At 8:33 PM on Tuesday, Ally sent a screenshot to our team chat.
"Don't Confuse Slow Progress With No Progress"
🖤 From Jen: 200,000 Reasons to Keep Going
Hi BEAUTISTA Fam,
I honestly don't know where the weeks and months are going. Does anyone else feel like this year is flying by?! Lately, I've been in this almost obsessive mode with BEAUTISTA. The bigger we get, the more responsibility I feel to make sure we're delivering on the promise we made when we started this company. To give people a voice, help them know their worth, and find where they belong in this incredible industry.
I've been working with our development team on a complete overhaul of the BEAUTISTA experience, building some REALLY cool new features that I can't wait to share. We're making it easier for students and professionals to market themselves, showcase their work, access free education, and discover career opportunities they might never have known existed. We've built an entire education platform and by the end of this year, we'll have hosted over 1,000 FREE classes for our community! We're also helping salons and brands tell their stories, showcase their culture, and connect with the next generation of beauty professionals.
And through all of it, I'm analyzing everything. What's working? What's not? How can we improve? How do we reach more people? How do we make this even better? I've been running so fast that I almost forgot to look up. Until Tuesday night. At 8:33 PM, Ally, our Marketing Manager, sent a screenshot to our BEAUTISTA team group chat. It was our total member count. 200,001 members. Then she wrote "I may or may not have been checking this all day LOL."
Then the messages started flying from our team. LFG!!! Hearts. Clapping emojis. Excitement about what's coming in 2027. 200,000 BEAUTISTA members. TWO HUNDRED THOUSAND. And I sat there realizing I had been so consumed with everything we still needed to accomplish that I hadn't even noticed we were about to hit 200K that day. I knew we were close. We'd talked about it in meetings. But I hadn't actually stopped to think about what that number meant.
That night I went to bed feeling so incredibly grateful. I GET to do this. I get to have the long days, the challenges, the endless ideas, the problems to solve. I get to spend my days working on something that matters so much to me and hopefully makes a difference in someone else's life. Then Thursday morning happened. I woke up to the most beautiful surprise from our team. Ally had secretly coordinated a video card with messages from every single person at BEAUTISTA. Kevin, our lead developer, reminded me that when he started working with us, we had just 28,000 members. April reminded us to actually stop and celebrate (she knows Matt and me WAY too well). Ally talked about our team culture and what makes it special.
While I was listening to the team messages, I realized something I don't think I've ever really stopped to consider. I've been so focused on the mission, on championing the underdog and creating opportunities for people who are willing to put in the work, that I hadn't fully appreciated the incredible group of people who show up every single day to do this with us. Matt and I may have started BEAUTISTA, but there is absolutely NO way we'd be here without this team.
Kevin, who somehow survives the 2,945 emails we send him, including weekends, holidays, and the occasional 9 PM "important" idea. 😂 Lucas, who keeps our technology moving forward and somehow always manages to reassure me that "we got this." Ally, who has helped manage more than 1,000 classes while juggling educators, technology issues, moderators, marketing, and our community. April, who crosses every T, dots every I, and makes me feel like there's no ball I could possibly drop because she'd be right there to catch it. Jeff, our Meta marketing mastermind, who works behind the scenes getting our hiring and education campaigns in front of the right people. Gavin, who has taken on helping salons recruit with so much heart and belief in what we're building. Krisma, whose passion for getting in front of schools and showing them what's possible is contagious. Jon, who's been right there in the trenches with us, helping us dig our way out while spearheading major brand relationships and somehow juggling a million other things like a ninja. And Matt, my husband and partner in all of this, who somehow keeps me calm when everything feels like it's moving at a million miles an hour.
These people have my back, and I have theirs. They care about this company, this industry, and the people we're here to serve. And I realized that in so many ways, THEY are teaching ME what it means to show up for something bigger than yourself. But Ally wasn't finished. She had also put together a recap video, going back through years of footage, from 20,000 members all the way to 200,000. Old videos, milestones, our classes, scholarships, mentorships, community events, and industry leaders sharing their support for BEAUTISTA. I was DONE. 😭
I watched it over and over and cried pretty much all day. Seeing all those years condensed into a few minutes was almost overwhelming. The people we've met, the opportunities we've helped create, the stories we've been trusted to share. The things that once felt so far out of reach. Then I started reading the comments. Our COMMUNITY. Some of you have been with us since the very beginning, back when we had little more than a vision and a whole lot of determination. You believed in what we were trying to build before there were thousands of free classes, career opportunities, scholarships, mentorships, and all the tools we have today. You shared our story, introduced us to people, encouraged us, and supported us simply because you believed in our mission.
