After rolling out on-demand haircuts earlier this summer, Glamsquad is back in full force. The Los Angeles-based beauty platform is once again offering makeup application appointments again alongside hair and nail services, all of which are bookable on the app and online.
Makeup services start at $85 for a 60-minute session or $150 for special occasion looks, while add-ons range from $15 for an Erno Laszlo eye mask to $25 for lashes or Temptu airbrush foundation. As far as safety, Glamsquad makeup artists will come equipped in their own PPE (including face masks and shields, disposable gloves, and aprons), and clients will need to wear a face mask until they're ready to get pampered. Plus, beauty pros are now required to be certified in standard and Covid-19 barbicide protocols.
L.A. hair salons and barbershops earlier this month were allowed to reopen indoor services at 25% capacity (those located within indoor malls were exempt), and this week California nail salons were given the approval to open again indoors. The move is part of Gov. Gavin Newsom's and the L.A. County Public Health's tiered COVID-19 safety plans, which saw self-care businesses reopen, close, and reopen again outdoors over the summer.
Jason Perri, founder and chairman of Glamsquad explains that bookings have increased in L.A. over the past few months. "Our L.A. clients have been beauty-starved and are treating themselves to some much-deserved self-care, including haircuts. People are still hesitant to go to salons, but recognize that our secure and hygienic protocol in the safety of their own homes — or even outside — is ideal at this moment. Most importantly, our clients tell us they are booking because they just want to feel great again, and Glamsquad helps them look and feel their best."
He continues: "Clients are coming up with even more reasons to book Glamsquad. We have had bookings for all types of live and virtual events, as well as engagement photos, baby announcements, e-commerce shoots and even Zoom meetings! We've seen a big resurgence in weddings and outdoor parties. Our group bookings have picked up, indicating that people really want to be social again, but in a safe environment."
Glamsquad artistic director Giovanni Vaccaro shares insight into the most-requested beauty looks among Angelenos. "As you can imagine, most women and men have gone longer than usual in-between haircuts. We are seeing L.A. clients who are willing to transform their hairstyle by going shorter," he explains.
The top hair trends as L.A. heads into fall? "Lobs and long layered cuts are definitely the biggest trends and we see these styles come with less maintenance and work for most textures and face shapes," Vaccaro explains.
SoCal clients are also going for "natural, bronzy skin with a little more emphasis on the eyes," he says. (Makes sense, given that everyone wants that glowy look after being pent up in the sun-less indoors.) "Instagram glam hasn't been as much of a request since the overall trend has become minimal, simple, and really about healthy glowing skin."
As far as L.A. talons, Vaccaro says that Glamsquad's nail business "has dramatically increased post-COVID since so many are fearful of the nail salon experience. Our clients are mostly requesting our combo service of a manicure and pedicure and have opted to keep it clean and simple. We have had a decent amount of nail art appointments, but since most of our clientele is juggling a busy lifestyle, they've been trying to get a few weeks out of their mani/pedi, so neutrals, pales, and French manicures have become the most requested styles."