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The legacy of Horst Rechelbacher extends far beyond the creation of Aveda. a pioneer of holistic beauty, and a champion of environmental responsibility, Horst’s purpose and passion have taken on a momentum of their own as part of a greater global movement toward balance and harmony, both individual and collective.

Born in Austria in 1941 to an herbalist mother and a shoemaker father, Horst began working in the salon across the street at the age of 14. “I was not a good student at all but I was very eager to be something different,” he said. Horst was a natural talent, and by 17 he was working as a stylist at a prestigious salon in Rome, tending to international celebrities. By the young age of 20 he had won the European Hairstyling Championship, which he used as a springboard to tour Europe and the United States. “What is a calling? It’s like almost a fire inside me and it keeps me alive,” he said.

A Life Long Student With A Lasting Vision

A world-class stylist in his teens, Horst ended up in Minneapolis, Minnesota by accident. Literally. During a stylist competition in 1963, Horst’s car was hit by a drunk driver. He decided to settle in Minneapolis, as a European hairdresser, and opened his own salon, Horst & Friends and then several others, becoming a successful salon entrepreneur in his twenties. In the late sixties, Horst suffered burn out from overwork and recovered thanks to herbal remedies prepared by his mother, as well as to the practice of yoga and meditation. Following a retreat in India in 1970, Horst integrated Ayurveda in his lifestyle and his salon business model. He adopted a holistic thinking, the belief that individual beauty is directly linked to the beauty of the world around us. His were ideas that would revolutionise the beauty industry. “We are the earth,” he said. “We are soil. We are water. We are everything. So go organic if you can. So become a farmer. Grow in your own house. Grow peppermint and make your own tea. Celebrate life.”

Aurevedic Roots

5,000 Years of Results Our earliest roots lie in Ayurveda, the Indian healing tradition based on the knowledge of life and the interconnectedness of all things. It has proven, over 5,000 years, that treating the whole person leads to greater balance and well-being, so we consider the effects of our products not only on hair or skin, but on body, mind and emotion.

Our relationship with Ayurveda began in 1978, thanks to two renowned Ayurvedic physicians and scholars, Drs. Vinod and Kusum Upadhyay. Globally sought for their expertise in Ayurvedic medicine, pharmacology, botanical research and aromatherapy, they brought 1,000s of years of Vedic and Ayurvedic tradition to bear on Aveda's work. Their guidance first helped us identify botanical actives for our products, allowed us to pioneer “functional aromas”(with our Chakra™ Balancing Blends), and helped us launch innovative, powerful plant derived formulas such as Outer Peace™ Acne Relief skin care.

Ayurveda is an ancient holistic system of healing that strives to create balance in body, mind and spirit. Ayurveda means “the science of life” and it has been central to Aveda since the very beginning, when we partnered with the Ayurvedic Doctors Vinod and Kusum Upadhyay*.

A life of extraordinary leadership

1978 — Horst founds Aveda with the mission of creating holistic beauty through wellness; Aveda is “knowledge of the whole”
1982 — The first Aveda Institute opens its doors in Minneapolis; Aveda Institutes are schools for aspiring professionals in the beauty industry
1987 — Horst publishes “Rejuvenation: A Wellness Guide for Women and Men”
1989 — Horst endorses the Valdez/Ceres principles of environmental sustainability, making Aveda the first company to sign on
1997 — Aveda is acquired by The Estée Lauder Companies and grows to become a global success story with a presence in more than 40 countries and 9,000 salons and spas
1999 — Horst publishes “Aveda Rituals: A Daily Guide to Natural Health and Beauty”
2004 — The beauty industry awards Horst a Lifetime Achievement Award
2005 and 1995 — Vanity Fair magazine names Horst one of the most influential environmentalists in the U.S.
2007— Horst receives the Rachel Carson Award for a Lifetime Commitment to Environmental Ethics & Integrity
2013 — The International Spa Association (ISPA) honours Horst with the ISPA Visionary Leader Award
2007—The Spa & Salon Professional Association honours Horst as an Industry Innovator & Legend for lifetime contribution to the cosmetology industry
2009 — The President of Austria awards Horst the “Decoration of Honour in Gold Services to the Republic of Austria,” an award given to exemplary Austrian business leaders

Our ingredient promise

At Aveda, The Art and Science of Pure Flower and Plant Essences, we believe that Nature is the best beauty artist of all. This is why we continually strive to increase our use of naturally derived ingredients whenever possible.

Naturally Derived: We define naturally derived ingredients to be those for which more than 50% of the molecule comes from a plant, non-petroleum mineral, water, or some other natural source.

