Antwerp’s fashion district just got more glamorous. The renowned Dutch hair extension brand Beauty by Roos, synonymous with professionalism, luxury, and confidence, has officially opened its first Belgian salon in the city’s vibrant Volkstraat. After conquering the Netherlands with nine locations, this beauty powerhouse is now set to redefine hair perfection in Flanders.
For over 17 years, Beauty by Roos has helped more than 15,000 women transform their hair and their self-image through bespoke extensions and volume treatments. Now, Belgian clients can finally experience the brand’s impeccable artistry firsthand. Whether you dream of extra length, revitalized volume, or simply a flawless everyday mane, Beauty by Roos promises one thing: never another bad hair day.
The Secret Behind the Shine
At Beauty by Roos, every strand tells a story of quality and care. The salon exclusively works with 100% real human hair, sourced ethically and sustainably through two premium brands: Hairloxx, its in-house label, and Indian Gold.
The hair used originates from temple donations in India, where Indian women are renowned for taking exceptional care of their hair through natural rituals and avoiding chemical products — resulting in strands of unmatched purity, strength, and natural shine. Devotees offer their hair as a gesture of devotion and renewal at sacred temples. These carefully selected hairs are transformed into extensions that blend seamlessly with your own. By honoring this cultural tradition, Beauty by Roos also supports temple communities, funding food, accommodation, and clean water for pilgrims.
A partnership with the environmental organization Matter of Trust adds another dimension. Through their Clean Wave program, Beauty by Roos gives removed extensions a meaningful second life. The collected hair is repurposed into mats that help absorb oil spills in rivers and oceans. The result is a brand where sustainability and elegance merge beautifully.
Transformations Tailored to You
Whether you are envisioning flowing mermaid hair or a subtle lift of volume, Beauty by Roos offers two core treatments:
Hair Extensions – Perfect for those craving longer hair or that cinematic glamour. By blending multiple colors and textures, stylists create a seamless and natural look that harmonizes with your own hair.
Volume Treatments – Ideal for fine or thinning hair, this service restores density exactly where it’s needed most, bringing back volume, structure, and confidence.
Curious about what suits you best? Their online volume calculator or in-salon consultation helps you visualize your dream look in minutes.
Luxury, Technology, and Care
Training, innovation, and service excellence form the foundation of Beauty by Roos. Each stylist undergoes continuous education to master the latest extension techniques. Combined with precision, speed, and an attention to client comfort before, during, and after every treatment, Beauty by Roos sets a new standard in personalized luxury. Clients receive digital aftercare reminders, complimentary styling touch-ups, and even the option of interest-free payments. This thoughtful approach ensures that each beauty experience extends beyond the salon chair.
Vegan Care for Timeless Beauty
True beauty continues long after the appointment. To guarantee lasting shine and strength, Beauty by Roos developed Hairloxx, a vegan care line crafted to nourish both extensions and natural hair. These formulas preserve softness and vitality while maintaining the quality of each keratin bond.esigned for every hair type, Hairloxx offers a simple yet indulgent ritual that transforms daily maintenance into a luxurious act of self-care.
Essential products include:
Hairloxx Boost Shampoo (€19.95)
Hairloxx Intense Conditioner (€19.95)
Hairloxx Spray Conditioner (€19.95)
Hairloxx Hair Mask (€24.95)
