SOFT – Blowout & Haircare Bar

About

SOFT is a Silk Press Blowout salon in Brooklyn, NY, founded by entrepreneur and cosmetologist Paris Severino with a singular mission: to center women with textured hair. Envisioned in 2017 and trained at the Aveda Institute in Washington, D.C., Paris built SOFT as a sanctuary for wavy, curly, kinky, and coily crowns. More than a blow-dry bar, SOFT is a restorative retreat where timeliness, luxe plant-derived treatments, and total hair wellness are the standard. Clients enjoy aromatherapy, scalp massages, wellness beverages, and bespoke conditioning treatments — all designed to revive, nourish, and celebrate textured hair. At SOFT, your time is prioritized, your needs are heard, and you leave feeling beautifully yourself.