1. Select your product and add it to your basket.
2. Go to the checkout.
3. Fill in your delivery details. Business? Choose ‘Business’ and enter your VAT number.
4. Log in, create an account or continue as a guest.
5. Choose your delivery method and pay securely.

You pay securely via Mollie, without extra costs for your payment method:

• Directly via your bank: Bancontact, iDEAL and Wero, Belfius payment button
• Card: Visa, Mastercard, American Express, Maestro
• Wallets: PayPal and Apple Pay
• Pay later or in instalments: Klarna Pay later, Klarna in 3 instalments and In3

All details per method are on our page Payment methods.

Yes. With Klarna Pay later you pay up to 30 days after shipping, with Klarna in 3 instalments you spread the amount over three payments (now, after 30 and after 60 days), both available for customers from the Netherlands and Belgium. In3 is available for Dutch customers. You never pay extra for these methods with us; Klarna and In3 assess each request themselves.

1. Confirmation e-mail: after your order you immediately receive a confirmation e-mail.
2. Confirmation page: a page with your order number appears.
3. No confirmation? Check your spam folder or contact us.

Changes and cancellations are possible as long as your order has not been shipped yet.

1. Check the status of your order.
2. Contact our customer service as soon as possible, preferably via WhatsApp with your order number.
3. We confirm the change or cancellation by e-mail or phone.

If a payment is not completed, no money is debited either. Try again or choose another payment method. Do you get an error message (for example error code #101)? Send us a screenshot, your e-mail address and your basket or order number via WhatsApp or e-mail, and we solve it right away. After solving a confirmed error message and placing your order, we add a free gift to your parcel.

Processing time per payment method:

• PayPal and Klarna: usually immediately.
• Bancontact, iDEAL and Belfius: 2 to 5 working days.
• Card payments: up to 10 working days.

After processing you automatically receive a confirmation by e-mail.

Yes, all prices in the webshop include VAT. At the checkout no hidden costs are added, only any shipping costs, which are clearly shown in advance. Business customers from another EU country with a valid VAT number pay 0% VAT via the reverse charge (see the section Business customers).

If you order on a working day before 16:00, we ship the same day. If you order after 16:00, at the weekend or on a public holiday, your parcel leaves the next working day. On our shipping page a live tool calculates your expected delivery day based on the current Belgian day and time.

• Belgium, the Netherlands and Luxembourg: the next working day
• Germany and France: 1 to 2 working days
• Rest of Europe: 1 to 3 working days, or the next working day with DHL Express Urgent
• Outside Europe: 2 to 3 working days with DHL Express Urgent

Delivery times are indicative and apply to a successful delivery attempt, counted from the day of shipping.

• Belgium and the Netherlands: free shipping from 40 euro.
• Other countries: the rate depends on the country and the carrier and is shown before you pay.

We deliver throughout Europe and worldwide, including the Middle East and South Africa. From our warehouse in Antwerp, in the heart of Europe, we deliver particularly fast:

• Belgium, the Netherlands and Luxembourg: the next working day
• Germany and France: 1 to 2 working days
• Rest of Europe: 1 to 3 working days (DHL Express 1 to 2, GLS and DPD 2 to 3), or the next working day with DHL Express Urgent
• Outside Europe: 2 to 3 working days with DHL Express Urgent

How does it work?

1. Check during the checkout whether your country is among the available delivery countries. If so, order directly via the webshop.
2. Is your country not listed? Then our team creates a manual order for you. You get a clear overview of the prices and the shipping costs to your country in advance.

We work with reliable carriers:

• DHL Express: fast international delivery, in Europe within 1 to 2 working days
• DHL Express Urgent: our fastest option, the next working day throughout Europe and 2 to 3 working days worldwide
• PostNL: standard shipping in Belgium and the Netherlands
• GLS and DPD: standard shipping in Europe, at home or at a pickup point

With every shipment you receive a Track & Trace link.

1. As soon as your order has been shipped, you receive a shipping confirmation by e-mail.
2. It contains your Track & Trace number and a direct link.
3. Click the link to follow the status and location in real time, or use our tracking system.

• New delivery attempt: the next working day.
• Pickup point: your parcel is placed in a nearby pickup point. In Belgium and the Netherlands this usually happens after one delivery attempt.
• Neighbours: some couriers deliver to the neighbours.

Via your Track & Trace link you can often choose a new delivery day or a pickup point yourself.

