Enjoy the benefits of innovative rollmassage at Beautiful Me

Rollmassage has many proven health benefits like boosting the flow in the lymphatic system and removing toxins from the body. It’s also been effective at helping reduce cellulite and body circumference (up to 20cm). A unique procedure was created specifically for this franchise, in collaboration with doctors and lymphatic system specialists. With their help, we designed and patented a better, smarter, fully automated rollmassage machine. But we decided to go even further: we created a relaxing, intimate atmosphere where the customers can release their stress and feel pampered: they come back for the good it does to their bodies and their minds.

Beautiful Me rollmassage salon is the world’s first salon to make rollmassage conveniently accessible to everyone. The exclusive smart-salon concept keeps the operational costs low and the profit high. Since its initial opening in Tallinn in 2017, Beautiful Me has grown to over 11 locations across Estonia and Sweden, offering healing body treatment services and friendly personal approach to each customer visiting their salons. Enjoy the benefits of innovative rollmassage at Beautiful Me, that was co-founded by Kee Abel & Erko Käärats.

1.How did you enter in the franchise business?

After having built a strong and successful business with smart salons in Estonia’s 7 biggest cities we were discovered by one of the world’s leading franchise developers Francorp.

Francorp Baltic and Beautiful Me worked together to ensure our franchise concept is internationally acknowledged and competitive in the global market.

Beautiful Me then launched the world’s first smart salon concept and Estonia’s first overseas franchise in 2020. Our first salon opened last fall in Sweden and has shown some fantastic growth, even in the current economic environment.

2. Where and how did the idea of your concept come from?

Rollmassage technology or the idea itself has been around for about 100 years. In the 1920s it was used by doctors to help revive cancer patients’ lymphatic systems after chemotherapy.
In the 1940s the US beauty and wellness industry started using the technology. It was commonly used in gyms and wellbeing centres.
Up until then the procedure wasn’t easily accessible for the wider public.

Few years back I came across the rollmassage machine and since I’ve always had interest and very good understanding of medicine and wellness, I knew this was something special. I straight away felt the difference it made to my internal wellbeing and understood the affects that it can have to our lymphatic system. I then decided that this is something that has to be made available to everyone in a relaxing and healthy environment.

We then collaborated with doctors and scientists specialising in rehabilitation and lymphatic system to enhance the machine and take the procedure to another level whilst making it accessible for everyone around us.

When it comes to the whole concept, we wanted it to be a contactless procedure so we worked with some of the leading IT specialists in Estonia to develop something that the world had not seen before – a smart salon. Initially the business was built for the market in Estonia but 5 years later we are keen to take it overseas.

3.What inspired the brand name?

When it comes to the brand name – Beautiful Me, it has been very well received and the idea came from the fact that we are all beautiful in our own way and the beauty comes from within. When we feel good and healthy, then we also feel more beautiful in every way. By looking after your lymphatic system and internal wellbeing, we also look after our general wellness. Health and beauty come hand in hand. People see us the way we feel and that’s how the name came to be.

4.What is the story behind the brand’s logo?

After we had the name for the brand, we wanted the logo to enhance it and bring out the importance of the word ‘Me’ as it all starts from us as individuals and as previously mentioned, our internal wellbeing is what matters most. We wanted the logo to have a nice smooth lines and flow. The woman figure in our logo represents a strong and healthy female but doesn’t mean that our rollmassage procedure is only for women. It is also not a reflection on how we see an ideal body because as mentioned before the word ‘Beautiful’ stands for how we feel from within.

5. What makes your brand different from your competitors?

Well to begin with, we are the world’s first smart salon concept with innovative and patented rollmassage machines. Our rollmassage machines have uniquely developed programmes that are patented. These different settings and programmes on our machines were developed in collaboration with some of the Scandinavia’s best doctors and leading rehabilitation specialists.
And when we talk about the brand, it’s not just the machines, the name and the lymphatic massage, there’s so much more we have done to make sure we are innovative and attractive for the global market.
We have built a comprehensive online training platform for not just the franchisees but for their managers and hostesses as well. We offer valuable support through that platform to all of our franchisees wherever they are in the world. We have also embraced the fact that some of world’s most talented IT people come from Estonia and so we have worked very closely with them to ensure we really are the most innovative smart salon concept in every way.

6. What are the essential qualities that you look for in a franchisee?

Our franchise concept has been developed to suit anyone from someone who is looking to start their own small business to big international investors. Because we offer comprehensive training and support in every aspect, anyone who is determined to start their own business can become the next Beautiful Me rollmassage smart salon franchisee.
Thanks to low start up fees and fixed monthly franchise fee, anyone who falls in love with the concept and brand can make this dream come true.
Overall we are looking for franchisees who love what we stand for and understand the importance of internal wellbeing.
We are looking for a franchisee who is a positive thinker, team player and wants to go far, together. At Beautiful Me we have a saying: if you want to go fast, go alone but if you want to go far, then go as a team.

7. How long does it take, in an average, for your franchisee to realize their investment?

Our franchise has been built up so that our franchisee’s start up costs are as low as possible and monthly fees are fixed. This helps them realize their investment sooner than with most other beauty salon concepts.
Beautiful Me franchise’s aim is to support multi site openings and earn profit in the first year (depending on location, rent costs and some other elements). We aim to help our franchisees open more than one site as quickly as possible.

8. What was the major challenge you faced in your career, and how did you overcome it?

I think it’s easy to say that the last 16 months have been the most challenging for all entrepreneurs. We have had to get more creative than ever before with so many businesses shut with very little support. Luckily our business model and the fact that we are a contactless smart salon, we have been lucky enough to be able to operate throughout the pandemic.
We worked together with local health authorities to ensure that we are able to operate and customers know that it is safe to visit all of our salons. Due to spacious sites, contact free procedure and all additional health and safety procedures we made sure we stayed open.
It has definitely been challenging like it has been for everyone but we will come out of this stronger than ever because we have a fantastic team behind our brand.

8.1. What is your best achievement?

It is safe to say that our best achievement is starting a business from the ground up, making it successful and developing an internationally acknowledged franchise whilst doing all that.
Our brand as whole is our best achievement – our team behind it all, being the world’s first smart salon, the fact that we have patented all of our machines and programmes and managed to protect and grow at the same time is something we are very proud of.
But we definitely couldn’t have done it with the right team!

9. How does your business day start?

Well firstly, all of our mornings start with our two beautiful daughters, family breakfast and school runs. These mornings give us energy to seize the day and make the most of it. We like to arrive at the office early. Our HQ is in Tallinn, Estonia and this is where we operate all of our franchises.
We make sure we motivate our team from the start of the day to ensure the best result we can have.

10. What was your best moment throughout your franchise career?

I’m sure it is the same for everyone else who has ever started a franchise – it is and will always be the opening of our very first overseas franchise salon. The moment you realise that all your hard work has paid off and your brand has come so far. Someone in the world believes in it so much and has decided to invest and start their own business. I think it’s like with all of our ‘firsts’, it is just a very memorable moment.

11. Where do you see your brand in the next 5 years?

We see our brand having salons in the US, Middle East and Europe. We aim to have 23 franchise locations by the end of 2026. We see a fun, business minded and international team who will take us even further.
Our team is currently setting up our 10 year business development plan which we are very excited about.

12. Any tips you want to impart to our readers who want to be in the franchise industry?

The Best piece of advice I can give to all the franchisors is to work with a franchise developer to help make sure you’re internationally acknowledged and prepared for the global market.
And to all the future franchisees – I suggest you to look for a brand that has been developed in collaboration with professional franchise developers and has been tried and tested to be the best on the international market.

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