Louis Guarneri is a third generation beauty industry veteran, whose family, starting with his grandfather, owned and distributed hair products in New York for more than 70 years. Growing up in salons and around beauty products, he was hooked since he was a young child. After school, Louis would spend his days at his dad’s distributorship, and remembers wanting to create a product line since he was a kid. While other boys were collecting baseball cards, Louis collected hair products and salon magazines! Although he always knew he would stay on the product side of the business, Louis attended cosmetology school in order to learn the art and technical side of hairdressing.
As a young adult Louis began as a sales consultant and soon after a sales manager in his father’s business, where he studied the salon side of the business. At the young age of 20, Louis, along with his then future wife Doreen, branched out and opened their first distributorship. It wasn’t long before they were a multi-line distributor carrying brands such as ARTec, Joico, Scruples, Farouk, Pureology, OPI, Essie, etc.
After 20 years in the distribution industry, Louis decided it was time to realize his lifelong dream of becoming a manufacturer, and launched his own product line. It was 2001, and Louis was inspired to create a company for hairdressers and clients that celebrated American heritage, and appropriated named the company American Culture. Louis’ goal was to introduce a brand that united the culture of people and hair care and that spanned all generations and ethnicities. His desire was 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 enabled consumers to replicate the salon look at home.
His goal was to design a distributor-minded company with an understanding that the salon stylist is the customer. “Stylists remain my biggest motivation, says Guarneri. “I want to go down in history as the company that gives back the most to stylists, and I want stylists to feel like they can become bigger and better because of my efforts.”
American Culture brands include Simply Smooth Keratin Treatments, Pure NV BKT, Cure Tools, and soon to be launched, Pure Color.
Recognized for raising the bar for the beauty industry, Doreen is a passionate master of her craft and thrives on sharing techniques and information with her fellow artists and clientele. Doreen takes a hair color approach to managing texture the way a hair colorist manages hair color. Doreen is a licensed hairdresser whose varied industry experienced over the past 25 years includes the role of salon stylist and colorist, beauty store manager, distributor, platform artist, salon owner and manufacturer. She has a true passion for the business and is pleased to have worked with many of the most celebrated artists known today.
Along with her talents in hairdressing and hair color, Doreen is a true Master Keratin Artist. Her goal is to educate hairdressers and consumers on the safety and benefits of keratin and how the treatments can be customized to meet every clients varied needs. Doreen shares her time creating products and techniques for the professional hairdresser and providing education on American Culture brands nationally and internationally. In addition to her leadership and spokesperson role with American Culture, Doreen runs a successful salon in New York appropriately named The Look Spa Salon, an American Culture Premiere Institute, where she works with her everyday clientele.