Thursday, June 30, 2011

Press Release


Natasha Boyd
Gravity PR

Celebrity Curly Textured Expert Diane Da Costa Launches SimpleeBEAUTIFUL Westchester

First Curly Texture Boutique/Salon Opens in White Plains, NY

(White Plains, NY – June 29, 2011) Diane Da Costa, Celebrity Curly Textured Expert, and author of TEXTURED TRESSES, will launch SimpleeBEAUTIFUL Westchester, the first curly texture boutique and salon located in downtown White Plains. SimpleeBEAUTIFUL is a multi-cultural lifestyle brand that offers expert beauty advice, hair care education, and products for all hair types and textures. The boutique is scheduled to open in July of 2011, and will be located at 445 Hamilton Avenue, Suite 100 #8 in the Sola Salon Studios, New York State’s first commercial suite especially built to accommodate beauty professionals.

“My dream of opening an informative full service beauty boutique has arrived, and this salon is the place to Look. Feel and Be SimpleeBEAUTIFUL!”

The cozy salon will boast a team of beauty consultants and curly textured experts, trained exclusively by Ms. Da Costa. SimpleeBEAUTIFUL Westchester, will offer Ms. Da Costa’s signature Precision Cutting: Perfectly-Imperfect Technique and Natural Styling Techniques, custom color blends, and professional consultations. The PHYTO and PhytoSpecific hair care product lines, which provide botanical treatments for all hair types, will be used exclusively at the shampoo bar and retailed in the boutique. Diane will also offer PhytoSpecific’s all natural, non-lye, relaxer for those who are looking to relax yet keep a bit of texture. Available in two levels, the relaxer is a safe and effective way to achieve unparallel results. With the ever increasing popularity of curly texture hair care lines, SimpleeBEAUTIFUL Westchester will offer clients an opportunity to receive expert advice, test products and make informed decisions about selecting products that will achieve the best look while cultivating healthy hair. “My purpose is to assist clients in truly understanding the versatility of textured tresses!” says Ms. Da Costa. As an added boutique feature, the SimpleeBEAUTIFUL BRIDES team will dedicate Sunday’s to glamorizing brides. Hair and make-up artists, as well as licensed estheticians will provide consultations and trial styling, complete with makeup, eyebrow and eyelash applications for all women.

About SimpleeBEAUTIFUL
SimpleeBEAUTIFUL was created by Diane Da Costa who sought to create a beauty brand that would keep women and girls informed about the latest trends in hair care. SimpleeBEAUTIFUL first launched as an online retail-boutique in 2007 with beauty kiosk salons in several Manhattan locations. SimpleeBEAUTIFUL quickly became known for providing cutting edge natural hair care styling techniques and was a hot spot retail location for professional and natural salon products, tools and accessories. Client education is a key element at SimpleeBEAUTIFUL, where stylists emphasize the importance of identifying your hair type and texture. The boutique carries a full line of professional salon and consumer products such as Mizani, Jane Carter Solution, Matrix Biolage, CHI, Pureology, Royal Curl and many more. For more information about SimpleeBEAUTIFUL, please visit

About Diane Da Costa
Diane Da Costa is the former owner of Dyaspora Salon Spa in NYC, the first nationally acclaimed, Aveda Concept, natural curly textured salon. Diane’s industry influence has lead her to serve as brand ambassadors for top beauty brands. With over twenty years experience in the beauty, fashion and entertainment industries, Diane has worked with top celebrities in the business. Her work has graced the pages of ESSENCE, French Vogue, British Elle, InStyle, O Magazine, Vibe, Heart & Soul and many more. This beauty dynamo is also a creative consultant and writer, whose articles have appeared in AOL Black Voices,, Upscale and Diane’s monthly column “All Things Textured” is featured in the industry trade magazine, Diane is also the creative mind behind Beauty Girl Talk, which highlights beauty, hair and fashion tips for teens and young adults. Diane is available for quotes on industry trends and expert advice.

PHYTO (fee-toe) is a leader in botanical hair care treatments for all hair types. Created by Parisian stylist Patrick Alès in 1967, PHYTO formulas boast extremely high concentrations of active botanical extracts with clinically proven results. PHYTO is manufactured and distributed by Alès Group, USA, a subsidiary of Alès Groupe, a family-owned located in Bezons, France. PHYTO does not test on animals. Please recycle. For more information, please contact 1.800.55.PHYTO or visit Become a fan on Facebook at and follow on Twitter at

1 comment:

CaLiDiVa00 said...

I used to use the PhytoSpecific relaxer a few years back. It was actually the last brand of relaxer I used before going natural. I never achieved good results w/ that relaxer, but that could be due to a number of things, I’m not a professional and that was my first time relaxing at home, my hair had already endured prior damage from other stylists and I don’t know if I was caring for it properly. The relaxer never did get my hair bone straight though, which I guess is one of the features of the product so that it will leave you with some texture. I did A LOT of research on this brand prior to using it and although it doesn’t have the normal drying chemicals of most relaxer it had something else in it that I later found was very drying I forget the specific ingredient though. I do think the other products in their hair styling line are good though and plan to try them one day.