And now there are 200,000 of you! Students taking classes, professionals building portfolios and showing the world what they're capable of, salon owners finding their next team members, educators sharing their knowledge, and people helping each other grow. Some of you joined us years ago, and some of you just found us this week. Every single one of you is part of this. I wish I could explain how much that means to us. You are the reason we keep pushing to make this better.
The timing of all this couldn't have been more interesting. A few months ago, Matt and I met a young man in his early twenties at the gym. He'd had a really difficult childhood and was working at the gym while putting himself through school and supporting himself. On top of all that, he was building his own business. We got to talking, learned about what he was trying to accomplish, and offered whatever advice we could. This week, he called Matt. He was feeling defeated. Things weren't moving the way he'd hoped, and he was starting to question whether he could actually do it. Whether he was doing something wrong. Whether all this work was ever going to pay off. I know that feeling. Matt knows that feeling.
We quit our jobs in 2018 to build this company. EIGHT YEARS AGO. There were years of uncertainty, financial sacrifices, second-guessing ourselves, trying things that didn't work, figuring out how to keep going when we didn't have all the answers. We talked to him about those years. What we did when things weren't working, how long it took, and how lonely it can feel when you're working toward something that other people can't see yet.
I tell my kids this all the time. Anything worth having takes TIME and hard work. And sometimes the hardest part isn't the work itself. It's getting through the moments when you're questioning yourself, when progress feels painfully slow, and when quitting would be SO much easier. He got off the phone feeling better, and I haven't stopped thinking about that conversation.
Because as we were celebrating 200,000 members, here was someone in the middle of the very season we had once lived through. And I know there are people in our BEAUTISTA community going through that same thing right now. Maybe you're a student working two jobs to put yourself through beauty school. Maybe you're a stylist trying to build a clientele and wondering if anyone will ever notice your work. Maybe you're a salon owner who's put everything you have into your business, or a beauty professional trying to break into a career with a brand and hearing nothing but no.
I SEE YOU. WE SEE YOU.
I know what it feels like to work incredibly hard and wonder if it's enough. And I also know how much it matters to have people in your corner who believe in you when you're having a hard time believing in yourself. That's what our team has been for Matt and me. And that's what I want BEAUTISTA to be for every single person who joins this community. A place where your work can be seen. Where you can learn from people who have already walked the path you're on. Where you can find mentors, education, career opportunities, and people who genuinely want to see you succeed. Where your circumstances or where you started don't determine how far you can go.
200,000 members isn't just a milestone for Matt and me. It's a reminder of what's possible when people believe in something and show up for each other.
To our team, I couldn't be prouder or more grateful to be building this alongside you. To our community, THANK YOU for trusting us, supporting us, and giving us 200,000 reasons to keep making BEAUTISTA better.
And to the person reading this who's in the middle of a really hard season, please don't mistake how difficult it is for proof that you can't do it. Find your people. Ask for help. Keep learning. Take the risk. Give yourself the time it takes to become the person you're working so hard to be. Matt and I certainly didn't know in 2018 that we'd be celebrating 200,000 members eight years later. There were plenty of times when we couldn't even see what the next year would look like. I'm so grateful we kept going. And even more grateful for the people who kept going with us.
You belong here. You are capable of more than you know. You are a BEAUTISTA. We are BEAUTISTAs.
xoxo,
Jen Martinelli
❤️ 200,000 BEAUTISTAs. This Is Our Story.
From 20,000 to 200,000. What a journey!
Our team went back through years of memories to put together this video. The education, mentorships, scholarships, opportunities, and incredible people who helped make it all possible.
I cried watching it. More than once. 😭
This milestone belongs to ALL of us. Whether you've been here since the beginning or joined us this week, thank you for being part of this community and believing in what we're building together.
