JDO Academy

What JDO Academy does

JDO Academy B.V. is a privately held Dutch professional beauty education institution (KvK: 78314178) headquartered in Zaandijk with primary training operations in Amsterdam. Founded and led by internationally awarded Hair & Make-up Artist Juliette den Ouden, the academy delivers professional makeup artistry and hairstyling training through two flagship long-format hybrid programs: the 16-week Make-up Artist Class (€3,510) and the 8-week Hairstyling Class (€2,855). Around these core programs, JDO Academy offers a portfolio of intensive 1-3 day bootcamps and masterclasses (including bridal, editorial, and hairstyling bootcamps), short-format courses (Basic Make-up Class at €699), private classes, and B2B salon training programs. International reach is delivered through masterclasses in São Paulo, New York, and Germany, supported by a multilingual website in Dutch, English, and Portuguese.

The underlying technology stack combines in-person training at two Amsterdam venues (August Allebéplein and Het Haartheater) with digital learning infrastructure. The JDO Academy mobile app, built on the Passion.io platform, provides students with access to video lessons, replay recordings, community content, downloads, and coaching materials for one year from program start. The proprietary JDO Method® (registered trademark) encapsulates the curriculum, lesson structures, and teaching methodology as protected intellectual property. Course enrollment and merchandise sales run through a Shopify-powered webshop (shop.jdo-academy.nl), with payment processing via Stripe and Klarna-powered installment plans, email automation through MailBlue/ActiveCampaign, and invoicing via Wefact.

The business model is primarily B2C tuition-based, supplemented by B2B salon training, international masterclasses, and sales of curated equipment packages (Hairstyling Package €1,110; Make-up Package €995). Revenue streams are diversified across professional education programs, masterclasses and bootcamps, salon training, hardware/package sales, and digital subscription access. Distribution is direct-to-consumer through the e-commerce site for individual courses, with a consultative manual enrollment process for salon training. The go-to-market motion is event-driven (physical and online open evenings as primary demand-generation) layered on content marketing, social media presence (Instagram, Facebook), email newsletters, and brochure requests. Brand partnerships with Authentic Beauty Concept (founder as Global Advocate), Rezo Academy, and professional product brands (MAC, Schwarzkopf, Denman) plus CRKBO educational certification and 30+ international awards form the core of the competitive positioning.

Name

JDO Academy

Legal name

JDO Academy B.V.

Website

https://jdo-academy.nl

Company type

Private

Operating status

Operating

Short description

JDO Academy is a Dutch private beauty education institution founded by Juliette den Ouden, delivering professional hybrid makeup artistry and hairstyling training to aspiring beauty professionals through flagship multi-week programs, bootcamps, and international masterclasses, supported by a Passion.io-powered mobile app and direct-to-consumer e-commerce enrollment.

Ownership category

akta.pro rank

Product category

Professional Beauty Education and Training

NAICS

Cosmetology and Barber Schools (611511), Technical and Trade Schools (6115)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Makeup Artistry (EDAOALAF)

akta.pro secondary industries

Makeup Artistry Training Programs (HSALANAE), Continuing Education & License Exam Prep (CE/State Board Prep) (HSALANAL)

Keywords

• Beauty education
• Makeup artist training
• Hairstyling courses
• Professional beauty certification
• Beauty masterclasses

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Professional Education Programs: Core revenue from comprehensive makeup artist and hairstyling training programs. Hairstyling Class (8 weeks) priced at €2,855 total tuition; Make-up Artist Class (16 weeks) priced at €3,510 total tuition. Programs include practical training, portfolio building through professional photoshoots, and recognized certification.
2. Masterclasses and Bootcamps: Shorter intensive programs ranging from 1-3 days. Pricing varies significantly: 1-day programs from €199, 2-day programs from €800-€1,999, and 3-day bootcamps at €2,250-€3,299. Includes meals and certificates.
3. Salon Training: Customized training programs for salon teams. Minimum 5-hour sessions with custom pricing based on salon needs. Includes hairstyling, color courses, makeup workouts, and photo shoot training.
4. Training Materials and Packages: Sale of curated equipment and product packages: Hairstyling Package at €1,110 and Make-up Package at €995. Optional add-on purchases supporting the core educational programs.
5. Memberships and Subscriptions: Digital learning environment access provided for 1 year from program start date. App access, online lessons, replay recordings, community content, and downloads included with enrollment.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

JDO Academy delivers professional beauty education programs combining in-person training at its Amsterdam facilities with an online learning environment (JDO Academy App and Online Learning Environment). Its two flagship offerings are the 16-week Make-up Artist Class (€3,510) and the 8-week Hairstyling Class (€2,855), supported by 3-day bootcamps, international masterclasses, a Basic Make-up Class, Salon Training, and Private Classes. Students gain industry-recognized CRKBO certification, professional portfolio photoshoots, and access to the JDO Talent Agency network.

