Chicago has hundreds of salons. River North alone has probably thirty within walking distance. So how do you know which one is actually good versus which one just has a good Instagram?
After 20 years in this industry — including opening and running my own salon — here’s what I’d look for if I were choosing one as a client.
Specialization over generalization
A salon that does everything — hair, nails, facials, lashes, waxing — is usually mediocre at all of it. The best salons specialize. They pick what they’re best at and go deep rather than wide.
At Reverie, we do hair. That’s it. Color, cuts, extensions, treatments. We don’t split our attention across five different service categories. Every dollar, every hour of training, every decision is focused on making the hair work exceptional.
The team matters more than the space
A beautiful salon with mediocre stylists gives you a nice ambiance and bad hair. An ugly salon with incredible artists gives you great hair in an uncomfortable chair. Obviously you want both — but if you have to choose, choose skill.
Look for: how long the team has been together (high turnover is a red flag), what continuing education they do, whether they specialize within the salon (colorists who only do color are usually better than generalists), and what their credentials actually mean.
Our team of 10 artists has been mostly stable for years. They all train through Kaizen Education — the advanced color curriculum I developed. They specialize. Maria leads bridal. Others focus on corrective color or extensions. This depth of specialization is what produces consistently excellent results.
Pricing transparency
If you can’t find pricing information before you book, that’s intentional — and not in a good way. Good salons publish their prices because they’re confident in the value. Hidden pricing usually means sticker shock at the register.
What pricing should reflect: the artist’s experience level, the time allocated, and the products used. At Reverie, every stylist sets their own pricing, so what you pay depends on the colorist you choose — and you see their price when you book online, before you confirm. Whoever you book, the price reflects 2+ hours of focused, personalized attention.
The consultation culture
How a salon handles consultations tells you everything. Do they actually consult before they pick up the scissors? Do they encourage questions? Will they put the plan and the quote in writing before you commit? Is there time built in at the start of every appointment to discuss what you want?
At Reverie, every appointment includes a full consultation in the chair, at no extra charge. If you want to meet us before you commit to anything, a standalone consultation is $50 for 15 minutes, or $150 for 30 minutes with Sal — and that fee is credited in full toward any service or any product at Reverie within 30 days. You meet your stylist, see the space, discuss your goals, and leave with a written plan. If a salon won’t give you that, ask yourself why they’re afraid to let you preview the experience.
Products tell a story
What a salon carries tells you about their values. Mass-market brands purchased wholesale suggest a volume-first mindset. Curated, professional-only lines suggest a salon that cares about what goes on your hair.
We carry Davines, K18, and Cult and King. Each chosen for specific reasons: Davines for daily care and sustainability, K18 for molecular repair, Cult and King for clean styling. We don’t carry everything — we carry what works.
Reviews that matter
Skip the generic five-star reviews. Look for reviews that describe specific problems that got solved, mention the consultation process, or reference repeat visits over time. Long-term clients who keep coming back are the real endorsement.
Come decide for yourself
Book a consultation at Reverie in River North — $50 for 15 minutes, or $150 for 30 minutes with Sal, credited in full toward any service or product within 30 days. Walk in, meet the team, see the space, ask questions. If it feels right, great. If not, no hard feelings — you keep the written plan either way. We want clients who chose us deliberately, not by default.