Our commitment to deliver high performance, botanically-based products that are kinder to the planet – which is good for all of us -- goes much deeper than our use of naturally derived ingredients.

Aveda and green ingredients

We connect our Mission with product development by using what we define to be green ingredients whenever possible.
At Aveda, our goal is to ensure our products will benefit our guests through exceptional performance, while we deliver our continued promise of environmental and social responsibility.

We work hard to ensure that ecological and cultural diversity is represented by responsibly sourcing key ingredients from different habitats all over the world.

Through fair compensation, we positively impact the people and economies from which some of our products' ingredients are sourced.
Aveda firmly believes that we will succeed in our goal by striving to use what we call green ingredients in our products whenever possible.

Our definition of a green ingredient requires that it meet at least one of the following criteria:
• Naturally derived, which we define to be those for which more than 50% of the molecule comes from a plant, non-petroleum mineral, water, or some other natural source.
• Certified organic.
• Sourced from sustainable or renewable plant-based origins, and does not negatively impact the ecosystems from which they are sourced.
To Aveda, continued progress and improvement in the number of green ingredients we use in our products is an essential part of ensuring we honour our Mission commitment to care for the world we live in.
Aveda's use of green Ingredients in practice:
• Since 2000, Aveda has substantially increased our purchases of organic raw herbal ingredients and organic essential oils from 20%-25% of total tonnage to more than 90% for both while also increasing our total tonnage significantly. The exact percentage varies slightly from year to year due to product mix and availability of certified ingredients.
• Aveda has established Soil to Bottle™ traceability for certain key ingredients, which allows Aveda to progressively document and expand the source of these ingredients while promoting quality through its supply chain.
• Aveda's development of its exclusive Babassu Betaine technology is part of its efforts to develop and use sustainable plant-based alternatives to replace the use of petrochemicals whenever possible.
• All of Aveda's essential oils are processed in an environmentally responsible manner through steam distillation

Ingredient sourcing

Journey with us—to trace Aveda's ingredients back to the farm or harvesting co-op. We call it Soil to Bottle℠, and we do it to ensure fair compensation throughout the process.

Aveda develops close working partnerships with certain communities and/or suppliers and seeks to use them as our primary source for specific ingredients. We frequently reference these relationships in our promotional materials. However, sometimes due to conditions beyond our control (e.g., drought, pests, and capacity limitations) these communities and/or suppliers are unable to meet our needs for an ingredient, including being unable to supply some or all of it. When such situations occur, Aveda uses additional suppliers to provide high-quality alternative sources until we are able to resume sourcing from the primary supplier.

Aveda is a cruelty-free brand. We do not test on animals and never ask others to do so on our behalf. Our products are “people-tested.”

Being a cruelty-free brand is an important part of our mission to care for the world we live in and for those we live with, and has been since our founding in 1978.

We strive to set an example for leadership and responsibility of caring, not just in the world of beauty, but around the world. Our commitment to caring for animals and wildlife reaches far and wide. In fact, we live and breathe it.

3.7
Based on 462 Reviews
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Mari Mar
21/06/2024

Beautiful place and atmosphere. My daughter was so happy after her new hair style that I can't thank enough.

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Amy Renee
16/06/2024

I've been coming here for years and Jenni always has my hair looking amazing when I leave! Truly an amazing hair stylist

Jenni and her team are so vibran5 and accommodating. My haircut is so brilliant it lasts for 4 months and the education is second to none. Thank you for your professionalism..I would never go anywhere else. My hair was extremely dry and Jenni recommended the micromist treatment and what a different it made to my hair..it's shiny and glossy!!!

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Ava Fonti
13/06/2024

In the past I generally had bad experiences with hairdressers not knowing what to do with my hair. I visited Jenni for the first time last year and was slightly nervous going to a new salon. I explained this to Jenni and she was so understanding and calmed my nerves through her professionalism and knowledge. She gave me one of the best haircuts I’ve had in years! I came back for another haircut recently, and she, once again, worked her magic & left me leaving beyond pleased with my results. I love visiting Jenni & her beautiful vibrant personality lights the place up! I’ll definitely be back again! 🩷

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Kallia Goodson
09/06/2024

The salon was warm and welcoming. So good to have a place that understands curly hair. Jenni and her team did a great job.

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Tara Anderson
08/06/2024

So glad I discovered Aoki Hair, I never knew how good my curls could look before coming here! In the past I've had difficulty achieving the style I want due to having two very distinct curl patterns and cuts that don't accommodate this, but Jenni and the team are amazing and knowledgeable... I can never believe the magic they work on my hair! Walking away with a big smile and gorgeous healthy curls. Would highly highly recommend.

