This guide is just a start.  Create your own path and allow yourself to be surprised.  This city will charm and seduce you.   Discover your own gems. I am grateful to have the opportunity to travel here somewhat frequently from Los Angeles.  Nothing excites me more than the sounds of the city and my ability to lose track of time and space.

STAY  Ace Hotel

EAT  The Breslin

DRINK  Nomad Library Bar

DRINK  Mercer Kitchen 

DRINK  Wythe Hotel Rooftop

SHOP  Brooklyn Flee Market

SHOP  The Line

SALON  White Room Brooklyn

EAT  Freemans

MARKET  Eataly 

COFFEE  Stumptown


MUSEUM  9/11 Memorial

SHOP Carven

SHOP  Dover Street Market

EAT  ABC Kitchen



Once a year we take a holiday to Big Sur. My girlfriend Hillary and her best friend Danielle share a kindred spirt for the magical forest that opens into the northern cost of California.  A guided tour of Big Sur with these two is a magical experience.  Each year we go there are new adventures but theses are just a few of them.  Enjoy God's Country

Coffee-Big Sur Bakery

Breakfast- Deetjens

Hike- Julia Pfeiffer Burns State Park

Discover- Garrapata Sate Park

Lunch- Rocky point

Hot Springs- Esalon  

Dine- Sierra Mar

Sleep- Post Ranch Inn




Its always refreshing to be surpreied.To have new discoveries and experiences.  In the world of retail.  The model has been evolving but still in mass, it can globalized and dull.  There are leaders around the globe setting a new pace and The LINE is on of them. Working to tell a story more clearly and captivate the journey of the client.

Based in New York City and founded in 2013, The Line likes to strip down the bare essentials of what they like to call honest goods. This place has the latest finds from emerging names across fashion, home, and beauty. Their honest goods are built to last but never boring. 

I was first introduced to THE APARTMENT while working in NYC. When you first walk in, it is like entering a friends apartment but everything is for purchase. There are no restrictions to things that can touch or open.  I love entertaining friends and sharing objects from my travels that I have curated. Nothing like bringing back some goods from this space. I recommend making an appointment prior to visiting.  




Describe Yourself in 5 Words
I've had too much coffee. 

You're an extremely talened hair stylist who has launched a coveted range of hair care products. How did you get into doing what you do? 
I was studying art in Florence Italy and met an incredible hairdresser that inspired me to learn the craft. 


You're one of the most creative people we know, and certainly inspire us with your point of view. Where do you go for inspiration? 
Generally, I'm inspired by opposing viewpoints. Something that is new to my eye. Likely through traveling and intimacy. I enjoy reading essays and walking flea markets. Above all its music and scent that derive deeper sense of self, leaving one surprised and renewed. 

You travel to a lot of cool places. Where to next?
This weekend I go to New Orleans then San Francisco. 



For my birthday, Hillary surprised me with a lovely day spent at the new Broad Museum in Downtown Los Angeles.  This charitable space is a stunning addition to the Arts and Culture of the community.  You'll experience many intimate design aspects that will lead to points of discovery and inspiration.  The space is a perfect size, allowing you to enjoy it all at a leisured pace.  After your visit check out Otium one of the newest places to dine in the city from chef Timothy Hollingsworth.


The Broad is a new contemporary art museum founded by philanthropists Eli and Edythe Broad on Grand Avenue in downtown Los Angeles. The museum is designed by Diller Scofidio + Renfro in collaboration with Gensler and offers free general admission. The museum is home to the 2,000 works of art in the Broad collection, which is among the most prominent holdings of postwar and contemporary art worldwide. With its innovative “veil-and-vault” concept, the 120,000-square-foot, $140-million building features two floors of gallery space to showcase The Broad’s comprehensive collection and is the headquarters of The Broad Art Foundation’s worldwide lending library.




The ultimate desert escape. The Parker Palm Springs is a place to relax, retreat and indulge.  Recently went for the first time for Hillary's Birthday.  Lovely grounds and formerly the Givenchy  estate.  I recommend enjoying the space.  Breakfast at Norma's. Drinks by the pool.  Keep a slow pace and stay hydrated. 

Built as an estate and designed by Jonathan Adler, the Parker Palm Springs boasts 144 room including 12 villas and a 2 bedroom house on 13 lush acres. There are 3 restaurants - Norma’s (of NY fame), mister parker’s a sexy, dark and seductive French bistro and the Lemonade Stand, perfect for an afternoon bite or cocktail. The Palm Springs Yacht Club spa at over 18,000 sq. feet is well-known and a place to indulge in a treatment, take a yoga class or just lounge. Additionally the hotel has 4 red clay tennis courts and grounds filled with croquet, petanque, outdoor firepits, fountains, hammocks and so much more.




Recently, Hillary and I got back from our belated Honeymoon.  We traveled to Marrakech, Puglia, and Rome. Both of us had been to the Eternal City before and this time we wanted to discovery a path less travelled, but also return to our favorites.  If you've never been to Rome you most certainly need visit all the great historical structures and  landmarks.  However, when you're looking for a place to eat it can overwhelming. Please enjoy a few of these boutique suggestions should you, or love one journey to  ROMA. 

SLEEP Aldrovandi Villa Borghese

CAFE Sant Eustachio Il Cafe


VISIT The Vatican

SPA Acqua Madre

LUNCH Forno Campo De Fiori

GELATERIA Fatamorgana

SHOP Il Bisonte

VISIT Pantheon

SHOP 104 Pandemonium

APERITIF Trattoria Da Cesare 

EAT Salumeria Roscioli

DRINK Salotto42



We are excited to announce our relationship with Sassoon Academy.  All salons that retail REVERIE will now receive 15% OFF Sassoon Academy education.  These images are from our inaugural event VSXR celebrating our partnership.  The hair was done by Traci Sakosits, Vidal Sassoon North American Creative Director for salons and Academies.  The photography is from Artist Matthew Kazarianism.  See you Sassoon!!



