I'm posting a more updated review since a lot are from last year or years ago. I love this store! This is my 3rd time here and I always leave with a purchase. Barry assisted me today and was an absolute sweetheart that showed me the wigs I might like the most. Barry was patient, nice and helped me greatly with styles and color. I find it rare to have people at beauty supply stores immediately assist you but I had no issues here. The variety of wigs are pretty good! More synthetic and synthetic blends available but they do have human hair options. The products are also well organized and fairly priced. I didn't see any difference in prices here than what I've seen online or at other beauty supplies so I believe the prices are fair. I highly suggest coming here and look out for Barry! read more

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Oh my God, I had the best experience with Barry! He's excellent at wig frontal cutting and really takes his time to explain everything. I honestly wish I had found him sooner--it would've saved me from going to those expensive salons that pre-cut and end up damaging wigs. Barry is amazing. I highly recommend that you visit the shop, ask for him, and make sure you have your wig cut by him! read more

Barry, whose at the back of the store, helped me out on two occasions. He took the time to show me how to put a wig on and how to make it blend with my natural hair. I would recommend Barry to anyone that is new to wearing wigs and letting about good products. read more

Optima Beauty Supply - My self - Cosmetics & Beauty Supply Near Me - New York, New York

Barry at Optima Beauty Supplies is someone you should visit in person, Monday through Friday when he is available. He is extremely knowledgeable and a true professional when it comes to wigs. He understands wig construction, fiber types, cap design, density, and proper fit. Whether you are looking for synthetic or human hair, lace front or full lace, he can explain the differences clearly and guide you toward what works best for your face shape, lifestyle, and maintenance comfort level. Barry is also a great conversationalist. He listens first. He asks the right questions. He makes the process comfortable, especially for anyone new to wigs or navigating hair loss. His recommendations feel thoughtful, not rushed. If you want guidance from someone who knows the craft and takes pride in helping you look and feel your best, see Barry during the week. read more

The worst costumer service I've ever experienced. They have absolutely no idea about any of the products they are selling. NEVER SHOP HERE!

I have been coming here for six years and love the service and the wigs. I have had my hair braided, lace cut, and assistance with choosing the right wigs and color. Currently, there is a gentleman who can curl hair with a brush and cut the lace on the spot. All in one service and the only place I purchase my wigs from. Thank you for such great services. read more

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Barry was the best! I have been wig shopping at many places but I've never been treated so well. the quality of the wigs is great and a fabulous selection. I will be returning soon looking for Barry! read more

Barry is great at what he does. He knows the perfect wig for face and personality. Thank you so much for your great service. We love it; you are just amazing!!! We came all away from the Bronx read more

Amazing beauty supply shop in fidi. It has a large variety of hair products, nail products, etc. The store is clean and organized. The cashier is happy to help and always gets you in and out quickly. I always come here to purchase hair bleach, toner, and semi-permanent hair color. Hair bleach, toner and hair color products are all under $10. They are also offering discounts for individuals who review them. Worth the visit for some affordable hair stuff! read more

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Barry is great at what he does. He was so helpful in helping me to find the right wig for my face. This is the 2nd time going to this place and it was because of the assistance received. He is amazing and have a gift at what he does including excellent people skills. Thank you so much for your help and kindness! I love the wig. read more

This is the best place to go to. The services was amazing. Barry helped me to get the right wig for my hair. read more

Barry did a great job on my lace wig I recommend anyone to work on your hair with him he's awesome... read more

Optima Beauty Supply - Barry work come look for him... - Cosmetics & Beauty Supply Near Me - New York, New York

Another up date. Today Barry assisted me with the purchase of two wigs and hair care products. Glad to see more updated and natural looking designs. Excellent customer service aka Barry. Thanks so much. read more

Optima Beauty Supply - Cosmetics & Beauty Supply Near Me - New York, New York

LADIES LET ME TEL U PLEASE GO TO barry he knows what he is talkin about i hate 1B black hair on me but he chose a wig for me and i bought it cause it looked gorge on me he knows his stuff great selections, he's kind knowledgeable come see for yourself!!!!! read more

