After almost seven years as one of Sydney’s most coveted salons regularly populated by media and influencers and some of Sydney’s most discerning, Paloma Salon has adopted a fresh new brand direction to better exemplify their journey as much more than just a destination for hair, writes Cameron Pine.

In what feels like a decade at the top of Sydney’s salon scene, Paloma Garcia explains why her 2025 salon rebrand is so much more than just a new logo. It’s an approach and homage to the lifecycle of her business that is a constantly growing and evolving beast in the luxury salon sphere.

“Who your business is, is a direct reflection of the leader and my focus has really been to solidify our relevance and importance in the community. COVID was a real turning point for people to not take us for granted and take what we do lightly,” said Paloma.

Not only this but adequately celebrating the fact that the salon and client relationship for many is one of the longest relationships in their lives, a considered approach is the only way forward for Paloma.

“Whether it be through social activity, something for the referendum, weather or climate issues, or whether it be in beauty, people see us as a holistic brand that’s all about living a more beautiful and harmonious life,” Paloma said.

Showcasing a finer level of care and consideration than your average brand, Paloma is equally as elevated. A bit of Yves Saint Laurent meets Celine meet Roh – are just some of Paloma’s favourite fashion labels that play muse to her salon’s brand and aesthetic. A staff of 17 in a 20 chair salon in bustling Oxford street comprise a sanctuary of wellness and a connected persona beyond its luxury services.

Almost eight years prior to the re-branding to the name we know today, Paloma was the co-owner and Director of Oscar Oscar Paddington where she set herself up for a level of care and luxury in the salon space, forging her own path as a conscious and considerate salon owner.  Paloma Salon has built an inertia and a unique disposition in hair that pays respect to its clients, culture and the character required to give back and continually evolve.

The new Paloma conversation revolves around the evolution of a salon over seven years of independence and ingenuity. The impact of COVID-19 on the industry and the salon’s values is something Paloma believes was our opportunity as an industry to maximise our strengths and really step up.

“It is so important to understand the role of hairdressers in clients’ lives and the shift towards more personalised services and understand the potential really resides in the detail and a conscious minded approach. I have always looked more to fashion brands to how they drive their brand and business – for us they are the real inspo,” Paloma said. “I think the branding and Paloma salon is more elevated – a brand you’d see in a top global city – Paris, New York for example – a sense of elegance and elevation is something that can be timeless.”

In recent years the salon has consistently focused on sustainability, community engagement, and a holistic approach, reflected in events from in-salon brand collaborations talking about anything from supplements and diet to lymphatic drainage. The rebranding efforts were aimed to elevate the salon’s image globally – a new colour palette and partnerships with top brands is just the beginning. The salon also introduced a new Deluxe Hair Facial service as an important addition to continually inspiring the loyal client with someone new and exciting that they can really feel like they are part of.

“The consumer is becoming incredibly conscious, so our sustainability efforts and our efforts around the whole experience in-salon we definitely don’t treat lightly with our clients. I absolutely love them, and we host a lot of community nights. Even just the image with the cut hair on the website and socials did so well the first day of launch – traffic to the site dramatically increased.”

“I think the actual branding is a lot more elevated. It looks like a brand that you could see at any top city in the world. You could see it in Paris, in New York. So that was really important. For me, and it says it has a sense of elegance and elevation and is somewhat timeless,” Paloma said.

The earthy colour palette is also what keeps the brand fresh and cool.

“I was very much guided by my brand directors, who are all over the latest trending colours, think greens, to bronzed golden hues and more,” Paloma said.

Leading branding and strategy agency Actuel Studio worked on the new look and feel for about nine months in collaboration with Paloma to produce a brand that personifies skilful styling, good energy and holistic practice and an overwhelming sense of calm and consideration.

“The star of the new brand campaign, Bella Thomas, is one of Paloma salon’s very talented ambassadors, and she is obviously a very aesthetically beautiful woman, but it’s also as a person the way she shows up in the world, and that was important to me. She’s a real role model and she really only affiliates with the best brands,” Paloma said.

Further solidifying a strong relationship with KEVIN.MURPHY, R&Co, Oribe and Kérastase to little things like new glassware and refreshments, those little details are what clients remember and what makes them feel like they are part of the family that values only the best.  There’s also Ayu in-salon candles, incense and oils for massaging into rituals and creating that real luxury salon service for every guest.

Congratulations Paloma, you’re more than just a pretty face.

For more information visit www.paloma-salon.com

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