Beauty Industry CEO: Turning Stylists Into Six-Figure Earners

Summary

Living Your Legacy with Rudy Mawer

Episode: Beauty Industry CEO: Turning Stylists Into Six-Figure Earners
Guest: Tara Dominguez
Date: February 16, 2026

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Episode Theme & Purpose

This episode features Tara Dominguez, founder of 303Salon Lohi and Five Star Beauty Coach. Tara shares her journey from losing a major financial investment to building a thriving salon business and ultimately becoming a mentor for beauty professionals. The conversation centers around entrepreneurial resilience, building a people-centric brand, and actionable strategies for stylists and salon owners to grow both income and impact.

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Key Discussion Points & Insights

1. Tara’s Backstory and Setbacks

• Early Ambitions: Tara, originally from Guam and raised in Colorado, always had a vision to lead and serve others—even while working at JCPenney after hair school. (02:45)

• Entrepreneurial Leap: With little business knowledge, she opened her first 900-square-foot salon after renting a chair. (03:21)

• COVID Crisis: Just before the pandemic, Tara purchased a new building, investing nearly $500,000, only to see everything come to a halt. This led to significant financial loss and self-doubt.

  “I had essentially half a million dollars taken from me. And so then I had to wake up every day and just be like, okay, do I just give up like this dream that I have and reality is so different. And I just kept pushing through and I knew there was no other option and I just had to keep going.”
  —Tara Dominguez (04:17)

2. Transition from Stylist to Business Owner & Educator

• Personal Transformation: Tara emphasized the need for stylists to evolve from "just loving hair" to adopting a business-owner mindset.

  “I think to go, you know, to seven figures in these sort of industries, you have to lose the hairdresser identity. And you have to be like, I'm a business owner that owns multiple branches and locations and products.”
  —Rudy Mawer (05:25)

• Building the Brand: She focused on developing a client-centered environment and building trust, leading the salon to an impressive 1,600 five-star Google reviews. (06:50)

  “We started just really caring for our clients one person at a time, one set of hair at a time, and building our brand... I think just looking at our small space that we had, I knew I could duplicate that.”
  —Tara Dominguez (06:50)

3. Helping Stylists Build Six-Figure Businesses

• Addressing the Knowledge Gap: Tara noted that many new stylists leave school without the business know-how to build a sustainable clientele or significant income.

  “This industry is so big right now... But we don't really know what to do when we get out. We don't know how to build a clientele. We don't know how to make the six figures.”
  —Tara Dominguez (05:02)

• Developing Confidence and Personal Branding: Tara helps stylists step out of their comfort zones, craft their unique personal brand, and cultivate the relationships needed to build a loyal clientele.

  “Your first impression is everything... just creating that personal brand and just asking yourself, 'How can I get that person?' Because if they spend money with you one time and they don't come back, then what was the point?”
  —Tara Dominguez (08:17)

4. Actionable Business and Leadership Tips

• Lead by Example: Tara maintains close involvement in her salon, modeling the work ethic and standards she expects from her staff.

  “There's nothing that my staff knows that I wouldn't do... I'm not afraid to do what I'm asking them to do.”
  —Tara Dominguez (08:53)

• Hire Slow, Fire Fast: She emphasizes the importance of controlled, thoughtful hiring to protect salon culture and reputation.

  “Don't be afraid to fire fast and hire slow. Really understand that especially in my industry, if you just start hiring anybody to fill chairs and to grow your brand, that can well the reputation.”
  —Tara Dominguez (09:21)

• Client Experience is Everything: Negative experiences linger for years, so each interaction matters—both for loyalty and word-of-mouth.

  “What do they say—if you have a good experience you tell one person; if you have a bad experience... you tell everyone, even years later.”
  —Tara Dominguez (10:35)

5. Guidance for Aspiring Independent Stylists and Salon Owners

• Leave with Integrity: When moving on from a salon, Tara urges stylists to do so ethically and with open communication.

