The Way I Work... Hair Artist Samantha Cusick
With over 15 years’ experience in the hair industry, Samantha Cusick has firmly established herself as a leading figure, working with renowned brands such as ghd and Olaplex. Having already launched two successful namesake salons in London’s Notting Hill and Fitzrovia, Samantha decided it was time to embrace a new challenge – and so, in 2023, Stā Studios was born; a multifaceted coworking space designed for hair and beauty creatives.
Walking into Stā Studios in central London feels like stepping into a hive of creativity and energy. The space is thoughtfully designed to cater to the needs of its users, featuring podcast booths for content creators, quiet work areas for those needing concentration and a large open-plan salon space that buzzes with collaboration.
Cusick’s vision for this space was to create a community where like-minded creatives could thrive and support one another – an ethos which is often lacking in the fast-paced, high-pressure world of hair and beauty. From the contemporary interiors to the state-of-the-art facilities, every detail at Stā Studios has been carefully curated (that includes the complimentary cocktail menu). It embodies Cusick’s forward-thinking approach to the beauty industry and a place where her years of experience culminate in a vibrant and nurturing environment for both staff and clients.
Service95 sits down with the hair artist to talk about her passion for interior design, her approach to crafting the perfect client experience and the iconic hair looks that will never go out of style…
My Morning Routine… I wish I had a glamorous morning routine that involved green smoothies and meditation. In reality, it’s begrudgingly getting up. I often work late to catch up with admin after seeing clients or making content, so I’m not the morning person I long to be. I grab a quiet cup of tea and check my emails and calendar while feeding my bulldog, Sid. Then I get ready to leave for one of my salons.
My Working Soundtrack… It’s all about setting the vibe. At Samantha Cusick London, we pump those old-school R&B beats, while at Stā Studios, we groove to a mix of eclectic tunes from Wet Leg to Lime Cordiale. Personally, I’m a huge country [music] fan, so that’s my guilty pleasure when I get to work from home.
My Work Uniform… Whether it’s my go-to oversized blazer that helps me channel ‘business owner’ confidence, or something more casual and comfy for client days – usually jeans and a graphic tee – what I wear definitely sets the tone for the day ahead. The Frankie Shop is my ultimate obsession. The androgynous, tailored pieces speak to my soul.
A Trip I’ll Never Forget… Every summer, my fiancé and I road trip through the south of France. I make it my mission to find unique hotels and places to experience. For the last few years, we’ve always returned to Lily Of The Valley [hotel] near St Tropez for inspiration, from guest experience to interior aesthetics.
My Creative Process… I believe in a client-centric approach: understanding their lifestyle, habits and preferences is key. Whether it’s colour, cut, or extensions, I tailor each style to suit their unique needs, ensuring they leave the salon feeling confident and empowered.
The Creative Who Most Inspires Me… Sam McKnight. His work [as a celebrity, fashion and editor hairstylist] is everywhere, from Chanel runways to glossy magazine covers. What I love most is how he mixes classic styles with cutting-edge creativity, influencing trends while creating a product line [Hair By Sam McKnight] that makes them easy to replicate at home.
The Best Career Advice I’ve Ever Received… I’ve never had a formal mentor or received traditional career advice. My journey began after experiencing burnout due to lack of support from previous employers. I embarked on opening my first salon with a mission to lead with kindness and empathy, proving that success and compassion can coexist. My mantra: just start. Taking that initial step and refining along the way is the key to reaching your goals.
Where I Go To Feel Inspired… I take a step back and take a trip. Recently, I visited my best friend in Austin, where the local independent businesses are thriving. Exploring their innovative concepts sparked my creativity. I’m continually inspired by the meticulous attention to detail and unique experiences offered by small businesses.
If I Wasn’t In Hairdressing… I’d definitely pursue a career in interior design. Opening salons taught me that I have a knack for interior design and creating functional spaces. There’s something incredibly fulfilling about seeing a project evolve from concept to reality.
The Iconic Hair Looks That Will Always Inspire Me… Pamela Anderson’s ’90s bombshell locks; Grace Jones’ bold, flat-top cut; Brigitte Bardot’s timeless bangs; Sarah Jessica Parker’s iconic curls as Carrie Bradshaw [in Sex And The City]; Julia Roberts’ fiery red hair in Pretty Woman.
Samantha Cusick’s 5 Hair Trends To Try This Summer
- Bespoke Bobs – “Whether it’s the sharpness of a micro bob or the effortless charm of ‘French girl’ styles, bob cuts offer versatility and a chic finish.”
- ‘No-Makeup-Makeup’ Hair – Embracing natural texture and soft kinks, this trend exudes effortless beauty.
- Voluminous Layers – Channelling the luxurious vibes of the ’90s, voluminous layers add depth and dimension to any style. I love that innovation in hair tools has made it easy for women to achieve this trend at home.
- ’70s Blowouts – Drawing inspiration from the disco era, this trend combines voluminous blowouts or grungy texture with shaggy layers, making it a super wearable trend.
- Frame Layers – Strategically placed layers that frame the face beautifully, adding softness and enhancing the facial features. I especially love when this is paired with a grown-out fringe.
Pia Brynteson is Content Editor at Service95