Yes. Free Click & Collect is possible at our B2B warehouse in Wilrijk: order online, choose ‘Pick up in store’ at the checkout and collect your order as soon as you receive the e-mail that it is ready. You can of course also simply walk in and buy on the spot.

Our shop on Carnotstraat in Antwerp is there to walk in and buy on the spot; online orders are not prepared there.

No. The carriers do not deliver on Saturday and Sunday, and we do not ship on those days either. If you order at the weekend, we ship your parcel on Monday and you receive it in Belgium, the Netherlands and Luxembourg on Tuesday. Our shop in the Carnotstraat is open on Saturday from 10:00 to 18:00 and our customer service from 11:00 to 17:00.

As a consumer you have 14 days after receipt to make use of the right of withdrawal.

• Products must be in the original packaging and unused.
• Hygiene products with a broken seal cannot be returned.

The return costs are for the customer, unless the return is the result of a mistake on our part.

• Standard return (right of withdrawal, not satisfied, exchange): the return costs are for the customer, 14.95 euro including VAT via our return label.
• Wrong or damaged delivery: the return costs are entirely for our account.
• Defect within 14 days of receipt: the return costs are for our account (see the section Warranty and repairs).

After receipt and approval of your return we refund the amount via the same payment method you paid with.

The refund is made within 14 days of receiving your return at the latest. How quickly the amount is visible depends on your bank or card issuer.

For hygiene reasons:

• Hygiene products
• Opened oils, conditioners and keratin treatments
• Used clippers, trimmers and shavers

Only unopened, unused products in the original packaging are eligible.

1. Take clear photos of the item and the packaging within 2 days.
2. Send the photos and your order number to our customer service via e-mail or WhatsApp.
3. Together we find a suitable solution: replacement or refund.

• Private customers: 2 years of statutory warranty.
• Business customers: 1 year of warranty.

The warranty covers manufacturing defects. Damage caused by incorrect use, own modifications or normal wear and tear is not covered.

How to report a defect correctly:

1. Contact us via e-mail, WhatsApp or the contact form.
2. Add clear photos or a video of the defect and the packaging.
3. Mention your order number and a short description of the problem.

Return costs:

• Within 14 days of receipt: the return costs are for our account.
• Private customers, after 14 days: a repair under the 2-year statutory warranty is free, including the shipping costs.
• Business customers, after 14 days: you send the device at your own expense; the repair itself is covered by the 1-year warranty in case of a manufacturing defect.

Read more on our page Service and repairs.

1. Contact us first; you then receive the return address and the instructions.
2. Pack the device firmly, preferably in the original box, together with the charger and the accessories related to the problem.
3. Add a note with your name, order number, phone number and a short description of the defect.
4. Ship with Track & Trace and keep your proof of shipping.

Average turnaround time: about 21 days. Internal repairs are usually faster. We keep you informed by e-mail throughout the process.

As soon as the item is ready, you have two options:

1. Return by post: we send the item back to you free of charge, with a Track & Trace code by e-mail.
2. Collect it yourself: free of charge at our B2B address, Terbekehofdreef 6-8 A6, 2610 Wilrijk.

A typical example: you tried to set the cutting length to zero (zero-gap) and now the device makes noise or no longer works correctly.

Is this covered by the warranty? No. Own modifications to the device, such as setting a zero-gap, dismantling the blades or other mechanical changes, are not covered by the warranty. This applies to all brands.

How to request a paid repair:

1. Contact us via info@beautyaswell.com or WhatsApp.
2. Mention the brand and model of your device.
3. Describe briefly what was modified and what the current problem is.
4. Add a photo or video if possible.
5. Our team sends you a cost estimate and guides you further.

1. Choose Business at registration or in the checkout.
2. Fill in your company details and VAT number.
3. After verification you get access to professional prices and salon products, and your account manager contacts you.

• Sharper prices on the professional range
• Salon-only brands and large sizes
• A dedicated account manager who thinks along about range and margins
• VAT reverse charge for EU customers outside Belgium
• Access to the B2B warehouse in Wilrijk and our training centre
• Free parking at the B2B warehouse

Are you a company in an EU country other than Belgium? Then you buy from us VAT-free (0% VAT) via the reverse charge, the intra-Community supply. The conditions:

• You have a valid intra-Community VAT number (for example a Dutch VAT identification number).
• You enter the VAT number without spaces at the checkout, or you pass it on to us in advance.
• The order is delivered to an address in the same country as the VAT number.
• You buy as a company or self-employed person, not as a private individual.