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Hair and Photography Garrett Markenson

Make up Javier Mena 

We spent the day in down town Los Angeles with Madeline Follin of the band CULTS. I first saw them live at FYF in 2010. Their self titled album "CULTS" is played at our salon on repeat. Madeline's sweet innocent vocals mix with a motown vibe creates a dream pop sensation. I've been a fan for years now and have been patiently waiting for their latest album, "Offering". We prep for the shoot at the Ace Hotel. I pressed a wave with a flat iron, she has so much hair. I had no idea what I had gotten myself into. I broke up her waves with MARE and RAKE. Then we walked to the historical Bradbury Building. We shot till we got kicked out then went through Central Market.  I can't begin to describe how many eyes were fixed on Madeline as we walked down Broadway. 


Who/What do you miss when your on tour? So much.  My family, friends, bed, home cooked meals...but it is so worth it. I’ve got FaceTime, grocery stores and a pillow/blanket from home to get me through it. 

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What do you enjoy most and why? You know, it honestly changes depending on my mood. I am so lucky to be able to do what I do. There is not much I dislike about any part of it besides missing family and friends. When I am writing I am looking forward to recording, when I am recording I am looking forward to touring, and when I am touring I am excited to get back to writing. I love every part of the process. 

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Congrats on your new album. Tell us about the album artwork. Brian and I decided we wanted the cover to be a photo of someone’s hands reaching towards the sky placed in an “offering” type position. We reached out to my friend Scarlett Connolly, who is an amazing photographer, and went upstate to an indoor softball field and shot the cover. It was very homegrown. My mom and stepdad helped with the art direction and lighting and then Taylor Johnson of Mortis Studio put the whole thing together! 

What is your favorite smell? Coconut. Which is very strange because I actually don’t like the taste of it. The smell reminds me of being at the beach/summer. 

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Spirt animal and why? Everyone in my band insists that my spirit animal is a cat. When I am at home I like to chill and lounge out but if you cross me the claws will come out!

Your hair is beautiful. What are your thoughts on hair? Thank you! I hate cutting it. My hair stylist, Candice Birns, lives in LA so I only cut it when we are in the same city/have enough time on a shoot which is usually about three times a year. Even then I beg her to only take off what is necessary. It’s amazing because she somehow manages to make my hair look like it is longer after the cut. She is the best. I only wash it once a week and usually let it air dry, unless I have something I am dressing up for. If that is the case I blow my hair out which ends up taking me an hour!

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What hair/salon experience? I have never worked in a salon but there was a point in time where I somehow become the go-to person for cutting all my guy friends hair. I feel like I was pretty bad at it but everyone kept coming back for more haircuts (probably because they were free.) At a certain point I had to cut them off. I would get so stressed out and worried before/during the cut that the person was going to hate the way it looked. You have to be fearless to be a hairstylist and I definitely was not. 

Where do you want to here your music being enjoyed? I like listening to music most in the car, so I guess that is where I would like people to enjoy our music. There is nothing better than driving in your car alone and being able to listen to your music at whatever volume you want without interruption. 

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What do you enjoy about REVERIE? I love that it is made for everyone. It is not marketed specifically to men or women. Everyone in my band begs to use my all of my reverie products on tour. I also try to use mostly organic products made with natural ingredients. The shampoo leaves my hair clean without feeling dry and it smells so good I want to bottle it and use it as a perfume. 

Where was your fist kiss? I don’t kiss and tell. 

First Album? The first cassette I ever got was Hanson “MMMBop”. I played that thing until the tape fell out. 


ELISABETH - BORN Taunton Massachusettes, October 1983

TOMMY - April Fool’s Day 1982


ELISABETH - YEARS BEHIND THE CHAIR 17 with a break or two in there

TOMMY - 14!


TOMMY - DAILY ESSENTIALS Coffee, dogs, wife and weights. If I’m near a beach, that too.


ELISABETH - MAGAZINE CRUSH Magazines have always been a huge source of inspiration for me. I was introduced to ID and THE FACE in the early 2000’s by my mentors.  My mind was blown by the fashion and interesting people, the artists, and musicians that filled the pages. At the age of 19 those magazines really expanded my ideas about what creativity could mean. Now I don’t get that same feeling when I pick up magazines. I don’t feel that fresh surge of creativity. I never get the sense that I'm seeing something I've never seen before. I don’t know if it's because I'm old now and have seen a lot, or just a result of the internet constantly feeding us new ideas, and the constant change and movement of what's relevant.  I love The Gentle Woman. The colors, styling, and layout are always perfect and I always like the people and topics they feature. Gather Journal is another good one. They tell amazing visual stories and use food as art in a really unique way.  I'm resisting telling you what kind of Instagram people I follow.  It's just too obvious. I want a better answer, but I don’t have one because it's all on there, and we define ourselves and our interests through it.


TOMMY - More and more, it's looking like Instagram is where I go for inspiration. Not actively, but it's always in my face, so following creative people makes sure I've got beautiful, horrible, amazing, thoughtful, new, old, creative things in front of me throughout the day.

We also get out to Cape Cod throughout the year. Just walking on the beach and watching our dogs run is inspiring. Sometimes inspiration isn’t about taking in information. Sometimes, it’s about letting it all go to give your own ideas some room.


ELISABETH - WHAT WERE YOU DOING BEFORE YOU DID HAIR? I started dying my own hair and my friends' hair in my bathroom at 13.  I was into grunge, then punk, in my early teens and my friends would come over and we would bleach our hair and share our manic panic.  I actually learned a lot about what to do and what to not do with a double process in those days. I also learned that if you put green over red you get brown. Basic color theory, very important.

I had a job the moment I was old enough to work. I wanted to be independent and have my own money.  I also wanted to do something where I could be creative while making money. I come from a very blue collar background, and being an artist or a musician wasn’t going to offer the promise of money, so the obvious choice was hair.  I went to a vocational high school where you learned a trade while getting your degree.  I had my hairdressing license and was doing hair behind the chair by 17.  I quit hair at  24 to move to California and go to school for jewelry design.  I did that full time for four years, but when I moved to New York I got back into hair, because I needed stability and I missed the work. Designing in an office wasn’t satisfying and I missed the independence of my old career.  When I got to New York I saw people painting hair and I was totally re- inspired. I didn’t know what it was or how to do it, but the challenge of learning made me feel like I was starting new.