🚀 The Shift: Weekly Mindset + Strategy Upgrade.
Don't Confuse Slow Progress With No Progress.
The Mindset Shift: Just because you're not seeing the results you want doesn't mean what you're doing isn't working. We live in a world where everyone shares their wins, but very few people show us the years of work, rejection, and uncertainty that came before them. Stop comparing your beginning or middle to someone else's highlight reel.
The Strategy: Start measuring the things you can control, not just the outcomes you're waiting for. If you're a beauty student, how many new skills are you learning? If you're a stylist building a clientele, how many relationships are you creating? If you're a salon owner, what are you doing each week to strengthen your team and business? Those actions matter, even when the results aren't immediate.
Your Move This Week: Look back at where you were six months ago. Write down three things you've accomplished, learned, or improved that you haven't given yourself credit for. Then choose ONE thing you can do this week that moves you closer to your goal.
Progress doesn't always look like progress when you're in the middle of it. Keep going.
🎙️ In Case You Missed It (ICYMI)
Another HUGE week of education on BEAUTISTA! From viral color techniques and textured hair to social media strategies that actually drive revenue, our brand partners brought some incredible education to the community.
Here are a few classes worth catching on replay:
🎨 Matrix | Underpainted Balayage: Fall Trends & Viral Formulas — Learn Constance Robbins' viral underpainting technique for creating expensive-looking, lived-in dimension, plus her favorite fall color formulas.
📱 Pureology | Social Media for Revenue Growth — Turn your social media into a tool for attracting clients, increasing bookings, and driving retail sales without burning yourself out.
💇🏽♀️ Mizani | Silk Press Mastery — Master product ratios, heat techniques, and at-home care to deliver beautiful, long-lasting silk presses.
🔬 TrichoEDU | The Hair Loss Conversation — Learn how to recognize early signs of hair loss, ask the right questions, and approach sensitive client conversations with confidence.
✨ Moroccanoil | Mastering Care-Infused Blonding Techniques — Explore modern lightening techniques that deliver bright, dimensional blondes while prioritizing hair integrity.
✂️ UNITE | The Textured Lob — Join Creative Director Gary Baker to learn intentional movement, razor detailing, and editorial-level finishing techniques.
(And if you're a salon owner, school leader, or educator—share these with your team. One class can change a service. A habit of learning can change a career.)
💻 Tech-Forward:
Where tech meets beauty (and your next big move begins).
Your Pinterest Board Just Got a Brain. 🤯
Okay, this is COOL. You know how we've all been saving hair and nail inspiration photos on Pinterest FOREVER? Well, Pinterest just introduced something that takes those photos to an entirely different level. It's called Beauty Guides, and it uses AI to analyze the looks you're saving and actually explain how to get them.
Say you find a gorgeous cherry cola brunette, a dimensional balayage, or those chrome nails you've been seeing everywhere. Instead of just saving the photo, you can now tap "Get the Guide," and Pinterest breaks down the look, including techniques, what to ask for at the salon, relevant products, and what to expect during the appointment.
Think about how many times a client has walked into the salon with a photo and said, "I want THIS!" without knowing what it actually involves. Now imagine her coming in with a photo AND an AI-generated guide explaining what she thinks she needs. That's going to make for some interesting consultations!
And the timing couldn't be better because Pinterest also released its first-ever Beauty Trend Report, and some of these search trends are WILD.
🍫 Mocha balayage hair: +949%
🔥 Soft copper blonde: +845%
🍒 Cherry cola brunette hair: +788%
💅 Caramel nude nails: +943%
✨ Jelly pink chrome nails: +1,469%
YES, you read those numbers correctly! Those are increases in Pinterest searches, not actual salon bookings, but they give us a pretty interesting peek at what people are obsessing over right now.
I think this is fascinating for beauty professionals. Your clients are getting more specific about what they want. They're researching techniques, saving inspiration, and now using AI to understand the looks before they ever sit in your chair.
Of course, AI doesn't know their complete hair history, the condition of their hair, their budget, or whether that five-hour transformation is realistic in one appointment. That's where your expertise comes in.