This review is for BARRY! I was in the area and decided to go in. I went to this particular beauty supply a couple of years ago to check out the "sale" rack. BARRY greeted me and asked if I was interested in a wig. I have NEVER worn a wig. I walked out of there with my first wig!!!! Barry installed it and provided me with a tutorial! A customer and my BFF thought it was mine/just left my hair salon. I am returning for a color that will highlight my eyes!! BARRY is professional, polite, and appears to love his craft! He was a man of his word I was out within 15 minutes. RUN to see BARRY!!! read more

Barry is amazing. I came in just wanting to look at hair alternatives and walked out with 3 new looks. Barry not only helped me to see the potential in each wig but also patiently cut them, styled them and answered any questions that I had. I'll definitely be back (as I've done before!) read more

Heyyyy Ladies out there I have to tell you about my experience at optimum (12/20/23) beauty supply. There's a stylus there by the name of Barry. He's not only good with his hands styling your wigs, but he's also good with his mouth because he has such a nice personality (Ladies it was my first time getting a lace wig) and when you walk out of there, you will be satisfied. Barry much Love I didn't ever think I would be pleased with Someone installing a lace wig on my head, but it happened. Don't forget Barry I'm waiting for my order to come in. You know what I like read more

Barry is such a wonderful & gracious teacher! I say this because earlier this month for my birthday I decided to get a Medium to Long black wig that brought me back to my days when I had long hair. Barry gave me a live tutorial on me at the store in front of the vanity they have at the wig section. He went above and beyond with giving me instructions as well as how to care for the wig and the tools I would need. Barry even told me to come by prior to my event if I had any doubts of how I installed my wig. I found that very comforting. Thank You. read more

Barry is the best! He knows everything about hair from the texture to colors. I want you as my personal stylist.

I wanted a new look and went to Optima Beauty Supply. Barry in the wig section was the best. He was very helpful in assisting me with choosing the best style and color wig for my face and complexion. He gave me tips on cutting the lace and mixing it with my natural hair, and on the best way to wear the wig that would be most flattering. Barry is very knowledgeable about which textures, colors and placement of the wig would enhance your look. If you are in the market for a new wig, and are in the John Street area, go see Barry; he will take care of you.. read more

I went in last week needing a wig, and Barry hooked me up big time! He took the time to go through which wig would work best for my needs, cut the lace and not only styled the wig but gave me a tutorial on the proper way to wear it. He was amazing and I highly recommended him!!! And their selection is great. read more

I had a wonderful experience with Barry. I walked in not knowing what I wanted & Barry selected a pony tail that matched my color to the highlights. He spent a good amount of time with me making me feel comfortable with the hairpiece. Barry really knows how to connect with his customers, takes his time and provided some healthy tips about blueberries. I'll be returning soon. Thanks so much. read more

I had an amazing experience purchasing clip-in extensions with the assistance of Barry. The process was quick and informative as he took the time to educate me on ongoing care of the extensions. Will be referring my friends to this place as a friendly and helpful hair supply optimally located in Fidi read more

It was so funny when you want to get something but you friend is a person who actually gets it, lol. She loves to wear hairpiece so much so this store has caught her eyes during walking to where we supposed to go. It is a big beauty supply store and at the hair extension section, we met a wonderful person who can answer and give the advise to my lovely friend. I'm so impressed that he knows so much about hairpieces. Finally my friend bought real hairpiece and a ponytail from them. She told me the store has a good price and she will probably go back a shop there again. read more

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I've been going to Optimum for almost 10 yrs. I've purchased at least a 100 wigs. They have a wide selection of wigs, add on, etc. I go so much they treat me like royalty. They know my style therefore all I have to do is sit down and the wigs are brought to me. I say I am going to buy just ONE wig but always leave out with three or more. This is my go to place for a new wig. In addition, Barry is an expert in assisting you find the right wig. He will keep it honest and makes sure you're a satisfied customer. read more

Dee dee is long gone. I'm not surprised since she was so good at what she did & very strong spirited. But the service is not the same at all. Just the usual disinterested ladies who are sure to turn over quickly. That's too bad. I stopped going because it really made a difference to me to have that level of consistent, good service. Also, she gave excellent input on what hair pieces and wigs were stock. It's still great for hair care products as they have a large selection. But I don't go for wigs anymore. read more