  “Make sure that first off, you're doing it with integrity... Let them know that you're going to do your own thing.”
  —Tara Dominguez (11:34)

• Persistence Matters: Progress is gradual, but consistency and resilience are critical:

  • “Keep going, keep showing up... When you have a hard day, just keep showing up for yourself.” (11:57)

• Timeline to Success: With her guidance, Tara believes a driven new stylist can earn six figures within 12 months, and a motivated salon owner can scale to seven figures in the same timeframe. (12:25)

  “I could show you as a new stylist how to make six figures in 12 months. And I can show any salon owner that has drive and has a vision how to hit seven figures in 12 months.”
  —Tara Dominguez (12:44)

6. Mindset and Growth Lessons

• Right-sizing Growth: Bigger isn't always better. Evaluate scaling based on organic opportunity and real need, not just for prestige.

  “Just really ask yourself, am I doing it because we can do this and we're really growing out of the space, or am I doing this just because, you know, a bigger space is better, cooler. When I go to franchise and do different things, like smaller is always better for me.”
  —Tara Dominguez (12:57)

• Normalizing Failure: Building a business requires accepting daily setbacks as part of the process.

  “I don't go a day without disappointment, failing, putting fires out... but I think it's just now it's like bring it on. There's been things I've been through that I never thought I could get over or past... but it's what happens.”
  —Tara Dominguez (13:25)

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Memorable Quotes & Moments

• “The way that you make people feel from the inside out is everything good.” —Tara Dominguez (07:11)
• “If they spend money with you one time and they don't come back, then what was the point?” —Tara Dominguez (08:17)
• “Keep serving people.” —Tara Dominguez (11:57)
• “Bigger is not always better. Smaller is always better for me.” —Tara Dominguez (12:57)
• “I don’t go a day without failing.” —Tara Dominguez (13:25)

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Timestamps for Important Segments

• Tara’s Financial Setback & Comeback: 00:00–04:54
• Creative Identity vs. Business Owner Mindset: 05:25–06:25
• Building Client Experience and Brand Reputation: 06:26–07:33
• Helping Others Achieve Six-Figure Incomes: 07:46–08:43
• Actionable Business & Leadership Tips: 08:53–09:53
• Handling Client Relationships & Trust: 10:02–11:18
• Advice for Going Independent with Integrity & Realistic Timelines: 11:34–12:44
• Mindset, Right-Sizing, and Failure: 12:57–13:49
• Contact Info & Coaching Resources: 14:02–14:37

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How to Connect with Tara Dominguez

• Website: fivestarbeautycoach.com
• Podcast: The Tara Danielle Show
• Instagram: @taradanielle
• Free Resources: Guides on reaching six figures as a stylist and seven figures as a salon owner available on her website.

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Final Takeaways

This episode is a must-listen for beauty professionals and aspiring entrepreneurs trying to bridge the gap between creative passion and sustainable business success. Tara's approach proves that resilience, empathy, and purposeful leadership are the keys to leaving a legacy—inside and outside the salon.

Transcript

[Rudy]

You lost half a million dollars or so you invested in this and then it shut down.

[Tara Dominguez]

I had essentially half a million dollars taken from me. And so then I had to wake up every day and just be like, okay, do I just give up like this, this dream that I have and reality is so different. And I just kept pushing through and I knew there was no other option and I just had to keep going.

[Narrator]

Tara Dominguez is a visionary beauty industry powerhouse and the founder of 303Salon Lohi and five star beauty coach. Her work reflects commitment to excellence, empowering beauty professionals to build thriving businesses rooted in service, confidence and lasting impact.

[Tara Dominguez]

I feel like so many men and women are going to school to do hair, but we don't really know what to do when we get out. We don't know how to build the clientele, we don't know how to make the six figures. I could show you as a new stylist how to make six figures in 12 months. And I can show any salon owner that has a has drive and has a vision how to hit seven figures in 12 months.

