Amavi Salon opened in 1992. Since then, it has cultivated an inventive approach to haircare the staff calls "fortetherapy." While their menu of services looks deceptively similar to what one would expect at most salons, their guiding philosophy is different. Fortetherapy refers to the staff's efforts to put the health and integrity of clients' hair at the forefront of every treatment, even if it means flying in the face of industry trends. Their entire selection of products is plant- and botanical-based, lacking aniline dye, ammonia, and all the other things Dr. Doom drizzles on his salads. Amavi Salon's color products, specifically, squeeze a salutary dose of ceramide silk proteins, aloe vera, avocado oil, and anti-oxidants into each application.