Meet The Founder Of Brooklyn’s Coolest Hair Studio

Very few moments in the day are as bare as the moment you wake up. We each have our own kinks and quirks that help us get out of bed, but few of us are brave enough to share them with the world. Introducing A Cool Morning, a deep dive into the intimate daytime rituals of our coolest friends and beauty innovators.


No bond is stronger than the bond between a woman and her hairstylist. Finding the right salon is like trying to find a diamond in the rough: It’s strenuous and littered with trial-and-error, but once you find it, you genuinely feel #blessed.


That’s how I felt when I walked into WHITEROOM, a hair salon/apothecary hybrid in Williamsburg. WHITEROOM is essentially a hair-lover’s dream escape: a highly polished aesthetic filled with stylists that actually know what they’re doing (shout-out to Darby, one of the few stylists that could maintain my thick, unruly locks), with an extremely tight curation of products that takes the scaries out of shopping. Who do we have to thank for this beauty hot-spot? Hair colorist Elisabeth Lovell, or course.


Lovell is the cool-girl hair colorist that just gets it. She founded the Williamsburg salon and completely reshaped the experience of getting one’s hair cut. But, when she isn’t busy working her magic on other people, how does she keep up with her aesthetic? Below, Lovell shares her morning go-to’s.



What’s the first thing you do every morning?

I get out of bed and get ready to take my dog on a walk. I try not to look at my phone or waste too much time before I get him taken care of.


Do you have a morning workout routine?

I usually go for a run or go to a HIIT class at a studio near WHITEROOM called Session. On the days I don’t do that, I go for a run or a yoga class.


Shower at-night, morning, or both?
I always shower in the morning. The only time I would shower at night is the rare occasion I work out at night.


Daily alarm time? How many times do you hit snooze?
I don’t set an alarm. I don’t have to be to the salon until 11:30 a.m. and I naturally wake up pretty early.


If you’re running late, what’s the one thing you have to do?
Diffuse my hair and throw on a tinted lip gloss. As long as my hair looks right, I will feel put together enough to start the day. That, and a little tinted gloss can make an otherwise makeup-free face look done.


Favorite breakfast?
Toast, egg, avocado.


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New friend.

A post shared by Elisabeth Lovell (@elisabethlovell) on


What does your morning hair-care routine consist of? Go-to products?
I diffuse my hair almost every day, unless it’s a rare glorious morning where I wake up and my waves are still intact. I don’t use a ton of product, because it just ends up weighing my hair down. My go-to is Milk by Reverie or styling cream by Sachajuan. I use David Mallet Australian salt spray while wet, then mist it over my hair once its dry.


How much time do you spend on your skincare routine? Go-to products?
I think I spend a pretty typical amount of time on my skincareI wash, tone, and moisturize every morning and at night. I do try to exfoliate every few days and do a hydrating mask once a week. I cleanse with Joanna Vargas Vitamin C Face Wash, moisturize with Vintner’s Daughter, and tone with Grown Alchemist Balancing Toner. I also use Dr. Lorretta’s Micro Exfoliating Cleanser or Joanna Vargas’ Exfoliating Mask, and Verso’ss Deep Hydration Sheet Mask.


How long do you usually take to get ready for the day?
I would guess start to finish in about an hour if I don’t get distracted by other things.


What’s the one product you could never leave the house without putting on?

Grown Alchemist Tinted Moisturizer.


The first word/thing that popped into your head this morning?

Am I going to make it to yoga? The answer was yes!



Your favorite morning read?

The New York Times.


What’s on your nightstand right now?

Like Life by Lorrie Moore.


What’s the current ringtone on your alarm?



Coffee, tea, or go-to morning drink?

Coffee, coffee, then some more coffee.


What’s the last thing you did before you headed out the door today?

Said goodbye to Arrow, my dog, and kissed him on his forehead.



Milk | Anti-Frizz Leave-In Nourishing Treatment



Styling Cream


David Mallett

Australian Salt Spray


Joanna Vargas

Vitamin C Face Wash


Vintner’s Daughter

Active Botanical Serum


Grown Alchemist

Balancing Toner | Rose Absolute, Ginseng, and Chamomile



Micro-Exfoliating Cleanser



Exfoliating Mask



Tinted Hydra-Repair Day Cream Camellia & Geranium Blossom



Hydration Face Mask




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