Bettina Howard | Owner, Leader, Educator
Salon Today 200 · Customer Service Honoree · 2026
bettina
Howard
Bettina Howard, founder of Sanctuary Salon and Spa, Cornelius NC

how a historic Cornelius bungalow became the highest-rated salon in town, and why every guest leaves feeling like the best version of themselves

4.9★ · ~690 reviews · #1 Best Rated 2025 · In the industry since 1999
The Philosophy
Luxury was never a price point.
It's how you make people feel.

I learned that in massage therapy school, back in 1999, years before I ever picked up shears. The blooming tea, the Italian espresso, the aurora ceiling over the shampoo bowl, the weighted blanket and the lavender eye pillow. Attention, every single time.

More than two decades later, I still believe beautiful hair is only part of the experience. My job is simple: every guest leaves feeling heard, cared for, educated, and more confident than when they walked in. Get that right and the rest takes care of itself. The loyalty. The referrals. The team that never wants to leave.

I
The Journey

From behind someone else's chair, to my own.

1999
It started with touch, not shears
I came into beauty and wellness through massage therapy school. Those early years taught me the truth I've built everything on since: luxury isn't the service you provide, it's how you make people feel. That lesson carried me straight into cosmetology.
The
2000s
Behind the chair, learning from everyone
A North Carolina cosmetology license and years behind someone else's chair, studying under many of the industry's top educators in cutting, color, blonding, curls, and extensions. I never believed there was only one “right” way to do hair. And I was quietly learning the kind of owner I did and didn't want to become.
The
early years
I started small
A rented booth, three chairs, and one assistant, building the team up from there. I'd worked in places that didn't always feel healthy or supportive, and I knew I wanted to create something different.
2013
My own space, still someone else's building
I moved into a strip-mall space of my own on West Catawba Avenue. I still had a landlord, and somewhere in those years I realized I didn't want to answer to one. I wanted to own the building my life's work lived in.
2016
I bought the bungalow and made it my own
The name Sanctuary came from an antique church pew I found while shopping for the salon, but it has always meant more than that: a space where every guest and every team member feels safe, valued, cared for, and inspired to become the best version of themselves.
Since
then
Building a team, not just a client list
I grew from operator to owner to leader. Developing stylists, protecting the culture, and building Sanctuary into a clean-color and healing-haircare salon with a holistic head spa and light-up salt walls.
Today
The highest-rated salon in town, and a national honoree
4.9★ across roughly 690 reviews, a Salon Today 200 recognition, and a community that drives past a dozen salons to sit in our chairs. Still learning. Still behind the chair.
Sanctuary Salon and Spa, a historic bungalow on Catawba Ave in Cornelius NC
The Space

A historic bungalow on Catawba Ave.

A front-porch book library, rocking chairs and cafe tables for a cappuccino while your color processes, and a community garden out back we can't wait to bring back.

Downtown Cornelius, NC · near Lake Norman

II
Leadership & Culture

The calm is real. Because the culture is.

i.
A no-drama policy
Drama isn't allowed on my floor. It protects the client's experience and the team's peace. The calm is the product.
ii.
“Pillow Talk”
Our conflict-resolution ritual: only the person holding the pillow may speak. I coach the team through it until they end up hugging, loving each other, and coming back in a healthier place.
iii.
A community, supported
A plant-filled, saged, community-supported environment, not a salon floor. Stylists here are built up, not burned out.
III
Education-Focused

I grow stylists, not just hair.

“Education has never been about collecting certificates.”

It's about continually becoming better for the people who trust us with their hair. And the thing I'm proudest of isn't a transformation on the wall, it's the artist who does it. Sanctuary runs on mentorship, structure, and learning that never stops.

i.
No single system

I've trained under many of the industry's top educators in cutting, color, blonding, extensions, and guest experience, and kept the strongest principles from each. Every guest gets an approach built for them, not a method applied to them.

ii.
Curls, without a rulebook

Curly hair is one of my greatest passions. I've studied a wide range of curly-cutting philosophies and blended them into my own approach, because every curl pattern, lifestyle, and goal is different. The haircut should be too. It's the same philosophy I teach every stylist here.

iii.
The how and the why

New blonding techniques, extension methods, products, technology. I research it, test it, and keep what actually delivers. Then I teach my team how a technique works, and why.

iv.
A career, not a chair

From associates learning the Sanctuary standard to seasoned stylists adding certifications with L'ANZA, my people build books, skills, and confidence in a culture that has their back.

The Product

Clean color, healing haircare.

I've built Sanctuary on clean, professional color and healing haircare, with L'ANZA at the heart of it for years. I'm intentional about what I bring behind the chair, because what touches your hair should be as considered as everything else in your life. A color service here is built to leave your hair healthier than it walked in.

CleanColor HealingHaircare WellnessGrade
L'ANZA Scalp Therapy healing haircare products at Sanctuary Salon and Spa
L'ANZA Scalp Therapy · healing haircare
IV
Recognition

The work, on the record.

  • Salon Today 200National Customer Service Honoree, recognized among twelve salons nationwide by Salon Today (2026).
  • #1 Best RatedQuality Business Awards 2025. #1 among Cornelius hair salons with a quality score above 95%.
  • 4.9★~690 verified Google reviews. The highest-rated salon in town.
  • Since 1999More than two decades in beauty & wellness. Licensed North Carolina cosmetologist specializing in precision cutting, curly hair, blonding, dimensional color, and extensions.
  • Since 2011Over a decade owner-led in Cornelius, near Lake Norman.
Sanctuary Salon and Spa #1 Best Rated 2025, Quality Business Awards
#1 Best Rated · Quality Business Awards 2025
V
In the News

Salon Today 200.

Salon Today 200 · 2026 National Honoree · Customer Service

Recognized among twelve salons nationwide, chosen by Salon Today for guest experience, education, and growth.

“As a locally owned salon operating out of a historic bungalow in Cornelius, this recognition means a great deal to our team and our community. Our mission has always been to create a five-star guest experience that begins before a client ever walks through our doors, and continues long after they leave.”

Bettina Howard, for Cornelius Today

Read the Feature
VI
Watch

A moment from the chair.

@howardbettina on Instagram · View on Instagram

Leadership

The rooms that made me a better leader.

I believe becoming a better leader starts with becoming a better person. So I've invested in myself as hard as I've invested in this salon: leadership intensives and mentor training, stage time speaking and teaching at industry events, seven years of High Performance Salon Academy, and masterminds of salon owners across the country who sharpen each other. A salon is only as strong as the people behind the chairs. When the people are cared for, the guests feel it. That's the whole job.

Rock the Room, HPSA, masterminds, and a decade of showing up to get better.

Proud Partners
L'ANZAPhorestMYAFully Booked AI®

L'ANZA color & care · Phorest salon software · MYA stylist-matchmaking survey · Growth & marketing by Fully Booked AI®

“Don't beat yourself up so much, because you don't know what you don't know, and you can't learn it until you go through some of the things that you don't know.”

Bettina Howard · advice to my younger self

Bettina Howard - now hiring stylists at Sanctuary Salon and Spa
The Chair Is Yours

Want to build your career here?

I'm always looking for stylists who care about the craft and the culture as much as I do. People who want a career, not just a chair, inside a team that actually has their back. If that sounds like you, I want to hear from you.

Apply to Join the Team