Our Story
Our Mission
To reveal, influence, and empower women to feel their best — no matter their story. At Urban Edge & Essence, every service is an intentional, elevated experience that honors the whole person: their hair health, their self-expression, and the confidence that blooms when both are genuinely tended to. We raise the standard through artistry, science, and care because every woman who sits in this chair deserves more than the bare minimum.
Our Values
Authenticity
Showing up fully present, honest, and genuine — in the work and in every interaction. Clients know what they see is what they get. There is no performance here. There is only the real, skilled, warmhearted person behind the chair and the craft.
Intentionality in Everything
Nothing here is accidental. The service menu, the suite environment, the herbal blends, the music — every detail is deliberate. This is not a cookie-cutter experience. It is a carefully constructed world designed to make every client feel that this was made just for her.
Compassion Without Condition
Every client is met with understanding, warmth, and complete freedom from judgment — regardless of where they are in their journey. This includes the woman navigating hair loss, the one who has never felt beautiful, and the one who simply needs someone to finally listen. There is room here for all of it.
Empowerment as the Outcome
The deepest goal of this work is not a finished look. It is the feeling a woman carries with her when she leaves — confidence, self-recognition, and the quiet certainty that she is worth this investment. That feeling is the whole point. Everything else is in service of it.
"Justine is so knowledgeable about the science behind coloring hair and her main priority is protecting its health. I’ve trusted her to do my hair for the past 4 years and she has never disappointed. I’d highly recommend her to anybody"
— Autumn G
Meet Justine
Licensed in Cosmetology, Herbology and Trichology, Specialized(Specializing) in Hair & Scalp Health, Hair Shedding/Thinning/Hair loss + Balayage, Color Corrections, Dimensional Color, Hair cutting, Grey Blending, Extensions, Toppers and Fashion Colors. I have been servicing since 2019,(7.5 years) and ongoing Trichology, Herbology + Cosmetology education. Raised in small town Hermosa, SD - pursuing the dream to provide luxury hair experiences in Rapid City, SD.