We caught up with the brilliant and insightful Linda Gatt a few weeks ago and have shared our conversation below.

Linda, thanks for taking the time to share your stories with us today Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

Equo was born from a simple but powerful belief: people feel their best when they feel seen. Our mission is to create a salon experience that goes beyond great hair—it’s about genuine connection, elevated artistry, and a space where both clients and stylists feel respected, inspired, and cared for.

The mission became personal for me after years in this industry where I saw too many salons that were either overly transactional or creatively draining. I didn’t just want to build a business—I wanted to build a place where people love coming to work and where clients feel a sense of ease and trust the moment they walk in.

Equo’s mission is meaningful to me because it reflects how I want to live and lead—with clarity, care, and creativity. It’s not just about hair—it’s about how we treat each other and the kind of legacy we’re building.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Hi! I’m Linda Gattineri, founder of Equo Hair in Del Mar, California. I’ve been in the hair industry for over a decade, and from early on, I knew I wanted to create something different—something more intentional, more elevated, and more human-centered than the traditional salon experience.

I became a hairstylist because I loved the way it could change how someone feels about themselves. It’s not just about the hair—it’s about confidence, energy, and connection. But over time, I saw how chaotic and impersonal the industry could be. Salons often felt either overly corporate or completely unstructured, and I wanted to build something that struck the right balance—creative and professional, calm and inspiring.

Equo was born from that vision. We’re a luxury salon focused on effortless, lived-in color that enhances each client’s natural beauty. But beyond the technical side, what sets us apart is the feeling you get when you’re here. We’ve created an environment that’s thoughtful, warm, and grounded. We believe beauty shouldn’t be rushed or loud—it should feel personal, relaxed, and elevated.

What I’m most proud of is our culture. Our team genuinely respects and supports each other. Our clients feel that, and it creates a ripple effect—they leave not only loving their hair, but feeling more grounded and more seen.

For anyone new to Equo, I’d say this: if you’re looking for beautiful hair and a beautiful experience, you’ll find both here. We’re not about trends or ego—we’re about intention, artistry, and good energy.

What do you think helped you build your reputation within your market?

I think what helped me build a reputation in the market was consistency. I showed up every day with the intention to do really good work—not just technically, but energetically. I care deeply about how people feel when they sit in my chair, and I think that experience stayed with people. Word of mouth has been everything for me.

Beyond that, I was really intentional about building a brand that felt elevated but still warm. From the way we communicate with clients, to how we design the space, to the standards we hold behind the chair—everything at Equo is done with purpose. That level of detail and care stands out, especially in an industry where a lot of businesses are operating on autopilot.

Also, I didn’t try to appeal to everyone. I focused on doing what I do best and doing it really well. That clarity helped me attract clients who aligned with our aesthetic and values, and it built a loyal following over time.

If I had to sum it up: I stayed true to what felt authentic, I didn’t cut corners, and I built relationships—not just a client list.

What’s worked well for you in terms of a source for new clients?

The best source of new clients for me has always been word of mouth. When someone has a great experience at Equo—whether it’s the hair itself, the energy of the space, or how they’re treated—they naturally want to tell their friends. And those referrals tend to be the most aligned, loyal clients because they already trust the vibe.

Social media has also played a huge role, especially Instagram. It’s been a way to not only showcase our work but tell the story behind the brand—our aesthetic, our values, and the overall feeling of Equo. But even with that, it’s often the personal share—someone posting their hair after an appointment or tagging us in a story—that leads to the most new bookings.

What’s worked best is staying focused on the client experience. If you give people something memorable and consistent, they become your best marketing tool.

Contact Info:

• Website: https://Equohair.com
• Instagram: @equohair @hairbylindagatt