We’re excited to introduce you to the always interesting and insightful Alana Agustin . We hope you’ll enjoy our conversation with Alana below.

Alana , appreciate you joining us today. Crazy stuff happening is almost as certain as death and taxes – it’s technically “unexpected” but something unexpected happening is to be expected and so can you share a crazy story with our readers

As a bridal hair and makeup stylist I get to be in the room during days that are high-stress and often emotionally volitile. I get to be the observer of so many moments – from fun to sad to downright crazy.

I once arrived into a bridal suite for a large party (about 22 people,) so there were 3 stylists working. We came in and were greeted by a supermodel-esque partially nude woman and a mostly topless bridal party enjoying some pre-ceremony “special tea.” I am pro and a big advocate for female empowerment, but the “special tea” did present some challenges as it slowed the women’s speech and made their hair and makeup requests increasingly hard to understand. The ladies started to resort to acting out the style they envisioned, and we stylists did our best to deliver on their vision. I can definitely say that was one of my more unique experiences!

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Growing up in the small paniolo town of Kalaheo, Kaua’i, I spent most of my childhood immersed in the rodeo community. I was a tom boy in every way–hated anything girlie and just wanted to do well at sports and school. This led to a lot of teasing by peers due to my crazy curly hair and fairer skin. In high school, my mom wanted me to go to prom…dress and all. I obliged and had my hair and makeup done for the first time, which ended up being a transformative experience. I’d never seen myself as pretty, and in that moment I looked in the mirror and I felt EMPOWERED. I felt better than “pretty,” like I had transformed into a stronger version of myself that could take on the bullies with confidence. It was then that I realized that beauty can be our super power as women. Up until that point, I wanted to be an athletic trainer, but my interests pivoted and I decided to pursue a career in beauty. The thought of being able to empower someone through beauty in just a few hours is what did it for me, and I never looked back.

I set off to accomplish my new goals through an apprenticeship program and started working in a salon. I learned the trade by doing cuts and colors and working on brides for weddings. Splitting my time between salon work and special events make each day feel like an adventure. I still feel so honored to be a part of anyone’s special day as a bridal stylist, and it was through that work that I cultivated my knowledge of product needs. I learned that the amount of products needed to combat the island humidity for my brides, and the pure volume was crazy. My station was covered with products and my brides’ hair was less than touchable. Realizing the pain point, I set out to create a line built to combat Hawaiʻi’s humid weather. It was the environmental stressors on my clients’ hair that drove me to curate my plant-powered hair care line, complete with in-shower treatments as well as a full style line.

This line is changing the way we look at hair care. Yes, there are a million brands out there but the idea that you can have a naturally based product that works and has multiple solutions to hair issues in one bottle is what sets us apart. Our natural UV protectors help preserve color and alleviate hair damage as well.

My approach to my work with clients, male or female, is to help them feel like the best versions of themselves. I often find myself doing very comprehensive consultations where instead of asking “What do you want to do with your hair?” I ask, “How do you want to feel?” This emotional connection helps me meet the clients’ expectations, as the feeling we want to evoke is what the whole process is about. I feel like my direct yet laid back attitude helps me do well in the sometimes chaotic bridal scene. I like to think that I am there to be a friend if you’re eloping, an advocate if you need someone to help you speak up, or a confidante if you need someone to talk to (or get excited with.) I can also be a fly on the wall making everyone cute and not adding to the chaos of a hectic day. I find that my ability to navigate a stressful situation or help to diffuse tension through humor is one of my most cherished attributes from my clients’ perspective.

Let’s talk about resilience next – do you have a story you can share with us?

When I was 28 years old my 49 year old father Adam was diagnosed with pancreatic cancer. As a fire fighter by trade, he lived at the station for most of the week, and as a cowboy for life he lived in a small apartment at his pasture the rest of the time. We decided to move him into our home with myself, my husband Darren, and our 2.5 year old daughter Aaliyah. We adjusted our tiny home to accommodate my father and I took on the responsibility of being his medical liaison.

We traveled to San Francisco for doctor visits and powered through chemo and radiation, and months of illness together. I managed this while working full-time, raising a young daughter, and supporting my husband’s career as a firefighter which included 24hr shifts away from home. We became pregnant with our second child Dakota during the chaos of that first year. The stress was so intense. Being a full-time caregiver with the help of our family was so challenging, but having that special time with my father was priceless. When Dakota was 6 months old, my father underwent what should have been a life-saving surgery which was unfortunately unsuccessful. We traveled back home to Kauaʻi knowing that we only had a few months left together. During this time I had to leave the salon I had worked at for 5 years because of the commitment to my new baby and ailing father. I was able to find a salon closer to home to work out of, but the loss of my tight-knit salon family at that time was a tough blow. In May of 2015 my father passed just one month shy of Dakota’s first birthday and a few months shy of his 51st birthday.

I never in a million years thought that for two years in my 20s I would be watching a parent pass. It was such a challenging time where the things seemed to pile up on top of each other so terribly that I felt I was drowning in bills, emotions and exhaustion. I made it through a very hard two years and that experience helped me realize that I can manage any stress and achieve any goal I set my mind to. Being an advocate for my dad’s health helped me find my own voice and enabled me to feel more confident in who I am and what I have to offer. As a small business owner, this skill is as essential as the ability to roll with the punches and continue to push forward despite the obstacles. I think my dad would be proud.

Can you tell us about what’s worked well for you in terms of growing your clientele?

As a professional stylist I have been able to grow my clientele in the bridal beauty business by communicating with local vendors and venues to get on their vendor lists. I offer a beautiful photo presentation as well as complimentary style session in my package, which helps the vendors feel confident about including my business on their vendor list.

Having a great online presence is a major part of marketing for clients looking to find you online. Having multiple social media accounts and running Google ads helps drive visitors to my site. My outlook is that if they don’t see you they can’t book you. Visibility is key. Once I receive a booking inquiry from a vendor or directly from a client, I am sure to respond ASAP. My attention to their request makes clients feel safe and seen, and I am typically able to secure the job simply by being conscientious in my customer service communication. When I am working in salon for 8-10 hr days or working on location with bridal parties I can’t be on my phone or computer. My solution is to set aside a few hours at the start of my day to make sure that my clients are getting the information they need so that I can book and retain them.

Social media marketing is a huge resource. Once I was more established in my business I found that hiring a pro to help was critical to my success there by boosting visibility and direct sales.

Contact Info:

• Website: www.alanahair.com or www.echelonbeautykauai.com
• Instagram: alanahairkauai, echelonbeautykauai

Image Credits
Bio pic: Marcus Bloss Photography