D.O. Studio: A Cut Above

Ruben DeJesus cuts hair, but he never cuts corners when it comes to building a personal relationship with his clients. As Ruben put it, his job is “not about beauty, it's about helping [customers] feel more confident and spread joy.”

Ruben was born in Puerto Rico and grew up dreaming of a career in the beauty industry after feeling inspired while styling his aunt’s hair when he was younger. He came to the mainland at age 19, and soon after graduating from Empire Beauty School, he teamed up with his business partner David to open D.O. Studio in Lancaster. Their specialties include makeup, hair styling, waxing, blonding, and balayage. 

Ruben attributes his success to his “talkative, spunky personality” and his ability to remain joyful with clients: “No matter what we go through, they need to see the best part of us,” he says. From the moment you sit in his salon chair, you immediately notice the natural charisma which has taken him so far, but Ruben would be the first to acknowledge it doesn’t always come easy. Like so many others, he has had struggles with anxiety and depression over the years, but rather than let it hinder his passion, Ruben found himself working harder than ever before, and found solace in a career where he knows he is really helping people feel good about themselves.

Like other Latino entrepreneurs, Ruben also found the pandemic to be a particularly trying time for his business. According to Stanford University, Ruben’s business was one of the 27% of Larino-owned businesses nationwide that experienced temporary closures resulting from government-imposed lockdowns. A full 8% of all Latino-owned businesses faced closing their doors forever. 

Thankfully, once his salon was able to reopen in July of 2020, they had their best month for business ever and were able to battle back. Ruben DeJesus's impact is readily apparent in the Lancaster community, especially given that not all barbers and stylists are trained in beauty schools on how to handle different hair types that Hispanics and African Americans have. His experience has helped make his hair salon a true staple in Lancaster’s Hispanic community.

Be sure to visit D.O. studio and watch Ruben DeJesus light up a room — and your hair!