Salih's personal mission is to promote the elegance and sophistication of natural hair globally. Salih founded Loc Lov in 2010 after training at one of the top three natural hair salons in the country that caters to legendary artists like Smokey Robinson, Ledisi, Jill Scott, and Janet Jackson. He worked under the tutelage of 10 master natural hair stylists and locticians, and quickly mastered his craft. Salih made the move to launch Loc Lov in order to promote a holistic educational approach to natural hair and loc artistry and to set a high industry standard for natural hair care. Salih is known by his clients for encouraging them to think outside the box stylistically and for pushing aesthetic boundaries. He prides himself on seeing the possibility in his clients that they may not recognize in themselves.