Like so many before her, Val Plunk sought to create that which did not exist. Having been primarily focused on extensions and color for 20 years, she had a picture in her mind of the perfect work environment for herself and like-minded artists—but she hadn’t laid eyes on it anywhere but in her own mind’s eye. “I’d describe it as laid-back luxury,” she says of the atmosphere she eventually put into real form at Salt Strands in San Clemente, California, in 2019. “Shocking, I know. I’m telling you, though, ‘laid-back lux’ is a way of life. The reason why this branding works so well is because it’s 100-percent authentic to who I am. It works for an attitude, a service mantra, a hair aesthetic, an interior design direction—the list goes on.”
Like so many before her, Val Plunk sought to create that which did not exist. Having been primarily focused on extensions and color for 20 years, she had a picture in her mind of the perfect work environment for herself and like-minded artists—but she hadn’t laid eyes on it anywhere but in her own mind’s eye. “I’d describe it as laid-back luxury,” she says of the atmosphere she eventually put into real form at Salt Strands in San Clemente, California, in 2019. “Shocking, I know. I’m telling you, though, ‘laid-back lux’ is a way of life. The reason why this branding works so well is because it’s 100-percent authentic to who I am. It works for an attitude, a service mantra, a hair aesthetic, an interior design direction—the list goes on.”
If you visit Salt Strands’ website, Plunk’s marriage of “luxury and chill” comes across in imagery seemingly ripped from the pages of a glossy magazine and messaging gleaned from your cool surfer gal pal who has an in at all of the newest hot spots. (To wit: The home page reads “High-end color and extensions—without the stuffy sh*t.”) “We do photo shoot campaigns a couple of times a year to keep our branding cohesive,” Plunk shares of the imagery on the site. “It’s important if you want to be at the forefront of trends or to be creating them. If you’re using stock photos, it has already been done a million times and is tired. I love the artistic side of branding just as much as I love doing hair.”
Plunk takes that mentality into her salon’s interior design as well. “Everything is custom-made or vintage, aside from the stylist chairs,” she says. “I wanted something that, 1. Not everyone else had and, 2. People couldn’t replicate so easily.” Organic forms, like a wavy wooden coffee table, suggest the ebbs and flows of the San Clemente beaches, while natural materials, like raffia, jute and worn leather, give the salon’s neutral palette of grays, black and beiges a soft glow. “I wanted a space that felt high end, but still comfortable—modern but warm. I feel like my personality is a paradox, so it’s only fitting that my space reflects that,” Plunk asserts.
Because Salt Strands keeps its services niche—it only doles out sun-kissed color and the salon’s own Salt Strands Hair Co. extensions—Plunk sets the bar high for her staff; not surprising, considering Plunk has been teaching the art of extensions for the past five years and even offers a shadow course for stylists to do one-on-one training with her. “Since [extensions and color are] what we do all day every day, the skill set and experience of our stylists is at a really high standard,” she says. “At many salons there is one stylist for color services, another person for extensions, and a third for a cut. Each stylist at Salt Strands does all three components.”
According to Plunk, it seems clients have taken notice. Sure, they like the aesthetic, the delicate-smelling candles, and the complimentary rosé and champagne on hand. “But, I think above all of that, what clients value the most is how they’re treated here at Salt Strands. No one is a number with a dollar sign attached; every client is a human who we value. We’re grateful to have the opportunity to bring some joy and confidence to our client’s day and life,” she says.
Number of Chairs: 6
WHAT’S UNIQUE
No B.S. Branding: Salt Strands’ messaging—like “Imagine if OC vibes and LA grunge had a baby, and that baby had really incredible hair … well, that’s us”—effectively reads like your cool best friend, a major branding win for the salon’s overall “laid-back lux” vibe.
Salt Strands Hair Co.: Clients receive their sun-kissed wefts via the salon’s same-name line of extensions, which Plunk says uses “raw extension hair.” “The tapered ends of our wefts give the most natural-looking results and provide so much movement within the hair. You would never know the client was wearing extensions—which to me, is always the goal,” she says.
Val Plunk’s DO’S + DON’TS of Revamping a Space
DO stay true to you and your own style. To heck with what’s trending; stay in your own creative juices. DON’T try to copy what someone else has already done.
DO work with a designer—if you can afford it. The collaborative results are stunning and will beat most anything you come up with alone. Teamwork makes the dream work in almost every life scenario, right? DON’T rush the process or settle. All good things take time.