The beauty industry in Southern Malaysia is competitive, fast-moving, and constantly evolving. To stand out, a salon brand needs more than just skilled stylists — it requires a long-term growth vision and the ability to deliver consistent quality across multiple locations. LUXE Hair Group has achieved precisely that, making its mark as one of the most recognised salons in Malaysia.
What started as a single salon in 2016 has now evolved into a network of diverse and dynamic outlets, each catering to specific client needs while maintaining the LUXE standard of excellence. The hair group expansion was not random; it followed a carefully planned trajectory, fuelled by both market opportunities and client demand.
The Early Years: Building a Strong Foundation (2016–2017)
LUXE Hair Group opened its first Luxe Studio at KSL City Mall in 2016, positioning itself at one of Johor Bahru’s busiest retail hubs. This Salon was opened to attract both locals and visitors from Singapore, offering premium services in a convenient setting.
In 2017, the group launched Luxe Studio at KOMTAR JBCC and Urban Hair at KSL City Mall. These early expansions allowed the brand to test different service concepts and refine its operational systems. The goal was clear — create a strong, replicable model before scaling further.
Strategic Growth and Brand Diversification (2020–2021)
By 2020, LUXE Hair Group was ready to scale in a more significant way. That year saw three major openings: D’Luxe Studio at Mid Valley Southkey, Luxe Signature at City Square Mall, and Prostyle Studio, also at City Square Mall. These branches tapped into distinct customer segments — from style-conscious professionals to those seeking bespoke colour work.
In 2021, the group introduced Stay B at KOMTAR JBCC, appealing to a younger, trend-driven crowd, and Organic Mode at City Square Mall, which became the flagship for natural and sustainable haircare services. These moves marked a key turning point, proving that luxe salon branches could serve different niche markets without losing brand cohesion.
Expanding into Premium and Niche Segments (2022–2023)
In 2022, LUXE Aveda launched at KOMTAR JBCC, partnering with a globally recognised eco-luxury brand to target customers who value plant-based and high-performance products.
The year 2023 marked a period of rapid acceleration. Luxe introduced four new ventures:
- Organic Way at Seng Kang Grand Mall, expanding into the Singapore market.
- E.EX Hair Academy at City Square Mall, focusing on stylist training and skills development.
- E.EX Salon SPA at City Square Mall, adding a premium spa-inspired haircare experience.
- Luxe Nail Studio at KOMTAR JBCC, diversifying into nail and beauty services while strengthening the group’s lifestyle offering.
By diversifying services and locations, the group ensured that the hair group expansion was not just about quantity, but about creating a full-service beauty ecosystem.
Looking Ahead: Regional Footprint and Beyond (2024 and Forward)
In 2024, Organic Way expanded to Bugis+ in Singapore, cementing LUXE Hair Group’s cross-border presence. The addition of this location demonstrated the group’s readiness to compete in high-demand, urban markets beyond Malaysia.
With a clear expansion roadmap, the group is set to explore more high-traffic retail spaces across Southern Malaysia. Every new branch strengthens brand recognition, increases accessibility for clients, and builds on the core promise of exceptional quality.
The Secret Behind Sustainable Growth
The success of LUXE Hair Group’s model lies in its ability to blend creativity with structure. All stylists are trained to deliver consistent service standards, regardless of outlet. Centralised inventory systems, unified branding, and ongoing staff education ensure that the customer experience remains seamless.
Each new location is strategically chosen for its potential to reach untapped audiences while leveraging the group’s strong marketing presence. Rather than opening salons for the sake of numbers, every branch launch is backed by research, client data, and a clear positioning strategy.
From One Salon to a Multi-Brand Empire
Today, LUXE Hair Group’s portfolio includes trend-driven salons, eco-conscious organic salons, creative studios, a professional training academy, and beauty extensions, including nail services. This variety not only broadens the client base but also keeps the brand adaptable to shifts in consumer demand.
The journey from one Luxe Studio at KSL City Mall to a network of diverse luxe salon branches across Southern Malaysia and Singapore is a masterclass in how to grow a beauty brand with purpose.
For clients, this means more options, more convenience, and the assurance that whichever LUXE Hair Group branch they visit, they will be met with professionalism, innovation, and style that lasts. For the beauty industry, it is proof that with the right mix of vision, execution, and people, a local brand can grow into a regional leader without losing its identity.