[Rudy]

So if someone's listening, they have a local business or sort of a client based business like this or their hairstylist. What are a few business tips you've got for them over the years?

[Tara Dominguez]

I would say.

[Rudy]

It spans the globe like a super high cold Internet Elvis.

[Podcast Host/Interviewer]

Ready for free.

[Rudy]

Today, Apple is going to reinvent the phone.

[Podcast Host/Interviewer]

It's not over until I win. The Living youg Legacy podcast for those who live to leave a legacy that's extraordinary. The impossible has been. Oh, that is sensational. Jordan, open Chicago with the lead. You said Paul is the fastest man on the planet. You can live your dream.

[Rudy]

Hello and welcome back to another episode. I'm sat here today with Tara and we're going to talk about hair, but not just about my red hair or her hair. About her hair empire that she's building. She went from losing it all to building a big hair salon of herself and now she's teaching other people the entrepreneurial business side of that industry, which is what I love. I started in fitness, made a fitness business, and then I started teaching other people how to grow a business. So very similar path. So excited. Welcome to the show.

[Tara Dominguez]

Thank you. And Rudy, you have the best hair.

[Rudy]

Thank you.

[Tara Dominguez]

I'm like literally thinking about turning my hair bright pink and copying you and buzzing the sides.

[Rudy]

As you know, it's a lot to maintain. The red washes out so I just redyed it. Yeah.

[Tara Dominguez]

Do you think I should buzz my sides and Go hot pink.

[Rudy]

You should be P pink or. I like color. You know, I'm very, you know, colorful.

[Tara Dominguez]

You have great.

[Rudy]

Thank you. So let's talk about it. So tell us. Let's start from the ground up. You know, I mentioned you lost it all. You've now got the hair salon and you're educating. What's the backstory?

[Tara Dominguez]

Yeah, so I didn't lose it all. I definitely lost some of it. I lost a lot of money. Transition, you know, we all want to scale and go bigger, and I did all that during COVID So I was born in Guam, raised in a small town in Colorado. My dad was in the Air Force and went to a small town. Was totally checked out. I actually didn't find out that I was graduating until the day of graduation. Totally checked out. I always say if I could go back now, I'd probably do better if I was more interested, but. And then I moved to LA right after hair school when I was 18, went to makeup artist school there and then came back to Denver, worked at a JCPenney. So that's where I started my career.

[Rudy]

Okay.

[Tara Dominguez]

And yeah, I just, I knew I had a bigger vision. I was one of those, I don't know if, you know, I think you always knew, kind of be an entrepreneur, but I knew I wanted to lead people. So started at JC Penney's, moved to a little booth where I just rented a chair and. And then cash all in with a little bit of savings that I had and opened up a 900 square foot salon. No clue what an LOI was. I had to Google what that meant. And it. Yeah, it did really well. And then I. Right before COVID I purchased a real estate building where my new salon is. And everything kind of went downhill because, like, everybody right during COVID and just cashed all in on myself and building a great team. And so.

[Rudy]

And let's stay on that. So, you know, because I know that's the part of the, you know, nearly lost it all is a better way to say it, but you lost half a million dollars or so you invested in this and then it shut down. Talk is, how did you get through that? What did you think at the time?

[Tara Dominguez]

Yeah, so I. I purchased this huge building and then. Which is a story for a different day, but I had essentially half a million dollars taken from me. And so then I had to wake up every day and just be like, okay, do I just give up because I owe a lot of money back or do I keep going? And I mean, I remember and I know, I've heard your story, but I remember waking up so many mornings just like, I'm just gonna give up. I'm just gonna just stop. Like this. This dream that I have, and reality is so different, and I just kept pushing through and I knew there was no other option, and I just had to keep going.

[Rudy]

Yeah, good. And then fast forward to today. Let's talk about the success now and the, you know, the education.

