For 23-year-old licensed cosmetologist Jordan Wyer, hair styling is more than routine maintenance; it is an art form rooted in self-expression, identity and personal anatomy.
Operating as a “Whimsical Color and Freestyle Specialist,” the South Sider has carved out a distinct domain, specializing in bold colors, intricate ombrés, raccoon tails, and freestyle braiding.
Now based in the Gage Park neighborhood, Wyer saw their clientele explode this summer, after a viral TikTok video tapped into a huge, underserved demand: Black clients actively searching for alternative hairstyles, and a stylist who truly understands how to execute them.
Wyer’s path to the chair was born out of personal necessity.
They grew up without much control over their hairstyle choices, and after a traumatic experience at a salon left their scalp injured, Wyer turned to online tutorials.
“I decided to go to YouTube University, and I started doing my own hair,” Wyer said.
Practicing first on themselves, then family, and eventually classmates, what began as a self-preservation skill quickly expanded into a calling.
At 19, as Wyer contemplated life after high school, they began exploring the idea of formal cosmetology training.
Pursuing formal licensure brought its own set of challenges for Wyer.
They initially enrolled at a cosmetology school in Normal, IL, in 2022, but found the environment and curriculum restrictive. The institution heavily prioritized blonding techniques geared primarily toward straight hair textures, offering little instruction on textured hair, braid-downs, or sew-ins.
“I feel like if you can’t do all hair, you can’t do hair,” Wyer said.
“If a white woman walked into the salon and said, ‘Hey, can you retouch my color and give me a trim and a blowout?’ I could do that. But if a Black person walked into a white salon, they probably would not be able to do that for them,” Wyer said.
Seeking a curriculum that better reflected diverse hair types and their own goals, Wyer transferred to Paul Mitchell The School Chicago. There, Wyer said the training embraced structured specialty coursework in loc maintenance, braiding, and color theory.
Under the mentorship of instructors like Ashley Rochelle, who taught advanced color techniques while running her own educational initiatives and skincare brand, Wyer developed the technical grounding needed to bridge alternative style trends with textured hair care.
After transferring to Paul Mitchell, Wyer completed their program in 2025, earning their cosmetology license and solidifying their expertise in both high-fashion color and textured hair care.
“That school helped me become more confident in what I really wanted to do,” Wyer said.
Building a career as a queer, Black, alternative, plus-size stylist in Chicago was not without internal and external friction. Early in their career, Wyer struggled with visibility and the anxiety of stepping outside conventional styling norms, particularly while residing on Chicago’s South Side.
“As a queer Black alternative plus-size individual, it has been very difficult for me to feel like… people see me,” Wyer said. “I felt like I had to step out of the box because I’m like, ‘Okay, you see me now, right?’”
Navigating shop environments presented additional hurdles.
After encountering incompatible shop cultures and dismissive remarks at earlier locations, Wyer prioritized finding environments aligned with their values while learning the operational realities of running an independent business.
They overhauled their booking system, moving away from informal deposit tracking to structured scheduling, clear cancellation policies, and complete service packages that include washes, blow-outs, and trims.
By embracing their identity and leaning fully into their niche, Wyer overcame their fear of judgment and discovered a thriving community eager for their unique artistic vision.
“I was scared to do it [lean into a niche] because I don’t really like being perceived,” Wyer said. “There was a lot of anxiety surrounding doing what I wanted to do and branding myself.”
“I felt like I was going to lose clients if I stepped out of the box, but really I didn’t lose anything; I gained a lot more,” they said.
Wyer’s career trajectory shifted dramatically after an August 2026 video showcasing their recent work—most notably a set of French curl braids featuring custom wolf-cut styling and mini-bangs—went viral on TikTok, racking up more than 32,000 views.
The viral video quickly established Wyer as a go-to for Chicago’s alternative hair scene, inspiring passionate comments ranging from “OMGG FINALLY SOMEONE THAT DOES ALT HAIRSTYLES IN CHICAGO” to “Chicago is only a 6-hour drive, HERE I COME!”
The exposure brought a sudden surge of clientele seeking alternative styling that had previously been difficult to find on the South Side.
“Ever since I went viral, those French curl braids… they’ve been booking my socks off,” Wyer said. “Every time I ask new clients how they found me, they’re like, ‘I’ve been looking for an alternative stylist for years.’”
The influx of interest expanded Wyer’s local footprint beyond the South Side, drawing clients from across Chicago and attracting inquiries from as far as Atlanta, Texas, London, and Europe. Wyer is also part of this year’s official Chicago Fashion Week calendar as a hairstylist for the AMBIENCE runway show.
Today, Wyer maintains a steady rotation of regular clients comprising a diverse community of artists, DJs, models, and local professionals. To support the demands of full-time styling, Wyer actively focuses on personal wellness and boundary-setting.
Resisting people-pleasing tendencies, they restructured their work week to include set off-days for personal rest and creative outlets. Reframing how they protect their time and energy has been central to sustaining their career.
Outside the salon, Wyer practices pole dancing, a discipline they have pursued independently for nearly two years to build physical strength, body positivity, and personal confidence.
Navigating a self-taught physical practice allowed Wyer to dismantle external expectations and build self-assurance that carries directly into their work.
“I used to always want to work out; I just didn’t like it … once I figured out a lot of people sexualize pole dancing. …Then I was like, why do I care?” Wyer said.
For Wyer, pole dancing gave them a new kind of strength, physically showing themselves and instilling a mindset that they’re capable of doing things they never imagined they could do.
Looking ahead, Wyer plans to expand into a traveling stylist model, launch a line of custom-colored and cut wigs, and eventually open salons.
Ultimately, their vision centers on representation, community connection, and creative freedom.
“I want to help other people feel like they could live and be in all hair they dream… I just want to be different, and I want people to see me,” Wyer said.
To keep up with their latest transformations, custom color creations, and styling availability, you can follow Wyer on Instagram and TikTok.
Amaris Edwards is a Chicago-based freelance journalist and storyteller dedicated to covering the narratives of South and West Side communities. A former City Bureau Civic Reporting Fellow, her work spans staff reporting and multimedia production with outlets like The Columbia Chronicle, True Star, and Block Club Chicago. Amaris leverages her background in poetry and local activism to center South and West Side communities, mutual aid, and youth experiences.