Brazilian Roots
A lifelong passion for beauty, culture, confidence, and human connection.
Founder · Master Hairstylist · Scalp Specialist
Meet Phil Di Paiva.
Brazilian roots, international training, and a belief that beauty becomes more meaningful when care is personal.
A letter from the founder
The philosophy behind Urban Concept.
My journey began in Brazil, where beauty is more than appearance—it is culture, care, and connection.
Urban Concept was created from a simple belief: every person deserves to be truly seen, heard, and cared for. That is why I created a private studio where every appointment is one-on-one. No rush. No distractions.
I believe healthy-looking hair starts at the scalp. When we understand your scalp, hair fiber, lifestyle, history, and goals, we can create results that are beautiful and built to last.
This is not just what I do—it is what I love. Thank you for trusting me with your journey. I cannot wait to welcome you.
Professional approach
Artistry, science, and intention.
10+ Years of Experience
International training with a focus on advanced hairstyling, color, and personalized beauty techniques.
Scalp-Focused Care
A trichology-informed, cosmetic approach that considers the scalp as part of long-term hair wellness.
Color & Image
Color mapping, facial harmony, lifestyle, and maintenance are considered when designing a look.
One-on-One Experience
A private studio with undivided attention and results designed around one client at a time.
Beauty With Purpose
Every service has a reason, a plan, and a clear relationship to your goals and hair integrity.
The Urban Concept story
A private hair wellness studio in La Jolla.
Urban Concept is not a traditional salon. It is a private studio designed for clients who value expertise, privacy, comfort, and exceptional results.
Head Spa wellness, scalp-focused care, hairstyling, color, treatments, and extensions come together in one place—without the noise or rush of a conventional salon environment.
Here, beauty is personal. Wellness is the foundation. Luxury is the experience.
Visit Urban Concept
In the heart of La Jolla.
1150 Silverado St, Suite 304
La Jolla, San Diego, CA