Insider Interviews: Samantha Cusick: Founder, Samantha Cusick London & Stā Studios
Step into the world of Samantha Cusick, the visionary hairstylist behind one of the most sought-after salons in the industry. From her early days mastering her craft to founding a salon that champions creativity and individuality, Samantha shares her inspiring career journey, her favorite go-to products, and the secrets behind achieving those effortlessly chic beach waves.
by Amy Wilson WylesThe Resume
Location: London
Famous For: Creating effortless sun-kissed balayages and cool girl waves.
Clients/Fans Include: Zoe Sugg, Tanya Burr, Melanie C
Years in the Industry: 18
The Backstory
I grew up around hair, my Mum is a hairdresser so you could say ‘I got it from my momma’. The industry has always been the epitome of cool to me, I love the creative aspect of it and the endless career opportunities a trade like hairdressing brings. After declining a space to do a BA degree at uni I enrolled in a free hairdressing course in my home town of Nottingham and I’ve never looked back.
Starting my own salon wasn’t something I thought I would do, it was born out of the need to create a space that wasn’t just about getting your hair done, but about the entire experience for both hairdressers and our clients. I wanted to build a community where clients felt seen, heard, and leave the salon feeling confident and empowered. It wasn’t just about the hair; it’s about creating a vibe and a brand that people wanted to be a part of.
Growing your brand in a competitive industry is all about authenticity and consistency. From day one, I knew I had to stay true to my vision—creating a salon that wasn’t like anything else out there. I focused on building a strong brand identity that reflected my passion for creativity and empowering women through their hair. Social media played a huge role too. By consistently sharing my work, engaging with our audience, and collaborating with like-minded brands, we built a loyal following and client base. Plus, investing in my team was key; their growth and development are just as important as the salon’s.
Social media has been a game-changer for my brand. It’s not just about posting pretty pictures—it’s about telling a story, connecting with people, and showing them what we’re all about. Instagram, in particular, has been huge for us. We use it to showcase our work, share behind-the-scenes moments, and engage with our clients in a way that feels personal. I’ve found that being authentic and staying consistent with our content has been the most effective strategy. It’s all about building that connection and trust with our audience.
Balancing creativity with the business side of running a salon is definitely a juggling act! Creativity is the heart of what we do, but the business side is what keeps the salon thriving. I’ve learned to embrace both aspects by staying organised and surrounding myself with a team that complements my strengths. I make sure to set aside time to let my creativity out—whether it’s experimenting with new techniques or brainstorming fresh ideas for the salon. At the same time, I’m always mindful of the numbers and making sure we’re growing in the right direction.
I think we’re going to see a lot more personalisation and sustainability in the industry. Clients are looking for services and products that are tailored to their individual needs, and they’re becoming more conscious of the environmental impact of their choices. I also think social media will continue to play a huge role, but with a shift towards more authentic, unfiltered content. People want to see real results and real stories, not just polished images. I’m also really excited to see how AI will shape the hair world.
When I opened Stā Studios in 2023, the motivation was to create a space that goes beyond “just a salon”—a place where creativity, education, and community could thrive together. My experience with the Samantha Cusick London salons taught me that there is a real need for a versatile space where professionals in the hair industry can come together, not just to work but to learn, collaborate, and innovate. I wanted to build a salon space that could double as a high end, luxury salon and an educational hub. This space is designed to be flexible, allowing for everything from hands-on training sessions to intimate events and collaborations with other industry professionals. Stā Studios is about pushing boundaries, exploring new ideas, and sharing knowledge. It’s a place where the next generation of stylists and industry leaders can come together to learn, create, and elevate the standard of what’s possible in hair and beauty.
The Advice
My five key tips for achieving your iconic beach wave look, for every hair type:
- Prep is everything. If you want waves to last it starts with the right shampoo and conditioner, my favourite range is Authentic Beauty Concept, they have a shampoo and conditioner to suit every hair type and need. I personally use the replenish collection.
- Don’t forget your heat protection. I like to add heat protection into wet hair so it shield hair from the heat of your hair dryer aswell as styling tools. My go too are: Olaplex No.6 and No.9 as they not only protect from heat they reduce frizz, repair hair and protect against pollution.
- Practise makes perfect. My favourite way to wave hair is with my ghd chromosome styler. With a straightener you can combine multiple techniques without swapping tools to create your perfect beach waves. For that natural beachy vibe, alternate the direction you wrap your hair around the wand. This keeps the waves from looking too uniform and adds that effortless, just-off-the-beach feel
- Once you’ve curled all your sections and let them all cool down flip your head upside down and give it a good shake. This helps break up the waves and adds volume. A spritz of authentic beauty concepts airy texture spray will give you that airy, tousled texture without weighing your hair down.
- Dont forget the finishing products. Keep the shine with a few drops of oil, I like the Redken Oil For All as its super light and add loads of shine.
Tips for Different Hair Types:
– For Fine Hair: Use a lightweight volumising mousse before blow-drying, like Authentic Beauty Concepts Amplify Mousse, to add some lift without making your hair feel heavy.
– For Thick Hair: Apply a smoothing serum, like Olaplex No. 6 Bond Smoother, to keep your waves sleek and frizz-free.
– For Curly Hair: You can still rock beach waves! you can either blowdry your hair out straight and follow the above steps or let your natural curls be and define any pieces using a wand, I like the GHD Soft Curl Wand.
The Kit
- GHD Chronos Stylers: With a pair of straighteners you can create almost any hair style.
- Olaplex: I never colour a clients hair without incorporating olaplex to keep hair strong and healthy even when colouring.
- Authentic Beauty Concept Airy Texture Spray: This is the best dry texture spray I have ever used, it adds hold and that perfect cool girl texture.
- Beauty Works Tape In Extensions: These are a staple in my kit so I can quickly create my clients dream hair, adding thickness and length when ever they need it, even if its just for an event they are so versatile.
- Redken 10 Minute Gels: These colours are a god send on busy days in the salon or if my clients are in a rush or need a root touch up on set to cover unwanted little greys fast!
The Experts
Hair
Hairstylist & Colourist: I am super spoilt as my entire team are INCREDIBLE and I trust each of them completely.
Blow-dry Go-To/Hair Treatment: Currently obsessed with the 90s fluffy bob blowdry / for a hair treatment I am an Olaplex No.3 devote.
Face
Facialist: Teresa Tarmey, in Notting Hill. Her team are amazing and its my go to when my skin looks dull and in need of TLC.
Eyelashes/Brows: Natalie at the Cowshed Spa Primrose Hill and Shoreditch is a miracle worker and has me living my best lash life!
Wellness
Go-To Workout Spot/Exercise Class: I have a Peloton and I’m obsessed with Tunde’s classes!
Body
Manicurist/Pedicurist: Kem Nail Bar in Notting Hill always keep my nails look perfect, which is important for me as I feel as a hairdresser touching people they need to look good.
Masseuse: Wish I had one!
Get In Touch
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