DAKOTA LONDON

Page 19 Franchise Disclosure Document (2025) and/or Apps and pay fees relating to the use of that equipment, software and/or Apps. We have the right to determine how proceeds from gift card sales are divided or otherwise accounted for and we may retain proceeds from unredeemed gift cards. You must follow all policies we establish for gift card and/or loyalty programs. Brand and System Development Fund We may, but need not, establish and administer a Brand Fund to promote public awareness of our brand and improve our System. We may use the Brand Fund to pay for any of the following:  developing, distributing or administering advertising and marketing materials and programs  conducting and administering promotions, contests or giveaways  public and consumer relations and publicity  brand development  sponsorships and charitable and nonprofit donations and events  research and development of technology, products and services  website development and search engine optimization  development, maintenance and promotion of an ecommerce platform  development and implementation of quality control programs  conducting market research  reimbursing us for costs we incur to host franchisee conferences  changes and improvements to the System  fees and expenses charged by advertising agencies we engage to provide marketing services  collecting and accounting for brand fund fees and preparing financial accountings of the Brand Fund  any other programs or activities we deem appropriate to promote or improve the System  reimbursing us for administrative, overhead and other expenses we incur to administer the Brand Fund, including compensation paid to our personnel for time spent working on Brand Fund matters We direct and have complete control and discretion over all advertising programs paid for by the Brand Fund, including the creative concepts, content, materials, endorsements, frequency, placement and media used. Advertising could be local, regional or national in coverage and utilize any media we deem appropriate (including digital, print, television, radio or billboard). The Brand Fund will not be used to pay for advertisements principally directed at selling additional franchises, although consumer advertising may include notations such as “franchises available” and pages on our website may promote the franchise opportunity. You must pay the brand fund fee we specify from time to time (not to exceed 2% of Gross Sales). Company- owned Salons contribute to the Brand Fund on the same basis as franchisees. However, if we modify the amount or timing of required contributions, any company-owned Salon established or acquired after the modification may contribute to the Brand Fund utilizing the modified amount or timing. All monies deposited into the Brand Fund that are not used in the fiscal year in which they accrue will be utilized in the following fiscal year. Any surplus of monies may be invested and we may lend money if there is a deficit. An unaudited financial accounting of Brand Fund contributions and expenditures will be prepared annually and made available to you upon request. During the fiscal year ended December 31, 2024 we did not collect or spend any monies from the Brand Fund. The Brand Fund is not a trust. We have no fiduciary obligations or liability to you with respect to our administration of the Brand Fund. Once established, we may discontinue the Brand Fund on 30 days’ notice. Advisory Council (§12) We may, but need not, create a franchise advisory council to provide us with suggestions to improve the System, including matters such as marketing, operations or new products or services. We would consider suggestions in good faith, but would not be bound by them. The council would be established and operated according to rules Page 20 Franchise Disclosure Document (2025) and regulations we periodically approve, including procedures governing the selection of council representatives to communicate with us on matters raised by the council. You would have the right to be a member of the council as long as you comply with your Franchise Agreement and do not act in a disruptive, abusive or counter- productive manner, as determined by us in our discretion. As a member, you would be entitled to all voting rights and privileges granted to other members of the council. Any company-owned Salon would also be a member of the council. Each member would be granted 1 vote on all matters on which members are authorized to vote. We would have the power to form, change or dissolve the advisory council in our discretion. Computer System (§11.7, 11.8, 11.9, 15.3 & 16.1) You must purchase and use all Technology Systems we designate, including a computer system that includes: 1 desktop computer; 2 to 3 iPads; Mango Mint POS system with 1 terminal; optional cash drawer and barcode scanner; and Receipt printer/printer. We also recommend, but do not currently require, that you obtain a Canva subscription, QuickBooks Online license and RingCentral license. We may change the components of the Technology Systems from time to time, including your computer system. DAKOTA LONDON ACADEMY™ We will allow you (and certain of your employees) to access and utilize DAKOTA LONDON