TOMMY - I majored in History when I was at LSU. My plan was to be a History professor. After 2 years, I felt like I was being too formulaic, so I decided to take a year or two off and see what happened. Nothing happened! It was horrible. Without direction, I was making just enough money to pay bills and just paying the bills to be able to work. One afternoon I was talking to a friend of mine about all of it: how I was depressed, how I didn’t really know what I wanted and how I just needed to finish my degree so that I could have some stability. She made, what I now realize was, a joke and told me I should just go to beauty school. There have been 4 or 5 things in my life that I knew were the right thing, right away, in that moment. When I get that feeling I charge at it with everything I’ve got. I literally applied to beauty school the next day and haven’t stopped since. I never wanted to do hair. I never did hair. And I didn’t even realize it was an option. I can’t honestly remember why it felt so right, but I’m very happy it did.

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ELISABETH - HOW DO YOU BUILD YOUR BRAND? One day at a time.  I think aesthetically is where it began for me. The all-white had a certain feeling, and the name WHITEROOM... I don't know, I could just feel it in my bones.  So we started with how the space would look, the name, how the letters look together, then how the word makes you feel. What do you assume about it? I always had a specific idea about how I wanted the space to feel.  I wanted to stay away from the typical salon vibe. I want clients to feel like they are taking part in something, like an art gallery, where the vibe of the space communicates a feeling.  The products we carry are also an important part of the equation.  We stand behind the products we carry and believe the brands have the same goal we do: to provide the client with the best of what beauty has to offer.  

A brand is a complete package, every detail matters, and it needs to tell a story, create a feeling, have a definite vibe, and offer people something they haven’t experienced.  If you aren’t creating that, then you aren’t a brand. You're a room with filled people providing a service. 

TOMMY - This is such a hard question for me to answer. Starting, and running, a business feels like walking backward in the dark with a flashlight. You can't see where you're going, only where you've been and you have to somehow use that information to make decisions. Metaphors aside, I think just staying authentic and true to yourself is the only way to build anything. It's scary though because things don't always turn out the way you thought, hoped or wanted them to. Authenticity is different for everyone, but you know it when you see it. You find out some things about yourself along the way, so you need to be willing to accept those things or work honestly to change them. We have a lot less control over things than we think. But we can control how hard we work. So, work really fucking hard, all the time. What else is life for, anyway?


ELISABETH - How do you conduct a successful consultation? First, I make sure the client is comfortable and feels taken care of (water, wine etc)

I look them in the eye while they tell me what they want and fully listen to their ideas before communicating my own.  I like visual aids. People have different words they use to describe colors and tones and if you rely solely on words it can lead to confusion later.  It's important to me that my clients know where we are going and how we are going to get there, and if it's going to take more than one sitting. No surprises. This also inspires confidence and lets the client know that you know how to achieve what they are asking for. 

TOMMY - I’ve been at this so long that I can usually just see exactly what I’m going to do the moment someone sits down. Not in an egotistical way. But, you can tell if someone wants to keep their long hair, or if there’s a heavy area that needs some work. That’s not to say that there are surprises, so it’s really a process of talking to make sure we’re both on the same page. Ask people what they don’t want. That can actually be easier for some clients. The whole point is to make things easy for them, right? We are in SERVICE! Making someone feel comfortable is important. Letting them see your confidence. That gives you more wiggle room. 

When I was starting out, I'd sometimes be clueless about a haircut, but I'd just fake it. Hesitation creates fear. Being open to doing something you don't want to do is important if you want to be any good. I like to give people information, but leave most of the decision making to them. You can't expect to have some grand vision for every person that sits in your chair. Sometimes the shit is boring. Be into boring. Get excited about chopping someone's hair off, if that's what they want. Be cool with a tiny trim even if their hair is way too fucking long. Guide people, but don't force them. It's more meaningful for them when they decide.


ELISABETH - Do you say no to your clients? All the time.  People are always asking for unreasonable things they see online, that may be filtered or took 10 sittings to achieve.  Some people have color buildup so icy white blond hair just isn’t in the cards for them this year.  I try to frame my no’s as "managing expectations," and let them know what IS possible. I always have ideas for a compromise. Whether they take them or not is another story. 

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TOMMY - Rarely.  Only if the idea isn’t grounded in reality or the client is missing information. So, if you want to chop your hair off but you have thick, fluffy, curly hair I won’t say no. But, I will let you know that it won’t necessarily look like the photo you showed me. But, I’ll also be super into it because who cares if it doesn’t look perfect! 

There are probably 2 haircuts that will make you look your “best.” And probably one that will make you look awful. Who cares? Are you going to make every client get the haircut that gives them a perfectly oval face like you learned in fucking beauty school? Shit, I hope not. I love when a client comes in, really wanting bangs, but never having had them because “every stylist” has said they “wouldn’t work” or look good, or whatever. I’ll give you those bangs. I’ll give you those bangs right now. And you know what? Sometimes it’s amazing and sometimes it’s not. But, now, the client is in charge of that decision. They should be. You should work together. I’ve worked alongside stylists that refused client requests because the thing the client was asking for wasn’t cool enough for them. Fuck that. Get over yourself. You think you’re an artist? No one cares. Get into it and do the boring shit. You’ll learn something.

TOMMY - Do you have a signature approach? Haha, yeah, moving fast! I’m not a “this is the way this thing is done” kind of guy. I’ll use whatever tool or technique or idea I have to get the result I want and to get it done the fastest. Occam’s Razor all the way.


ELISABETH - Whats in your kit? Solaris bleach, Shades EQ,  Framar color brushes, YS park everything else.

TOMMY - Straight razor and various shears. I don’t do set work so this is all salon stuff. Our apothecary has way too many products to keep at my station all the time, so they rotate. My always products are Sachajuan Leave In, REVERIE MILK, Leonor Greyl Baum de Bois, Christophe Robin Volume Spray with Rose Water, David Mallett Australian Salt Spray for sure. Oh, and I’ve started using REVERIE EVER more lately, but you’d be upset because I use WAY too much. Haha.


ELISABETH - Do you enjoy the work or the end product? I like the work. The end is great, but the problem solving and moving my hands is what's fun for me. 

TOMMY - The work for sure. The result is just the physical manifestation of that. It's the data that guides the process. I very much like rule-based art, like some of Sol Lewitt's stuff. The input is a factor inserted into an equation/process. It generates a result. Change the equation with the same input, change the result. Change the input with the same equation, change the result. You get to see the process, in a way. 

Look at any haircut, you're looking at the result. Try to guess the other two, the input and the process. Was it cut with a razor? How was the weight removed? What were the tools? Was anything over-directed? Was there a clear process, or was it more free form?

