Heather is a magician when it comes to curly hair! I've tried so many hairstylists who say they love to cut curly hair in S.F. and have been majorly disappointed. Heather is amazing with my very very curly hair. She's made me love my hair again! I trust her every time and it always comes out flawless. Highly recommend for a soothing spa like experience and overall extremely high quality cut! Cannot recommend enough. read more

My first time. Booked w Jewel. She was 30 minutes late to start my appt. Then rushed and interrupted my consultation. I wasn't done showing photos nor was I reassured or that she understood what I wanted. She interrupted my appointment to do a bang trim for someone else in the middle of it. At one point said she was 'not prepared' for my hair. Why not? That's literally her job. She cut it dry, it felt very chaotic. I found this place bc I searched for a razor cut, liked the examples of the work. I expected a wet, razor cut. Scissors are fine too. If I wanted a 'curly cut' or DRY cut I would've searched for that. Couldn't get a decent blowout which should last days this didn't even look good immediately after much less after the walk through SF fog to my car. I tipped 30 on top of the 190 starting price. So 220 total. Plus I come from the north bay and had to drive over the bridge into SF. I have waited for weeks to finally post a review because I really tried to give it a chance but I'm very unhappy I wasted over 200 and couldn't even get a good cut or blowout. My hair is curly but it doesn't need any special treatment it can be cut normally, wet, and can be worn either way, curly or smooth, with a good cut. Once again, a stylist was late, then rushed me, didn't listen, didn't deliver, wasted my time and money, and ruined years of grow out. And I'll have to go back to trimming it myself as these shattered layers grow out to recover the thickness I had. I could have done a better job myself at home. I did not hate what I came in with, i actually liked it. It just needed to be cleaned up and evened out basically. Long layers. Classic. Could not have been a more simple request. She completely overcomplicated things. No idea why she cut it dry, and I did not want that! but she didn't ask or consult me if I was OK with it or tell me ahead of time she planned to do that. But she was perfectly polite n all. Just not at all the skill level I expect of a senior stylist charging nearly 200 for a cut. For that I expect a great blowout to be no problem at all. I expect to walk out feeling confident. I have examples of great past cuts. I wish I had just walked out in the 30 minutes she made me wait. The last cut I had from someone else they were also very late and it sucks that happened yet again. Wasn't sure bc they take cc info upfront and say they charge for late cancels if it was even an option without getting charged. Ought to have been able to get a nice cut and blowout for over 200. Should not have been this complicated or difficult. Also think the so called clean/green products, maybe just don't perform as well as the ones that aren't greenwashed and just focus on performance. They did nothing to give me the moisture or the protection from fog and frizz my hair needs. And the whole time my people pleasing, introvert self was just saying oh yeah thats fine no problem oh yeah cool sounds good i trust you yeah i love it its great thanks! smh Not at all the experience I was paying for, to actually feel pampered and not have to do this job myself. I could've done it myself and been happy with it. I wouldn't have done what she did to my hair myself. the location also leaves much to be desired but thats SF in general the local bums and crazies are to be expected. the search for a stylist that will deliver professional service and results? sadly continues. read more

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Weird experience getting a color consult. Typical gentrified hair salon owned by out of touch white women charging up the ass. The salon is so expensive and in mission district. If you need highlight toner and base color you get individually charged for that. Most places don't do that.. Charging $700 + for highlights toner and a base color in the mission is INSANE. I went in a few months ago( came in and there was one stylist and a client getting her hair done. The stylist didn't even acknowledge me at all. Didn't even look up. Then my stylist came out and I started to explain to her my inspo. The consult was 10 mins long and they charge I believe it was $50 dollars for that and it goes towards your service... . I showed her two pics of me with highlights I generated using AI to show her. Mind you, this is not my first time at a salon (LOL) she goes "your hair is not going to look like that. You'll need to get a full highlight base color and toner. And I can't guarantee it'll change at all." Why the hell would I pay you $700 for you to discourage me and say I'll leave without any noticeable difference? It was really weird. The vibes were off. The stylist made me feel like I was expecting to leave the salon brand new knowing that I had previously dyed hair. Duh. I knew I wouldn't. But to say that I'd have to come out of pocket that much money And my hair would look exactly the same is wild. ****Another thing that I thought was ironic and phony was the "Neighbors welcome but ICE is not" sign on their window.... GIRL you think with those prices any of the families living in the mission who are worried about ICE would even feel welcomed by you??? You don't even look up when a new Latina customer comes in for a consult. You charge ridiculous prices for being located between a bodega and a panadería on 24th and mission. Respectfully, a working class neighbor in the area wouldn't even feel comfortable getting their hair done at a place charging that much money for something basic. I cancelled my appointment and went to Monarch in the Presidio instead. And she indeed was able to give me some results with the exact same thing I asked for but $400 less. read more