Our system checks the number automatically via VIES and applies the reverse charge. You receive an invoice with 0% VAT, valid for your accounts. If the VAT number is invalid or the delivery address does not match, we charge VAT after all.

Yes. Every professional with their own business can register as a business customer. At registration you fill in your company details, after which your account manager contacts you.

You see our current conditions on minimum order amounts and shipping costs during the checkout. For arrangements tailored to your salon, discuss the possibilities with your account manager after registration.

Yes, all our products are 100% authentic.

We work directly with official brands and authorised distributors within the EU. We also work with authorised foreign suppliers; their products are imported into the EU officially and according to the applicable regulations. For The Ker Factor and Brazil Protein we are even the exclusive distributor for all of Europe.

• No counterfeits
• No grey imports
• Only genuine professional products through authorised channels

With us you find more than 150 professional brands, carefully selected from all major hair and beauty categories. From world-famous labels to specialised niche brands. A selection from our range:

Exclusive distributor: The Ker Factor · Brazil Protein · Vitta Gold Cosmetics · Amazonplex. For The Ker Factor and Brazil Protein we are the exclusive distributor for all of Europe, for Vitta Gold Cosmetics and Amazonplex for the Benelux.

International brands: L'Oréal Professionnel · OLAPLEX · BaBylissPRO · Wahl Professional · JRL Professional · Gamma+ · RedOne · Monster Clippers · Xanitalia Pro · Haircut

Brazilian brands: Cadiveu Professional · INOAR Professional · Honma Tokyo · Brazilicious Professional · Salvatore Cosmetics · Prime Pro Extreme · Portier · Robson Peluquero · Sorali Cosmetic · Onix Liss Professional · Lizze · Maxibrasil Cosmética · Mutamba Cosmetic · Naturelle Cosmetics · Brazil Cosmetics · Hanna Lee Professional · Nouar Professional · Organic Gold Cosmetics · Sarah K Professional Hair · Hero Cosmetica · Omnia Professional · A.M.R Professional

For The Ker Factor and Brazil Protein, beauty as well is the exclusive distributor for all of Europe. For Vitta Gold and Amazonplex we are the exclusive distributor for the Benelux (Belgium, the Netherlands and Luxembourg). For the other Brazilian brands we are a trusted distributor.

In our webshop we provide extensive information with every product so that you can make a good choice yourself. Still, experience with the product remains important to get the best result from it, certainly with professional treatments.

Still in doubt? Contact our customer service via WhatsApp, e-mail or social media. Our team helps you find the ideal product based on your hair type or your favourite brand.

Clippers (cutting hair)

• Home use: choose a model with good battery life and simple attachment combs. We also recommend JRL Professional for home use: professional quality, long lifespan and easy to use. Other good options: Wahl and BaBylissPRO.
• Salon use: invest in professional models with a powerful motor, longer lifespan and wear-resistant blades (for example Wahl Magic Clip or JRL Professional).
• Barbers: choose a clipper with a zero-gapped blade for sharp fades and lines.

Trimmers (touch-ups and details)

• For beard outlines, hairlines and fades.
• Choose a model with a T-blade for precise lines.

Shavers

• For a smooth, skin-friendly finish after cutting or for daily shaving.
• Choose a model with gold or titanium foil for less skin irritation.
• Professional shavers from JRL, BaBylissPRO and Wahl are suitable for home and salon use.

Straighteners

• Ceramic plates: gentle heating, ideal for fine or damaged hair.
• Titanium plates: higher temperatures, ideal for thick, coarse or curly hair and for keratin treatments.
• Adjustable temperature is essential: choose a model with clear settings between 150 and 230 degrees.
• For keratin and protein treatments: always choose a professional straightener that actually reaches the indicated temperature.

Many brands sell their products in two lines: a retail version (supermarket, drugstore) and a salon or professional version (only through authorised channels such as our webshop). The differences are bigger than you think.

Retail version (supermarket, drugstore)

• Aimed at the mass market and general use.
• Often contains more silicones, sulphates and fillers.
• Attractive scent and texture, but lower active concentrations.

Salon or professional version

• Aimed at hairdressers and demanding customers.
• Higher concentrations of active ingredients (keratin, amino acids, plant extracts).
• Often sulphate-free, salt-free and without cheap fillers.
• Better adhesion, longer effect and better long-term results.

Many brands in our range have mild formulations suitable for a sensitive scalp:

• Sulphate-free and salt-free shampoos, less aggressive for skin and hair.
• Paraben-free and hypoallergenic formulas, available in several care lines.
• Colour products without ammonia or PPD, for those who are sensitive to traditional colourings.

