I drove to work with a fake smile clapping and yelling WOOOO alone in my car.
"Sometimes your body has to go first. Your mind will catch up."
🖤 From Jen: Change Your Body. Change Your State.
Hi BEAUTISTA Fam,
This morning I was scrolling Instagram and immediately sent a video into our family group chat from an account I have been obsessed with. I don’t know if you have seen Juliano Massarelli yet, but he is hysterical. He is a young life insurance salesman who records himself making cold calls. People yell at him. Hang up on him. Tell him to take them off his list. All of the things that could make you sit there after a call thinking, “Well, that sucked.” Except Juliano doesn’t do that.
Someone hangs up on him and within seconds he has music BLASTING, he is dancing around the room and hyping himself right back up. Then he sits back down and makes another call. It has become part of why people love watching him. One of his cold-call videos has been viewed more than 16 million times. I was laughing watching him as he hyped himself up after rejection after rejection this morning, but I was also thinking, this kid understands something really important. He changes his state. Juliano doesn’t give the rejection that chance. He changes what his BODY is doing, interrupts the pattern before his mind has time to spiral, and gets right back into it.
Later that morning it was raining outside, something was cooking in the oven and I was doing one of my favorite things, digging through TED Talks and learning something new. I came across Vanessa Van Edwards’ TEDx talk, You Are Contagious, and physiology came up AGAIN. Okay. Apparently this was the theme of my week.
I actually learned about physiology years ago when I first started listening to mindset coaches. The idea is pretty simple: your posture, breathing, facial expressions, movement, hands and even the way you use your voice are constantly affecting the state you are in. One of the quickest tools I learned when I was stuck in a bad thought, nervous or needed to change my energy was: change your physiology first. Move your body and give your mind something different to follow.
What I loved about Vanessa’s talk is that she takes it one step further. Your physiology isn’t only affecting YOU. It is contagious. Other people are reading it too. She studied TED Talk speakers and found a huge difference in hand gestures between the most popular and least popular talks. The most popular speakers averaged 465 hand gestures in 18 minutes versus the least popular speakers who had 272 hand gestures...simply HAND Gestures. That is crazy to me because we spend so much time obsessing over what we are going to SAY, but people are also deciding how confident, engaging and believable we are based on what our body is saying while we say it.
Early in my career, I would walk into meetings with executives or people much higher up than me and immediately become smaller. My body told the entire story before I even spoke. I was nervous to speak, so I would sit small. Pull my notebook close to me. Fold my arms. Stay quiet. Wait for someone to ask me something. I felt uncertain, and without realizing it my body was basically announcing that uncertainty to everyone else in the room.
Then I started learning this stuff and decided to experiment with the opposite. Before I walked into those meetings, head HIGH. Shoulders back. Walk like I belonged there. When I sat down, I would spread my notebook out, use my hands, sit up straight and stop folding myself into a tiny ball. I started taking up more space.
And yes, I felt like people started responding to me differently. But the coolest part was that I started responding to ME differently. I felt a little more confident. So the next meeting I walked in a little more confidently. Then I spoke a little more. Then I trusted myself a little more. Nothing about my intelligence had changed. My title hadn’t changed. The people in the room hadn’t changed. I changed how I physically showed up, and eventually my brain started catching up.
I started doing this socially too. I HATE being the last person to arrive somewhere. Walking into a social scene when everyone is already there and settled used to make me so uncomfortable. So I would literally coach myself before I walked through the door. Head up. Shoulders back. Smile. Walk in like you own the place. Was I actually that confident? Sometimes absolutely not. :) But I could pretend with my body long enough for my brain to get the message.
There was even a point early in my mindset journey when I was pretty lost and unhappy, and I would drive to work with the BIGGEST fake smile plastered across my face. I would clap. Every once in a while yell “WOOOO!” and hype myself up. Alone. In my car. Like a complete crazy person. :) But eventually I would start laughing at myself because I knew how ridiculous I looked, and suddenly the fake smile was a REAL smile. I had interrupted the thought pattern.
That is why I say: change your body, change your state. If your mind is stuck, give it a different physical signal to follow.