The Principal Salon is a charming space. I had a major hair transformation with Erin, and I'm really grateful for her skill and professionalism. She was hella prompt, and clearly knows what she's doing. I truly love my new haircut--it was a big change and she handled it beautifully. I know it was a big job, and I really do appreciate the time and care that went into it! That said, thanks again!! All in all, a nice experience and I'm thankful for the fresh start. Hoping after a wash it feels just right. Thank you, Erin! read more

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This review is for my hair god, Erin!! Followed her here from the last salon where I first met her. Other than getting my hair just right all of the time (woo), she is the sweetest. Makes being at the salon a fun little date and we're always catching up on life. She's toned my hair for me multiple times and I'm always in love with the color. She's also cut my hair multiple times and we've tried new things such as bangs and lobs. She's great at what she does and I'd see her more if I could but then I would probably not have any hair left. Please go see her!! read more

Principle Salon - Hair Salons Near Me - San Francisco, California

I've seen Kelly for about 8 years and followed her between salons. She is so kind and detail oriented and skilled. I love that she can cut my fine curly hair dry so the layers end up just right. Not easy with thin fine curly hair. She even takes detailed notes so she knows exactly how she cut your hair, what products she used, what color she used, so she knows what modifications to make next time you're in based on any feedback. The low tox salon also made me feel more comfortable when I was pregnant. Highly recommend! read more

I tried this salon for the 1st time. I saw they had very good reviews. Well they were 100% correct. I am growing out a pixie to a bob. Heather did an amazing job taking out much needed weight and left me with a great cut to allow for my bob dreams to grow to fruition!! She was amazing!! Will definitely be back. Also the Salon is super chill and welcoming. Go you won't be disappointed!!! read more

Principle Salon - Hair Salons Near Me - San Francisco, California

I was able to get a last minute appointment with Heather and I'm so glad I did! Heather was very welcoming and the salon is cute and approachable. She worked quickly and gave me the exact cut I wanted. I will definitely be back! read more

Principle Salon - Hair Salons Near Me - San Francisco, California

I have been going to Principle since it was taken over by new ownership and can't say enough good things as a client! The space is welcoming, the staff are all very nice and I can almost always find parking within a few minutes! Alex is truly an artist and knows her way around natural looking and long lasting highlights and balayage, all while using low toxin and products that are actually healthy for your hair. She also knows her way around a pair of shears and does incredible cuts! read more

My hair has been in bad shape since the beginning of this year due to illness. I came in with my hair looking a mess but felt confident Erin was going to take care of me. The salon itself is small but cute and even though it's in a busy location it was still pretty calm and quiet. Erin sat me down and we talked about what I wanted and she went to work. She was gentle, quick, and precise. I loved the way my hair looked when she was done and I'll definitely be going back. I wish she would have taken before and after pics because she did such a great job. Looking forward to another fresh start in a few months. Thanks Erin! read more

I got a beautiful haircut from Kelly at Principle. She knew exactly which tools to use to achieve the look I wanted. Lovely salon that I have probably walked by a thousand times but never noticed. The haircut is just what I wanted and I love it read more

This review is for my hair cut with Erin Solo here!! Found her insta page n needed a new do bad!! Thought I will try her out and so happy I did!!! The salon wasn't in my favorite part of the mission but the salon itself is soo clean n quaint n bright n welcoming!! Erin did a fantastic job of styling my bangs perfectly!! She'e incredibly talented n thoughtful n also really good at her craft!! I am really happy with my cut, n style n all the things here! Highly recommend Erin n wished we took before n after shots :) Will be returning for the rest of my haircuts with Erin!! read more

