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WWD Digital Beauty Forum: Connecting With Glamsquad

The in-house styling service offers the personal touch.

No longer are glam squads reserved for celebrities and the uber wealthy. Professional hairstylists and makeup artists now make house calls for girls on the go, too.

That means women can get professional treatments, like blowouts and makeovers, whenever and wherever they want with Glamsquad. The on-demand styling service travels to the client, moving the experiential into the home.

Amy Shecter, chief executive officer of Glamsquad, said that’s what’s missing from do-it-yourself beauty sessions: the human touch.

“We actually touch our clients every single day,” Shecter said. “We spend 45 minutes to an hour in the home of our consumers, or in their hotel rooms, and we touch them. We touch their hair. We touch their face. We touch their hands. This human-to-human connection is irreplaceable.”

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WWD Digital Beauty Forum: Connecting With
Amy Shecter, ceo of Glamsquad, talks at the WWD Digital Beauty Forum in New York City – Feb. 2018. Kellie Ell / WWD

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The fact that Glamsquad participates in some of its customers’ biggest moments is a “game changer,” Shecter said. Clients can now associate their happy memories, such as weddings and first dates and even the birth of a child, with Glamsquad.

“There was a mom that called us all the way in the delivery room and said, ‘Be here in a few hours,'” Shecter said. “True story.”

Now the company is in growth mode.

Glamsquad's Kelli Bartlett applying makeup
Glamsquad Owen Kolasinski/

In addition to the hair, makeup and nail services available, Glamsquad currently offers Glamsquad styling merchandise, a collection of eight hair products. Prices range from $22 to $34. The ceo said a Glamsquad makeup line will launch later this year.

The method seems foolproof: Glamsquad pros use products on clients in their homes that the customers like, then offer them up for sale at the end of the interaction.

Glamsquad also partnered with CVS last summer to create an express Glamsquad beauty bar inside four CVS locations, two in Florida, one in Connecticut and one in Massachusetts.

“The goal of this is to offer more women access to the opportunity of having a Glamsquad experience,” Shecter said. She added that services at CVS are slightly faster and less expensive than regular Glamsquad services: both under 30 minutes and $40.

Shecter said Glamsquad, which is currently available in cities on the East and West Coasts, will expand to other cities next year and is also looking to expand in other ways, although she didn’t give specifics.

The end goal is to touch more people.

“Everyone talks about the positivity of technology,” Shecter said. “It’s definitely efficient. It’s helping us move faster and it’s very convenient. But what it’s leaving behind is the compassion and the relationship building and the empathy.

“Technology is separating us [but] Glamsquad is bringing us together,” she said.