[Tara Dominguez]

So we have. We just launched our hair extension line, which is super exciting, but what I'm super passionate about is taking hairstylists who are fresh out of school. Because this industry is so big right now, I feel like so many men and women are going to school to do hair, but we don't really know what to do when we get out. We don't know how to build a clientele. We don't know how to make the six figures as salon owners. I mean, even seven figures in this industry is so hard to do and so hard to make any money.

[Rudy]

Well, I think to go, you know, to seven figures in these sort of industries, you have to lose the hairdresser identity. And you have to be like, I'm a business owner that owns multiple branches and locations and products. And it's like, you know, in most industries, it's hard to make that transition because 90 of your industry, they start because they love hair.

[Tara Dominguez]

We're creatives. Right. Artists, essentially. Like, we didn't sign up to be therapists and business builders and all of these things.

[Rudy]

Yeah, yeah. And very similar in a way to personal training because, you know, you like fitness. So you're like, well, I. This would be fun to be in a gym all day.

[Tara Dominguez]

Yeah.

[Rudy]

And then you get clients and they tell you their life story and you know, how they hate their spouse.

[Tara Dominguez]

You go home and you're like, you should have paid me a lot more money for that.

[Rudy]

And then you have to learn the business side, you know, getting clients and filing taxes and advertising and. And so it's very similar journey. But how do you. So how. Well, I'd love to ask two parts. What were some things you found when growing your local salon to. To the success it had? Let's start there.

[Podcast Host/Interviewer]

Yeah.

[Tara Dominguez]

So what I found is, you know, I feel like, so we all want to go big, but starting small is kind of like you have to. You have to foundation and so you have to build, you know, you have to do the day to days. You have to figure out the books and, you know, clean the bathrooms and do all of these things and build the Right. Team. And I always say, like, reality versus a dream are two totally different things. And so starting small is awesome. Like, we built. I think we're at almost 1600 five star reviews on Google.

[Rudy]

Wow.

[Tara Dominguez]

Which for salon, I'm like, I literally challenge you to go find another salon in the world that has that. And so we just. We started just really caring for our clients one person at a time, one set of hair at a time, and building our brand. And, you know, leading a team is a totally different than, you know, you have a ton of employees.

[Rudy]

Yeah, yeah.

[Tara Dominguez]

And they look up to you and they. At the end of the day, it's up to you. Right?

[Rudy]

Yeah. Yeah.

[Tara Dominguez]

To take it to the next level. So I think just looking at our small space that we had, I knew I could duplicate that. And we were just. Just serving people and making them feel a certain way was so important to me. Like, I was like, I don't. I don't care if you. I would probably do hair for free all day if I could, but I can't do that. But I just. The way that you make people feel from the inside out is everything good.

[Rudy]

And then let's transition now. How are you helping other hairstylists? You know, are you helping them find the locations and start the business on that side or just learning how to get clients or both?

[Tara Dominguez]

So I think the number one thing that I hear from women and men that have been in the industry or fresh out of school is how do I get clients? And so I help them really figure out how do we gain the confidence, first of all, to be able to be an artist who now has to go out and have conversations with people and then for like two to four hours in your chair. And so I really transformed them of how can we personal brand you and how can we get you out there? What do we do to get clients.

[Rudy]

If they don't teach you?

[Tara Dominguez]

This is stuff they don't teach you.

[Rudy]

On the personal training course. They didn't teach one thing about the business of, like, getting any clients.

[Tara Dominguez]

But. And you know this too, of how to get them to come back. Your first impression is everything, like your red hair. That's one of the reasons that I wanted to be on this. I'm like, I gotta meet the guy with the red hair. And so I think, you know, just creating that personal brand and just asking yourself, how can I get that person? Because if they spend money, money with one time and they don't come back, then what was the point?

[Rudy]

Yeah. Yeah.

[Tara Dominguez]

And so just getting stylists out of their comfort zones and learning how to really get them back in and build that clientele.

[Rudy]

Good.

[Podcast Host/Interviewer]

So.

