About CHERIN CHOI
Cherin Choi, one of the most renowned and sought-after colorists in Los Angeles, has revolutionized the hair industry with her innovative vision and impeccable technique. Celebrated by celebrities and trendsetters alike, her name has become synonymous with excellence in hair color, and her legacy spans a loyal client base that seeks more than just a simple makeover: they crave an unparalleled artistic experience. From the halls of the prestigious TONI&GUY Academy to the legendary salons of Neil George and Ramirez Tran, Cherin has perfected the art of creating elegant, modern, and healthy styles that redefine what it means to look and feel extraordinary.
But Cherin is more than just a colorist; she is a trailblazer who uses her influence to challenge traditional beauty standards. As a Korean American woman, she brings a unique perspective that celebrates diversity and highlights the beauty of authenticity. Instead of adhering to the restrictive rules of an industry often defined by narrow ideals, Cherin has dedicated herself to educating and empowering her clients, proving that true beauty comes from embracing what makes us unique.
At Beauty Voices, Cherin Choi not only shares her mastery in color but also her commitment to authentic and meaningful representation. Her message is clear and powerful: beauty should be inclusive and celebrated in all its forms. Through her artistry, she inspires women to feel confident and proud of their identities, using hair as a canvas to express strength, individuality, and freedom. Cherin is a modern beauty revolutionary whose influence in Los Angeles and beyond continues to set the pace for an ever-evolving industry.
How do you leverage your influence in the beauty industry to challenge conventional standards, redefine beauty, and promote authentic representation that empowers women?
As a Korean American woman in the beauty industry, I use my influence to celebrate diversity and redefine beauty through authentic representation. By focusing on individuality in my work, I encourage women to embrace their unique beauty rather than conform to narrow standards. I also advocate for inclusivity through my platform, sharing stories that inspire self-acceptance and confidence. To me, true beauty is about embracing what makes each of us unique, and I’m dedicated to empowering women to express their truest selves unapologetically.
What obstacles have you encountered while striving to shift the beauty narrative in your field, and what key factors helped you overcome those challenges to continue driving change?
As a hairstylist in Beverly Hills, one of the obstacles I’ve faced is challenging the industry’s deeply ingrained standards of beauty, which often lean toward a narrow, Eurocentric ideal. Educating clients on the beauty of diverse hair types, skin tones, and aesthetics is an ongoing process.
What’s helped me overcome these challenges is a commitment to my craft and building trust with my clients. By consistently delivering quality work and demonstrating how diverse beauty can be equally elegant and modern, I’ve been able to shift perspectives. My clients’ confidence in their own unique beauty is my greatest success and the fuel that keeps me motivated to drive change in the industry.
How do you see beauty standards evolving in the future, and what role should the media play in shaping a more inclusive and authentic representation of beauty?
I see beauty standards moving toward greater inclusivity and authenticity. I believe we’re shifting toward a celebration of individuality, where diverse hair types, skin tones, and cultural backgrounds are embraced. Clients are increasingly seeking styles that reflect their unique identity rather than trends that may not resonate with who they are.
The media has a powerful role to play in accelerating this shift by showcasing a wide range of beauty in a genuine way. Rather than setting rigid standards, media should highlight real people and diverse beauty stories, encouraging self-acceptance and self-expression. When media reflects true diversity, it empowers everyone to see beauty in themselves and others.
How do your personal values influence the beauty rituals you create or practice, and in what ways does this alignment impact your overall well-being and sense of fulfillment?
I believe beauty should be as sustainable as it is transformative, so I prioritize products that are gentle on people and the planet. This commitment aligns with my values and reinforces my purpose, knowing I’m positively impacting clients’ health and the environment.
Using eco-friendly products and mindful practices enhances my well-being and fulfillment. Seeing clients glow with confidence from values-driven rituals reaffirms my dedication to holistic, responsible beauty—creating results that feel as good as they look.
Given your experience living between cultures, how do you think Korean and global perspectives on beauty can work together to foster deeper and more inclusive change in global beauty standards?
Living between Korean and global cultures has shown me how these perspectives can unite to create more inclusive beauty standards. Korean beauty’s focus on self-care and skincare rituals can inspire a nurturing approach, while global beauty’s emphasis on diversity and individuality broadens the idea of what beauty can be.
Together, these perspectives encourage people to embrace authentic beauty that feels empowering. For true change, media and brands should spotlight diverse representations that blend self-care with self-expression, creating a universal standard that celebrates all forms of natural beauty.