Total Beauty Asociate

What Total Beauty Asociate does

Total Beauty Experience is a privately-held, women-owned independent beauty retailer and salon operating from a single 10,000 square foot location at 2929 Arden Way in Sacramento, California. Founded in 1994, the business serves the Sacramento community with a curated assortment of more than 900 brands spanning cosmetics, skincare, haircare, fragrances, men's grooming, bath and body, gifts, home fragrance, pet care, and nails. An on-site full-service salon runs alongside the retail floor, providing professional beauty services that complement the merchandise offering.

The business is operated by a very lean team of 1-10 employees and generates revenue primarily through direct-to-consumer retail of third-party beauty brands at unit prices ranging from approximately $9.99 to $145, with free shipping on online orders over $75. The website is built on Shopify, indicating a standard e-commerce platform with no proprietary technology stack or disclosed integrations. Marketing is limited to owned channels: the website, email newsletter, and social media presence, with no paid acquisition, partnerships, or institutional investor backing disclosed.

The company's GTM is a hybrid physical-plus-digital direct-to-consumer model. The physical showroom anchors local foot traffic and enables salon services, while the global Shopify storefront extends reach beyond the Sacramento trade area. The underlying business model is classic specialty retail: sourcing branded beauty products at wholesale, reselling at retail markup, augmented by recurring salon revenue. No patents, certifications, awards, or formal partnerships are documented, and the company shows no signaled plans for additional locations, M&A, or institutional capital.

Name

Total Beauty Asociate

Legal name

Total Beauty Experience

Website

https://totalbeautyexp.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Total Beauty Experience is a women-owned independent beauty retailer and full-service salon in Sacramento, founded in 1994, curating 900+ brands across cosmetics, skincare, haircare, fragrance, men's grooming, and gifts through a 10,000 sq ft storefront and a Shopify e-commerce site.

Ownership category

akta.pro rank

Product category

Specialty Beauty Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro industry

PRIMARYCRAFAEAB

Beauty & Personal Care Omnichannel

Consumer Products & Retail/E-commerce & Marketplaces/Omnichannel Retail E-commerce

SECONDARYCRAFADAC

Beauty & Personal Care Online Retailers

Consumer Products & Retail/E-commerce & Marketplaces/Online Retailers (Inventory-led)

Keywords

• Beauty retail store
• Salon services
• Cosmetics retailer
• Skincare products
• Haircare products

Headquarters

HQ city

Sacramento

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Revenue generated through direct retail sales of beauty, skincare, haircare, cosmetics, fragrance, men's grooming, and gift products. Customers purchase products at listed prices with free shipping on orders over $75.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Total Beauty Experience operates a 10,000 sq ft women-owned beauty retail store and full-service salon in Sacramento, California, curated across 900+ brands. The store sells cosmetics, skincare, haircare, fragrances, men's grooming, bath and body products, gifts, home fragrance, pet care, and nail products, while the salon provides professional beauty services to local customers. The business also runs a Shopify-powered e-commerce site shipping products nationwide with free shipping on orders over $75.

Product overview

Total Beauty Experience is a women-owned independent beauty and gift retail store serving the Sacramento community since 1994. The company operates a 10,000 sq ft physical location featuring over 1,000 brands alongside a full-service salon. Their product portfolio spans multiple categories including Cosmetics (with brands like BareMinerals, Smashbox, Buxom, Jane Iredale, Beauty Blender), Skincare (Dermalogica, Murad, Jan Marini, Image Skincare, Peter Thomas Roth, Ahava), Haircare (Moroccanoil, Olaplex, Biolage, professional tools from ghd, T3), Fragrances, Men's Grooming (Jack Black, American Crew, Dr Squatch), Bath & Body, Gifts, Home Fragrance, Pet Care, and Nails. The online store is powered by Shopify e-commerce platform.

Differentiator

Problem solved

Functional benefit

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• Sephora: Global multi-brand prestige beauty retailer offering cosmetics, skincare, haircare, and fragrance. Competes for the same premium-brand customers TBE serves, with much broader omnichannel reach.
• Ulta Beauty: Largest US multi-brand beauty specialty retailer combining cosmetics, skincare, haircare, fragrance, and salon services. Directly comparable assortment model and salon-plus-retail concept, though vastly larger scale.
• Beautylish: Online multi-brand beauty retailer curating cosmetics, skincare, and haircare with editorial content. Direct omnichannel comparable to TBE's e-commerce site given shared inventory-led retail of premium beauty brands.
• Sally Beauty: Specialty beauty retailer carrying professional and consumer haircare, skincare, nails, and cosmetics. Comparable multi-category beauty assortment though oriented toward value/professional channels rather than TBE's premium curation.
• Dermstore: Online retailer specializing in professional and clinical skincare and beauty brands, owned by The Hut Group. Comparable to TBE in its emphasis on premium, professional-grade beauty brands like Dermalogica and Murad sold via e-commerce.
• Bluemercury: Boutique multi-brand beauty retailer paired with in-store spa services, operating both physical and online channels. Closest structural analog to TBE's salon + curated retail combination, though larger store count and now owned by Macy's.
• CosBar: Multi-brand luxury beauty boutique retailer offering cosmetics, skincare, and fragrance with both physical stores and e-commerce. Comparable high-touch, curated assortment model targeting premium beauty consumers.

Broad incumbents

• Amazon Beauty: Largest online retailer carrying cosmetics, skincare, haircare, fragrance, and men's grooming from thousands of brands. Sets competitive pricing and convenience baseline for TBE's e-commerce channel.
• Macy's Beauty: Department store retailer carrying cosmetics, skincare, fragrance, and men's grooming both in-store and online. Wider assortment than TBE and substantially larger scale, but competes for the same general beauty shopper.
• Nordstrom Beauty: Department store with a significant beauty and fragrance assortment carried in-store and online. Overlaps with TBE's premium beauty category but as part of a much broader multi-category retail portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks4 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/total-beauty-salon

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 Total Beauty Asociate