A good hair day delivers all the feels. But give that gift of beauty to a community ultra-deserving of TLC – and the results are stunningly heartwarming. That’s exactly what happened when Joico Artistic Educator and Brand Content Creator, Mai Hernandez, co-owner of West Hollywood’s A/M Salon, recently joined forces with the nonprofit Freedom & Fashion to give a day of makeover love to LGBTQ+ survivors of domestic abuse, trafficking, and at-risk youth. The perfect way to cap off Pride Month with a powerful gift of hair and caring.
Let’s meet our heroes of the day…
Joico Artistic Educator and Brand Content Creator, Mai Hernandez, co-owner of West Hollywood’s A/M Salon Venezuelan-born talent, Mai Hernandez, infuses her culture and passion in all that she does. At just 15, this tenacious teen relocated to the United States with her sisters, and her mother, who was going through a self-described “rough divorce.” Hair became the savior. But in the chair…not behind it. “We would get our hair done, and it made me realize how important it was to feel beautiful and empowered,” recalls Mai, who had dreams of becoming a hairstylist since childhood. Through hard work and dedication, those dreams came true: Today, as a new salon owner, educator, philanthropist, and hair star at Joico, Mai continues to steer her meteoric rise in the beauty industry.
Fashion & Freedom
This nonprofit awareness platform uses fashion, beauty, and other healing modalities to empower survivors of violence. Frequently partnering with organizations like the LA LGBT Center and others to provide resources, education, and awareness around these important issues and at-risk communities, the group stands as a beacon of empowerment for all those overcoming adversity. For over a decade, the group has provided a safe and inclusive space for LGBTQIA+ youth to thrive while fostering their self-esteem, resilience, and sense of belonging.
The highlight reel…
It was a true celebration of love and life as community participants were treated to:
Free hair services
Refreshments
Fun swag
Joico beauty goodies
And so much more from a generous list of local sponsors
Just some of the heartwarming commentary from grateful attendees…
“Today meant the world to me. Without a good barber, a good place to come, good vibes…you don’t really feel good about yourself. This gives me more motivation, encouragement, and raises my self-esteem. When I was growing up, we weren’t allowed to be out. Now, we have youngsters who are trying to find themselves…and we’re here to help them. – Victor
“Being a transgender woman…there’s a lot of hate out there and it makes you feel really bad. This was a wonderful opportunity to help me feel beautiful and gorgeous – inside and out.” — Sierra
The sobering facts about survivors…
It is essential to recognize the unique challenges faced by LGBTQIA+ youth, and work towards providing inclusive and targeted services to address their needs.
LGBTQIA+ youth are often marginalized and face family rejection, discrimination, and homelessness, which can increase their vulnerability to exploitation, including human trafficking.
44% of LGBTQIA+ individuals have experienced some form of intimate partner violence.
Approximately 40% of homeless youth in California identify as LGBTQIA+. [statistics provided by Freedom & Fashion]
Joico’s commitment to Diversity, Equity, and Inclusion…
Continuing to shine a light on all underrepresented communities is a signature part of Joico’s planned efforts for 2023 and beyond – from authentic engagement with these communities, to advertising that reflects all unique faces and hair types, and products that home in on a variety of individual needs. Stay tuned as we take steps on this important journey. (You can learn more about us at Joico.com.)
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