#BeautyBoss: Chaz Dean, Founder of WEN by Chaz Dean and Bella Spirit
Chaz Dean.
This week’s #BeautyBoss is Chaz Dean, celebrity hairstylist and founder of WEN By Chaz Dean and Bella Spirit—a collection of groundbreaking products for hair and skin that among the top-sellers at QVC. His products are made from natural ingredients and he practices healthy techniques in the salon, which include never using bleach or developer with high levels of peroxide when coloring hair. Dean educates his clients on how to maintain the health and integrity of their hair, and he is also committed to leading a healthy and unified whole lifestyle personally, as well.
“When I was younger, I had a love for photography,” says Dean of his journey in the beauty industry. “As a photographer, I would tell hair and makeup artists how I envisioned the look and it never seemed to be exactly how I saw it. I enrolled in a few photography courses and briefly in cosmetology school to better understand how to bring my visions to life. From there, I got my first job at a salon in Bel Air. I quickly fell in love with the industry and worked up the ranks.”
Working at the salon, Dean saw many clients with damaged, dry, and brittle hair from overuse of chemicals, sulfates, and harsh detergents. In order to help protect their hair, he decided to create WEN, his own line of haircare products, starting with the Sweet Almond Mint Cleansing Conditioner. The line has since grown to over 250+ products, expanding into the body care, fragrance, home, skin and lip care, and self-tanning categories.
Going a step further, he opened his own salon, Chaz Dean Studio, a zen-like sanctuary in Hollywood that quickly became a frequent stop for an impressive roster of celebrity clientele. Guests at the salon often get to enjoy the company of Dean’s three dogs—Hunter, Riley, and Bella—who are an important part of his life and go just about everywhere with him.
We chatted with Dean, who shared the inspiration behind his successful line of products, favorite beauty and wellness tips, best advice, and more.
When did WEN and Bella Spirit launch? What do the names mean?
Bella Spirit launched in 2019. It is named after a beloved person in my life, Spirit. I have always had a passion for giving back and that has continued to be a major part of my life as well. In 1996, through my search for my first salon space, I met a homeless woman named Spirit. She was living behind the space I ended up purchasing and she changed my life. This collection is an ode to her beautiful spirit that still lives with me today.
When I created WEN, the idea of not using shampoo was a new concept to the beauty industry. I was struggling to come up with a name and wrote the word NEW on a piece of paper and held it up to the mirror– NEW backwards is WEN and the rest is history!
What inspired the creation of your brand?
While working at my first salon, I witnessed the damage that harsh ingredients in lathering shampoos can cause, including dryness, breakage, and fading color. I knew there had to be a better way to cleanse hair without compromising its health and integrity, which led me to create WEN and our Sweet Almond Mint Cleansing Conditioner in 1993. That was also the year I gave up lather for good.
How many product lines do you have?
I offer products in 10 different categories: Classic, Seasonal, Rice Based, SIXTHIRTEEN and 319, Blessings Collection, WEN Kids, WEN Men, Bella Spirit, and WEN Pets. Within these different categories, WEN offers hair care, skin care, lip care, body, fragrance, home, kids, pets, and my newest launch—self tanning.
Do you have a hero product?
Our Cleansing Conditioners are WEN’s hero products. I was inspired to create something for the hair that was gentle that replaced shampoos, conditioners, deep conditioners, detanglers, and leave-in conditioners.
What are your favorite products?
It’s so difficult to choose! I always gravitated towards the Cleansing Conditioners because they were the first products I launched and they are the foundation of any effective hair care routine. At the moment though, it’s the Bella Spirit Self Tanning Bronzing Drops. I naturally have pale skin and used to sit in the sun until I had to have a spot removed and realized the dangers of tanning. Now I am so much more careful about my sun exposure so self-tanner is my best friend. I really love the Self-Tanning Bronzing Drops because they give me a natural, sun-kissed glow and are so easy to incorporate into my skincare regimen. I like to add a few drops into my Bella Spirit Ultra Nourishing Intensive Body Treatment and apply it head to toe.
Where are your products sold?
My products are sold on QVC, QVC.com and ChazDean.com.
Future plans for the brand?
We’re planning the launch of my New York City salon. I’m really excited to bring WEN to the East Coast! I also have a few upcoming face and body product launches in the pipeline. We’re always creating new products and scent collections!
Bella Spirit is the newest product line from Chaz Dean and features luxury hair and skin care including the Body Treatment Balm ($50), which is formulated with soothing waxes, oils and moisturizing butters to treat and enhance skin’s appearance.
What inspires you?
I am inspired by nature, wildlife, and people who seek out and fulfill their dreams, visions, goals, and passions.
Secret to success?
There is no secret. It takes vision, goals, determination, hard work, and patience. Then when you attain your success, more hard work and complete focus on your future.
Beauty secrets?
I only use WEN and Bella Spirit. I religiously cleanse my face every morning and night before bed. I follow up with my Replenishing Treatment Mist and Bella Spirit Restorative Facial Night Creme. I also use my Bella Spirit Purifying Facial Masque two to three times a week.
Wellness tips?
I have been organic veggie juicing for over 25 years daily. I also have been drinking celery juice daily since January 2019. I was pescatarian from August 2014 until I became vegan in September 2019. I have always maintained a very clean eating lifestyle.
Best advice?
Live a healthy, positive lifestyle. We truly are what we eat, think, and feel. Follow your passion. Live the life you truly desire.
How do you like to relax?
I like to relax outside in nature with just the beautiful blue sky and birds that fly over the canyon, as well as at home with my three precious angels: my labradors Hunter, Riley, and Bella.
For more information, visit chazdean.com. Follow on Instagram: @chazdean @wenbychazdean @chazdeanstudio
[Images courtesy of Chaz Dean]
Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk