Today we’d like to introduce you to Samantha Sommerlatte.
Hi Samantha, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I’ve been cutting hair since 2012, when I was 18 years old. What started as a passion quickly turned into a lifelong pursuit. After working in just a few salons early on, I realized how much the environment around you shapes your work. Not just the physical space, but the energy, culture, and people you surround yourself with. That realization stuck with me and became a guiding principle in everything I’ve done since.
In 2019, I started Proper in a small suite of less than 100 square feet. It was humble, but it was mine. A space where I could fully express my vision and style. Over time, it became clear that both the business and I were outgrowing the space. After about a year and a half, I knew I had to take the leap and expand.
That decision came right in the middle of the pandemic, which added an extra layer of uncertainty to the entire process. Navigating that time wasn’t easy. There were a lot of late nights, tough decisions, and moments of doubt. But it also taught me so much about resilience, adaptability, and the value of having the right people by your side.
I feel incredibly lucky to have shared this journey with my business partner, Iñaky Strick. His support, insight, and creative energy have been invaluable. When the opportunity came to move into a larger space at The Landmark, we didn’t hesitate. I’ve admired that building since I was a kid. It’s always felt special to me. So being able to grow Proper there felt both surreal and full-circle.
Throughout this journey, one thing became clear: I truly missed being part of a team. More than that, I realized I had a genuine desire to lead. To create a space where people felt supported, inspired, and excited to come to work. Today, Proper has five chairs and an incredibly talented team that I’m so proud of. What once felt like just a dream has become a living, breathing space where creativity and community thrive.
Building this business has been one of the most rewarding experiences of my life. I take pride not only in the hair we create, but in the environment we’ve built. A place where both clients and team members feel valued, comfortable, and genuinely appreciated.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It hasn’t always been a smooth road. One of the biggest lessons I learned early on is that building a great team isn’t just about talent. Of course, technical skill matters. But what truly sets someone apart is their mindset, their energy, their ability to uplift others, and their willingness to grow. Positivity, professionalism, and a strong work ethic are non-negotiables for me. Something deep down has never been willing to compromise on those values.
As Proper began to grow, I quickly realized that leading a team comes with its own unique set of challenges. It’s not just about hiring people who are good at what they do. It’s about investing in them, helping them evolve, and navigating the many layers of mentorship and accountability. Leadership isn’t just a title. It’s a responsibility to be consistent, clear, and compassionate, even when things get uncomfortable.
It took me about a year and a half to build the team I have today. A group of stylists I’m truly proud of. That process required patience, trust in my vision, and a lot of self-reflection. One of the most difficult things I had to learn was how to let go of team members who weren’t aligned with our culture, or who needed growth in areas they weren’t ready to face. Those conversations about showing up on time, meeting expectations, or taking feedback, were never easy. But I’ve come to see them as necessary parts of being a real leader.
Each challenge has taught me something important. Every tough moment helped shape the culture we’ve built at Proper. A culture grounded in mutual respect, collaboration, and high standards. And while it wasn’t always easy, I truly believe those experiences helped me grow not just as a business owner, but as a person. Watching this team come together and thrive has been one of the most fulfilling parts of the journey.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
At Proper, we offer a refined, masculine grooming experience that goes far beyond a standard haircut. Our signature service, The Proper Treatment, is designed to deliver luxury, relaxation, and attention to every detail. It starts with a meticulous, precision haircut, followed by a warm paraffin hand dip, a gentle face wash, essential oil–infused steamed towels, a hydrating face massage, and a soothing hand and arm massage. Imagine the most luxurious, relaxing haircut experience you’ve ever had. Elevated.
Proper blends modern masculinity with old-school charm, creating an atmosphere where our guests feel confident, cared for, and part of something bigger. Not just clients, but members of a community.
What truly sets us apart is our dedication to consistency, detail, and hospitality. Every visit is an experience. Personalized, elevated, and full of energy. From the moment you walk in, our goal is to help you leave feeling sharp, confident, and inspired.
Rather than TVs on the walls, we offer a curated bookshelf and a space designed to fuel your mind while you wait. Two of our favorite quotes greet you:
“The key to YOUR better future is YOU.” – Jim Rohn
“You did not come into this world to be average. Be Proper.” – Sam, our founder
We’re also known for our one-of-a-kind speakeasy vibe and a prime selection of complimentary whiskey and craft beer. Emphasis on the whiskey. We currently have over 60 bottles and counting.
What does success mean to you?
To me, success isn’t just about personal achievement. It’s about how you make others feel and the impact you have on the people around you. I define success by the positive influence I can have on others. Whether that’s mentoring a stylist who starts out unsure of how to cut men’s hair and watching them grow into a confident, skilled professional, or simply creating space where people feel seen and supported.
True success, to me, includes building a culture where people feel valued, empowered, and inspired to reach their full potential. Of course, setting and achieving personal goals is important. But the moments I’ve felt most successful are when the people around me – friends, teammates, fellow stylists – are thriving too. There is nothing more fulfilling than growing together and lifting others up along the way.
Pricing:
- $45-$150
Contact Info:
- Website: Propersalonformen@yahoo.com
- Instagram: @propersalonformen
- Facebook: Propersalonformen