Important with allergies:

1. Always check the full ingredient list (INCI) on the packaging.
2. Do an allergy test (patch test) 48 hours before use, especially with colourings, keratin treatments or new products.
3. In doubt, consult your doctor or dermatologist.

Yes. We offer a wide range of cruelty-free and vegan products.

Since 2013 it has been prohibited in the European Union to test cosmetics on animals. All cosmetic products in our range that are sold in the EU comply with this regulation and are cruelty-free.

• Cruelty-free: the product or its ingredients have not been tested on animals.
• Vegan: the product contains no ingredient of animal origin (such as honey, beeswax or keratin from an animal source).

Yes. All our products have an expiry date or an indication of the shelf life after opening. You find it in two ways on the packaging:

• Expiry date (unopened): an hourglass symbol or the text Best before / EXP, followed by the date.
• Shelf life after opening (PAO): an open-jar symbol with a number and M (for example 12M = 12 months after opening).

General guideline:

• Shampoos, conditioners, masks (unopened): 2 to 3 years
• Keratin and protein treatments (unopened): 2 to 3 years
• Styling (gel, wax, spray): 2 to 3 years
• Colour products (unopened): 2 to 3 years
• After opening: usually 6 to 24 months, depending on the product

Good to know: products that keep for more than 30 months unopened do not carry an expiry date under the European cosmetics rules, but do carry the PAO symbol.

The durability depends on the type of treatment, the hair type and the aftercare:

• Keratin treatment: on average 5 to 6 months
• Protein treatment: on average 6 to 8 months

What influences the duration?

• Aftercare products: sulphate-free shampoos considerably extend the effect.
• Washing frequency: the more often you wash, the faster the treatment washes out.
• Pool and sea water: chlorine and salt break down the keratin faster.
• Hair type: coarse or curly hair often keeps the effect longer than fine hair.
• Technique: a correctly performed treatment logically lasts longer.

General guidelines:

• Keratin (straightening treatment): wait at least 3 to 4 months between two treatments. With damaged hair, a delay of 4 to 8 weeks is an absolute minimum.
• Protein straightening treatment: every 5 to 8 months.
• Protein repair mask (no straightening treatment): at most once every 3 to 4 weeks.
• Do not combine two treatments: no protein treatment immediately after a keratin treatment or vice versa.
• Damaged hair: wait longer and repair your hair first with hydration.

Listen to your hair:

• Does it feel stiff and straw-like? Too much protein. Stop and hydrate.
• Does it feel limp and without bounce? Too much hydration. Reintroduce protein gradually.

We recommend a silicone-free shampoo that is low in sulphates or sulphate-free, so that the active ingredients can penetrate your hair. Silicones leave a film on the hair fibre that blocks the effect of the treatment.

The straightener is the most important key to a good result. The active ingredients in keratin and protein are only fixed in the hair by heat. Without the right temperature and enough passes the product does not work correctly, even on healthy and untreated hair.

Many people do not know this: many straighteners do not deliver the temperature shown on the display. The display may show 230 degrees while the plates actually do not get beyond 160 to 170 degrees.

The straightener feels hot, but the actual temperature is insufficient to fix the active ingredients in the hair fibre. This often happens with:

• Cheap straighteners without accurate temperature sensors
• Old devices with weakened heating elements
• Straighteners that have been used frequently and for a long time

This is one of the most frequently asked questions. There are several possible causes:

• Your hair has changed. Hair changes from month to month due to the season, hormones, stress, diet, sun, chlorine and heat styling. The same product can therefore give different results at different times.
• The straightener was not hot enough. Many straighteners show a temperature on the display that the plates do not actually reach.
• Other products in your routine block the effect. Shampoos with silicones, styling products and dry shampoo leave a film that holds back the active ingredients.
• Small differences in application, such as the amount of product, the processing time, the moisture level of the hair and the number of passes with the straightener, have a big influence.

Even if you follow the instructions step by step, factors outside the instructions strongly influence the end result:

• The straightener, the most important point
• The water quality in your home (hard water reduces the effect)
• The products you use before and after the treatment
• The current condition of your hair (porosity, build-up of product residues, hydration)

Every head of hair reacts differently. Even within the same family, hair differs per person in:

• Thickness and structure
• Porosity
• History (colouring, heat, chemical treatments)
• Balance between oil and moisture

Yes. Hard water leaves mineral deposits on the hair that considerably reduce the effect of care and treatment products. If you live in a region with hard water, these things make a big difference:

• Using a shower filter
• Using a chelating shampoo (descaling shampoo) once a month to remove mineral build-up

This is a common sign of protein overload. Protein strengthens the hair, but too much of it without sufficient hydration makes the hair stiff, dry and brittle.