ACADEMY™, which is our online technology platform housing a variety of tools and resources such as operational documents, learning modules and updates to the Manual. The costs associated with DAKOTA LONDON ACADEMY™ are covered by the technology fee. You must use DAKOTA LONDON ACADEMY™ in compliance with our policies and procedures, including restricting access to certain authorized members of your staff. How Computer System Is Used The computer system will generally be used to: schedule or edit appointments; process payments; create sales tickets; communicate with clients; manage inventory; run reports; manage your staff schedule; facilitate online training programs; play music during operating hours; print documents related to your business; generate form documents; and perform SMS text marketing and client communications functions. RingCentral is an optional cloud-based communications platform used to consolidate phone systems, messaging and video conferencing. We will provide a minimum of 2 DAKOTA LONDON™ email addresses for use with your Salon. You may request additional email addresses. You must exclusively use the email addresses we provide for all communications with us, clients, suppliers and other persons relating to your Salon. You may not use them for any purpose unrelated to your Salon. We will own the email addresses and accounts but allow you to use them during the term of your Franchise Agreement. Fees and Costs We estimate the initial cost of your computer system and point-of-sale system (including any upfront license fees, setup fees, software training fees, data migration fees, etc.) will range from $1,700 to $3,000. As further detailed in Item 6, you must pay us a technology fee for certain software, technology and related services that we provide. The table below identifies the ongoing fees and costs you must pay for the software, technology, Apps, subscriptions and related services (including the software, technology and related services covered by the technology fee):

COMPUTER SYSTEM – ONGOING FEES AND COSTS* Fee Fee Item To Whom Paid? (Monthly) (Annual) Gmail $12 $144 Us (part of technology fee) (per email address**) (per email address) DAKOTA LONDON ACADEMY™ $20 $240 Us (part of technology fee) (per user license**) (per user license) Mango Mint POS System License Fee $135 $1,620 Us (part of technology fee) Page 21 Franchise Disclosure Document (2025) COMPUTER SYSTEM – ONGOING FEES AND COSTS* Fee Fee Item To Whom Paid? (Monthly) (Annual) Mango Mint SMS Marketing Add-On $50 $600 Us (part of technology fee) Mango Mint Forms Add-On $25 $300 Us (part of technology fee) Mango Mint Payroll Add-On $50 + $8/payee $600 + $96/payee Us (part of technology fee) Dropbox $5 $60 Us or Third-Party Licensor (recommended but not required) Canva $9 $108 Us or Third-Party Licensor (recommended but not required) QuickBooks Online $50 $600 Third-Party Licensor (recommended but not required) RingCentral $400 $4,800 Third-Party Licensor (recommended but not required)

Notes: 1. Source of Data: We prepared the FPR based on data we obtained from the point-of-sale system used by our Company-Owned Salons and unaudited financial statements. The data has not been audited. 2. Payroll (GM): Our 3 Company-Owned Salons employ a single regional General Manager and share the costs equally, so the payroll cost listed in the table for each Salon reflects 1/3 of the total cost. Page 33 Franchise Disclosure Document (2025) 3. Payroll (Staff): The Payroll-Staff figures listed under Operating Expenses excludes staff tips, which are subtracted from Total Revenue to calculate Gross Sales. The total combined amount for Payroll-Staff plus staff tips for 2024 was: (a) $612,920 (42.27% of Gross Sales) for Scottsdale; (b) $360,717 (36.11% of Gross Sales) for Desert Ridge; and (c) $299,753 (34.33% of Gross Sales) for Chandler. 4. Technology: The 2024 technology costs incurred by each Company-Owned Salon include: (a) $232 for gmail accounts; (b) $2,860 for point-of-sale licensing fees and optional SMS text marketing add-on; (c) $1,200 for RingCentral, which is optional; and (d) $631 for Gusto (payroll processing). One Company- Owned Salon paid a standard POS licensing fee of $295 per month while 2 Company-Owned Salons paid a discounted licensing fee of $160 per month (the POS system licensor offers a multi-unit discount if the licensee operates multiple Salons). In addition, 2 of the Company-Owned Salons paid $50 per month ($100 total) for the optional SMS marketing add-on. The total combined technology cost for all 3 Company- Owned Salons was allocated equally among the Salons. 5. Imputed Fees & Costs – LMC: Each Company-Owned Salon incurred advertising costs in excess of the LMC. As a result, this FPR does not include any imputed additional advertising costs. 6. Imputed Fees & Costs – Royalty Fees: Company-Owned Salons do not pay us royalties. Under Imputed Fees & Costs, we included the royalty fees that would have been charged to the Company-Owned Salons if they were Franchised Salons. 