Over the past couple years, “Hey Boo” culture has taken over the beauty space, especially in the Black community. Women have overwhelmingly flocked to social media to lament about unprofessional nail techs, hairstylists and several professionals in the beauty space regarding last-minute cancellation fees, stringent rules and several other barriers to entry. However, the ladies of Rae Beauty Company have opted to return to the basics of what the Black girl salon experience is and always has been at its core. In doing so, they not only actively combat what permeates the modern-day beauty space, but they’ve managed to create an oasis in Brooklyn.
The goal of Rae Beauty Company was always to serve the community. The company was formerly known as Hair by Rae and founded by Rae in 2017. She started her brand as a travel-only hair service. She told GROWN that before finding the shop’s forever home at 42 Jackson St. in Williamsburg, Brooklyn, she was traveling to homes, home offices and everywhere in between. Eventually, she started working with contractors, including Princess, the salon’s Master Braider & Hair Stylist. Together they found the shop’s first brick-and-mortar store on Rogers Ave. However, as successful as she was, Rae always knew that she eventually wanted to expand beyond hair. In 2024, Oteka Lyons, an esthetician with over 20 years in the skincare industry and owner of Eye on U Beauty joined Rae as the salon’s skincare expert. Shortly thereafter, nail tech Adeelah Heath, owner of Deesigns by Dee, who’s been a licensed cosmetologist since 2022, joined the salon as an independent contractor, thereby helping Rae achieve her dream of diversifying her business.
Together, these women work to make Rae Beauty Company not only a one-stop shop for Black women, but a space for women to have a community and feel pampered. Through their respective business ethos and missions, these three beauty powerhouses ensure that every woman who sits in their chair or lies on their table feels heard, seen and comfortable enough to be their most authentic selves and leave their most confident.
I had the distinct pleasure of sitting down with Rae, Adeelah and Oteka to discuss how they work against the “Hey Boo” culture that is permeating their industry, struggles they’ve faced as Black women entrepreneurs, and how they continue to show up as their most authentic selves despite who’s sitting in their chair.
How do you maintain a safe, luxurious space for your clients individually, not just physically but also mentally and emotionally?
Adeelah: I try to make sure that they’re walking into a really clean space. Not too much clutter going on, so that, mentally, they’re here and just ready to release. I start by getting into what we’re doing for the day, and I don’t ask them too many questions so I can try to allow a few minutes of silence just to let them clear their minds and think about the things that they want to talk about during the appointment. I try to keep it peaceful for each client. I think women all just kind of want to come into a space where they feel safe to release anything they feel like releasing. So fresh smells, clean smells, nice and airy space, some lights.
Rae: Honestly, it starts with me. I know my day-to-day routine, how I like to feel and what I pour into myself, and I really try hard to implement that here. As for client retention, I think that we’re not specifically targeting a certain type of client, but I think that naturally, it filters out negativity. A lot of our clients carry great energy, and they’re just wonderful people. We don’t have negative clients. And if we do, we provide a space for them to be able to talk about what’s going on. Privacy as well. I think that our clients know that when they’re here, whatever they speak about, whatever they bring here, it’s a safe space for them. I also am big on communication, transparency and boundaries.
I’m very diligent on the process of how we book appointments, and a lot of our boundaries are set to keep chaos from happening. So, for example, we don’t have children in the salon if they’re not a part of the appointment. So we really keep it very intimate, like we don’t overbook. There aren’t ever people waiting excessively. We also have an amazing staff! We’re all different in our own ways, but I think that we do a great job individually with catering to our clients’ needs and providing a service that I think just really speaks for itself. Also, I think the physical space being an open space concept really helps. Like, I don’t have a lot of stuff on the wall; everything is just white and open. I think that also is very inviting. A bunch of sunlight and a lot of greenery. There’s a lot of energy in that.
Oteka: Every morning before I start my day with prayer and ask God to use me as a vessel and help guide me through actions & words. I’m very intentional about making every client feel heard & valued. I believe in the old-school salon relationship. You enjoy seeing your friend that makes you look and feel beautiful. My goal is to have my clients feel empowered and joyful as they maneuver through the world.