I only cut hair (I have a very hard time thinking in color) so maybe that’s all it is. The process and result are both important, since I use one to guide the other, and the other to guide the one, but my focus is totally on the work. If I could just shave heads all day, that’s what I would do.


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ELISABETH - What are your thoughts on our craft industry? My thoughts on our industry have changed over the last few years.  I quit hair for a while because I felt uninspired and stuck.  I think the industry has evolved over the last 7 or 8 years in a great way because of things like Instagram.  It's not just the same 5 names getting all the attention. There are lots of voices out there inspiring and innovating and new ideas are coming out all the time.  

TOMMY - I’m afraid this will sound pretentious, but I don’t think of myself as a hairdresser. I just do hair. I have always hated, and still hate, being called an artist. At best, I’m an artisan. I take what I do seriously, but try to not take myself so seriously. We can take ourselves a little too seriously sometimes. I read an Instagram post from someone who talked about us(hairdressers) changing the world. Seriously. Making the world a better place. Really? I’m all for elevating our craft, but I think we should stay in reality. We make people look and feel better. We also provide a basic service. It doesn’t need to go beyond that. It’s already important, has been for a long time and will continue to be. So, we should just work hard and stop patting ourselves on the back. Silent pride.


ELISABETH - Who do you look to for inspiration on Instagram? @lazymom (its not what you think and if you haven’t you should check it out) @tracisak_hair (personal hair hero since right after beauty school) @sightunseen @totokaelo @milk

TOMMY - @kalen_holloman (Best collages of our generation) @somewheremagazine (Full of images that I wish I’d thought of) @strongmanmotivation (There’s no way this one won’t inspire you) @dltxii (Photography that’s so simple, but taken as a whole is mind blowing) @nilsericson (Photos with great use of contrast and shadow)



ELISABETH - Have you ever felt discouraged in your craft? Omg yes. You can get stuck in the day-in and day-out of seeing clients.  It can start to feel less like a creative field and more like a service job. The reality is, it's both. The days can be long and I think the future can look tough. Once you are booked solid 5 days a week, what's next?  That is still a question I want to help answer for my employees. How do you stay inspired and keep moving forward?  You have to be a self-starter in that way. This job is what you make it and you need to keep ideas flowing to create the career you want. It's not always easy. 

TOMMY - Absolutely. Like I said, I never thought of myself as a hairdresser and it was never even a goal of mine. It just kind of happened, I was good at it and the money was good. So, 5,6,7 years went by and I realized I hadn't finished college and had wasted some hypothetical potential. So, I guess my discouragement wasn't about the craft itself, but more just about myself. I think that's where a lot of discouragement can come from: focusing on what-ifs. 

In the beginning, hair is super fun. It's all so new. But, if you're good, you get busy. And when that happens, things start to mechanize, in a way. There was a good 6-year stretch that I was doing over 2,000 cuts a year. I don't know. How much can be new in that scenario? You're grateful for the work, but things just repeat themselves. It's just a hump you have to get over, I think.

I basically just described everyone’s 20’s. Jesus.


ELISABETH - How do you stay golden? Excercise. Getting to a beach whenever I can. Loving my 2 dog friends. Trying to keep my mind moving forward instead of constantly looking back.  Reminding myself it's only a moment in time.  

TOMMY - Ha! I don’t! Shit sucks sometimes. Sometimes, it all fucking sucks at once. But, I’m just old enough(finally) to know that a good night’s sleep will clear most of it up. The future seems more real to me now too, so I’m a little more careful with the present than I used to be. Also, exercise.


Our latest collaboration is with artist Nika AKA ZOLA JESUS.  I've been a fan of her music and esthetic and to be able to create art with someone you admire is a dream.  I was surprised to connect with Nika and discover how approachable she is.  I admire her commitment to her craft and fans.  We worked with stylist Jenni Hensler ( Zola Jesus and Chelsea Wolfe's go to girl) to create a look that was authentic to her.  Rick Owens and Maison Margiela from Maxfields LA. The look was quiet and strong.  Nika's makeup was clean. Focusing on her eyes. Javier's signature dewy skin was the editorial touch to create a dreamy texture.  For her hair I prepped with MILK and hand dried it.  I waved her hair with a flat iron using several techniques to produce a worn dark wave.  I finished with a entire bottle of EVER to create a wet look texture for movement and a high gloss shine. Our photographer Nico Turner of Cat Power took us to the hills of hollywood up Beachwood Canyon. A fitting landscape for Nika.  The day was quick and followed with some wonderful conversation and cocktails at Cafe Stella in Silverlake. Enjoy.

As ever,

Garrett Markenson  

Photography Nico Turner

Hair Garrett Markenson

Wardrobe//Creative Direction Jenni Hensler

Make up Javier Mena

Assistant Joi Webb



Do you miss when your away from home? My husband, my cat, and my family. The quietness of the land and of course my bed. It’s hard to be on tour so much and miss out on the lives of everyone you love. Home is where I reset and become weightless.


First song you wrote? One of the first songs I wrote as Zola Jesus was called “Little Girl”. I’ve written many songs before that but they never had titles. It wasn’t until I learned how to record music that I started taking seriously the idea of writing down my music. 

Your spirt animal? Grey wolf… I have a lot of respect for wolves and their independence. They’re also incredibly loyal to their pack. 

Your favorite smell? Smoke! Burning wood. One of my favorite things about REVERIE is the smell.  Never change it! Not sure why other hair cares lines choose to make there scents after fake fruit.

Are your thoughts on hair? I've always struggled with my hair. From platinum blonde to black.  On styling I keep it natural. My go to is EVER + MILK on wet hair.  For more texture and volume I'll add MARE. I love long hair. It suits me. I love to whip it around and shake it, and I love that I can cover myself and hide from the world if I need to.


Is your favorite part about touring? Getting to see the world and connect with the people who listen to my music. It’s one of the most direct experiences of being a musician. The culture and language inspire me and connecting with my fans. Learning of the impact of my music in peoples lives.

Do you feel like when your creating music? Masochistic, unfortunately. It’s usually a very introspective and difficult process, filled with self-criticism. But I’ve been trying to become more open… the most important thing about creating is shutting your brain off enough so it doesn’t get in the way of making something honest and pure.


