ABOUT US
Straight Up Curls has been curls' best-kept secret since 2017 — our 5-star reviews on Yelp and Google say the rest. Our focus is healthy hair, period. We're known worldwide for our signature detox process, which clears away buildup so your hair can truly absorb color, moisture, and repair. We bleach with no heat. And we're picky about what touches your hair: Innersense Organic for clean, plant-powered care, Iuveni for biomimetic repair at the cellular level, K18's patented peptide technology — a company we consult with regularly — and Kin Color, our professional color line from Spain, family-owned on the Costa Brava since 1932. Everything here works with your natural texture, never against it.
CANCELLATION POLICY
A 72 hour cancellation must occur so not to be charged a $50 cancellation fee.
TEAM
Sherry Cassel
Meet Sherry Cassel, owner of Straight Up Curls and a 30-year beauty industry veteran who still genuinely loves what she does. Sherry specializes in naturally wavy, curly, and coily hair, combining thoughtful cutting, dimensional color, healthy-hair practices, and education to help clients understand and work with their natural texture. A former educator for L’ANZA, Framesi, and Iuveni, Sherry teaches detox and healthy-hair education worldwide and regularly consults with K18. She is also an inventor of beauty tools and products, always exploring the science, techniques, and ideas that can make hair care healthier, simpler, and more effective. Her philosophy is simple: your curls should be understood, not fought. Sherry wants clients to leave knowing not only that their hair looks beautiful, but why it works and how to recreate their results at home. Her approach is individualized, honest, practical, and never about forcing every curl into perfection. Creativity has always been part of Sherry’s life. She is also a writer, former editor-in-chief of The American River Review, and a former model who won her state Miss Big Beautiful America title. At 64, Sherry remains curious, creative, and passionate about her craft.
Personal Assistant
Behind the scenes at Straight Up Curls my assistant prefers to keep a low profile while helping everything run smoothly when extra support is needed. She works directly with Sherry and steps in as needed during busy seasons, schedule changes, illness, recovery from surgery, or those days when an extra set of hands makes all the difference. Her role is strictly to support Sherry and the salon behind the scenes, helping with the flow of appointments, client care, organization, and whatever else is needed to keep the day running as smoothly as possible. She is not available for independent appointments or salon services and does not maintain a separate client schedule. Think of her as part of the quiet support system behind Straight Up Curls: dependable, flexible, and there when Sherry needs her most. She’s happiest staying out of the spotlight and helping make sure clients are cared for and Sherry can focus on doing what she does best.