Beauty Boss: Beauty Industry Veteran and Race Car Driver Shay Hoelscher Founded Clean, High-Performance Haircare Line Privé to Empower Women and Give Back
Shay Hoelscher is a longtime beauty industry executive and race car driver who founded Privé haircare products in 2019.
While professional race car driving and the beauty industry might seem like polar opposite worlds, Shay Hoelscher has managed to successfully bridge the gap between the two.
As both a female race car driver and former beauty industry executive with multiple decades of experience working in senior leadership roles for brands such as Alterna Haircare, TIGI, Sebastian International and Wella International, Hoelscher is no stranger to working in male-dominated environments.
She ultimately decided to create Privé, a clean, high-performance haircare line that is formulated with food-grade ingredients that are gentle and safe for skin. Vegan and cruelty-free, Privé products are good for people and the planet, and are made in the company’s facility just outside of Seattle, Washington.
Privé has partnered with and sponsors professional racing driver Sabré Cook, who is the company’s brand ambassador and the first female racing driver in the Porsche Carrera Cup North America Series. As a woman-owned brand, Privé is committed to supporting and empowering women in every industry beyond beauty and motorsports, inspiring them to pursue their dreams and break through all barriers.
Also passionate about giving back to the community, Privé donates 1% of all its revenue to Project Beauty Share, a nonprofit that provides essential hygiene and beauty supplies to women and families that are overcoming various challenges including abuse, addiction, homelessness, and poverty.
Every year, Hoelscher and Privé also participate in Project Beauty Share’s Evening en Blanc, an annual fundraising event that raises money to directly support the organization’s ongoing work. At the event, which includes live and silent auctions, Hoelscher has helped raised tens of thousands of dollars for Project Beauty Share over the years by auctioning off rides in the Privé race cars at The Thermal Club in Thermal, California.
We chatted with Hoelscher who shared the ethos behind her brand, beauty and wellness tips, secrets for success, best advice, and much more.
Privé is a line of high-quality, clean haircare products that are rooted in simplicity, authenticity, and self-care.
When was Privé Hair founded and what does the name mean?
Launched in 2019, privé means “private” in French, referring to personal, confidential, or reserved for specific individuals. Special and unique!
What inspired the creation of your brand?
My inspiration came from my extensive career and deep insights within the professional beauty industry. Over 37 years of experience in senior leadership positions at multinational beauty brands and private equity taught me clearly what worked—and importantly, what didn’t. This inspired me to launch my own brand. I was motivated by the following key principles:
Clean, High-Performing Haircare Products. I prioritized products free from harmful chemicals, using pure, food-grade, natural ingredients gentle enough even for skincare that are vegan and cruelty free.
Making a Difference Quickly. I wanted customers to notice immediate and lasting results after just one use, creating undeniable value and trust.
Affordability and Accessibility. My goal was to deliver sustainable luxury at fair prices, ensuring high-quality products could be accessible to everyone—not driven solely by profit margins, purpose over profit.
Beauty as Kindness. The core of my belief is that beauty is a vehicle for kindness, compassion, and positive change—transforming Privé into a platform to uplift others.
Empowering Women and Inclusion. My passion to inspire and empower women, promoting equality and inclusivity. My personal journey, including my partnership with professional racing driver Sabré Cook, embodies a mission of breaking barriers and inspiring future generations and inspire others to pursue their dreams Boldly and build something that matters.
Giving Back to Help Make Our World a Better Place. Using my Privé for engine4good and giving 1% back to a nonprofit, Project Beauty Share, which helps women in need.
In short, Privé products reflect my purpose, passion, and authenticity. Beauty is kindness, empowerment, and genuine care for people and the planet.
Privé has partnered with professional racing driver Sabré Cook, who is the company’s brand ambassador.
Do you have a hero product?
We have several: Curl Cream, Finishing Texture Spray, Smoothing Solution, and Moisture Rich Care Duo.
What are your favorite products from your brand?
Moisture Rich Shampoo and Conditioner, Smoothing Solution, and Prep and Protect.
Where are your products sold?
Through our website, on Amazon, and in salons.
Future plans for the brand?
Privé's future is poised for growth and innovation, building upon its foundation of clean, natural, and effective haircare products. The brand remains committed to sustainability and inclusivity, ensuring that its offerings are accessible and beneficial to a diverse clientele.
Privé actively supports women's empowerment through initiatives like #priveitforward, which donates 1% of all revenue to Project Beauty Share, providing beauty and hygiene products to women in need.
Additionally, Privé continues to champion women in traditionally male-dominated fields by sponsoring female race car driver Sabré Cook, exemplifying the brand's dedication to breaking barriers and inspiring future generations.
Overall, Privé's future encompasses expanding its product line, enhancing sustainability efforts, and furthering its mission to empower individuals through beauty and beyond.
Every month, 1% of all Privé sales are donated to Project Beauty Share, which provides beauty and hygiene products to nonprofit organizations that help women in need.
Who inspires you?
One significant influence is renowned author and researcher Brené Brown. I have found profound guidance in Brown's book "Dare to Lead," which emphasizes leading with vulnerability and courage. This perspective has encouraged me to foster a culture at Privé where taking risks and embracing growth are valued.
Sabre Cook, female pro racing driver.
Secret to success?
My secrets to success have always centered around authenticity, resilience, and kindness. I believe deeply in showing up as my true self, embracing vulnerability, and never compromising my core values, even under pressure.
I’ve learned to trust my instincts, maintain a genuine curiosity, and continuously strive to learn from every experience, good or bad. I have always led with heart and purpose. Surrounding myself with supportive people who challenge and inspire me has been essential.
Above all, I've found that true leadership involves empowering others, staying humble, and consistently leading from a place of kindness—because real success is measured by the positive impact you leave behind.
Beauty secrets?
My beauty secrets are rooted in simplicity, authenticity, and self-care. I believe beauty truly begins from within, so prioritizing kindness, positivity, and a healthy mindset are essential parts of my routine.
I always focus on using clean, natural, food-grade ingredients—not only in Privé products, but also in my daily personal care regimen. Hydration, a balanced diet, regular exercise, and ample sleep are non-negotiables for me.
Most importantly, I’ve learned that feeling beautiful is less about perfection and more about confidence, embracing who you genuinely are, and treating yourself and others with kindness.
Privé also remains committed to sustainability and inclusivity, ensuring that its offerings are accessible and beneficial to a diverse clientele.
Wellness tips?
The most important thing is sleep.
Best advice?
My best advice is to always trust your instincts, lead with kindness, and never be afraid to embrace your authenticity fully. Never let anyone tell you can’t do something,
Surround yourself with people who uplift, inspire, and challenge you, and never stop learning. When you combine passion with purpose and stay committed to your values, success naturally follows.
Remember, vulnerability is strength—so be brave enough to show the real you, because your greatest impact comes when you lead genuinely and generously.
How do you like to relax?
Being in my race car, once I am buckled in and start the car, the outside world doesn’t exist. I’m in my zone and nothing else matters.
Hoelscher’s inspiration for Privé came from her extensive career and deep insights within the professional beauty industry.
For more information about Privé and to purchase their products, visit their website and follow on Instagram: @privehair.
For more information about Sabré Cook, visit her website and follow her on Instagram: @sabrecook.
For more information about Project Beauty Share, visit their website and follow on Instagram: @project_beauty_share
[Images courtesy of Privé]
Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk