Industry News

BSG Previews Loxa Beauty E-Commerce Site

Anne Moratto | February 27, 2014 | 5:38 PM

Consumers will soon have a new, diversion-free option to buy professional salon products online, and stylists and salon owners are only a few clicks away from getting credit for the transactions.

Loxa Beauty, the e-commerce website and mobile app that specializes in selling salon products to consumers while supporting salon professionals through an online sales commission, has launched a preview version of to beauty professionals.

Beauty Systems Group, the professional distribution division of Sally Beauty Holdings, acquired Loxa Beauty in 2013 and formally unveiled the platform to executives of leading salon brand partners at a vendor and media day at BSG headquarters in Denton, Texas, on February 20. A launch of the site to consumers will take place mid-March.

BSG Previews Loxa Beauty E-Commerce Site

 John Golliher, President, Beauty Systems Group, said Loxa Beauty will offer over 3,000 authentic salon products authorized by manufacturers (including Paul Mitchell, Joico, CHI, American Crew and more), commissions to stylists and salons on 100 percent of the sales and complete transparency on every sale. He emphasized that the target market for Loxa is the consumer who prefers to shop online and is already buying there instead of in the salon.

 “Loxa Beauty was created to extend the salon shopping experience beyond the stylists’ chair,” says Janell Shaffer, Managing Director of Loxa Beauty. “This revolutionary platform bridges the gap between the salons/stylists, clients and professional beauty products. By awarding a commission on every sale, we are able to keep the stylist at the center of the shopping experience.”

Loxa Beauty also features a tool for stylists to recommend products to their clients, called HairScription. It sends an email to the client with product recommendations and a “buy now” link. When the client responds, they are sent to Loxa Beauty to check out and their stylist receives the compensation via a 12.5 percent commission paid via a PayPal account.

 Another tool, LoxaLocal, ensures a salon or stylist is financially rewarded on every purchase, regardless if the consumer does or does not choose a salon/stylist at checkout. If a consumer buys product from Loxa Beauty without selecting a stylist to receive the compensation, Loxa Local selects a stylist or salon by using a complex algorithm designed to fairly distribute the commission.

 “I would explain Loxa Beauty to other stylists as a partner, someone you can use to help your clients get the best service possible,” says Will Turpin, a Loxa Beauty stylist member. “Loxa Beauty provides a virtual retail shop and gives me the opportunity to recommend the products I want to my clients.”

 Response and support from manufacturers has also been positive.

 “Finally there’s a website that offers everything for the “beauty obsessed” consumer, said Sara Jones, Sr. V.P. and General Manager of Joico and ISO Brands. “Consumers will love the high quality information Loxa will provide, along with the convenience of online shopping. We feel this will be a great opportunity for to deepen our connection with our customers. “

 To preview the site, visit and request access, and visit the site’s YouTube page for informational videos (see links below).

 Loxa Beauty membership requires no investment or contract commitments from salons or stylists. Features include customizable salon and stylist profile pages and support from manufacturers. For more information, visit

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