company profile

American Culture is a hairdresser and family owned professional beauty industry business founded in 2001 by Louis and Doreen Guarneri.

Louis Guarneri is a third generation industry veteran who began his career in product distribution with lines such as ARTec, Scruples, Joico, and Farouk.

Doreen Guarneri, his wife, is a hairdresser with over 25 years experience as a cutter/colorist, salon owner, platform artist and product developer. American Culture stands for freedom of expression, individuality and creativity.

The philosophy is simple: to define the culture of hair care through a non-demographic approach that spans all generations and bridges all ethnicities. Their approach to product development is to create out of the box, high quality and performance products that excite hairdressers and elevate their craft, along with at home maintenance products that enable consumers to replicate the salon look at home. Located in Long Island, New York, all American Culture products are developed and tested at their own salon location — The Look Spa Salon, an American Culture Premiere Institute. All products are created first and foremost with the integrity of the hair as prime importance. American Culture products are developed with only the finest high quality ingredients available and are never tested on animals.

American Culture brands include Simply Smooth Keratin Treatments, Pure NV Botanical Keratin Treatments, pure BLENDS,  The Cure Tools, as well as Pure Color, which is soon to be launched in the US. Simply Smooth is a professional Keratin Treatment line that enables the hairdresser to customize the smoothing service to the need and desire of each individual client. Simply Smooth xtend keratin replenishing products have been designed for the client to continue the care and longevity of their smoothing service at home through shampoos, conditioners, styling and finishing products. Simply Smooth Keratin treatment products leave hair soft, smooth and frizz-free. For clients who desire a straight style, Simply Smooth also offers Simply Smooth & Straight, an innovative keratin straightening system.

American Culture has built a “culture team” of educators whose mission and purpose is to train and motivate fellow hairdressers to reach new levels and become well-rounded in their art. They are creative, high energy individuals with a strong background in styling, with exceptional communication skills. Each week American Culture’s “culture team” conducts salon classes, product knowledge classes and appear at private and major trade shows all around the country.

Dedicated to fulfilling the individual styling needs of all cultures, American Culture is internationally distributed and currently sold in countries including the US, Puerto Rico, Canada, Mexico, Italy, Spain, Australia, Russia and South Korea.

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