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Alexa
08/06/2024

I have been going to Aoki for my curly cuts for about 3 years and I wouldn't go anywhere else! Jenni does an amazing job cutting my curls and is always open and receptive to what style I want to go with. As anyone with curly hair knows, it is hard to find great curly hairdressers in Perth and I'm so glad I found Aoki, Jenni is someone I fully trust for a great curly cut every time!

Amazing curly hair cuts, people and atmosphere ❤️

As always a great haircut I always walk away so happy! Very friendly and professional

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Jessica Dennis
07/06/2024

Jenny and the team are amazing! Fabulous hair cut and style. I have never been so happy with a cut and dry. I would highly recommend Jenny and the team at Aoki 💜

Aoki's service is second to none and Jenni and her team make any visit fun. Prices are reasonable and love the tea and biccies that are served.

WOW what can i say!!! walked in with long frumpy red hair and walked out much lighter and brighter... I gave Jenni free range with my cut and colour and was absolutely amazed at the results. Her free spirit and passion for curly hair is so infectious. Her whole team were amazing and so attentive during the whole process and just as passionate as Jenni. it was definitely worth the wait to get a booking as she booked out so far in advance.

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Kate Koster
24/05/2024

Jenni is a star, I always leave feeling amazing!! Which is not something I say lightly I have curly hair and all my life I have hated hairdressers as they brush my hair and it's a frizz ball. Jenni always treats her clients with goodies, staff are always bubbly and very friendly 😊 xx the results speak for themselves 😍 I never knew this is what my hair could look like with some TLC and education.

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Hadeel Odeh
19/05/2024

I recently had the best hair salon experience of my life at Aoki Hair Salon. Years of bleaching and straightening had left my hair heat-damaged, frizzy, and lost its natural curl pattern. When I first walked in, I was extremely nervous and stressed about my curly hair, to the point where I literally burst into tears. However, the comforting support from Jenny and her team was truly heartwarming. Thank you, Jenny, for your kind words and the amazing haircut that has brought back my confidence in my hair. A big thank you to Evora as well for your support and for educating me about curly hair care. I left the salon with the best curls I've ever had and received so many compliments! I will definitely be coming back and highly recommend Aoki Hair Salon to anyone looking for curly hair salon and looking to start their curly hair journey.

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Cat
23/03/2024

This place is the BEST! Jenni is the curl queeeen! I was a bit nervous as I wanted to completely overhaul my hairstyle and hadn't been to a hairdresser in 5 years. Jenni and her team transformed my nerves to excitement and my boring hair to rockstar locks! I learned a lot about my hair and how to style it, had a ball, and left with a huge grin on my face, the first time I've left a salon without even a single twinge of disappointment. Jenni is a true expert/artist/visionary, she assesses your vibe and needs insightfully and effortlessly. Her taste is impeccable AND she's lovely and fun to be around. I couldn't be happier with my new hairstyle, I feel more comfortable and confident in myself, what an incredible gift. I'm so grateful to Jenni and her team. Utter bliss. CAN'T. RECOMMEND. ENOUGH.

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Aoife j
23/03/2024

Aoki is the hairdresser that I have been looking for all my life. After a childhood and most of my adult life (like most people with curly hair) experiencing soul destroying hair cuts, that has all changed. Jenny and her staff provide amazing curly hair education and styling. Every time I leave the salon I feel like my hair is in the best shape! It is so refreshing to have someone and a staff that truly understand how to care for and cut curly hair and most importantly educate others on how to best care for it. Thank you so much for all you do in the curly hair arena. 🥰

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Greer
23/03/2024

I’m always telling my mum that I refuse to get my hair done anywhere else, after coming here. As someone with curly hair, finding a place that actually understands curly hair seemed so hard. But Jenny and the crew are amazing! They understand curly hair so well, and even educate me on how I can be treating my hair better. The vibe is 10/10, everyone is warm and welcoming, and easy to chat to. Anybody doing my hair is already my friend🤩 They’re easy to chat to and I’m always happy to come. My hair is always done amazzingglyyy, I’ll be taking soo many pictures. The process leaves my hair looking gorgeous. And everyone else’s too. 🥰 Recently I got my hair coloured, as a couple hour process, and I was given some easter eggs too as a bonus<3 I’m so happy with my hair. Jenny is very good at listening to your request, adding her expertise and providing a good outcome. Music is chill and atmosphere is relaxing. 10/10 experience. 🤟🤟

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Sam Hawkins
08/03/2024

Jenni and her team worked wonders on my daughter’s hair and mine. Most definitely the best haircut and treatment we’ve both have had. I would definitely recommend Aoki to anyone that has curly hair.

