{"id":64459,"date":"2025-02-27T13:08:08","date_gmt":"2025-02-27T21:08:08","guid":{"rendered":"https:\/\/eltecolote.org\/content\/?p=64459"},"modified":"2025-02-28T15:50:46","modified_gmt":"2025-02-28T23:50:46","slug":"sf-mission-marys-beauty-salon","status":"publish","type":"post","link":"https:\/\/eltecolote.org\/content\/en\/sf-mission-marys-beauty-salon\/","title":{"rendered":"She only had fabric scissors. Now, she runs one of the Mission\u2019s most beloved beauty salons"},"content":{"rendered":"\n<p>When Maria Garcia told her family she would one day run her own beauty salon, they laughed. She was only 8 years old.<\/p>\n\n\n\n<p>As a child, Garcia was mesmerized watching her aunt cut hair, paying close attention to the small details that went into the craft. The second oldest of 11 siblings, she grew up in a communal ranch in Mexico\u2019s western state of Nayarit, where hardship was a constant reality.<\/p>\n\n\n\n<style>\n.entry .entry-content .tiled-gallery__gallery {\n    margin-top: -28px;\n}\n<\/style>\n\n\n\n<p>\u201cWe were very poor, with very low resources, and at times we didn\u2019t even have anything to eat,\u201d Garcia said. \u201cI said to myself, \u2018No, I can\u2019t accept this. I have to do something in my life.\u2019\u201d<\/p>\n\n\n\n<p>By the time she was 15, Garcia moved to Tepic, the biggest city in Nayarit, to attend barbering school.<\/p>\n\n\n\n<figure class=\"wp-block-image alignwide size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"399\" src=\"https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-5.jpg?resize=600%2C399&#038;quality=89&#038;ssl=1\" alt=\"\" class=\"wp-image-64451\" srcset=\"https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-5-scaled.jpg?resize=600%2C399&amp;quality=89&amp;ssl=1 600w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-5-scaled.jpg?resize=360%2C240&amp;quality=89&amp;ssl=1 360w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-5-scaled.jpg?resize=768%2C511&amp;quality=89&amp;ssl=1 768w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-5-scaled.jpg?resize=1536%2C1022&amp;quality=89&amp;ssl=1 1536w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-5-scaled.jpg?resize=2048%2C1363&amp;quality=89&amp;ssl=1 2048w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-5-scaled.jpg?resize=1200%2C798&amp;quality=89&amp;ssl=1 1200w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-5-scaled.jpg?resize=1024%2C681&amp;quality=89&amp;ssl=1 1024w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-5-scaled.jpg?resize=1568%2C1043&amp;quality=89&amp;ssl=1 1568w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-5-scaled.jpg?resize=2000%2C1331&amp;quality=89&amp;ssl=1 2000w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-5-scaled.jpg?resize=400%2C266&amp;quality=89&amp;ssl=1 400w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><figcaption class=\"wp-element-caption\">Inside Mary\u2019s Beauty Salon, a Latina- and immigrant-owned business in San Francisco\u2019s Mission District, on Feb. 20, 2025. Photo: Pablo Unzueta for El Tecolote\/CatchLight Local<\/figcaption><\/figure>\n\n\n\n<p>She had no professional tools \u2014 just a pair of scissors her mother had brought back from the U.S. that were meant for cutting fabric, not hair. \u201cI had such a desire to learn, to study,\u201d Garcia said. \u201cI was determined to accomplish this.\u201d<\/p>\n\n\n\n<p>With the help of a close friend, she was able to gather enough money to buy a comb, scissors and a cape. Eventually, she completed her degree in barbering.<\/p>\n\n\n\n<p>Shortly after graduating, a friend convinced Garcia to move to Los Angeles. The plan was simple: work for a year, save money and return to Mexico to open her own salon.<\/p>\n\n\n\n<p>In L.A., she started working at a beauty salon while earning her cosmetology license. \u201cI didn\u2019t buy clothes, I didn\u2019t buy shoes,\u201d she remembers. \u201cMy clients or my friends donated clothes and gave me shoes.