Beauty Works

What Beauty Works does

BeautyWorks is a multi-brand Australian specialty retailer and salon/spa operator focused on professional haircare, scalp care, skincare, and wellness products. The company curates and distributes over 110 global beauty brands including Kérastase, K18, Kevin Murphy, Oribe, Moroccanoil, and Medik8, serving individual consumers seeking professional-grade products with expert guidance. Its primary customer segments are beauty enthusiasts seeking solutions for specific hair, scalp, and skin concerns, salon service clients booking in-person treatments, and men's grooming customers.

The business operates an omnichannel model combining two physical retail locations in Melbourne (Melbourne Central and South Melbourne Market), a warehouse and distribution center in Caringbah NSW, and a 24/7 e-commerce store shipping nationally across Australia. BeautyWorks also provides professional salon and spa services at its Melbourne Central location, including scalp spa treatments, hair styling, Healite LED light therapy, and specialized treatments using Kérastase, Davines, Aveda, Christophe Robin, and Calecim products. The technology stack is a standard BigCommerce-based storefront with no proprietary platform technology identified; the differentiated asset is human expertise (beauty therapists, hairdressers, skin therapists) and the curated brand portfolio vetted by salon insiders.

Revenue is generated primarily through one-time retail product sales across price points ranging from budget to luxury (e.g., K18 masks at AUD $113.90, Kérastase Genesis Serum at AUD $101.90), supplemented by professional service revenue from in-salon treatments, gift certificates sold in $50-$500 denominations with a 1,095-day expiry, and a loyalty program now integrated with parent company Oz Hair and Beauty's Oz World credit system (10 points = $1 credit). BeautyWorks was acquired by Oz Hair and Beauty group, enabling cross-channel redemption and potential cross-selling through the parent company's retail network, though specific ownership terms, acquisition price, and revenue figures are not publicly disclosed.

Name

Beauty Works

Legal name

BeautyWorks

Website

https://beautyworks.com.au

Company type

Private

Operating status

Operating

Short description

BeautyWorks is an Australian multi-brand specialty retailer and salon operator offering 110+ professional haircare, skincare, scalp care, and wellness brands via two Melbourne stores and a national e-commerce platform, serving beauty enthusiasts and salon service clients.

Ownership category

akta.pro rank

Product category

Professional Beauty Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Beauty Salons (812112)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Haircutting & Styling Services (HSALAAAD)

akta.pro secondary industries

Beauty & Aesthetics Experiences (Facials, Skincare Clinics, Non-surgical Aesthetics) (THAJAHAK), Conditioners & Hair Masks (CRABABAB), Hair Styling Tools (Dryers, Straighteners, Curlers) (CRABAKAF)

Keywords

• Professional haircare retail
• Salon and spa services
• Multi-brand beauty store
• Skincare and scalp care
• Beauty e-commerce australia

Headquarters

HQ city

South Melbourne

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Retail Product Sales: BeautyWorks generates primary revenue through direct-to-consumer sales of professional haircare, skincare, scalp care, and beauty products. The company stocks over 110 global brands including Kérastase, Kevin Murphy, Oribe, Moroccanoil, Medik8, and others. Products are sold at fixed retail prices through both online store and physical retail locations with pricing ranging from budget-friendly items to luxury products (e.g., Kérastase Genesis Serum at $101.90, K18 masks at $113.90).
2. Salon and Spa Services: Revenue from professional salon and spa services including scalp spa treatments, hair styling, advanced facials, LED light therapy (Healite), and specialized treatments using branded products (Kérastase, Davines, Aveda, Christophe Robin, Calecim). Services are booked through their salon booking system and include complimentary 15-minute consultations.
3. Loyalty Program and Gift Certificates: Previously operated BeautyWorks Reward Points program (10% of purchase value earned as points). Program has since been converted to Oz World credit system through parent company Oz Hair and Beauty group. Gift certificates sold at $50, $100, $250, and $500 denominations with 1095-day expiration.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

BeautyWorks operates a multi-brand retail and salon business in Australia, selling professional haircare, scalp care, skincare, wellness, and men's grooming products from over 110 global brands through an e-commerce store and two physical retail locations in Melbourne. The company also offers in-house salon and spa services including scalp spa treatments, hair styling, Healite LED Light Therapy, and specialized hair growth treatments, supported by complimentary 15-minute consultations with qualified beauty professionals.

