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Our Story

Founded in 2011, Loxa Beauty was determined to bridge an important gap between consumers, beauty professionals and major manufacturers. In 2012 Loxa Beauty was acquired by BSG - Sally Beauty Holdings, Inc. and launched a new website platform in 2013.

Our mission is to connect consumers to all things beauty: professional brands, expert advice and professional beauty services. Loxa Beauty created patented technology called a Loxa® Script, that allows beauty professionals to recommend products to their clients and earn commission on each product sale. We hold a commitment to the professional industry and look to insert the voice of the expert into every element that we produce.