Rob Peetoom’s New York Salon Featured in ‘And Just Like That’: ‘The Year Can’t Go Wrong Anymore’

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Rochelle Peetoom took over the family business from her father, an icon in the hairdressing world.
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We speak to the CEO about her passion and dreams and she reveals beauty secrets for her hair.

Every bedroom is made cheerful by a (small) spectacle: a nice bedside table is therefore a must. Vintage, modern, packed with (fashion) books, candles or favorite beauty products? The small item next to the bed is used differently by everyone. We want to know from these women how and of course what is in them or on them. This week the bedside table and beauty hacks from Rochelle Peetoom, the CEO of Rob Peetoom.

The beauty secrets of Rochelle Peetoom

Do you have a bedside table? And what kind of products are always there?

“I have two, because I live alternately in New York and Haarlem. My apartment in New York is quite small, so I don’t really have a nightstand there. There is a desk where I throw all kinds of things. And next to my bed is a vintage lamp that my mother found at a vintage market in Hudson, which is upstate New York where the nicest vintage shops are.

In Haarlem there is a simple bedside table with drawers, containing sweet handwritten notes from my mother and a photo of my father and me when I was young. There is also a Lumi night lamp. I like to wake up calmly instead of with palpitations due to an alarm. There is also a glass of water, different types of crystals – such as rose quartz and amethyst – and the book Legacy 15 Lessons in Leadership: What the All Blacks Can Teach Us About the Business of Life . That really was my bible for a year. Now I just started Woman Code by Alisa Vitti. I also really like the Laneige Lip Sleeping Mask.”

Do you have any specific bedtime rituals? 

“I have loved painting for two years now. For me, the best way to relax is not a series on Netflix, but painting with piano music in the background. This is possible in both New York and Haarlem. It’s my way of meditating, it’s therapeutic. I make everything on a large canvas. Last year I made a beautiful canvas (see below) in Bali together with my father (Rob Peetoom, ed.). Contemporary art, so very colorful and a bit pop art. And I write a poem through it.”

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Are you a good sleeper?

“Yes, I sleep quite easily. When my head is full, I sometimes meditate. That helps enormously. I now try to sleep on my back, which is a lot healthier for you. For breathing, but also for your posture. And for aging , if you sleep on your side, your head hits a pillow and that creates creases and wrinkles. I think my mother is an example of growing old gracefully. My goal is to age naturally and beautifully like my mom. So with wrinkles and all.”

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What are your beauty secrets?

“In fashion you often hear less is more, but in beauty I think more is more . I use Vitaclean for my hair and skin, which is a shower head that filters the water. The benefits of this are skin and hair improvement, because it protects and nourishes. It is an experience when you shower with it: your skin and hair feel very nice afterwards. I love it . I also always brush my hair before going to bed and then apply Kerastase Nutritive Split Ends Serum. That smells nice too. And if you put your hair in a braid, you will have beautiful curls the next day.

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I also learned that hair is beautiful through a healthy scalp. That’s why I use Rene Furterer Complexe 5 Essential Scalp Ritual Stimulating Plant Concentrate With Warming Essential Oils, this pre-shampoo warms, cleanses and purifies your scalp. Sounds crazy, but you put this oil on your scalp before you wash your hair. Shu Uemura also has great products, the Ashita Supreme is my favorite line. But my holy grail is the Kérastase Elixir Ultime Oil, I mainly use it after blow-drying. This oil is the perfect final step. It is a dry oil that provides a beautiful, healthy finish, combats frizz and hydrates dry hair ends. I also love Biologique Recherche for my face and skin, everything about it is nice.”

“I’m a fan of the mermaid wave . You can easily do that yourself. Just add dry shampoo, brush her hair and apply the mermaid wave with tongs. I think that’s a nice live in cool girl style. Always use a heat protectant such as the Redken Thermal Spray I really like the natural hairstyle and not the gold or glitter.”

I still dream of…?

“A dream has already come true: Rob Peetoom’s salon was featured in the second season of the series And Just Like That , so my year can’t go wrong anymore. The production came to us while scouting for the most beautiful salon in New York. Filming took place last year. It was not yet certain whether the material would actually be used, but when the trailer (see below) appeared, the salon was already passing by. Ultimately, two long scenes were broadcast.

I also dream of the artist life , because I really love painting. I would love it if I could take the family business to the next generation and put other people in the right places, while continuing to protect and monitor it. Then in the next phase of my life I would like to paint in a nice studio somewhere.”

‘And Just Like That’ The Year Can’t Go Anymore

Shop some of Rochelle’s favorites below.

Hair oil from Kérastase 

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Hair serum from Kérastase 

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