Call it beauty on demand. Apps are creating salons of the future, right in customers' homes, reports CBS News correspondent Michelle Miller.
New York City fashion designer Lela Rose gets the full treatment, as early as 7 a.m. -- all the while writing emails and prepping for her day.
"Anyone, you know, who is on a tight schedule, which I think is any mom working or not, you know, we all have things that we need to get done, and we need to look good doing it," she said.
Rose found a team of professionals, not through her fashion industry connections, but by simply swiping her smartphone.
Launched early this year, Glamsquad is the latest mobile app to offer women professional glamor, whenever and wherever they choose.
"People are ordering their food, their groceries, their car services, their babysitters, everything you can really order just from your phone. So why can't you order beauty services to come to your home or your office?" asked Glamsquad CEO Alexandra Wilkis Wilson.
Wilkis Wilson left the popular online designer discounter Gilt Group, which she co-founded, to join Glamsquad.
"I think we can build this company into something really big and powerful and disruptive," Wilkis Wilson said. She wants to change peoples' habits.
The service has already changed the habits of marketing executive M.T. Carney, who uses the app twice every week.
"The appeal of this kind of service is, first and foremost, really about convenience," Carney said. "When you cut out the travel time, it makes life a lot easier."
Glamsquad hair services include blow drys and styling for $50 and a makeup session that runs $75. Its founders believe people will pay the price despite traditional salon options.
In 2013, the beauty industry saw an overall revenue of nearly $205 billion. Columbia Business School professor Michelle Greenwald said mobile beauty companies are primed to become part of that market.
From a consumer standpoint, Greenwald said, Glamsquad is attractive.
"One, they can afford it. Two, they value the convenience, and three, there are enough women, evidently, that this is meaningful to them that they can create a market," Greenwald said.
"One thing that I think is really funny about Glamsquad is that on the one hand, we're really modern, we're based on technology. But on the other hand, this is relatively old fashioned," Wilkis Wilson said. "My grandmothers used to have standing hair appointments."
Companies selling the premium on looking your best hope being old fashioned become new again to a culture that has it all at their fingertips.
"You can be where you want to be and pretty much order it up on your phone, and it's done," Rose said.