Kelly Wilson does my hair and I cannot speak highly enough of her. Kelly's attention to detail & hair artistry is on a whole other level. Last month, I received a full balayage from her and the color has held in great. I've had virtually every hair style you can imagine and seen stylists all around the world, but Kelly has given me my favorite styles hands down. She uses high quality products and my hair has never felt better. Not only is her styling great, she provides a really comfortable and warm space to come in and just receive. Her presence is calming, she's real, and very open/nonjudgmental. I would recommend her a million times over. read more

Principle Salon - Hair Salons Near Me - San Francisco, California

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There are so many amazing things to say about this special salon. From their stylist to their green principles, I'm just simply obsessed!! I booked a cut and head massage with Kelly. There's always a little worry when you try a new salon and stylist, especially when you have hair that is difficult to cut and a very particular style. First, I've never received a head massage like this before. It helped alleviate so much tension. I'll definitely be requesting for a longer session next time!! She held such great space and has such great vibes. By the end, my hair cut was perfect. Simple and sophisticated. I live in Marin and drove an hr and half round trip from a recommendation and let's just say, it was well worth the trip and will definitely be back. And to top it off, trusting that everything they use is clean and conscious just made the whole experience feel good inside and out. Thank you so much Kelly and Principal Salon!! You guys are amazing!! read more

I have been seeing Jewel Middletown for three haircuts now and each one gets better. She listens and understands what I am trying to do as I grow my hair out from a pixie cut. She does an amazing job with a razor cut. Love her! read more

Kelly is an outstanding stylist. She listens and isn't afraid to talk you out of a bad idea. Highly recommend.

Have been coming to have Jewel Middleton cut my hair for a few years now and she's one of the best for people with thick curly hair although I haven't seen anyone not look fabulous once she is done her magic with them. She knows how to cut my super thick curly hair so it dries a lot quicker after a shower and it just lays so much better. Also still looks great growing out for a few months afterwards. Will have to update my post with some photos really soon since I just got it cut. Recommendation: if you need a fresh look, just let her cut your hair how she thinks it will look best. This was much shorter than I was used to but it did look a lot better. She also has an Instagram page you can check out to see her work. read more

Alx is incredible. The only stylist I've encountered who's equally amazing at both cuts and color. She's creative, immensely knowledgeable, and I appreciate her salon's focus on using healthier products for color and styling. read more

I had a great experience getting my haircut from Erin. It looked exactly like the pictures I showed her. The whole experience was easy, relaxing and I loved the end result. read more

Very nice haircut! This was my firstctime at thecsalon and almost a year sinceci had my hair cut. Erin listenned and got tthe length and style justt right. Pluscshecis very pleasant and caring. I will definatelycbppk my next haircut at Princaples with Erin. read more

I went to Kelly for a haircut, and it was wonderful! The salon is cute, clean, and very convenient with public transit. With my haircut, I also added a scalp/head massage which was lovely. When I arrived, Kelly offered me a bubbly water and snack while she finished up with her previous client. Then, she listened and did a very thorough consult about the cut I wanted, and checked in throughout the process. She was super conscientious, I love the cut, and I enjoyed the conversation! read more

Principle is excellent but my review is specific to the wonderful Erin S. I've been going to Erin S. for over a year now, and she has built up an incredible amount of trust with me through several haircuts and color sessions. She is extremely intuitive, always knowing exactly what I want even when I'm not sure how to articulate it. Whether it's a fresh cut or a new color, she consistently delivers results that are even better than I envisioned. Her attention to detail and ability to understand my style preferences make each visit a great experience. I highly recommend Erin S. for anyone looking for a stylist who listens, understands, and delivers every time. read more

I started coming here after my previous stylist gave me a haircut that looked like Ina Garten's. While Ina is an icon and absolute treasure , she's also 30 years older than me and living the costal grandmother lifestyle that I simply can not afford and am not ready to imitate. I now go to Myles and he's never done me dirty like that. Recently I singed my hair a bit when I used my blow dryer brush in Portugal with a faulty converter and kind of set it on fire.. slightly. I needed an emergency cut before an upcoming trip but there were no openings. I called juuuust in case there was an opening not listed online and Myles took pity on me and stayed open late to fix my hair. It was very very appreciated. Prices are super reasonable and I always leave happy with my haircut. Would definitely recommend. read more

