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MARCH 2017 | beautylaunchpad.com | 65 Beauty —ANGIE REIBER COURTESY OF MANUFACTURERS She by SO.CAP USA @socapusaextensions "Nearly 30 years ago, I attended the International Beauty Show in New York. As I walked the fl oor, I passed by a small booth where a gentleman by the name of Salvatore was attaching hair to existing hair using a glue gun and colored glue sticks that matched the customer's hair color. As a certifi ed trichologist in the hair replacement business, I had always dreamed of fi nding a way to attach hair to existing hair. Immediately, I asked Salvatore to teach me how to do this, and to go with me to Europe to demonstrate the technique at shows in London and Bologna. "The three brothers of SO.CAP had split up, each creating a separate company of his own. One brother started SO.CAP Original, while another started SO.CAP Euro. It was the youngest brother, Antonio, who started our company in Naples, Italy: SO.CAP SRL. In 2001, Antonio and I agreed that I would introduce this company in the United States. SO.CAP USA was formed, and our rapidly growing company soon required distributors across the US and internationally. To distinguish ourselves from the other SO.CAPs, She by SO.CAP was created and trademarked. "Today we have state-of-the-art equipment to apply our hair extensions, including the cold fusion ultrasound machines. We continue to educate and certify stylists in our system of hair attachments. Our courses cover how to thicken thinning hair; create highlights and lowlights without using chemicals; and create volume, fullness and length. We also teach how to properly fi t, cut and style wigs for patients of chemotherapy. I am proud of the work we do at SO.CAP USA because we increase self-confi dence and quality of life of our customers." Ron Cardillo, CEO/president, SO.CAP USA HALOCOUTURE @halocoutureextensions "The idea of The Original Halo design was created when I discovered how damaging and time-consuming other hair extensions could be. It seemed like everything I tried either cost a fortune, took hours to install or—worst of all—was breaking off my natural hair. That's when I decided a temporary extension that didn't attach to my natural hair would be the best solution. I got on my sewing machine and, a few prototypes later, The Original Halo was born. To my delight, there was absolutely zero damage and it took seconds to put in and take out. Mission accomplished! "The greatest achievement of HALOCOUTURE Extensions is being able to reach out to women who struggle with hair loss and thinning, and give them a solution that works. It's heartbreaking to meet so many women who have battled various conditions, leaving them with fi ne, brittle hair. To have an option for them that won't damage their natural hair growing in is so important. Giving women that boost of self-confi dence means the world to us, and we strive to keep bringing the fi nest quality year after year." Tina Owens, creator and CEO, HALOCOUTURE Top Secret Haircessory @topsecrethaircessory "It all started while working on a movie set. There is a lot of downtime, which allows you to be creative. With any production, there is a limited budget for the makeup and hair department—so there wasn't a lot of money to spend on hand-tied wigs. I designed a line of hair enhancement systems as an alternative to wigs. It was more affordable, more comfortable and looked more natural, since I was able to incorporate an actress's hair in the front. The actress would instantly feel more confi dent! Even with the new HD cameras and close-up shots, the pieces were undetectable. I saw the impact that it had on the actresses, and began to introduce my newly designed pieces to my salon clientele. They all had to have one for themselves. "More than 40 million women in the United States suffer from hair loss. My goal was and is to spread the word that Top Secret exists so that no woman has to suffer any longer. Aging gracefully and looking timeless is every woman's dream, and I believe with Top Secret we can make that possible. The fact that we have been in business for more that 17 years is an achievement in itself. Our company is going strong, and we're changing women's lives one head at a time." Denise Rossouw, founder and CEO, Top Secret Haircessory RON CARDILLO TINA OWENS DENISE ROSSOUW