On a weekday morning in Brooklyn, the first clients filter into Brooklyn Beauty Lounge, the full-service salon Julie Kaufman opened eight years ago. Stylists move briskly between hair color consultations and spa treatments. A few blocks away, at Bronzed by Julie, another set of clients arrive for spray tans and teeth whitening before weekend events. Both businesses run on tightly scheduled systems, but at the center of them is the same owner — a mother who built her career in beauty while raising her family.
Kaufman’s path highlights both the promise and the pressure of small business ownership in one of the country’s most competitive markets. The U.S. beauty services sector, valued at more than $70 billion in 2024, is projected to expand as consumers spend more on specialized treatments and premium experiences. Analysts say the fastest growth lies in businesses that can marry expertise with a high-touch customer journey. Kaufman’s model — blending high-end service with consistent follow-through — positions her squarely in that lane.
Her strategy began with a simple observation. “Clients want results, but they also want to feel seen and taken care of,” she says. That philosophy has shaped both of her businesses: Brooklyn Beauty Lounge, which offers everything from hair and nails to skincare and spa treatments, and Bronzed by Julie, which caters to clients seeking quick, specialized results.
The dual focus is not just about diversification. Kaufman says it reflects how she has learned to run her companies as both an entrepreneur and a mother. She sees the disciplines as parallel. Parenting requires presence and planning; so does managing a salon floor. “You can’t do it all at once,” she says. “But you can build systems that allow you to be where you’re needed most.”
Those systems have become her hallmark. Training manuals, consistent standards, and team development are built into both businesses. Instead of clients depending on her direct involvement, she has designed operations where the service feels the same regardless of who delivers it. The approach, she argues, makes scaling possible without sacrificing quality.
Industry observers say this shift mirrors a broader transformation in beauty. Service businesses have traditionally been tied closely to the presence of their founders. Now, more owners are moving toward system-driven operations that can expand. A 2024 McKinsey report found that nearly half of consumers prefer premium or luxury experiences in personal care — and they are willing to pay more for consistency.
Kaufman’s reputation rests on that promise of reliability. Clients return not only for flawless balayage or an even tan but because they trust the process from start to finish. She calls that “luxury as experience” — the idea that beauty is not only the end result but the way a client feels throughout the encounter.
Her ambitions stretch beyond the salon chair. Kaufman is exploring education and training for professionals who want to grow beyond the treatment room. Product development and media are also on her horizon. “I’ve learned that growth isn’t just about opening new locations,” she says. “It’s about sharing knowledge and creating systems that outlast you.”
As she balances expansion with family life, Kaufman says her ultimate goal is not only to run businesses but to shape the culture of beauty itself. She sees Brooklyn Beauty Lounge and Bronzed by Julie as platforms for setting new standards of trust, consistency, and service.
“Beauty is about trust,” she says. “If people trust you, they come back. If they trust your team, your business grows. That’s the foundation.”