Gina Rivera | About Gina Rivera
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About Gina Rivera



Gina Rivera is a well-known icon in the world of beauty. Rivera skyrocketed to success when the company she founded, Phenix Salon Suites, became the fastest growing salon suite company in the beauty industry. The only suite firm to ever be named to Entrepreneur’s Top 500 Franchise List, the company joined the elite Top 25 in 2017. Gina Rivera is the only female President and Founder in this exclusive group that sits at the helm of the list.


This lead to Rivera being featured on the CBS Emmy Award winning show Undercover Boss. After receiving one of the highest Nielsen ratings ever for an episode, she was propelled into the limelight and generated a tremendous fan base inside and outside of the beauty world both domestically and internationally.


In June 2015, Rivera presented her inaugural “Colour Your Life” stage show in Las Vegas. The show is a collection of her personal stories and reflections. It’s beautifully dramatized to accentuate heartfelt adversity and success with motivational messages that cross all boundaries and extend to anyone in pursuit of a dream. Rivera, now offers the show nationally as well as other speaking engagements.


Rivera, a resident of San Diego, California, is no stranger to the camera and stage. She currently serves as the Celebrity Spokesperson in the North American market for 3 Deluxe Professional Colour, a high end hair color line out of Europe. She has filmed multiple commercials, infomercials and has been the subject of several photo shoots. She has also addressed large groups live on stage in both an artistic industry setting and a leadership business setting inclusive of scripted and impromptu formats. In 2017 she appeared as featured talent in the UK sensation JLS Band member, Aston Merrygold’s music video “Precious”.



Additionally, Rivera is a seasoned columnist who has been published over 200 times. She has been featured in well-known publications such as Fashion & Style, Modern Salon, the Huffington Post, Hairbrained and several others. With over 175,000 Facebook followers and over 200,000 Instagram followers. Her “Tip of the Week” has quickly become one of the most well-read columns on the web providing advice on how to succeed in business and life to fans and beauty enthusiast.


She continues to expand her fan base through public speaking appearances with industry groups such as the Association of Professional Hair Care, the Association of Bath & Body Works, the Association of Nail Professionals and others. She has also conducted multiple webinars addressing both the artistic and business side of beauty and fashion.


Recently, Rivera embarked on the creation of her own product company under the name Tools by Gina and by Gina, as a way to further carry on her family’s 85 year legacy in the business. Her unique set of products has brought new technology to the industry including infrared tools, Tools by Gina,that are rapidly moving off the shelves. Her beauty line is distinctive with many one of a kind products that are unduplicated and sought after in the market. Some of her highlight products include her BioGen Complex line of shampoo, conditioner and CLUTCH hairspray. In 2016 and 2017, the products were gifted to A-list talent at the GRAMMYs. The product line is considered a multi-vitamin for the hair and is set to be featured on HSN later this year where it will be broadcast to markets across the globe with Rivera serving as the host.


Rivera is committed to giving back and does this through her Priest James Foundation. The foundation was established to support cancer research efforts in honor of her late mother, Janice Peneschi, a hairdresser who passed away from the devastating illness in 2007. A portion of all product proceeds are dedicated to this cause. In 2018, she will launch her Cut Out Cancer campaign across her salons nationally.


Rivera, an advocate of education, established her own International Artistic Team that released and published its first collection “Reflections” in the spring of 2015. The team of leading international artist travel the country providing high end hair and beauty education as well as the latest in hair on the runways and in the salons. The team has worked at multiple GRAMMYs and the Coachella Music Festival.


At the core of her success, Rivera is, first and foremost, a hairstylist and artist. Her family history consist of more than 30 salon professionals working primarily as hairstylist and barbers. She loves the art and the relationships that she shares with her clients and colleagues. Before she was the president of a successful multi-national franchise chain and product line, she was a hairdresser, beginning her career as a little girl sweeping hair from the floor of her parents’ salons. She is now a recognized force in the industry as well as an artist and a stylist who still provides services to an exclusive client group one to two days per week.



Sherrie Wilson
VP of Marketing, Phenix Salon Suites
Phone: 719.491.9682