On-demand beauty app Ruuby is going global thanks to its first acquisition

Amelia Heathman
Ruuby launched in 2015 as the

The London-based beauty concierge app Ruuby has made its first acquisition in the form of luxury mobile beauty and wellness consultancy Perfect 10 for an undisclosed sum.

It’s a big moment for the business which only launched three years ago and will see Ruuby expanding its beauty services across the world.

On-demand beauty is an increasingly competitive market. Apps like Ruuby, Blow LTD and Uber-backed bgX allow customers to book different beauty treatments and sees a trained specialist arrive at their homes to carry out the treatment.

Whether its a blow dry, a manicure, or even an at-home massage, there is always a beauty stylist in London ready to book.

Perfect 10 operated a little different to these other platforms. Launched in 2011, though it offered at home treatments, it also included an elite membership division named Black Label.

For an annual fee, Black Label members could have a Perfect 10 stylist travel with them to provide beauty treatments around the globe, whilst also operating a network of stylists across the Middle East, Europe and Australia.

For Ruuby, the acquisition of its competitor will cement its position in the on-demand beauty space as well expand its network of stylists globally. Earlier this year, Ruuby’s CEO Venetia Archer told the Standard that she hoped to expand Ruuby’s services internationally and the Perfect 10 acquisition will achieve this goal.

Discussing the acquisition, Archer said: “Perfect 10 enjoys a strong reputation, and has demonstrated real operational excellence in the beauty services space. We are delighted to introduce their elite “Black Label” membership to our platform, allowing us to deliver an unparalleled quality of beauty service in the UK and overseas.”

Perfect 10’s CEO Charlie McCorry, an experienced therapist and cosmetologist, will be joining Ruuby as its chief operations officer and will focus on scaling the merged operations on the Ruuby platform.

“Ruuby is renowned for their advanced technical capabilities and have really shaken up the beauty and wellness industry. We are looking forward to combining our areas of strength to make Ruuby the global leader in the beauty and tech space,” said McCorry.