What you can do now:

1. Pause protein and keratin: no protein treatment for at least 4 to 6 weeks.
2. Deeply hydrating care: a deeply hydrating mask 2 to 3 times a week (with glycerine, hyaluronic acid, aloe vera or plant oils).
3. Mild shampoo without sulphates.
4. Avoid heat (straightener, hot hair dryer) during the recovery period.
5. Do not wash your hair too often: 2 to 3 times a week is enough.
6. Trim split ends if necessary.

First of all: do not repeat the treatment immediately. That worsens the damage and repairs nothing.

The right steps:

1. Wait at least 4 to 6 weeks before a new keratin or protein treatment.
2. Focus in this period on deep hydration (masks, oils, leave-in conditioners).
3. Reduce heat or stop using it completely.
4. Use a sulphate-free and silicone-free shampoo.
5. At the next treatment follow the instructions step by step, make sure your straightener really reaches the indicated temperature, do enough passes per section and work with thin sections.

Yes, in many cases this is even recommended. If you treated all your hair before, it is better at the next application to treat only the new, still untreated regrowth. That way you avoid a build-up of product on the lengths that have already been treated.

How to do it correctly:

• Apply the product only to the new regrowth (from about 1 to 2 cm from the scalp).
• Avoid extra layers on the lengths that have already been treated: that weighs the hair down and makes it stiff and brittle.
• After 3 to 4 months, when the previous treatment starts to fade from the ends, you can treat the whole head of hair again.

We advise against a keratin or protein treatment during pregnancy.

For any treatment during pregnancy or while breastfeeding we advise:

1. First contact your doctor or gynaecologist.
2. Have them read the ingredient list (INCI) of the product.
3. Follow the medical advice of your doctor.

The ingredients differ per product. Only a doctor can give well-founded advice, based on your situation and the composition of the product.

Keratin and protein are both protein treatments that smooth and repair the hair, but they work slightly differently.

• Keratin is a specific type of protein that is naturally present in the hair (about 90% of the hair structure). A keratin treatment is mainly aimed at smoothness, frizz control and shine and lasts on average 5 to 6 months.
• Protein (such as a tannin treatment, hair B-tox or amino acid based treatments) also makes the hair straight and smooth, repairs the internal hair structure and gives strength back to damaged, porous or chemically treated hair. A protein treatment lasts up to 6 to 8 months, depending on the hair type and the aftercare.

A good hairdresser or hair expert takes into account:

• The condition of the hair: healthy, damaged, coloured, bleached or chemically treated
• The porosity and structure of the hair fibre
• The right processing time, adapted to the hair type
• The straightening technique: number of passes, thickness of the sections and tension
• The temperature of the straightener: decisive for adhesion and shine
• The preparation: correct washing and drying before the treatment

The preparation largely determines the end result:

1. Wash the hair 2 to 3 times with a clarifying shampoo to remove all residues of silicones, styling and hard water.
2. Do not use conditioner during this preparatory wash.
3. Then dry the hair 80 to 100% with the hair dryer on a warm setting before the application.

• Divide the head into at least 4 main sections: crown, both sides and the back of the head.
• Work in horizontal subsections of at most 1 cm thick. The thinner the sections, the better the product penetrates.
• Start at the bottom of the neck and work gradually upwards.
• Keep 1 to 1.5 cm away from the scalp to avoid irritation and residue.

• Apply the product with a fine colouring brush, not with the hands.
• Distribute with a fine comb until every hair fibre is completely covered, without dry spots.
• Remove the excess with a wide comb: the hair may shine wet, but must not drip.

Always follow the manufacturer's instructions. As a general guideline:

• Fine or damaged hair: 20 to 30 minutes
• Normal hair: 30 to 45 minutes
• Thick, curly or coarse hair: 45 to 60 minutes

The more porous the hair, the faster the product is absorbed. A processing time that is too long can weaken the hair instead of strengthening it.

Use a professional ceramic or titanium straightener with adjustable temperature. Guidelines:

• Bleached or very damaged hair: 180 to 200 degrees
• Coloured hair: 200 to 210 degrees
• Healthy, virgin hair: 220 to 230 degrees
• Thick, coarse or very curly hair: up to a maximum of 230 degrees

Go 10 to 12 times slowly through each section. With formaldehyde-free products more passes are often needed (sometimes 15 to 20). This activates and seals the treatment in the hair fibre.

