All of our stylists are licensed and continue to have advanced education and in-salon seminars from The Vidal Sassoon Academies in Santa Monica, Chicago
and San Francisco.

Michael Schwartz, Owner & Stylist

Michael started his journey as a stylists after graduating from The Vidal Sassoon Academy in 1994.  His work as a stylist grew and took him from West LA to Beverly Hills and West Hollywood, finally ending up in Long Beach. Michael started working as a stylist at Effie & Co. in 2000 and bought the business in 2011. Over the years, Michael has taken advanced courses at The Vidal Sassoon Academies in Santa Monica and Chicago. His love for the art of hair and classic education, accompanied with the newest cutting, coloring and styling techniques, helps Michael to provide his clients with an excellent salon experience.

Sonja Bos, Stylist

Sonja began her styling career in Southern California right here at Effie & Co. Including her classic training and 20-years of experience, Sonja has been schooled with The Vidal Sassoon Academy all over the country and in Europe.  Her attention to detail and along with the newest coloring and cutting techniques, Sonja is able to provide excellent styles to her long list of clientele.




Rosendo Lozano, Stylist

Rosendo started with his styling career in 1997 and has worked at Effie & Co. ever since.  After being hired, Rosendo immediately began training in The Vidal Sassoon method of cutting and coloring, as well as attending The Vidal Sassoon Academies in San Francisco, Santa Monica and Chicago.  Along with his years of salon experience, he is able to provide excellent customer service, as well as a great haircut and color.

Effie Montoya, Stylist

Effie has been giving precision haircuts, colors and perms for over 34 years.  She began her journey back east and opened up Effie & Co in 1974.  She has trained all over the county and in Europe and was one of the first to bring The Vidal Sassoon method of cutting and coloring to the Long Beach area. Effie continues to provide excellent service to her long list of clientele.