New York has a Jean Louis David seemingly on every corner, LA various salons from Beverly Hills to West Hollywood. But for some reason, Las Vegas has never had a quick, easy solution for getting Victoria’s Secret model-worthy blow-outs. Until, that is, hair guru Todd White opened his Platinum Entourage Blow-Dry Bar + Salon.
Before he introduced Vegas to the international blow-dry-bar craze, White ran a hair and makeup agency, also called Platinum Entourage, which was contracted out for photo shoots, commercials and advertisements around town. Now, he uses the skills and contacts honed there to make sure his salon’s clients step out the door looking catwalk-ready.
White has always had a knack for hair; he grew up a singer and dancer, practicing his skills on showgirls and female costars. After his work became in demand, he tried to juggle both before quitting performing altogether to focus on hair styling.
“We combine my business sense with his brain and make it something good,” says cofounder and director of operations Craig West, White’s partner in both life and business. “He did all this research on blow-dry bars across the country, and had been following it closely. Everything that he’s put his hands on has been a success. This, too, is going to be the best there is.”
The mood in the airy salon, located just off 215 West and Rainbow, feels glamorous instead of stuffy, with sparkling crystals hanging from the high, white ceiling. “I like the East Coast art studio feel,” White says. “I took the clean, crisp lines from LA and splashed in some Vegas bling and disco balls. I like to be whimsical.”
At Platinum, there’s a menu with several $35 styles to choose from, ranging from the classic blow-out to soft waves (think Scarlett Johansson). Whatever you choose, don’t expect to walk out with a cookie-cutter blow-out.
“I literally have OCD, but I found a way to channel it into an art,” White says. “I’m a perfectionist, so all of my blow pros go through blow-dry boot camp. They’re tortured; the way the air blows, the way the brush is held, the way it’s clipped, everything is a signature style.”
With such precision, it’s no surprise that White knows exactly when his job is done.
“When the look is perfect, clients walk differently, sit differently,” White says. “Until then, I tell the artists, ‘She doesn’t have that sparkle yet.’ And they know exactly what that means: They keep working on the hair.”