But I have another question. If your potential clients are on Pinterest looking for their next hairstyle, color, or nail design, shouldn't YOUR work be there too?
💡 Should Pinterest Be Part of Your Marketing Strategy?
I think it's time beauty professionals give Pinterest another look. And NO, I'm not suggesting you need another social media platform to manage every single day.
Unlike Instagram or TikTok, where people are often scrolling to see what's happening, people come to Pinterest looking for ideas they want to try. They're planning their next haircut, saving nail inspiration, researching color trends, and figuring out what they want to ask their beauty professional for.
Here's what I'd do this week:
1. Play with the new AI Beauty Guides. Open Pinterest on your iPhone, find a hair or nail Pin, and tap "Get the Guide." See what Pinterest recommends. Does it get the technique right? Would you explain anything differently to your client? The feature is currently available to U.S. iOS users, with Android support planned.
2. Give your best work a home on Pinterest. Start with three of your favorite transformations. That dimensional brunette, gorgeous silk press, or incredible set of chrome nails you posted on Instagram? Upload those photos to Pinterest too! Make sure they're YOUR work and that you're using beautiful, clear images.
3. Think like someone searching for your services. Don't just title a Pin "Obsessed with this transformation!" Try something like "Dimensional Brunette Balayage in Dallas" or "Short Almond Chrome Nails." Describe the actual look and include your location if you're trying to attract local clients.
4. Make it easy to find YOU. Link your Pins to your BEAUTISTA portfolio, website, or booking page. Someone who discovers your artistry should have an easy way to learn more about you and connect.
And here's something I find especially interesting: Pinterest says 85% of its weekly users surveyed discover new beauty trends or ideas there before seeing them elsewhere. That's a pretty compelling reason to pay attention!
Now, posting your work doesn't guarantee Pinterest's AI will recommend it. But beautiful, searchable content gives potential clients another opportunity to discover what you do.
My challenge? Take three of your best looks, put them on Pinterest this week, and link them back to your professional portfolio. Start experimenting and pay attention to what people are searching for.
Your next client could be saving inspiration for the exact look you specialize in. Give them a chance to discover that YOU are the person who can create it.
What we're learning from Hiring Funnels:
The Cheapest Time to Hire Is Right Now
Here is something most beauty business owners don’t think about: the time of year you run a recruiting campaign matters almost as much as the campaign itself. And we are in the window right now.
Every fall, something predictable happens on Meta. Holiday retailers flood the platform with ads. Black Friday, gift guides, promotions, all of it. That surge of advertising competition drives up costs across the board. Which means that by December and into January, the cost to reach the same candidate can be nearly double what it costs right now in late October and November.
Most salons do the opposite of what the data suggests. They wait until January to start hiring. They think, we are slammed with holiday clients right now, we will deal with staffing in the new year. And then January comes, everyone rushes to hire at the same time, on the most expensive weeks of the year, competing with every other salon that had the same idea.
The salons that win the talent war in Q1 are usually the ones who started in Q4. Think about it from the candidate’s side too. A stylist who is unhappy in their current role doesn’t wait until January to start thinking about a change. They are thinking about it right now. They are scrolling right now. The new year is a natural reset point for everyone, which means candidates who are quietly open to something new are already in that mindset before the calendar flips. You want your name in front of them before they start seeing five other salons’ ads in January.
This is exactly the kind of timing that a well-run recruiting campaign is built for. Being present before everyone else shows up. Staying in front of the right people long enough that when they are ready, you are already familiar. We have said it before and we will keep saying it: recruiting is not a transaction, it is a strategy. And like any good strategy, timing matters.
If you have been thinking about starting a campaign or you let one go during the busy season, right now is worth a conversation.
GRADE MY CURRENT HIRING Page →
🔥 What’s Happening:
Virtual Live Events You Don’t Want to Miss
Next Live Virtual Classes
From Paris to your screen! This week's BEAUTISTA lineup is packed with global educators, trending techniques, business-building strategies, and certifications. Whether you have an hour or an entire afternoon, there's something to help you level up your skills.
📅 MONDAY, NOVEMBER 2
🌟 10:00 AM ET | Redken — Golden & Glowing: Signature Halo Contouring
LIVE from Paris with Sean Godard and Thomas Tuccinardi! Learn Redken's signature Halo Contouring technique for customized golden dimension and high-impact highlighting in less time.
