beauty with a conscience

over two DECADES of BEAUTY and PURPOSE living IN HARMONY

What started as a dream to transform not only hair but hearts blossomed into Empower Beauty Co., a sanctuary for creativity, sustainability, and self-expression in the heart of Beverly’s Art District. Founded by master stylist Bethany Wright, the salon was born from over two decades of experience and a passion for redefining what a beauty space can be. Through her dedication to advanced education in color science, scalp health, and hair loss solutions, Bethany built a space where artistry, trichology, and environmental responsibility come together, and where every guest feels truly seen. Our purpose is simple: to gift our clients with renewed confidence, provide education on the importance of scalp health, and care for the planet that sustains us.

As a Green Circle–certified salon, we divert up to 95% of our beauty waste, from hair clippings and foils to plastics and color tubes, away from landfills and waterways. Every detail, from our low-flow faucets to our eco-efficient lighting, reflects our dedication to caring for both people and the planet.

Our small but mighty team of stylists, bridal artists, and scalp-health specialists share one mission: to make every experience not just an appointment, but an empowering act of renewal—for you and the world we share.

FOUNDER & CREATIVE DIRECTOR

visionary, educator, creatrix—Bethany Wright.

Bethany F. Wright is the visionary owner of Empower Beauty Co., a North Shore salon and wellness destination where true beauty begins at the scalp. An AMCA-certified Trichologist and award-winning stylist, Bethany bridges cosmetology and healthcare, offering science-backed solutions for hair loss, scalp health, and total hair vitality.

Often called the “Sheldon Cooper of hair knowledge” for her sharp mind and curiosity, she combines precision and compassion in every service. Her salon is more than a place for hair—it’s a sanctuary of education, empowerment, and transformation, where clients leave looking their best and understanding how to care for their hair at the root.

Bethany’s specialties include custom color, precision cuts, non-bio hair solutions, scalp therapies, couture extensions, and holistic head spa treatments. She is passionate about mentoring new stylists, raising industry standards, and creating a culture where artistry and science thrive together.

Beyond the chair, Bethany is a writer and educator, authoring a book that combines her expertise in scalp health with her mission to empower both clients and professionals. For her, beauty is not vanity—it’s vitality, resilience, and self-expression.

JUNIOR STYLIST

ALIYA Frasca

Aliyah began her journey at Empower Beauty Co. as Bethany’s co-stylist, focusing on the foundations of scalp health and advanced hair care. A proud graduate of Paul Mitchell Academy, she has carried that training forward while thriving as an innovator behind the chair. Today, she is building her own book of clients and has earned a reputation for creating bright, high-impact blondes, seamless gray coverage, and precision cuts.

Working alongside Bethany has allowed her to grow in a collaborative way, stepping in whenever needed to ensure every client’s experience is top-notch and rooted in care.

Outside the salon, Aliyah enjoys staying active, spending time outdoors, and making memories with family and friends. She also loves an espresso martini now and then. She looks forward to welcoming clients into her chair making them feel their absolute best inside and out.

SENIOR SPECIALIST

SUSAN Lostimolo

Susan has had a passion for the hair industry since high school and brings over 37 years of experience to Empower Beauty Co. She specializes in hair coloring, custom vivid shades, foiling, keratin services, precision cuts, and custom blowouts, always focusing on elevating the client experience.

Susan creates a comfortable, fun environment in her chair while building lasting connections and enjoys educating clients on styling, products, and the importance of healthy hair and scalp care.

Outside the salon, she enjoys reading, gardening, cooking, entertaining, and decorating her home. She also believes strongly in giving back, proudly serving as a Wigs for Kids Ambassador and supporting Empower Beauty Co.’s commitment as a Green Circle Salon, recycling up to 95% of salon waste. Book with Susan today!