Rebecca Friedman

Rebecca Friedman, Co-owner and Stylist at GoodForm Salon Hollywood, is an industry favorite in Los Angeles and New York. Her credible individuality and ability to create a unique aesthetic has kept her busy in both the salon and as a freelance artist. Los Angeles based celebrities call on Rebecca to create their distinctive styles; through luminous color and cuts to stunning red carpet styles Rebecca stays in high demand.

Rebecca is a San Francisco native who spent much of her time in New York and the UK. Her mother and Uncle were both major inspirations for her due to their involvement with the British mod movement and Warhol/ Haring art movement of New York. Rebecca got her start in hair after her Uncle suggested she place her adoration of art and pop culture to good use. Rebecca applies much of that classic british sensibility coupled with New York edge and California laid back style to all that she does and it shines in her on point styling.

After she finished University she graduated from beauty school and worked steadily doing hair and make-up with the San Francisco Opera. She soon branched out slowly making her way south to meet up with innovative stylist Boyd Tizenor, who unknowingly guided her to Los Angeles and what is now GoodForm salon. Her path was to move to New york and continue her freelance growth as she was working on music videos with the likes of directors McG and Chris Applebaum for artists such as Brittany Spears and Mick Jagger. But Rebecca soon found that she adored her now co-owner Jay Diola and liked being Bi-coastal. This freedom afforded her the pleasure of working along side Danilo, Bob Racine and Renato Campora for various high profile campaigns and numerous Fashion Weeks.

Clients include Kim Kardashian, Chloe Sevigny, Vanessa Milano, Kristine Elezaj, Kimberly Wyatt and photographers Ellen Von Underworth, Matthew Rolston, and David La Chapelle to name a few.


Jay Diola

I am a mechanic and craftsman at heart. I build motorcycles, cars and built most of my house. The idea of taking something and transform it has always appealed to me, it transcends wood and metal and can be applied to hair dressing. Its all problem solving and ingenuity knowing what the hair should look like and assessing what challenges exist. It's a really cool process.

Growing up in Santa Cruz I started surfing, so when i wasn't building something I was in the water. I feel super connected to nature and the fluidity of the ocean, it's movement is ever-changing and you constantly learn to navigate its beauty, much like I do in my work. I think my approach to hair dressing falls somewhere between understanding the mechanics of my craft , building a strong foundation while adhering to the natural movement of the hair.

At 20 I moved to Los Angeles wanting to expand my knowledge of my craft and fell in with a great group of hair and beauty professionals who helped mold me into who I am today. Now as one of the owners of Goodform I am able to lend my 20 years of experience in this industry to my work both in and out of the salon ,striving to teach , learn and inspire everyday. I feel fortunate to have a job that can make people look and feel great.

I also have a great love for music and have been bestowed the role of music curator at Goodform.

Website: JayDiola.com


what type of dance style best describes your hairdressing style?
i would have to say 60 /40 split of breakdance and lambada.  its a very structured and athletic dance, while also graceful, with just the right amount of forbidden thrown in to keep it interesting.

What book best describes you?
one hundred years of solitude.  Kind of self explanatory.  

what  guilty pleasure would you use to describe yourself?



Cynthia Kendall

Styling for Cynthia is all about elevating the natural beauty in her clients. With 10 years of experience Cynthia applies her approach of effortless beauty to anyone that sits in her chair. Her haircutting is impeccable in design and she posses a keen eye for her clients individual needs. Cynthia draws inspiration from the world around her often spotting trends before they become mainstream. Her haircoloring approach is to take what her clients naturally have and enhancing it to.


Jeff Verbeck

Born and raise in the Arizona desert a hair dressing career seamed far fetched. Jeff came to Los Angeles on the heels of his eldest sister who had been scouted as a model. 


Finding himself being encouraged again by older sister Kim, who had transitioned into hair and make up. He too decided to take the plunge .After completion of school Jeff decided to immerse himself in the very specialized area of mens grooming. This specific practice of hair dressing pays homage to a time and era of mens barbering almost forgotten and requires certain prowess that spoke to Jeff.


 After years of perfecting his craft,he began to feel stifled by the narrowness of his focus.With a longing to expand his knowledge he began an apprenticeship at Goodform to learn the artistry of hair color and to hone his skill set in women's hairdressing.


      With over two years training under Goodform owners Rebecca and Jay learning the theory and practice of color,Jeff has become an impressively well rounded hair dresser.His tendency toward hand painted highlights gives his color an authentic subtlety .