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image alignwide size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"399\" src=\"https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-28.jpg?resize=600%2C399&#038;quality=89&#038;ssl=1\" alt=\"\" class=\"wp-image-64456\" srcset=\"https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-28-scaled.jpg?resize=600%2C399&amp;quality=89&amp;ssl=1 600w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-28-scaled.jpg?resize=360%2C240&amp;quality=89&amp;ssl=1 360w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-28-scaled.jpg?resize=768%2C511&amp;quality=89&amp;ssl=1 768w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-28-scaled.jpg?resize=1536%2C1022&amp;quality=89&amp;ssl=1 1536w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-28-scaled.jpg?resize=2048%2C1363&amp;quality=89&amp;ssl=1 2048w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-28-scaled.jpg?resize=1200%2C798&amp;quality=89&amp;ssl=1 1200w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-28-scaled.jpg?resize=1024%2C681&amp;quality=89&amp;ssl=1 1024w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-28-scaled.jpg?resize=1568%2C1043&amp;quality=89&amp;ssl=1 1568w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-28-scaled.jpg?resize=2000%2C1331&amp;quality=89&amp;ssl=1 2000w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-28-scaled.jpg?resize=400%2C266&amp;quality=89&amp;ssl=1 400w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><figcaption class=\"wp-element-caption\">Maria Garcia, 59, owner of Mary\u2019s Beauty Salon, begins cutting 13-year-old Luis Cervantes\u2019s hair in San Francisco\u2019s Mission District on Feb. 20, 2025. Garcia has been cutting Cervantes\u2019s hair since he was four years old. Photo: Pablo Unzueta for El Tecolote\/CatchLight Local<\/figcaption><\/figure>\n\n\n\n<p>She spent the rest of her teenage years in L.A., where she built a life: earning her license, getting married, having two children and helping her husband operate six beauty salons. But tensions between the couple and his family eventually ended their marriage. Her husband kept the beauty salons, but for Garcia, the most important battle was successfully gaining custody of her children. \u201cAnd that\u2019s when I decided to move to San Francisco.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image alignfull size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"399\" src=\"https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-21-2.jpg?resize=600%2C399&#038;quality=89&#038;ssl=1\" alt=\"\" class=\"wp-image-64507\" srcset=\"https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-21-2-scaled.jpg?resize=600%2C399&amp;quality=89&amp;ssl=1 600w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-21-2-scaled.jpg?resize=360%2C240&amp;quality=89&amp;ssl=1 360w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-21-2-scaled.jpg?resize=768%2C511&amp;quality=89&amp;ssl=1 768w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-21-2-scaled.jpg?resize=1536%2C1022&amp;quality=89&amp;ssl=1 1536w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-21-2-scaled.jpg?resize=2048%2C1363&amp;quality=89&amp;ssl=1 2048w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-21-2-scaled.jpg?resize=1200%2C799&amp;quality=89&amp;ssl=1 1200w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-21-2-scaled.jpg?resize=1024%2C681&amp;quality=89&amp;ssl=1 1024w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-21-2-scaled.jpg?resize=1568%2C1044&amp;quality=89&amp;ssl=1 1568w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-21-2-scaled.jpg?resize=2000%2C1331&amp;quality=89&amp;ssl=1 2000w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-21-2-scaled.jpg?resize=400%2C266&amp;quality=89&amp;ssl=1 400w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-jetpack-tiled-gallery alignfull is-style-rectangular\"><div class=\"\"><div class=\"tiled-gallery__gallery\"><div class=\"tiled-gallery__row\"><div class=\"tiled-gallery__col\" style=\"flex-basis:50.00000%\"><figure class=\"tiled-gallery__item\"><img decoding=\"async\" alt=\"\" data-height=\"1704\" data-id=\"64503\" data-link=\"https:\/\/eltecolote.org\/content\/en\/sf-mission-marys-beauty-salon\/02202025-marysbeautysalon-et-pu-12\/\" data-url=\"https:\/\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-12-600x399.jpg\" data-width=\"2560\" src=\"https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-12-600x399.jpg?ssl=1\" data-amp-layout=\"responsive\" tabindex=\"0\" role=\"button\" aria-label=\"Open image 1 of 2 in full-screen\"\/><\/figure><\/div><div class=\"tiled-gallery__col\" style=\"flex-basis:50.00000%\"><figure