Principle is the best salon in the City! I do both cut and color and have never been happier. I'm from here and live here again now and Alx and team are wonderful. Not only are they super talented but they use amazing products and are eco conscious! read more

Kelly is an amazing hairstylist! She really took the time to listen and look at my hair to figure out what would look best. She's a hair magic worker, and I'm so happy with the results! She's also very sweet, hospitable, and fun to be around. If you're looking for someone to cut/color your hair, Kelly's your girl! read more

I really enjoy going here. The salon is always clean and organize. The stylists are welcoming. When you come in, they will check if need you anything/ who do you have appointment and let you know in case they are in the back preparing for your appointment. I started going here last year and keep on coming back to see Kelly. Kelly is so thorough and patient in explaining different style options (haircut and color) that will best fit my daily activities and lifestyle. She is also honest on whether my hair will actually look like my hair inspiration or not due to my hair type. My hair is somewhat hard to maintain when I get a short haircut, but with her skills, I was able to enjoy and maintain short hair with and without bangs. I also came to see her for hair coloring (partial balayage) yesterday. I asked so many questions during the appointment, & yet, she still managed to finish on time - so efficient! I love her great reveal of the final outcome yesterday. As always, love the magic she does to my hair! Got great compliments from loved ones! read more

This place isn't some magical realm where stylists turn you into a supermodel. I had my haircut here, and sure, it was decent, but let's not kid ourselves -- that's the bare minimum. The stylist asked too many questions, as if endless consultation is a replacement for actual skill. Low-tox products? Fine, but it's not a revolution. It's a haircut, not a personal transformation. The salon's design is nice, but that's just surface. No miracles here. read more

Such a lovely, welcoming salon! And the haircut I received from Erin is absolutely perfect! Erin is meticulous and serious about her work. She listened carefully to what I wanted and I came away with a haircut that was better than what I had asked for! In particular, she seems to have listened when I told her I do nothing whatsoever to style my hair - no curlers, no blow dryer, no flattening iron, etc. The way she cut my hair makes it fall perfectly into place without any effort on my part at all. (Photo here is after I showered and did nothing to style my hair at all.) I will be back and I I highly recommend Principle Salon! read more

Principle Salon - Hair Salons Near Me - San Francisco, California

Alx is amazing. I've come to her for multiple balayage services and she always does an incredible job with color. It looks sun-kissed and so natural, I get so many complements on my hair after I see her. As the cherry on top, she only uses low-tox products, which is not only better for my health but also better for the environment. Alx goes above & beyond to research the most sustainable hair products - she is truly a pioneer in the low-tox hair salon movement. Principle Salon is also beautifully designed and has an immaculate ambience. If you want to feel pampered and step out looking like a super model, don't hesitate to book an appointment here. read more

I love Kelly - she listens and understands what I want done with my hair. She is patient and very kind - I will use her services forever! She really is much more than a 10 Thank you Kelly - all the best, Becky read more

I cannot recommend Kelly highly enough! She's so great! I went in for a refresh of my vivid color and prior to the appointment she messaged me, asked for inspo pics, and just started a really great dialogue that made me super excited for the appointment. When I was in her chair she was super thoughtful and she made sure to explain what she was doing. The other thing I appreciated is that when she discovered the color she bought wasn't exactly like the image posted online (it was way bluer and not as teal as I wanted) she went and mixed up several different options and really customized the color so that it would be exactly what I wanted. I'll definitely be going to her for my future appointments!! read more

Alx is a total pro, and her new staff has been assembled from stylists she's worked with from other top notch salons in the Bay Area. She actually listens to her clients! She will give you an honest assessment if you want color that can't be done in one sitting, and will work with you to achieve the results you want. What a great space and location too! It's unassuming from the outside but very modern and well designed inside. They've been respecting covid protocols and keeping schedules staggered to keep everyone safe. Prices are on par with other high end salons in the Mission, so if you're looking for a new place, give it a try! read more

Had an amazing first haircut with Alx while she was working in NYC this weekend. She helped me decide on length and style and I couldn't be happier. Thanks for a great experience- see you next time! read more

