Sisters team up to create Allentown ‘beauty destination' – The Morning Call

A new family-run salon and spa is helping people look and feel their best in south Allentown.
Hoch’s Botanical Beauty, offering hair-cutting, blowouts, facials and more, opened May 11 at 2003 31st St. SW, behind the Valero gas station on Lehigh Street.
The business is owned and operated by longtime hair stylist Katie Hoch and her mother, Judy Hoch. Katie’s sister, Kendall Hoch, also is involved with plans to debut permanent makeup services through a partnering business in the coming weeks.
Hoch’s personalized salon services, which can be booked online at, include haircuts (men’s, women’s and children’s), thermal styling (wand curl, regular curl and straight iron), hair color (roots, highlights, toner and balayage), extensions, blowouts, perms, bang trims, keratin treatments and bridal styling.
Cuts start at $22 for kids, $25 for men and $37 for women.
Katie, who graduated at the top of her Metro Beauty Academy class in Lower Macungie Township, fine-tuned her skills at other area salons for about a decade and also completed more than 15 advanced masters classes to become exceptionally skilled in her craft and stay current in the latest trends.
Her favorite classes were taught by celebrity hairstylist Nick Arrojo and his team in New York City. Katie spent two months at Arrojo Cosmetology School, mastering advanced techniques like razor-cutting, short haircuts, editorial styling, creative color and balayage.
Hoch’s carries a wide variety of Arrojo products, including Shine Luxe shampoo, made with macadamia and grape seed oil; gentle conditioner, made with jojoba and rosemary; and whipped, color-saving treatment, made with olive oil and shea butter.
“We are an Arrojo ambassador salon, which means we carry his full line of haircare products,” Katie said. “They are top-of-the-line products, and we are one of only a few in the Lehigh Valley carrying them.”
Hoch’s spa services include a variety of customized facials, $150 for new clients and $111 for returning clients, featuring Laurel’s organic flower and herb-based skincare line.
Laurel products are formulated with “impeccably sourced, highly vibrant whole plants picked at their peak for unmatched transparency, purity, and results,” according to a company pamphlet.
A variety of Hoch’s facials include Blue Velvet, which helps transform dull, tired, dehydrated skin into vibrant, healthy skin with the help of herbal superfoods like nettle leaf, cranberry seed and calendula flowers; Shades of Cool, which helps soothe redness and calm irritation with comforting and hydrating heirloom rose, reishi mushroom, pomegranate seed and marshmallow root (ideal for rosacea and other fragile skin conditions); and Million Dollar Man, which helps address common concerns of male clientele, including environmental sensitivity, uneven skin tone, dehydration and pore congestion, by allowing herbal oils and nutrient-dense plants like jojoba, grapefruit, sandalwood and lemon balm to hydrate, brighten, and nourish.
Katie’s sister, Kendall Hoch, also is a graduate of Metro Beauty Academy and serves as lead aesthetician and permanent makeup artist at the salon’s partnering business, Philokalist Creations.
Philokalist, tentatively set to open in a few weeks in a space adjacent to the salon, will offer combo brows, a permanent make-up technique performed with a tattoo machine that inserts pigment into the skin, creating a fullness and design of the eyebrow.
“The service is performed using a machine to create the most natural look and preserve the integrity of the skin, unlike other forms of permanent makeup,” a message on the salon’s website reads. “This technique is less invasive and allows you to achieve anything from a natural feathered brow to a more bold brow, as well as a brow that falls somewhere in the middle of the two.”
“We’re basically teaming up to create a one-of-a-kind beauty destination in the Lehigh Valley,” Kendall said. “Hoch’s is offering premium hair and skin care services, and Philokalist will offer permanent makeup as well as tattoo removal.”
Hoch’s Botanical Beauty is open by appointment, Tuesday through Sunday. To schedule an appointment, call 484-221-8447 or visit


Book an appointment