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Sarah Bailey
25/02/2024

Thanks Jenny and teams ❤️❤️ I recently had the pleasure of visiting @Aoki Salon for a haircut, and I must say, it was an experience worth raving about. Jenny is an amazing and talented hairdresser, worked wonders with my hair. Her expertise and precision left me feeling absolutely delighted with my new look. Not only did she exceed my expectations, but the compliments I've received since leaving the salon have been endless. All her team are also friendly and professional staff who go above and beyond to ensure a pleasant experience for every client. From the moment I walked in, I felt welcomed and taken care of.

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Suzie Cole
22/02/2024

Can’t thank Jenni and Jess enough! Not only were they lovely, it’s the best curly cut and colour I’ve ever had and reasonable priced too! I wont be getting my hair done anywhere else from now on!

I 100% recommend Aoki for curly hair. Really lovely experience.

Long standing client of 12 years. Always welcoming and great service despite having straight and not the curly hair Jenny specialises in.

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Sian Bell
20/01/2024

I had an amazing experience at Aoki yesterday. Jenni and her team made me feel so comfortable. We talked about my hair type and expectations, I showed Jenni what I wanted and she taught me how to best manage my hair. For the first time in a very long time I feel confident about my hair and love my new look. Thank you goddess Jenni. I’ll be back! 😘

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Anne Couzens
22/12/2023

Jenni and her team at Aoki were awesome. It's not just about the hair cut and colour it s the education on managing and stying curly hair that was invaluable. I wish I had met the team years ago. Definitely recommend the salon if you have curly hair, the best place to have your hair looked after.

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Heidi Locke
14/12/2023

Thank you to Jenni and her team for providing such a wonderful experience every visit! Jenni is truly skilled at cutting curly hair and the salon stocks a great range of curl-friendly products. The team also shares their expertise in how to style curls, so you can keep your hair looking great in between salon visits. Looking forward to seeing you again soon!

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Nat Jones
07/12/2023

I absolutely love Jenny. She has changed my relationship with my hair- I now like it. Thank you- highly recommend, your colour are extraordinary.

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Belinda Colyer
05/12/2023

I had my first curly hair cut on Friday. I did my own research and read the website so I came prepared for my appointment. Jenni apologised for being short staffed that day and attempted to still meet the needs of all the clients that were there. She cut my hair and afterwards it was styled. Because the style I wanted required quite a bit of cutting, it took a bit to adjust to on the new style. I left the salon satisfied with the results. I washed and styled my own hair today and it looked amazing. This is true test of a good cut for me. Each day since having it cut, have loved my haircut more and more. It really brought out the best of my curls. I will definitely return. I travelled 200km for the haircut and I think it was as worth my time and money. I’d like to compare my next visit when the full compliment of staff is there to my first visit to be able to make a fair comparison. The staff shortage affected the overall experience but certainly not the quality of the haircut or Jenni’s friendly attitude. I would encourage potential clients to read the information on the website. To consider their hair type and curl pattern to their desired outcome so that you at least have realistic expectations. And then to trust Jenni’s expertise and enjoy your hair.

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Sasha Sinclair
17/11/2023

What an Amazing Experience with an incredible team that were welcoming, informative from beginning to end. Jenni is such a force and is clearly passionate about her profession. She is She apologised as she was running 20 minutes late and I was brought a capachinno, and nibbles.As I did not know what I wanted Jenni analysed my face shape,lifestyle and expectations. I I received the best cut I have ever had. I was shown exactly how to care for.my curls and after my photo I walked out like a Godess.. Thank you for caring so.much..its a rarity these days I

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Caitlin Page
11/11/2023

Hair always looks and feels 10/10 after going to Aoki, highly recommend Jenni and the team to anyone with curly hair 😄

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Sandra O'Shea
11/11/2023

I have to say this was the best salon experience I've ever had. I have fine, medium to coarse, low density hair and Jenni knew straight away what my hair needs were. Not only is she incredibly knowledgeable and passionate in all things curly, she was so kind and nurturing as i was feeling a bit emotional. I am very grateful for the experience and looking forward to seeing how my hair transforms under her care. THANK YOU! ❤️

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Tiana Mcquie
10/11/2023

I had my hair cut shorter for summer yesterday and I LOVE it!! So relieved that after so long looking for someone to cut my curls I have found Jenni, the curly education makes the world of difference, this is my 3rd cut here and every time I have loved it!!

