“Can a beauty booking marketplace become the full operating system for European salons by embedding payments, software, and compliance tools directly into salon workflows?”
Founded in 2008 as Wahanda, a UK beauty booking marketplace, the company aggressively consolidated European competitors through acquisitions between 2013–2015, culminating in the purchase of Dutch rival Treatwell, whose name it adopted in 2016. Majority-owned by Japan's Recruit Holdings since 2015, Treatwell has evolved from a pure marketplace into a vertical SaaS platform (Treatwell Connect/Expert) that also embeds payments (Treatwell Pay powered by Stripe) directly into salon management workflows. The 2025–2026 period saw the platform expand into social commerce via Instagram and TikTok booking integrations, targeting Gen Z consumers.
Treatwell processes payments through Stripe.
Treatwell was founded by Lopo Champalimaud and is founded in 2008, headquartered in London, United Kingdom.
Treatwell's acquisitions include Treatwell (Dutch) (2015), Salonmeister (2015), Lemon Labs (2015) and Beautycheck (2015).
Get a read on where your own stack stands against Treatwell and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.