How We Got Here.
Five chapters. One full circle. The kid who couldn’t wait to leave the salon ended up building a company for them.
I grew up in a salon.
One of my parents was a hair stylist in Long Beach, California, and I spent more hours in that salon than I can count. Sitting in the back waiting for color to process. Sweeping up hair to feel useful. Listening to clients talk about their lives while the foils went in.
As a kid, it was the most boring thing in the world. I couldn’t wait to leave.
Life brought me back. This time I saw it differently.
I started consulting for a hair extension company — a multi-million dollar brand — and I found myself back in salons again. The salon owners and stylists I met were incredibly talented. They could transform someone’s look, build a loyal clientele through pure skill, and run their business on instinct and hustle.
But when it came to marketing? They were on their own.
They’d hire a generalist. It almost never worked.
They’d hire a local marketing agency that also worked with dentists, plumbers, and law firms. They’d get a generic website that could’ve belonged to anyone. They’d run ads with stock photos and copy that said nothing about what made them special.
And after a few months of burning budget, they’d give up and go back to relying on walk-ins and referrals.
“The kid who grew up sweeping hair off a salon floor in Long Beach — I still felt connected to this industry.”
I knew they deserved better. So I built better.
I started Salon Boss because these weren’t just clients to me. I knew what a salon looked like from the inside. I knew the hours, the hustle, the pride people take in their craft.
And I knew they deserved better than a generalist agency running the same playbook they use for plumbers.
The beauty industry was bigger than just salons. Every corner of it had the same problem.
For the first five years, I worked mostly with individual stylists and small salons. Then salon suites needed help filling chairs. Med spas needed patient acquisition. Beauty brands needed e-commerce strategy.
Generalist agencies didn’t get any of it. So we expanded.
Today, Salon Boss serves 200+ beauty businesses across every segment of the industry.
Beauty businesses served
Services, all for beauty
Beauty industry focus
SEO, websites, advertising, social media, branding, reputation management, and content production — but only for beauty. That’s not a limitation. It’s the reason we’re good at it.