[Rudy]

So if someone's listening, they have a local business or sort of a client based business like this or their hairstylist. What are a few business tips you, you've got for them over the years?

[Tara Dominguez]

I would say lead by example.

[Rudy]

Okay.

[Tara Dominguez]

That is huge. There's nothing that my staff knows that I wouldn't do.

[Rudy]

And you're here now, your staff are running.

[Tara Dominguez]

Yes. Yeah, yeah. They're all running the show. They do better when I' there but I just, I'm not afraid to do what I'm asking them to do.

[Rudy]

Sure.

[Tara Dominguez]

And so obviously, you know, you get to a point where you can't do everything, but they know that I'm not afraid to do what I'm asking them to do.

[Rudy]

Yeah, yeah, good. What. So lead by example. Any other tips?

[Tara Dominguez]

I would say always trust your gut. Definitely. And you know, when you are building a team, don't be afraid to fire fast and hire slow. Really understand that especially in my industry, if you just start to hiring anybody to fill chairs and to grow your brand, that can well the reputation.

[Rudy]

So yeah, I can see.

[Tara Dominguez]

I've hired fast before just to fill chairs. You know, I have a 15 chair salon.

[Rudy]

Yeah.

[Tara Dominguez]

And then.

[Rudy]

Well, hair's one of the things that can be like the worst nightmare if it's wrong.

[Podcast Host/Interviewer]

Right.

[Tara Dominguez]

You're dealing with a whole bunch of personalities in a very small space.

[Rudy]

Well, I'm just the clients too. Like I, I remember I've had one bad haircut in my life and it was like made me nervous for like 10 more years to find a hairstylist.

[Tara Dominguez]

Did you tell your hairspend and every time you had a new hairstylist you tell them.

[Rudy]

Yeah, that's what I mean. So you have this like trauma. Right. So it's like, you know, I wasn't paying attention. I just moved to America. I was trying a couple of new places and I'm like on my phone and you know, I wanted it short on the sides and then I. It wasn't as long as this back then it was like half the length. But then like I look up and she's like keeps taking the razor into the more like middle years. And you know, I was just a college. It wasn't the end of the world. It was. But to me at the time it was very upsetting. But it's just like you realize how important hair is to people.

[Tara Dominguez]

What do they say if you have a good experience you tell one person if you have a bad experience. Well, you're still probably telling. You, telling me on your podcast.

[Rudy]

Yeah, yeah, yeah. And then it was just funny because, like, you know them from ever in. I would be like, I would show hairdressers, like, I want this exact style, and then I'd be like, watching them, like, you know, the whole time to make sure they didn't go go too high. So.

[Tara Dominguez]

Well, real quick, who does your red hair? Did you find somebody that has mastered it? Because it's not easy.

[Rudy]

Not the red side. So I just, you know, when I moved to Miami, I just looked for, you know, hairstylists that would. Had done a lot of cool highlights and colors and then paid that person.

[Podcast Host/Interviewer]

Yeah.

[Tara Dominguez]

Because I'm looking at your hair, I'm like, okay, you got natural black.

[Rudy]

Yeah.

[Tara Dominguez]

So I don't know if you know this, but we got to strip it to a real high level in order for that red to be vibrant.

[Rudy]

Takes a few hours.

[Tara Dominguez]

So I would be peeing my pants if I was doing it. But it looks great.

[Rudy]

No, it looks good. Thank you. So let's talk about the hairdresser. Now, someone's listening to this, and they are. You know, maybe they're in a. They're just qualified or they're in a salon, but they're not really fulfilled and they want to maybe go out and do their own thing. What's some tips you'd give them?

[Tara Dominguez]

I would say make sure that first off, you're. You're doing it with integrity.

[Rudy]

Yes.

[Tara Dominguez]

So you want to make sure when you're leaving that that owner who has just poured into you. I've seen this a lot.

[Rudy]

Yeah, that's tough.

