Salon Spotlight: Novoa Atelier |
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Salon Spotlight: Novoa Salon In Beverly Hills, CA

31 January 2019
photo of styling in novoa atelier

Emily Arata

Senior Editor

Everyone wants to be understood, especially when it comes to their hair. Whether they’re leaving chemical straightening behind and going natural or aiming to finally love their curls, Novoa Atelier is the place to be. The business is founded on the concerns of women with all kinds of hair types—some of whom have never styled their own texture before.

To learn more about this curly girl-haven in the heart of Beverly Hills, keep reading. Those with androgynous haircuts and everything in between will be intrigued.


novoa atelier entry

The Location

If Novoa Atelier seems like a salon that really knows its brand, that’s because it’s the second iteration of the brand. The first business, Novoa Salon, was the brainchild of Carlo Novoa and Tery De La Cruz. The pair quickly discovered what so many entrepreneurs do: Instead of spending their time on clients, they were maintaining the building, guiding guests toward parking, and generally finding their precious workdays consumed by office management.

Instead of giving up the salon business altogether, they made an easier decision: downsize. Today, Novoa Atelier is happily located at Salon Republic suites, enabling Novoa and De La Cruz to focus on the art of hair instead of menial labor.

Because the Atelier is staffed by just two experts, Novoa and De La Cruz cultivate some seriously loyal patrons. The returning clientele and the inherent intimacy of the space enables them to really dig into their clients’ hair histories and deliver results that are visibly impressive.

Don’t make the mistake of thinking a salon suite is less personalizable than a free-standing business, either. De La Cruz and Novoa have toiled to make sure the space is a vibrant, colorful extension of who they are. Clients can’t miss the boisterous cobalt blue accent wall, or the hints of traditional Guatemalan culture woven in throughout the salon.

“The Novoa experience is one of no pretense, where we recognize that our client is our reason for what we do and you’re comfortable to be yourself,” De La Cruz says.

If it takes a content, happy stylist to create beautiful hair, Novoa and De La Cruz are living expressions of the sentiment.


novoa atelier chairs and windows

The Products

If there’s one word that pops up in the Novoa Atelier vocabulary more than any other, it’s “natural.” Because the business specializes in texture journeys, Novoa and De La Cruz love to use products and color techniques that don’t leave hair looking visibly overdone. The salon is stocked with Mizani products, which are designed to cater to a range of curl patterns as well as heat-straightened hair. The brand’s mission exactly lines up with Novoa Atelier’s clientele.  

It isn’t just curls that keep guests coming back to Novoa Atelier, either. The pair pride themselves on the color transformations that happen inside the salon’s doors. De La Cruz hopes all prospective clients hear about the team’s “wide range of color expertise, from [the] most vibrant redheads to the most natural of brunettes, our customized haircuts, and more importantly our customer service.”

The Services

Looking to get your hair done at Novoa Atelier? Color services start at $95, while highlights and balayage start at $150. Blowouts begin at $55 while a haircut will run you $85 or more. If you're interested in specific texture services, expect to pay $95. Straightening services begin at $225.

The Details

Novoa Atelier is located at 8383 Wilshire Blvd #50, Beverly Hills, CA, 90211. To book an appointment, call 323-655-3656. Follow the salon on Facebook and Instagram @novoa_atelier.

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