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, a partial balayage starts around $165, full services run $225–$350+. Those prices reflect 2+ hours of undivided attention from senior-level artists.
The consultation culture
How a salon handles consultations tells you everything. Do they offer complimentary consultations? Do they encourage questions? Is there time built in at the start of every appointment to discuss what you want?
We do free consultations at Reverie — before you commit to anything, you can meet your stylist, see the space, discuss your goals. If a salon doesn’t offer this, 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 free consultation at Reverie in River North. Walk in, meet the team, see the space, ask questions. If it feels right, great. If not, no hard feelings. We want clients who chose us deliberately, not by default.