I teach my kids this ALL THE TIME. You have to present in front of the class? Before you stand up, sit tall at your desk. When you walk to the front of the room, walk like you are the smartest person in there. Shoulders back. Head high. Speak up. If you know the answer, don’t put your hand halfway up like you hope the teacher doesn’t see you. Put your hand UP. Nervous walking into a classroom, a party or a big game? Smile before you feel like smiling. Move. Take up some space. And yes, if you need to go into the bathroom and stand there in a Superman pose before something scary, DO IT. Pretend to have the confidence for a minute.
This matters so much in our industry because people read us all day long. A client sits in your chair and can feel whether you are confident before you ever start explaining what you are going to do. Your team can feel the way you walk into the salon. Your energy enters the room before your words do. That was Vanessa’s whole point: you are contagious. And think about a normal workday. Maybe you had an argument before you left the house. Maybe you just got out of a meeting that completely rattled you. Maybe your first client complained. Maybe you got a personal text that threw you off. Five minutes later, you may have another person sitting in front of you. You might not be able to fix what just happened, but you CAN reset before you carry that energy into the next interaction. Because whether we realize it or not, the people around us can feel what we bring into the room.
Stand up. Walk around. Put on a song. Shake your arms out. Take a deep breath. Shoulders back. Smile. Whatever YOUR reset is. Which brings me right back to Juliano. Someone screams at him and hangs up. He could sit there replaying it, feeling embarrassed, wondering what he said wrong and carrying all of that into the next call. Instead? Music on. Stand up. Dance. Laugh. Next call.
He changes his physiology before his mind gets a chance to build a whole story around what just happened. We spend SO much time trying to THINK ourselves into confidence. Think ourselves out of nervousness. Think ourselves into a better mood. Sometimes your brain needs help. So before the meeting, before the presentation, before you walk through the door, before the next client sits down, try changing your BODY first.
Head up. Shoulders back. Smile. Quick dance. Clap. GO. Your brain catches up a few seconds later.
xoxo,
Jen Martinelli
🚀 The Shift: Weekly Mindset + Strategy Upgrade.
Change Your State Before You Change the Story.
This week, I want you to catch yourself in the moment BEFORE your brain turns one feeling into a whole story.
You get nervous before a meeting and suddenly it becomes, “I’m not ready for this.” A client interaction goes badly and now you’re thinking, “Today is going to be one of THOSE days.” You walk into a room where you don’t know anyone and immediately start telling yourself you don’t belong there.
Before you believe the story, change your physiology.
Try this 60-second reset: stand up. Uncross your arms. Put your shoulders back. Lift your head. Take a deep breath. Smile, even if you don’t completely feel it yet. Move your body. Shake your arms out. Put on a song. Clap. Do something that physically interrupts the state you are in.
Then ask yourself: “How do I want to walk into what happens next?”
Confident? Walk like it. Calm? Slow your breathing. Excited? Move like you are excited. Ready? Sit up, look forward and act like you are ready before your brain has fully caught up.
And remember, this isn’t only about YOU. Your state is contagious. Your clients, coworkers, students, team and even your family are reading what you bring into the room before you say a word.
So your challenge this week is simple: pick ONE moment when you would normally spiral, shrink or carry bad energy forward and reset your body first. Head up. Shoulders back. Smile. Move.
Change your body. Change your state. Then decide what happens next.
🎙️ In Case You Missed It (ICYMI)
Missed a class this week? No problem. There was A LOT happening, and the replays are waiting for you on demand.
Redken | Shades ALK Pro Connect
Get up to speed on NEW Shades ALK, plus Shades EQ, Color Fusion, Color Gels and the science behind choosing and formulating Redken color with more confidence. Bonus: learn how alkaline demi color can become another revenue-producing service behind the chair.
GHD | The Modern Blowout & Time Saving Styles
Go beyond the basic blowout with techniques for building texture, shape and movement using GHD styling tools, including the Chronos range.
Mizani | Curl Haircutting Foundations
Learn Mizani’s signature Aircut system and five glide techniques for creating shape and movement in textured hair, plus how to position curl cutting as a premium salon service.
Redken | Shades EQ Pro Connect
Want to become the go-to gloss expert? Dig into Shades EQ and Shades EQ Bonder Inside, seamless glossing, acidic demi color and ways to build glossing into your service menu.
