Beauty Launchpad is spotlighting the winners of its Top 20 Salons contest for 2024.
Here, Dominique DiBenedetto introduces us to Aura Hair Co in Boynton Beach, Florida, founded in May 2018.
WEBSITE: https://aurahaircompany.com/
INSTAGRAM: @aurahairco
Q&A:
Beauty Launchpad (BLP): What is the backstory of your salon? What motivated you to start your business?
Dominique DiBenedetto (DD): I think I always wanted to own my own business. When I thought about it when I was kid, I didn't really know what kind. As I matured into my career as a stylist and have been an employee, a booth renter and a suite owner, I naturally morphed into salon owner. I loved being an employee – anywhere I worked, I treated it like my own almost to a fault. As time went on and the industry started shifting, I felt myself not getting the things I needed to be supported to scale. I come from a time of no social media to build, the client information was on lock down and a flexible schedule did not exist. I was almost conditioned to feel guilty to want more and excel. I had to make a move, and at this point, suites were just coming on the map. I took the plunge, opened one and did very well until I hit a cap. I realized I missed the buzz and comradery of the salon. I was lonely in my suite. My clients were struggling to get in, and I needed help. I opened a small 800 sq. ft. space in hopes people would work for me. The motivation and the theory was I wanted to build the salon I needed when I was trying to establish myself. I wanted culture, integrity, transparency, trust and to belong.
BLP: What was the most challenging thing that happened while opening your salon?
DD: The hardest challenge then and still now is realizing leadership is a practice that I have to work on everyday. It's something that is never mastered because it's always changing and we are leading different people. Taking my stylist hat off and putting the owner one on means making sometimes hard decisions. Getting comfortable with being uncomfortable is really how I can sum it up.
BLP: What is the overall aesthetic of your salon? What inspired you when designing the space?
DD: MODERN INDUSTRIAL GLAM, I would say. Black is my favorite color, like many of us stylists right? I wanted black accents everywhere along with white, so the salon stays timeless. Adding the ambient lighting gives it a lux effect, but building for function and efficiency was the goal as well.
BLP: What services do you provide your clients? Are any of these services signature and/or exclusive to your salon?
DD: We provide pretty much all services, from traditional color to more modern services. We also do a lot of extension work. We have curl and texture specialists as well. One of the services that is super special to me is we cater to the hair loss demographic by providing alternative hair options toppers and wigs! As someone who struggles with hair loss myself, this is something that is close to me and has become a niche that me and my team are really getting into.
BLP: What products are used/retailed in your salon? Do you have a personal favorite?
DD: We are a REDKEN salon and carry multiple ranges of the color line and all styling. We do love all their products. We have added K18, and, right now, I think that's the salon’s favorite! 
Aura Hair Co Salon Owner Dominique DiBenedettoCourtesy of Dominique DiBenedetto
BLP: What makes your salon unique and stand out?
DD: OUR TEAM. My salon is nothing without them. I put my people first – My staff knows that, and I think our guests do too.
BLP: What takeaway do you hope clients have after a visit at your salon?
DD: I want our clients to feel valued and get value when they come in. I want them to know when they come in that they will be taken care of, heard and attended to. I want them to have an experience, something they will remember and look forward to.
BLP: What piece of advice would you give to a new salon owner?
DD: My biggest piece of advice to a new salon owner is to not operate in fear, learn to adapt and evolve to what the industry is demanding. That might mean sometimes making some hard calls. Lean into that, and do what's best for your business.
BLP: What’s next for your salon? Do you have any goals for the year?
DD: I have so much going on all the time. It’s hard to lock down that question. But, of course, take the business to new heights and open 6 days a week. I would like to start offering more financial planning and retirement plans for my staff. As for myself, I have some big plans as I will be working on launching a line coming out in the beginning of 2024. Also, I have partnered with REDKEN as an artist, and I can't wait to see where educating with them takes me! I'm ready for the other side of my career.
