Buddy… it's not the bat. It's the person.
- Jen Martinelli
- 2 days ago
- 12 min read
"Do what you can, with what you have, where you are.”
🖤 From Jen: No Excuses.
Hi BEAUTISTA fam.
A few days ago my son asked me for a new baseball bat. And if you’ve ever had to buy one of these bats… you already know. These things cost more than a car payment! 😂 Meanwhile, he already has a perfectly good bat.
He’s been in a little bit of a hitting slump lately and in his mind, the new bat was going to fix the problem. He started listing all the reasons his current bat “stinks.” I listened… and then I finally said:
“Buddy… it’s not the bat. It’s the person.”
😳 Maybe a little harsh. But true. And honestly? I think we all do this sometimes. I know I do.
When things aren’t going our way, it’s easier to blame the tool, the timing, the algorithm, the economy, the opportunity, the circumstance… instead of looking inward and asking ourselves the harder question: “What role am I playing in this result?”
I had to remind him that if he wants different results, he has to adjust his habits, his technique, his attitude. He has to practice differently. Stay focused. Get more reps in. I said, “Maybe instead of scrolling on your phone or messing around in your downtime, you should pick up the bat and swing.” That’s when he said: “I don’t have ANY time!!”
And to be fair… he’s busy. Two baseball teams, spring football, school. But there are still pockets of time throughout the week where he could go in the backyard, swing into a net, practice in the garage, or call my dad who coached for years. No excuses.
As I was talking to him, I shared the story of Mariano Rivera. Growing up, he was so poor he couldn’t afford a baseball glove… so he made one out of a cardboard milk carton. A cardboard glove! And he went on to become one of the greatest players in baseball history.
That story then brought me back to when Matt and I first started BEAUTISTA. We left everything behind. Our home. Our cars. Even our gym memberships because we couldn’t justify spending the money while we put everything into this business. At that time, we still wanted to stay healthy and disciplined without a gym membership. So we found workout videos on YouTube and worked out in our living room. When it was nice out, we’d go outside. I remember using flattened cardboard boxes as workout mats because even buying a yoga mat felt unnecessary at the time.
No excuses.
And this week I started reading Your Next Five Moves and one of the biggest takeaways is how strong leaders think. They don’t sit around obsessing over the problem or blaming everyone around them. They ask themselves how they contributed to the situation and focus on the next move forward.
Because accountability isn’t punishment. It’s power. The second you stop blaming everything around you, you take your power back. You become resourceful. Creative. Driven. You stop waiting for perfect conditions and start using what’s already around you.
Can’t afford the gym? Walk outside. Use YouTube.Can’t afford the fancy camera? Use your phone.Can’t afford more education right now? Watch free classes. Read. Practice.Can’t get to the cages? Swing in the backyard.
No excuses.
Now, life isn’t always fair either. Sometimes you do everything you can. You explore every option, you show up fully, you stay disciplined… and something outside your control still gets in the way. That happens too. But there’s peace in knowing you gave it everything you had. No regrets. No “what if I tried harder?” lingering in the back of your mind.
At the end of the day, the people who grow the most in life usually aren’t the ones with the best circumstances. They’re the ones who stop waiting for circumstances to change before they do.
xoxo
-Jen Martinelli
🚀 The Shift: Weekly Mindset + Strategy Upgrade.
No Excuses.
Pay attention to the excuses you’ve been making lately in an honest way. Sometimes we convince ourselves we need something bigger, better, newer, or more perfect before we can really start. Better equipment. More money. More time. More confidence. More support. But most growth starts before conditions are perfect.
This week, ask yourself:
What’s one thing I can do right now with what I already have?
Maybe it’s practicing more. Posting your work. Watching a class instead of scrolling. Reaching out to someone. Taking the first step instead of overthinking the entire staircase.
Resourcefulness changes people. And sometimes the difference between staying stuck and moving forward is simply deciding: No excuses.
