New Madison Salon


Midwest Beauty House (MBH), located at 1969 Winnebago, is a throw back to the classic beauty shops of the past. Its quaint character and cozy atmosphere are the perfect combination to pay homage to the location’s history as a barbershop from the 1940s through the early 1970s. In just 400 square feet of space, MBH provides a unique experience compared to other small neighborhood salons in Madison.

Last December an article about the dormant commercial space caught owner Alice Ezrow’s attention. Intrigued by the former barbershop that had been part of the Flagstad flower shop building and used by the family as storage for the past 40 years, Alice knew this was the place for her vision to come to life. The unique space includes original ceilings from the 1920’s, porcelain black and white classic tile and art deco inspired decor. The interior is in the shape of a triangle, which may very well make it the corner of the Schenk neighborhood.

“I’ve dreamed of opening my own shop in this area for years,” says Alice. “This is the perfect spot for me to fulfill that dream, and the history of the building certainly adds to the authenticity of the salon. I know this space is going to help me fulfill my mission to take care of people.”

The shop’s slogan, “For Better Beauty Culture”, was built around the classic beauty shops of the past and, in fact, was the motto of another historical salon on Winnebago Street in 1934. “Community and family are important to me,” says Alice. “I like the ideal of the small town beauty/barber shop that brings the community together. It all comes back to people.”

Along with the variety of services, including elevated hair styling services, make-up application, and natural nail services, MBH offers certified organic hair color and products and is committed to providing the safest and best options available for beauty.

Midwest Beauty House is open Tuesday through Friday from 10 a.m. to 8 p.m. and Saturdays from 10 a.m. to 4 p.m.

Alice Ezrow