Bleached and chemically stressed hair requires extra care:

1. First apply 1 or 2 protein reconstruction treatments (no straightening treatment, a repair mask with amino acids) in the 1 to 2 weeks before the treatment.
2. Choose a formaldehyde-free product specifically for bleached hair, based on amino acids or silk proteins.
3. Use a lower straightener temperature: a maximum of 180 to 200 degrees.
4. Reduce the number of passes (5 to 7 instead of 10).
5. Always do a strand test 24 to 48 hours in advance: the reaction of bleached hair is unpredictable.

The most common causes:

1. Wrong straightener temperature: too low and the keratin does not adhere, too high damages the hair and makes it lose shine.
2. Not enough passes with the straightener.
3. Shampoo not rinsed out thoroughly: residues block the absorption.
4. Wrong dosage: too much makes the hair stiff and flat, too little gives no visible result.
5. Processing time not respected.
6. Wrong product choice: what works on healthy hair does not automatically work on bleached or damaged hair.
7. Incorrect preparation: the hair must be washed and dried according to the protocol.
8. Wrong moisture level during straightening.
9. Recent chemical treatment: colouring, bleaching or perming just before or after the keratin.
10. Insufficient aftercare at home: shampoos containing sulphates, chlorine or sea water and washing too soon break down the effect.

• Keratin treatment: at most every 3 to 4 months. Too frequently causes protein overload, which makes the hair stiff and can make it break.
• Protein treatment (straightening): every 5 to 8 months, depending on the hair type and the aftercare.
• Protein repair mask (no straightening): every 4 to 6 weeks with damaged hair, then taper off as the hair recovers.

• Work in a well-ventilated room: open windows or use an extraction system.
• Wear gloves during application and straightening.
• Preferably also a face mask, especially with products containing formaldehyde or methylene glycol.
• Avoid skin contact with the product.
• With pregnancy or respiratory problems: choose only formaldehyde-free products or have a colleague carry out the treatment.

Keratin and protein treatments are professional products that require experience, insight and technique. In our webshop we share all the necessary information (composition, instructions for use and recommended hair types), but the end result is always determined by the person who applies the product.

We provide quality products, clear information and professional training. The hairdresser or hair expert brings diagnosis, technique and experience. That combination creates satisfied clients, but the final responsibility for the execution always lies with the professional who applies the product.

The right maintenance can extend the treatment by months.

Shampoo

• Sulphate-free (no sodium lauryl sulfate or sodium laureth sulfate) and salt-free (no sodium chloride). Salt and sulphates break down the keratin or protein layer.
• Look for labels such as after keratin, post-treatment, sulfate-free smoothing or sodium-chloride free.
• A complete line from the same brand as the treatment often works best.

Conditioner

• Sulphate-free and salt-free, rich in keratin or amino acids.
• Only on the lengths and ends, not on the scalp.
• Leave in for 2 to 3 minutes at every wash.

Mask

• A keratin or protein mask 1 to 2 times a week.
• Alternate with a hydrating mask (argan, panthenol or hyaluronic acid) to avoid protein overload.
• Leave in for at least 10 to 15 minutes, possibly under a warm towel.

Serum or oil

• A light oil or serum based on argan, macadamia or keratin, daily on the lengths and ends.
• Always a heat protection serum before blow-drying or straightening: heat protection remains necessary even after a keratin treatment.

The first 48 to 72 hours

• Do not wash the hair.
• Do not tie up the hair: no elastics, clips or headband.
• Do not tuck the hair behind the ears and do not make kinks.
• Sleep on a silk or satin pillowcase.

Ongoing maintenance

• Always use a sulphate-free and salt-free shampoo and conditioner.
• No swimming pool (chlorine) or salty sea water without protection in the first 2 weeks.
• A protein or keratin mask every week as maintenance.
• Use a heat protection serum before blow-drying or straightening.
• Repeat the treatment according to the advice of the professional.

The order and timing between colour treatments and keratin or protein treatments are crucial for the result and the health of the hair.

Colouring before the treatment (recommended order)

• Wait at least 2 weeks between the colouring and the keratin or protein treatment.
• This is the preferred order: colour first, then treat. The protein layer seals the colour and ensures longer durability, more shine and less fading.
• Always do a clarifying wash before the treatment to remove colour residues and oxidation.