Product overview

JDO Academy is a beauty school specializing in professional makeup artistry and hairstyling education, founded by internationally awarded Hair & Make-up Artist Juliette den Ouden. The core offering consists of two long-format hybrid training programs — the Make-up Artist Class (16 weeks) and the Hairstyling Class (8 weeks) — both combining in-person academy sessions with an online learning platform. Around these core programs, JDO Academy offers a portfolio of intensive bootcamps and masterclasses (e.g., 3-day Make-up Bootcamp, Hairstyling Bootcamp, Bridal Make-up Bootcamp, Editorial Make-up Masterclass, and international masterclasses in Brazil, Germany, and New York), plus short-format offerings including Basic Make-up Class, Salon Training, and Private Classes. The JDO Academy App (built on Passion.io) and the Online Learning Environment provide the digital learning infrastructure. All programs include or offer access to professional photo shoots, personal coaching, and JDO network opportunities.

Differentiator

Problem solved

Functional benefit

Products and services

• Make-up Artist Class 16-week hybrid professional makeup artist training program combining in-person academy sessions with flexible online learning. Includes 15 lessons, a men's photo shoot, and a professional final photo shoot. Tuition €3,510 (€3,200 tuition VAT-exempt + €310 model fees). Aimed at aspiring and career-changing makeup artists.
• Hairstyling Class 8-week hybrid professional hairstyling training program combining hands-on academy sessions with online learning, covering cutting, styling, braiding, bridal looks, and extensions. Includes a professional final photo shoot. Tuition €2,855 (€2,700 tuition VAT-exempt + €155 model fees). For aspiring hairstylists.
• Basic Make-up Class 3-week introductory makeup class for beginners, kapsters, and anyone exploring the fundamentals of makeup artistry. Tuition €699.
• Make-up Bootcamp 3-day (27-hour) intensive makeup bootcamp for experienced artists seeking confidence, inspiration, and advanced technique development, culminating in a connecting dinner. Pricing available upon request.
• Hairstyling Bootcamp 3-day immersive hairstyling bootcamp at JDO Academy Amsterdam covering innovative techniques, inspiration, and networking. Includes lunches, dinner, and certificate. 27 hours of training, limited to 6 participants. Price €2,250.
• Bridal Make-up Bootcamp 3-day (27-hour) intensive bridal makeup bootcamp covering flawless foundation, long-lasting looks, cut crease, smokey eyes, and bridal facechart techniques. Limited to 5 participants. Pricing available upon request.
• Editorial Make-up 2-Day Masterclass 2-day high-fashion editorial makeup masterclass co-taught by Einat Dan and Juliette den Ouden, designed for ambitious artists breaking into the high-fashion world.
• Amsterdam Experience Team-based program combining inspiration, culture, education, and engagement, centered around discovering Amsterdam. Designed for groups.
• Unlock Your Creativity Masterclass (Brazil) 1-2 day inspirational masterclass in São Paulo, Brazil, with Look & Learn sessions and optional hands-on training with Juliette den Ouden. Designed to unlock creative potential.
• FlowTuition Masterclass (Germany) 2-day FlowTuition masterclass in Germany focused on balance, deeper personal connection, creativity, and inspiration.
• Fusion of Art and Texture (NYC) 2-day masterclass in New York City co-taught by Nubia Rezo (Rezo Academy) and Juliette den Ouden, covering textured hair cutting techniques and 3D hairstyling. Includes Look & Learn and hands-on training with a professional photo shoot. Price €1,999.
• Salon Training Customized in-salon or at-academy training for beauty salon teams, covering hairstyling, makeup, color, bridal, and sales techniques. Minimum 4 participants, starting from 5-hour sessions. Custom pricing based on salon needs.
• Private Class One-on-one personalized training in makeup or hairstyling, tailored to individual needs and goals. Custom pricing.
• JDO Hairstyling Package Optional €1,110 equipment package for hairstyling students including practice heads, styling tools (curling irons, blow dryers), brushes, combs, and styling products (salt spray, hairspray, serum, gel/wax, dry shampoo).
• JDO Make-Up Package Optional €995 equipment package for makeup students including JDO brushes and powder, MAC Cosmetics foundations and concealers, NYX eyeshadow palettes, Backstage tools, eyelashes, tweezers, and a VISAVI textbook.