class=\"tiled-gallery__item\"><img decoding=\"async\" alt=\"\" data-height=\"1704\" data-id=\"64504\" data-link=\"https:\/\/eltecolote.org\/content\/en\/sf-mission-marys-beauty-salon\/02202025-marysbeautysalon-et-pu-31\/\" data-url=\"https:\/\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-31-600x399.jpg\" data-width=\"2560\" src=\"https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-31-600x399.jpg?ssl=1\" data-amp-layout=\"responsive\" tabindex=\"0\" role=\"button\" aria-label=\"Open image 2 of 2 in full-screen\"\/><\/figure><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<figcaption class=\u201cwp-element-caption\u201d style=\"margin-top:-25px;\"><strong>Top left:<\/strong> Irma Garcia, 49, works on a client\u2019s hair inside Mary\u2019s Beauty Salon, a Latina and immigrant-owned business in the Mission District, in San Francisco, Calif., on Feb. 20, 2025. <strong>Top right:<\/strong> Ruth Levy, 40,  who has been cutting hair for 20 years, works on a five-year-old\u2019s hair during rush hour inside Mary\u2019s Beauty Salon in the Mission District, in San Francisco, Calif., on Feb. 20, 2025. <strong>Bottom:<\/strong> Maria Garcia, 59, the owner of Mary\u2019s Beauty Salon, holds her hair-trimming scissors in San Francisco, Calif., on Feb. 20, 2025. Photos: Pablo Unzueta for El Tecolote\/CatchLight Local Pablo Unzueta for El Tecolote\/CatchLight Local<\/figcaption>\n\n\n\n<p>After the divorce, Garcia found herself starting over once again. When she moved to the city in the mid-1980s, she took a job at a beauty salon, working long hours to save up. But her dream never faded. Sitting inside her own shop decades later, Garcia\u2019s eyes lit up as she reminisced about the moment she finally fulfilled that childhood dream. \u201cWhen I was working on opening this place, I missed my son\u2019s birthday so I could finish cleaning it because I had already painted the walls. This place was totally different \u2014 it looked abandoned.\u201d<\/p>\n\n\n\n<p>In July 1990, <em>Mary\u2019s Beauty Salon<\/em> officially opened its doors. Back then, a haircut cost $5. Today, it\u2019s $25, which in today\u2019s money is still affordable. This price-point, she believes, is a huge part of the formula that has kept her business running, cultivating decades-long loyal customers.<\/p>\n\n\n\n<p>\u201cI\u2019ve been coming here for 15 years,\u201d said Roberto Martinez, stepping out of the barber chair with a fresh cut. \u201cI just think they do a great job, and you\u2019re supporting a local business.\u201d<\/p>\n\n\n\n<div class=\"wp-block-jetpack-tiled-gallery aligncenter is-style-rectangular\"><div class=\"\"><div class=\"tiled-gallery__gallery\"><div class=\"tiled-gallery__row\"><div class=\"tiled-gallery__col\" style=\"flex-basis:50.00000%\"><figure class=\"tiled-gallery__item\"><img decoding=\"async\" alt=\"\" data-height=\"2560\" data-id=\"64508\" data-link=\"https:\/\/eltecolote.org\/content\/en\/sf-mission-marys-beauty-salon\/02202025-marysbeautysalon-et-pu-14\/\" data-url=\"https:\/\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-14-319x480.jpg\" data-width=\"1703\" src=\"https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-14-319x480.jpg?ssl=1\" data-amp-layout=\"responsive\" tabindex=\"0\" role=\"button\" aria-label=\"Open image 1 of 2 in full-screen\"\/><\/figure><\/div><div class=\"tiled-gallery__col\" style=\"flex-basis:50.00000%\"><figure class=\"tiled-gallery__item\"><img decoding=\"async\" alt=\"\" data-height=\"2560\" data-id=\"64509\" data-link=\"https:\/\/eltecolote.org\/content\/en\/sf-mission-marys-beauty-salon\/02202025-marysbeautysalon-et-pu-41\/\" data-url=\"https:\/\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-41-319x480.jpg\" data-width=\"1703\" src=\"https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-41-319x480.jpg?ssl=1\" data-amp-layout=\"responsive\" tabindex=\"0\" role=\"button\" aria-label=\"Open image 2 of 2 in full-screen\"\/><\/figure><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<figcaption class=\u201cwp-element-caption\u201d><strong>Right: <\/strong>Cesia Mena-Gutierrez, 34, a hairstylist, sits inside Mary\u2019s Beauty Salon in the Mission District, in San Francisco, Calif., on Feb. 20, 2025. Mena-Gutierrez remembers coming here as a small child. Now years later, Mena-Gutierrez is a hairstylist at the salon. <strong>Left: <\/strong> Irma Garcia, 49, sits on the chair that her clients use inside Mary\u2019s Beauty Salon in the Mission District, in San Francisco, Calif., on Feb. 20, 2025. Garcia is the youngest sister of owner, Maria Garcia, who has been a hairstylist for 15 years, and continues to find a deep passion for her clients. Photos: Pablo Unzueta for El Tecolote\/CatchLight Local<\/figcaption>\n\n\n\n<p>Cesia Mena-Gutierrez, 34, has known Garcia since childhood. Her mother, a longtime friend of Garcia\u2019s, used to bring her and her twin sister to the salon in the 1990s. Now, she works as a hairstylist there \u2014 a full-circle moment. \u201cWe literally grew up here,\u201d Mena-Gutierrez said. \u201cI remember when she gave us our first haircut,\u201d Mena-Gutierrez recalls. \u201cWhat\u2019s crazy is she gave my daughter her first haircut.\u201d<\/p>\n\n\n\n<p>Garcia also works alongside her younger sister, Irma Garcia, 49, who has been cutting hair for almost 15 years, and hairstylist Ruth Levy, 40, who has been in the industry for over two decades.<\/p>\n\n\n\n<figure class=\"wp-block-image alignwide size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"399\" src=\"https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-3.jpg?resize=600%2C399&#038;quality=89&#038;ssl=1\" alt=\"\" class=\"wp-image-64449\" srcset=\"https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-3-scaled.jpg?resize=600%2C399&amp;quality=89&amp;ssl=1 600w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-3-scaled.jpg?resize=360%2C240&amp;quality=89&amp;ssl=1 360w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-3-scaled.jpg?resize=768%2C511&amp;quality=89&amp;ssl=1 768w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-3-scaled.jpg?resize=1536%2C1022&amp;quality=89&amp;ssl=1 1536w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-3-scaled.jpg?resize=2048%2C1363&amp;quality=89&amp;ssl=1 2048w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-3-scaled.jpg?resize=1200%2C798&amp;quality=89&amp;ssl=1 1200w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-3-scaled.jpg?resize=1024%2C681&amp;quality=89&amp;ssl=1 1024w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-3-scaled.jpg?resize=1568%2C1043&amp;quality=89&amp;ssl=1 1568w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-3-scaled.jpg?resize=2000%2C1331&amp;quality=89&amp;ssl=1 2000w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-3-scaled.jpg?resize=400%2C266&amp;quality=89&amp;ssl=1 400w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><figcaption class=\"wp-element-caption\">Irma Garcia, 49, cuts Roberto Martinez\u2019s hair inside Mary\u2019s Beauty Salon, a Latina- and immigrant-owned business in San Francisco\u2019s Mission District, on Feb. 20, 2025. Garcia is the younger sister of owner Maria Garcia. Martinez has been a client for 15 years. Photo: Pablo Unzueta for El Tecolote\/CatchLight Local<\/figcaption><\/figure>\n\n\n\n<p>Located next to La Mexicana Bakery on the bustling 24th Street corridor, <em>Mary\u2019s Beauty Salon <\/em>stands as one of the longest-running Latina-owned salons in the Mission. It has weathered decades of gentrification, outlasting many other beauty businesses priced out of the neighborhood.<\/p>\n\n\n\n<p>Garcia currently owns two other salons in the Mission, but her original shop remains a symbol of resilience, immigrant ambition, and the deep human connections that can be found within other storefronts stretched along the 24th Street corridor, the beating heart of Latinx life in the city.&nbsp;<\/p>\n\n\n\n<p>As customers trickled in during rush hour, Garcia paused for one final reflection.<\/p>\n\n\n\n<p>\u201cDo you know why I feel happy? Because we\u2019re Latinos\u2026 Latinos always have to keep going up. We cannot allow ourselves to be intimidated by barriers. We continue to find purpose here.