I recall frequenting this beauty supply store years ago when I worked in the area as an intern and it was always a good experience. They're fully stocked on a range of products for comparable prices that I'd find at other beauty supply stores. Today I popped in hoping to get a hair relaxer system. I stood in the aisle confused for about 10 minutes trying to figure out what specific items I needed for the Affirm relaxer kit, since they don't actually sell the kit but sell individual steps in the Affirm system although the label noticeably says not for individual resale. I finally asked an associate for some guidance after he'd been standing around for some time as I tried to figure this one out. He hurriedly threw an answer my way before walking back to the front of the store. Also behind me was another equally confused customer trying to find a hair dye in the stream and surplus of dyes. Another associate who'd been in our area for some time came over and asked only him if he needed help. And once he was finished, walked away. And there I stood, still confused and just as visibly confused gazing over the abundance of products. Needless to say, I walked out. Maybe it wasn't race. Maybe he assumed I just had to know all the products and didn't need help. Either way, they're clearly not motivated to grant equal customer service to all. I'll take my dollars elsewhere. read more

I was walking home and stumbled upon this store.. decided to take a quick look inside. I met the wonderful Barry who specializes in hair extensions, wigs, etc. I didn't expect to buy anything but he showed me these beautiful clip-in extensions that I couldn't walk away from. They matched perfectly to my hair. When I came back the next week to show Barry how they looked, he was so happy to see me and was waiting for me to come back. Great customer service. The hair is great quality for a great price. I love experimenting with my hair so I'll definitely be back!! They also have every hair product you can think of: accessories, styling tools, dyes, oils, high end shampoo/conditioner, hair masks, etc read more

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Barry he is the freaking best. I was shopping around for the longest for hair extensions and wasn't able to find a place. Until I met Barry and he was able to match my color fast. I have to say I will definitely will come back to Barry in a heart beat. read more

Decent selection, terrible customer service. I arrived a few minutes prior to closing with 10 minutes left to grab something and the doors were locked on me, and instead of letting me in, the employees behind the counter stared me in the face despite me calling the store phone number multiple times. I stood and watched as they ignored my calls. If you close prior to 6pm, then list that. I've been coming here for years mostly because it's the only beauty shop nearby, but better off making a trip to support Black businesses that actually care about their customers and understand their market. read more

I love this beauty supply store. I always go there for hair dye, toner, developer, etc. The owner is very attentive and knowledgeable, always giving great advice. read more

Price discrepancies and bad customer service. I was a long time until they tried to pull one over. I picked up two Paul Mitchell, Firm Style, Dry Wax containers from the shelves and noticed that one was $15.99 and the other was $16.99 although it was the EXACT same product except different packaging. When I went to the register, I informed the cashier of the price discrepancy. She raised the issue to the store manager who said he could not fix the price. In my opinion, and regardless of the different packaging, the store should have honored the lower price since it was the same item just priced differently. Adding to this problem was the manager who was rude and lacked customer service skills unbecoming of a manager. When I asked for the owner, the manager asked the cashier to provide me with the business card. When I asked for the manager's name, he refused to provide. The issue got beyond the manager's control so badly that the customer behind me decided to leave her items on the cashier counter and not buy anything due to this price discrepancy and manager's attitude. I'm a manager, and in my opinion, the store manager should have pulled me aside to pacify me, discuss the issue in a calm manner, apologized for the price discrepancy, and directed the cashier to honor the lower price as he's a manager and equipped to make decisions given his title . Additionally, he should have gone to the shelve to see if there were other products with the same price discrepancy to immediately remove and address the discrepancy. I later spoke to the owner and the owner was also rude and did not care about loosing business. He said it's a difference of one dollar, to which I replied EXACTLY!!!! In my humble opinion, the manager nor the owner does care about customer service. They only care about making a buck. Sad in this day in age where everyone appears to prefer online shopping, which makes sense as nobody wants to deal with idiots like these two. If you'd care to discuss, please do not hesitate to contact me. read more

