Chaz Dean has spent more than three decades building a career in and outside of the salon. A celebrity hairstylist, salon owner, educator, and founder of WEN Hair & Body Care, Dean also developed a loyal clientele as a working stylist learning the same lessons every beauty professional faces: how to attract clients, recover from setbacks, stay creatively inspired, and build a career that lasts.

We asked Dean to share the advice he believes has made the biggest difference in his own journey.

MODERN SALON: Many beauty professionals are focused on growing their clientele. Looking back to when you were first building your business, what is the single most important lesson you learned about attracting and retaining clients?

Chaz Dean: When I was first building my business, I learned the importance of finding your niche and understanding the type of stylist you want to be. Early on, my passion was color and cutting hair. I also knew I wasn't interested in quick fixes or creating dependency. My focus was always on longevity, creating hair color that lasts, cuts that grow out beautifully, and looks that clients can maintain and enjoy for as long as they choose.

Many professionals try to make clients dependent on them, however I took the opposite approach. I wanted my clients to feel confident and empowered, not reliant. By giving them freedom and educating them on how to care for their hair, I built trust. Clients kept coming back because they trusted my expertise, not because they felt they had no other option. That trust became the foundation of lasting client relationships.

MODERN SALON: Every successful career includes setbacks and disappointments. How have you handled rejection or difficult periods in your career, and what advice would you give beauty professionals facing challenges today?

Chaz Dean: One of the biggest challenges I faced was when I stopped using traditional shampoo in 1993 and began developing what would eventually become cleansing conditioner. People thought I was crazy. The common belief was that shampoo was essential, and many couldn't understand why I wanted to do something different.

Even though I was still figuring it out myself, I didn't listen to the naysayers. I believed I was onto something new, unique, and better, and I never turned my back on that vision. I kept moving forward.

My advice to beauty professionals today is to stand firmly in your convictions. If you truly believe in your vision, don't allow people who don't understand it to discourage you. Not everyone will see what you see, and that's okay. Stay committed to your purpose and keep pushing forward.

MODERN SALON: After decades in the beauty industry, how do you continue to stay inspired, creative, and passionate about your work?

Chaz Dean: I stay inspired by constantly growing and allowing myself to be influenced by a variety of creative outlets. Fashion, music, film, architecture, nature, and all forms of art inspire me. Being open to those influences helps me to continue creating and evolving.

My garden has also become a major source of inspiration. Since I started it in 2020, it has grown into something truly incredible. Watching nature evolve, from a tiny seedling to thriving fruits, vegetables, and flowers… reminds me to keep evolving and growing in my own life and work. The process is both grounding and motivating.

I've also remained deeply committed to cruelty-free living. Supporting products without animal testing or animal byproducts has always been important to me, and becoming vegan in 2014 further shaped my perspective. That commitment continues to inspire me and fuels my passion for educating others about making more compassionate choices.

MODERN SALON: Loyal clients have been a cornerstone of your success. What are your top tips for building trust, creating lasting relationships, and turning first-time guests into long-term clients?

Chaz Dean: The most important skill is listening. Everything begins with consultation. First, you have to truly listen to what your client wants and understand where they're coming from.

The second step is sharing your professional opinion. Many stylists simply give clients exactly what they ask for. I listen carefully, then explain what I believe would work best for them and why. It's not just about doing the service, it's about educating the client and helping them understand the reasoning behind your recommendations.

When clients feel heard, informed, and confident in your expertise, trust naturally develops. That trust creates a stronger bond and builds long-term loyalty. In my experience, lasting client relationships come from listening, educating, communicating clearly, and consistently delivering results that exceed expectations.

MODERN SALON: You've built a career with remarkable longevity. What habits, mindset shifts, or business practices do you believe help beauty professionals create a successful career that lasts?

Chaz Dean: One of the most important things is to never get too comfortable. Continue evolving, learning, and growing with the times. The beauty industry moves quickly, especially in today's world of social media, so it's important to stay aware of what's happening around you.

That doesn't mean chasing every trend. I've never been a trend follower. Instead, I pay attention to what's happening, identify what resonates with me, and then interpret it in a way that feels authentic to my own style and vision.

Whether it's social media, fashion, film, art, or culture, stay aware of what's inspiring people. Take the elements that make sense for you and transform them into your own unique expression. That's how you remain relevant while staying true to yourself. When you continue evolving without losing your individuality, you create a career that stands out and lasts.