💼 11:00 AM ET | OLAPLEX — Transform Your Business: The Business of Backbar
Discover how to turn treatments into premium services, strengthen consultations, and increase your revenue behind the chair.
🌀 11:00 AM ET | Mizani — Curl Haircutting Foundations
Explore Mizani's signature Aircut system and five glide techniques to create beautiful shape and movement in textured hair. PRO Rewards eligible!
🎨 11:00 AM ET | Pulp Riot — Red & Copper Formulation with FACTION8 & Semis
Master vibrant red and copper formulations, creative saturation techniques, and color service add-ons.
💇♀️ 11:00 AM ET | Pureology — Express Holiday Chignons
Get holiday-ready with quick, modern upstyles that deliver polished results without spending hours behind the chair.
📱 1:00 PM ET | Color Wow — Intro to Let's Get Reels
Learn from the team behind over 1 MILLION TikTok and Instagram followers! Master filming, lighting, transitions, editing, and building a personal brand that gets noticed.
🔬 1:00 PM ET | Malibu C — Science of Scalp Wellness: Head Lab
Explore scalp-focused services, treatment techniques, and ways to bring the growing scalp wellness movement into your salon.
🧪 1:30 PM ET | Matrix — Acidic vs. Alkaline Toning
Understand the chemistry behind toning, when to shift the base, and how to achieve more predictable color results.
🏅 1:30 PM ET | Pureology — Color Care Certification
Build your color-care expertise, learn how to prevent fading, and confidently recommend personalized at-home care.
✂️ 2:00 PM ET | Bumble and bumble — The Real Wolff Cut
Learn directly from Philip Wolff as he breaks down his signature razor-cutting techniques, modern shapes, and lived-in texture.
📅 TUESDAY, NOVEMBER 3
💆♀️ 11:00 AM ET | Surface — Awaken Scalp Retreat
Learn scalp facial techniques, head-spa treatments, consultations, and new service opportunities for your salon.
🌿 11:00 AM ET | Biolage — Essential Product Immersion
Discover ingredient knowledge, personalized product recommendations, and retail strategies to strengthen client loyalty.
✨ 12:00 PM ET | Keratin Complex — Texture Masterclass
Learn how to customize smoothing treatments, manage frizz, define curls, and expand your texture service offerings.
🎨 1:30 PM ET | Matrix — Haircolor For All
Build your color confidence with formulation fundamentals, product knowledge, and professional tips for all hair types.
🎨 2:00 PM ET | L'Oréal Professionnel — Majirel Essentials
Explore the updated Majirel color line, multidimensional formulation techniques, and gray coverage for all hair formations.
And this is just a sneak peek of what's happening on BEAUTISTA this week! We've got even MORE free classes, educators, and opportunities to learn waiting for you. Whether you're looking to sharpen your skills, grow your business, or explore something completely new, there's a class for you.
Don't see what you're looking for? Explore the full calendar and find your next class!
(And if you’re reading this as a salon owner or educator — send your team. One class can shift an entire culture.)
👀 Watch This Space
(Jobs Worth Seeing)
👀 Watch This Space
💅 Moxie & Co. Nail Studio | Nail Technician
📍 Ann Arbor, Michigan | Full-Time or Part-Time
💰 $20–$25/hr | Hourly Pay + Tiered Commission
Imagine walking into a nail studio where you're not expected to have it all figured out on day one. Where your team helps you learn, your creativity is encouraged, and there's actually a plan to help you grow your career.
That's the kind of environment Moxie & Co. Nail Studio is building in Ann Arbor, Michigan, and they're looking for nail technicians to join their team!
Whether you're newly licensed and looking for your first opportunity or an experienced nail artist ready for a change, Moxie believes in investing in the person behind the artistry.
Here's what makes this opportunity worth exploring:
💅 Paid training and mentorship to help you build confidence and expand your skills.
💰 $20–$25/hr listed pay range, with hourly compensation and tiered service commissions.
📈 Real opportunities to grow, from building your clientele to expanding your services and pursuing leadership.
✨ Tools, products, and supplies provided, plus support with scheduling, marketing, and bookings.
