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American Culture invites you to become a part of our hairdresser family. Our focus is helping stylists propel their craft through out of the box, high quality superior products and unique formulas that make a true difference in clients' hair. We are committed to partnering with salon owners and stylists, and our motivation is to help them grow their business by providing them with tools to do bigger and better because of our efforts. We are dedicated to providing salon clients with at home maintenance products to help them replicate the salon look at home.


American Culture is a hairdresser and family-owned professional beauty industry business founded in 2001 by Louis and Doreen Guarneri. Louis Guarneri is a third-generation industry veteran who began his career in product distribution with lines such as ARTec, Scruples, Joico, and Farouk. His wife, Doreen Guarneri, is a hairdresser with over 25 years experience as a cutter/colorist, salon owner, platform artist and product developer. American Culture stands for freedom of expression, individuality and creativity.

The philosophy is simple: to define the culture of hair care through a non-demographic approach that spans all generations and bridges all ethnicities. Their approach to product development is to create out of the box, high quality and performance products that excite hairdressers and elevate their craft, along with at home maintenance products that enable consumers to replicate the salon look at home. Located in Long Island, New York, all American Culture products are developed and tested at their own salon location — The Look Spa Salon, an American Culture Premiere Institute. All products are created first and foremost with the integrity of the hair as prime importance. American Culture products are developed with only the finest high quality ingredients available and are never tested on animals.