Kreitlow’s journey to organic salon land began two years ago, when she gave birth to her first daughter. She became more health-conscious and began researching what it took to open an organic salon. Kreitlow was worried what effects the chemicals she was exposed to would have on her health, and the health of any children she might have.

Of all the places you would think an organic salon would open, Milwaukee might be one of the last places you would think of. But don’t tell that to Caroline Kreitlow.

Kreitlow has just opened an organic-lifestyle friendly salon in Shorewood called Luxe (2219 E. Capitol Dr.). The name is French for deluxe, but she can’t take credit for the name. The name is left over from a fine furniture store.

“I like one word, elegant names for salons,” Kreitlow says. “When I was brainstorming names, Luxe kept coming to mind.” She asked the owner if she could keep the name; he agreed, and Luxe the salon was born.

She may own a green salon, but Kreitlow is by no means new to hair styling. She was trained at an Aveda institute and has worked as a hairstylist for 10 years.

Kreitlow’s journey to organic salon land began two years ago, when she gave birth to her first daughter. She became more health-conscious and began researching what it took to open an organic salon. Kreitlow was worried what effects the chemicals she was exposed to would have on her health, and the health of any children she might have.

“It would be foolish to think that when we put chemicals on our skin, it doesn’t get absorbed into our bodies,” she says. “We put billions of dollars into cancer research every year, and we don’t seem to get anywhere. It’s because we do it to ourselves. We destroy ourselves with the crap we put on our bodies and in our bodies.”

Kreitlow did further research to decide what products to use or carry.

“There are very few organic salons in the country and they all use PureOlogy,” Kreitlow, her own salon filled with various PureOlogy products. She said once she learned that PureOlogy was not only 100 percent organic but also 100 percent vegan, she was sold. When it came to deciding what coloring system to use, Kreitlow also choose another organic salon favorite, Organic Color Systems, which is ammonia free. Ammonia is added to hair dyes to open up the cuticles and allow the color to penetrate; at Luxe, Kreitlow opens up the cuticles by placing customers under a heat dryer.

Even though Kreitlow uses organic hair products and an organic coloring system (that is ammonia-free), she is hesitant to call herself an organic salon.

“We are as green as we can be in the realm of a salon,” she says. “But I’m still not sure how to be completely organic, in terms of cleanliness and sanitation.”

She is still doing research into organic salons, but in the meantime, she will stick to the label she is using. “I don’t want to be one of those people who market themselves as something that they aren’t.”

Kreitlow opened the doors of Luxe to the public on Oct. 15, and she said the reception has been great. Since she is located on Capitol Drive, right next to City Market, she gets a lot of foot traffic.

In addition to her prominent location, Kreitlow also has the support of the community behind her.

“Shorewood is a very green community,” says Kreitlow. “I see a lot of hybrid cars drive by.”

While she is aware that her salon has a green connotation, she doesn’t want to be exclusive. “Everyone is welcome here,” she tells me. “I don’t want to shove a lifestyle down someone’s throat.” She would, however, like Luxe like to be a place that pregnant women and new mothers can come and not worry.

“So many women think that they cannot color their hair because of the chemicals,” she says. “I’m here to tell them that it’s okay. When you look beautiful, you feel beautiful.”

She also hopes to entice area students with a 20 percent discount (with student ID, of course) on all services.

Krietlow has high hopes for her new salon. “It’s really hard for me to think past next week or next month, but I am just hoping that it is successful.”

She wants to create an inviting atmosphere for her clients.

“I don’t want to have one of those salons where I hire five people to do everything, and I only spend five minutes with you but still charge exorbitant prices.

“I want people to leave here with a great impression. I want to give 125 percent of the best customer service.”

Luxe Salon is located at 2219 E. Capitol Dr. To learn more about Luxe call (414) 332-LUXE (5893) or visit www.luxethesalon.com.

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