Stylist Spotlight

A Dozen Questions with @domdomhair About Social Media, Styling and More

by Anne Moratto | September 25, 2018

Dominick Serna @domdomhair is a SoCal native and stylist at Chris McMillan The Salon in Beverly Hills. Serna is known for his cool-girl cuts. Women leave his chair with unstructured waves and organic shapes that look perfectly imperfect. He is also a go-to for advice about how to treat thinning hair (1 out of 4 women will experience hair loss at one time or another*) and how to up your social media profile (he has 428k followers on Instagram, as of today). In this short Q and A, we ask him about both, as well as where he derives inspiration: 

Modern Salon: It can be a sensitive topic but how do you suggest stylists begin the conversation around thinning hair?  What’s a good lead-in or good language to use?

Dominick Serna: It’s good to be straight up and honest from the get-go. Avoid saying 'you’re losing your hair' and focus on using the word 'fuller.' Most importantly, I let them take the lead. If they want to explore treatment, I offer recommendations that I know are going to work (like Rogaine). If they’re not ready to explore treatment (which is okay!) I work with them on specific cuts tailored to create the illusion of fullness.  

MS: What are some cutting techniques that can create the illusion of more volume or of fullness? And what cutting techniques or tools should be avoided?

DS: Heavier lines and concave layers create the illusion of more fullness. Avoid using thinning shears.

MS: What are some product-usage tips you would suggest, especially for styling at home?

DS: Don’t wash your hair as much. Keep it simple, less is always more.

MS: Skilled colorists can create the illusion of depth, etc. with careful placement and shading. How do you collaborate with colorists to help your clients with thinning hair?  

DS: The keys to working well with a colorist are a good consultation and making sure you and the colorist are on the same page to ensure you don’t cut into the depth they created.

MS: What is most gratifying about helping clients with hair loss or thinning hair concerns? 

DS: Seeing my clients’ happiness is always the biggest reward, whether they’re seeing results from effective products and treatments or they’re just happy with a great haircut. I want my clients to feel like they’re in control of their hair’s “destiny” and seeing their happiness when they know they’ve regained control is truly gratifying.

MS: Tips for stylists who are trying to increase their social presence/build their social platforms? What can they do to set themselves apart today, when everyone is trying to “be big” on social media?

DS: Be consistent and post good content. If you want good results, do it like you were going to the gym.

MS: Brand partnership advice for stylists – what is important to consider when deciding to partner with a brand? How to make a partnership beneficial/meaningful for both brand and stylist? Key takeaways based on his experience?


 - Be authentic and work with brands you believe in and can stand by. It’s not just about the money.

- Do your research before you work with a brand. What is the company about? Do they represent something you believe in?

- Collaboration is so important. Work together as a team – teamwork makes the dream work.

MS: How often do you clean-up or curate your feed? 

 DS: I don’t curate my feed, I just post what fits my lifestyle. I never take anything off my Instagram. It’s best to just do your thing on social media.

MS:  Whose work on social really inspires you? Who do you follow?







MS: What Apps do you use for creating IG posts?

DS: VSCO and PicFrame

 MS: Outside of stylists, what artists/musicians/designers do you follow and whose esthetic do you really love?


 @markwahlberg - Inspire to be better!


MS: What do you say to stylists who say they ‘hate’ social media or they ‘don’t’ have the time’ to share and post their work?

 DS: You’re blowing it! It’s free marketing.

 * Statistic from Rogaine

ColorProof’s Jim Markham was part of the celebrity hair scene in Beverly Hills in the late ‘60s...

Jim Markham Goes to “Hollywood”

by Staff

When director Quentin Tarantino’s team needed a hair stylist consultant for his upcoming film, Once Upon a Time in Hollywood, there was one obvious choice: Jim Markham.

Find out why over 400,000 subscribers love our newsletters

Eufora National Trainer Angie Lund believes it’s not only about filling chairs, it’s about...

Five Secrets to Successful Stylist Recruitment

by Staff

Stylist recruitment can be one of the most difficult and ongoing challenges for a leader, because not only do you want to fill chairs in your salon, it’s important to fill them with the best people.


In our video section, watch salon professionals in action, listen to the advice of salon business experts, and tour inside the world’s top salons.

R+Co Has a Dry Shampoo Formula for Every Hair Type and Situation


R+Co Has a Dry Shampoo Formula for Every Hair Type and Situation


In the world of beauty, products come and go, but dry shampoo has certainly stuck its landing. Despite its claim to fame as the answer to day-three (or -four, -five) hair, dry shampoo has also proven its versatility. R+Co is no stranger to the game. The brand has not one, but four different dry shampoos in its arsenal:

Load More