Midwest Beauty House is Growing

January 3rd, 2019

We’re opening a second location in March!

Alice Ezrow founded Midwest Beauty House with the goal of fostering a better beauty culture in Madison. Three years later, those efforts have paid off.

In March of 2019, Midwest Beauty House will open a second location at 2334 Atwood Avenue, less than half a mile from the original corner beauty shop on the corner of Atwood & Winnebago. The new location will take over the storefront next to the Ohio Tavern.

The building dates from 1913 and originally housed the Security State Bank. Since then, it’s been a speakeasy, a bar, and a few other businesses along the way. Choosing a place with a connection to the neighborhood played an important role in deciding where and when to expand MBH’s operations.

“One of the most important aspects of better beauty culture is our commitment to community and authenticity. Our clients can visit either location and receive different services, but the same level of care and attention will always be there.”

— Alice Ezrow, founder of Midwest Beauty House

The corner shop will be primarily focused on haircuts and color, while the new location will feature an expanded palette of services, including popular aesthetic options such as eyelash extensions. The decision to differentiate the two locations’ services boiled down to pragmatism: the new space is three times larger than the corner shop. The current plan is to offer manicures, pedicures, and spa services at the new location, as well as being the go-to place for beauty products. Fun fact: Spa services will take place in the old bank vault!

With more space coming soon, MBH is looking to hire more stylists and aestheticians. Over the past few years, they’ve added a lot of talent (and will be taking on apprentices soon). With a new location, MBH looks forward to bringing on experienced stylists and aestheticians who believe in MBH’s mission: creating a better beauty culture.

(Last updated: January 3, 2019)

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