Soft Studio

Soft Studio is a small hair salon on the second floor of the Ford building, a renovated former warehouse among small creative businesses in Southeast Portland. Gabriela Pieroni created the studio, and the owner runs it herself alongside the stylists who work there.

The salon's philosophy is to treat hair as an art medium and each client as the piece being made. Eco-friendly hair products are used in services.

Clients are asked to arrive on time, since arriving more than 15 minutes late means being charged in full and rescheduling. Changes must be made online at least 48 hours ahead. Cancellations with less notice than that are charged half the service price, while day-before cancellations and no-shows are charged in full. Refunds are not offered for services, but an adjustment can be scheduled within seven days if a client is unhappy with the result. Unused products can be returned for store credit only.

Street parking is available, and a pay lot sits across from the building at 10th and Division. Train tracks south of the building often block traffic between Powell and Division, so clients coming from south of Powell are advised to stay north of Division or come via 20th.

Messages go through the contact form, and replies can take time because the owner runs the studio alone.

Works with the natural texture of each client's hair and helps clients choose cut and color based on their features, texture, growth patterns and personal style.

A light, airy, cozy and private space with big windows and plants.