Jeff is continually evolving and finds inspiration from watching the world through his young sons eyes.He lives with his lovely wife Kate his son Luke and their dog Roxy.


Elleri marossy


emma parkes


Born and raised in Los Angeles, Emma has always been interested in the art and creativity of doing hair. At a very young age she loved braiding and playing with her friends hair, later it was the natural progression into a career. She trained and received her cosmetology license in 2010 and has been pushing forward ever since.

Emma started at Goodform in 2011 to assist celebrity hair stylist, Rebecca Friedman who mentored her skills and cultivated creativity. In 2013 Emma moved to New York City determined to continue her knowledge of hair. She landed a job at Dop Dop Salon in Soho, getting the chance to work under industry leaders with L’Oreal and Redken educators such as Jo Blackwell-Preston, Josie Sanchez, Lori Zabel, Jay Vosper and Theresa Adams.

After a hard year in the Big Apple, honing her skills as a colorist and taking weekly classes lead by the best educators New York has to offer. Emma came back to her roots in Los Angeles where she is taking the tools she learned to Goodform Salon.

With just the right mix of the advanced technical training of New York, and the natural California edge, Emma’s approach to cut and color has style of its own.


Lorenzo Rodrigez


Rebecca- Contis

A native to Los Angeles, Rebecca started her career as a stylist at the Vidal Sassoon Academy in Santa Monica, Ca. After Completing the ten month program (specializing in cutting), she went on to work and assist in San Francisco where she learned precision barbering. After several years in S.F. Rebecca was given the opportunity to move to New York, where she trained then worked under the creative team at Mark Garrison Salon. She has since worked on numerous fashion shows including Mark Jacobs and Narciso Rodriguez. Her work has been featured in Rolling Stone and Interview, among others. Rebecca’s high standards and skill have made her a favorite among the fashion forward in Los Angeles.

Rebecca also is a Brazilian Blow Out specialist and educator.


Leila Burrett

  Leila Burnett's desire to become a hair dresser spawned out of a 12 inch tall doll. As a little girl, her barbies tresses became the blue print for what would soon become a burgeoning passion and later a fully realized career.  By age 10 barbie was thrust aside for a living breathing model on whom she performed her first hair cut. It was love. By high school Leila started dabbling in hair color, giving herself and her mother highlights and coloring the hair of anyone who would let her. This experimental phase further pushed her to realize her path as a professional hairdresser leading her to enroll in beauty school.
Fast-forward some years, this Southern Californian native has made a mark in her industry. Using her knowledge of hair dressing to to pay homage to her So-Cal roots.  Leila creates stunning demential color reminiscent of the sun drenched surfers of her youth. She dually draws inspiration from her young son and 20 something model daughter, often collaborating on photo shoots with the later.
   Leila's personal style and approach to her work are a reflection of a love for exploration and seeing new things. Meeting new people or hearing new music are things she can't live without. Hair dressing is another medium in which she can project her artistic vision through color and texture much the same way she does with paintings.
   She is always keen to continue her education ,learning new techniques to ensure fresh and innovative styles. Her vast knowledge of Schwarzkopf color allows her to create flawless color to compliment her beautiful low key haircuts. Leila is certified in many types of hair extensions and is able to obtain natural custom results catering to each clients need.


If you have one Guilty pleasure what would it be?

What do you mindlessly surf on the web?

If you were Goldie Locks, how would you describe "just right"?
Laying on the beach in Hawaii.


Hayley Farrington

Floridian born, Hayle grew up around horses and the rodeo, part rough and tumbble and part denim and diamonds.While this animal lover isn't afraid to get her boots dirty she needed to explore her love for all things creative.Touting a head of massive blond locks that she learned to wranggle from an early age, she has a natural understanding of how to manipulate hair. She then decided study the art of hair dressing.

  Hayley enrolled in the prestigious Paul Mitchell Academy as well as the  Vidal Sassoon Academy obtaining uncompramising knowlage in her field.Upon completion of school her true bohiemian spirit rose,giving her a sence that she should pursue things in a new environment.

   Hungry to be in a city where she could continue to grow and be inspiered,the West coast called, luring her to Los Angeles. Upon arrival Hayley dove into an apprenticeship.Rejoining the famed Vidal Sasoon team at one of their Los Angeles salons to further build a strong foundaion in percision cutting and classic sassoon coloring techniques.

