His success may have been attributed to the surname “Reyes” which for the past three decades has been a brand in the Salon industry. But Les Reyes is more than just a brother to beauty icon Ricky Reyes. He has his fair share in reinventing the salon industry. And his colorful life shared with his family is the same that turned out to be a well-lived life of comfort and happiness. My family and I had an up close and personal encounter with the man who taught us the lesson that less is more.
Started life with less
Les recalls growing up in a broken family impoverished for many years. He sold calamansi, kamatis, and anything in the streets and would sleep in jeepneys for nights in search for what he could contribute to the family’s basic needs. He admits to have sniffed rugby and engaged in other adventurous lifestyles while growing up, and in his quest for survival. He wasn’t able to finish high school and was married to a Thomasian nurse, Dina, who like many Filipino nurses had the opportunity to pursue the American Dream. He entered the US Army and learned the military life for nine years. The life was comfortable in the US for Les and his three children but his calling to be back was haunting. And he listened to his heart and went back to the Philippines, enjoying the dual citizenship and the lessons learned in the military.
Discovering the more with less
Clueless on what to do in the Philippines, initially, he became the Director of the Ricky Reyes School. He became a witness to the many positive and negative aspects of how salons are operated. He got all those that are positive, engaged his Art of War, and set up his own, with the permission of his brother Ricky.
Reyes Haircutters Salon was born and made an irresistible offer of a haircut that costs P50 in a salon setting that is clean, classy and trendy. It massified the salon industry and catered to the salon experience of ordinary men and women in communities. The P50 haircut became an attraction for people to try and avail of the services, and that opened the RHC doors to the greater mass of people who wanted the quality services for the amount that they could afford. “They deserve the best service as anyone else,” says Les.
The services were by expert technicians whom they trained in hairdressing and treatment services, as well as nails and other pampering services. It wasn’t hard for Les to find people to train because he knew that there were women, mostly housewives who wanted a career in the beauty and hair industry. He searched for them and empowered them not only in skills but also in how they lived their lives. They pursued a decent career earning unlimited income based on their willingness to work.
Reyes Haircutters Salon became the leading brand that sprouted in major locations in the Philippines and some parts of the world. There was a time that he breached the 200 plus locations as he expanded efficiently through franchising. His franchisees were mostly women who were also in search for empowerment—including overseas Filipinos who reintegrated back to their families. Les transformed them to become the entrepreneurs they dreamt to be.
Knowing the “Art of War” as a trained military man, Les Reyes knew what he was doing and explored the territory beyond what is in the practice of the industry.
Pivot for less to be more
Les Reyes admits that the salon industry suffered a severe blow due to the pandemic. In spite of the quarantine, he found his way to offer, whenever possible, haircut and salon treatment to the medical frontliners. But his Art of War isn’t running out of ideas to survive and win the battle. He claims that Covid gave RHC the chance to reinvent itself.
While some of his salons have closed, he offered his franchisees free franchise fee whenever they are ready to come back to business. He also proposed that they can pay when they are able.
But more importantly, he recently launched innovations in the salon industry. He introduced the concept of a Garden Café Salon for those with small garden in their homes in residential areas. Similar to an Al Fresco dining, Reyes Haircutters now operate in Al Fresco settings of garages, gardens and home spaces where they are able to blend the sale of plants, coffee and other products made by these families. He increased the prize of their services to one P150, considering the limited social distancing services they are mandated to observe.
He predicts that the salon and pampering services will benefit more from its outdoor settings that gives more safety to customers and also provides for a unique pampering experience. He asserts that the beauty, hair and pampering services are all essential services because the crisis is challenging everyone to find reasons to smile, look good and feel good.
As a leader in the industry, Les models to the other salon owners the lessons on how to help other people stand up and to find ways through the use of what is available to earn enough to survive and thrive. He envisions bringing RHC in every subdivision to be able to serve the small community. “There are various Reyes Haircutters variants people will soon see around them,” he assures.
More life with Les
MY family and I had a close encounter with Les Reyes and his family in their vacation home in a residential village in Tagaytay. And the days spent with him were conclusive on how life could be—less for more. While comfort was evident in the way he lives, there is simplicity with how it is spent. With no driver and only one maid, they are able to host guests with so much hospitality and care. His spiritual life is most admirable, as I am witness to his early morning meditation and prayers, as well as his daily rosary routines. But most importantly, it is on how he treats other people like real co-equal. He didn’t miss on entertaining the house helpers and driver we brought along with us—ensuring that they are entertained in the same way we were.
Les Reyes and wife Dina made my family realize that friendship is one of the best treasures that families can keep in this life journey. And his footprints have always given people the reason to smile.