Good Hair Day

Inside the revolutionary hair stylings of Southampton’s Revolve Hair with founder and master stylist Alicia M. Cook.
Revolve Hair Founder Alicia M. Cook, in front of the salon’s Oribe product wall.

By Gabrielle Echevarrieta

The world has changed dramatically since the inception of Southampton’s Revolve Hair over a decade ago, challenging founder Alicia M. Cook to evolve in her philosophies and business. As salons across the country were forced to shut their doors during the height of the COVID-19 pandemic, Cook exercised her creative muscles in new ways to keep Revolve’s loyal client base reassured and looking beautiful during lockdown. Within the first few days of closing, the Revolve Hair team was creating and hand-delivering color kits to patrons, serving as a steadfast self-care resource for East Enders during tumultuous times. “I moved 90 percent of our inventory into my home, and made it my workshop,” says Cook. “When we were finally able to reopen our doors, I was taking clients 85 hours a week. It was intense, with demand bigger than ever, and without hitting ‘pause,’ Revolve had to transform.”

At its core, Revolve Hair is a destination where creativity and self-care merge. “We really hold space for people, making them feel like themselves again. This sentiment is what inspired the shift in Revolve’s internal culture,” says Cook.

Cultivating a positive environment and work-life balance is of major importance for the Revolve team, a rarity in the demanding culture of the beauty industry. Cook believes this sets Revolve apart from many other salons and forms a progressive culture helping stylists flourish and elevate their artistic abilities. The capacity to adapt over the past few years combined with a new business model has spurred major growth for the highly sought-after Southampton salon, boasting a year-round clientele booking several months ahead. The founder describes Revolve Hair as a community in itself saying, “Many of our clients know each other, connected by these different pockets in our local community, as well as a growing New York City base that we service throughout the year in a Chelsea studio.”

Most recently, Cook lent her sharp skills to Purist’s Fall 2022 cover shoot with Naomi Watts, captured by East End-based photographer Sophie Elgort. Years of styling high-profile clients in the bustling New York beauty scene allowed Cook to take the project in stride, creating a soft, chic look that complemented the day’s serene oceanfront setting. “The shoot was collaborative and fun,” says Cook. “It was a treat to spend the day absorbing the beauty of the location with a genuine and talented group of artists.”