Chaz Dean, the founder of WEN Hair & Body Care, has redefined beauty norms through his innovative, lather-free haircare solutions. Transitioning from photography to cosmetology, Chaz identified a gap in the market for natural, holistic hair products. His commitment to cruelty-free, sustainable practices has not only garnered a loyal customer base but also set new industry standards. With a celebrity clientele and a presence on platforms like QVC, Chaz’s influence extends beyond salons, inspiring a global shift towards ethical beauty.
LISTEN TO THE FULL PODCAST EPISODE HERE
Beverly Hills Magazine: Chaz Dean, How are you?
Chaz Dean: I’m good, thank you! I’m excited to be here.
Beverly Hills Magazine: Let’s dive in—tell us about your transition from photography to cosmetology, given your obvious eye for beauty.
Chaz Dean: It started in high school with photography courses, which I loved. After moving to Arizona post-graduation, I took a commercial photography course at 18 but felt I needed more skills. I wanted to create the whole vision—hair, makeup, and photos—not just shoot pictures. So, I enrolled in cosmetology school, planning to return to California and work at Vidal Sassoon, the top salon. My portfolio of before-and-after shots gave me confidence, but Sassoon’s requirement to choose between cutting or coloring didn’t align with my holistic approach, so I joined Carlton, where I could do everything creatively.
Beverly Hills Magazine: Why was that creative freedom so crucial for you?
Chaz Dean: To have your creativity stifled in any way is just never going to work. If it does for a short term, maybe, but not really. Maybe just to learn or train or whatever. If it’s for growth, yes. But if it’s for your career path, I’m like, oh my gosh, no.
Beverly Hills Magazine: When did you start your entrepreneurial journey, and what triggered it?
Chaz Dean: It started when the company I worked for, they had their own product line, but they did not have their own deep conditioner. So it didn’t make sense. You have your own product line, but you order Hypro Packs from the beauty supply for your clients. That doesn’t even make sense. So why? So they said, if you want, we’ll set you up with a lab if you want to help us create one. Imagine I’m a 19-year-old kid and just because I asked that question, that door opened up, which was amazing. So I said, yeah, I would love to do that because I cook and I draw and all the art stuff and I’m creative and I thought that would be a great opportunity. So I did and I created a reconstructor conditioner for them.
Beverly Hills Magazine: That’s remarkable at such a young age. What happened next with their product development?
Chaz Dean: About six, eight months later, they said, we’re thinking of doing a more natural product line. Would you be interested? And I said, sure, but what would I get out of it? Because now I already did it once and it was just like barely a thank you, but I got the experience and I’m not taking away from any of that, but something more than just thank you. Asked me to do a more natural product line. I said, sure, what will I get out of it? Well, just show us proof you can do it first and we’ll talk about that later. And the 19-year-old brain, I’m like, I kind of already did that. Didn’t I do it? And isn’t that why you’re asking me to do more? But I like doing it and I didn’t want to close that door. I could have easily said no because I did it. And I’m glad I didn’t because it gave me the option to now create even more, even on a deeper level. And I created a shampoo for them, two conditioners for them. The line launched and now it’s worldwide. It’s the fashion formulas, the sexy concept. It’s that line. I created a perfume for them. So that’s what got my foot in the door. I didn’t know I could do that until I had that opportunity.
Beverly Hills Magazine: It feels like you were destined for this. How did those early experiences shape your approach to opportunities?
Chaz Dean: They taught me to seize opportunities and give others chances, as I wasn’t always given them. At 18, I was passed over for a photo lab manager role despite training the hired candidate, which fueled my belief in empowering others. The product creation at 19, though under-recognized with a mere penny-per-bottle offer, showed me not to define myself by setbacks. Instead of dwelling on being underpaid, I used those lessons to grow, encouraging others to see challenges as stepping stones, not roadblocks.
Beverly Hills Magazine: That’s a powerful mindset. As a Christian, I see forgiveness as key to moving forward. How do you view letting go of past burns?
Chaz Dean: Absolutely agree. Holding onto grudges only traps you, while the other party often moves on. Forgiveness, even for tough experiences, frees you to grow. Whether minor or severe, working through it—letting go—allows you to evolve. I teach this because clinging to pain, like my early under-compensation, limits you, but releasing it opens new paths.
Beverly Hills Magazine: Beautifully said. What inspired the creation of WEN Hair and Body Care, your signature line?
Chaz Dean: After resigning as a Carlton manager—where I wasn’t even paid minimum wage despite managing 25 people—I moved to their Bel Air salon. Its decline, due to the “Carlton” name’s discount perception in a wealthy area, led me to buy it when offered, despite past betrayals. On May 1, 1993, I opened it and abandoned lather, realizing shampoos stripped hair and color. Using Carlton’s conditioners I’d created, I developed a gentle, lather-free cleansing method, which became WEN’s foundation, driven by my belief in cleaning hair without harm.
Beverly Hills Magazine: Your lather-free philosophy is groundbreaking. How has it evolved, and what’s it like in your operations today?
Chaz Dean: Starting May 1, 1993, I used Carlton’s rosemary and sage conditioners, mixing them to cleanse without stripping. I’d ask clients why they used shampoo—always “to clean”—and explain they could clean gently, preserving hair and color. This built trust and a word-of-mouth following. I then worked with a lab to elevate my vision, creating WEN’s lather-free products. Today, it’s about educating clients to trust the process, with results—healthier hair and lasting color—speaking for themselves, all rooted in that initial 1993 shift.
Beverly Hills Magazine: It’s amazing how it was all part of a divine plan. What core values drive your business decisions now, given your journey’s lessons?
Chaz Dean: I never cut corners—if my name’s on it, it’s perfected before release, prioritizing quality over speed. Unlike others who set budgets first, I focus on the best ingredients, asking cost last to achieve excellence. WEN’s been vegan, cruelty-free, and Leaping Bunny-recognized since launching 25 years ago, reflecting my lifelong compassion for animals, even before I went vegan 10 years ago. These values—quality, integrity, and ethics—guide every decision.
Beverly Hills Magazine: Love your vegan commitment, as a near-vegan myself. How do you address protein concerns, given your lifestyle?
Chaz Dean: Since September 2014, I was pescatarian for five years, then fully vegan for over five. People ask about protein, but I point out gorillas, elephants, and cows—massive animals—thrive on plants. Cows don’t eat meat, yet people eat them for protein, which is ironic. Dark leafy greens, beans, and mushrooms provide ample protein. I grow broccoli and cauliflower, using their leaves like tortillas, maximizing nutrition and proving vegan diets are complete.
Beverly Hills Magazine: That’s eye-opening. How do you balance creativity with the practical aspects of running WEN?
Chaz Dean: It’s seamless because it’s my passion, not a 9-to-5 job. I’m always “on,” analyzing hair or skin, even in movies, but it’s not draining—it fuels me. Losing passion would be the issue, as I can’t fake it. I encourage everyone to follow their passion, not parental expectations, because that’s where success lies.
Beverly Hills Magazine: Your joy is infectious. Chaz Dean, it’s been a privilege. We wish you continued success with WEN and reshaping beauty standards!
Chaz Dean: Thank you! It’s been a joy, and I’m grateful to keep following my passion and inspiring others.
Conclusion Paragraph:
Chaz Dean’s journey from aspiring photographer to beauty industry pioneer exemplifies the power of innovation and authenticity. Through WEN, he has challenged conventional haircare methods, advocating for products that align with both personal wellness and environmental responsibility. As he continues to expand his brand and influence, Chaz remains dedicated to transforming beauty standards, proving that success is rooted in passion, integrity, and a commitment to positive change.