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Is there any photography service that has left a more significant mark on pop culture than Glamour Shots? Simply uttering the name brings to mind visions of vibrant purple eyeshadow, sleek satin gloves, extravagant feathered accessories, and voluminous hairstyles—along with a level of airbrushing that could make even a dolphin in a denim jacket envious. Dive into the story of the Oklahoma City-based brand that continues to define your ‘90s nostalgia.
The founder of Glamour Shots started as a photographer for frat parties.
The iconic Glamour Shots we recognize today launched its first studio in Dallas in 1988. However, its roots trace back to the 1960s, when Jack Counts, Jr., a resourceful University of Oklahoma student, began capturing moments at fraternity gatherings, branding his work as Party Pics. Years later, during a trip to Hawaii, the marketing-savvy entrepreneur stumbled upon a women-run photo studio producing stunning yet affordable portraits. Inspired, he embraced a fresh concept: a studio offering makeovers and personalized photo shoots, complete with instant proofs.
The company almost didn’t survive into the 1990s...
Revolution doesn’t happen overnight. Despite opening his second location in Houston in October 1988, Glamour Shots was on the brink of collapse just months later. As Counts Jr. revealed in 1991, “This was a completely new venture for us… The initial six to eight months were incredibly tough. We faced financial losses and were close to shutting down.”
...But then, its success skyrocketed.
After overcoming its early struggles, Glamour Shots soared to new heights. Within its first three years, as reported by The Oklahoman in 1991, annual revenue surged from under $250,000 to nearly $7 million. This success sparked a wave of competitors, with names like Hollywood Portrait Studios, Elegant Images, Inc., Incredibly You, Fantasy Photography, Pizzazz Photography, Passion Photography, Head Shots, Cover Shots, Your Best Shot, and Freeze Frame.
By 1995, Glamour Shots had expanded to 380 locations worldwide, including stores in Mexico, Canada, South Korea, Taiwan, and Japan. Interestingly, Alaska remained the only U.S. state without a Glamour Shots studio.
The instant photo technique of Glamour Shots was a marvel of modern innovation.
The instant proofs were a game-changer. Counts Jr. developed a system that let customers see their portraits immediately, place orders, and leave with a black-and-white contact sheet featuring all 16 poses from their session. As highlighted by the Atlanta Journal-Constitution in 1990, “While traditional studios often take days to provide proofs, Glamour Shots uses a video camera to capture a ‘still image’ simultaneously with the photo. This image is instantly displayed on a monitor in the studio.”
Tonya Harding was reportedly a devoted enthusiast.
Tonya Harding. | Chris Cole/GettyImagesIn 1995, a manager from a Washington state location shared with The Columbian that Tonya Harding was a regular at the Glamour Shots studio in Clackamas Town Center, Happy Valley, Oregon—visiting six or seven times. “Tonya typically opts for a natural appearance,” the manager noted. “And she always looks stunning.”
Customers had a variety of outfit styles to select from.
During a session, women (and occasionally men, who comprised about 5 percent of clients) could choose from six wardrobe categories, as outlined in a 1995 consultant’s guide and reported by the Hartford Courant: “1. Spontaneous; 2. ‘Can’t wait to be touched;’ 3. Tailored; 4. Elegant; 5. Bold; and 6. Other. Please describe.”
The outfits were secured using Velcro.
Before stepping in front of the camera, clients wore their own clothing below the waist and donned a black tube top. They could then switch between four different looks swiftly and discreetly, with outfits often fastened using clamps or Velcro. Most garments were designed with back slits to accommodate all sizes. As a 1993 Peoria Journal Star reporter observed, “The illusion becomes clear while waiting for your turn. Patrons stroll around, glamorous from the waist up, while wearing jeans, boots, or sweats below.” The black-tie looks? Achieved with draped fabric or shimmering scarves to mimic elegant evening wear.
Glamour Shots makeup artists pioneered the art of contouring.
