How These 3 Sisters Are Changing The Beauty Industry

Photographed by Molly Cranna.
The term "family business" can feel a bit fraught, bringing to mind images of children reluctantly following in their parents' footsteps to take over the deli/law practice/insurance firm rather than chasing their dreams to study film in Europe. Striiike — a salon and creative space in Los Angeles run by three sisters, who each take a different slice of the beauty pie — is not that type of family business.

Chances are you've heard of at least one of them, if not all three. Jenn, the oldest, is a seasoned makeup artist with a killer reputation and an enviable roster of clients, including Emily Blunt, Anne Hathaway, and Lily James. Kristie, who is in the middle, is a brow wiz and the visionary behind the beauty industry's current favorite look: the bold, bushy, feathered arch. Ashley, the baby, is the hairstylist behind the manes of some of Hollywood's favorite guys and gals, from John Krasinski to Kiernan Shipka and Alicia Vikander. At Striiike, the three sisters work side by side, sharing the belief that beauty is all about accentuating your natural features. "Beauty as a whole is moving in this 'more natural' direction, and I'd like to think that my sisters and I have a big part in that," Kristie says.

But as anyone with siblings knows, people with the same genetic material can be very different — and that's the case with the Streicher sisters. We photographed Jenn, Kristie, and Ashley at Striiike alongside a few of their favorite things, and then asked them for product reccs, tips, and the hardest part about being in business with your sisters. Hint: Therapy is involved. Of course, that secret sauce of personalities is also behind Striiike's success. Ahead, meet the Streichers.
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Photographed by Molly Cranna.
Jenn Streicher, Makeup Artist

What were you doing before you got into beauty?
"I was in high school and my boyfriend's mother told me about an opportunity at the makeup counter of a local department store. She thought I'd be good at it because I came from a dance background, and I loved doing everyone's makeup for performances. So even before I graduated high school, I was working at the Estée counter."

What is it about makeup that you love so much?
"I am such a visual person — like, if I really think about it, what I love [about makeup] is what it can do. I love the before-and-afters. I'm not the kind of makeup artist that transforms people's faces. I just try to beautify their own features."

What do you think was the best decade for beauty?
"I'm really obsessed with French and Parisian history — especially Parisian court around the time of Marie Antoinette. I've been to Paris many times, and I just get obsessed. One of the museums had a locket of Marie Antoinette's hair, and that's mind-blowing to me. Sometimes you forget that it really did happen and that these were real people."
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Photographed by Molly Cranna.
What's the one thing you'd like everyone to know about makeup?
"There are no rules. It really comes down to people's opinions. It's not a science where there's a definitive. It's really just about somebody's tastes."

You change your hair a lot. Is there a style or color you haven't done that you'd like to do?
"I've never done a really natural blond color, like Kristie or Ashley. I posted a photo the other day where I had bleached-out, white hair, but I've never had golden-blond."

Do you use any drugstore products?
"I do use L'Oréal Voluminous Volume Building Mascara. I like this mascara because I want mascara to go on in one coat. I don't want it to flake, and I want it to be easy to take off. I always come back to this one."

Tell me about some of your favorite products.

"The Laura Mercier primer is just a go-to. I don't like silicone primers, and this one is silicone-free. It's suitable for everyone because it doesn't make you oily or dry.

"I wish I could find another concealer that I love as much as Clé de Peau, but I've just loved it for so long. It's so versatile. I usually use it with a Beautyblender for light coverage, but you can also apply it directly and blend with your fingers for fuller coverage."

Laura Mercier Foundation Primer, $36, available at Sephora; Clé de Peau Beauté Concealer, $70, available at Nordstrom.
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Photographed by Molly Cranna.
Any others?
"I love these Ambient Powders from Hourglass. I just know they make your skin look really pretty. They give you a 'glow from within,' but it's not shimmery. You can't directly see it on the skin — it's super-subtle."

How has being the oldest affected the way you work with your sisters?
"I think my sisters kind of followed in my footsteps. I don't want to sound like an asshole saying that, but I led the way. I remember telling Ashley to just go to college and be a lawyer, but obviously she didn't. I think I had influence in that way, but now Ashley is where I get my 'coolness' from.

"They also always call me 'mom.' I always want everyone to get along, and I don't want anyone to fight. I do play mom because I am the eldest."

