Toronto salon is changing what it means to be in the beauty business

When Loriebelle Nestor first left Yorkville salons to open HAIRLOVE in Toronto, she wanted to create a space that felt less intimidating and more connected to the people around it. Nearly a decade later, her salon is as much about community programs and charitable initiatives as it is about hair.

Nestor, who grew up in Winnipeg in a large Filipino family, first came to Toronto in 2006. She initially worked in high-end salons in Yorkville, which gave her valuable experience in a competitive industry, but didn't reflect what she envisioned long-term.

"As much as it was a great starting point because there were so many salons there, I felt like I needed to create something more fit for us, the culture," she told blogTO.

Her husband, Nicholas, who comes from a Haitian and French-Canadian background, was active in the music industry at the time, and shared that same vision. Together, they imagined a space that blended their diverse backgrounds, their love of art and music, and their family-first approach.

While HAIRLOVE initially began as a passion project, it quickly grew into a business with a distinct identity. Nestor also went on to serve as a hair expert on the daytime television program, The Marilyn Denis Show.

"We wanted to create a salon that's not only a high-level boutique, but very family-friendly and represents culture, community, and art," Nestor explained. It was also about reshaping the way the beauty industry was perceived.

"I don’t see it as the beauty industry, I see it as the personal care industry. It's about self-care, wellness, and connection. It's how people feel when they leave," she added.

That approach quickly helped the salon expand from a two-person operation to a team of about 15, representing multiple nationalities and hair specialities. Their clientele now spans generations and backgrounds, with some clients travelling across the GTA for appointments at the Danforth Avenue business. 

"What we do is make people feel their best; it's like their personal therapist. The minute you come into HAIRLOVE, you feel seen and safe," Nestor told blogTO. "It's so grounding... the connections that we make as hairstylists are such an intimate exchange because we're part of hearing your story."

Inclusivity has been a priority from the very beginning, she says, as the salon works with every hair type and takes steps to make sure clients feel comfortable regardless of their background.

"We're right by a mosque and have women with hijabs coming in, so we make sure the space accommodates their privacy," she said. "We have clients in wheelchairs who've told me that some [places] won't even let them in. Everybody in every walk of life and lifestyle needs to feel taken care of."

As part of its emphasis on care, HAIRLOVE has built partnerships with organizations across the city, often giving extra time and resources to causes that go well beyond hairstyling.

Each month, a portion of their profits goes directly to community projects, and they're actively involved with cultural initiatives like Rise Tribe, which supports young Filipinx-Canadian leaders through network and career acceleration, as well as non-profit organization Pinay Tayo.

For the past three years, they've also partnered with Look Good Feel Better, an organization that helps restore confidence for people undergoing cancer treatment.

One of the salon's most impactful efforts happens every winter in partnership with the Out of the Cold Foundation, an interfaith program that provides shelter, meals and clothing to people experiencing homelessness. From November to March, HAIRLOVE stylists volunteer to give free haircuts to anyone who needs them through the foundation.

"You're giving people their dignity. I'm very proud of my team because this is something that's volunteered, it's not paid, I ask them to do it from the kindness of their heart. The feeling that we get after is priceless," Nestor tells. blogTO.

The salon has also formed sustainable partnerships, including one with Green Circle Salons, to help recycle nearly 95 per cent of the waste that a hair salon typically accumulates. 

Perhaps one of their most notable partnerships is with the Raptors North Side Crew dancers and the Toronto Argos dancers. "We're a sports family, we're a dance family, so the alignment of that partnership was incredible. MLSE is such a huge organization, and they've been so supportive of us," she continued.

However, the salon has faced its share of setbacks, like all other small businesses, especially during the pandemic. 

"When COVID hit, Nick and I did this video explaining the hardships as a small business owner," Nestor told us, explaining that under social distancing restrictions, salons were deemed non-essential, even as many male-dominated trades remained open.

The video, which candidly highlighted the unique difficulties faced by female and minority business owners in the personal care industry, went viral, drawing support from people across the country.

"Being a female-owned Filipino business owner, we fought to stay open," Nestor says. "[The video] created such an amazing, overwhelming impact on people that I still have never met. But what's amazing is that because we voiced our struggles, so many people came to help in so many ways."

Despite these obstacles, she says that the salon's mission and message have never wavered. 

"What HAIRLOVE stands behind is truly a representation of culture, community, art, family, and values. It's priceless to be a part of healing and making people feel their best," she explained. 

"That is what self-care is to me." 

HAIRLOVE Studio is located at 1000 Danforth Ave.