Did you know you want to pursue music for your career? My whole life, strangely. Ever since I was young I was obsessed with music, constantly singing. I was told it wasn’t a practical career and was often dissuaded from pursuing music outside of just a hobby. But I didn’t listen, ha. Being a musician is the only job I haven’t been fired from.

They first time you heard your music playing in public? I remember walking into a bar in Chicago and they were projecting my music video for Clay Bodies on a wall. Very surreal experience.

They last time you felt discouraged? Ugh, every day. I have to actively fight against my own self-destructive thoughts. It’s hard. I tell myself to step back - nothing matters.  I take what I do seriously but it's subjective.



Do you get your inspiration for your art direction? From all over. Mostly, it comes from how I digest the environment around me. Sometimes I’ll find some art, or a building, or a book, that feels like it was born inside my own mind. And other times I piece feelings and ideas together to create something that accurately makes sense of all the different parts of what inspires me.

Is your place to travel? I love Eastern Europe. It is a home away from home. I love the smell of the air, the birch trees, the food. When I’m traveling in places like Czech Republic, Slovenia, Poland, or Russia, I feel as if I’m in my own back yard. It’s a strange feeling.

Would you like to hear your music being played? Antartica

The last place you felt inspired? I was standing alongside a riverbed in a small village in Slovakia early in the morning, there was a man fishing near me. It was very peaceful, and I felt like I could be alive in any century. Timeless, and inspiring. 



Born 09/11/1990 ~ Virgo Sun / Libra Rising /  Gemini Moon ~ 

Years behind the chair I graduated cosmetology school in 2008, so technically 9 years. If we're talking "committed" I'd say 6.5. 

Daily essentials 10 minutes (at least) of alone time, a green smoothie, music, a yoga class if I can get to one. Also, cheese fries? 

Magazine crush HEROINE & DAZED are my current crushes. The layouts are amazing! 

How did you get into hair? It's a story of jealousy, really. My sisters all have naturally red hair, and I don't. I wanted it - so my mom let me color my hair at home, which birthed this insane creature of change. I don't think I've kept the same hair "style" for more than a year. It's always been hair for me -- I wanted to go to school to teach music or English, but here I am. 

How do you build your brand? Truthfully? Trial and error. I know who I am, but I'm always trying to calculate how to use that to best reach people. It's not easy being the odd person out, but it is easy knowing that I don't necessarily need to change who I am. I thrive on marketing myself to the people that are just a pinch out of the ordinary. 

How do you conduct a successful consultation? LISTENING. Giving honest feedback. Patience. The things that new clients frequently tell me in the consultation is that their former stylist "was too safe" or they "stopped listening." I'm always trying to change the way I approach the haircut. What works? What doesn't work? What do you like? What do you HATE? Sometimes, listening to what people DISLIKE and working backwards from there creates a better result. 

Do you say no to your clients? Absolutely. If they're not going to take care of the haircut, or they don't have the texture (density, etc.) for it, I'm real with them. I will however, work my damnedest to find something alternately that works.

Do you have a signature approach with your technique? I try very hard to (realistically) push boundaries with my clients. Something as clean and simple as a fade, to something even more complex - it doesn't matter, I want to help them take it to the limit...and then farther. 


Whats in your kit? BMAC scissors, Elchim dryer, Denman 7 row brush, Vess flat brush,  white Cesibon combs...MILK (duh). I usually don't stray very far from MARE, either. 

Do you enjoy the work or the end product? If I'm being honest, the work. I know it sounds so cliche --  but is there ever really an end product? 

What are your thoughts on our craft industry? More than could fit into a one page interview! As a CRAFT, I think that there needs to be a harder push in the direction of true "craftsmanship." It is our responsibility to hold one another accountable for raising the standard. As a matter of fact, that's so important to me AND my crew that we have "Be accountable" as one of our "X Laws Of Craft Hairdressing" at X. 

Who do you look to for inspiration on Instagram? @ZGAT @tracisak_hair @guidopalau @amberharlan @eugenesouleiman

Have you ever felt discouraged in your craft? Yes! Absolutely. It can become a vortex if you're feeling that you're lacking inspiration, motivation, and gaining only frustration. I have made it a goal in both my craft / "real" life to only surround myself with people who are moving forward  & staying true to themselves. Sometimes you have to take a step back and look at yourself to see what's lacking in YOU. How can YOU get un-stuck? Is it environmental? Is it personal? Do what you need to do.

How do you stay golden? Iron sharpens iron, right? My crew at X. I probably would have shipped myself off to a different city or country, or gone full blown hermit if it wasn't for them and opening X. They're brilliant and I do my best to push myself to be their fearless leader. Coffee helps, too. 


Photographer Cibelle Levi

Years behind the chair  12 

Daily essentials Olly Undeniable Beauty and Flawless Complexion Gummy Vitamins, Wander Beauty lipstick in Miss Behave, Good American Good Waist lace up jeans, Adore Organics Facial Serum, Kayo Body Serums and Moisturizer, What She Wears UK Chokers, Tony Bianco Boots, My mophie charger, Gucci bag, Kylie Cosmetics gel eyeliner in black

Magazine crush I love Elle and Marie Claire

How did you get into hair? I had always loved hair, beauty, fashion and art, but started cutting and coloring my own hair in high school with all my friends because no one could cut our hair the way we liked. We would get really creative and experiment with tons of different cuts and colors in my friends garage. I finished high school early and started working as a receptionist at a salon. I loved it so much, I decided to go to beauty school at night and assist in the salon during the day.

How do you build your brand? Be authentic to who you are, don’t be shy, and don’t be jealous!

How do you conduct a successful consultation? You have to take into consideration so many things. If you are just styling their hair: where are they going, what are they wearing, will they be inside or outside, what will the weather be like, what is most flattering on them, will they be on camera or taking photos, what do they feel most comfortable with?

If you are cutting, you have to ask them: when did they love their hair last, what do they love most about their hair now, what do they hate about their hair now, how often do they get it cut, what do they do to style their hair, do they need something low maintenance, do they wear their hair up often, will they be coloring it soon, what is most flattering on their face, etc.

Do you say no to your clients? I never say no, but if I don’t like their look, I may suggest something different or a way of tweaking something to make it most flattering on the person.