As Black women-led and-founded businesses, what are some issues that you’ve run into? Racially, financially, etc?
Rae: Luckily here in Williamsburg, I have not encountered any racial instances or any prejudice. But also, the type of person that I am, I think what’s important is that I know who I am and how I show up. I know that I belong here. So the way that I move, the way that I show up in this area, in this space, I don’t tolerate [racism or prejudice]. So, no, I haven’t experienced anything racially. I think maybe some ageism. I think that people don’t understand that a young woman of color on her own can do this, you know? People assume that I have investors or help at 34. I mean, it’s understandable because this is a unique space and it’s in a certain area. But no, I just work my ass off and I do it. So, yeah, I mean, financially, I think it is hard for anyone to open a business. It doesn’t matter your gender, your race. It’s hard in New York to keep a business. You see businesses closed left and right, and I thank God every single day that I can come into this place and it’s still here because I can lose this shit tomorrow. You know what I’m saying? So I am very grateful. Financially, though? I mean, it hasn’t always been easy. especially when you’re doing it on your own. But, you know, you just gotta educate yourself and make sure that you’re making the right call. I have my undergrad degree in business administration, and I’m getting my master’s now, also in business administration. So it’s like, I know what I’m doing because I educated myself prior to doing this.
Oteka: I feel as an entrepreneur we expect financial issues to arise, no one warned me about the emotional & social aspect of this journey. Sometimes you feel insecure or not good enough. You compare your brand or success to another. The more I leaned into my faith my vision, mission and direction became clearer.
Adeelah: As a Black founded and led business, I feel I run into many issues but feeling inadequate is one I’m constantly being met with. Even though I know myself to be very qualified in the work I do, it’s no secret we have to work ten times as hard to even be seen, let alone trusted and included in our industry. I find constantly being met with the stigma of not being adequate due to things like appearance, age, etc has become a prevalent obstacle in the entrepreneurship field for me.
For Black women, our providers are almost like our therapists. How do you three maintain boundaries/take care of yourselves when things get heavy?
Oteka: I pray, listen and try to give myself grace. I understand the nature of my business is such that I must be able to be vulnerable and cultivate an emotionally safe space. That first starts with me setting the tone and the pace [for myself].
Rae: I have a very unique morning routine. And it was not always this way. I think when I first started my company, I lived, breathed, sweat and would die for this place. I gave it 250,000%, and there was no room to take care of myself, and I experienced burnout. I had no time for family, no time for friends, and no time for myself. I was just working 90 plus hours a week. I promised myself that I was never going to do that again, because if I can’t take care of myself, I cannot take care of my clients or my company. So I made a point to get up very early. I get up at six. I am not a five girly; although I try, I think I might have to end up being one, but as of now I get up at six. I either play meditation music or something soft or honestly nothing at all. I spend time with my dog and my cat, stretch and work out. I’ll usually make coffee, tea or breakfast and I’m meditating. I have a long and detailed morning because I know when I step outside, it’s go, go, go.
I pour into myself in the morning because when I get here, I have clients back to back, and sometimes I don’t get to eat. Also therapy once a week and work-life balance. I work three, four days a week, and when I’m not at work, I have a completely different life. That’s what brings me joy. I don’t just live to work anymore. Now I’m like, if I’m gonna do this and enjoy this, I have to make sure that I show up for myself.
Adeelah: I love to just sit with myself after my appointments. I allow my brain to wander off wherever it wants and allow it to get to a point where my brain isn’t full of everyone else’s or the issues of the people that I’ve dealt with for the day. So sitting with myself and trying to revert my thoughts back to my own is really helpful. I also find throwing in a nice spa day a month is always a good help. I try to kind of just recognize what I’m dealing with on my own and keep my client’s issues separate from mine.
In a culture of “hey boo” texts and last-minute appointment cancellations, how do the three of you move away from that culture and maintain professionalism so your clients feel safe to return?
