Expert Advice

Curly Case Studies: Natural Hair Styles

September 1, 2011 | 12:25 PM

Curly Case Studies: Natural Hair StylesMushiya Tshikuka
Damn Salon, Atlanta, Charlotte, Miami and Montreal


Background: Self-taught, Tshikuka has been styling curly and natural hair for more than a decade, or as she says, “way before it was cool.” The founder and creative director of the Damn Salon also developed all of its signature styles. “Natural hair does not have to be boring,” Tshikuka says. “It can be corporate, high fashion or romantic.”

As natural hair became more mainstream, the salon’s popularity grew as well—Damn Salon began in Montreal and has spread to several locations across North America. Over time, it also evolved from a natural hair salon to a high-fashion experience, which now includes photography studios and The Damn Closet, which are high-end boutiques incorporated into most locations.

How She Markets Her Salon: Thanks to an active social media presence and word of mouth, Damn Salon attracts clients from around the country in search of what Tshikuka describes as “natural hairstyles that are sophisticated.”

Curly Case Studies: Natural Hair StylesThrough her invitation-only salons, product lines, and an upcoming book, Tshikuka has created a brand that encourages women to embrace not only their hair’s natural texture, but also their confidence and authenticity as women as well. Damn Salon’s workshops cover hair and makeup techniques as well as relationship advice and other aspects of life. “We tell things how they are,” explains Tshikuka. “Damn is a lot about being your true self: not giving a damn what other people think.”

Tshikuka has been noted as a marketing genius among the natural hair community. Not only are the salons gushed over by women across the country for their unique twists and family-like atmosphere (they offer their clients lunch and dinner); the exclusivity has gained notoriety as the place to go for a truly special experience.

Related stories:

Curly Case Studies:

The Power of the Deva Cut
Curl Education
Helping Women Transition

Facebook Comments

More from Expert Advice

Your Little Guide for BIG Spring Promotions

April 5, 2017

Do you dread thinking of new ways to reinvent promotions and special occasions? How many times a year can you discount the same service, the same way, without your clients becoming accustomed to a “holiday promotion”? Fortunately, the abundance of springtime holidays and special occasions allows for a variety of fresh ways to delight your customers.

Expert Advice
Expert Advice

Why Professionals SHOULD Sell Retail Products

Maggie Mulhern | February 28, 2017

It has been a problem in our industry for years - retailing. Many salon pros have trouble seeing beyond the artistry and find it difficult to sell products to their clients. In this brief video Cody Fullerton of Living Proof confronts the situation and shares why salon pros should encourage their clients to buy products to maintain their hair between salon visits.

Load More