7. Imputed Fees & Costs – Technology Fees: Franchised Salons pay a technology fee of $20 per user license per month for access to DAKOTA LONDON ACADEMY™. Our Company-Owned Salons do pay this fee. Under Imputed Fees & Costs, we added the user license fees the Company-Owned Salons would have incurred if they were Franchised Outlets (estimated as $960 per Salon per year on the assumption each Salon needed 4 user licenses). Also, our Company-Owned Salons used Gusto for payroll in 2024, which cost $631 per Salon per year. We switched payroll processing from Gusto to Mango Mint in 2025, which is estimated to cost $384 per year. Under Imputed Fees & Costs, we included -$247 as the difference between payroll costs incurred by the Company-Owned Salons ($631) and payroll costs incurred by Franchised Salons ($384). This resulted in a net of $713 per Salon under Imputed Fees & Costs for Technology Fees. 8. Excluded Expenses: This FPR does not reflect any Excluded Expenses. We included professional fees among the list of Excluded Expenses because the associated services were provided on behalf of Company- Owned Salons and other unrelated businesses, and we were unable to allocate the fees between the different companies. You should conduct an independent investigation of the costs and expenses you will incur in operating your Salon. Franchisees or former franchisees (if any), listed in the Franchise Disclosure Document, may be one source of this information. Some Salons have earned this amount. Your individual results may differ. There is no assurance that you will earn as much. Written substantiation for this financial performance representation will be made available to you upon your reasonable written request. Other than the preceding financial performance representation, we do not make any financial performance representations. We also do not authorize our employees or representatives to make any such representations either orally or in writing. If you are purchasing an existing outlet, however, we may provide you with the actual records of that outlet. If you receive any other financial performance information or projections of your future income, you should report it to the franchisor’s management by contacting our Chief Executive Officer at 6590 N. Scottsdale Rd., Unit 130, Paradise Valley, Arizona 85253 or by phone at (480) 300-2588, the Federal Trade Commission, and the appropriate state regulatory agencies.

Page 19 Franchise Disclosure Document (2025) and/or Apps and pay fees relating to the use of that equipment, software and/or Apps. We have the right to determine how proceeds from gift card sales are divided or otherwise accounted for and we may retain proceeds from unredeemed gift cards. You must follow all policies we establish for gift card and/or loyalty programs. Brand and System Development Fund We may, but need not, establish and administer a Brand Fund to promote public awareness of our brand and improve our System. We may use the Brand Fund to pay for any of the following:  developing, distributing or administering advertising and marketing materials and programs  conducting and administering promotions, contests or giveaways  public and consumer relations and publicity  brand development  sponsorships and charitable and nonprofit donations and events  research and development of technology, products and services  website development and search engine optimization  development, maintenance and promotion of an ecommerce platform  development and implementation of quality control programs  conducting market research  reimbursing us for costs we incur to host franchisee conferences  changes and improvements to the System  fees and expenses charged by advertising agencies we engage to provide marketing services  collecting and accounting for brand fund fees and preparing financial accountings of the Brand Fund  any other programs or activities we deem appropriate to promote or improve the System  reimbursing us for administrative, overhead and other expenses we incur to administer the Brand Fund, including compensation paid to our personnel for time spent working on Brand Fund matters We direct and have complete control and discretion over all advertising programs paid for by the Brand Fund, including the creative concepts, content, materials, endorsements, frequency, placement and media used. Advertising could be local, regional or national in coverage and utilize any media we deem appropriate (including digital, print, television, radio or billboard). The Brand Fund will not be used to pay for advertisements principally directed at selling additional franchises, although consumer advertising may include notations such as “franchises available” and pages on our website may promote the franchise opportunity. You must pay the brand fund fee we specify from time to time (not to exceed 2% of Gross Sales). Company- owned Salons contribute to the Brand Fund on the same basis as franchisees. However, if we modify the amount or timing of required contributions, any company-owned Salon established or acquired after the modification may contribute to the Brand Fund utilizing the modified amount or timing. All monies deposited into the Brand Fund that are not used in the fiscal year in which they accrue will be utilized in the following fiscal year. Any surplus of monies may be invested and we may lend money if there is a deficit. An unaudited financial