One group, every craft the work requires
EX Group is a Singapore-headquartered beauty group. It holds 10 houses across 7 crafts, operating in Singapore and Malaysia — salons, direct-to-consumer product, a creator studio, and the academy that trains the people behind all of it.
We aim to recreate how people experience beauty
That is only a sentence worth writing if you control enough of the experience to change it. A salon chain owns one link. A product brand owns another. This group holds training, service, content and product at once, which is what makes the aim a description of how it operates rather than an aspiration.
- 01
Toni International trains
The academy teaches the craft. It is ours, not a supplier relationship, so the standard taught is the standard expected on the floor.
- 02
The salons employ
Graduates go on to stand in our own rooms — hair, scalp, skin and colour, in Singapore and Malaysia. Opening a new site does not depend on hiring away someone else's stylists.
- 03
The studio publishes
Bang Bang Bang films and photographs the work itself rather than advertising around it. The room, the technique and the result are the material.
- 04
The product brands supply
Inaiya, Jekemi and Hide Selection make what the floor recommends, so the advice and the bottle come from the same place.
- 05
And it returns to the floor
Audience becomes demand, demand fills chairs, and filled chairs need more people — which is where the academy started.
Two markets, both current
Singapore
Headquarters and the larger retail base. Hair, scalp and skin all operate here, alongside the academy and the studio.
Malaysia
A live market with a colour house operating now, not a plan for later. Colour is led from Kuala Lumpur rather than followed there.
See all 10 houses — or read about the academy.