Our Story

collective. has always been the vision for founder Deena Alawaid. As a female, middle eastern hairstylist who felt a lack of representation in this industry but still chased big dreams; she knew that everything she did to build her brand would eventually bring her to this moment. A moment where she could take everything she learned over the years and pass it down to a whole team of creators. A moment where she could help artists create their brand and mark in this industry with the same guidance she wished she had. collective. is essentially a hub which represents hair artists from around the world. It is a place where like-minded, hard-working, career-driven and motivated creators could come together and share their passion with the world. Being a hair artist does not stop at just a salon. There is an entire world out there for us to create in — and collective. encourages every single artist on the team to push boundaries and break into every part of this world.