your one stop glam spot .
“L uxury without ego” is the mantra that came to Masara Miramontez in a dream—just two weeks before opening the doors to her very own brick- and-mortar, Modern Luxe Lounge on Nov. 11. Located at 512 Wilson St. in Santa Rosa, this new beauty destination is a one-stop shop offering an elevated menu of services including makeup, aesthetics, spray tans, teeth whitening, full-service hair care, group sessions and more on the way. With years of experience in the beauty industry, Masara set out to create a space that stands apart—a creative hub rather than a traditional salon. Her vision is why guests can expect an ever- expanding range of services and experiences under one stylish roof. “I’ve taken a lot of inspiration from traveling to New York, San Diego and LA, where I’m from, and bringing those elements here,” Masara explains. Guided by her mantra, Masara’s long-term dream for Modern Luxe Lounge goes beyond beauty. She hopes to introduce community-driven programs, including one designed for Sonoma County youth—offering a welcoming resource for beauty education, confidence building and self-expression. Growing up, Masara was a natural at makeup—always the friend doing everyone’s glam. She learned so much from watching her aunt backstage as she prepared for theater performances. Now, she hopes to give young people the guidance, tools and sense of luxury she once wished for. As her brand, Makeup by Masara, continues to expand, these workshops could even provide starter kits for young people eager to learn. Though she didn’t always know what kind of business she would own one day, Masara always felt entrepreneurship calling. So, when she spotted the vacant building that would become Modern Luxe Lounge, it felt like divine timing. Just two months after signing the lease, the lounge is now officially open—brought to life by Masara’s vision and, she emphasizes, the unwavering support of her community. Masara’s husband David of SoCo Construction is the reason Modern Luxe Lounge was able to come together so quickly. The creative hub almost looks like an art gallery at first glance with striking black furnishings, organic-shaped tables and pops of bold color that make the room feel vibrant and alive. A statement wall of graffiti-inspired artwork sets the tone: creative, confident and one-of-a-kind. Soft, halo-like lighting fixtures float above, creating a warm, modern glow throughout the studio. Even the restroom becomes an experience, illuminated by neon pink and blue lighting that transforms an everyday moment into an unforgettable vibe. It’s the perfect destination for clients who want luxury with an edge.
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