I bought Paul Mitchell Products and I am using them for years now. And I am pretty sure the Strength Spampoo and Conditioner are knock offs. They smells and feel differently. Maybe they are just old, but anyway no reason to come back to this store! read more

Customer service is awful!!! After buying an electric face brush I brought it home and it was not charging. So I brought it back to the store to exchange not even return. Cashier person send me to sales person telling he will help, sales person told he can't help me with the return..send back to cashier...they either didn't know how to help me or were not sure... but this was the simple things to help me with. Any way I got a new face brush. And I got against the one that is not working. So merchandise quality is horrible as well.. I came back to store again trying just to get my money back because obviously I didn't want another broken face brush. So cashier person opened the box and that it is missing instruction...(which I am questioning were there at the first place Because they opened the second box in front of me to show that all parts of brush were there). They refused to return me money for broken twice merchandise they sold me. 2 sales people were very rude to me when I started on Insisting to return me my money. They wasted a lot of my time and money for low quality merchandise! I would NOT recommend to shop there! Thank you! read more

Worst customer service ever. I was rushed out maybe 20 minutes before closing. Don't bother with the wigs here, they only let you try on two apparently.... even though standard practice is 3 or 4 at literally every other beauty supply. They're so rude. I will absolutely never go here again and I hope that all other women of color *cough cough* BLACK WOMEN know not to spend their money here. There is absolutely nothing of value in this store yet they follow you around as if they've got shelves and shelves of expensive goods. No one wants to steal your $1.50 biosilk or $3 lipstick. You're better off going anywhere else. read more

I used to work near this beauty supply store, and it's the absolute best. I never realized how wonderful it was until I quit my job, and was forced to go to other beauty supply stores that are meagerly stocked in comparison to the Optima in the Financial District. I have never been able to find the products I need at all the other beauty supply stores I've been to (about five). What you can find at this location that I've been unable to find at others: AG line of products (Canadian product for curly hair) Nioxin Hair Repair Mask Their hair products range from low-end (Pantene, Suave, etc) to the mid range (Biolage, Redken) to the expensive (Nioxin, DevaCurl). They also have the usual makeup and accessories, as well as hair dye, fake hair pieces, hair irons, blow-dryers, etc. It's a decent sized store, and like I said, they really carry a wide range of products, and I live them for carrying them all in one place (especially the AG reCoil Curl Activator!!!). Check it out if you work in the area. read more

I purchased a hair blow dryer here 14 days ago I was told if I wanted to exchange I could within 15 days. I came back to upgrade for a higher quality on day 14 and they're not honoring their exchange. I will never go back and I will never tell anyone to go there, terrible customer service experience. read more

Every time I walk through the deceitfully simple door of the Optima Beauty Supply the theme from the Last of the Mohicans begins crescendoing in my head. It's a momentous journey to the Financial District, every bit as epic as the movie itself. But there is more! Upon entering you will discover yourself in the presence of an elusive item totally worthy of a New World Orchestra accompaniment. The Seche Vite topcoat for nails. I get chills just thinking about it. read more

The only thing I have bought, and will likely ever buy, from here is $6 ESSIE NAIL POLISH! Decent-ish selection of colors... seemed to have most of their current popular stuff (just bought East Hampton Cottage and Miss Fancy Pants). Some bottles looked a little goopy/weird but most seemed fine. OPI is $7 a bottle. Oddball selection of skin/hair products, etc. if you're brave. $10 credit card minimum. read more

One of the best indie beauty supplies in Lower Manhattan IMO. I know nail polish junkies who absolutely love this place! It's on their Lower Manhattan nail polish walk (also, the sidewalk vendor in front of the Duane Reade across the street who carries Kleancolor n/p and then another beauty supply about a block away that also has a kick a** selection of n/p). Optima carries a pretty good selection of OPI and Essie. New n/p collections are usually in displays near the counter. BFF gets the fabled Seche Vite fast dry top coat here. As for hair care, they seem to have it all like that Moroccan oil knockoff that is otherwise only available at Sally's (which we do not have in Manhattan). Most high end hair care brands are sold here. read more