Colouring after the treatment

• Wait at least 2 to 3 weeks (ideally 3 weeks) after the treatment.
• Colour too early and the colour does not take evenly, the hair becomes patchy and the treatment washes out prematurely.
• In this period preferably use ammonia-free colourings or toners.

Bleaching or lightening after the treatment

• Strongly discouraged in the first 3 months: bleaching destroys the protein layer and can break the hair.
• If lightening is really necessary, wait at least 3 weeks, ideally 6 to 8 weeks.
• Then use a low-volume bleach (10 or 20 vol at most) combined with a bond builder (such as Olaplex or K18).
• Always do a strand test 24 to 48 hours in advance.

Keratin or protein on lightened hair, is that possible? Yes, with adjustments. Lightened hair is porous, dry and brittle; the treatment even works excellently to repair it, provided it is carried out correctly. Follow the protocol from the question How do you treat bleached or very damaged hair? in the section for professionals.

After a keratin or protein treatment always use an ammonia-free colouring. Ammonia opens the hair cuticle aggressively and breaks down the protein layer of the treatment, so your result disappears much faster.

Do use:

• Ammonia-free colourings (for example based on monoethanolamine or other mild alkaline sources).
• Demi-permanent colourings for temporary tone touch-ups.
• Toners to refresh shades without stressing the hair structure.
• Plant-based colourings (natural formulas) for those looking for a completely mild option.

Better avoid:

• Colourings with ammonia.
• Aggressive bleaching or lightening products in the first 3 months.
• Colourings with high-volume peroxide (40 vol or more).

Yes. Because technique and knowledge make the difference, we organise professional courses every month, exclusively for hairdressers and hair experts. That way you learn to use our products optimally and build more confidence in your salon.

What you take home:

• Correct hair analysis and diagnosis per hair type
• The right application and technique, step by step
• Insight into the ideal temperature and straightening method
• How to recognise and avoid mistakes
• Practical tips from our experts
• The right aftercare advice for your clients

Whether you have just started or have years of experience, our courses take your work to a higher level.

In our training centre in Wilrijk, at the same location as our B2B warehouse:

• Address: Terbekehofdreef 6-8 A6, 2610 Wilrijk
• Free parking in our own car park in front of the building.
• Reachable with bus 500 of De Lijn from Antwerp.
• Fully equipped for hands-on training with professional products.

Yes. We put together a course or training completely tailored to you or your team. Whether it concerns a specific technique, a particular product range or a training for your whole salon team: we adapt the programme to your needs, level and schedule.

No, you can also check out as a guest. An account does offer advantages: faster checkout, your order history, downloading invoices and status updates.

All invoices are sent automatically by e-mail. Business customers (B2B) also receive their invoice via the official Belgian government system Peppol.

Do you need your invoice again later?

1. Log in to your account.
2. Go to My orders.
3. Click Download invoice next to the order you want.

Ordered as a guest? E-mail us your order number and we send you the invoice.

Yes. Send an e-mail to info@beautyaswell.com with your order number, company name, address and VAT number.

Log in to your account and change your details under your profile. Has an order already been placed with a wrong address? Then contact us immediately via WhatsApp with your order number: as long as the parcel has not been shipped, we change the address.

1. Go to the login page and click Forgot your password?
2. Enter your e-mail address.
3. You receive a reset link within a few minutes.

No e-mail? Check your spam folder or contact us.

We use secure SSL connections and secure servers, and follow the GDPR. Payments run via Mollie; we never see or store your card details. You find more information in our privacy policy.

Discounts are listed on the product pages. Examples:

• 50% discount on the second item
• 30% discount when buying several units
• Free products with selected kits

Also subscribe to our newsletter: that way you never miss a promotion.

In principle, one discount per order applies. Discount codes usually cannot be combined.

• WhatsApp: send a message to +32 (0) 3 541 36 45 for the fastest reply.
• E-mail: info@beautyaswell.com.
• Phone: call +32 (0) 3 541 36 45 during our opening hours.
• Contact form: fill in the form on our website, we reply as soon as possible.

We aim to help you as quickly as possible:

• WhatsApp and e-mail: usually within 2 hours during our working hours.
• Phone: during our working hours we answer your call immediately.
• Contact form: on working days usually the same day.

Our shop, our B2B warehouse and our customer service each have their own opening hours.

WhatsApp during our working hours. Include your order number, and for a problem with a product or delivery also a photo or screenshot. That way we can act immediately without going back and forth.

