Lucero Hair & Wellness

Written By Morgan Olsen

Joshua Lucero, owner Lucero Hair & Wellness

When Joshua Lucero launched Lucero Hair & Wellness in 2023, he didn’t just open a salon — he created a sanctuary. As a stylist with over a decade of experience, Joshua saw how traditional salons often force people into boxes: men’s cuts, women’s cuts, tipping expectations, jargon that excludes. He envisioned something different: a space that charges by time, not gender.

The journey wasn’t easy. Joshua admits the hardest part was navigating the paperwork, licensing, and business setup — no one teaches you how to build an inclusive, socially rooted salon from scratch. But he leaned into community: asking other salon owners, attending local meetings, learning the systems. His persistence paid off.

Today, Lucero Hair & Wellness has become a beloved cornerstone of Salt Lake City. Over 5,000 clients have walked through their doors, drawn not only to expert hair care — haircuts, vegan color, hair replacement, beard trims — but to a philosophy of trust, respect, and belonging. The studio is rooted in sustainability, too: they recycle where possible (yes, hair too) and use eco-conscious products.

In just 2.5 years, Lucero has amassed more than 25 award nominations, a marker of how powerful their mission resonates across communities. (And they’re not done: a second location is in the works for 2026.) This isn’t growth for growth’s sake — it’s growth grounded in purpose.

For Joshua and his team, success isn’t measured only in revenue. It’s about creating a space where clients feel safe, affirmed, and free to be themselves. It’s about building a business that gives back — offering free or low-cost haircuts to those in need, working with local shelters, and partnering with community organizations.

At Durable, we celebrate Lucero because they embody what it means to build with intention — a business that doesn’t just scale, but uplifts. Here’s to Joshua and the Lucero team, proving that meaningful growth starts with heart.

Learn more about Lucero Hair & Wellness:

Morgan Olsen

Morgan is in charge of community and communications with Durable. She loves doing puzzles, binging a good show, traveling, and spending time with her husband and two children.

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