OUR STORY

Where it all started.

American Culture is a hairdresser owned family beauty business founded by husband and wife Louis & Doreen Guarneri. Louis & Doreen grew up, together, in the beauty industry & have multifaceted experience from distribution, education, platform artistry, salon ownership, & manufacturing. 

 

Their personal goal was to introduce a brand that would excite hairdressers & elevate their craft, while spanning generations & uniting all cultures.

LOUIS GUARNERI

A third generation beauty industry veteran.

Louis' family, starting with his grandfather, owned and distributed hair products in New York for more than 70 years. Growing up in salons and at his father's distributorship, Louis longed to create his own product line.

 

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, 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. In 2001, Louis and his wife Doreen  launched their very first product line. 

Their inspiration was to create a company for hairdressers and clients that celebrated American heritage, so appropriately, they named their company American Culture. 

 

Their desire was to create out of the box, high quality and performance products that would excite hairdressers and elevate their craft, along with at home maintenance products that enabled consumers to replicate the salon look at home.

DOREEN GUARNERI

Recognized for raising the bar in the beauty industry.

 

Doreen is a passionate master of her craft & thrives on sharing techniques & information with her fellow artists & 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 & colorist, beauty store manager, distributor, platform artist, international educator, salon owner & manufacturer.

With a true passion for the business, she is pleased to have worked with many of the most celebrated artists known today. Doreen has done the hair for New York Fashion Week, working with designer Way Zen for JSong, Carolina Herrera for CH Carolina & Indashio. Her work has appeared in national consumer publications & on television.

 

Along with her talents in hairdressing & hair color, Doreen is a true Master Keratin Artist. Her goal is to educate hairdressers and consumers on the safety & benefits of keratin & how the treatments can be customized to meet every clients varied needs.

 

Doreen shares her time creating products & techniques for the professional hairdresser & providing education on American Culture brands nationally & internationally. In addition to her leadership & 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 clientele everyday.

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