Yaël Koskas founded 8 years ago the Before Beauty Bar, a concept that mixes beauty and events within expert and ultra warm salons. Passionate about beauty and communication, Yaël has created places that resemble her, where you can be pampered from head to toe and where you feel at home! On the occasion of the Shaeri x Before collab for Mother's Day, she answered our questions... and of course she has lots of hairtips to share!
So tell us Yaël, who are you?
I'm 35 years old, I've been passionate about beauty since I was a little girl, and it's been 8 years since I created Before Beauty Bar - with a first opening in Paris 17th. I've always loved relationships and events, communication... So I wanted to mix the worlds of beauty and communication!
Tell us about the Before Beauty Bar?
I wanted to create a place where we can find all the Beauty poles, a warm place where we feel like at home. You can have your hair done, makeup applied, waxing, tea, nails done, and without having to run to the beautician, hairdresser, manicurist etc... everything is in the same place, and with real experts of course! The human aspect is really at the heart of the concept: most of our experts have been there since the beginning of the Before, and I ask them a lot for their opinion! It is very important in the vision of the Before.
And events are a very important part of the Before Beauty Bar?
Yes, it's an integral part of our concept: it can be events in our salons, like EVJF, baby showers, birthdays... or other types of events completely different, with hair bars for brands, fashion shows, or media tutorials... It's quite varied, we touch a little bit of everything in the beauty event business. So I combine what I like: events and beauty!
Tell us about your hair... how is it? What is your relationship with it?
I was born in Morocco in Casablanca, and I always wore my hair very curly naturally until I was 12-13 years old. Then I became a little bit more coquettish, and I 'got into the world of blow-drying' very early - my mom being a hairdresser, she used to give me 'Mexican' blow-dries when I was little: in the evening after the shower, they put a big curler in the middle of your head, and they wrap your hair around it in one direction and fix it with clips, then you wait for it to dry, and they do the same thing on the other side! The next day, you take off your big roll, and you have super soft hair with a beautiful movement. I've always loved this 'in motion' look, and for me, blow-drying is really my favorite thing! And having thick hair I don't have a problem with volume - so it works well on my hair.
And with a mom who does hair, you had an expert to advise you!
Yes, my mom used to make my curlers when I was little, and then I learned to do my own hair. Then, as soon as I could, I went to the hairdresser, because it was very important to me! I went through several phases: I had very, very straight hair for years, and at one point I couldn't stand straight hair, and I wanted to have a bit of a Farrah Fawcett blowout!
We have our usual 3 questions we ask all of our 'Shaeri girls:
What's your #hairtop?
The first time I wanted to change and not do the smooth blowout, it was a revelation. Now I can't stand it if I don't have movement in my hair, I have to be wavy all the time!
What about your #hairflop?
When I was 17, I was on vacation in Morocco and did a straightener at a random hair salon... and lost some of my hair on top! Then I switched to straightening (less aggressive for the hair), and now it's been 2 years that I don't do anything, no more straightening, just care and brushings. I never leave my hair natural, except on vacations: then I tie it up, and I put oil, I moisturize it a lot... I don't have the same head on vacation at all!
And your #hairtips ?
I always use a treatment or a mask, no matter what! Because for us curly hair it is mandatory. And when I apply it, I detangle my hair in the shower with my Tangle Teezer brush (they sell them at Before!): it really makes the product penetrate well. I also always apply a serum before and after blow-drying!
And at Before, what are your clients' main requests for hairstyles?
For quick hairstyles, we often ask for wavy, braids, ties, and a lot of bohemian hairstyles. And if not, we have a lot of wavy hairstyles. In any case, my clients usually know what they want, but are very willing to give advice! There is a real listening and a real proximity to the Before... What we've managed to convey is that the clients are really at home, it's a friendly place.
Last question: what are the future projects for the Before?
We have been developing the brand license for more than a year, with a first point on the Reunion Island. And for Paris, the idea is really to focus on our existing salons and to "pamper" them, to continue to transmit this good mood, so that people continue to be happy to come. And finally, to continue to develop the whole event aspect because that's our strength, and that's what makes us different!
