Most salons borrow a look. Pharaoh built an identity you can stand inside.

A polished gold Tutankhamun mask and the word PHARAOH in gold engraved capitals, mounted on a black wall bordered in a gold Greek-key band. A row of ring-lit circular LED mirrors receding the length of the room. A royal-blue velvet ottoman on dark timber, a gold honeycomb mirror pillar, a green moss wall catching the light — the physical salon is the brand, and the brand is the room.

That space sits on Sydney Road, Coburg — a long, well-known multicultural strip in Melbourne's inner north, and one of the city's most vivid retail streets. Walk in and it is immediately clear you are not at a corner nail bar.