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Amena Cuffe
10/11/2023

I had the pleasure of getting my hair done by Jenni and can honestly say it was one of the best experiences. From the moment you walk in to the moment you leave you feel welcomed and relaxed and calm. I don’t trust many people with my hair but Jenni definitely knows her stuff and gave me tips on how to recreate the amazing job she did. I have had nothing but compliments from everyone I know and my confidence is soaring. Would highly recommend and look forward to going back.

Always an amazing experience. Jenni is amazing and so lovely

I had an amazing time at Aoki Hair with Jenni, on top of a great haircut, you'll get to spend a good time and learn more about how to take care of your curls! Jenny has a lot of experience and she found the hairstyle that would suit me best, I use to be scared of going to the hairdresser but now with Aoki I'm looking forward to go back!! Go check their instagram to see all their amazing work! thanks team

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Tania George
08/10/2023

I always feel like a million dollars when leaving Aoki Hair. Jenni truly is a miracle worker when it comes to my hair. I can sit down and let her go to town on my hair because Jenni knows exactly what I want. At the end Jenni also provides education on how to look after your curls. Their is always so much fun and laughter and a vibrant energy in the salon. Jenni is the kindest warmest person I know. I 100% recommend Aoki hair for all your hair needs. You will not leave there disappointed 🥰

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Nikki Tsapazi
25/07/2023

Best haircut I have ever had x

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Elana Sparks
17/07/2023

Everytime I go to Aoki I experience TLC for my curly hair. Jenni's skills, guidance and knowledge have helped me to embrace my curly hair. I finally have the curls I've always dreamed of thanks to the staff at Aoki. I highly recommend Aoki if you want to embrace your curls too.

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Anita Carver
14/07/2023

Jenni is a curl guru. If you have curly hair - go see Jenni! Her skills are too level. But she is also the warmest woman and such a delight to be in the salon with. I trust her so much with my hair and I always have the best time when I’m here!!! Totally worth the interstate travel for! 🥰🥰🥰

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Paige Hawley
14/07/2023
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Aurelea
14/07/2023

Went back for a cut after a year and its always amazing! Love how my hair looks 😍 Thanks so much Jenni 😊

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Penny
07/07/2023

Jenni is the best curly hair cutter/stylist in Perth! Jenni has a great staff and salon which makes for a very enjoyable salon experience. I have been looking for a curly hair specialist and Aoki is the perfect solution.

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Julia Calvert
07/07/2023

From the moment you walk in and receive Jenni’s personal attention to the moment you leave, you feel special and pampered. Having very curly hair I need and expert cutter and Jenni is definitely that. Always look forward to my visits, the atmosphere and the laughs. Jenni and her girls know how to look after you!

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Claire Pianta
30/06/2023

I always feel like an absolute curly goddess leaving this place. Refreshing to find a senior stylist who actually listens and has the skills bring to life your wildest curly girl vision. Jenni is such burst of vibrant energy and genuinely cares about how her clients feel. I drive an hour to have my hair cut here and it is totally worth it, wouldn't dream of going anywhere else in Perth. I've had my curls cut on 3 different continents and Jenni is a mile ahead of the rest and she manages to cut curls in half the time of any other curly hair specialist that I have see. All confidence and class. Highly recommended!

They are just amazing! I couldn't imagine going anywhere else, both colour and curly cuts are amazing

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Lonja Dean
05/05/2023

Coming to get a haircut at Aoki is my pamper day. I get great service, professionalism, lots of laughter and my hair ALWAYS looks fabulous when I walk out. This place is a hive of activity but I always feel like I’m the queen bee 🐝, everyone attending to my needs 😊

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A Wharewera
29/04/2023

Absolutely loved my visit to Aoki. Their staff and services are amazing and made me feel so comfortable as a first time client. Jenny is wonderful and shared all about my hair type and styles that would suit my face shape. I felt confident to let her go to town on my hair and I couldn't be more happier. My hair has never felt this healthy, soft and bouncy before. Highly recommend anyone with curly hair wanting to embrace their true curl 🙌

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Meg O'Hara
12/04/2023

Genuinely the best haircut I have ever had. I'm 41, so I've had a few, and I have never felt so seen as I was by Jenni and her team. I week later and I'm still oozing joy around my new hair.

CONTACT

4/85 The Promenade,
Mount Pleasant WA 6153

T: 08 9316 4888
E: [email protected]

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