“MY STUDIO IS EVERYTHING I ENVISIONED WITH MY HEART AND SOUL IN ONE SPACE”
I worked at Civello for ten years and left when I had my second child in 2018. I then freelanced in a private
studio which shut down in March 2020 because of Covid-19. It was during the initial lockdown that I started working on THIC.
SALON DESIGN INSPIRATION:
I’ve been a stylist for 20 years, so I knew what kind of space made sense for hairstylists. I love clean, open, and bright: so I found a light-filled, 2400 square foot space. When you walk into the space you feel a sense of calm, which was the vibe I was going for, instead of hectic, fast-paced, and busy. We have a team of eight talented women, and as stylists, we are creators, so we need the space to be creative. I wanted a Zen environment for my stylists and created a calm, modern space for them to feel their best. Our stations are minimal white blocks, and everything is movable so we can use the space for events and education.
THE PHOTO STUDIO:
We have a photo studio in our salon so that our clients can take home pictures of themselves looking their best. The studio is separate from the salon, and we rent the space out to content creators and small businesses. My stylists also use the studio to capture and promote their work or do photoshoots. Social media is a huge part of our business, and we create videos and images in our space every day.
CREATING THIC:
I felt like there was something missing in the market for a styling product that would be perfect for all hair textures and act as a heat protectant while looking elevated and luxurious in your bathroom. I’ve tried many products and couldn’t find one that checked all the boxes. After developing THIC oil, I tested the final samples on everyone, and the response was incredible. Clients were calling the next day saying: “I need it now!” In October 2020, while we were still closed, I officially launched THIC oil. It’s a deep conditioning oil, manufactured in Canada, and is moisturising and lightweight, so it doesn’t get greasy or weigh hair down. It’s vegan, cruelty-free, and paraben-free. Our accessories are all eco-conscious and our
packaging is recyclable or biodegradable. One year after diving into this business, I opened THIC Studio, and launched our second product: the THIC treatment, a lightweight mask that you use in the shower to soften and moisturise.
BRANDING:
I worked with a female-owned company to design the labels and all the branding, keeping the look modern and clean. The bottle of THIC oil is something you don’t want to put away: it’s gorgeous on your bathroom counter and you can use it as often as you like.
MARKETING:
I focused on an influencer marketing strategy when we launched, sending my product out to anyone that would test it and asking only for an authentic review in return. We shipped out 1000 bottles in two months from my house. Since then, we’ve moved to a fulfilment centre and now I work on expanding the brand, developing products, and growing our social following.
FUTURE:
We are working on the packaging to launch a shampoo and conditioner, so we can offer a capsule collection that focuses on hair health. I haven’t taken on a new client in two years, instead, I’m looking to grow my team and business. I do editorial work, manage the salon, and run both businesses. As a woman and mother, it’s difficult to split my time between everything – it’s a lot of sacrifices right now but it’s all worth it!
