Flow Hair and Beauty

A private, respectful space to try on wigs

Tucked in the heart of South Minneapolis, Flow Hair and Beauty is not just a beauty supply store — it’s a place of transformation, dignity and healing, particularly for customers navigating hair loss.

But even owner Getinet Alemu knows that many people walk in without realizing Flow is Black-owned. “That happens all the time,” Alemu said. 

“People come in to shop and have no idea who’s behind it. So when someone says, ‘Wait — this is Black-owned?’ it’s a really proud moment.”

Flow, which has been open for just over a year in the Uptown neighborhood, specializes in high-quality hair products and wigs, with a unique focus on supporting people experiencing medical hair loss. The store is in the final stages of gaining Medicare accreditation, which would allow it to accept insurance for hairpieces prescribed by a doctor.

“We’re getting certified to work with insurance companies, so people going through chemo, alopecia, or other hair loss can be covered,” Alemu said. “That part is really close to my heart. I have a family member who lost their hair due to cancer, and I’ve seen how hard it is to find help.”

Before launching Flow, Alemu built his reputation as a barber in Bloomington. He’s been cutting hair for more than a decade and said he was inspired to expand into the women’s beauty industry after seeing how a haircut can boost someone’s confidence.

“Barbering came naturally to me, and I’ve always loved the way it makes people feel,” he said. “But I wanted to bring that same feeling into the women’s space. That’s what Flow is about.”

The shop isn’t without the woman’s magic touch, though. He credits his wife and his two enthusiastic employees, Anna and Jade, for their contributions, because he says opening a new retail business wasn’t easy.

“Honestly, starting Flow has been one of the hardest things I’ve done,” Alemu said. “The barbershop was much easier to get off the ground. With the store, we’ve invested a lot in inventory and marketing, but foot traffic has taken time to build. We haven’t turned a profit yet, even after more than a year.”

Still, he’s committed. He spends most Tuesdays at Flow, working directly with clients and hearing their stories, especially those navigating illness or hair loss.

“One of the biggest things people say is they’re grateful for a private, respectful space to try on wigs,” he said. “That means a lot to me to know we’re giving people not just quality products, but dignity.”

Alemu said he has a long-term vision to expand Flow’s reach throughout Minnesota and eventually nationwide. In the short term, he’s focused on making the South Minneapolis location sustainable and growing its presence in the community.

Flow recently launched a nonprofit, the Flow Foundation, to help fund wigs and services for those who can’t afford them. There are currently more than a dozen people on a waiting list.

“We just want to be able to help,” Alemu said. “Even if someone can’t buy something right now, we want them to know we’re here.”

Asked what it means to be a Black business owner in 2025, Alemu said it’s both empowering and challenging. “Ownership in our community is so important, but the barriers are real,” he said. 

“Still, I’m proud. It means something to have a space like this, to be visible, to serve, to show what’s possible.”

How to support Flow Hair and Beauty:

• Visit the store at 3007 Lyndale Ave. S.
• Spread the word on social media.
• Donate or share the Flow Foundation’s fundraiser.
• Refer someone in need of medical hairpieces or private wig fittings.

For more information, visit www.flowhairmn.com, follow on Instagram @FlowHairAndBeauty, or email flowhairandwigs@gmail.com.

Jasmine McBride welcomes reader responses at jmcbride@spokesman-recorder.com.