HAIRCARE

Haircare is the oldest service available at LE.WELL. This is where our journey began. In 2000, we started operating a few beauty salons in Riga, with a one-brand beauty and door-to-door sales strategy. To this day – more than 20 years later – the sales channels for our beauty salons, barber shops and day spas have remained highly specific, as our relationships have been built not with the salon owners, but with each individual professional. As the competition between brands has increased rapidly, haircare professionals have also become more demanding. As a result, establishing and maintaining a strong relationship is one of the main challenges faced by beauty suppliers.

During our 20-year journey as the LE.WELL company, we have earned our reputation as a trusted partner in the market by establishing close relationships with more than 15,000 Level A and A+ beauty salons in eight European countries. This allows us to gather useful information about changes in the market situation very quickly. It is only by knowing exactly what professionals need and by analysing your competitors that we can offer you something different and something special, to ensure you maintain your leading position. Haircare products currently account for 15% of LE.WELL’s turnover.

Over the last few years, beauty salons have been faced with major challenges in the area of e-commerce. E-commerce is acting in an uncompetitive manner to directly reduce the income of beauty professionals. This is why the demand for niche haircare products from beauty salons with properly controlled online sales is particularly strong. Over the past couple of years, LE.WELL has dropped some brands in this category due to uncontrolled online trade.