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Meet Sam Divine of Society in West Hollywood

Today we’d like to introduce you to Sam Divine.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
After being inspired by an article I read about Sally Hershberger, I turned down college and moved to LA shortly after graduating high school to attend Vidal Sassoon Academy in Santa Monica. At that point in my career my dream of all dreams was to work with Sally and her incredibly talented team at the LA salon. When I graduated from Sassoon Academy I immediately went to apply and was lucky enough to land an assistant position. After a little over a year of assisting between the LA and downtown NY salon, I earned the position of a full-time stylist. Over the next 3 years I was living my dream working in the salon and on set, I couldn’t have been happier.

I’ve always had an entrepreneurial spirit but it wasn’t until Drybar gave birth to a pretty dynamic shift in my industry that something sparked inside me. Women who previously were spending $85+ on a blow out began valuing not just quality and big name stylists but frequency and convenience. For me it became clear that this wasn’t just some trend that women were following but something that they really really wanted that brought more value to their lives. It wasn’t a trend, it was just the beginning.

Society stemmed from my business partner and my obsession with making people look and feel amazing. We wanted that to transcend everything we did all while giving women and men everything they wanted (even if they didn’t know it yet). It needed to be inherently cool but inclusive, chic AF but so easy. So we created a monthly membership that allows our community unlimited access to LA’s top stylists for cuts, color, and blowouts.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
I’d love to say it has been smooth but as with any new business we’ve had our moments.

The one that stands out more than anything started from day one. We had clients coming in for their first visit and they were coming up to the front desk so incredibly happy. I would start talking with them asking about their experience and they would start asking me about our business model, how it worked and how we planned on being able to accommodate the entire city on an unlimited basis. So I would explain how it works to them in pretty vivid detail. They would look back at me and with a playful skepticism in their tone tell me how much all of their friends would love us but they weren’t going to tell anyone so that they could make sure they always get the appointments they want. The funniest part about this story is that it wasn’t a 1 or even a 2 time thing. This literally happened for the first two to three months with multiple clients a day. We got creative after that and implemented a referral program that would credit our members one month of their membership dues for every new member they referred in. We actually had two girls that referred so many new clients in that they got an entire year of unlimited blowouts for free.

Please tell us about Society.
We’re a membership based, full service salon in West Hollywood. We feature memberships that give our clients exclusive access to unlimited blowouts, cuts, and color with LA’s top stylists and colorists.

One of the kinda cool things about us is that we pride ourselves on being human-forward—that means we don’t just value the people that sit in our chairs, but those that stand behind them, as well. For me this is what I’m most proud of, a team of the most exceptional and talented souls I have ever met.

If you had to go back in time and start over, would you have done anything differently?
Over the last 3 years the growth we’ve experienced has been exponential and the lessons we’ve learned numerous, but both have lead us to where we are today. It’s hard to imagine changing any one thing and finding ourselves on a different course.


  • The Social – Unlimited blowouts $120/month or $150/month on a month to month basis
  • If membership isn’t for you we have this package …. The Social-lite – 3 blowouts $100

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