Quantifiable outcome

• 95% student program completion rate
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature1 record

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

• Hairdressers Without BorderscoreOthersCharitable partnership where JDO Academy donates 5% of every registration to support Hairdressers Without Borders projects creating opportunities for underprivileged communities through hairdressing training and services.
• Unity for AlbinismcoreOthersCharitable partnership supporting people with albinism in Africa. JDO Academy contributes 5% of each registration to this cause alongside Hairdressers Without Borders.
• CRKBOcoreOthersCentral Register for Short Professional Education certification confirming JDO Academy as a recognized educational institution meeting Dutch quality standards for professional training.
• Authentic Beauty ConceptflagshipStrategic or Co-development PartnerJuliette den Ouden serves as Global Advocate for Authentic Beauty Concept, representing the brand internationally and aligning JDO Academy with a premium professional hair care brand.
• Rezo AcademyflagshipStrategic or Co-development PartnerCollaboration with Nubia Rezo's Rezo Academy in New York for the 'Fusion of Art and Texture' masterclass, combining Rezo Cut techniques with JDO's 3D hairstyling methodology for an exclusive international training program.
• Fnv MooiminorOthersListed as a partner organization, nature of partnership not explicitly detailed in available source material.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Rezo Academy: NYC-based hairstyling academy founded by Nubia Rezo, focused on textured hair cutting and 3D hairstyling. Directly comparable to JDO Academy — premium-priced, founder-led, celebrity-tutor-driven international masterclasses, and a confirmed collaboration partner on JDO's NYC 'Fusion of Art and Texture' masterclass.
• Kryolan Academy: Berlin-based professional makeup brand and academy offering pro makeup courses, masterclasses and certifications across multiple countries. Comparable target learner, multi-format programs, and international masterclass delivery to JDO Academy.
• Make-up Designory (MUD): US-based professional makeup school with multi-week certificate programs and short masterclasses in beauty, bridal, editorial and special effects makeup. Closely comparable curriculum, target learner, and program format to JDO Academy's core makeup artist class.
• Delamar Academy: UK-based makeup training school offering vocational makeup courses plus shorter masterclasses. Comparable to JDO Academy on core offering (makeup certification programs), in-person cohort model, and international student appeal.
• London College of Make-Up: UK vocational school offering professional makeup artistry training programs with portfolio-building and industry exposure. Comparable in target learner (aspiring pro makeup artists), course structure (multi-week certifications), and tuition tier to JDO Academy.

Broad incumbents

• Wella Professionals Education: Education arm of Wella offering hairdressing academies, masterclasses, and color certification programs worldwide. Comparable on hairstyling continuing education and salon-targeted training; broader portfolio and deeper geographic reach than JDO Academy.
• Sassoon Academy: Global hairdressing education brand operated by the established Sassoon group, offering vocational hairdressing courses across multiple countries. Comparable on hairstyling vocational training and international brand recognition, but operates as part of a much larger commercial hair group rather than as an independent founder-led academy.
• Schwarzkopf Professional Academy: Education offering from Schwarzkopf Professional covering color cutting and salon business training. Comparable on advanced hairstyling/color courses and salon B2B training; an existing JDO brand partner and significantly larger incumbent.
• L'Oréal Professionnel Academy: Brand-operated training arm of L'Oréal Professionnel, offering accredited hairdressing and color education globally. Comparable on advanced hairstyling/color training and salon B2B channels; operates at significantly larger scale and is subsidized by its parent brand.

Regional players

• Bibicos Beauty School: Dutch vocational beauty school offering makeup and hairstyling courses to the same domestic Dutch learner pool as JDO Academy. Comparable on course format, target audience, and Dutch-language market, though operates primarily as a multi-discipline beauty school rather than a makeup-artistry specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/jdoacademy
• Instagraminstagram.com/jdo_academy

Compliance1 record

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 JDO Academy