Color Without Compromise: Blondes Shine with Goldwell LightDimensions SilkLift Strong and Colorance
Are your blondes feeling blah? Give ’em a lift with LightDimensions SilkLift Strong
Sponsored by Goldwell
Salon Tour: Aveda Men's Grooming Shop
Aveda’s new men’s concept shop in St. Petersburg, Florida, fosters effi ciency, community and spa-inspired services.
Lauren Quick・Contributor
Angelica Glass
1/6
2 min to read
It’s no secret many male clients are more comfortable in a barbershop setting than in a traditional salon, which is whyAveda has introduced itsAveda Men’s Grooming Shop. The shop MODERN toured in St. Petersburg, Florida, was an expansion to an existing salon space—but separate, with its own entrance. The concept can be utilized as a freestanding destination as well.
The shop offers a space designed exclusively for men’s grooming and maintenance, and it’s infused with the Aveda touch, figuratively and literally. The St. Petersburg location is the first of its kind in North America and was launched by Tom Petrillo, CEO of The Salon People. The space encourages what Petrillo, Aveda VP Global Education Kevin Molin and Aveda artist Kurt Kueffner found men wanted most in a grooming space—community, efficiency and an experience.
“We interviewed 15 men who made more than $1 million a year,” Petrillo says. “None wanted to go to a salon, but they liked the experience.”
Petrillo says that they found traditional cosmetology doesn’t always work in a barbershop; many men expect technical work to be done in 15 minutes or less. Men want a community environment, Petrillo says, and the space caters to that by having a long, raised bench that is just behind the service chairs.
“If you’re going to create community, then the people in the shop need to know each other,” Petrillo says. Which is where the shop’s SalonBiz app comes in.
iPad kiosks at the front and back of the salon allow clients to check in, look at wait time and see which stylists are available. Once checked in, clients can monitor their place in line and receive a text when it’s time for their appointment.
Additionally, skincare is becoming increasingly important to men, according to Kueffner.
“From the very top, we put Aveda’s DNA in what we do,” Kueffner says. “We do a skincare treatment that’s brilliant. Most professional men don’t know how to wash their face. They don’t know how to cleanse, to tone, to moisturize.”
Lastly, stylists at the shop are equipped with scalp cameras that magnify the scalp 2,000 times so they can make service and product prescriptions—whether the scalp is dry, irritated, oily, thinning, normal or some combination of those.
“We saw an opportunity to take a trend that’s happening in the industry and make it more Aveda,” Molin says.
With shops in London, Madrid, Tokyo and Berlin and plans to open 25 in 2017, it’s safe to say men’s grooming is becoming more Aveda in a big way.
Salon stats: Aveda Men's Grooming Shop
St. Petersburg, Florida
Square footage: 650
Stations: Four
Retail & color: Aveda
Subscribe to Our Newsletter
More Style
Mane Origin Makes Global Debut Backstage with Richard Phillipart at KidSuper SS27
Renowned international session stylist, Richard Phillipart chooses sustainable styling brand to create 48 unique looks celebrating natural texture and individuality.
by Staff
milk_shake Introduces everlasting bonds: Feel the Care Beyond Repair
milk_shake everlasting bonds, the new professional bond repair system, is formulated to rebuild the hair’s structure while delivering softness, shine and effortless manageability.
by Staff
STMNT Grooming Expands into Shave Care
STMNT Grooming Goods is expanding into the shave care category with three new additions to its lineup.
Moroccanoil Introduces Sculpting Pomade and a Newly Unified Styling Trio
The launch of Moroccanoil's Sculpting Pomade highlights a renewed focus on styling within the brand’s iconic haircare lineup, advancing the category with elevated formulas, refreshed packaging, and a clearly defined trio of styling essentials.
Curl Cult Launches Community Investment Round, Inviting Stylists and Clients to Become Owners
Curl Cult founder Janine Jarman, a hairstylist, salon owner, educator, and product creator, is opening a community investment round that gives hairdressers and clients the opportunity to own a stake in the company they helped grow.
by Staff
Structured Texture: Runway Shapes, Real-World Textures
With Structured Texture: Runway Shapes, Real-World Textures, Monae Everett wanted to bridge the gap between high-fashion hair and the real textures stylists work with every day.
by Staff
Sparkle Hair Extensions Salons’ Provide Creative Add-On Service
Bee Sam’s VanStrands blend shimmer, color, and customization into a trend-forward enhancement designed for modern salon clients.
by Staff
NEW from amika: Perk Up Guava Granita Dry Shampoo
Perk Up Guava Granita Dry Shampoo is a juicy new launch from amika that puts a tropical twist on their bestselling dry shampoo with notes of guava, banana and vanilla inspired by sunshine, smoothies, and vacation energy in a bottle.
Rise and SHINE with Aluram
Shine Time: Aluram’s High Shine Line Delivers Moisture and Shine with Clean Ingredients
Sponsored by Aluram
Tracey Hughes & Rita Perner on Exo-Grow, Hair Loss Education, and Building Community
After a nationwide roadshow, DermapenWorld leaders share their biggest insights on the growing demand for hair loss solutions, and why education, empathy, and community are driving the conversation.
by Anne Moratto
Smooth, Sculpt, Shine: Introducing the Oribe Supershine Smoothing Wax Stick
Oribe introduces an essential new addition to its iconic styling collection: Supershine Smoothing Wax Stick, designed for seamless styling.
Head Spa & Scalp Detox Mastery: A Seasoned Stylist’s Perspective
The Paul Labrecque Salon salon is finding success --for stylists and clients, alike--offering scalp care and specialized treatments. MODERN spoke to Moine about how this focus meets an important need and drives client loyalty.
The Pixie Cut: A Short Style with a Long Black History
Before the pixie cut became a Hollywood symbol of modern femininity, it was already living, breathing, and evolving in Black culture. Texture expert and Moroccanoil Global Color Ambassador Greg Gilmore gives us an overview of the iconic Black women who popularized the pixie over the past century.
The 2026 Vamp Romantic Trend
Romantic goth hairstyles are trending for 2026, and these Sebastian Professional artists have long anticipated the look.
by Anne Moratto
Meet Wella's New SmoothFiller Service
Less frizz. No restrictions. Up to 3 months of smooth. Wella Professionals' SmoothFiller is the smoothing service your clients (and your revenue) have been waiting for.
Sponsored by Wella
Sabrina Carpenter Dons a Retro Flip-Bob for Her 2026 Grammys Performance
For her performance at the 2026 Grammys, Sabrina Carpenter wore a voluminous, retro flip bob created by celebrity hairstylist Evanie Frausto using Redken.