❤️ Flexible full-time or part-time schedules and a team that believes in helping one another succeed.
And here's what I LOVE: You can actually take a look inside the studio before you apply! Moxie has a video right on their BEAUTISTA opportunity page, giving you a chance to see the space and get a feel for where you could be building your career.
Your next opportunity should be somewhere you can grow, not just somewhere you can work.
🎤 Educators Wanted: Your Dream Role Just Went Live
Ready to teach, inspire, and represent iconic brands?
💥 Educator roles at Matrix and Kérastase are now LIVE on BEAUTISTA.
Whether you’re a seasoned pro or a rising educator, this is your moment.
🔦 BEAUTISTA Spotlight
Our 200,000th Member! Her Name is Codi! 🎉
Meet Codi Clayton Cooper, who officially became BEAUTISTA member number 200,000 on October 27 at 10:01 PM!
And here's what I LOVE about her story. Codi didn't join BEAUTISTA to look for a job or build a portfolio. She signed up for a FREE class called What Top Salons Did Differently: Real Marketing Results.
She came to learn. And just like that, he became part of something so much bigger!
Codi is brand new to BEAUTISTA, and her portfolio is still waiting for her to make it her own. But with her free membership, she now has access to so much more than the class that brought her here.
🎓 Education: Hundreds of classes from leading professional beauty brands and educators, with more being added all the time.
✨ Her Own Professional Portfolio: Showcase her skills, experience, and artistry, build her personal brand, and open doors to opportunities like brand education and partnerships.
✨ Her Salon's BEAUTISTA Portfolio: A place to showcase her business, team, culture, and what makes her salon a great place to work.
🚀 Build Her Dream Team: Discover talented beauty professionals, showcase her salon's culture, and connect with potential candidates to help grow her business.
❤️ Community and connections: Find people to learn from, grow with, and build relationships across the beauty industry.
Codi, welcome to BEAUTISTA! You came for a class, and we can't wait to see where you go from here.
And to the other 199,999 BEAUTISTAs who helped us reach this moment, THANK YOU. Whether you joined yesterday or have been with us for years, every one of you is part of this story.
200,000 members. 200,000 different stories. And so much more ahead.
💡 BEAUTISTA Tips & Tricks
You Came for a Class. But Have You Seen What Else You Can Do?
Did you know your BEAUTISTA membership gives you access to SO much more than free education?
With 200,000 members in our community, many of you discovered BEAUTISTA by signing up for a class with your favorite beauty brand. And that's just the beginning!
Here's how to make the most of your FREE membership.
🎓 1. LEARN — Invest in YOU. Take free live and on-demand classes from some of the biggest brands and educators in professional beauty. Explore new techniques, discover products, and learn skills that can help you grow your career or business.
🏆 2. BUILD YOUR CREDENTIALS — Show what you've learned. Your education is part of your professional story! Keep track of the classes you've taken through My Classes. And we're working on something REALLY cool: badges that will help you showcase your learning and achievements right on your BEAUTISTA portfolio. Coming soon!
✨ 3. GET SEEN — Your work deserves to be discovered. Build your FREE BEAUTISTA portfolio and show the industry who you are. Add photos, videos, your experience, specialties, and what makes you unique. Share your portfolio link or QR code anywhere, and automatically generate a résumé to take with you.
🚀 4. FIND YOUR NEXT OPPORTUNITY — Whatever that looks like for YOU. Looking for your dream salon? Want to become a brand educator? Interested in working with a beauty brand? Explore opportunities and apply using your portfolio. And if you own a salon or spa, BEAUTISTA can help you showcase your business, build your team, and connect with beauty professionals.
❤️ 5. FIND YOUR PEOPLE — Stay connected. Your career isn't something you have to figure out alone. Explore mentorships, scholarships, educational experiences, and connections with people across the professional beauty industry.
You don't have to do everything today. Start with one class, one photo, or one connection. Your BEAUTISTA membership is yours to build on as your career grows.
You already belong here. Now make the most of it!
💌 Pass It On
Know someone who needs this kind of real talk in their beauty journey?
Share The TRIMM with a fellow BEAUTISTA and help them grow, too.
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