Zsuzsi Evans, cofounder and creative director of Joli Beauty Bar, a freestanding on demand salon opening in Soho early summer, claims that the term ‘approachable’ is key to her company’s business model.
“There are two things wrong with makeup counters,” said Evans. “Makeup artists can only use the stuff they have to sell and the sales associate’s attention isn’t 100 percent on you.”
With her business partner, Meg Black, who is a makeup artist and hairdresser, the two set out to create a makeup and hair studio where consumers can receive customized application in a comfortable and inviting setting.
Services are priced from $40 for a blowout up to $150 for makeup and hair. While the founders are still finalizing the location, they are planning to open in the SoHo area in New York City with a six-chair, art deco-designed space. The interior will be composed of periwinkle blue and is meant to resemble a French cafe.
Meanwhile, Joli Beauty Bar will sell a variety of color cosmetic brands including Shien, an all-natural makeup line only available online.
“We want to represent cosmetic companies in our shop that you can’t necessarily buy at Sephora, Bloomingdale’s or Macy’s,” noted Evans. “We want to represent brands that have very little exposure.”
Evans added that she believes the stores busiest time will be after work.
“We really want to create a place where women can go and get consistent wonderful service, one-on-one tutorials and get a personalized look,” said Evans. “It’s really about making people comfortable with getting their makeup done.”