Bringing the share salon model popular in the beauty industry to relaxation, with a new style of store that expands opportunities for therapists.
HOGUGU Share Salon Co., Ltd. (headquartered in Minato-ku, Tokyo; Representative Director: Yu Motoo) announces the opening of the first THE SALON by HOGUGU in Azabu-Juban. The hybrid salon combines shared treatment space with a relaxation salon for customers.
Challenges facing share salons in the relaxation industry
In the beauty industry, the growth of freelance hairdressers, eyelash technicians and nail artists has helped spread salons where treatment space is rented by the hour. Investment and acquisitions involving share salon operators are also changing the store business model.
Although individual skills create value in the relaxation industry too, large share salons focused on relaxation remain limited. Many facilities are small operations with one or two beds, restricting available times and space and making it harder for relaxation therapists to secure a reliable place to work. Some have no on-site reception, making equipment maintenance and user support more difficult; inconvenient or hard-to-find locations can also affect the experience.
Addressing these challenges with two complementary services
THE SALON by HOGUGU aims to address these issues through a new model combining a share salon with a relaxation salon.
Features of the Azabu-Juban store
As a share salon
• A convenient location one minute from Azabu-Juban Station.
• Five treatment spaces, including private rooms, to provide a dependable working environment.
• Reception staff support users and handle facility management, including cleaning, helping therapists focus on sessions.
As a relaxation salon
• Combining room rental with customer-facing salon operations creates income streams beyond room rental alone.
• The salon draws on the therapist network of HOGUGU, the home-visit relaxation service. Therapists with established experience and reviews can serve customers, supporting service quality without requiring the same fixed staffing cost structure.
Through this dual model and its link with HOGUGU, the company aims to establish a new share salon standard for the relaxation industry.
THE SALON by HOGUGU Azabu-Juban: store details
Store: THE SALON by HOGUGU Azabu-Juban
Address: 4F, F Plaza, 1-3-8 Azabujuban, Minato-ku, Tokyo 106-0045
Access: one minute from Exit 7 of Azabu-Juban Station on the Oedo Line, or two minutes from Exit 5a on the Namboku Line
Website: SALON by HOGUGU
For room rental enquiries or relaxation appointment requests, message @salonbyhogugu on Instagram.
Comment from Representative Director Yu Motoo
“In the beauty industry, the share salon model has created new freelance working styles and markets. In relaxation, share salons are still less widespread, and we believe a new store model is needed.
THE SALON by HOGUGU combines shared treatment space with a relaxation salon for general customers. By generating income from salon services as well as room rental, we aim to create sustainable store operations. The HOGUGU therapist network also provides an environment where experienced therapists can work in the salon.
We will refine the model in directly operated stores and expand nationwide through franchising. Our aim is to establish a new share salon standard for relaxation and contribute to the industry by creating value for therapists, customers and store operators.”
Updates on Minowa’s YouTube channel
Progress is also shared on the YouTube channel 箕輪世界観チャンネル。 Watch the video.
Future plans
The company will continue testing its operating model in directly operated stores while considering franchise development in major cities. Rather than simply copying the beauty industry’s share salon model, it aims to adapt it to the relaxation industry and create a sustainable arrangement for therapists, customers and stores.
The long-term target is 100 stores nationwide within five years, expanding therapists’ opportunities to work and provide sessions while encouraging adoption of this new store model.
Company overview
Company: HOGUGU Share Salon Co., Ltd.
Representative Director: Yu Motoo
Website: SALON by HOGUGU
Head office: 4F, F Plaza, 1-3-8 Azabujuban, Minato-ku, Tokyo 106-0045
Business: planning and operation of relaxation share salons and franchise operations
Enquiries: contact form
The company is recruiting franchisees. See the franchise recruitment release for details.
English translation of our press release issued on 10 August 2026. The store name and other details reflect the original announcement. The store was subsequently renamed SALON by HOGUGU on 1 September 2026.
