Joelyn Perez

I joined the hair and beauty industry to challenge the widely accepted belief in my culture that sleek, straight hair is the ultimate representation of a clean, polished, and beautiful woman. Growing up, this ideal contributed to my struggles with self-image and identity, and I found myself chemically straightening my hair to the point of no return. By the age of 12, after years of keratin treatments, I lost my natural curl pattern, and I began to feel a decline in both my physical and emotional security.

It wasn’t until I moved to a new city and found a community that truly understood me and my needs that I was able to reconnect with my natural self. They taught me how to bring life back into my hair, and when I did the big chop, I felt an immediate shift in the air around me. It was like a weight had been lifted, and I finally started to feel like myself again.

This journey is what drives me to change the outdated narrative that textured hair is unmanageable or unattractive. I want to create a space where others can embrace their natural texture, find beauty and healing in community, and feel connected to people who understand their experiences. My mission is to provide resources for everyone seeking love, beauty, passion, and solace, while fostering an environment that encourages growth and self-expression. I wish for every guest who sits in my chair to experience that same sense of relief and empowerment that I found on my own journey.