Rae: You know the thing about a lot of the Instagram stylists and the unlicensed girlies is this: we’re all artists. There are some bomb-ass, amazing hairstylists who are not licensed. What they lack is business acumen. I think that the “Hey Boo” culture stems from professionalism not being there because they have not been trained for it. There are different types of hairstylists, right? And there is no shade to anybody. Because we’re all different and we’re all unique. But there are hairstylists who are hair stylists, right? Like, they are amazing at what they do, but they don’t have that experience in business, an educational experience, or the proper training to be able to communicate with their clients. To be able to send text messages, reminder emails, set up a website, and communicate.
I, too, have been like a stylist where I had to reschedule or cancel an appointment, right? Like we’re human, things come up, but I communicate very well. I’ll send a very detailed text message. I’ll call, or I’ll email, and it’s prior to when your appointment is. Now, again, things may happen where it could be last minute, right? Because I can’t control what happens, but I think just transparency and communication. Also, my clients are extremely understanding, and they know that I value my company and I value them. So if I’m rescheduling or canceling, it is because it is necessary and I always, you know, make time to see them or just find ways to rectify the situation.
Adeelah: So the age of “Hey Boo” texts is a really real thing. I try to stay away from spaces like that, and I create an environment that is safe for my clients so they know that they have somewhere that they can rely on. I just allow my business to be first in my life, and I don’t let anything get in the way if I can help it. I don’t let anything get in the way of their bookings or things like that. That way I can avoid things like having to cancel on them. I keep my business first. My clients are always first in my calendar. And it really goes back to keeping health first. So it’s always staying on top of and making sure I get back to myself at the end of the day so that my health is where it needs to be. I just have to make sure I’m good first.
And if a situation does arise, I’m very transparent with my client, so if I need to, I’ll maybe take an extra few minutes and give them the option to, like, push back a few minutes if they want or reschedule. I always leave it up to my clients if something ever does come up. I give them plenty of options. I don’t just make it an end-all-be-all thing because they should be able to rely on me. So, in the event that things do come up, I give them multiple options. I do my best to make sure that I can see multiple people [in a day] or be in a few spaces at once, if I can, so that I’m still making sure I get to my clients and then handling whatever else needs to be handled. That feels empowering to me.
Oteka: Life happens, and we need some grace. I love the connection and transparency I have with my clients, and that goes both ways. In my line of work, it’s imperative that trust is established. It makes it easier to navigate through the service and provide the best experience.
Would you say that your clients are predominantly Black women? How do you retain the integrity and authenticity of your Blackness no matter who’s sitting in your chair?
Oteka: Yes, I would say 90% of my clients are Black women. The foundational concept of my business was created to have a space where Black women can feel faith, valued, honored, and just be without any explanations or expectations.
Adeelah: No actually. I’d say now it’s about pushing 50/50, and it’s a new space for me because most of my life, I want to say maybe five out of the seven years of my career, I’ve been working with predominantly Black women—so it’s a new space for me. That said, though, I don’t think the energy feels different, and I think that has a lot to do with the space they’re walking into. The space that I’ve been able to create really kind of reflects me, essentially. So the races [of my clients] are notwithstanding because at the end of the day, they know this is a Black space.
Rae: Yes. Women of color in general, but Black women in particular, I would say, maybe 92%. And I made my business with women of color in mind. My company has become successful for a multitude of reasons, but the main reason why I am successful as a stylist is because I offer textured extensions, and those textured extensions are for women of color. So it was definitely something that I intentionally did and wanted. I’m very diverse. I would love to take whomever. But this is just what I love. This is what I enjoy. Anyone off the street can come in and ask for extensions, and I got it. I can handle any texture, but I’m a textured stylist. There’s nothing that’s changing or shifting. It just is what it is.
We don’t code switch here. I have clients who are non-Black. And the music is still the music, whatever’s playing. The vibe is still the vibe. Nothing’s changing or shifting. I mean, we’re greeting them the same way, treating them the same way. They’re here for the same things that we’re here for. It’s like, yes, this is a Black-owned business, but there’s no sticker on the front of my salon saying “Black Lives Matter.” I don’t need to voice that. I think that, you know, this is a space for everyone. And I want everyone to feel comfortable.