accounting of Brand Fund contributions and expenditures will be prepared annually and made available to you upon request. During the fiscal year ended December 31, 2024 we did not collect or spend any monies from the Brand Fund. The Brand Fund is not a trust. We have no fiduciary obligations or liability to you with respect to our administration of the Brand Fund. Once established, we may discontinue the Brand Fund on 30 days’ notice. Advisory Council (§12) We may, but need not, create a franchise advisory council to provide us with suggestions to improve the System, including matters such as marketing, operations or new products or services. We would consider suggestions in good faith, but would not be bound by them. The council would be established and operated according to rules Page 20 Franchise Disclosure Document (2025) and regulations we periodically approve, including procedures governing the selection of council representatives to communicate with us on matters raised by the council. You would have the right to be a member of the council as long as you comply with your Franchise Agreement and do not act in a disruptive, abusive or counter- productive manner, as determined by us in our discretion. As a member, you would be entitled to all voting rights and privileges granted to other members of the council. Any company-owned Salon would also be a member of the council. Each member would be granted 1 vote on all matters on which members are authorized to vote. We would have the power to form, change or dissolve the advisory council in our discretion. Computer System (§11.7, 11.8, 11.9, 15.3 & 16.1) You must purchase and use all Technology Systems we designate, including a computer system that includes: 1 desktop computer; 2 to 3 iPads; Mango Mint POS system with 1 terminal; optional cash drawer and barcode scanner; and Receipt printer/printer. We also recommend, but do not currently require, that you obtain a Canva subscription, QuickBooks Online license and RingCentral license. We may change the components of the Technology Systems from time to time, including your computer system. DAKOTA LONDON ACADEMY™ We will allow you (and certain of your employees) to access and utilize DAKOTA LONDON ACADEMY™, which is our online technology platform housing a variety of tools and resources such as operational documents, learning modules and updates to the Manual. The costs associated with DAKOTA LONDON ACADEMY™ are covered by the technology fee. You must use DAKOTA LONDON ACADEMY™ in compliance with our policies and procedures, including restricting access to certain authorized members of your staff. How Computer System Is Used The computer system will generally be used to: schedule or edit appointments; process payments; create sales tickets; communicate with clients; manage inventory; run reports; manage your staff schedule; facilitate online training programs; play music during operating hours; print documents related to your business; generate form documents; and perform SMS text marketing and client communications functions. RingCentral is an optional cloud-based communications platform used to consolidate phone systems, messaging and video conferencing. We will provide a minimum of 2 DAKOTA LONDON™ email addresses for use with your Salon. You may request additional email addresses. You must exclusively use the email addresses we provide for all communications with us, clients, suppliers and other persons relating to your Salon. You may not use them for any purpose unrelated to your Salon. We will own the email addresses and accounts but allow you to use them during the term of your Franchise Agreement. Fees and Costs We estimate the initial cost of your computer system and point-of-sale system (including any upfront license fees, setup fees, software training fees, data migration fees, etc.) will range from $1,700 to $3,000. As further detailed in Item 6, you must pay us a technology fee for certain software, technology and related services that we provide. The table below identifies the ongoing fees and costs you must pay for the software, technology, Apps, subscriptions and related services (including the software, technology and related services covered by the technology fee):

COMPUTER SYSTEM – ONGOING FEES AND COSTS* Fee Fee Item To Whom Paid? (Monthly) (Annual) Gmail $12 $144 Us (part of technology fee) (per email address**) (per email address) DAKOTA LONDON ACADEMY™ $20 $240 Us (part of technology fee) (per user license**) (per user license) Mango Mint POS System License Fee $135 $1,620 Us (part of technology fee) Page 21 Franchise Disclosure Document (2025) COMPUTER SYSTEM – ONGOING FEES AND COSTS* Fee Fee Item To Whom Paid? (Monthly) (Annual) Mango Mint SMS Marketing Add-On $50 $600 Us (part of technology fee) Mango Mint Forms Add-On $25 $300 Us (part of technology fee) Mango Mint Payroll Add-On $50 + $8/payee $600 + $96/payee Us (part of technology fee) Dropbox $5 $60 Us or Third-Party Licensor (recommended but not required) Canva $9 $108 Us or Third-Party Licensor (recommended but not required) QuickBooks Online $50 $600 Third-Party Licensor (recommended but not required) RingCentral $400 $4,800 Third-Party Licensor (recommended but not required)