Sally Beauty Launches New ‘Studio by Sally’ Salon and Retail Concept in Denton

Denton-based Sally Beauty debuted its first salon and retail DIY hair hub in Denton Thursday, with five more locations planned in 2023. The company says the new concept will empower customers to reach the next level in their DIY-at-home hair journeys. "They know they can achieve great hair at home and are hungry for knowledge to help them do it," says Sally Beauty President John Goss.

Denton-based Sally Beauty is opening a groundbreaking DIY-fueled teaching salon and retail concept with an education-first mindset.

The new DIY hair hub is called Studio by Sally. Its grand opening was held today on West University Drive, not far from Sally Beauty Holdings’ Denton HQ. The company said the Studio by Sally mission is to engage, educate, and empower.

“Consumers today are creative and savvy,” John Goss, Sally Beauty’s president, said in a statement. “They know they can achieve great hair at home and are hungry for knowledge to help them do it. It’s in our DNA to empower consumers and help grow their confidence when it comes to coloring and caring for their hair. We created Studio By Sally to help take them to the next level in their DIY hair journeys.”

The opening of Studio By Sally’s first location kicks off a weekend full of events, featuring demonstrations from best-in-beauty brands such as Wella Professionals and Dashing Diva, product samples, giveaways, and more.

Five other locations planned by end of 2023

Sally Beauty said it plans to roll out five additional Studio By Sally locations before the end of the year.

“We know our consumers are looking for ways to shop and live smarter,” Goss said. “By connecting them with licensed stylist-educators who will teach them to color and style their own hair, we’re empowering them to save both money and time long-term.”

With shelves of professional-quality products and educational expertise that ignites creativity and a desire to experiment, Sally Beauty has been known as a mecca for beauty and hair color DIYers

‘Demystifying the hair coloring process’

At Studio By Sally, consumers can shop for professional-quality hair color and beauty products and participate in hands-on education through an innovative “teaching salon” concept.

Licensed stylist-educators help consumers choose the right product, then teach them how to apply, customize, and achieve salon-quality looks that range from all-over color, lightening and root touch-ups, to styling and more, Sally Beauty said.

Studio By Sally is said to offer “a robust service menu” built on the most popular techniques and styles that consumers want to learn and do at home.

“Demystifying the hair coloring process is the key barrier to unlocking a successful DIY journey for consumers,” Brenda Rutenber, Sally Beauty’s group VP of stores, said in a statement. “That’s why having a licensed stylist-educator there at every step of the process—from choosing the right color and developer to mixing and customizing it—is key. The teaching salon model combined with the shoppable retail portion of the store makes the concept so unique.”

Free workshops and professional products

The company said customers can record their services to play back at home whenever they need a refresher.
One-on-one services and small group sessions are offered, with consumers leaving with a finished style and the know-how to create it at home.

The company said free workshops and events, steered by top industry brands, show key techniques like the secret to flawless beach waves or discovering and enhancing different hair types.
“We wanted to help our consumers learn while they navigate and shop our vast assortment of professional-quality products,” Rutenber said. “For example, a textured hair care aisle offers a prompt to help consumers discover their curl type, and the aisle of lighteners leads with helpful techniques for using hair bleach. Each area was designed to provide helpful DIY education throughout the shopping journey.”

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