This post was updated July 20 at 6:21 p.m.
Daniel Ordoñez is transforming the men’s wellness sector, one barbershop at a time.
The UCLA alumnus said his experience in the design media arts program gave him the foundation he needed to later thrive as an entrepreneur. Establishing his brand Saints in 2018, Ordoñez said he understood how pivotal having a space for men to prioritize themselves was and knew there was potential for the barbering business to evolve. Because vulnerable conversations could be seen as taboo for men, Ordoñez said he wanted to encourage his clients to talk about their feelings and emotions, as he sees that as a big part of self care.
“I really feel that barbershops are the closest thing to a wellness space for men, but I don’t think that concept of wellness exists in the zeitgeist,” Ordoñez said. “It’s important that we prioritize self care – that we’re doing the things necessary so that we can be the best versions of ourselves, and I want to extend this mindset to my clients.”
Growing up with a single mom in the inner city, Ordoñez said he knew he wanted to create a business that gave back to its community. Viewing his visits to the barbershop as a privilege, he said this outlet was integral to you and knew it could expand into something more. His vision for his brand always remained clear, he added.
His experience in design made him realize he wanted to open his business on the Westside, pointing to a market of young men interested in premium wellness, Ordoñez said. He said Saints focuses on quality over quantity – a very rare find in the barbershop industry today. Their services can last over an hour, he added.
“The real core of Saints is built around men that are invested in care themselves,” Ordoñez said. “I saw there was a void for this evolved space that was built around lifestyle, where you can go and get a fire haircut, but also buy really cool clothes and pick up a pair of sneakers, buy skincare stuff, buy hair products. I knew there was a demographic that would appreciate … these points.”
Edan Agashi, a current Saints client, said meeting Ordoñez taught him how to be an advocate for himself. Although the cost of the service originally deterred him, Agashi said the quality of the haircut, the location of the store and the products make it worth it. Despite everything Ordoñez has been through, he always keeps a positive attitude and believes in the work he does, Agashi added.
“There’s eight billion people on the planet and he’s one of the very unique ones,” Agashi said. “Every time I talk to Dan, I’m like ‘How’s life?’ He goes ‘Amazing,’ every time. The guy’s almost a walking cliche, but he means it.”
In addition to its wellness services, Ordoñez said the community aspect of Saints is just as integral to the success of the brand. By hosting art shows, music showcases and panel discussions, Saints promotes the mindset of prioritizing self care in its male clients, he said. Ordoñez created the acronym S3, which stands for Saints, sanctuary and self care. He added that this wellness initiative is just a small part of a bigger plan to expand past what most barbershops offer. Partnering with Equinox, the production team for “Black Panther,” the wellness studio Open and a therapy practice called The Hive, Saints’ primary goal is to have every client begin to think about mindfulness, he added.
Ordoñez said through relationships with these partners, past members have received free spin classes, free therapy sessions and open access to wellness studios. He said these programs have allowed over two dozen people to go to therapy for the first time.
The UCLA alumnus has always been passionate about personal growth, said Nick Fullen-Collins, a lifelong friend and former classmate of Ordoñez’s. Saints is a representation of who Ordoñez is as a person, Fullen-Collins added.
“Daniel has always been passionate on his craft, of stepping outside of the box and doing something unique and impactful for other people,” Fullen-Collins said. “All of those elements of self care is something that he embodies, not only with his company but with himself.”
In an effort to propel his client’s stories and his own personal values, Ordoñez said he partnered with Inner-City Arts, which gives underserved kids access to quality arts instruction. He said he wanted to raise money for a program that supports the activities that propelled him into the industry to begin with. Merging his love for design, marketing and barbering, Ordoñez said he credits the success of his brand to having opportunities similar to what this program offers at a young age.
As someone who regularly does breath work, goes to therapy, journals, lifts weights and meditates, Ordoñez said his journey into understanding how wellness works for him started with the relationship he had with his barber. Having limited resources growing up, many of his intimate conversations happened during his hair cuts, he said. Building that connection and having a space to chat shaped the way he would view the importance of personal care, he added.
“There’s a lot of outlets for women to go to for self care: estheticians, nail salons, spas, getting massages, their lashes. … For guys, that’s not very common, right? The closest thing to that is a barbershop,” Ordoñez said. “I think I’m really doing something that is going to change our industry forever.”
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