Moxie Salon and Beauty Bar

Moxie Salon And Beauty Bar is a full service beauty franchise founded by twin sisters Jenn and Jamie Dunn, known as the “Moxie Twins.” The business began with one salon in Ridgewood, New Jersey, in 2011 and started franchising in 2014. Jenn and Jamie trained at the Parisian Beauty Academy in New Jersey and later worked in established salons across New York and New Jersey. The company is headquartered at 504 Bloomfield Avenue in Montclair, New Jersey. PeerSense’s latest data reports 8 total units, all franchised owned. Other research reports more than 83 units by March 4, 2026, along with 33 open locations and 8 under construction as of November 13, 2025. That research places the brand in 10 states, with 89 additional locations in development across the United States. Victor Oliveti is identified as Founder and COO of Moxie Salon and Beauty Bar LLC, an independent salon franchisor. Moxie’s full service model is intended to capture revenue from several beauty categories, but buyers should conduct independent research before investing.

The beauty and self care industry generates $75 billion annually across the salon sector, with hair salons representing $52.2 billion. Consumers continue to spend on grooming and personal care, including during broader economic changes, which makes hair care a recession resistant category. Moxie offers blowouts, cuts, color, extensions, tanning, makeup, lashes, and membership programs in one location. This range reduces reliance on one service category and can support repeat visits. Its affordable luxury positioning pairs higher quality services with accessible pricing. The salons use an ultra modern, high end design intended to create an inviting client setting. Memberships can provide value for regular customers, recurring income, and stronger retention. Moxie also adapts services to local hair and makeup preferences as it enters different geographic markets. The personal care sector remains fragmented, while Moxie uses a consistent branded, full service format across its locations.

The initial franchise fee is listed as $39,000. Other sources report a nonrefundable initial Franchise Fee of $50,000.00 due after mutual approval and signing of the Franchise Agreement. Reported total initial investment ranges include $53,400 to $432,720, $157,900 to $404,000, $226,000 to $464,000, and $157,000 to $445,000. Costs vary with real estate, leasehold improvements, salon size and format, and regional construction expenses. The reported investment midpoint is approximately $280,950, compared with a personal care subsector average range of $279,322 to $569,025. Listed costs include $2,000 to $12,000 for real estate and security deposits, $3,500 to $10,500 for architect fees, and $45,000 to $165,000 for leasehold improvements. The signature buildout package, covering furniture, fixtures, equipment, opening inventory, signage, small equipment and technology, and products, ranges from $85,000 to $140,000. Computer systems, software, credit card processing equipment, training, and support cost $2,000 to $3,500. Insurance is $900 to $2,000, and other supplies are $500 to $1,500. An opening advertising fee of $5,000, also called the Grand Opening Advertising program fee, is paid to Moxie BBB Brand Building Fund LLC. Licenses and permits range from $500 to $3,000, while legal and accounting fees range from $2,500 to $5,000. Additional funds for 3 to 6 months of operations are estimated at $40,000 to $75,000, bringing one reported total to $225,900 to $464,000. Minimum liquid capital is listed as $150,000, with another source reporting $45,000. Minimum net worth is $750,000. Ongoing fees include a 6.00% royalty on gross sales and a 5.00% advertising fee for the national brand fund. Third party financing resources are available, including services such as Franzy that connect prospective franchisees with financial solutions.

The Moxie model is designed for owners who focus on management rather than salon services, so prior salon experience is not required. Daily responsibilities include overseeing blowouts, cuts, color, extensions, tanning, makeup, lashes, and membership programs. Franchisees also sell private label “Get Moxified” products, including shampoos, conditioners, and other hair care items, along with selected best selling beauty brands. The “Share the Hair” compensation approach has stylists work as a team instead of maintaining isolated client books. It supports a collaborative workplace, client retention, and consistent service quality for both hourly and salaried stylists. Initial training lasts approximately five days and combines classroom instruction with hands on, on the job experience at Moxie headquarters or an affiliate salon. It covers the business model, operations manual, and Educational Ambassador training. Stylist training addresses current techniques and local hair and makeup preferences. Franchisees receive operations, stylist, management, and marketing manuals. Opening support generally covers a six to eight month process. Marketing assistance includes digital, print, social, and storefront channels, along with promotions and sales goals. Real estate support uses a national broker network to assess demographics, traffic, and visibility, while a Moxie Representative assists with construction documents and design questions. Ongoing services include brand development, regular visits, communication regarding accountability and expansion, and IT support. Moxie’s primary market is the tri state area of New Jersey, New York, and Connecticut, with plans to expand into additional states. Specific exclusive territory terms are not explicitly outlined.

These figures come from outside the current FDD and require additional due diligence.

Moxie began offering franchises in 2014. PeerSense’s current database reports 8 total units, all franchised, while other sources report more than 83 units as of March 4, 2026. In 2025, the brand reportedly had 25 units, including 20 franchised owned and 5 company owned locations. As of November 13, 2025, other reporting listed 33 open locations and 8 under construction, with operations in 10 states and 89 more locations in development across the United States. A grand opening took place in Indian Land, SC, on November 13, 2025, managed by the Clark and Laurentino families. Moxie’s expansion is supported by its full service format, service variety, private label “Get Moxified” products, selected best selling brands, membership programs, and ultra modern salon design. The Share the Hair compensation model is intended to support consistent service and customer retention. The brand has an average customer rating of 4.56 across thousands of reviews. Moxie also adjusts services for local hair and makeup trends as it enters new markets.

Moxie describes the preferred franchisee as fun, passionate, and mission impacted, with pride in serving the community. Prior salon experience is not required because licensed professionals deliver services while the owner concentrates on operations, management, and growth. The brand aims to operate in every state and reach quadruple digit development, ideally 1,000 salons, which points toward multi unit development for qualified franchisees. Its current core market is New Jersey, New York, and Connecticut, including a highly rated flagship location in Wayne, NJ. The brand had reached 10 states by November 13, 2025, with 89 additional locations in development across the United States. The founders have expressed interest in Florida and Nashville, Tennessee. From franchise agreement signing to opening, the expected timeline is six to eight months, supported by operating guidance and real estate assistance.

Moxie Salon And Beauty Bar combines a full service salon model with product sales, memberships, and affordable luxury positioning in a $75 billion annual salon industry. Reported investment figures range from $53,400 to $432,720, with other sources listing different ranges. The brand also reports 89 locations in development and a long term goal of 1,000 salons. Buyers should review the FDD, verify reported financial information, and assess the operating model, territory, staffing needs, and capital requirements. PeerSense provides franchise research that includes SBA lending history, Loan Activity Score, location maps with Google ratings, FDD financial data, and side by side comparison tools.