Yes. You register your return easily and follow it up via our return portal.

1. Use the Track & Trace number from our e-mail.
2. Enter the number together with your postcode on the return portal.
3. Select the item or items you want to return.
4. Follow the further instructions to register your return.
5. After registration you receive a return label and a confirmation by e-mail.

beauty as well has two physical locations in Antwerp, plus a training centre.

1. Shop: Carnotstraat 127, 2060 Antwerp

• Our shop in the heart of Antwerp.
• Open to both private and business customers: walk in and buy on the spot.
• Personal advice from our team.

2. B2B warehouse and training centre: Terbekehofdreef 6-8 A6, 2610 Wilrijk

• Our wholesale warehouse for business customers: order online and collect for free, or buy on the spot.
• The same location houses our training centre for hairdressers and beauty professionals.
• Free parking in our own car park in front of the building.

• Private customers: welcome in our shop at Carnotstraat 127 in Antwerp.
• Business customers (hairdressers, barbers, salons): welcome at both locations, the shop on Carnotstraat as well as the B2B warehouse in Wilrijk.
• Wholesale and large orders: our B2B warehouse in Wilrijk, Monday to Friday from 10:00 to 18:00, no appointment needed.
• Courses and training: the training centre in Wilrijk.

At our B2B warehouse on Terbekehofdreef in Wilrijk you park in our own car park in front of the building.

• The car park is directly in front of our B2B location.
• Parking is free for customers and visitors.
• Ideal when you collect large orders or attend a training course.
• Enough spaces for vans and cars.

Both locations are easy to reach by public transport.

B2B warehouse and training centre (Terbekehofdreef, Wilrijk)

1. At Antwerp Central Station (premetro stop Astrid) take tram 10 to the stop Antwerpen Zuid.
2. Change there to bus 500 of De Lijn towards Boom, Rumst or Mechelen.
3. Get off at the stop Terbekehofdreef: our warehouse is within walking distance.

Shop (Carnotstraat, 2060 Antwerp)

• In the centre of Antwerp, close to several tram and bus stops.
• Within walking distance of Antwerp Central Station.
• Reachable with various De Lijn lines.

Yes. In Wilrijk we have a fully equipped training centre at the same location as our B2B warehouse.

• Location: Terbekehofdreef 6-8 A6, 2610 Wilrijk
• Courses and training for hairdressers, barbers and beauty professionals.
• Hands-on training with professional products and brands.
• Given by experienced trainers and brand specialists.
• Free parking in our own car park.
• Reachable with bus 500 of De Lijn from Antwerp (stop Terbekehofdreef).

1. Contact us via e-mail, WhatsApp or the contact form.
2. Describe the complaint clearly, with your order number and photos.
3. We reply within 24 to 48 hours and look for a solution together.

We aim to resolve every complaint by mutual agreement. As a consumer in Belgium you also always have the right to an independent dispute procedure:

• Consumer Ombudsman Service (Belgium): consumentenombudsdienst.be, for a free mediation attempt.
• Cross-border purchases within the EU: the European Consumer Centre Belgium, eccbelgie.be.

Our customer service is happy to guide you through the process.

Yes, we are open to collaborations with influencers, content creators, hairdressers and beauty professionals who match our values and our audience. What we find important:

• Authenticity: genuine enthusiasm for hair and beauty products.
• Quality content: beautiful photos, informative videos or honest reviews.
• Relevant audience: followers who are interested in professional hair care.
• Professionalism: clear agreements and respect for deadlines.

We evaluate every proposal individually. We offer free products (PR boxes, samples or test packages) when the collaboration offers clear added value for both parties. With your request we would like to receive:

• A link to your Instagram, TikTok, YouTube or other channel.
• Your audience and average reach per post.
• Examples of previous collaborations.
• Which product category interests you (hair care, keratin, devices, styling).

Absolutely. We enjoy working with journalists, magazines, podcasts and organisers of beauty or hairdressing fairs.

• Interviews about hair care, keratin treatments or the hairdressing market.
• Product samples for press articles or tests.
• Participation in events, fairs or panels in the beauty and hairdressing sector.
• Photo and video shoots in our training centre in Wilrijk.

Yes. We regularly organise events, sometimes on our own initiative and often in collaboration with the brand owners of our brands:

• Product launches of new collections or exclusive editions.
• Live demos and masterclasses with brand ambassadors and international experts.
• Open days at our training centre in Wilrijk.
• Exclusive events in collaboration with established brands.