Danica is an American Board Certified Haircolorist (2003) specializing in non-toxic color, cutting, and styling. She opened The Plum Organic Beauty in 2007. Atlanta’s and San Francisco’s (2009 to present) first fully organic salons. And from 2021-2023, The Plum had a holistic salon/spa location in Sacramento. She has been featured on TBS’s Movie and a Makeover, Good Day Sacramento, and Your California Life. The Plum has been featured in Allure and Lucky Magazines. The Plum won Best of San Francisco 2018 with San Francisco Magazine. She has also produced work at Intercoiffure. After 16 years in NorCal, Danica and her family decided it was time to come home to Atlanta (2025).
An expert at creating holistic beauty environments, she has curated every detail in her studios carefully to invoke a sense of well-being and beauty. As an organic stylist, Danica has worked with leading clean brands including Organic Colour Systems, free of ammonia and other harmful toxins. And as a trained color theorist, she was hired to help develop InnerSense Organic Beauty Color Purity in 2022, the cleanest haircolor on the market. Danica chooses brands that meet the highest standards for organic ingredients and eco-consciousness, down to the packaging. Her core principle has always been that beauty begins within; including what we eat and our hydration to what products we use on our skin, and how we treat the environment around us.
Danica is a graduate of the Integrative Institute of Nutrition and incorporates health into her salon sessions. She aims to cultivate her clients’ core beauty, starting from within and moving outward. Danica creates an individual experience for each person through her holistic approach to beauty. Working with her is inspiring because of her quest for joy, passion for creating beauty, and most importantly, for loving oneself.
When not at work, Danica spends most of her time studying interior design and helping others create inspired spaces. You can follow her on instagram @ThePlum.House
