There are moments in life that stop you in your tracks — moments where you realize just how far the journey has taken you. Standing on the flag stand at the season opener for Race 1 of the Carrera Cup North America series, holding the green flag in my hand, was one of those moments I will never forget.
As I leaned out over the track and waved the green flag to start the race, I felt the rush of adrenaline, pride, gratitude, and purpose all at once. This wasn’t just the start of a race. It was a symbol of possibility. A symbol of breaking glass ceilings. A symbol of what can happen when you refuse to believe limits are real.
As a female founder, a race car driver, and the CEO of privé products, I have spent my life in industries where women weren’t always expected to lead — or even be there at all. So to stand above the track, officially starting the race, while cheering on Sabré Cook in the privé #37 car, was deeply personal. It was proof that we belong here, and more than that — we are here to lead.
Race days start early, move fast, and last all day long. When I know I’m stepping into a moment that matters, I prepare the same way I always do — with intention, confidence, and the right tools. Before heading to the track, I used my go-to privé prep & protect to shield my hair from the heat, sun, and long hours ahead, followed by privé smoothing solution to keep everything sleek, controlled, and powerful no matter how intense the day became.
Because let’s be honest — when you feel strong, you want your hair to look strong too.
That’s what I love about Privé. It’s high-performance haircare designed for real life — whether you’re in the salon, in the boardroom, or standing on a race track waving the green flag to start a professional race. My hair lasted all day. No frizz. No stress. No compromise. Just smooth, healthy, powerful hair that moved with me every step of the day. And that’s exactly what Privé was created to do.
Watching the Privé #37 car driven by Sabré Cook take the green flag was one of the proudest moments of my career. Not just because our brand was on the car, and not just because we were part of the race, but because it represents something bigger.
Two women.
Two different industries.
One belief — that anything is possible when you have the courage to go for it.
Motorsports is one of the most competitive, male-dominated environments in the world. So every time Sabré takes the track, and every time Privé shows up beside her, we are sending a message: You can be powerful. You can be fearless. You can be different. And you can still be exactly who you are.
That day reminded me why I built privé in the first place. I wanted products that perform under pressure. Products that protect. Products that empower. Products that make you feel confident no matter where life takes you.
Because whether you’re waving the green flag, running a company, racing at 160 mph, or simply living your everyday life, your hair should look as strong as you feel. Your hair should last as long as you do. And your hair should never hold you back.
On the track or off the track — you deserve to feel powerful.
— Shay Hoelscher
CEO & Founder, Privé Products
Beauty is Kindness. High Performance is Power.