   While Hayley has only been in Los Angeles for a few years ,she has built an impressive clientele and continues to do so here at Goodform .Feeling that she has found a perfect salon to pair her training,expertise and sensibilities.

    Having a strong passion for thrift store finds and an eye for design ,Hayle appriciates the concept of finding a treasure that needs some fine tuning an idea that carrys over into how she approaches hair


Boyd Tizenor

I am writing this bio for my friend and mentor.
Boyd Tizenor has lived many lives, been up, down, and lost it all.  But Boyd is still here and better than ever.  
The first time i met Boyd he picked me up from beauty school, through a mutual friend that thought he would like me Boyd drove me around and told me all he had been through growing up in LA. Learning from the best { Gene Shacove, The inspiration for the movie Shampoo} battling drugs and moving to Santa Cruz to start a better life.  He had a successful shop and was doing well. This was twenty year ago.  He taught me everything i know from client relationships to color to everything else. We took clients from 7 to 7 five day a week and went snowboarding or rode motorcycles on weekends.  He was a machine. I worked for Boyd for about a year,  i learned a great deal and had a great time but for me it was time to move on.  Five years later i was buying the shop i worked at and needed a partner. Boyd as always gave me money, advise, and support.  Boyd is big and moves fast.  Opening his own shop in LA and building another successful business on top of owning a very big and successful shop in Santa Cruz.  Things were looking up as usual as Boyd would come around with samples of his newest product or another idea he had.
Then Boyd opened the door to his Dark Passenger and lost it all. Ending it with a stint in jail and the loss of feeling in his hands from hand cuffs that were too tight.  
Boyd found light and the end of the tunnel and climbed back out. Riding a bike to do clients living in sober living and painting. Boyd found a new pace at which to run, a new idea of what the Good life is. He took up surfing and surfs everyday. He now enjoys shaping his own boards. Boyd looks at life very differently. He even looks at hair differently. Boyd explores shapes and textures with color and even his tools. He pushes and moves the hair finding new ways to get fresh looks, not for anyone else but for himself.  
Boyd is and will always be fearless, with hair, surfing, or taking back his life. He also compassionate with people and with animals, taking in many stray dogs as his girlfriend will tolerate.  
It has been and will always be pleasure to have his presence, knowledge, and inspiration around me. i feel gifted to get to watch him work.  He's just Boyd


Amalia Moscoso

Visionary hair stylist and colorist Amalia Moscoso sets the bar high for the art of styling. Her innovative techniques, personalized client attention, and renowned customized hair extension expertise make her a widely sought after stylist in both New York and Los Angeles.

Amalia Moscoso began her career in 2000 when she partnered with the Hair Police, an internationally recognized hair team specializing in extensions. Taking from her time spent shadowing iconic colorist Rita Hazan in New York and her partnership with luxurious and world-renowned color line Alfaparf, Moscoso inspires her loyal stylist following via seminars in both color and cut.
Through her continued product research in the extension market, Moscoso is able to tailor the color, length, and consistency of her client’s extensions with keen precision and innate attention to detail. Her technique provides clients with a completely natural feel while allowing flexibility to transform their look instantly with no permanent commitment — allowing the ability to wash, style, curl, and flat iron their extensions the same way they would with their own hair.

Amalia Moscoso has stamped her name on the technique of ‘dry-cutting’; perfecting a process that she feels is an integral part in providing precise, wearable cuts to her clients. Her conviction for creating a dry-cut masterpiece is underlined by her understanding that dry hair is usually placed where it naturally falls, painting clients an exact picture of how the hair will fare during the cutting process.

Adding to her core cutting and coloring services Moscoso offers extensive, expert lessons and how-to’s on both an individual and group basis. Her work is consistently featured in hair tradeshows across the nation and requested by A-List clientele. She is also accomplished in bridal updos, able to accommodate large bridal parties with dual hair and makeup styling services. In addition, Moscoso continues to create looks for fashion week runway shows, advertising campaigns, editorial content, and recording artists.

Amalia Moscoso wanted to bring her expertise of glamour and intimacy to the everyday hair obsessor in a much more accessible way — and so was born The Hair Dame. The Hair Dame is setting new standards for expertise in hair styling alongside the best hairstylists in beauty, fashion, and entertainment industries. She is bringing them to you through TheHairDame.com.

If you would like to see photo from her book go here


Bryan Tulao

Bryan has been connected with hair his entire life. His mother being a hairstylist and salon owner, Bryan was in and around salons from an early age, and often watched his mother work cutting clients, family and friends hair at home on her ''time off''.

