Henrico, VA — Local entrepreneur and community advocate Déja Coley is expanding her business footprint with the launch of The Rinse Retreat, a dedicated wash and blow-dry bar catering to women with afro-textured hair. The business, located at 8123 Staples Mill Road in Henrico, will officially open its doors on April 23.
Unlike traditional full-service salons, The Rinse Retreat focuses exclusively on providing a stress-free wash day experience, offering shampooing, detangling, and blow-drying services at a flat rate of $50—regardless of hair length or texture. The service model is designed to be straightforward, transparent, and efficient.
“When we say that’s the price, that’s the price,” said Coley. “You can trust when you come in here, it’s going to be $50, and that’s it. No tipping, no surprise fees.”
The concept was born out of Coley’s own challenges scheduling a wash and blow-dry appointment in 2023. She turned to social media to ask others about their frustrations with the hair industry and discovered common themes: additional charges for longer or thicker hair, and a lack of quality washing services in local salons.
“I am part of my target market,” Coley said. “For Black women with afro-textured hair, wash day can be overwhelming. I want to help women reclaim that time and energy.”
Coley, who also holds a cosmetology license and runs a real estate firm, has been involved in the beauty world since the age of 12. Her background includes experience both as a shampoo assistant and in salon operations, complementing her roles in business and nonprofit leadership.
She is also the founder of Girls Like Me, a local nonprofit launched in 2016 that offers mentorship programs for girls aged 11 to 17. The nonprofit, although without a dedicated office space, has collaborated with organizations such as Virginia Commonwealth University and the Henrico Education Foundation.
The Rinse Retreat employs five “cleanse care specialists” with plans to grow the team in the near future. The shop accepts both appointments and walk-ins—something Coley notes is increasingly rare in the industry. Clients can expect their service to be completed within 30 to 45 minutes.
The 1,000-square-foot space, previously home to a salon, has been transformed with a retro flair featuring pale-pink walls and pearlescent bubble murals inspired by the 1960s. Located near Willow Lawn, the site was chosen for its accessibility and central location for Coley’s target clientele.
“When I came to see it, somehow I knew it was the right fit,” she said.
Though the interior may resemble a salon, Coley is clear about The Rinse Retreat’s identity.
“This isn’t a full-service salon. We don’t offer braids, color, or cuts. We’re here to give you a quality cleanse—nothing more, nothing less,” she said. “This service isn’t widely offered as a standalone. It deserves more than to be just a step in a larger process.”
The Rinse Retreat will be open Wednesday through Friday from 8 a.m. to 7 p.m., and Saturdays from 8 a.m. to 3 p.m.
Looking ahead, Coley hopes to scale the concept beyond Henrico, eyeing Midlothian as a potential next location. Her long-term vision includes franchising The Rinse Retreat to bring efficient and inclusive wash-day experiences to more communities.
“This isn’t just about hair—it’s about giving women time back in their lives,” she said. “That’s the real impact.”
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