Erin is incredible. I got a really disappointing haircut last year from another stylist and had to grow it out for almost a year before my bangs were long enough to work with. Erin listened to my concerns and the desire to keep my hair as long as possible - she blended my choppy layers and uneven bangs beautifully with what seemed like just a trim and the difference is remarkable. I feel much more confident wearing my hair down now, especially since I got SO MANY compliments about the cut at a bridal shower I attended yesterday. Very happy I found her!! read more

My regular stylist is Kelly, a truly exceptional hairstylist who constantly exceed my expectations. Seeing her is a highlight - I know I'm in good hands and totally relax. Kelly's attention to detail, expertise, and artistic flair made my experience truly outstanding. First and foremost, Kelly's attentiveness is remarkable. She took the time to listen to my hair concerns, preferences, and style aspirations. Her genuine interest in understanding my needs made me feel valued as a client. Throughout the entire process, Kelly checked in with me, ensuring that I was comfortable and satisfied with every step. Kelly's skills as a hairstylist are truly remarkable. She effortlessly translated my ideas into reality, giving me a flawless cut that beautifully framed my face. I had requested bangs, and she executed them with precision, ensuring they perfectly complemented my features. The attention she paid to the little details truly made a difference. She genuinely cares about making me look and feel my best. But it doesn't end there - Kelly is a master colorist! Her expertise in coloring is absolutely phenomenal. I wanted to experiment with a new colors, and Kelly guided me through the process, suggesting the perfect colors that would enhance my complexion. She achieved stunning, vibrant colors that looks like they naturally grow out of my head! The colors were vibrant, rich, and expertly blended, making my hair look like a work of art. Beyond her technical skills, Kelly's warm and friendly personality created a comfortable and enjoyable environment. She listens and remembers what I tell her and checks up on it! I always feel cared about. Kelly makes me feel confident and satisfied - with an awesome head of hair. I can confidently say that Kelly is not just a hairstylist, but an artist who has mastered her craft. Her talent, attention to detail, and ability to create stunning transformations are truly remarkable. I walked out of the salon feeling like a brand new person, and I have received countless compliments on my hair ever since. People are jealous of my colors! If you're looking for a hairstylist who will listen, deliver exceptional haircuts with bangs, and create mesmerizing colors, look no further than Kelly. Her talent, expertise, and genuine care for her clients make her an outstanding professional. I cannot recommend her enough! Thank you, Kelly, for your exceptional work and for making my salon experience truly unforgettable. You are a true gem in the hairstyling industry! Five enthusiastic stars for an extraordinary hairstylist! read more

I've been going to Alx for years at different salons with a short break during Covid and when I was in San Jose. I was so excited when she opened Principle. I tell you what - she's by far the best colorist and stylist I've ever had. She understands me and my hair so well. At one point, I trusted her so much, I said 'just do whatever'. She did not disappoint. These days, I have a cute razor 'shag' that works really well with my wavy texture. Alx also shared a styling hack, and I can style my hair ALMOST as well as she does! I also love the O Way products. read more

Best experience with Kelly W! I have curly, fine hair and have had trouble finding a stylist that understands how my curls "work". (I've had MANY bad haircuts.) Since my first cut with Kelly, I've felt at ease knowing that she will work her magic. And she does...every time! read more

Principle Salon - Freshy slightly asymmetrical curly bob by Kelly W (side view(). - Hair Salons Near Me - San Francisco, California

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Had a great experience with Kelly! She took the time to understand me and my hair (mostly straight and fine), and walked me through different options when I wasn't exactly sure what I wanted. After my cut she explained the techniques she was using as she was drying and styling my hair so I could also do it on my own. That made a big difference, and I love how my hair come out! read more

Principle Salon - Cut by Kelly - out and about, loving my new hairstyle. - Hair Salons Near Me - San Francisco, California

I have been seeing Jewel for 8 years now and she is my hair fairy. I had very unruly curly hair and she has changed my life and outlook on my hair for almost a decade. My hair is manageable, stylish, and healthy all thanks to her. If you have curly hair or just want to try something new go to Jewel. She is a beautiful human and you will come out feeling amazing. read more

Kelly Wilson is an outstanding stylist. From your first conversation with her, you get that Kelly wants to completely understand what you want from your appt and is totally focused on getting you the results that you want. Her technique is terrific and I get so many compliments on my hair. Thank you Kelly! read more