Gene Juarez opened his very first salon in 1971. Now, four decades later, his salon empire numbers 12 locations spread throughout the Seattle-Tacoma metro area. While the network has expanded, the staff's commitment to timeless beauty and personalized care remains the same as it was on day one.
Custom hair, skin, and nail treatments unfold in airy and modern salons, with accents such as sleek steel fireplaces and glittery, mod chandeliers ensconcing guests in contemporary comfort. Before performing a treatment, the staff studies the client and then selects the products that will work best for them, such as a lightweight styling product for fine hair.
To ensure they have everyone covered, the salons' numerous experts have even created their own line of haircare products, Identity1. This premium line includes everything from professional-grade shampoos to restorative serums. It is paraben-free, PETA-certified, and safe for color-treated hair, and clients can pick it up at most of the salon's locations.