The Beauty Pro Book Club: 4 Reads to Inspire Growth and Success
Four publications for beauty industry professionals to enhance their leadership skills, financial awareness, professional growth, and joy!
by Anne Moratto
Service Station
Jayna Rust reflects on her experience as a woman going to a men's salon.
by Jayna Rust
April 1, 20063 min to read
LOS ANGELES - Jayna Rust, associate editor - A manicure at a men’s full service salon and spa shouldn’t seem like a formidable task. And it didn’t seem it would be when I suggested gong to Service Station, a new men’s spa in L.A that is modeled after a gas station. It should have been easy; although I’m quite feminine, I’m also quiet aware of my tomboy side.
Why, then, did find myself the night before my appointment self-consciously clipping and filing my own nails? As I filed my last nail I started to think how the tables may be reversed. I wondered how many men nervously and unnecessarily clean their nails before their first trip to a traditional spa or salon.
Still pondering the role reversal, I arrived at Service Station the next day. The few men in the spa didn’t mind me as they paid for service or sat quietly in the stylist’s chairs. The majority of the staff was female, and welcomed me despite the fact that I wasn’t one of their typically 30-to 50-year-old male clients. There were a few apologies for service choices (a broader choice of beers than sodas and no choices for polish colors), but none were unexpected or made me feel out of place.
Quickly glancing around the spa, it was clear everything was male-focused. Retail items were named-brand, but all were men’s lines. The men getting their hair styled or visiting the barber didn’t wear smock but large button-up baseball jerseys. Black, blue, and silver colors dominated the spa’s landscape.
After I walked past the lounge area (which boasts a projector showing sporting events), I settled in and gazed at the race-car themed walls. My nail tech, Alma Dubban, chatted while using male-themed products to give me a service called “hand care.” to market to men, Service Station has created names that are less intimidating for men (i.e. No “pedicures” but “foot care”). Other service option at the spa include hair care, massages, skin maintenance (facials), and waxing. All services are easily identified on the menu, which has been service are easily identified on the menu, which has been pared down for easy choosing - that means hand care and/or foot care are the only menu options for taking care of the appendages.
After my “hand care,” I left the male-focused spa feeling good about my well-groomed hands. Later that night I greeted a couple of girlfriends who asked what scent I was wearing. What? “You kind of smell like a man.” Slightly puzzled, I was sure it had something to do with my earlier “hand care.”
Since then I’ve recommended the place to my guy friends, but I don’t know that I’d ever go again by myself. I’m just not that eager to smell like a man any time soon. But I’m glad I now know why nail services in a “regular” salon or spa may seem scary to men. It was intimidating walking into a place I knew I would be different from everyone else. I feared I may be judged - by the staff or the other clients. I was afraid I would leave with man’s hands. And at the end of the day, I still wanted to feel - and smell - like the woman I am.
Subscribe to Our Newsletter
More Business
Create a Salon Suite That Reflects Your Brand and Delights Your Clients
The most successful salon suites balance personality, function, and comfort. Megan Communale of My Salon Suite shares her best advice for designing a space that supports your business goals and leaves a lasting impression on every guest.
by Anne Moratto
Square's 2026 Local Economy Report Reveals the Neighborhood Network Effect
Square data shows that regular customers tip 11% higher and are shared across 32% of businesses in the same ZIP code, driving thousands of dollars in additional revenue per connection.
Precision, Passion, and the Business of Beauty
When Bowie Lau and Jeffrey Ching opened JBW Jeffrey Ching Salon in 2011, they weren’t just launching another luxury hair destination—they were building a business rooted in passion, artistry, and thoughtful growth.
Sponsored by Amex
The Golden Touch: Luxury Service Helps Drive Loyalty at J Gold Salon
Inside the Systems That Power an Elevated Salon Experience From seamless online booking to a team-first culture, J Gold Salon in Atlanta offers more than great hair—it delivers consistent, high-touch service with the help of partners like Boulevard and American Express.
Sponsored by Amex
How to Build Career Connections in Beauty: Expert Networking Advice from K18’s Sabrina Sanborn
Want to grow your career as a beauty professional? K18 Sales Manager Sabrina Sanborn shares advice on networking, mentorship, and self-advocacy—from attending hair shows to finding the right guidance to reach your goals.
How Can I Minimize Cancellations and No-Shows?
A combination of clear policies, effective communication, and strong client relationships has helped me create a more reliable and efficient booking system.
Nailtorious Iconz Beauty Academy Announces the Rollout of its Professional Product Line
Founded by Cleveland serial entrepreneur Shaura Rodgers, Nailtorious has grown to include a nail supply megastore, training facilities, and retail line for nail techs.
Stylists Share Their Advice for the Post-Holiday Quiet Period
This period after the holidays can bring on a huge lull for hairstylists. We asked Cosmo Prof's team of professionals to offer their best advice on how to deal with the January-February slow period.
10 Housing and Interior Design Trends for 2025
Key highlights include a push toward inclusive spaces for all abilities, an emphasis on maximizing livable square footage, and a continued love for modern farmhouse exteriors.
Prepare for Small Business Saturday® with American Express
The busy holiday season is here, and with it comes jam-packed days, last-minute client requests and booming retail sales. For many salon owners, the highlight of the season is Small Business Saturday® (SBS). This year on Saturday, November 30, consumers can take their shopping into the small businesses in their communities.
Sponsored by Amex
6 Quick Tips for Building Financial Mastery
Want to become savvy about your personal finances, but don't quite know where to start? Anna Manukyan identifies six important concepts for building a strong financial foundation.
Success at the Top: Thriving on Madison Ave.
Salon owner Nuri Yurt had a dream of owning a salon on New York City’s Madison Avenue. "Through perseverance, hard work and stellar customer service, he and partner John Kaygisiz founded Toka Salon in 2007.
Sponsored by Amex
The Salon Today 2024 Technology Solutions Guide
This guide is your one-stop shop for a plethora of technology tools, software and services created to keep your salon or spa thriving.
Where Should My Money Live: An Account Breakdown
Anna Manukyan shares a breakdown of what different types of financial accounts should be used for.
Vagaro’s New AI Features and Communication Tool Pave the Way for a More Efficient, Profitable Business
Vagaro has consistently been at the forefront of salon software technology, helping businesses be more efficient, create more effective communication, and even improve company culture. Now, Connect by Vagaro, the platform’s two-way communication capability, and Vagaro’s new generative AI tools are giving owners new opportunities to grow and expand.
Sponsored by Vagaro
Young Nails Biz Talk: Are You Getting Too Close to Clients?
Young Nails' Greg, Habib, and Tracey discuss whether getting too close to clients can damage your business.