I just got the vibe that he’s going to listen to what I want.” She flew to L.A. “When I messaged Justin, he was very welcoming. I’m not putting my name on this haircut,’” she said. “When I would go to hairdressers and ask for this type of haircut, they’d be like, ‘No, that’s ugly. While Toves-Vincilione has also amassed 158,000 followers in the past six months on Instagram, he said most of his new clients generally say they found him on TikTok, however. She came across one of his videos searching for “70’s haircut” on Instagram Reels. Those who rise to viral fame are seeing their businesses transform overnight, attracting a flood of young clients traveling cross-country and even internationally to get the perfect viral style.Ĭhicago-based sales engineer Manal Faraz, for example, flew in from Chicago for an appointment with Toves-Vincilione after booking a month out via the Ulta Beauty platform. While the main path to fame as a hairstylist was once through working with a famous client, TikTok is creating a new class of celebrity hairstylists. New clients flocked to the Ulta Beauty location with TikTok videos in hand–he estimates that 50% of his clientele is “brand new, straight from TikTok.” Some of them journeyed significant distances, coming in from not only across the state, but also from Texas, Arizona and Chicago to get haircuts. But after amassing nearly 90,000 followers on TikTok, his schedule filled up for the month. “There was a pretty mild demand, as far as my little Santa Monica store salon location, not a whole lot of traffic,” he said. Before starting his TikTok account, he had days where he had enough time slots open to go home early from work. “I was trying to create stuff for stylists to use, step-by-step education, but it went over extremely well with the consumer, as well,” he said. And then, the bookings started pouring in. In August, one video demonstrating the viral “ butterfly cut” took off, earning over 17 million views. While they were meant to be for fellow hairstylists, they started going viral on the platform. In April this year, L.A.-based hairstylist Justin Toves-Vincilione was working in a Santa Monica Ulta Beauty store salon when he decided to start posting haircut tutorials on TikTok.
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