Clean Beauty Lab

Paid Social Campaign Creation & Monitoring; Organic Social Media Content; Email Marketing; Lead Generation; Website Design

The Clean Beauty Lab is the new plant-based hair care concept from the owners of a decade-old hair salon in the Flatiron District of Manhattan, New York City. The owners of the salon had a dream of launching a hair care line that would provide consumers with the essentials for achieving healthy hair with safe, non-toxic methods and our team helped bring it into fruition. SLTC partnered with them to achieve this goal.


After operating a successful salon for 10 years, the client wanted to expand their business to an e-commerce model that could reach a broader audience and attract women from all over the nation by selling their products online. The brand started off and operated for over a decade as a boutique, non-toxic, NYC salon called Mauricio Hair and was known for their attentive service, talented stylists and welcoming environment.

Because of this shift in their business model and their expansion into clean beauty, they needed to do two things: 1) deliver their excellent customer experience in the form of a website and 2) build credibility and trust with their new desired demographic—women that care about sustainable beauty.


We worked with the CBL team to communicate the customer-focused and welcoming environment that they are able to offer in-person, online. We leveraged design elements and UX best practices to ensure that product education, trust and credibility were still at the core of the website experience. With the launch of Clean Beauty Lab, the business went from being a small neighborhood hair salon to a prestige brand that embodies luxury, artfulness and authenticity—values that were true to their core and appealed to upscale customers nationwide.