The business was launched in 2008. It established its in-house technology platform in 2009 and subsequently launched and acquired a range of retail sites entering Salon & Beauty products in 2009. The most popular websites are FashionGirl webshops series and the OakHair webshop serie is operating in the majority of Europe. In 2013 Holmegruppen launched Salon LookPerfect and the LookPerfect website where consumers can purchase high end salon products.