A collective that shapes ideas into existence and participates in the beauty of everything.
The salon was born so we could have a space to collide creation. Fōrma means to shape and we are here to support artists, push boundaries, collaborate, be the best version of ourselves, have a safe place to grow, to elevate the industry and everyone possible through education. We are proud to partner with the best products in the industry.
Chelsea James – Owner | Stylist
With a love for hair behind the chair, editorial work and multi media, Chelsea found continuing her own education sparked an ambition to share her knowledge with her peers. She loves connecting through the creative process we all share and tailoring her classes to the specific learning needs for each stylist. With the same passion for business she opened her own salon and it translates the ability to help each stylist find their own.
Chelsea is the owner of Fōrma + Collective Salon, Master Stylist behind the chair, published nationally as well as with L’Oréal Professionnel. She was the first woman to ever win a Hairbrained Video Award, she won NAHA 2017 Avant Garde category and was a finalist in the L’Oréal Professionnel Color Style Trophy. She has styled for music videos, New York Fashion Week and facilitated at TEACH IN for Hairbrained at IBS New York and PBA Beauty Week in Las Vegas.
With a genuine love for both the industry and education, she is dedicated to never stop learning and to give back her experiences along the way.
Jessi James Leone – Hair Stylist
Jessi has been in the industry for over 14 years and has a drive for both business and beauty. She has pushed herself through education and had the honor of walking with mentors along the way. She specializes in color corrections, blondes and makeovers. With a belief that you are always the student and a love for styling hair she couldn’t be more excited to have helped create a home for other stylists to grow and to be a part of change, creation, and collaboration. She continues to grow the business through branding, social media and photo/video editing.
Connect with Jessi:
Brooke Evans – Master Colorist
L’Oreal Professionnel National Artist/Educator
Brooke Evans, is one of the most sought-after color specialist in the beauty industry. Both behind the chair and now at Fōrma + Collective Salon. She is a national color and certified balayage artist for L’Oréal Professionnel and with over 15 years of expertise, Brooke has mastered the art of color, yet continues to evolve and challenge herself daily to ensure she is always elevating her own level of technical excellence as well as the beauty industry. Her innovative ideas combined with her overwhelming amount of passion and detail for color is her driving force making her a strong educator, colorist, mentor, and forever student.
Brooke’s success story does not come from a long list of celebrities she has worked on, but more from the profound impact she has on artists every day. Brooke is inspiring, she truly embodies a rare talent of being able to empower other artists and inspire them to want to deliver more for their guests in their chair as well as innovate their way of thinking to the next level. She is relatable, approachable, passionate, and extremely charismatic. Brooke loves nothing more than sharing ideas, knowledge, and her love for all things L’Oréal Professional and for our industry. She believes that everyday is a gift and tomorrow holds a mystery.
Connect with Brooke:
Randa Rivera – Hair Stylist | Makeup Artist
Randa is an expert hairstylist with 10 years of experience. Her passion for education is a driving force that sets her apart, mastering her craft and ensuring that she stays at the forefront of her field with what’s new in the beauty industry. She places high value on listening to her clients, understanding their needs, so she can customize something exceptional for each of her guests. She specializes in precision cutting, custom hair color, and works with all hair textures. Outside of the salon she is a photographer and artist that enjoys collaborating with other creatives. She truly enjoys connecting with her clients and helping them discover more of their own beauty.
Ashley Engle Samuel – Hair Stylist
Originally from Basalt, CO, Ashley decided to leave her small town to pursue her dream of working in the beauty industry. She moved and studied in San Diego, CA at Paul Mitchell. When she returned home she began her career in Aspen, where she assisted the owner of a well established and prominent salon. Craving more diversity and education she moved to Denver. She apprenticed two more years at a top salon in the heart of Denver and earned her place among many lead stylists. Being in the industry for ten years some of our her accomplishments include work on numerous photo shoots and fashion shows as well as styling at New York Fashion Week. She specializes in vivid hair coloring and is known for her short women’s haircutting, although she prides herself on a jack of all trades. She looks forward to meeting you and creating something beautiful!
Connect with Ashley:
Evan Petsikas – Hair Stylist
Leanne Marcolina – Hair Stylist
Having worn her hair in almost every length, color and shape…Leanne can offer perspective and attuned advice. Anything from huge change to minor adjustments, she’ll dive in, designing for the individuals wants and needs. She’s found great success with color corrections, blondes and all cutting from very short to super long. The world of hair offers immense possibilities; technique, design, trend, technology, education…the intrigue captures Leanne’s focus and instigates a drive to constantly expand in all directions. Her intention for everyone in her chair is to have longevity and functionality from a look they love, and ultimately the proper integrity of the fabric of hair.
Connect with Leanne