In 2000, Kendall Ong and Beate Assmuth-Ong, the founders of Mane Attraction Salon in Scottsdale, Arizona, had five dogs of their own and a passion for helping animals in need. But they knew the best way to help wasn’t to buy a farm and adopt more animals, so they started brainstorming ways they could get their salon team and clientele to help.

As a result, they launched Beauty to the Rescue, with a goal of giving unwanted dogs and cats in the county a second chance at life. Twenty-four years later, the salon’s new generation of owners, Chris and Jenny Knudsen, proudly continue that tradition.

On the first Sunday of every March, the salon’s entire team donates their services, offering haircuts, blowouts, hair treatments and braids to guests for a minimum donation. Local boutique vendors join in the festivities, donating items for raffles and a silent action, while area shelters host animal adoptions in the salon’s parking lot.

“Since the first year, the event has raised $440,000, and the last several years we’ve averaged between $15,000 to $19,000 a year,” says Chris Knudsen. “One hundred of the money we raise goes to the Phoenix Animal Care Coalition (PACC911), which brings together many animal welfare organizations throughout Arizona. The money we raise contributes to the medical bills of animals who need treatment or surgery, including spaying and neutering—before they can be considered for adoption. Last year, the money we raised helped 70 animals.”

The salon continues the support and awareness for the cause throughout the year, with a kickback contribution connected to a number of retail items. “For example, we carry eyewear from a local Tempe company and every time a client buys a pair of glasses, a can of dog food is donated,” Knudsen says. A section on the salon’s website describes the Beauty to the Rescue effort and features a Shop Button connecting to the retail websites of each of the boutique partners.

After so many years, Knudsen says the philanthropy has become a well-oiled machine. While the stylists volunteer their time and cut human hair for donations, the owners close off the salon’s parking lot so various dog rescues can bring adoptable animals to the day’s festivities, and a big silent auction really drives the financial donations. One of the raffle items leading up to the event is a $1,000 gift card to the salon which Mane Attraction markets as ‘A Year of Beauty.’  

“My kids even got in on the action, bringing in baked goods and holding a bake sale—they raised $600 of this year’s proceeds,” he proudly shares.

While it’s not a requirement, both clients and staff members have gotten in the habit of bringing their own pets to the salon that day. “It’s really become a ‘Bring Your Dog to Work Day,’” he laughs.

Knudsen says the Phoenix Animal Care Coalition (PACC911) has become their perfect beneficiary for the salon’s philanthropic efforts because it is an umbrella organization with a wide reach—it  partners with more than 100 different dog and cat rescues in the state, and all of those partners reach out to PACC911 with animals in need.  

“Many companies have gotten into giving back as part of their corporate philosophy, but it’s a matter of how it shows up,” Knudsen says. “This is us putting our money and efforts where our mouth is—as long as I’ve been here the people who work here have loved animals, and the clients who attend all know the money is being raised for animal welfare,” he says.

While the salon doesn’t organize the event for the goodwill and publicity it generates, Knudsen says that it a positive byproduct for the salon. Last year, three television stations covered the day’s activities and there were multiple writeups in community newspapers and magazines. While the salon supports other causes as well, Knudsen says this is a favorite because there’s no political agenda behind it. “If you have a problem with us because we support animals, then we’re probably not a good fit as your salon,” he says.

“Kendall and Beate built a helluva company, and we are blessed to keep the legacy,” Knudsen concludes. “We are really proud of what this event has become.”