Aitous Rasouli is a Los Angeles-based hair stylist, salon owner, makeup artist and beauty personality. You might have seen his work on Times Square, The Oscars, MTV and E! With both Canadian and American certifications in Cosmetology and a Masters in Color, Aitous brings ten plus years of internationally based, multifaceted experience to the beauty industry. After receiving his training, he worked both on and off screen for a variety of international television networks relaying his extensive product knowledge. He was shortly scouted by Miss Universe and became the Artistic Director of Hair and Makeup where he worked for three years. Aitous has participated in a variety of film and television appearances and hosted masterclasses involving different hair textures during his tenure as the Official Brand Ambassador for the renowned brand, Liquid Keratin.
Aitous has collaborated with world’s top couture fashion designers and was privileged enough to work with fashion icon and Supermodel Varushka Von Lenderhoff during her final walk at LA Fashionweek. Aitous has used his skills as a makeup artist and hairstylist for many celebrities, influencers, and fashion models. After working in the beauty industry for 16 years, Aitous opened his one stop “glamformation” shop in Toronto, Canada to cater to clientele from different walks of life. Then he expanded and opened a prestige salon in West Hollywood in 2019. House of Aitous has been established as one of the premier destinations for inclusive beauty in Los Angeles. Aitous is currently planning to launch his own product line with the most cutting-edge, sophisticated beauty technology in the Fall of 2021.
Question 1. How did you get your start?
I think beauty has always been a deep part of who I am — even when I was really little. I was always reading Vogue Magazine ever since I could remember. I grew up a part of a Middle Eastern family in a small, conservative town in Toronto, Canada. So yeah, I definitely stood out.
I realized beauty was actually a calling for me at the beginning of High School, when I started doing hair and makeup for all the girls in my grade. I was the guy who would find the girls who were getting bullied and suffering from low self-esteem. I’d take them home, do their hair, and completely transform them into these incredible, glamorous creatures. I remember my dad would get so mad at me because I’d be like… dyeing their hair in the shower and the dye would get all over the place. He would tell me, “You can’t do that! You can’t just take some random girl home and do her hair in our shower!” And I would tell him, “Dad, I’m saving her from bullies. I’m saving her life!” I guess in my mind I was like, “I’m gonna make her be confident and beautiful. End of story.”
I kept this up pretty much all throughout High School, and I guess you could say I expanded my, “client base.” I was pretty much the go-to guy who would “glam” all the bullied kids – if they were gay, trans, or just struggling with their appearance. One of the most rewarding things was watching their personalities change once I glammed them. It’s amazing seeing someone who is sad, depressed, with no self-esteem change into a happy, beautiful person who is just radiant simply by changing their look. That’s when I found my purpose in life and knew this is what I needed to be doing.
Question 2. Who was your beauty Icon growing up?
Great question. Growing up I completely adored Brigitte Bardot and Sofia Loren. There is something so iconic, so elegant, and so completely timeless about their hair and makeup looks. It’s that perfect mixture of effortlessness meets the whole “va va voom “of Hollywood Glam that really inspired me. The makeup doesn’t compete; it enhances the natural beauty that is already there.
But I have to say the biggest icon for me is my Mom. She’s a former hairdresser and she’s so freaking beautiful! She’s confident, wears these amazing outfits and looks absolutely stunning in any haircut. She’s my inspiration.
Question 3. What were the biggest obstacles you’ve run into and how did you overcome them?
I haven’t really told anybody this before, but when I was 23 and just starting my career I was diagnosed with Cancer. It was such a dark and scary time in my life and completely shook me to my core. But honestly I was lucky. I survived. It was such a humbling experience because I saw so many people who were way younger than me going through so much worse. When people would tell me they felt bad that I had cancer I would always say to them, “Why? What makes me so special for me not to get Cancer?”
I couldn’t do hair or makeup for an entire year and it was this huge, gaping hole in my life. But I’m a fighter. I wasn’t going to let Cancer — or anything — get in the way of my dreams. In fact, it became this amazing growth experience that completely changed me. Before, I was always doubting myself and living for other people. Cancer gave me the courage to admit to myself that I’m an artist and I need to do hair, makeup, and color. When I got through radiation, I decided I was not going to let anything get in the way of my dream of opening my own Salon. I decided to move to LA and pursue my dream of making people from all walks of life feel beautiful and happy.
Question 4. What bit of advice would you give to somebody starting out in the beauty business?
Education, education, education. Your training is critical. You have to have good technique and a strong foundation. You’ve got to really apply yourself and expand your knowledge. Learn as much as you can about different hair textures, ethnicities, and skin tones. It’s a big, beautiful, multicultural world out there and you’ve got to offer your services and have the talent to be able to work with everybody.
Secondly, you have to find your, “why.” What really motivates you to do hair, makeup or both? When you have a purpose and are educated on your path you will be successful at anything you do.
Question 5. How do you pick hair color for your clients?
I’m a blonde fanatic. Everybody knows blondes have more fun – it’s a universal truth. When a woman goes blonde and the shade is right for her, it can totally change her personality. She’s confident and fierce, but it has to be done right.
In the color world, finding every woman’s blonde is where my skillset lies. I love taking a client who’s a brunette with darker features and wants to go blonde. I have a skill executing that natural, sun-kissed look. I specialize in extensions and balayage, a free-hand technique where I hand paint each section of the hair. With my creative approach and attention to detail, I help my clients achieve their goals. It’s very involved, client-focused and consultation-based. Not only do I keep my client’s skin tone, eye color, hair texture, and facial structure in mind, but there’s way more to it than that. I learn the lifestyle of this person, their favorite colors and the essence of their personality. Trust me when I say there’s a blonde for every girl.
Question 6. How has COVID-19 affected you and your salon?
I think it’s fairly safe to say that the COVID-19 Pandemic has posed many challenges for everybody. People have lost family members, relationships, jobs, and many businesses have closed. I myself am very sensitive with being respectful of lockdowns and trying to stop the spread. With all that in mind, I’m a small business owner and it comes at a hefty cost.
Hygiene is essential if you want to operate a salon and be a cosmetologist, and I follow proper sanitization steps religiously. House of Aitous is not some major corporation, and COVID-19 Pandemic shutdowns have caused a financial crisis for small salons like mine everywhere. We haven’t gotten the support from the Government, and a lot of the PPP Loans were given out to major corporations that were really not in need of them. I’ve invested in so many devices to keep House of Aitous extra clean between clients during the pandemic, and it’s all coming out of pocket for me.
Another thing that I’ve noticed throughout the COVID crisis is the number of clients who have told me my services are essential. You really have two types of health – physical health and mental health. I have women who are starting to go grey and their greys really bother them. Some of my clients have neck injuries and cannot wash their hair on their own, so they hire me. I also have clients who simply just want to talk. One of the many secrets of being a cosmetologist is you’re actually a lot of people’s therapist. Without my services, their happiness, hygiene, and self-esteem plummets.
Some people can say our services are superficial and non-essential, but I think that’s a reductive way of looking at things. When a person gets their hair done, 10% of it is just for show but in reality 90% of the reason why they do it is for the confidence it gives them on the inside. When you’re feeling good about yourself and confident, you have more energy, you can get more accomplished, and you’re happier. I really wish people would view Salons differently and understand that our services are essential in terms of mental health. Hopefully that changes when this global health crisis is over.