Brazil is globally recognized for its deep-rooted beauty culture — a place where aesthetics are not only celebrated but interwoven with identity and wellness. Now, one of the country’s most renowned salons, Studio W, is stepping onto the international stage with the opening of its first outpost in Miami. Known for its personalized approach, highly skilled professionals, and a philosophy that blends elegance with emotional well-being, Studio W brings a uniquely Brazilian perspective to self-care, just as global trends move toward authenticity, balance, and holistic beauty.
To learn more about this exciting new chapter, we spoke with Rosângela Barchetta, CEO of Studio W, who has led the brand with purpose and passion for over two decades.
Interview with Rosângela Barchetta, CEO of Studio W
Brazil has a strong reputation in the beauty and wellness industry. Do you believe this can influence the North American market?
The U.S. is the largest beauty market in the world, leading in both cosmetic procedures and aesthetic innovation. There’s a strong cultural focus here on maintaining a youthful and attractive appearance. However, Brazilian beauty brings something different to the table — a more human-centered, welcoming, and balanced perspective. At Studio W, we believe beauty should be natural, sophisticated, and aligned with one’s lifestyle. Our approach combines technical excellence, personalization, and well-being, creating an experience that’s not just about physical transformation, but also about emotional connection and self-renewal.
Brazilian beauty is already recognized globally, and we see enormous potential for its philosophy to further influence the U.S., offering fresh perspectives and a more mindful relationship with self-care.
Studio W is one of Brazil’s most respected salons, with a 25-year legacy. How would you describe its essence to someone unfamiliar with the brand?
Studio W is driven by a passion for people. We combine technical mastery with a deep commitment to personal well-being and emotional development. We see self-care as essential — not just about appearance, but about restoring balance, boosting confidence, and creating moments of meaningful pause. Our mission is to make every visit a welcoming, rejuvenating, and empowering experience.
Miami has a strong Brazilian community but also a multicultural clientele. How do you plan to meet the diverse expectations regarding beauty and hair care?
We’re known in Brazil for excellence in haircuts, color, and treatments. What sets us apart is our precision and personalized approach. Brazilian hair is often delicate due to our diverse genetic heritage, yet many women opt for lighter or platinum tones — which can be challenging. That’s why Brazilian professionals have become experts in advanced coloring techniques that maintain the health of the hair.
At Studio W, we prioritize ongoing training, so our team fully understands how to choose and apply the best color solutions for each client. We’re not tied to a single brand — we view products as tools, and when placed in the hands of well-trained professionals, the results can be extraordinary. We work with Dutch, French, and German products in Brazil and will maintain that same standard in Miami.
Tell us about the product curation for the Miami salon.
We selected high-performance, ethically formulated products that align with our service quality. In Miami, we’ll continue working with some of the trusted brands we already use in Brazil, such as Moroccanoil, Wella, and the Italian brand Davines — all of which are well-regarded by our team for their quality and alignment with our values. Additionally, we’re excited to offer Milbon, a premium Japanese haircare line not yet available in Brazil, known for delivering exceptional results.
What can you share about the team behind Studio W Miami?
Over a 120-day period, we conducted a careful selection process. Some team members had already worked with us in Brazil and are now based in the U.S., which made their integration seamless. Others from our Brazilian team are interested in relocating and are going through the necessary legal processes.
We’re not focused on hiring “celebrity stylists.” That era has passed. Today, our focus is on talent, ethics, curiosity, and emotional intelligence. At Studio W, we don’t create hair just for social media posts — we care for people. Our beauty services are meant to build self-esteem, strengthen confidence, and help clients feel truly good about themselves. I’m proud to have Bárbara Nogueira, our partner in the Miami operation, by my side. She shares the same contemporary vision of beauty that I do.
What can Miami clients expect from the Studio W experience? Will there be exclusive services adapted to the local lifestyle?
Miami is a city where beauty, sophistication, and practicality coexist. We’ll bring our signature services — customized haircuts, high-performance treatments, and a warm, client-centered approach — and adapt them to the lifestyle of the city.
We’ll also offer manicure and pedicure services, just like we do in Brazil, because well-groomed hands and feet are an essential part of self-care for many women, regardless of their background. Our goal is to make every client feel confident, elegant, and seen.
What global beauty trends do you think are shaping the industry right now?
Self-care has become more meaningful. It’s now about emotional well-being, inner balance, and relaxation — not just appearance. Clients are looking for clean formulas, natural ingredients, and sustainable practices. At Studio W, our product curation reflects these values.
Technology is also playing a larger role — from customized scalp diagnostics to advanced coloring techniques and personalized treatments. But beyond innovation, people are seeking an experience: sophisticated spaces, personalized service, and a sense of comfort. The future of beauty is authentic, sustainable, and deeply connected to well-being — and that’s exactly what we deliver.
What does this international expansion mean to you personally?
I started my career in education, which taught me the value of lifelong learning. When I entered the beauty industry 25 years ago, I quickly saw how transformative it could be — not just physically, but emotionally. Beauty is not superficial. On the contrary, research increasingly shows that self-care and well-being are closely linked to longevity and mental health.
In our fast-paced world, salons have become modern sanctuaries — places where people slow down, feel cared for, and walk away more confident. Leading this new chapter and bringing Studio W’s philosophy to an international audience is a deeply fulfilling personal and professional milestone.
At 61, I feel energized and ready. This expansion reflects not just the brand’s evolution, but also my own journey of growth and passion. I love what I do because it has the power to transform lives — and now, we’re ready to bring that transformation to even more people around the world.
Studio W Miami
3430 N Miami Ave, Miami, FL 33127
Phone: (786) 354-1690