What's the most challenging part about being in business with your family?
"I think we're all just very different. Like, even picking out a piece of furniture for Striiike is difficult. Nothing gets done super-fast because you have two business partners. And I think that if my business partners weren't my sisters, we'd word things nicer. With your sisters, you tell them exactly what you're thinking, but it can sometimes suck because your feelings get hurt. We go to therapy together, which has definitely helped."

Hourglass Ambient Lighting Palette, $62, available at Sephora.
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Photographed by Molly Cranna.
What do you do to wind down after a long day?
"I'm the only sister who has a kid — a son, who is 3. When I get home, it's really easy for me to switch gears into mom mode. Arrow [my son] doesn't know what I do, so as soon as I go through my front door it's a different situation. I don't know if it's unwinding, but it's more disconnecting. I do that with my own family. I love coming home and not thinking about all the stuff that I have to think about."

What does your perfect Sunday look like?
"I love Sundays if I have [them] off of work! I wake up and enjoy The New York Times with some coffee. Then, we go to the farmers' market and buy fresh food. In the afternoon, we barbecue or cook with the food from the farmers' market. We have a Sunday night of television — we just finished Game of Thrones. I just like being home and relaxing. It's not about going out anywhere."

Where do you see yourself and the business in five years?
"I think out of the three sisters, I'm the one who is like, 'Whatever happens, happens for a reason.' I've always believed that. I've never been a goal-setter, and I love the way things turn out. Hopefully, we'll still be in business together and I'll still be doing what I love."
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Photographed by Molly Cranna.
Ashley Streicher, Hairstylist

What were you doing before you got into beauty?
"I was going to high school, playing volleyball, and I was on the ski team. I was trying to stay out of trouble."

So how did you get into hair?
"I was getting bored by the classic busywork of high school academics. I remember my mom going to the principal to ask about extra options for me, and they told us about an ROP [Regional Occupational Program] that would allow me to go to beauty school half a day, and get high school credits and my cosmetology license. I jumped at the opportunity."

What are some of your favorite hairstyles to do on yourself?
"I like to braid my hair to get it back and off my face. Otherwise, I almost always wear it down. If I just ignore it, it looks its best."
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Photographed by Molly Cranna.
How does being the youngest influence how you work with your sisters?
"I'm always pushing the girls to do social media — our Snapchat is slowly coming along — and keep them in the loop of what the kids are doing. I just hardly have one pinky toe left in the 'kids' category!"

What's the most challenging thing about being in business with your family?
"They've become the most important relationships in my everyday life. So as you're putting everything you have into your business, you also have to work on your relationship as partners and sisters. We go to sister therapy, which helps us deal."

What's a typical day at the salon like?
"I get there in the morning and most days don't ever leave my chair cutting hair. I work alone — I don't have an assistant — so every minute is spent with a client. I love it. Kristie is usually right there by my side, cracking jokes. Jenn is doing makeup on the other side of my mirror. When all three of us are there, the end of the day feels like a celebration. On Fridays, we open a bottle of Champagne or wine and relax before heading out."

Pictured: A novelty switchblade comb that Ashley keeps at her station at Striiike.
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Photographed by Molly Cranna.
Tell me about your favorite products.
"They're always changing. Currently, I love Sachajuan Dark Volume Powder, Reverie Milk, and a brand-new, non-aerosol volume powder by French hairstylist David Mallett."

What is your favorite hairstyle you've ever created on a client?
"That's an impossible question! I usually love my work after I've had a while to digest and look back on it. In the moment, it's hard because the process is so fast. You get there, talk about what someone is wearing, and start right in. A client the other day brought up a style we did two years ago and said it's her favorite hair she's ever had. When I saw the red carpet picture, I was actually really impressed with my work."

What's the one non-beauty thing you'd always splurge on?
"Bedsheets. Your bed is one of the most important things you use daily. I will never hold back on the perfect sheets, pillows, duvet, or mattress."

Pictured: A couple of pretty finds from Ashley's station. Hanz de Fuko Quicksand, $17.50, available at Hanz de Fuko; Show Beauty Pure Treatment Oil, $60, available at Sephora.
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Photographed by Molly Cranna.
Where is your favorite place to escape L.A.?
"That's a tough one. I have many and escape often. My favorite place for the day is a hike up in the Angeles Crest mountains. It's just a 40-minute drive up the 2. It's incredible how different it is up there. It's a beautiful forest with waterfalls and mountain lions. Yes, mountain lions!

"My other favorite is a small town called Healdsburg in Sonoma Valley. It's only an hour outside of San Francisco. You can ride bikes through redwoods or float down the Russian River. It's magical."