What is your biggest pet peeve in the beauty industry?
Adeelah: I really think we need to hold on to those older salon environments. I think it’s really important, especially in the beauty industry, to hold on to very important traditional values. Like traditional salon culture. You know when you have all the older women working and all your clients are talking to each other, and someone’s coming in and selling food and clothes and things like that? Just very communal and very intimate. I hate to see that go in the beauty industry. I also think the beauty industry, especially in salons, should stay very tight-knit. I know we want to be really inclusive these days, but [it’s] too open and exploiting. I think it’s really about honoring your clients first. That is a really big way to keep that alive. Making your clients feel safe, not building a bunch of rules and stipulations around what it takes to be serviced by me.
Rae: I had a pet peeve about the pressure to post constantly on social media in order to maintain clients. Now I was putting that pressure on myself because nobody else was like, “You need to post.” But I think that social media, like content, became a job, right? That no one asked for. Except for content creators, of course, but stylists, we didn’t ask for that, you know? Back in the day, we didn’t have to do that. Go on Google, check the reviews, word of mouth, right? Business cards—that’s old-school marketing. And we still do that. We still have that. As a millennial, it’s like, I still have those ways, and I love that, because it still works. But social media is something that I’ve had to really take time to want to do and enjoy. Because there were times I didn’t enjoy it. Therefore, I didn’t do it. I would go months and months and months without posting. Now, my chair was still full. I was still booked, but I knew that I needed to continue making a presence on social media because that’s what the people wanted. And long-term, that helps my company.
Oteka: My biggest pet peeve is a lack of customer service. As a beauty professional, your attitude is your billboard. A customer experience is tied to their emotions. As a service provider, it is your job to provide a positive experience to whomever is in front of you. Part of that service is not just making them look good but making them feel good from the first moment of interaction to when they leave your establishment.
What is some advice you have for Black women who want to start their own business?
Oteka: It’s a spiritual journey. Surround yourself with people who have been where you’re trying to go. Be willing to be flexible with your vision but firm with your objective. Discipline and consistency are your best friends, and failures are your best lessons.
Rae: I would say definitely get a degree, or some sort of training. You can get an associate’s degree, or you can even take it a little bit further, get your bachelor’s, but definitely spend time understanding what it means to start a business. I’ve gotten my bachelor’s [and have] almost finished my master’s. Going into my doctorate. There are things that I would’ve never learned without being in the field, so, yes, you learn from doing and being in it, but being in a classroom, understanding things that nobody’s gonna teach you? That is what’s gonna help you in your tighter spots. So educating yourself, taking classes, taking seminars. And honestly, knowing that it takes a shit ton of work. Even on the days you don’t feel like it, you just have to keep going.
Patience, too. Oh my gosh. Patience, because there’s gonna be weeks and months and years, but you feel like things aren’t moving, and you just, you know, and also trusting yourself and having faith. I think that’s really important to me. Having faith, for sure. Whatever you believe in, but, you know, for me it’s in God.
Adeelah: Go for it! If it’s something that you’re really passionate about, educate yourself in all the areas you can about that business you want to start. You know, we [as Black women] have to be three times as perfect in order to succeed or feel adequate in the entrepreneurial industry. So perfect your craft as best as you can. Get confident in whatever it is you want to do. You have to have confidence as a business owner.
What is your favorite trend in your respective industries?
Rae: K-tips! They are not a trend because they have been around for decades, but right now it’s trending on social because it was not always really available to us as women of color. But now textured extensions exist. So K-tip extensions and curly sew-ins are definitely a fav. Like, kinky curly sew-ins.
Adeelah: Hyperrealistic nails. Nails that look like things that you see out in the real world. Like foods, grass, and stuff like that. Also, bangle nails.
Oteka: I love that more Black women are incorporating sunscreen into their routines.
This interview was edited for length & clarity
