Your recent rebranding has caught a lot of attention. Can you share the inspiration behind the new direction and the values you want the transformation to highlight?
For over a decade, we’ve built our business on one simple belief: self-care should feel safe, intentional, and empowering. What started as a single nail salon rooted in cleanliness and community has grown to 14 locations that make people feel amazing every day. We’ve always offered more than just manicures; we’ve created space for people to relax and feel seen.
Rebranding to Goddess Maintenance Company is our way of honoring that legacy while stepping boldly into what’s next. The new name reflects our belief that maintenance moments like a manicure, a blowout, or a simple pause aren’t indulgent. They’re vital. This transformation shines a light on values that have always been core to who we are: safety, transparency, community, and the unapologetic celebration of self-care.
How has the process of rebranding shaped your identity as a business, and what do you hope your clients will experience when they engage with Goddess Maintenance Company?
We want every guest to feel like they’re stepping into a space that was created for them. Clean, welcoming, and free of judgment. Whether they’re here for a quick polish refresh or a full relaxation moment, we want them to leave feeling lighter, stronger, and more themselves.
The impression we aim to leave isn’t just about great nails or glowing hair, it’s about energy. Every experience with Goddess, whether in our salons or through our products, should feel like an act of self-care. This next chapter is about helping more people, in more places, feel seen, supported, and celebrated. We want every individual to feel like a Goddess.
Charting the future
Your origin story is compelling. What’s your 5-year vision for Goddess Maintenance Company and how do you see the brand evolving?
We started as a clean, community-focused nail salon, and while that will always be part of who we are, Goddess is growing into a full-blown self-care ecosystem. In five years, we envision Goddess Maintenance Company as a global name representing beauty practices head to toe in the salon and at home.
Rebranding doesn’t come without challenges and breakthroughs. What’s your top piece of advice for beauty businesses considering a rebrand?
Start with the “why,” not the “what.” A new logo or color palette can’t do the heavy lifting if it’s not grounded in purpose. When your why and end goals are clear, everything else, including messaging, visuals, and strategy, falls into alignment.
Looking ahead, what are you most excited about as you step into this new chapter for your brand?
We’re excited to keep building on the strong foundation our salons have created and continue offering self-care to new and loyal guests. That part of our business will always be at the heart of who we are.
Amidst our journey building nail salons, we saw firsthand the opportunity in the space for clean beauty products using revolutionary ingredients that actually work. On April 1, 2025, we launched our first product under our new brand name. BioTech Blowout is a leave-in hair mask that uses biotech to restore hair from the inside out in just one use. Since launch, the feedback has been amazing, and we’re just scratching the surface of what’s possible. We’re focused on creating powerful, purposeful self-care that meets people wherever they are, whether that’s in one of our Goddess locations, at their favorite hair salon, or in their own bathroom mirror.
Using technology to drive change
How is Zenoti contributing to your operations, and did it influence or support your rebranding efforts in any way?
Zenoti gives us the operational backbone to focus on what we do best: taking care of our guests and customers. During the rebrand, having a tech partner that could adapt quickly and keep up with the visual and structural shifts we needed made a huge difference in maintaining a seamless guest experience.
Explore the platform that powers Goddess Maintenance Company.
