How House of Foils Disrupted the Hair Industry
In this episode of Her Layered Life, Amanda sits down with Shannon and Ashley—founders of House of Foils—to talk about what it really looks like to disrupt an industry that’s been “the same for a long time.” What started as a simple idea (cute, high-performing foils that actually work behind the chair) turned into monthly limited-edition drops, a community stylists genuinely love, and a brand that’s pushing legacy companies to pay attention.
They share the scrappy early days (muffin boxes for PR packages, anyone?), the behind-the-scenes of building FOMO the right way, the reality of tariffs and cash flow pressure, and how their partnership works—different seasons of life, different strengths, same mission: make the hair industry more creative, more positive, and more fun.
In this episode, we cover
1) The “why” behind House of Foils
Shannon and Ashley break down what foils are actually used for in the salon and why they saw a huge opportunity: make something disposable feel elevated, joyful, and content-worthy—without sacrificing performance.
2) How it all started: a suggestion that turned into a partnership
Ashley originally didn’t want to start another business—until Shannon floated, “What if we do it together?” From there it was samples, testing behind the chair, and learning that foil isn’t just foil (weights, textures, quality = everything).
3) The scrappy season (aka: the season that built the brand)
They talk about starting with the minimum order, splitting costs, shipping orders themselves, and building a brand story that created momentum from day one—even when resources were tight.
4) Designing drops people actually feel connected to
Their limited edition monthly launches aren’t random—there’s intention, storytelling, and a deep understanding of what their community wants. They share how meaning, details, and connection create real attachment (not just “cute prints”).
5) The power of details: why people love the brand (even if they can’t explain it)
From stickers and packaging to handwritten touches and intentional unboxing—Amanda shares why “the little things” are often what make customers feel seen, valued, and loyal.
6) Roles + strengths: operations vs. marketing genius
Shannon leans into operations and structure; Ashley brings the creative “do it now” energy and marketing instincts that keep the brand moving fast. Together, it works because they respect each other’s seasons and strengths.
7) The hard part: tariffs, cash flow, and staying afloat
They get real about the stress of unexpected bills and tariffs, cutting expenses, tightening operations, and finding creative ways to stay profitable without dumping the cost on customers.
8) Growth goals: new products, education, and expanding beyond “just hair”
They tease what’s next—more stylist tools, more education, stronger community building, and products that may reach the mass consumer market. (They’re just getting started.)
9) Disrupting legacy brands without losing your peace
They share what it felt like when competitors started noticing—and why their advice is simple: stay in your lane, don’t look sideways, and keep building what you wish existed.
Favorite quotes + moments (pull for your blog/social)
“You took a boring disposable salon tool and turned it into something functional, creative, and genuinely exciting.”
“Sometimes it’s not your time… and when it is, you take it and run.”
“People don’t always know why they love something—sometimes it’s the details that make them feel special.”
“Innovation doesn’t require permission. It requires listening, courage, and consistency.”
Rapid-fire recap (Shotgun Round)
One decision that changed everything:
Bringing Ashley in as a true business partner (initiative + accountability).
Bringing Kavri (Ashley’s husband) on full-time (finance, stability, scale).
A launch that surprised them:
Their first influencer drop (outperformed expectations).
Their “foil-off” design contest (massive engagement + follower growth).
Biggest myth about breaking into hair:
“Nothing new can be created here.” (False—buyers and stylists want new blood.)
One word to describe House of Foils:
Strong. Creative. Fun.
Advice for women disrupting established spaces:
Ruffle feathers if you have to. Stay consistent. Don’t let “saturated” scare you.
Key takeaways for entrepreneurs (Her Layered Life-style)
You’re not late—you’re being prepared.
All the “random” experience stacks. It’s compounding—especially when you stay in it long enough to earn the win.Details build devotion.
People return to brands that make them feel something—seen, special, part of a story.Momentum is real—ride it.
When things start working, don’t shrink. Build. Launch. Learn. Repeat.Compete less. Create more.
Women don’t have to win by tearing others down. We win by building something better—and bringing people with us.