Product overview

BeautyWorks is a multi-brand e-commerce retailer and salon/spa operator specializing in professional haircare, scalp care, skincare, and wellness products. The company offers over 110 global beauty brands including Kérastase, K18, Kevin Murphy, Oribe, and Glowwa, alongside in-house salon and spa services. The business model combines online retail through its e-commerce platform (beautyworks.com.au) with physical retail stores in Melbourne (Melbourne Central and South Melbourne Market locations) and a dedicated scalp spa and salon. Products span haircare (shampoo, conditioner, treatments, styling, electrical tools, accessories), scalp care, skincare (face, body, eye care), wellness supplements, and men's grooming. The company also offers gift certificates, a loyalty program (now integrated with Oz World), and curated product bundles.

Differentiator

Problem solved

Functional benefit

Products and services

• Kérastase Hair Care Products Luxury haircare brand offering shampoos, conditioners, treatments, hair oils, and styling products across ranges including Chronologique, Blond Absolu, Genesis (anti-hair fall), Densifique, Discipline, Curl Manifesto, and Specifique, for consumers seeking professional-grade haircare solutions.
• K18 Hair Treatment Products Biotech-powered haircare brand featuring patented K18PEPTIDE for molecular-level hair repair, including Leave-in Molecular Repair Hair Mask, Detox Shampoo, Molecular Repair Hair Oil, Heat Protectant, and Volume Spray for consumers with damaged or color-treated hair.
• Kevin Murphy Hair Care Products Australian-born sulphate-free, paraben-free, and cruelty-free haircare brand organized by benefit including Hydrate, Detox, Volume, Scalp, and Thickening ranges, alongside Session styling products for everyday consumers.
• Oribe Hair Care Products Luxury haircare brand with 153 products across ranges including Beautiful Color, Bright Blonde, Gold Lust, Hair Alchemy, Magnificent Volume, Moisture & Control, Serene Scalp, Silverati, and Supershine, addressing diverse hair types and concerns.
• Glowwa Hair Food Supplements UK-born supplement brand with award-winning hair food capsules containing biotin, zinc, B-vitamins, hyaluronic acid, and adaptogens like ashwagandha, supporting hair growth, reduced shedding, and scalp health from within. Includes Hair Food Original and Hair Food Menopause formulations.
• Haircare Products (General Catalog) General haircare assortment including shampoo, conditioner, dry shampoo, bond repair treatments, detangling products, hair masks, hair oils and serums, overnight treatments, pre-shampoo treatments, smoothing treatments, hair sprays, texture sprays, styling creams and waxes, heat protectants, color protectants, hair dyes, root touch-up, and travel sizes.
• Scalp Care Products Specialized scalp products including scalp cleansers, conditioners, treatments, toners, serums, scrubs, and massagers, addressing concerns such as dandruff, dry scalp, flaky/itchy scalp, oily scalp, sensitive scalp, and thinning scalp.
• Skincare Products Face care (cleansers, toners, moisturisers, masks, serums, oils, scrubs/exfoliants), body care (lotion, body oils, scrubs, body wash, hand cream/wash), eye care (eye masks, cream, serums, lash/brow serums), lip care, nail care, sunscreen/SPF, self-tanning, and skincare tools/devices.
• Electrical Hair Tools Professional-grade styling tools including clippers and trimmers, curling wands, hair dryers, hair straighteners, hot brushes, hot rollers, and electrical accessories for at-home styling.
• Hair Accessories & Brushes Hair clips and claws, cutting scissors, hair ties and scrunchies, hair wraps and caps, headbands, velcro rollers, combs, curl defining brushes, detangling brushes, paddle brushes, and round brushes.
• Men's Grooming Products Men's haircare including shampoo, conditioner, hair styling products, men's skincare, hair clippers and shavers, shaving products, and beard grooming products.
• Wellness Products Hair growth supplements, vitamins and tablets, oral care, self-care accessories, perfume, and home fragrance and candles.
• Bundles & Gift Sets Curated value bundles including Apotecari, Aspect, Aveda, Christophe Robin, De Lorenzo, Kevin Murphy, Ms Morning, Olaplex, Kérastase, Color Wow, Medik8, K18, Philip Kingsley, ELEVEN Australia, and Pure Body Luxe bundles.
• Scalp Spa & Salon Services In-house professional salon and spa treatments including scalp spa treatments, hair styling, Healite LED Light Therapy skin rejuvenation, and specialized hair growth treatments, with signature treatments from Kérastase, Davines, Aveda, Christophe Robin, and Calecim. Bookings via the salon booking system with complimentary 15-minute consultations.
• Gift Certificates Digital gift certificates available in denominations of $50, $100, $250, and $500, valid for 1095 days (3 years) from purchase, redeemable across BeautyWorks products and services.