🎙️ In Case You Missed It (ICYMI)
If you missed it this week… the message across BEAUTISTA classes was loud and clear:
👉 Healthy hair is the new luxury
👉 Speed + efficiency are becoming huge business advantages
👉 And the pros who truly understand texture, scalp health, and consultations are separating themselves fast
Here’s what stood out:
Headspa is officially becoming a serious revenue category
Biolage’s Headspa Certification and Surface’s Awaken Scalp Retreat classes reinforced how much the industry is shifting toward wellness-based services. Clients don’t just want good hair anymore—they want experiences, scalp health, relaxation, and customization.
Fast services are becoming a smart business strategy.
Living Proof’s “Fast Services, Big Impact” focused on something salon owners are thinking about constantly right now: how to increase loyalty and revenue without adding more hours behind the chair. Express services and refresh appointments are becoming a major opportunity.
Texture education is still exploding.
From Mizani Silk Press Mastery to Bosley textured cutting and Keratin Complex texture training… the message is loud and clear: the industry still needs more pros who truly understand textured hair, smoothing, curls, porosity, and customized regimens.
Blonding is becoming more technical than ever.
Redken, Matrix, Pulp Riot, and L’Oréal all doubled down on blonding education this week. Today’s client wants bright blonde and healthy hair—which means formulation knowledge, toning strategy, and hair integrity matter more than ever.
Luxury styling is making a comeback.
Bumble and bumble’s Roundbrush Set class felt like a reminder that polished, intentional styling is back. Big, healthy, expensive-looking hair is having a moment again.
(And if you’re a salon owner or educator—send your team. One class can shift performance fast.)
💻 Tech-Forward:
Where tech meets beauty (and your next big move begins).
Use AI Like a Free Assistant
We’ve talked a lot about AI lately. But this week, instead of talking theory… let’s talk about something practical. Most people are still using AI like Google. Quick questions. Random captions. Basic ideas. The people getting the biggest results are using it more like an assistant.
Think about all the things beauty professionals constantly say they “don’t have time” for:
Writing captions.
Responding to difficult client messages.
Building consultation forms.
Writing interview questions.
Creating training guides.
Planning promotions.
Following up with applicants.
Organizing content ideas.
AI can help with all of it. Here’s the shift:
Stop asking AI random one-off questions. Start training it on YOU.
Instead of saying: “Write me a caption.”
Try: “I’m a hairstylist who specializes in low-maintenance blondes for busy working moms. My tone is confident, warm, modern, and educational. Write 5 caption ideas that feel like me.”
THAT’S when it gets powerful. Same thing for salon owners:
“I own a luxury salon with a calm, elevated culture that values work-life balance and education. Write a hiring post that attracts experienced stylists who are burned out from toxic salon environments.”
The quality of what AI gives you is directly connected to the quality of the information you give it.
And honestly? This is where people like Gary Vee are right. The advantage right now isn’t just talent anymore. It’s speed and execution. The people moving fastest are using AI to remove friction from the things that normally slow them down. Not to replace themselves. To free themselves up to focus on the things only humans can do: Connection. Creativity. Energy. Taste. Leadership.
So this week, instead of saying “I don’t know how” or “I don’t have time…” Try asking AI to help you build the first draft.
What we're learning from Hiring Funnels:
The work doesn't stop after launch.
One of the biggest misconceptions about running a hiring campaign is that you set it up and wait. Post the listing, start the ads, see who shows up. That's how most platforms work — and it's why most campaigns lose steam around week four without the owner knowing why.
What our team is seeing across active campaigns right now tells a different story.
At the four to five week mark, we're proactively refreshing ad creative — pulling new images and video before performance plateaus, not after. Three separate campaigns this week are mid-refresh, all initiated by our team without the client having to ask. The request to the salon owner is small: send a few photos of people happy at work. The rest — pulling the right assets, building new creatives, monitoring what's outperforming — happens behind the scenes.
