History
Born in Spain and raised in New York, David Groshen's explosive creativity first found expression in sculpture. This extraordinary talent would eventually transfer from sculpting clay to sculpting hair. Today, it is David's grounding in classic traditions along with his sensitivity to color and detail that have become hallmarks of his work.

A lifelong commitment to creativity and expression led David Groshen to create Salon East in 1991. Since then, Salon East has been recognized with a number of awards including the Salon Success 200 Award (voted on by salon owners); and Resident Publications' Readers Choice Award for Best Salon in Manhattan two years in a row. Salon East acts as a new product test site for the L'Oreal hair color system. Before founding Salon East, David was a popular stylist/colorist for fifteen years on West 57th Street.

Philosophy
At Salon East, the guiding principle is collaboration. Stylists will work with you to determine the best cut, color and style for you. Your input throughout the process is key to getting a look that you're happy with.

Additionally, David believes in a holistic approach to creating the best look for you. As a part of this approach, David has created a soothing, pleasant atmosphere with a sincerity and compassion that is evident even in the smallest details of the salon. It's the perfect environment to relax and focus on looking great and feeling even better.

Finally, David knows that a haircut you can't replicate on your own is worthless. That's why the stylists at Salon East provide the information and the tools you need to care for and style your hair on your own.

Articles
The publishing world is picking up on the exciting things happening at David Groshen's Salon East. As a result, various articles have recently been published about the salon and David's unique approach to color and cuts. Check out the following articles!

Straighten Up
New Woman Magazine, May '98

Question:
I want straight hair but I worry that longer, hotter blow-drying will be damaging. What do you suggest?

David Groshen of David Groshen's Salon East Answers:
To get stick-straight strands, all you need is practice and patience, says David Groshen, owner of David Groshen's Salon East in New York City. "Master these four steps, and blow-drying is east."" First, choose the right products. If your hair is fine, you want to avoid anything that could weigh it down like creams or gels. And all hair types should avoid products with isopropyl, ethyl, or methyl alcohol - they dry the hair too quickly, making styling more difficult.

The second step: Divide your hair into four main sections, secure each section with a clip, and divide each again into as many subsections as needed. "The trick is to make the sections thin enough so the heat penetrates; otherwise the hair below will remain damp, " says Groshen.

Step three is to blow-dry. Point the nozzle downward and pull hair taut to stretch the hair shaft. Groshen tells us to "think of the cuticles of your hair as tiny shingles: You want to direct the heat in the right direction so each one is smoothed down."

Step four: Finish with a blast of cool air (your blow dryer should have a "cool" setting) to seal cuticles. The best straightening products are Phytodefrisant Relaxing Balm, $15; Wella Liquid Hair Restructurizer, $14.99.

The Best Ways to get Exactly What You Want From Your Hairdresser 1997 Our Town Progress Report

Located in a townhouse on east 60th Street, David Groshen's Salon East is, he says, "his baby." Five-an-a-half years ago he opened the full-service salon, and today has a staff of 13 catering to busy clients clamoring for the right cut and color.

"I want people to feel they are coming into my home." Groshen says of Salon East. "We want it to have that warm atmosphere." The store certainly has that feel, with two fireplaces and fresh flowers as part of the décor. Groshen caters to working women, he says, and these women want to come to the salon to relax and get the style they want.

"Working women want to be conscious of an image they project," he says. "They want hair that's fairly serious for work, but functional and playful for home as well."

Groshen has written a book, "Seven Ways to Get Exactly What You Want From Your Hair Dresser," in which he offers tips and explains his philosophy. "I talk about why someone would want to color their hair, and identify the seven methods of coloring, from temporary to permanent and highlights," says Groshen. "I tell people, hair is the accessory that you wear every day so I want them to be conscious of the impression they're making."

Groshen considers his relationship with his customers to be a "democratic partnership" in which his clients have plenty of choices. "In my book, I talk about how communication is the key, knowing what you want, and knowing that you're entitled to get a certain service and to be heard," he says. "People give me the gift of letting me do their hair, my gift is how I do it. I can help them with their choices and we can work it out together."

Women have to think about their choices as the haircut is happening, and decide if they like how it's going along. "Disagreeing doesn't mean being disagreeable," says Groshen, acknowledging that many women feel uncertain about contradicting their hairdresser. "You're entitled to get what you want, that doesn't make you a bad person."

Groshen began in the hairstyling business about 20 years ago when he worked as a sculptor. His skills in that field have come in handy when styling hair, he said. "I knew I could make the hair the shapes I wanted. I could picture it in my head, thanks to my training," he said.

In addition to David Groshen, there are 8 other stylists available to take care of all your beauty needs. All the hairdressers do coloring, says Groshen and all have to be certified in subjects such as shampooing and blow-drying according to his strict, high standards. "I'm picky, because people pay for me and want people trained by me. They have to be good," he insists.