Coming from a family who has been in the industry since 1929, Gina Rivera, was destined to pursue a career in the world of beauty. From her early roots of sweeping hair from the floors of her parent’s salon, Gina attended beauty school and later moved to a booth renter salon where she quickly established a winning reputation. Clients loved her as she never let anyone leave without feeling amazing.

And, the staff adored her because she was so open about sharing her knowledge and offering support where needed. Based on her learnings behind the chair, Gina realized not all salons are created equal and a majority of booth renters are usually provided very little support to ensure their success. With a passion for the industry, Gina became a fierce advocate for supporting the goals of Lifestyle Professionals who had the desire to operate their own salons, but perhaps lacked the financial resources. Gina realized that she had the opportunity to redefine the options available for sole proprietors in the beauty industry. With this, Phenix Salon Suites was born, establishing a new experience and opportunity for Lifestyle Professionals to own and operate a business at a fraction of the cost of traditional salon settings. 

Gina is a wife and a mom, a national seminar speaker, addressing both the artistic and business side of the beauty industry for the American Association of Hair Care Professionals and others. She is also a seasoned columnist, featured in well-known publications such as Fashion & Style, Modern Salon, the Huffington Post, Glamour, Today.com, Oprah’s O Magazine and a little closer to home for this audience, the Franchise Times.  With more than 500,000 social media followers tracking her “Tip of the Week” this Undercover Boss has quickly become one of the most well-read columnists on the web, providing advice on how to succeed in business and life to fans and beauty enthusiasts.