By: Alexandra Winters
BeautyRightBack (BRB) is challenging the high costs of luxury beauty services with a subscription-based model that allows customers to enjoy unlimited services for a flat monthly fee. The company, which has expanded to 10 locations in New York and attracted over 12,000 subscribers, is turning to technology to make high-end beauty treatments more accessible.
The said subscription model disrupts traditional pay-per-service systems by offering predictability and affordability to customers. BRB’s flat-rate pricing removes the financial barriers often preventing many from seeking regular beauty treatments. “Beauty services should not feel like a luxury that only some can afford,” says Michel Cuero, CEO of BRB. “We’re making high-quality experiences available to everyone.”
The company’s competitive edge is its use of artificial intelligence (AI) to personalize service recommendations and streamline operations for both customers and salons. This technology makes the entire experience smoother and more tailored to individual needs.
Smarter Beauty Solutions Through Technology
BRB employs AI Concierge, a tool supporting customers and salon operators alike. With it, customers can book appointments and receive product recommendations designed to their preferences, while salon owners use the same system to optimize scheduling and maximize revenue.
Data security also plays a vital role in BRB’s operations. The company’s platform complies with strict privacy standards, protecting sensitive customer and salon information. These technological advancements allow the company to maintain consistency and reliability across its locations while enhancing user satisfaction.
According to company data, salons partnering with BRB have reported a tenfold increase in revenue. By eliminating the traditional service fee structure, the subscription model encourages more appointments, ultimately benefiting the salons and their staff.
Growth in the Beauty Tech Market
Statista revealed that the beauty tech industry in the United States is forecasted to reach $8.56 billion in revenue in 2024, with subscription-based services contributing significantly to the growth. Consumer demand for convenience and affordability has driven innovation in personalized beauty consultations and virtual product try-ons.
BRB’s entry into this competitive space reflects the growing adoption of artificial intelligence and automation to enhance customer experiences. The company has also prioritized inclusivity, responding to market demand for services designed to meet diverse customer needs.
“Technology allows us to cater to a wide range of preferences and requirements,” Cuero explains. “Our platform is not just about convenience; it’s about creating equity in the beauty industry.”
Balancing Growth and Challenges
Despite its rapid expansion, BRB faces challenges in scaling its model while maintaining quality. The subscription-based approach requires a careful balance to ensure customer demand does not overwhelm salon capacity. Salon partners are provided with training and operational support to address this concern.
Industry competition also remains a factor. Companies like ClassPass, Fresha, and Booksy offer various models for beauty service management, but BRB differentiates itself through its subscription focus and AI-driven efficiency.
Expanding into new markets, including Canada, is part of BRB’s strategy for 2024-2025. The company anticipates its mix of affordability, technology, and scalability will continue to resonate with a growing customer base.
A Vision for Accessibility
Cuero’s leadership reflects a vision of democratizing access to beauty services, grounded in his belief that affordability and quality can coexist. BRB’s mission includes redefining how beauty services are consumed and supporting the industry’s workforce through innovative partnerships and tools.
“Our goal is to uplift everyone involved—from the customer to the salon owner,” says Cuero. “We’re proving that an inclusive and efficient business model benefits all parties.” As BRB continues to grow and combine technology with a subscription-based approach, the company offers a glimpse into a future where luxury beauty is no longer exclusive.
Published by Charlie N.