Do you have a signature approach with your technique? I honestly don’t think so! I love texture as much as I love sleek and structured looks. Most of all, I love making a woman feel the most confident and beautiful.

Whats in your kit Tresemme Keratin Smooth Serum and Hairspray, OUAI Medium Hairspray, REVERIE MARE and MILK, ghd hot tools, Ricky’s taupe hair clips and no crease clips, a TON of extensions, Bumble and bumble Dryspun Finishing Spray, Oribe Smooth Styling Serum

Do you enjoy the work or the end product? I love every aspect! I love working with such inspiring women and making them feel their best. I love the transformation and how different hairstyles can bring out different personas in each person or transform the way they feel. 

Who do you look to for inspiration on Instagram? @luxyfashion, @jennifer_yepez, @haileybaldwin, @madisonbeer, @selenagomez

Have you ever felt discouraged in your craft? I would love to meet someone who hasn’t! Working freelance, we all get the freelance blues. Our work is such an ebb and flow. Sometimes you are so busy you don’t have time for everyone and sometimes you are are free as a whistle. As artists, it’s easy for us to be hard on ourselves and dissect every detail of what we do or to compare ourselves to others. I always try to think with perspective and take a step back and appreciate the slow times as much as the busy times. I always think about what else I could be doing and put 110% into everything. I truly believe that every thing I do should be the best I can possibly do, that way I keep growing.



OnStage is a curated boutique showcase presented by Credible Culture, REVERIE’s Texas distributor.  Our focus this year was to share our modern and relevant techniques and approach, encouraging hairdressers to recreate these looks once back in the salon.  

Our founder Garrett Markenson, along with Reverie Color Director, Erik John, created a presentation inspired by "French Girl Grunge." 

The showcase kicked off with Destroy the Hairdresser, Caeleb Bosscher and Cyd Charisse, the modern day business coaches. The pair presented an interactive segment focusing on shifting the consciousness behind the chair. 

Garrett and Eric collaborated on stage showcasing color, cutting and styling techniques on 7 models all dressed in different shades of pink. The end result is displayed below in this look book, photographed by Carlos Detres.









Born CHERIN Van Nuys CA SAL January 20th 1989 Mexicali, Baja California, Mexico

Daily essentials CHERIN REVERIE MILK and EVER (TRUTH) SAL Palo santo, copal & sage.

Years behind the chair CHERIN 6 Years. SAL"Legally" at age 23 when I graduated from hair school. First cut hair at 13 & havent stopped since.

Crush CHERIN Tie between Bjork and Yayoi Kusama. SAL Spanish model Cecilia Gomez 

Where did you hair journey begin? CHERIN As a high school senior I went to a beauty school to get my hair done, that's when I knew I wanted to do hair! SAL At 13 when I first moved from Mexico to the states. I started cutting my own hair as a resource to save money, and because everyone I tried was horrible! I thought I could do a better job since I was always the artistic kid. Till age 19 I worked at my garage, from then worked at a barbershop till 22,went to hair school & graduated at 23. From then I've worked at Sally Hershbergers as an assistant, Ramirez Tran as a stylist now at Benjamin Arts District

How has social media impacted your craft? CHERIN I have built my entire business with social media. It is an amazing sharing tool to showcase my work. SAL I've always made use of the platforms through time like Myspace, Facebook & now Instagram. Ive always thought that if I want people to know my work I needed to get it out there. Nowadays it allows me to have an effect on someone thats in Australia as well as someone that is my next door neighbor by only posting a picture while I am at the comfort of my bed. 

What are your thoughts on our industry? CHERIN I love the beauty industry, it's an amazing feeling to transform people for a living. We are blessed to empower people by helping individuals put their best foot forward. SAL I think its changing very rapidly, personally I am very excited for it. I am one that believes that it is a fine mixture between art & psychology. I think that its been years of just looking at it as a solely superficial  world, whereas (speaking for myself) Im changing it into a place where I build up my clients by giving them confidence through haircuts & styles that are organic, and curated just for them by doing so making them embrace their own natural state. I think its time to connect with people at a deeper level and grow together as one. 

What kind of stories do yo think our industry should be covering? CHERIN The movement toward conscious living.  SAL Stories that talk about growth and love for others oppose to individualistic, egotist ically driven hairstylists that only care for fame & money

How do you stay informed with your craft? CHERIN Daily hands on work. I've taken courses and always ask questions to my peers.  SAL I have found that what works best for me is to ignore what everyone else is doing, and do as I wish from my natural creativity, I find inspiration from the places I travel, that be a city or a town in the middle of nowhere, a beach, the dessert, the jungle. thats what inspires me. 

What are you reading right now? CHERIN Patti Smith- Just Kids. SAL At the moment Im reading Isis Unveiled

What was the last education class you took? CHERIN I love Whittemore House! Whittemore House Salon hosts an amazing class filled with passion for this industry, I left inspired with new techniques on hair painting. I take classes regularly with the salon and enjoy education.  Every day I work I'm learning something new about color. 

Whats in your kit? CHERIN Whittemore house, Redken color, and REVERIE EVER Recovery hair Oil SAL Very minimal: scissors, comb, brush, curling iron, blowdryer, oil, REVERIE MARE Mediterranean Sea Mist, and Volume powder 

How do yo conduct a succesful consultation? CHERIN Fully understanding the clients needs and lifestyle. The hair should suit their ability to maintain the look. SAL Listening, I listen to my clients till they say everything they want. Then I ask them to tell me what they like and dont like about their hair. I finish up with pictures, visuals cant lie, I go over images and ask clients to tell me what is it in specific that they like about it, sometimes what they like is just the person that has the hair and not the actual hair.

Do you say no to your clients? CHERIN All the time. Anytime it's not going to suit their lifestyle or match their skin tone, it's more of a suggestion than a hard no, I'm open to discussing and trying to find the right look for them.  SAL Yes, but i am a big believer that everything is possible, I like to be able to give my clients what nobody has been able to give them. I say no only when I think timing is not right, in other words I tell my clients no when I think that its not the right time for what they want just yet.

Book with Cherin Choi 424-249-3296

Book with Sal Salcedo 424-249-3296


New Orleans, Louisiana— February 2, 2017, The Left Brain Group, the premier boutique talent agency, representing hairdressers, impassioned artists and image- makers within hair and beauty, hosted their first ever 2-day lifestyle event on January 29th and 30th, entitled Bayou St. Blonde.

