At Crecer Beauty Salon and Plant Shop, it's not just the greenery that will pull you in, it's the energy.

"In the beginning, they would come in and say it feels like my abuela's house in here with the plantitas, and all the stuff," said Nataly Medina, the owner of Crecer.

The Latina-owned, eco-conscious salon was opened just four years ago with the goal of enhancing natural beauty, embracing diversity, and celebrating culture through the power of plants. Medina said they cater to all demographics and all hair types.

"I definitely intended to be more of, like, a safe space. I call it like a sanctuary for any and everybody," she said.

For Medina, the journey hasn't always been easy, but opening her own business felt like a calling.

"It's not transactional in terms of dollars, it's trans

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