Identity Day Spa & Salon

What Identity Day Spa & Salon does

Identity Day Spa & Salon (legally and operationally referred to as Identity Salon and Spa) is a single-location luxury beauty and wellness salon located at 330 E. Main Street in downtown Pullman, Washington. The business is privately held, founder-owned by stylist Eva Marie, and operates as a Redken Club 5th Avenue Salon with near-exclusive use of Redken color, shampoo, conditioning, and styling products. It serves individual beauty and wellness consumers in the Pullman trade area and the Washington State University community, with services spanning precision haircuts, color and highlights (balayage, foilyage, dimensional color, platinum card, corrective color), perms, extensions, professional facial and body waxing including Brazilian services, esthetician specialties (brow lamination, Korean lash lifts, lash extensions), spa treatments, professional makeup, and nail services. The salon also hosts 1099 booth rental and commission arrangements for independent nail artists, estheticians, and other spa providers, layering a host-venue model on top of direct service delivery.

There is no proprietary technology platform. Operations run on standard small-business software: Vagaro powers primary online appointment booking, Glossgenius is used by esthetician Alexus for her individual stylist bookings, and the marketing website (identitysalondayspa.com) is built on WordPress with an Elegant Themes theme. The company maintains organic social presences on Facebook and Instagram but has no mobile app, no API surface, and no disclosed AI/ML capabilities. Pricing is unit-based and pay-as-you-go across services, with example price points including $26 for eyebrow wax, $77 for a signature Brazilian, and $115 for a full leg wax; maintenance discounts apply for returning clients within 30 days (brows) or 5 weeks (Brazilians).

The team comprises approximately 4–5 people — owner Eva Marie alongside stylists/estheticians Rachel, Alexus, and Tresa — and the business is fully bootstrapped with no institutional funding, no parent company, and no subsidiaries. Marketing is limited to organic social channels and the website, and the geographic footprint is a single storefront in Washington State, USA. Revenue is generated entirely through appointment-based service transactions plus 1099 booth rental and commission income from hosted beauty professionals.

Name

Identity Day Spa & Salon

Legal name

Identity Salon and Spa

Website

https://identitysalondayspa.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Identity Day Spa & Salon is a single-location luxury beauty salon in downtown Pullman, Washington, offering haircuts, color, waxing, lash, brow, makeup, and nail services to individual consumers and the Washington State University community.

Ownership category

akta.pro rank

Product category

Beauty Salon and Spa Services

NAICS

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

SIC

Services-Personal Services (7200)

akta.pro primary industry

Day Spas (HSALAFAA)

akta.pro secondary industry

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

Keywords

• Hair salon services
• Beauty spa treatments
• Esthetician services
• Lash extension services
• Professional hair coloring

Headquarters

HQ city

Lindale

HQ country

United States

HQ region

North America

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. Service Sales: The salon generates revenue through providing paid beauty and wellness services including haircuts, coloring, waxing, skincare treatments, lash services, and makeup applications. Services are priced individually and booked by appointment. The salon also employs a maintenance pricing structure for returning customers within specified timeframes.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Identity Day Spa & Salon is a boutique full-service day spa and salon offering hair styling, coloring, extensions, waxing, lash and brow services, custom facials, makeup applications, and nail services. The business is a Redken Club 5th Avenue Salon and delivers treatments through a small team of licensed stylists, estheticians, and nail technicians at its single Pullman, Washington location.

Product overview

Identity Salon and Spa is a single-location luxury beauty and wellness salon offering a unified suite of services. The core offerings include hair services (precision cuts, color, highlights, balayage, extensions, perms), waxing services (facial, body, and Brazilian waxing), esthetician services (brow lamination, Korean lash lifts, lash extensions), spa treatments, makeup applications, and nail services. The salon's specialties include corrective color and natural curly hair, with partnerships with Redken color products and booking integration through Vagaro and Glossgenius platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• Hair Color Services
• Hair Cuts and Styling
• Hair Extensions
• Waxing Services
• Esthetician Services
• Custom Facials
• Makeup Applications
• Nail Services

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

One partnership is on record.

• RedkencoreTechnology or IntegrationIdentity Salon is a Redken Club 5th Avenue Salon, indicating a recognized partnership status with Redken. The salon uses Redken color, shampoo, conditioning, and styling products with near exclusivity. This partnership provides access to professional-grade hair care products and brand recognition within the beauty industry.

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Supercuts: National walk-in hair salon chain. Comparable as a competing general hair-service provider serving similar walk-in and appointment customers in similar markets.
• Massage Envy: National membership-based spa and skincare chain. Comparable as a competing provider of spa-adjacent wellness services in similar suburban and mid-sized markets.
• Roosters Men's Grooming Center: A franchised full-service salon chain offering hair, color, and spa-like services for men and women. Comparable as a multi-service branded salon operator using a Redken-aligned product approach, though larger and less boutique than Identity.
• Cost Cutters: Value-oriented hair salon franchise with locations in small/college markets including the Pacific Northwest. Comparable as a competing salon targeting the same local demographic but at lower price points.
• Great Clips: The largest US walk-in hair salon franchise. Comparable as a competing hair-service provider in the same Pullman/college-town catchment, though positioned at value price points versus Identity's luxury orientation.
• Regis Corporation (SmartStyle, Supercuts): Parent company of major US salon brands including Supercuts and SmartStyle. Comparable as the corporate parent of direct chain competitors operating in the same consumer hair-service category.

Direct peers

• European Wax Center: Specialty waxing chain with a similar service line (facial, body, Brazilian waxing) and comparable maintenance-pricing cadence. Directly competes for Identity's waxing revenue stream.
• Hand & Stone Massage and Facial Spa: Franchised spa chain offering facials, massage, and hair removal — directly overlapping with Identity's waxing, facial, and spa treatment services and similar luxury boutique positioning.

Emerging players

• Amazing Lash Studio: Franchise focused on lash extensions, lifts, and brow services — overlapping with Identity's esthetician offerings (Korean lash lifts, brow lamination, lash extensions) and targeting similar demographics.

Others

• Vagaro (booking platform partner): SaaS appointment-booking platform used by Identity Salon. Listed as an ecosystem participant/enabler rather than a competitor — represents the technology infrastructure layer of the local salon industry.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/identitysalondayspa
• Instagraminstagram.com/hair_by_eva_marie

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 Identity Day Spa & Salon