Quirky, Bold, and Unapologetically Unique
Each year, Genesis Private Label honors one standout salon brand that pushes creative boundaries and demonstrates how Genesis Private Label is more than just a product line, but rather a powerful example of how "You are the brand!".
In 2024, Capybara Hair Lounge earned that honor, taking home the title of 2024 Genesis New Brand of the Year.
Founded by veteran stylist Katya and partner Sho, Capybara Hair Lounge is not your average salon—and that’s exactly the point. Located in Walnut Creek, California, Capybara is as much a state of mind as it is a hair destination: a celebration of bold transformations, playful aesthetic, and fearless self-expression.
Why a Capybara?
The name alone invites curiosity. According to Katya and Sho, the idea started with a lighthearted obsession. “Photos and videos of capybaras never failed to elevate our mood,” Sho explains. “As Katya started looking at opening her own studio salon around 2018, the idea of Capybara Hair Lounge came up, but ultimately, she felt pressure from her peers in the industry to not do it. Opening this new salon in Walnut Creek became an opportunity to shed the skin of past fears and unapologetically be who she wants to be, just like we want our clients to be in their bold hair transformations."
"It's quirky, it's fun, and we expect to set the trend ourselves as opposed to following them. It continues to be a joy to design and decorate the brand and space with this adorable, giant rodent in mind. I think all of you at Genesis also had fun when designing this amazing product line, and that gives us the signal that we're on the right path.”
From Passion to Purpose
Katya’s journey in hair started long before Capybara ever came to life. As a child, she was already experimenting—transforming her grandmother’s hair, styling friends, and falling in love with the creative process. “Eventually, I realized that with the right training and work ethic, I could actually make a living creating art—and that really stuck with me,” she says.
With more than two decades behind the chair, Katya knew it was time for something bigger. She envisioned a space where she could grow others, build a supportive team, and develop a brand that lived and breathed creativity.
A Product Line That Speaks Their Language
Creating their own product line was always part of the Capybara dream. But like many independent salon owners, Katya ran into the complexities of formulating from scratch—lab costs, ingredient sourcing, and logistical hurdles. That’s where Genesis came in.
“I’ve always wanted our own in-salon brand, especially since big-name brands are everywhere now—it doesn’t make sense to try to compete with Amazon and retailers like that. I did a ton of research into creating a product line from scratch. I reached out to labs, took an intensive online cosmetic chemistry course, and even created a few decent formulas. But sourcing ingredients in small amounts was a challenge, and labs often required massive buy-ins and storage we didn’t have. As we got closer to opening Capybara, it became clear that creating everything from scratch wasn’t sustainable at the time.
That’s when I started looking into white label options. Some companies never responded, and others had high minimum orders or mediocre products. Genesis really stood out—they made the process easy with low sampling minimums and flexible product options. Plus, their products are genuinely great, which made the decision easier.”
Bold Design, Controlled Chaos
Capybara’s product line is a visual reflection of the brand’s philosophy: bold, controlled chaos with an urban edge. Collaborating closely with Genesis designer Christy brought together a look that captures the raw-meets-refined personality of the salon.
“In the beginning steps, Sho led the inspiration by sharing that Capybara Hair Lounge tends to use urban feeling imagery with brick, concrete and graffiti paint combined with their wild animal Capybara logo and they had a desire to use streaks, cracks, paint brush strokes, splatter or spray in bold colors for the label backgrounds,” Christy said. “After a few initial design concepts, we landed on a general layout and typeface pairing. Then we rounded out the product line by taking it one step further and creating unique backgrounds for each individual product.”
The result? A product line that feels deeply personal, artistically driven, and unmistakably Capybara.
Advice for Aspiring Brand Builders
Katya’s advice to stylists looking to build their own brand is refreshingly grounded: “Explore all your options. Custom formulations are rewarding, but they’re expensive and time-consuming. Private or white label is a great way to launch without the heavy lift.”
A Word from Genesis
“Capybara Hair Lounge stood out in every category,” said Steve, Managing Partner at Genesis. “This award recognizes a brand that exemplifies creativity, beauty, and marketability. From their super-creative design to the unique nature of its integrated branding, it’s clear that Capybara Hair Lounge is setting a powerful example of what a private label brand can achieve.”
We’re thrilled to celebrate Capybara Hair Lounge—not just for what they’ve built, but for the boldness, imagination, and joy they bring to our industry.
Congratulations, Katya and Sho. The hair industry is better (and a lot more fun) because of you!