
Rodrick Samuels on The Silent Work, Modern Beauty Education and Why Empathy Wins
MODERN SALON sat down with Samuels to discuss the book, beauty education, mentorship and the habits that help beauty professionals thrive.
From modest beginnings in Japan, to his first job after beauty school serving as Sassoon’s assistant Yosh Toya established himself as a multi-salon owner in San Francisco and has more than 50 years of salon work experience.
I first met Yosh Toya while I was a student at Pivot Point International Academy in Bloomingdale, Illinois. To help develop a strong future for beauty and to inspire cosmetology students, Yosh made a goal of visiting 100 beauty schools in the U.S. (having already visited 100 schools in his native country of Japan) to conduct educational seminars and hands-on demonstrations--and I was lucky enough to be a student at the 100th school on his list.
There is something so warm about Yosh--and his passion for the industry is fascinating, even after all the years and experiences. And there is something so fresh about his approach to cutting hair that I knew he had made a tremendous impact on the students in the seminar, and on me, personally, as well.
“I don’t consider myself particularly talented, but I have learned how to change with time,” Yosh told me when we first met. “In our business, we must learn to change with the season; change is progress, change is our major merchandise. We must be flexible and continuously adapt to what’s new. What we do today is not enough for tomorrow’s clients. Today, we must be better than yesterday; tomorrow, we must be better than today. For us, the most important thing is to learn how to learn. Our future is unlimited with continuous education.”
From his modest beginnings in Kagoshima, Japan, to his first job after beauty school serving as Vidal Sassoon’s assistant (Sassoon’s last assistant while he was working on clients), Yosh established himself as a multi-salon owner in the San Francisco Bay area for 30 years and has more than 50 years of salon work experience.
He has appeared on platforms worldwide and authored three books on his 3-Step Cutting System, including Yosh Toya Hairgraphy—Learn How to Learn, The Yosh Way and Yosh for Hair. A major shear manufacturer created a texturizing shear specifically for him called The Meister. Still, he remains humble, charming and ever approachable; his thirst to learn is equaled only by his talent.

Yosh says his techniques are a marriage through his life experiences and world travels. They're composed of an English foundation, French flair, American practicality and Japanese earnestness. That is, he says, having Sassoon as a base, Jean Louis David's and Horlow's technique of cutting hair with large shears and efficient speed, and countless influences from Maniatis and Bruno Pittini.
YOSH TOYA
1937: Born in Kagoshima Japan
1956: Immigrates to the United States
1962: Begins beauty school
1966: Marries
1967: Moves to NYC, works at Vidal Sassoon Salon
1970: Opens Yosh for Hair in San Francisco
1972: Opens second salon
1973: Introduces Redken to Japan as a guest artist
1978: Opens 3rd salon
1981: Opens 4th salon
1984-2011: Wins countless industry "best of" awards.
1999: Sells his salons.
2003: Publishes The Best of Yosh Toya.
2011: Completes 100th tour of US cosmetology schools and wins PBA's Legends Award.

While Yosh spoke to us that day he visited my school, I found myself writing down nearly everything he said--and as the years have passed, I have gathered many of his quotes and "Yosh Sayings."
The most important thing for a person is not being taught, but learning how to learn.
Designing hair is about feeling, rather that theorizing.
The hair styling profession is one in which, depending on the amount of effort you put in, you can display your potential to its fullest.
I want to continue being a "good learner" forever. That is the key in creating hair styles people enjoy.
For those of us in the beauty industry, the most important thing is inspiration. It'd make me happy if I could inspire even one more person today.
One must always have a spirit prepared to choose good things, without being attached to one's own talent. Once you discover that your talent isn't all that special, wisdom from others just keeps flowing in.
A sponge must be squeezed in order to absorb more water. I think the same goes for people.
Education makes people flexible.
Our work is like that of a surfer. You catch the wave too late and you will be wiped out. Catching it too early will cause the same result. You must always be leading the waves.
As long as you are determined to learn, you can open doors to infitie possibilities.

It wasn't long after meeting Yosh that I began to receive postcards from him and his travels around the world. I have cards from Prague, Japan, Bosnia, Uzbekistan, Alaska, Riga and in his hometown of San Francisco.
In the postcards, he and his wife Diane share their magical adventures, written on the back of postcards featuring their smiling faces.
Yosh taught me to not only see a different way of cutting hair, but to witness the beauty in every experience. This is an incredible world we live in--laugh, play in the leaves, fish with the locals and enjoy every moment.

MODERN SALON sat down with Samuels to discuss the book, beauty education, mentorship and the habits that help beauty professionals thrive.

"The mistake people make is treating AI like a vending machine instead of a personal assistant." Digital marketing expert Scott Moon shares how beauty professionals can use AI while staying authentic

Real-world advice on creativity, consultations, color, burnout, business, boundaries, inclusivity, client care, and career growth from educators and industry experts.

Today's clients are hearing more about longevity, biohacking, inflammation, and healthy aging than ever before. This article explores the science and language behind the skin longevity movement, and what it could mean for client consultations, treatment recommendations, and professional credibility.

Licensed to Thrive, Anna Manukyan's all-in-one beauty career and financial masterclass, is being gifted to professionals who enroll in L'Oreal LEVEL Rewards for a limited time.

From breaking free of external validation to creating joy-based goals, discover a more sustainable and fulfilling path to success.

A full day of education for hairstylists and salon pros focused on pricing, personal branding, client experience, social media, and long-term career growth.

From working backstage at multiple Paris Fashion Week shows to collaborating on four creative collections and expanding her international stage work, Michelle Bowden has had an incredible year of growth. Here, we break down her approach that drove her momentum, offering a framework for stylists looking to elevate their own careers.

This marks Ulta Beauty’s first scholarship partnership with Beauty Changes Lives, building on years of enthusiastic support for the organization and its mission.

Locally owned Great Clips salons offer a wide variety of career opportunities, competitive compensation, supportive salon teams and opportunities to grow your skills, both technically and professionally.
Sponsored by Great Clips

Salon suite consultant Karen Kaminski explains why cheap salon suite rent can destabilize the salon suite business model and why value-based pricing may be a smarter strategy.

These stylists practice hairdresser magic, transforming clients into unicorns, mermaids, rainbows and living works of art.

Keratin Complex is taking education on the road in 2026 with the launch of KC on Tour, a live event series featuring industry icon and salon business coach Tabatha Coffey.

Modern professionalism is evolving beyond hard skills. Technical training is essential but about 85 percent of job success comes from soft skills. In a world where AI and automation are increasing, human connection becomes more valuable, not less.

In his new book "The Creative Mastermind," a writer and creative executive behind brands such as "Top Chef," "Fear Factor," and "Real Housewives," shares his insider knowledge for navigating today's chaotic content landscape.

Personalization is no longer just the cherry on top; it’s the whole sundae. If clients don’t feel like you designed and personalized the experience just for them, they’ll find a salon that does.

Ulta Beauty is always innovating to meet professionals where they are. Amazing transformations happened at The Salon at Ulta Beauty in 2025, and Ulta Beauty artistry and education will be everywhere you want to go in the year ahead. Come see all The Salon at Ulta Beauty has planned for you in 2026!
Sponsored by Ulta Beauty