[Tara Dominguez]

Remember, like, leave with integrity and ask them. Let them know that you're going to do your own thing. Because a lot of the times, like, I have a bunch of stylists that have left and have started their own salons.

[Rudy]

Yeah, yeah.

[Tara Dominguez]

And I as like, okay, I helped them do that. And it would also be, keep going, keep showing up. Like, kind of learn the business side, what you learn as you go to. And when you have a hard day, like, just keep showing up for yourself, because I think that's super important. Keep serving people.

[Podcast Host/Interviewer]

And what.

[Rudy]

What's the, you know, the time frame? Right. If someone's, you know, trying to start their own gig, should they look at this, hey, it's going to be a year to take off. Six months, two years. What. What's a good expectation?

[Tara Dominguez]

I think it all depends. It took me a while because I didn't know anything. I didn't have a business background. I had no clue what I was doing. I just knew that I love to serve people and I love to do hair. But I would say if I were to go back right now, I could show you as a new stylist how to make six figures in 12 months. And I can show any salon owner that has a. Has drive and has a vision how to hit seven figures in 12 months.

[Rudy]

Great. And last couple of questions more. As you were the entrepreneur, you know, you had these ups and downs, this building and problem. What's a couple of lessons or tips from the mindset business side you. You would teach or wish you had known?

[Tara Dominguez]

I think when you're ready to scale and go bigger, just really ask yourself, am I doing it because we can do this and we're really growing out of the space, or am I doing this just because, you know, a bigger space is better, cooler. When I go to franchise and do different things, like smaller is always better for me. You know, in the salon industry, like a bunch of small space salons is the way to go.

[Rudy]

Yeah.

[Tara Dominguez]

Yeah.

[Podcast Host/Interviewer]

Good.

[Tara Dominguez]

For sure.

[Rudy]

What about anything around handling failure?

[Tara Dominguez]

I mean, it's part of it. There's there. I don't go a day without failing.

[Rudy]

Sure.

[Tara Dominguez]

I don't go a day without disappointment, failing, putting buyers out. Like I'm sure you do all day, but I think it's just now it's like bring it on. So there's been things I've been through that I never thought I could get over past or that I'm still in business and it's like it's what happens.

[Rudy]

Yeah. You get used to it eventually. Yeah.

[Tara Dominguez]

Yeah, that's part of it.

[Rudy]

Good. So last question. Someone's listening. They want to learn more about you or maybe, you know, engage in your services to help them grow or even if they're in town, check out the salon, tell them how they find you. Where do they go from here?

[Tara Dominguez]

So you can go to www.fivestarbeautycoach.com, which is my coaching and mentoring website, where they can. I have a podcast at the Tara Danielle show and my Instagram, which I'm pretty active, is Tara Danielle.

[Podcast Host/Interviewer]

Great.

[Rudy]

And best place to start if their hairsty. They want to learn more. Right. Do you have any content, podcasts, anything else?

[Tara Dominguez]

Oh, I have an awesome. I have a freebie that's like how to go six figures as a new stylist in 12 months. How to go seven figures as a salon owner in 12 months. And it's all free. All you have to do is go to my website at www.fivestarbeautycoach.com and they can get all of it for free.

[Podcast Host/Interviewer]

Love it.

[Tara Dominguez]

Yeah.

[Rudy]

Well, that's a wrap, guys. I hope you enjoyed this episode learning, you know, this whole story and the ups and downs of entrepreneurship and, and, you know, building, you know, a great business. A lot of people, they get stuck as the creative, like you said, and then maybe some of them create, you know, the salon eventually and. But they, you know, often struggle to get it off the ground. And now you've got that where it's kind of running without you almost. And now you're empowering other people in your industry. So it's truly awesome to go through those three steps. So I hope that inspired you. And obviously, if you're listening in the hair space, then obviously check out all the services and coaching and support and keep working hard to build your own legacy. And I'll see you guys soon. Take care.