This one of a kind immersive experience showcased 12 elite artists as they explored
7 local spaces, bringing their canvas to life, with New Orleans serving as its backdrop; drawing on the convergence of fashion and culture, alongside curated pieces with local artists. “I set out to create an intimate event where the audience can observe the artists in motion, hear their brand stories and experience the city of New Orleans, up close and personal...aka a Hair-Cation,” said Aryn Detres, President, The Left Brain Group.

The New Orleans Pharmacy Museum played host to Garrett Markenson, founder of REVERIE, Haircare Reimagined. NOPM highlighted the blurred dichotomy between our past of bloodletting, surgical instruments, potions, elixirs and hand-blown apothecary bottles filled with crude drugs, medicine herbs, and “gris-gris” potions used by Voodoo practitioners and the modernity and care of product design today. Inspired by the mystery and mood of the space, the courtyard was designed to resemble a seance circle, lined with candles hand painted by local artist David Moore (aka Zombieboy), while models wore custom headpieces designed by Chloe Rose of GypsyJunk.

Markenson presented three stunning looks including a haircut on model Wednesday Tomorrow Bird which was a continuation of a collaborative color story with Whittemore House co-owner, Larry Raspanti showcasing their new revolutionary lightening powder, HAIR PAINTTM. The end result was very effective, modern short bob with a microbang; full of dimension, movement and interest.

Photograph by Julie of Speak Salon KC

Photograph by Julie of Speak Salon KC

The photo story shot by Carlos Detres was inspired by E.J. Bullocq, the myth of Storyville and the mystique of New Orleans.

Hair Garrett Markenson
Hair Color Larry Raspanti (Whittemore House) Styling Erik John
Make-Up Javier Mena
Wardrobe Ali McNally
Models (blonde) Caroline @FiftyTwo45 (redhead) Olivia @FiftyTwo45 Wednesday Tomorrow Bird 


Born Camarillo CA

Daily essentials coffee, cell phone (sadly), ArrowJames my nephew.

Years behind the chair 15 years

Crush (changes daily) a good house robe.

How important is education for you as a hairdresser?  Education was the only thing i did early in my career, because I was so young I thought that that is what you had to do. I worked at an education salon the promoted and supported all education, not just certain styles. I went to everything, week long courses everywhere. TIGI, BUMBLE&BUMBLE, VIDAL SASSOON. And also learned all the extras like styling courses, BBO trainings, color classes etc. I also spent a good year working under Edward Tricome in NY which was an education you couldn't buy. That being said I think its extremely important early on when you need to know every different kind of basics. Now however, I think its important to take all that education and make it your own. Hairdressing is an art, it has to be your own, thats what makes every hair dresser different. You apply your own style to the skills you learn.

I love how mobile your craft is.  Your always somewhere doing hair.  Was it always that way? No way. I was a slave to my chair for the first 9 years of my career. I thought it was the only way to make great money. I would work 10-12 hours a day in the salon seeing dozens of people a day and basically killing myself, thankfully i was young. It wasn't till i moved to LA and was introduced to the free lance, red carpet editorial world though my sister Jenn. Jenn is a makeup artist and would let me assist her on jobs, and just like when I first started doing hair I took every opportunity to be around a set, or gig that involved hair and makeup, met as many publicists, hairdressers, photographers that I could and eventually started assisting big free lance hairdressers and be ing represented by my first agency. 

You and your sisters are a triple threat.  Not all of us can say that we’d work well with our family.  How do you not take work home? Oh man, my biggest stresses stem from my sisters, I absolutely take it home. Although, we thankfully do and have such different jobs that we're never in competition or fight over anything work related. Honestly, most of our disagreements come from personal issues, if you can step back and see what the REAL problem is, its very easy to make things personal. We go to sister therapy at least once a month and let it all out in a controlled environment, I highly recommend it for any team business owners.

Whats in your kit? Every assistant that works with me knows Im usually missing the most important things like clips, or a comb. SSSSH don't tell any of my clients. I almost think I do it on purpose, I like to say "I like the challenge" but really my assistants are far more prepared than me. I have several kits that I  use. Mostly ranging is size. I keep two in my trunk so I generally can always be ready to go anywhere to do any job. My favorite products are always changing, I think thats party why I love this job so much, i love change. Lately I'm really into hairspray, Id say the first 10 years of my career I hardly ever used hairspray, now I love a good build able hairspray that you can layer and keep brushing out so that it almost creates a hair memory, After you build enough each hair goes to its place without feeling hard or stiff or too molded. Also all of my salon clients know that MILK is my all time favorite product, just ask them. Its been a two year and running favorite.

Do you say no to your clients? Surprisingly no. It took me a long time to think about this question. It's surprising because I'm quite a control freak in my own life, but I feel like with hair you can really do anything. If people come up with something that they want, even if I know it won't work for them, we really talk it though and I will give them my opinion, but I will always let them try it out. Listen, hair isn't that precious, it grows and changes constantly. So just say YES, but make sure you educate people. I do say no when it comes to fitting too many people into a day. Ive learned over the years that if Im too tired mentally and physically I cant give you what a fresh, slept relaxed version of me could give you. So sometimes I say no to fitting too many people into a day.

How do you discovery your inspiration? Thats a good question, how to discover inspiration is different that "what is your inspiration". Id say that thankfully my inspiration pops out and finds me more often than not. I could be out on a hike in LA or in the desert and the colors and textures just make my brain feel hair things. Out sailing in the ocean or simply daydreaming or meditating. I often find that being alone helps me find inspiration, but then again so does working with other artists etc. I feel like I'm always surrounded by inspiration which can sometimes be overwhelming, thats why I think being alone or meditating allows me to collect my thoughts and turn all those thoughts into inspo. 

Its hard to be a successful hairdresser especially in LA. How would you encourage the next generation? I would encourage new talent to keep your head in the grind and learn all you can, don't try to be famous, thats a surefire way for your work to suffer. Stay connected to the craft, Its very easy in LA to get your head in the clouds, I urge you to stay grounded. 

What are your thoughts on the hair industry? Its hard to even see whats happening in the hair industry, its so spread out now between DIY bloggers, to famous hair dressers to runway and salon hair people. I think for me I like that it is so diluted, it makes room for everyone to be successful in there own way. There is room for so many different skills, I cant name a hairdressers that thrives in all categories, theres always a specialty that makes someone really great. Im also really happy to see hairdressers having a real voice and being able to be sponsored by huge haircare lines and make a real career out of your expertise.


