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👋 Hi, we're Beauty First.

Beauty is our passion, and Nebraska is our home. Locally owned & operated since 1989, we’ve been delivering expert advice, unmatched customer service, and the best selection of salon-quality products ever since! We can't wait to be a part of what makes you feel beautiful.

💛 We put your Beauty First

on the shelf & in the chair.

Our Stores

With 5 locally-loved locations in Lincoln and Omaha & 200+ pro brands on our shelves, we’re your hub for all things hair, skin, nails, and makeup! At Beauty First, we make shopping for self-care feel like catching up with your beauty BFF. Whether you're restocking your faves or discovering something new, we’re here to make your experience fun, helpful, and totally stress-free.

Our Salons

At Beauty First, our salons are all about expert care in a relaxed, welcoming space. From personalized consultations to professional results, our stylists are here to help you love your look — every single time.

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