Quantifiable outcome

• 96% of Glowwa users noticed less hair loss after 8-12 weeks of use (Glowwa brand statistics featured on site)
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Oz Hair and Beauty GroupcoreStrategic or Co-development PartnerBeautyWorks was acquired by and became part of Oz Hair and Beauty group. The BeautyWorks Reward Points program has been converted to Oz World credit system, allowing customers to redeem credit online at ozhairandbeauty.com and in-store at both BeautyWorks and Oz Hair and Beauty locations. Conversion rate is $1 Oz World credit for every 10 BeautyWorks reward points.

Scale indicators2 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Adore Beauty: Australia's leading online multi-brand beauty retailer, carrying a comparable professional haircare and skincare assortment. Competes directly with BeautyWorks for the same digitally-engaged Australian beauty consumer across haircare, skincare, and wellness categories.
• Oz Hair and Beauty: BeautyWorks' parent company and a multi-brand haircare and beauty retailer with its own store network. Operates a near-identical retail-services model and shares the Oz World loyalty currency with BeautyWorks post-acquisition.
• MECCA: Australian premium multi-brand beauty retailer with national physical stores, e-commerce, and in-store services. Directly comparable to BeautyWorks in curated premium brand positioning, services-led differentiation, and target customer.

Regional players

• Priceline Pharmacy: Australian health and beauty retailer with national physical and online presence. Overlaps with BeautyWorks on haircare and skincare, but competes more on price-led everyday personal care rather than premium professional curation.
• Chemist Warehouse: Australia's largest discount health and beauty retailer, both online and via extensive physical stores. Competes with BeautyWorks on haircare and skincare SKUs at lower price points, putting pressure on BeautyWorks' mid-tier and mass-premium tiers.

Broad incumbents

• Space NK: UK and global premium multi-brand beauty retailer with curated brand assortments and services. Comparable to BeautyWorks in premium brand focus, customer profile, and integrated services, though operating at larger geographic scale.
• Sephora (Australia): Global multi-brand beauty retailer with an Australian footprint. Overlaps with BeautyWorks across haircare, skincare, and fragrance assortment and the same Australian consumer, but operates at significantly larger scale with broader category coverage.
• Ulta Beauty: US multi-brand beauty retailer combining an extensive product assortment with in-store salon and spa services. Closest international analogue to BeautyWorks' integrated retail-plus-services model and premium brand curation strategy.

Others

• David Jones: Australian premium department store with a substantial beauty hall featuring professional and prestige brands. Adjacent competitor for premium haircare and skincare spend rather than direct competitor, but shares customer overlap with BeautyWorks.
• Myer: Australian department store chain with a meaningful beauty category across haircare, skincare, and fragrance. Indirect competitor for premium beauty spend rather than a direct peer, but competes for the same Australian middle-to-upper consumer wallet.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/beauty.works.au
• Instagraminstagram.com/beauty.works.au

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 Beauty Works