LiveX aims to operate 100 salons at home and abroad this year, a target that marks the sharpest phase yet of the company's shift from a shared-salon startup into a multi-brand beauty group spanning franchises, education, hair care products and data services.

Founded in 2021 as a shared beauty salon business, LiveX lowered hairdressers' initial investment and fixed costs by letting them serve individual customers within shared spaces. The Seoul-based company now runs three formats: the salon franchise SALON A, the salon brand WENEED, and the premium salon WENEED BLACK.

How does data drive the operation?

Every store runs on GLAMIFY, an AI-based CRM solution that tracks customer visits and sales. LiveX uses this data for performance management and customer management, broken down by store and by designer. The same field data feeds product development and sales for the company's consumer lines.

CEO Song Jeong-woong framed the strategy in terms of systems, not styling. "Beauty is an industry where human skills and senses are important, but we need data and systems to support it for sustainable growth," he said. "We will create a structure in which hair designers and stores can grow together by connecting salons, education, products, and data."

Where is the expansion happening?

Domestically, LiveX is adding stores in Seoul and the wider metropolitan area's major commercial districts. The international push starts with Japan: beginning in Nagoya, the company has grown the market to five stores and is about to open its sixth. A Shanghai entry is planned for the end of the year, followed by Taiwan, Singapore and Indonesia.

Overseas, LiveX does not plan to export a single format. It intends to package hair technology, educational content, products and salon management methods together for each market.

What sits alongside the salons?

• BOB ACADEMY — online and offline technical and practical training for working hairdressers.
• TAMZ — a hair care brand extending salon-use products into home care for hair and scalp after treatments, complemented by cosmetics such as Klippe Essence and Perfume Bomb.
• Busan Hair Salon Trend (BHST) — a beauty-and-tourism program run with the Busan Tourism Organization that drew roughly 700 domestic and foreign beauticians this year. LiveX plans to expand it into content combining beauty education with tourism and MICE.

The business logic connects the pieces: salons secure customers, CRM data manages those customers and store operations, and education and products extend revenue beyond the chair. Going forward, LiveX plans to raise the share of overseas business across Japan, China, Taiwan and Southeast Asia while continuing to add domestic stores.