corrector; eye products; lip products; brow products; and accessories) and Soaddicted Beauty (Lashaddict eyelash serum, Browaddict brow serum). A third product line, High Definition, offers brow styling products (Brow Glue €23, Browtec pencil €29.60). The studio's services and product retail are interconnected—stylists use and recommend these professional-grade products during services and training.

Differentiator

Problem solved

Functional benefit

Brands

• Glow Make-up School: Makeup training programs offered by the studio for individuals seeking to learn professional makeup techniques.

Products and services

• HD Brow Correction Professional brow shaping and correction service using High Definition Brows products, combining tinting, waxing, and threading techniques. The 30-45 minute procedure results last approximately four weeks. Offered to individual consumers at the Tallinn studio.
• Professional Makeup and Hairstyling Professional makeup application for important meetings, birthdays, photoshoots, and weddings, with optional lighter hairstyling by the studio's makeup artists. Delivered to individual consumers in the Tallinn studio.
• Individual Makeup Training Approximately two-hour private makeup lesson in which a professional makeup artist shares personalized tips and hands-on training suited to the client's features, scheduled flexibly during day or evening and weekday or weekend. Targeted at individual consumers who want to improve their personal makeup technique.
• Girls' Night and Beauty Evening Package Two-hour group beauty event priced at €299, including festive makeup and a light hairstyle for the guest of honor, modern makeup technique teaching for all participants, plus tea, coffee, desserts, and three bottles of sparkling wine for up to 7 people. Children's version available with drinks, dessert, and fruit instead of sparkling wine.
• Light Hairstyles and Braids Blow-dry hairstyles, various braids, and light curling styles priced in the €45-70 range. Delivered to individual consumers in the Tallinn studio.
• Festive and Bridal Hairstyles

Named customers1 record

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

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• L'Oréal PariscoreOthers · 24 April 2013Lana Vallo, a key makeup artist at Glow Beauty Studio, serves as the official makeup artist for L'Oréal Paris brand. This professional endorsement indicates a strong relationship with the L'Oréal brand, positioning the studio within the professional beauty industry network.
• Tiina TalumeesminorStrategic or Co-development Partner · 24 April 2013Glow Beauty Studio provided makeup services for Tiina Talumees' Spring-Summer collection fashion show 'Time of Angels' held at the House of the Brotherhood of the Black Heads. Students from Glow Make-up School assisted with the show.
• jane iredalecoreTechnology or IntegrationThe studio stocks and retails jane iredale mineral cosmetics - a premium brand known for pure, mineral-based makeup. The e-shop features 13+ jane iredale products including foundations, bronzers, highlighters, concealers, and skincare.
• Maksekeskus ASminorOthersPayment processing provider for the e-commerce store, enabling secure card payments via SSL, MasterCard SecureCode, and Verified by Visa technologies.
• SmartPost and OmnivaminorChannel Partner/ Reseller/ DistributorParcel delivery service providers used for e-commerce order delivery across Estonia.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Emerging players

• Glamsquad: On-location mobile beauty services platform offering hair and makeup at the customer's home. Comparable as a services-led beauty business targeting the same event/bridal occasions Glow serves, but via a delivery model Glow does not offer.
• Charlotte Tilbury: Premium makeup brand and salon concept combining artistry, education, and retail. Comparable as a premium-positioned beauty brand that integrates artist training, services, and product retail, mirroring Glow's service-plus-retail model.
• Glossier: Digitally-native beauty brand that built retail and content into its model. Comparable as a DTC beauty retail benchmark showing how an e-commerce-first brand can extend into physical experience — the inverse trajectory of Glow's studio-to-online expansion.

Direct peers

• Drybar: US-based blowout and hair-styling services chain with standardized pricing (similar to Glow's €45-€100 hair tier) and event/group offerings. Directly comparable as a single-service-specialist beauty chain with location-based operations.
• HD Brows: UK-based brow-shaping services and product brand whose High Definition Brows system Glow Beauty Studio uses and retails. Directly comparable as a brow-services specialist with both salon treatments and a retail product line.
• Bluemercury: US spa and beauty retailer combining in-store services with curated premium cosmetics retail. Closest analog to Glow's hybrid salon-plus-e-commerce model under a single brand.

Broad incumbents

• Sephora: Global multi-brand cosmetics retailer stocking Jane Iredale and many of the same brands Glow retails. Comparable as the dominant omnichannel benchmark for Glow's e-commerce cosmetics arm.
• Benefit Cosmetics: Global brow- and brow-services pioneer (BrowBars) selling premium beauty products through wholesale and direct channels. Comparable as a brow-led, service-plus-retail beauty brand with which Glow competes for brow service share.

Regional players

• John Masters Organics Salon: Premium, brand-led organic hair and beauty salon concept with attached retail. Comparable as a regional single-location premium salon-plus-retail hybrid in the same service tier as Glow Beauty Studio.

Others

• Beautylish: Online multi-brand beauty retailer stocking Jane Iredale and similar premium cosmetics. Comparable as a digital channel competitor for Glow's e-commerce retail arm and as a reference for cross-border DTC cosmetics distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks7 records

Key highlights1 record

Customer concentration

• Facebookfacebook.com/212957675515813

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Glow Beauty Studio