Salon Spotlight: Louise Frost & Cheryl Snodgrass, CODE Salon

Salon Spotlight: Louise Frost & Cheryl Snodgrass, CODE Salon

If Virtue® had a home away from home, it would be at our partner salons. In each Salon Spotlight, we love sharing with you the spaces of creativity across the country that echo our belief that everyone deserves to have truly healthy hair. If we could bottle the feeling we get when leaving our favorite salons, we would. These spaces are our respites, and their stylists are our cheerleaders.

Co-owner and Stylist Louise Frost & Co-owner Cheryl Snodgrass of CODE Salon in San Francisco, CA, are celebrating their 10th anniversary in business this year. Both industry authorities, Cheryl leads the business side and Louise heads up the artistic side––a complementary partnership for which they credit their success. Here they weigh in on the importance of change and non-conformity, how quarantine has influenced their hobbies, and how they’re adapting (and celebrating!) when it comes to time to reopen.

Q: What insights do you have for the pro community regarding re-openings/navigating the new normal?
Cheryl: There’s a lot of unknown, but I think one of the things allowing us to prepare is that we have a partnership and diversity in our skillset. We’re preparing comprehensively and networking with other salon leaders. Louise has 20 years and I have 30+ years in the industry, so we have a lot of great people to collaborate with and navigate this.

California has been pretty cautious about reopening. We’ll comply with all county, state, and federal regulations as they come out. We had a one-on-one meeting with our team members to get an understanding of their thoughts, questions, and fears, so that we can evaluate how to reenter safely and effectively. We’re going to reopen in phases and edit as we go to improve.

Q: Is there anyone in the industry or beyond that you really admire, or someone who inspired you in your career?
Louise: I’m really inspired by Eugene Souleiman. He’s an incredible stylist and does really kickass fashion week stuff, as well as tons of campaigns. He’s so humble when he teaches. I’d love to go to one of his classes, but he’s rarely in the U.S. I highly recommend following him on Instagram and getting connected. Joseph DiMaggio is also an incredible artist from Brooklyn. I work with him in a group called Shokunin Clik, a team that comes together from across the globe for fashion week in NYC.

Q: If you could spend the day with someone who you consider a “style icon” who would it be? What would you do?
Cheryl: The late Karl Lagerfeld. He passed away this past year and it rocked the fashion world. As the Creative Director for Chanel since 1983, his contribution to the success of the brand was unprecedented; he was a true genius. As he aged, monthly the brand would name the next Creative Director who he would mentor and prepare. My favorite quote of his: “What I love best in life is new starts.” I would love to walk the streets of Paris with him for an afternoon.

Louise: Hands down Vivian Westwood. When she started her fashion house in the 60s, people didn’t understand her. But she really stood by her designs and herself as a designer. In the 70s, she did everything super-edgy for the punk bands of the UK. She was the designer for The Sex Pistols. Everything is pushed to the nth degree with her. I would die and go to heaven to work on one of her fashion shows with her and her crew.

Q: How do you like to stay up to date on the latest trends, techniques, and styles?
Louise: Paying attention to fashion, and thinking about how you dress and look as a human. The word that comes to my mind is “change.” Change is essential in this industry, and if you can’t get on board with that, you’ll get stuck in a time frame.

Cheryl: What comes to mind is: breaking the rules, nonconforming, and bluring the lines. In San Francisco, diversity and individuality is such an anchor––questioning traditional gender roles and how you’re supposed to look. At CODE we always say, “celebrate being human.” It’s at the core of our salon. For us, it’s not about trends, but how we can make our people feel beautiful and confident.

Q: What do you value most about being a Virtue salon?
Cheryl: CODE was the first salon to put Virtue® on shelves. And four years later, it’s the number one choice from our crew and in sales. I also have a long history with Virtue CEO-Founder Melisse Shaban and their Head of Sales, Julianne Lynch-Daniels; I worked with them at Aveda and we stayed friends and industry colleagues. So, first I value my lineage with the founder, and with the ethics of Virtue being steeped in integrity and authenticity. The quality started with the talent from Melisse and it trickles down into the products and brand. The sense of community is becoming so full bodied as more salons open with Virtue, combining ethics, quality, and community.

Q: What’s your personal hair routine?
Louise: When I do wash (which is not often because, for the record, I’m not a natural blonde), I use Full Shampoo and Conditioner, and the Restorative Treatment Mask as needed, maybe every other shampoo. I’m obsessed with the Volumizing Primer for when I’m going for a sleek, flat-ironed look, and use Volumizing Mousse for a beachy look. My style depends on which wash day it is: On a typical non-wash day (I have a short, choppy bob right now), I brush it out, use Lifting Powder at the root, Refresh Dry Shampoo if I need it, and Healing Oil if I need shine on the ends. One of my other favorite products is the Split End Serum if I need heat protection; it’s great for dehydrated bits.

Cheryl: I’m more of a creature of habit. I don’t change things up very much. I love Full Shampoo and Conditioner. I use the Restorative Treatment Mask once a month. I’m a wash and wear girl. While my hair is wet, I scrunch in a curl-enhancing cream. I use Moisture-Defining Whip to bring out my texture every day. Then I walk to the salon and let it naturally dry; it gives me loose, free, flowing curls. Once it's dry, I love using the Lifting Powder at the roots. It makes my hair look loose and unkept. I love Healing Oilon day-two-or-three hair. Free flowin’!

Q: What other things are you passionate about that aren’t hair related?
Louise: Music is a big one for me. I think we all miss travel. I feel like I need to get out of the country once a year; it’s been a little too long now.

Cheryl: It’s interesting what passions are standing out during quarantine. I love all kinds of travel: rural, urban, it doesn’t matter. I love how it provides a great raw perspective to keep the mind open. Also, I feel so fortunate to have such deep friendships. And physical things like hiking and cycling that keep the endorphins going and keep me as healthy as possible. It’s been interesting to learn to use my body and the concrete jungle as my gym during quarantine.

Q: What’s next for CODE?
Cheryl: Maintaining our leadership role in the industry, especially as we reopen. While our doors have been closed from COVID-19, we’ve focused on marketing and engagement with our community to ensure momentum when we open the doors. This year marks 10 years for CODE and we’re proud of this achievement in such a dynamic industry. We’ve got our eyes set on a bright future!

Stylist SpotlightsStylist Spotlights
2020-06-11 20:32:00 0 viewed