Where this came from
It started with people who chose to follow.
Before EX had brands, outlets or a group behind its name, there was Nico — and a small group of people who believed enough in her to leave what they knew and begin again.
Seven of them came from different salons.
They weren’t following a company. There wasn’t one yet.
They were following a person they trusted.
Together with Amy and Karve, Nico began building what would become EX Style in 2014 — a neighbourhood salon shaped less by a grand business plan than by the people inside it. Public records of the brand still trace EX Style’s beginnings to that year and describe its first chapter as a neighbourhood salon.
They worked beside one another. Built clients together. Learned together. And as the people grew, the business grew with them.
EX Style became a retail chain. The salons moved into malls. New businesses followed. Eventually, EX Style became EX Group.
But the principle underneath it never really changed.
People first. The brand comes after.
Because EX was never built only by asking people to work for a name.
It was built by giving good people a place to grow until, one day, they could build a name of their own.