When disaster strikes, the beauty industry has a way of coming together to uplift those in need. In the wake of the devastating wildfires in Los Angeles, Hairroin Salon in Los Feliz, California, and its owner, Janine Jarman—who is also the founder of Curl Cult—organized a heartfelt relief effort. Their goal was to provide beauty products and services to families who had lost everything, offering not just essentials but also a sense of dignity, self-care, and community support.
We spoke with Janine about what inspired this event, how it all came together, and the impact it had on those affected.
1. What inspired you to organize this event?
What inspired me to organize this event was my good friend Vanessa and her husband John, who lost their home. A few days later, she reached out to me, asking if I had an extra blow dryer, curling irons, brushes—anything—because she had to be on camera for work and had lost everything. She didn’t even know where to start.
I knew that with all the amazing friends I had in the beauty industry, I could make feeling better just a little bit easier for families like hers.
2. How did you connect with families in need and let them know this was available to them?
A few ways:
Social media—Of course, we shared posts, but we also asked anyone who offered to help to share them as well.
Facebook groups—A mom friend of mine was in a group where 40 families had lost their homes. We prioritized invites for those families and arranged for friends to shop for those who couldn’t make it to the event. This was one of the most effective ways to get donations into the right hand
Influencers—We reached out directly to influencers we work with, asking them to share, post, and even show up to the event to help spread the word and thank those who participated.
3. What was the response like from the community, both from those donating and those receiving support?
It was overwhelming. I was so worried that we wouldn’t have enough products. Then, when we ended up with more than enough, I worried that no one would show up. But people showed up!
Taking a chance on doing something like this can be overwhelming and scary. But we have to put ourselves out there and at least try to help—even if it’s just for one person. We are still receiving donations, and I’ve been distributing them to various free stores around the city set up for those displaced.
4. Can you walk us through what it took to organize this event? Any unexpected challenges or moments that stood out?
Since I was relying on brand partners from across the U.S., I wanted to allow enough time for products to be shipped. We also needed time for the fires to be contained and for people to start settling in.
Between me and my floor manager, Stefanny, it was constant posting, messaging, emailing, and coordinating pickups, drop-offs, volunteers, and day-of help. The biggest challenge was the setup—how do we make a ton of brands look organized and engaging? It was important to me that products were displayed in groupings so attendees could "shop" rather than rummage. Our team also helped attendees find the right products for them.
Additionally, Hairroin Salon team members Jennifer, Travisean, Stefanny, and Liv, along with Curl Cult leaders Greg and Alex, provided free haircuts and styling throughout the day.
5. How did the professional beauty community come together to help make this happen?
PBA and The Tease really amplified our posts and connected us with brands willing to donate. BTC and Hairbrained also helped spread the word. And it all happened so seamlessly—no one even had to ask. People just helped however they could.
6. Were there any specific stories or interactions from the day that really stuck with you?
There was one woman in particular shopping for her kids. Finally, one of my stylists asked, "Okay, and how about you now?"
This mom had been in survival mode for so long that she hadn’t even considered what she might need. It took a hairdresser to remind her that she mattered too. That moment encapsulated why we do what we do as hairdressers.
A salon isn’t just a place to get your hair done—it’s a place where you can relax, feel seen, and be heard. That’s what I wanted to provide: a reprieve from survival and sadness, with high-end beauty products to offer a small break from all the loss.
7. Beyond beauty products, what else did this event provide for those who came in?
A moment of calm, joy, and dignity.
I wanted people to feel like they were in a gifting suite, not at a charity event—and we accomplished that. Instead of just taking whatever they were "lucky enough" to get, attendees got to shop.
For part of the evening, my friend Jeff and his musician friends played live music. It was wonderful—a perfect example of a friend using his talents to help in his own way.
8. If someone wanted to continue supporting those affected, what do you think would be the most meaningful way to help?
There are a few ways:
Support local businesses in the affected areas by purchasing gift cards or ordering online.
Volunteer—Various free stores around the city need help restocking and operating.
Donate to trusted organizations like the Red Cross or Salvation Army.
Donate new, high-quality beauty products—I’m happy to deliver them if sent to my salon, or you can send them directly to organizations in the city.
9. Do you see your salon continuing to do events like this in the future? If so, what would you do differently next time?
Our team has always been passionate about giving back to the community, so we will absolutely continue to do so. This event was a great success, and if, unfortunately, a situation like this happens again, I would gladly organize another relief effort.
10. What would you say to other salons or businesses thinking about giving back in a similar way?
Get everyone involved. Remove expectations.
Everyone processes trauma differently—some staff or attendees may have different reactions, but don’t let that deter you. We give back because we can. We help because we can.
It is our duty as hairstylists to be a space of refuge and support. That has always been the foundation of our industry.
When I started planning this event, the salon was slow because of the evacuations. Rather than sitting in stress and worry, we took action. And I believe action is the single most powerful tool to combat fear.
When disaster strikes, it’s easy to feel helpless, but Janine and the Hairroin Salon team remind us that even small acts of kindness can make a huge impact. The beauty industry is built on human connection, and this event proved just how powerful that connection can be.
If you're looking for a way to support those affected by the LA wildfires, consider donating to the PBA Disaster Relief Fund. Your contribution can help provide essential aid to beauty professionals in need. Every bit counts.
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