Roccos Mane Events

Anyone who’s lived in the Twin Cities long enough will recognize the name Rocco Altobelli. His moniker represents a slew of salons and a vast line of hair services, products, and spa treatments.

The man behind the successful brand is a down-to-earth guy with kind eyes, a full white mustache, and a dry sense of humor. And while he loves riding horses and playing golf, it’s clear that his first passion is the beauty business. Minnesota–born Altobelli grew up in the industry—his mother and two uncles owned salons—so it’s always been a way of life. Family experience and Vidal Sassoon training led him to open his first salon in St. Paul in 1972. Today, he owns seven metro locations, the Greenway Research Lab in Burnsville (which develops formulas for various personal care products), and the Alto Bella line of products.

Photo by Stephanie Colgan

At this stage in his career, he could simply retreat and rest on the strength of his brand. Instead, Altobelli continues to push the envelope. He worked with a German preservative company for the launch of BioEdge, his new organic product line made with 100 percent natural and renewable resources. He’s also spent the last couple of years pioneering a fresh idea—the merging of beauty and medical treatments. A “doctor/hairdresser” business model is the basis for his new medical beauty salons at Galleria and Rosedale. Partnering with plastic surgeon Edward Szachowicz, MD, PhD, FACS, Altobelli introduced the Twin Cities to a breakthrough photopneumatic device called the Isolaz, which combines a vacuum with a broad light spectrum to painlessly treat acne, rosacea, and brown spots. It also aids in hair removal and skin rejuvenation.

“Lasers are becoming simpler, less intrusive, and milder,” Altobelli says. “Dr. Szachowicz and I got together and developed our own training program for our estheticians. We basically started from scratch, set our own standards, and created our own manual. We had to pioneer it since no one else in the beauty world was doing this type of advanced training.”

Photo by Stephanie Colgan

Bringing in the Isolaz meant Altobelli had to restructure his existing Galleria salon and build an entirely new location at Rosedale. The latter (shown here) is a shining example of how beauty and medical treatments can coexist. With design help from his wife, Dianne, and son, Nino, Altobelli created a stimulating salon section, which boasts crisp white floors, rich wood salon stations, contemporary lighting, and a centrally located tint bar where stylists mix hair colors. In contrast, the quiet, calming medical spa section is adorned with soft hues of green and beige. Private treatment rooms (where topical treatments, waxing, and massages are performed in addition to Isolaz services) line a long, carpeted hallway, and a serene pedicure room provides space for clients to relax. The division of salon and medical spa was necessary, Altobelli says, in order to keep records and consultations confidential.

With more and more people seeking lasers as a method for clearer, younger-looking skin, Altobelli foresees the eventual addition of Isolaz machines in some of his other salons. Until then? He’s taking a little time to relax and enjoy the fruits of his labor.

“I had three big projects to complete this year: the Rosedale salon, the Galleria salon, and my BioEdge line,” he says. “Now I need to get on my horse and go riding. I didn’t ride all summer and I only played two rounds of golf, so this winter I’m doing nothing.”

Seven metro locations, including Rosedale, 651-631-2289