We also caught something this week that a salon owner never would have flagged themselves: one location's website had a "Book Now" button linking directly to the careers page. Clients trying to schedule appointments were landing on a job listing. The team spotted it, flagged it, and offered to fix it. That kind of attention doesn't come from a platform. It comes from a team that's actively watching.
That's what active campaign management looks like. Not a dashboard you log into every few weeks. Not a boosted post running until the budget runs out. A team that knows when something needs to change before you lose momentum you can't get back.
The best candidates aren't sitting around waiting. The campaign has to keep earning their attention every week.
🔥 What’s Happening:
Virtual Live Events You Don’t Want to Miss
Next Live Virtual Classes
This week’s classes are giving a pretty clear picture of where beauty is heading next:
👉 Healthy, expensive-looking hair is still dominating
👉 Scalp health is becoming part of every consultation
👉 Faster services + retail strategy are becoming major business drivers
👉 And bridal / luxury styling season is officially here
Here’s what to watch:
K18 University — May 18 at 11AM EST
K18 is continuing to lead the conversation around biotech-driven hair repair and healthy blonding. Clients still want transformation—but they’re becoming way more educated about damage, integrity, and long-term hair health.
Malibu C: Trichologist Secrets — May 18 at 1PM EST
Scalp health keeps getting bigger. This masterclass focuses on hair loss, scalp wellness, and consultation strategies—another sign that beauty is shifting deeper into wellness and preventative care.
R+COLOR Hypermatic Speed Date — May 20 at 2PM EST
10-minute color? Yep. Brands are heavily focused on helping stylists create faster, high-impact services that still feel luxury. “Fast” is no longer being associated with “cheap” in beauty.
Amika Bombshell Bride — May 18 at 12PM EST
ghd Bridal & Beyond — May 18 at 3PM EST
Bridal season is in full swing, and bridal styling continues to be one of the fastest ways to increase ticket size, referrals, and visibility as a stylist.
Ashtae Luxury Braiding — May 18 at 12PM EST
Luxury braiding and long-wear protective styles are still exploding heading into summer. The focus now isn’t just technique—it’s elevated finishing, longevity, and premium positioning.
SalonInteractive Beyond Online Retail — May 14 at 12PM EST
Salon owners are paying close attention to anything that increases bookings, loyalty, and retail sales without creating more manual work. Automation + client retention is a huge conversation right now.
(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
Coz Salon | 📍Brooklyn, NY
OPEN ROLES
Not louder. Not trendier. Just… grounded. Intentional. Like the people building it actually thought about how stylists are supposed to feel while working there.
That’s the energy around Coz Salon. And honestly? The benefits alone are enough to make experienced stylists stop scrolling.
👉 50% commission
👉 Retail bonuses
👉 Health support
👉 401k matching
👉 Paid time off
👉 Unlimited time off flexibility
👉 Flexible schedules
👉 Independent pricing
👉 Ongoing education
But what makes Coz interesting isn’t just the compensation structure. It’s why the salon was built this way in the first place. The salon’s roots go back to 2009, when the original space operated as The Parlour Brooklyn before eventually evolving into Coz under owner Meg Costello after the pandemic. The rebrand wasn’t just aesthetic—it was personal. Coz was named in honor of Meg’s late father and built around the idea that salons should prioritize human connection, stylist wellbeing, and community just as much as beautiful hair.
And you can feel that philosophy all throughout the business. This isn’t “burn yourself out for success” culture. It’s a modern salon model built around the idea that stylists can be ambitious, financially successful, creatively fulfilled, and still have a life outside the salon. That balance is rare in New York.
The salon itself sits in Greenpoint, Brooklyn and has become deeply tied to the neighborhood’s creative culture and community energy. Coz even donates 1% of profits quarterly through their CozCares initiative, supporting causes focused on equality, LGBTQIA+ advocacy, local NYC initiatives, and climate impact. And from a career perspective, this is the kind of place experienced stylists usually look for after they’ve been through environments that taught them what they don’t want anymore. No ego-heavy culture. No competition energy. No feeling like you have to choose between freedom and support.
Instead, Coz gives stylists autonomy and structure:
the flexibility to build your own business while still having the stability of a collaborative salon environment behind you.
👉 Apply with your portfolio + watch the video to experience the space for yourself
🎤 Educators Wanted: Your Dream Role Just Went Live
Ready to teach, inspire, and represent iconic brands?
💥 Educator roles at Pureology, Matrix and Kérastase are now LIVE on BEAUTISTA.
Whether you’re a seasoned pro or a rising educator, this is your moment.
🔦 BEAUTISTA Spotlight
Aisha Zeinou | Columbus, OH | Cosmo
🏫 Aveda Columbus
Aisha Zeinou has one of those portfolios that instantly feels warm, creative, and personal.
Born and raised in Columbus with roots in Niger, West Africa, Aisha brings a mix of culture, creativity, softness, and ambition into everything she shares. And you can feel that throughout her portfolio—not just in the hair, but in the way she talks about people.
Because for her, beauty isn’t just about trends. It’s about transformation. One of the things that stood out most was how clearly she understands the emotional side of this industry. She talks about how the right cut, color, or style can completely change how someone feels about themselves—and honestly, that level of awareness matters.
Especially this early in a career. While still completing her cosmetology training at Aveda Institute Columbus, she’s already building her presence online, creating content, documenting her journey, and thinking beyond just the technical side of beauty. You can tell she understands that modern beauty professionals are also storytellers, creators, marketers, and community-builders.
And her work reflects that energy too.
There’s a confidence throughout her portfolio that feels very aligned with where the next generation of beauty is headed. Creative, expressive, personality-driven, and deeply connected to identity. But what we loved most was this line:
“Every head of hair tells a story—and I can’t wait to help you tell yours.”
Because the best beauty professionals don’t just see hair. They see people.
Want this for your students?
Reach out to hello@beautista.com and we’ll show you how to make it happen.
💫 WE WANT TO FEATURE YOU
Have a story about how BEAUTISTA helped or inspired your career? Email us at hello@beautista.com to be spotlighted in an upcoming issue.
💡 BEAUTISTA Tips & Tricks
BEAUTISTA SCHOOOLS: The Placement Doc Refresh Drops SOON
If you're the one in your school who knows every graduate, every salon owner in town, and every wrinkle in your accreditation cycle (aka Placement/Career Services) — this refresh is built around you, not around replacing you. A major upgrade to your Placement Documentation tool is rolling out shortly. Three things to know:
1 · Your graduates, with what we've found. When you open /school/placement, every graduate from your current cohort will be sitting alongside the social profiles, salon team pages, and booking listings we've connected them to. They're a starting point for your review, not a final answer. Nothing gets marked as a Verified placement until you've looked it over and said so. The expertise stays with you; we just take the legwork off.
2 · One-click cert sends — less chasing, more conversation. When you need a graduate's self-certification or an employer's verification, click Send from any row. We email the signing link, your graduate or their employer signs, the row updates, and the documentation locks. You stay in the relationship with your graduates; we take the paperwork tag-along off your plate.
3 · Audit-response packets, formatted for you. When your accreditor asks for documentation on a specific subset of graduates, select them, hit Export PDF, drop in your audit reference, and you'll have a complete packet ready to send — cover, per-student detail with the evidence you validated, your signoff. You sign off. We format.
The goal is straightforward: more of your hours go to the conversations and judgment calls only you can make, less to spreadsheet wrangling. Same role, sharper tools.
Want to be featured on The TRIMM? Email us and we’ll take it from there: hello@beautista.com
💌 Pass It On
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Share The TRIMM with a fellow BEAUTISTA and help them grow, too.
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