Embracing the Beleza Way
When I was younger, I would associate Brazilian with straight, silky hair. For as long as I can remember, smoothing out my kinks required a Brazilian blowout. Because of these experiences that I had with straightening my hair, I thought that people in Brazil prioritized straightening their hair over other styles. Beleza Natural has proven me wrong.
I also assumed that the majority of Brazilian people had straight hair. I was a young girl that had been misled, but I’m sure that many other people believed the same stereotype. So, when I heard about Beleza Natural, I was happy to see a salon willing and wanting to cater to natural hair. Despite how much I believed in the stereotype, many Brazilian people, including the co-founder of Leila Velez, have curly and kinky hair.
Not only do they, like many of us, have this hair texture, but they also have no desire to get rid of it. Beleza Natural encourages those with kinky hair to embrace their roots and care of their hair the natural way. Beleza Natural is a unique salon that caters to their community. If you’re a hair salon owner, check out why and how Beleza salons have grown exponentially in the last years.
What is Beleza Natural?
Beleza Natural is a salon that began with two women3, Heloisa “Zica” Assis and Leila Velez. One of them was previously a maid, while another was running a Mcdonald’s by 16. Initially, Zica was using her spare time to study hairdressing techniques. She was also trying to invent a better way to relax hair for Afro-Brazilians who wanted to tame their natural styles. She tried to find a more natural approach that wouldn’t damage natural curl patterns.
For ten years, Zica worked tirelessly to come up with a formula using raw materials and ingredients. In the meantime, Velez and her Zica’s brother Rogério searched for a way to provide the services. Eventually, the perfect formulas were created when an angel investor came into the picture. The three of them together worked to develop what is now the largest chain of Brazilian salons.
However, despite there being many Beleza Natural locations, these salons are far from traditional. They implement many actions that defy the odds. They look at every customer and customize their services to fit their needs. Each person experiences a unique service that provides them with everything they need.
Let’s get into what exactly they do!
What Does Beleza Do?
We’re aware that Beleza is a unique chain of salons, but why? Well, not only do they prioritize and personalize client care, they give back to the communities they serve. Beleza Natural is so successful because they cater to those that benefit from their services. When they started making money, they didn’t turn their backs on their community.
Instead, they employed about 70% of their customers, providing them with employment that they wouldn’t have otherwise. Every aspect of Beleza Natural, from the salon chairs to their recycled water, is curated to provide and serve their communities.
When clients come to the Beleza Natural salons, they are given an experience.
The Beleza Natural Process
First, it begins with a private consultation that examines the quadrants of your head. An expert looks at your scalp, and tresses and determines the best route to take to make you, the client, happy. Then, the client is shown the potential styles they can choose from based on what they desire. The client then decides what they want while working closely with their consultant.
Even in the beginning, the process is very personalized. After choosing their styles, the client goes to the styling room where another consultant provides tips on how to take care of their hair in between visits.
For example, if you’re getting a shorter hairstyle, you’re going to need to know how to care for your hair.
Catering To Their Clients
At Beleza Natural, not only are they doing your hair, they are showing you how to care for it and do it before your next visit to the salon. Then, the client gets styled and is taken to the register. The looks they choose are engineered to last about thirty days.
There are also certain products given to the clients to ensure that their hair is looking and feeling amazing while they are away.
Also, the products they sell are co-created with the clients. Clients have a say in what kind of products are being used for their hair. Isn’t that cool? In all my days of visiting hair salons, I’ve never experienced a company that values client opinion so much.
Beleza is doing something right since they’ve been able to open hundreds of locations all over Brazil. They even have some in the U.S.
Do you want to Be More Like Them?
Hair salon owners can learn something from Beleza Natural. Of course, it’s essential to be unique to your brand message. However, the general sense of community is something salon owners should take note of.
Anyone that owns a business should be willing to cater and give back to the communities they wish to serve. For example, Beleza Natural knows that their services are expensive for someone of lower-middle-class status.
However, that doesn’t stop them from offering free services to some lucky winners in the community. As a salon owner, community engagement is essential. Think about ways that you incorporate members of the community without it being expensive. Try hosting an event where some free goodies are given away!
Look Into It!
Beleza Natural is a salon that is defying the odds. If you haven’t heard of them, look them up and see how they’re redefining the hair industry by focusing on kinky and natural hair.
They have taken over Brazil by storm by showing people that kinky and curly hair is fantastic and worth accepting.
They cater to all their clients, and they make the experience so personable that you think it’s family. Don’t be afraid to look into them and see what you can do to grow your hair salon business.