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image alignwide size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"399\" src=\"https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-7.jpg?resize=600%2C399&#038;quality=89&#038;ssl=1\" alt=\"\" class=\"wp-image-64452\" srcset=\"https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-7-scaled.jpg?resize=600%2C399&amp;quality=89&amp;ssl=1 600w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-7-scaled.jpg?resize=360%2C240&amp;quality=89&amp;ssl=1 360w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-7-scaled.jpg?resize=768%2C511&amp;quality=89&amp;ssl=1 768w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-7-scaled.jpg?resize=1536%2C1022&amp;quality=89&amp;ssl=1 1536w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-7-scaled.jpg?resize=2048%2C1363&amp;quality=89&amp;ssl=1 2048w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-7-scaled.jpg?resize=1200%2C798&amp;quality=89&amp;ssl=1 1200w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-7-scaled.jpg?resize=1024%2C681&amp;quality=89&amp;ssl=1 1024w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-7-scaled.jpg?resize=1568%2C1043&amp;quality=89&amp;ssl=1 1568w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-7-scaled.jpg?resize=2000%2C1331&amp;quality=89&amp;ssl=1 2000w, https:\/\/i0.wp.com\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-7-scaled.jpg?resize=400%2C266&amp;quality=89&amp;ssl=1 400w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><figcaption class=\"wp-element-caption\">Ruth Levy, 40, styles a client\u2019s hair inside Mary\u2019s Beauty Salon, one of the longest-running Latina- and immigrant-owned businesses in San Francisco\u2019s Mission District, on Feb. 20, 2025. Photo: Pablo Unzueta for El Tecolote\/CatchLight Local<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Mary\u2019s Beauty Salon has been a cornerstone of San Francisco\u2019s Mission District \u2014 surviving gentrification, economic downturns, and personal struggles. But for owner Maria Garcia, the journey began with a childhood dream.<\/p>\n","protected":false},"author":88922,"featured_media":64454,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"newspack_popups_has_disabled_popups":false,"newspack_featured_image_position":"large","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"footnotes":""},"categories":[25226,4],"tags":[],"coauthors":[24151],"class_list":["post-64459","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community","category-voices","entry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Inside one of the longest-running Latina-owned beauty salons in SF\u2019s Mission<\/title>\n<meta name=\"description\" content=\"Mary\u2019s Beauty Salon has been a cornerstone of San Francisco\u2019s Mission District \u2014 surviving gentrification, economic downturns, and personal struggles. But for owner Maria Garcia, the journey began with a childhood dream.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/eltecolote.org\/content\/en\/sf-mission-marys-beauty-salon\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Inside one of the longest-running Latina-owned beauty salons in SF\u2019s Mission\" \/>\n<meta property=\"og:description\" content=\"Mary\u2019s Beauty Salon has been a cornerstone of San Francisco\u2019s Mission District \u2014 surviving gentrification, economic downturns, and personal struggles. But for owner Maria Garcia, the journey began with a childhood dream.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/eltecolote.org\/content\/en\/sf-mission-marys-beauty-salon\/\" \/>\n<meta property=\"og:site_name\" content=\"El Tecolote\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ElTecoloteSF\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-02-27T21:08:08+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-02-28T23:50:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/eltecolote.org\/content\/wp-content\/uploads\/2025\/02\/02202025-MARYSBEAUTYSALON-ET-PU-22-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1703\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pablo Unzueta\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@eltecolotesf\" \/>\n<meta name=\"twitter:site\" content=\"@eltecolotesf\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pablo Unzueta\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/eltecolote.org\\\/content\\\/en\\\/sf-mission-marys-beauty-salon\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/eltecolote.org\\\/content\\\/en\\\/sf-mission-marys-beauty-salon\\\/\"},\"author\":{\"name\":\"Erika Carlos\",\"@id\":\"https:\\\/\\\/eltecolote.org\\\/content\\\/#\\\/schema\\\/person\\\/98e31c3dda2abc936b778a5b89858b5b\"},\"headline\":\"She only had fabric scissors. 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