Founded in 1993, Beauty Farm is a veteran chain of beauty salons endorsed by actress Liu Tao, with more than 200 beauty chain stores and 3 Qiyan International Anti-Aging Medical Center, covering more than 80 cities across the country, with more than 400,000 members and serving more than one million people every year. In the course of more than 20 years of development, Beauty Farm has won many honors such as "China Quality and Integrity Enterprise" and "AAAAA Enterprise in China's Hairdressing and Beauty Industry".

The level of beauticians in each directly operated store of Beauty Farm is relatively consistent, because Beauty Farm requires beauticians to receive 3-6 months of intensive training before taking up their posts, and adopts a three-level technical supervision mechanism for beauticians, including the German-Chinese professional technical supervision team, the technical supervision center of the China headquarters and the store-level technical supervision. At the same time, Beauty Farm will arrange training instructors to visit stores across the country to ensure the service level of beauticians.

Beauty Farm has a wide range of businesses, including manual beauty, instrument beauty, medical beauty, and facial and body care. Like high-end beauty salon chains such as Siyanli, Beauty Farm also has its own self-developed brand. In the anti-aging care package, Beauty Farm uses its own beauty brand Skinyu, which is officially claimed to contain soothing and repairing ingredients, which have the effect of firming the skin. In the basic care packages such as cleaning and hydration, Beauty Farm chooses Danika, a German skin care brand with good moisturizing effect. Beauty Farm said that the Vilagos series products from Germany can achieve the effect of skin tightening and body detoxification, and are mainly used in body care projects. However, the term "body detoxification" is controversial, and most scientists believe that the human body itself is able to eliminate toxins through the kidneys, and food, massage, and skin care products have no practical effect on detoxification. In addition, the shower gel and shampoo of Beautiful Farm are self-developed products, but they are not sold to the public.

The beauty projects of the beautiful countryside are comprehensive, the price range is large, the price of a single treatment ranges from 680 yuan to 4000 yuan, the low-end projects are mainly manual beauty, and the high-end projects are completed with instruments. In terms of instruments, Beauty Farm mainly uses NOVAEYES electric eye instrument and Israeli multi-polar radio frequency instrument to improve dark circles and lift and tighten, and the effect varies from person to person. In addition, the Israeli Infusion cell introduction device, which is commonly used by Beauty Farm, claims to open skin channels through microcurrent and introduce skin care ingredients such as bone collagen and high-concentration VC deep into the skin, but this claim has not been fully proven.

Beauty salons are closed sales channels, and the prices of products and services are relatively opaque, so that some consumers gradually lose trust and interest in beauty salons. All the care items and products of Beauty Farm are clearly marked, and customers will be informed of the exact price and service content before the treatment, which is standardized and transparent. In terms of hygiene, Beauty Farm implements one-guest disinfection of slippers and towels, uses faucets to run water instead of basins, and uses a full set of disposable care products, etc., and the overall hygiene status is better than that of most beauty salons.

When a customer arrives for the first time, the staff will conduct a skin test on the customer, and then recommend beauty items based on the customer's skin condition, needs, budget, etc. The therapist is skillful and moderate, will inform the skincare steps and skincare suggestions, answer customers' questions about skincare, etc., and the number of sales is small, and the customer experience feedback is quite good. Beautiful Farm now has 3 branches in Hangzhou, and will open a new branch in Qianjiang New Town in the second half of 2018. Located on the 4th floor of Kerry Centre, the most popular store is the most popular storefront, with a generous and elegant decoration style, with grass green as the main color, dim light and fresh aromatherapy to make people relax. Each room is equipped with a shower room, and the VIP room has an additional shower room, which is spacious and spacious. The store is also equipped with a dressing room for customers to apply makeup after their treatment.

Beautiful Farm adopts a membership system, and customers can enjoy a discount of about 6% when they purchase a treatment card. At the same time, the membership card of Beautiful Pastoral has no time limit and is valid nationwide. Beautiful Farm said that because the quality and effect of the products brought by customers cannot be guaranteed, it is not recommended that customers bring their own products.