When you date and make new friends, for some of us the question of "what music do you listen too?" is paramount. Some people avoid answering, to others it can be critical.  I remembering dating Hillary before we married and making her playlists.  I took much pleasure in creating them, and even more when I would learn what songs were her favorite.  In someways, it enhanced our love on a sensual level. The thrill of going to shows and staying out late after, avoiding sleep at any cost in fear of losing the memories of the concert. I find those who are passionate about music are truly my people. We don't always have the same taste, but we do have the emotional connection. A connection where we will forever struggle to adequately express in words how music makes us feel, but somehow know that the other person is feeling the same emotions. As a hairdresser, I'm inspired by musicians.  It is hard for me to look at architecture and want to translate that to someones's hairstyle, but the personas of David Bowie, Patti Smith, and Iggy Pop move me and inspire me to conjure their likeness in my work.  It is the moment in which I am interested. The revelation. The attitude and confidence that an artist owns. 

Collaborating with artist Kristin Kontrol was a dream. You might know her best as Dee Dee from the Dum Dum Girls.  Her songs for me were a coming of age sound track, intensely sentimental. The confidence of “Lost Boys and Girls Club” coupled with the clear image of the band's aesthetic continually inspires me. I often revisit the album Only in Dreams..

I’m grateful to be able to work with an artist that I am a fan of. To share stories and be unplugged is an incredibly special moment.  Kristin is vegan and we connected over Reverie being vegan and cruelty-free.  Our story and performance is critical to us, as are our morals.  When we created our first product, MILK- it became our benchmark.  Effective and organic. A rare combination. 

Thank you for sharing in this journey with me.  Your support has made dreams come true.

As ever,

Garrett Markenson

Founder / Owner



We've been playing your new album on repeat. Whats the story behind the name X Communicate? I wrote that song about halfway through the group of songs that ended up on the album. Melodically, I was trying to do a big vocal run, very Kate Bush or Cyndi Lauper. I had just landed on that phrase and liked it. I often gravitate toward religious imagery because I was raised Catholic; it's just so dramatic. The concept of excommunication easily applies to relationships, particularly to the codependent kinds.

When you recreated your image as the artistic Kristin Kontrol, is that all your say? Of course. Just like I worked with producers to get to and surpass my sonic goals, I worked with designers and stylists to do the same with the aesthetic, but there isn't a Malcolm McLaren behind the scenes.

How important is hair? Definitely part of myself whether I am focused or dismissive of it. I went through pretty severe life detox and a visual representation of that was growing out my hair. I wanted to look and feel more adult, more minimalist, more straight-forward. Eschewing the very 60s-indebted style I'd had for years for something simple and one-length was a quick way to do that. 

We met celebrating your vegan lifestyle and Reverie products being formulated completely vegan.  How did you come to live this way? I am always psyched to find high quality and high concept vegan products of any kind -- Reverie was even better than usual because I actually use hair products more often that say, faux chorizo or a luxury handbag. I went vegetarian when I was young. I wasn’t a huge fan of meat anyway, but I just loved animals. As a teenager I read Diet For A New America and became vegan immediately. My family thought I was nuts, but over time it was easy to parallel, say, my mother’s desire to grow her own vegetables or shop at a farmer’s market, and my own desire to eat clean and cruelty-free. I ate fish for a few years in my mid 20s and wasn’t as strict with my veganism after that stint, but reading Morrissey’s biography in 2013 and watching Food Inc. with my younger brother helped me recommit to being aware of how what I put in my body affects both me and the planet. I eat most meals at home and have a cheap healhty diet down to a science if anyone needs any help

Is there a grave for Dee Dee? Were her clothes burned or donated? Ha! I didn't feel precious enough about "her" so no funeral, but I did get rid of a lot via resale or donation. 

While doing your hair I enjoyed chatting about our shared taste in music. If you were to create a playlist for salons what would be essential? I used to do this at the salons I worked reception in. Definitely important to keep the energy up but not aggressively so. Lots of Air, Goldfrapp, Smiths, Blondie, Donna Summer, Frankie Knuckles, etc.

You've work in a few salons. A TRIBE salon Di Pietro Todd.  Any advice for stylists? I saw a lot of assistants come and go via their education program. It seemed like pretty thankless work at times but like any goal worth pursuing, you have to stick it out. Find your mentor, cultivate a work community, work hard but play hard too.

What do you do when you can’t sleep? I use an app called Attractor ... it's supposed to be a dynamic binaural wave generator, using sound to help create various states of mind. Just sounds like white noise. 

What was the last best live show you saw? Olivia Newton-John hands down. Baby's All Right in Brooklyn last month. Brilliant.

As a artist do you struggle with control? Kill the ego. I learned over time to let go.

Have you ever been discouraged? Lots of times. Very rarely does it overwhelm me, but when it does, I try to just go through the experience. I sleep it off and pull myself back up in the morning. There's a line in a song I open my set with, a b-side, that touches on this: 

Photographer Matthew Kazarian 

Make Up Javier Mena

Hair Garrett Markenson 

Wardrobe belongs to Kristin and the location of the shoot was the Boardwalk in Santa Monica, California


The shoot began on Monday at the Vidal Sassoon Academy. The consultation was simple; dark but not black or warm. I applied EVER Recover Hair Oil, 6 drops all over as a pre-color treatment to protect and soften her hair.


BASE / Permanent 

1/2 Level 3 Neutral 

1/2 Level 4 intenseNeutral

2 oz of Green concentrate 

20 Volume Developer

ENDS / Semi-Permanent

Pearl Violet deposit only 

1.9 % Developer


I applied her base first and allowed her to process for about 20 minutes then dampened down her length and applied the rest for about 20 minutes.


Kristin had some concepts for her look. A few photos that Javier and I looked over and combined into this look.  I enjoyed that as she is a artist and knows what she wants. I applied MILK and blow everything neutral and back to prep for her sleek pony.  Taking a lighting blot like section to center nap. I left the hairline around her face natural to encourage a soft contrast. After creating each side of the wet look pony tail I braided each one.  I was excited to play with a new hair accessory I just got from Preview Wear