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SEARCHAs Owner David Wagner celebrates the 40th anniversary of Juut Salonspa, he reflects on how the industry has evolved over the decades, and how his Daymaking philosophy has stood the test of time.
David Wagner tries on a 40-year-old shirt from his first salon.
This year, Juut Salonspa celebrates its 40th anniversary. As I reflect on these past four decades, I’m struck by how much the beauty industry has evolved—and yet, how much of its heart remains exactly the same.
When I opened my first salon, Salon Salon, in Minneapolis in 1985, I couldn’t have imagined the ways our industry would transform. Styles, tools, products, technology, and cultural influences have shifted dramatically, but the essence of why we do what we do has stood the test of time.
From the scrapbook, (clockwise from left) Aveda Founder Horst Rechelbacher with Wagner, Rechelbacher cutting hair, a profile of Wagner (check out that hair) in a local paper and Salon Salon in Minneapolis.
When Juut’s story began, beauty was all about volume, perms, and bold color. Hair was big, makeup was dramatic, and clients came to the salon seeking transformation that matched the energy of the era. Beauty was power, and the salon chair was the stage.
The ’90s pulled back the excess of the ’80s. Sleek, minimalist styles emerged alongside the raw, undone edge of grunge. Choppy cuts, textured finishes, and natural tones reflected a cultural desire for authenticity and rebellion.
From Jennifer Aniston’s “Rachel” cut to red-carpet beauty, celebrities became the ultimate reference point. Salons buzzed with guests bringing in photos of their favorite stars. Flat irons, layered cuts, and glossy lips dominated the decade.
The rise of Instagram, YouTube, and TikTok changed everything. Beauty trends no longer trickled down from the runway or magazines, they went viral overnight. Balayage, contouring, pastel hair, and “glass skin” spread through tutorials and screenshots. Stylists became influencers, and education went digital.
Today, beauty is about authenticity. Guests want styles that reflect who they are, not who they’re told to be. Inclusivity and diversity are shaping our industry in profound ways, and the clean beauty and wellness movements are merging artistry with health, mindfulness, and sustainability.
In 2008, Juut Salonspa captures top honors in our SALONS OF THE YEAR.
Alongside fashion and cultural trends, the business of beauty has undergone seismic shifts:
Consolidation of Product Companies: Independent brands that once defined our
shelves have been absorbed into global corporations, changing the nature of innovation
and distribution.
Distribution Evolution: Where once the local distributor was the lifeline of every salon, today consolidated networks and digital platforms have taken center stage.
Online Sales: E-commerce has rewritten the rules of retail, requiring salons to rethink how they deliver value beyond convenience.
These changes have demanded resilience, reinvention, and a return to what truly differentiates
us: the human experience.
Various reprintings of Wagner's book Life As a Daymaker.
At Juut, that human experience has always been grounded in one simple idea: Daymaking. Born in the late ’80s and shared with the world through my book Life as a Daymaker, this philosophy is rooted in the belief that we can change the world by making someone’s day.
Daymaking is not a marketing slogan—it’s a mindset. It’s the extra smile, the listening ear, the artistry that helps someone feel seen and valued. What started as a way to describe the unique spirit of our salons has grown into a philosophy that resonates throughout the beauty industry and beyond.
Since its inception, I’ve seen Daymaking influence how salon professionals view their work. It reframed what it means to be a stylist or service provider—from “doing hair” or “selling services” to uplifting humanity. It gave meaning and language to what so many of us were already doing intuitively.
A Daymaker shares his ink.
One of the most inspiring things about Daymaking is its universality. Over 40 years, our salons have held multiple generations under one roof—Boomers, Gen X, Millennials, Gen Z, and now even Gen Alpha. Each generation has its own style, its own aspirations, and its own way of working. At times, those differences can feel vast.
And yet, Daymaking crosses every generational divide. The desire to make someone’s day—whether through artistry, care, or kindness—connects us all. It gives common purpose to a 25-year-old stylist just starting out and a 55-year-old stylist with decades of mastery. It creates alignment in a way that trend, technology, or compensation models never could.
In fact, I believe the world needs Daymakers now more than ever. In an era marked by disconnection, division, and digital overwhelm, the simple act of being fully present with another human being is radical. And beauty professionals are uniquely positioned to do it—one guest at a time.
Despite all the change, some things have never shifted:
The Salon as Sanctuary: Guests continue to seek not just services, but connection, care,
and renewal.
Artistry and Craft: Creativity and skill remain the backbone of our industry.
Transformation as Power: Beauty has always been about more than appearance—it’s
about confidence and healing.
Relationships First: Guests may remember the style, but they always return for the trust
and the person behind the chair.\
As we move into the next 40 years, I believe beauty will continue to evolve at the speed of culture.
Technology, commerce, and generational change will keep us on our toes. But the essence of what we do will never change: uplifting humanity through beauty.
That’s the promise of Daymaking. It’s why we started, it’s why we’re still here, and it’s why the future of our industry is brighter than ever.
Here’s to the past four decades of transformation, and to a future where Daymakers lead the way.
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