FashionTV to launch salon chain

Global network FashionTV is gearing up to launch fBeauty, a chain of beauty salons offering makeovers, hair styling and facials from niche brands.

The first of five standalone fBeauty sites will open on London’s South Molton Street in Mayfair at the end of October, with plans for two more central London locations in the pipeline.

Following those, fBeauty chief executive Jordan Wirth confirmed the company has plans for two further sites either in the UK or other European capitals, with all five set to be up and running by the end of year one.

The sites will have a retail focus but also offer treatments with niche and international brands that aren’t readily available in the UK. They will aim to recreate the experience a model would receive before she steps on the catwalk.

“The first floor will be mainly make-up orientated with six stations to offer makeovers and the basement will host five luxurious treatment rooms offering facial treatments. There will also be a hair care offer to be revealed at the launch in October,” said Wirth.

fBeauty has employed celebrity make-up artist Natasha Daniels to head up the cosmetics department, with skincare specialist Abraham Leloum to lead the skincare side of the business.

There are also plans for fBeauty to launch its own product range in partnership with FTV. Wirth said, “The range will offer products in skincare, make-up and hair care, and should be ready to launch within the next 12 months.”

Wirth sees FashionTV’s move into professional beauty as a “natural fusion for beauty products to be linked directly with the most updated fashion and beauty media”. The salons will have opulent high-gloss interiors and feature several large video screens to showcase brands. He added, “It is a secure investment for us, because beauty in our time is a basic need, and affordable for most consumers.”

This story first appeared in the September issue of Professional Beauty magazine. To make sure you’re the first to read excusive news, subscribe for £37 a year for print issues, or just £4.99 a year for 12 full digital issues.