Thirlwall Named New CEO of MiniLuxe

Sue Thirlwall comes to MiniLuxe with a background at Baskin-Robbins/Dunkin' Brands, YUM! Brands/Pizza Hut.

The following press release was provided on behalf of .

MiniLuxe, the pioneer behind a new concept category of beauty lounges with ultra-hygienic, high-quality nail and waxing services, welcomes Sue Thirlwall as its new Chief Executive Officer.

Since its founding in 2007, MiniLuxe has been vigorous in its efforts to perfect its beauty lounge concept. Under Thirlwall’s leadership and vast expertise in building strong iconic national brands, MiniLuxe will not only expand its stores in the Boston area, but also grow its private-label beauty lines and explore new services, all while staying true to its healthy nail and clean living philosophy.

Thirlwall, a Harvard MBA graduate, brings significant leadership and brand-building experience; prior to MiniLuxe, she served as the Brand Operating Officer for Baskin-Robbins/ Dunkin’ Brands – responsible for the revitalization and growth of the brand including 2,600 domestic units, as well as executive positions at YUM! Brands/Pizza Hut and Deloitte and Touche.

“I’m so thrilled to be on board as MiniLuxe’s new CEO,” says Sue Thirlwall.  “This is such an exciting time for the MiniLuxe brand because we’re growing on some many levels. And this is a very special brand because of its commitment to excellence to both its clients and employees, our MiniLuxe Brand Ambassadors. For our clients, we want to set a new level of service experience and, for our Brand Ambassadors, we want to create new opportunities and roles that did not exist before. In a few years, I hope to see our MiniLuxe stores all over the country,” says Thirlwall.

In addition to growing corporate and franchise stores, the “Best of Boston” MiniLuxe brand thrives on a number of factors, the most important being the brand’s dedication to hygiene and its on-trend, high quality service and product offerings. The burgeoning brand has grown from one to six stores in the greater Boston area since 2007, and recently launched two private label beauty product lines – LemonAide cream and body scrub and their own MiniLuxe polish line (all 4-free formulas) – that are also currently under expansion including miniature MiniLuxe polish. MiniLuxe will soon open its 7th and 8th stores, also in the greater Boston area.

“We are all extremely excited to have Sue lead the MiniLuxe team and concept. The opportunity here is significant because the brand holds both great growth potential in an economic sense and great purpose in terms of changing the way things are done in our industry – for the better. We could not think of a better person than Sue to help lead this charge,” says Anthony Tjan, Chairman of MiniLuxe and Cue Ball Capital, one of the venture firms backing MiniLuxe.


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