goldplaited, Chicago's standout beauty brand, opens second location in River North and nixes sinks

blowouts beware: goldplaited, Chicago's top rated hair styling biz, won't wash your hair in location #2. 

FOR IMMEDIATE RELEASE - Chicago, Illinois - May 23, 2018 -- goldplaited, a finishing salon has been producing high-quality blowouts, event styling and makeup applications in Lakeview for the past five years. As they prepare to open their second location in River North at the end of May, one thing is noticeably absent: sinks. 

Mal Strong, founder and CEO, explains: "After five years of styling in our Lakeview location, we're evolving our concept a bit. When you remove the wash from the equation, that's a full appointment dedicated to nailing your desired style, so you're saving time and putting less heat damage on your hair. Most importantly, for event styling that needs to last all night, dry hair is the way to go. Freshly washed hair is often too soft and silky to hold a style all night." 

Strong, who co-owns the beauty brand with her sister, Coco is excited to ditch the sinks and create more room in River North for their most popular services: makeup, braids, bridal and corporate parties. In addition to serving their dedicated clientele of women attending events, achieving work milestones and getting married, goldplaited's River North space will be the company's corporate hub. goldplaited River North will play host to headshot revamp parties, team-building events and branded beauty classes for the companies headquartered in downtown Chicago. 

The Strong sisters worked with Chicago based design firm Siren Betty to design the second location of their dreams. With custom LED makeup lighting, a dressing room for clients changing into their Rent the Runway dresses and a clean, airy space with plenty of open floor: the salon is custom built for the ideal makeover experience. The Strong sisters are confident that even the most die-hard blowout clients will be converts to the dry way of life. Their favorite phrase as of late, "No Wash, No Worries." 

goldplaited River North will open Saturday, May 26th at 161 W. Illinois.

Photo from soft launch party by Iron and Honey Photography

Photo from soft launch party by Iron and Honey Photography

Mal Strong