In his teens, Bryan's friends would occasionally ask him to cut their hair, figuring the son of a hairstylist would naturally know what he was doing. These experiences would have varying outcomes. But Bryan would go for it using whatever tools were at hand, be it paper scissors, bic razors, and on one occasion a curved cuticle cutter used on Jane's Addictions drummer's under cut.

Hair has allowed Bryan to merge two of his passions, the other being music. Affording him the ability & freedom to record, play shows, and tour the world over the past 25 years. A lover of music, it's varying tones, rhythms and styles, Bryan naturally lends his ear for dynamics, details and subtleties to hair and listening to his clients.

Working with longtime mentor and former Sebastion Artistic director & educator Philip Carreon at Estilo Salon, as well as Hair master Juvencio Jimenez ( A key hairstylist that made up the team that would eventually become Goodform Salon ), Bryan learned from respected greats in the business.

Always conscious of listening to what clients want with there hair, and to make sure they feel comfortable, confident and relaxed in his chair. Bryan tends to work with, and accentuate each clients individual texture, style and tone.


1)What small thing can you not live without in your everyday life?:


2) Who or what is your style and or icon and why?:

Paul Simonon (The Clash). From Spiked hair punk in a ripped mesh shirt, to Pompadour Dub reggae Zoot suiter, to slick hair rockabilly Rocker ( All with the lowest slung Bass ). The undisputed king of cool.

3) Alive or dead, who's hair would you love to do and why?

Chrissie Hynde. So i could personally thank her for inspiring my favorite saying i often give to some of my clients when they ask about the length of their fringe/ bangs: ''Do you wanna be able to see, or do you wanna look cool''?
Also, Jimmy Page. So i could hang out with ''Jimmy Page''.


Amanda dlr


jon headley

Jon grew up in Springfield, Missouri.  After thirty-one years, he transplanted to South Florida. Spent four years on the east coast and he is now serving the west coast in Los Angles where he is building on his thirteen years in the hair industry as a master colorist/stylist. 

 He stays current with the latest hair trends and innovative state of the art techniques. He has extensive experience and training with Orbie, Kerastase, Keratin straightening systems, Hot Heads hair extensions, and of course certified in REDKEN color, products and techniques.


Who or what is your style and or hair icon and why?

Ahhh TRENDY! Cause you gotta keep up with whats going on!

How would you describe the affect that hair dressing has had on your life?

Hair dressing has made it able for me to express my creative side and talent as well as exploring my classy gypsy side!


Holly Elkjer

Holly has built an impressive reputation with her clients at GoodForm Salon. During her 12 years here Holly remains inspired by natural looking hair color and wash and go hair. Her cuts are known for their flawless grow outs. Classically trained at Vidal Sassoon Holly can transform her clients effortlessly by giving them a style that is flattering to their unique aesthetic and lifestyle. Her updos are both modern and classic and her color is luminous and radiant. Holly is a technical master at Hairlocs Extensions and has been giving her clients this service for the past 9 years. Her reputation as a freelance artist in commercials, editorial, and music videos also keeps her busy throughout the year. 


Lillian Olmedo


Julie Rea

From the charcoal grey-green Northwest, Julie’s early years were spent in the rural and city atmospheres redolent in off-kilter sensibility to David Lynch’s small towns. Injected into the avant-garde art scene by simply traversing the streets of Seattle, she first pursued hairdressing at 15. By the time she was 17 years old she was creating her first wig collection.

“I see everything as if it were a painting.. And I love how one small detail can change the impression of how you first see someone’s face. Like the stroke of a paintbrush or tiny light that shines through a piece of cracked wood. It’s very important to me how a client see’s themselves when relating to the world. Expression, whether it be clothes you wear, hair, makeup or creativity affects perception and can be an integral part of how we are perceiving in life. Very exciting. I like to think that hairdressers have a small part in that shaping of a daily life!”

As Julie moved from head to head, word spread from mouth to mouth of this prodigy of the coiffe. In the blink of an eye she was scouted, scooped, set as one of the youngest female Platform Artists to work on stage educating hundreds of hairdressers across America at the age of 18 years old.

After some years, Julie thirsted for new ways and places to expand creative endeavors: Hollywood.

“Cinematic chiaroscuro has always interested me, it’s a reality you see when growing up in the Northwest. There is a dramatic change of light that occurs all day long.”

for Julie's work please go here