Online beauty booking site LookBooker has two new copartners, Eden and Elan Sassoon, the daughter and son of the famed late hairdresser Vidal Sassoon.

The site, which was launched in December 2014 by two former McKinsey & Co. analysts, Giorgia Rossi and Renee Robbie, allows consumers to search for, locate and instantly book hair, beauty and wellness appointments. The site also provides a business-to-business back-end system for salons to implement and then utilize sales-supporting analytics.

“LookBooker presents a unique option in a marketplace that has relied heavily on discount sites to introduce new clients to salons. Often those consumers are not repeat customers — something that has plagued an industry hesitant to rely on the Internet for new business,” said Elan Sassoon. “LookBooker, as a solution, immediately resonated with us. The business-to-consumer and business-to-business benefits are unparalleled, and we are thrilled to be a part of evolving this brand nationally and internationally.”

At present, the service is only available in New York City, although the firm is said to be beta-testing in other markets and plans to expand to both local and international markets.

According to the founders, LookBooker has a number of developments on the horizon. In addition to their multicity U.S. expansion, their mobile app is scheduled to launch in September. It is intended to feature a variety of user-friendly elements, including one-click check out, one-click rebook, geo location services and salon comparison functionality by products carried, ambience, price, opening times, location and reviews.

“Bringing the Sassoons onboard presents an exciting opportunity to tap into generations of industry insight, as well as gain access to top salon partners across the country,” Rossi said. “With the Sassoons in support of our mission, we operate by Vidal’s personal benchmark: ‘The essence is, what can we do next? And will it be good?'”

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