What was the last great movie you saw?
"I just saw a movie called The Lobster by one of my favorite directors [Yorgos Lanthimos]. He's Greek and has a very artistic approach. I think about his films often. They make you think. They are also shot so beautifully and have a comedic element."

Where do you tend to find inspiration?
"Mostly nature. Hiking, being in the forest, the ocean, the colors in the desert. I love being alone in nature. It's very inspiring for me. I also love finding inspiration in art, museum visits. All of my talented and artistic friends give me inspiration, too!"
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Photographed by Molly Cranna.
Kristie Streicher, Eyebrow Artist

What were you doing before you got into beauty?
"I started this career right out of high school without necessarily knowing it. My first job was at the Clinique counter. I loved interacting with women and teaching them about skin care. That's what inspired me to get licensed as an esthetician, which is when I started shaping eyebrows."

What was it specifically about brows that had you interested?
"I've always loved the instant-gratification factor — it's an immediate result. I also love the education of my job and helping [my clients] grow fuller, longer, and more flattering brows. Sometimes the results come in a year or so, but it's nice to get to know my clients during that time. I learn from them, too."

Why is the feathered brow shape so attractive to you, and why do you think it's so attractive to others?
"The feathered brow is soft, and the diffused line is very youthful and healthy-looking. The eyes are the focal point of any face, and the brow frames the eyes. Women are wearing less and less makeup, and great brows can detract from dark circles and skin imperfections.

"I've helped many women grow in their natural eyebrows, and they tell me they feel like they can hold off on other facial procedures like injectables and facial surgeries. A fuller, softly shaped brow is the most natural way to look your best."
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Photographed by Molly Cranna.
What's the most challenging part about being in business with your family?
"I've known these girls my whole life, so there is a lot of history — good and bad. The most challenging part is not bringing family dynamics — or, for lack of a better word, shit — into play. I try to remind myself that these are my business partners, and I try to treat them as that — not as sisters."

And the most rewarding?
"There's no option to break up! We're sisters for life, and it forces us to work through the sometimes difficult issues that being sisters and business partners brings. My sisters are the coolest, most talented girls I know, and I'm proud to be their sister and create a brand with them."

What are some goals you've set for yourself in business and in life?
"I think it's important and healthy to find the right balance of work, play, travel, and family time. As the old saying goes: 'Work hard, play hard.' My goal now is to create a full line of feathered-brow products for my clients to go home with."

Pictured: Two choice items from Kristie's line. Kristie Streicher Beauty Aforé Oil, $45, available at Feathered Brow; Kristie Streicher Beauty Après Calming Cream, $60, available at Feathered Brow.
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Photographed by Molly Cranna.
What are some of your favorite products?
"It depends on the client and the brow. Most times, a clear, strong gel is all you need. The Mary Kay clear brow gel provides the best hold without feeling sticky or stiff, and it doesn't flake. Pencils that are low in oil and wax are my personal favorite. I prefer a powdery pencil blended out with a spoolie-type brush, like the one from Troy Surratt, because they are the most natural and user-friendly way to fill in an eyebrow. It's best to use soft, feathery strokes to gradually fill in the brows. And to extend the ends. Most people don't extend the brow to its natural ending point."

How do your days typically begin?
"Coffee first! Then a workout, then breakfast, then a quick powwow with the team at Striiike — sometimes it involves a dance. Then we start our first clients at 10 a.m."

Speaking of working out, I read that you love to exercise outside. What are some of your favorite workouts, and where?
"I like the stairs in Culver City, snowshoeing, snowboarding, hiking, beach running, and trapeze. My favorite workout is Pilates. I love how strong, but lean it makes my body. I do it twice a week before work, and I leave feeling taller and like I got an hour massage. It's challenging, but feels really good at the same time."

Pictured: The tools of Kristie's trade. Duckbill hair clips, tiny scissors, and slant tweezers.
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Photographed by Molly Cranna.
What's one place you're looking forward to visiting this summer?
"Boating and barbecue with family in Lake Tahoe. The crisp mountain air and dense evergreen and redwood trees surrounding the emerald green-blue water... [It's] my favorite place — summer- or wintertime. It's majestic."

What would you order as your last meal?
"Chips and salsa with a bean-and-cheese burrito."

Do you have a work playlist?
"Yes! I'm constantly editing and adding new music to my Spotify. It has a little bit of everything. It's called Striiike!"
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Photographed by Molly Cranna.
Jenn, Kristie, and Ashley at Striiike!
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