Sweet & Sassy

Sweet & Sassy is a specialty children’s salon and party concept founded in Texas in 2004 by Dana Allison. The company offers a mix of salon, spa, and birthday party experiences designed for children, with a particular focus on girls ages 4 to 13. Each location provides themed celebrations, haircuts, ear piercing, makeovers, and spa services, along with a curated selection of accessories and toys. Signature parties such as the Ultimate Spa Party and Pop Star Party have become popular options for families looking for memorable group experiences.

Since its founding, Sweet & Sassy has grown steadily, reaching a footprint of 13 locations as of November 2025. The brand operates in Texas, Georgia, Pennsylvania, New Jersey, and North Carolina, with a combination of company-owned and franchised stores. The headquarters remains in Southlake, Texas. A significant milestone came in 2010 when the company expanded outside its home state, followed by a rebranding and digital update in 2018 that modernized its online presence and increased engagement with customers through social media.

Over the past five years, Sweet & Sassy has focused on measured expansion, actively seeking new franchisees and locations in suburban shopping centers. The company is prioritizing growth in family-oriented corridors across the Southeast and Midwest, including Texas, Georgia, North Carolina, Florida, Illinois, and Ohio. Both new construction and second-generation retail spaces are considered for new sites, allowing flexibility in adapting to a variety of shopping center formats.

Sweet & Sassy’s model blends retail and service, drawing consistent family traffic and creating a lively, interactive environment. The brand’s approach has proven resilient, with a steady growth posture and a reputation for operational consistency. As of November 2025, the company employs approximately 120 people across its corporate and franchised locations. Sweet & Sassy remains independently owned, with founder Dana Allison and a small corporate team overseeing operations, marketing, and franchise development. The company continues to leverage a strong online presence to drive both party bookings and retail sales, positioning itself as a reliable and engaging tenant in today’s evolving retail landscape.