In October of 2024, hair care virtuoso Ona Diaz-Santin became an inspiration to many as she shared the story of her journey from being ashamed of her naturally curly hair to becoming a hair care professional armed with the legacy of three long generations of hardworking women.
As a child, Ona used to frequently visit the salons owned and operated by her great-grandmother, grandmother, and mother, planting the seeds of her affection for hair styling and self-care. However, the stigma around curly hair within and beyond her community pushed her to prefer keeping her hair straight. It was not until her high school graduation, when her blow dryer broke, that she had to embrace her natural curls and was surprised by the reactions.
The persistent stereotype that curly hair or “pelo malo,” which means “bad hair” in Spanish, is unprofessional, impure, and undesired has led many Latinx individuals to resort to heat or chemical treatments to straighten their locks. Ona, being an Afro-Latina with rich curls, knew the impact of such perception and took upon herself to change this scenario.
Over the past decade, Ona has emerged as an expert in curly hair care. She is the proud owner of the 5 Salon and Spa, located in the heart of Fort Lee, New Jersey and has been sharpening her skill set in the styling industry for almost thirty years. Formerly recognized as “The Hair Saint” by her regulars, clientele ranging from renowned celebrities such as Diana-Maria Rivas, Dr. Oz, to adults whose hair she has been styling since their young days trust her with their beloved locks.
What makes her unique is her approach to hair care which goes beyond one particular type. Though her specialty lies in managing curly hair, she has successfully amassed a versatile team comprising talented stylists, manicurists, masseuses, and more. Her main aim is to craft an all-inclusive, uplifting environment in which everyone can feel spoiled and gorgeous, irrespective of their hair type.
Ona’s determination can be traced back to the legacy of hardworking women she hails from. Matched with her industry expertise and personal experiences, she has become a notable personality in her community and afar. Her advocacies center around empowerment via natural beauty and this drives her everyday work and fuels her vision to carve a more inclusive future in the styling industry.
“When I look at my daughter, I see how strong she is. I realize that is what has been passed down, and it’s important because I have to pass the torch down at some point,” says Ona.
In true Dominican peluqueria style, Ona and her team at 5 Salon and Spa welcome all their patrons with a big smile, the latest celebrity gossip, and a warm “cafecito”. Hence, from being one of the clients who hid her natural curls to the one who now helps others embrace theirs, Ona’s journey showcases the power of embracing oneself and debunking antiquated stereotypes. A testament to her legacy is how her salon remains a driving force within the industry and continues to inspire those around it.
