OUR STORY

Thank you for Visiting us at Urban Charm -- we are honored to have you here and to serve you.  

content
SAMANTHA
Owner and Extension Specialist 
Hey, I’m Samantha — the heart behind Urban Charm. After over a decade in the beauty industry and a journey that included building and selling my first salon (Studio 4th Avenue), I’ve stepped into a new chapter that’s all about creativity, connection, and doing things with intention. With 11+ years behind the chair, my passion lies in helping you feel like your most confident self—whether that’s through custom extensions, dimensional color, or a fresh tone that brings your whole look to life. I specialize in seamless, natural-looking transformations and offer hybrid options to meet your unique hair goals. I believe a great stylist does more than great hair. I care deeply about creating real connections, learning your story, and giving you a space to feel seen, celebrated, and cared for. A few things about me? I’m iced coffee obsessed (hold the cinnamon or pumpkin spice, please), a forever fan of yellow, a bookworm who loves a spicy romance read, and a dog mom who finds joy in the simple things—family, sunflowers, tacos, and good conversation. Traveling feeds my soul, and I’m always seeking ways to grow and give back through community involvement and volunteering. Urban Charm is my love letter to every guest who’s trusted me with their beauty journey. I can’t wait to meet you and turn your hair dreams into reality.  
content
ALYSSA
Blonding Specialist

With over a decade behind the chair and a background in film, bridal styling, and lived-in blondes, Alyssa has become known for her signature approach to dimensional, low-maintenance blonding that grows out beautifully and looks effortlessly elevated. She’s passionate about creating custom color that fits your lifestyle—and makes you feel seen. Extensions? Obsessed. Bridal styles? In her toolkit. But blonding? That’s where the magic really happens. Alyssa is a mom of three fierce daughters, a true crime junkie, and a self-improvement enthusiast. Her chair is a judgment-free zone where beauty meets vulnerability—and every appointment feels like a safe space to just be yourself. If you want expert blonde work and real connection, you’re in the right place.


content
MATTIE
 Brow and Lash Artist
I am a North Dakota native, major dog lover, and boy mom with a Dr Pepper addiction.  After 4 years in the industry, I have developed a passion for all things brows, lashes and waxing.  One of my top priorities is making my work space a safe place for clients of all ages.  When I'm not working, you can find usually find my husband and I taking our dogs for an evening walk, cooking a comfort meal, or watching pimple popping videos.
content
CASS
Spray Tan Artist
Hi! I’m Cass, the founder of The Spray Society — where glowing skin meets good vibes. As a certified personal trainer with a passion for health, fitness, and all things wellness, I believe beauty starts from the inside out. When I’m not helping clients feel confident with a flawless tan, you can find me outdoors camping, reading, cooking up a storm, or chasing around my energetic (and adorable) almost 3-year-old son. I started The Spray Society to help people feel confident and beautiful — and I’m so excited to keep growing this space with new services, education, and meaningful connections.