The Interview: Townhouse founder Juanita Huber-Millet on her unstoppable growth trajectory

I fondly refer to Townhouse as the 'Soho House' of nail salons due to its strong brand and consistent offering.  Since its launch in 2018, the brand has grown to over 40 salons in the UK and 4 in the US, proving its popularity is not slowing down anytime soon.  In this interview, I sat down with its founder Juanita Huber-Millet (over a manicure of course), to talk about her career so far, the challenges businesses are facing in the UK right now, and what opportunities there are for international growth.  We also look at Townhouse's recent collaboration with global icon Pepsi. 

Let’s start with your career history. Did you always want to be an entrepreneur and was beauty always on the cards?

I’ve always been drawn to the creative world - fashion, design, beauty - but the route here was anything but straightforward! My first love was ballet and I trained for years towards that goal until an injury changed everything. Having lost my dream and trying to find a new purpose, I decided to study both Beauty Therapy and Business Studies simultaneously to find what would reignite that passion I had. I loved both and went on from there to do a degree in Fashion Design at Istituto Marangoni and then continued in the fashion path spending valuable time at MatchesFashion working with the CEO which opened my eyes to what exceptional retail and brand experience really look like. When I looked at nail salons, I felt there was room for something much more inspiring -where style, precision, and integrity all come together. That’s how Townhouse was born.

You now have 40 salons in the UK and very excitingly, 2 salons in LA and 2 in New York City. Tell me about your growth journey.

The journey from our first Townhouse in Fitzrovia back in 2018 has been both intentional and ambitious. From day one, our promise to customers has been crystal clear: exceptional hygiene, beautiful treatments and salons people genuinely love to spend time in. We grew steadily across London, opened in iconic locations like Harrods, and then moved across the rest of the UK. Expanding to the US felt like a natural next step- Beverly Hills, with its blend of design, luxury and culture, was the perfect starting point. Seeing the concept resonate so strongly on both sides of the Atlantic has been incredible.

Townhouse Beverly Hills

The UK is challenged right now for all businesses, especially SMEs, but your growth trajectory says otherwise. How do you find being a business owner has changed today from when you started?

It’s definitely a different climate now -costs are higher and the market can shift quickly. But one thing hasn’t changed: excellence still cuts through. From the outset I invested in details that matter - hospital-grade autoclaves, single-use or fully recyclable tools, immaculate interiors, and a training programme that guarantees consistency. Those standards are now non-negotiable across the brand. As a growing brand we have been much less impacted by the economy and, while providing value is critical, we find that people will still make room for those me-time moments.

Have you seen a consumer slow down due to the cost of living crisis?

People are definitely more thoughtful about where they spend. Yet nails remain a priority for many of our guests because they’re about confidence and feeling good, not just grooming. Our Flawless Finish Guarantee, cleaner formulations and visible hygiene standards give people that extra reassurance. When something consistently sparks joy and feels worth it, it tends to stay on the list even when other things have to be cut.

Looking at international expansion. Tell me about your decision to look to the US.

The US was always in our sights. From travelling and watching trends, I could see a real appetite for the kind of elevated nail care we offer. Los Angeles made perfect sense for our first US hub - it mirrors the values we hold dear: design, creativity, visibility and a luxury lifestyle – shortly followed by New York. With those bases established, we can now scale in the US with confidence while keeping our standards intact.

What, in your experience, are the differences in running a business in the UK to the US?

Operationally there are plenty of differences - permits, labour laws, property costs, even how customers tip. However at the core it is all about making sure you are meeting customer needs and creating both reliability and joy. For us, that all starts with our team of amazing nail artists. The nail salon industry is extremely unusual in that it is probably the only service or retail environment in which you are face to face with someone for the whole stay on site. Even with hair, a hairdresser typically stands behind you and an in massage, you generally are in a darkened room with your eyes shut. So it is an intimate environment and we find that the happiness of our team is absolutely fundamental to delivering a great guest experience. And that is universal.

Do you see potential for Townhouse in other countries?

Yes, there’s clear global demand for beauty and wellness brands that combine luxury with real reliability. Every new location must feel authentically Townhouse, from the design and tools to the customer journey. We’re progressing on opportunities in multiple countries near and far for 2026 and beyond, but for now our main energy is on growing the UK and US perfectly.

Townhouse is now a trusted brand with a clear vision … Is it hard to keep the brand identity and services running the same in all locations, including international?

Consistency is not optional, it’s our foundational promise. That’s why we invested in so heavily with in-house training and why our stores share a design philosophy. Whether at Harrods, Fitzrovia, or in one of our US salons in New York or LA, customers should walk in expecting the same level of finish, ambience and care. The design teams, operations, local hiring, they all align around this same vision and standard. That’s how we protect what Townhouse means.

You’re always keeping your offering fresh. Tell me about your latest collaboration with Pepsi MAX.

The Pepsi collaboration is one of those moments where creativity, design, and customer delight intersect. We were approached by them and saw an opportunity to create something immersive, transforming a salon space, bespoke nail designs, visual and sensorial cues tied into the campaign. For us, each collaboration is an expression of Townhouse’s identity, a way to expand our brand presence but also to bring moments of delight to the amazing customers that visit us every day.

How do you define and measure the success of a campaign like this?

For me it’s both qualitative and quantitative: guest feedback, energy in the salon, new people who walked in because of the collaboration, social engagement, press interest. But most importantly, did it deepen trust with our core customers? Did it align with our values? Did it feel authentic? When those boxes are ticked, that’s success.

I imagine by the time this interview is published, you’ll have opened another salon or two, so tell me about any exciting plans to come.

We continue to move fast! We opened an amazing location with a franchise partner in Cambridge (UK) in September and there are many more locations on their way! Expect to see much more on US expansion with franchise partners in the coming year as we bring Townhouse to new locations across the country as well as further international locations.