June 9, 2023

A new salon aims to bring something unique to South Dakota.

When licensed cosmetologist Dulce Chacon moved to the Midwest from Texas a few years ago, she noticed a few things missing when it comes to diversity, equity and inclusion.

“Going into almost any salon, I wasn’t getting what I felt like I would typically get, so I wanted to give that flow to things here that I feel are lacking,” she said.

What she thought was lacking is the feeling of multicultural inclusion in cosmetology.

While she was working toward her license at Stewart School, Chacon had a unique opportunity to style hair for kids at a foster home.

“These kids I met don’t always have that luxury of getting their hair done because it’s not a priority in the foster system,” she said. “The excitement they expressed over just getting a new braid or their hair straightened or curled was overwhelming to me.”

That was both an inspiring and defining moment that stuck with her as she wrapped up her education in early 2022 and looked to start her own business.

“I never realized how important those tiny things can be.”

After almost a year of searching for a location, Dulce signed the paperwork and started the build-out for Candylicious Allure in a newer strip mall along 41st Street near Sycamore Avenue.

The full-service salon will have capacity for nail technicians, estheticians, cosmetologists and barbers.

Chacon hopes to go back to school eventually for a barbering license to provide more style opportunities for men beyond what the traditional cosmetology license offers.

“I want to focus on education and providing services to give the minority-hair types more opportunities for styling services in town.”

While she hopes to begin operating the salon this summer, it has been a busy season of life — she’s recently married and has a baby on the way.

“Not only will I get the opportunity to do the things I want and build up the diverse community around me as I go, I’ll have the ability to show that to my child as well.”

Chacon’s first name Dulce, meaning “sweet” in Spanish, was the inspiration for the name Candylicious Allure. Her logo features the sugar skull calavera from Mexico’s Dia de los Muertos, or Day of the Dead.

“My culture and my people are really important to me, and I want to feed that back to them and for them to feel just as appreciated as I feel,” Chacon explained.

“I don’t want to just do this for the money; I want to give back and give the customers as much as they give to me.”

Whether they’re foster kids or not, Chacon wants young people to feel comfortable at her salon and not focus on the cost, which means she plans on offering services at discounted rates and other specials to meet various needs.

That includes anyone in the community who is working on bettering their life through either their careers or education.

“I want them to come back again and again, and not only help them build that confidence but know they can feel comfortable and welcome in my salon.”

Find information and updates on the official grand opening for Candylicious Allure at 4708 E. 41st St. on Facebook.