Once again ahead of the curve! Makeup artists were trained to “perform what we refer to as contouring,” a professional shared with the Houston Chronicle in 1993. Numerous others reiterated this in various articles, using the same term to describe the method of accentuating cheekbones, chins, noses, and brow bones while shading the jawline to craft the appearance of a perfectly oval face.
“There’s no such thing as excessive hair volume.”
That’s how one stylist reassured a client observed by the Fort Worth Star-Telegram in 1993. While one store manager mentioned that regional preferences influenced hairstyles, ensuring not everyone had to embrace the sky-high hair trend, another stylist admitted to using three or four industrial-sized hairspray bottles weekly.
The base was unshakable.
The heavy, stage-like foundation applied from hairline to shoulders absorbed light and concealed every imperfection. As a makeup artist explained in 1993, “Everyone asks, ‘Where can I get some of that?’” However, she cautioned against daily use: “This product doesn’t let your skin breathe, and it can crack. If you’re in a warm environment, it will melt.”
High school girls attempting to “trick” their local Glamour Shots into doing their prom makeup for the cost of a session without prints—a notable issue in 1992—would regret it. A St. Louis store manager told a reporter that year, “We know this happens occasionally, but there’s little we can do… We use theatrical makeup… It’s not designed for outdoor wear. It’s too heavy, cakes up, and flakes off. If the girls sweat, their faces will resemble Niagara Falls.”
Customers invested significant amounts in the Glamour Shots experience.
In 1994, a manager at the Buffalo, New York Boulevard Mall location estimated that most clients spent “between $200 and $300.” Adjusted for inflation, that’s roughly $428 to $643 in today’s currency.
Real estate agents were big fans.
While professional photography sessions are now widely embraced, the concept was still novel in the 1990s. Real estate agents were among the earliest adopters. A 1993 Fort Worth Star-Telegram article highlighted Glamour Shots, noting that “real estate agents appear to be the most enthusiastic, with their impeccably polished faces now gracing lawn signs and property listings.” The article also recounted an incident where three Century 21 agents coincidentally encountered five competitors from another real estate firm at the same Glamour Shots studio on the same day.
In 1996, the studio launched a nationwide Baywatch modeling competition.
“One fortunate winner… will feature in a Baywatch episode or montage,” the contest details stated. However, a newspaper reported that 25 finalists were flown to Los Angeles to meet the Baywatch cast and crew and appear in an episode.
Glamour Shots once took legal action against Hannah Montana...
In 2008, a lawsuit was filed in the U.S. District Court for the Western District of Oklahoma. The complaint centered on Candies branded as “Disney Glamour Shots Candy,” which featured Miley Cyrus’s Hannah Montana character, allegedly infringing on their trademark.
... And earned a nod in Napoleon Dynamite.
The Oklahoma-based company didn’t seem to mind when the 2004 cult favorite Napoleon Dynamite featured a subplot about a character running a door-to-door business named Glamour Shots by Deb. The brand even received a direct mention: In one scene, Napoleon shows Pedro a wallet-sized photo of his long-distance girlfriend, saying, “You know, my old girlfriend from Oklahoma was supposed to come for the dance, but she couldn’t because she’s busy modeling.” When Pedro reacts with surprise, Napoleon adds, “Yeah, I took her to the mall for Glamour Shots one year for her birthday.”
(Also, despite an online rumor, the photo George Costanza used to impress women in an episode of Seinfeld after his fiancée’s death—visible here—is not the same as the one in Napoleon Dynamite.)
Glamour Shots still operates in two states.
Eventually, the once-thriving Oklahoma City-based chain faced decline. In 1994, sales peaked at around $100 million, maintaining that level through 1996, as reported by The Wall Street Journal. Sadly, all three stores in the greater Buffalo, New York area closed on the same day in August 1996. By 2001, the number of locations nationwide had fallen to 93, according to Entrepreneur magazine. By 2019, only five remained, and as of now, Glamour Shots’ website lists just two active locations in New Jersey and Texas—states that Marketing Director Alison Counts (related to the founder) highlighted in 2016 as strong markets. “Texas is huge. All the Texas stores perform exceptionally well,” she said. “The New Jersey locations also do incredibly well.”