Matrix | Haircolor For All
A foundational deep dive into SoColor, Super Sync and Tonal Control, including the science, mixing, processing and formulas you need to feel more confident with Matrix color behind the chair.
L’Oréal Professionnel | The Art of Editorial Hair with Jawara Wauchope
Go backstage with global icon Jawara Wauchope for an advanced look at transforming textured hair through shape, finish and high-fashion editorial styling.
Matrix | Super Sync & Tonal Control 101
Acidic vs. alkaline demi color, when to use each, formulation, mixing, processing and how to use Matrix haircolor to grow and retain clients.
Malibu C Professional | Science of Scalp Wellness: Head Lab
Scalp wellness continues to grow. Learn how to bring scalp-focused services into the salon, create healthier-hair solutions for clients and turn the category into a new service and revenue opportunity.
Bumble and bumble | Short Cuts
When the client comes in ready for THE CHOP. :) Learn customization techniques for short cuts and how to turn that big-change appointment into a haircut they’ll actually love after the emotional moment passes.
OLAPLEX | Transform Your Business: The Business of Backbar
Your backbar is valuable real estate. This class connects technical services with BUSINESS, from building treatment menus and better consultations to marketing treatments and creating a more profitable salon experience.
Redken | Coloración Profesional Conexión
A Spanish-language Redken color class covering Shades EQ, new Shades ALK, Color Fusion and Color Gels, with foundational color science, formulation and common color challenges.
Bonika Shears | Shear Knowledge
Do you actually know how to take care of one of the most important (and expensive) tools you own? Learn daily shear care, convex vs. bevel edges, adjustments you can make yourself and what you REALLY need to know about sharpening.
Pureology | Color Care Certification
Learn why color fades, how to help prevent it and how to build better at-home recommendations that support color longevity, client trust, retention and retail.
Mizani | Trend Curl Cutting + Highlights with Tippi Shorter
Tippi Shorter takes you through Mizani’s five Aircut glide techniques, creating movement in textured hair and using color to highlight curl patterns while protecting curl integrity.
KEVIN.MURPHY | LEARN.ME
Take the behind-the-scenes tour of KEVIN.MURPHY: the brand, products, culture, regimens, styling tools and techniques designed to make product conversations and problem-solving with clients easier.
Verb | Spooky Styles with the Ghost Collection
A little seasonal fun behind the chair. Learn spooky-inspired styling techniques while getting hands-on education around Verb’s best-selling Ghost Collection.
VoCÊ Haircare | Styling & Extensions Intensive
Learn how to build natural, long-lasting volume without overloading the hair, create styling results clients can reproduce at home and turn better product knowledge into stronger retail conversations.
There is SO much education sitting there on demand. Don’t try to watch everything. Pick the class that solves something you’re working on behind the chair RIGHT NOW and start there. :)
(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).
Turn What’s in Your Head Into a System, and Let AI Help.
I attended an AI mastermind this week and it BLEW MY MIND. We got into AI employees, automations and some really advanced stuff, but one of the simplest ideas was probably the one I kept thinking about the most.
Before you automate something, figure out how you actually do it.
Most of us have things we do every single day that live completely in our heads. We don’t even think of them as a “process” because we have done them so many times.
Think about tomorrow’s schedule. You open it and immediately start scanning. Who is new? Who needs extra time? Where is the weird gap? Who hasn’t confirmed? Is there a cancellation you could fill? Do you need to prep anything before the first client walks in? You probably do that almost automatically.
Here is what I want you to try this week: open your schedule and talk out loud while you review it. Use a voice note, screen recording or even voice mode in AI. Explain what you are looking at and WHY.
“I’m noticing this two-hour gap because that is usually hard to fill.”
“This client is new, so I want to make sure I have extra consultation time.”
“This appointment hasn’t confirmed yet, so I would normally follow up.”
“I would never squeeze another color client here because it would put the whole afternoon behind.”
Then give that transcript to ChatGPT or Claude and ask:
“Turn the way I just reviewed my schedule into a simple daily checklist. Separate the things that follow the same pattern every day from the things that require my judgment.”
THAT is where this gets useful.
You may suddenly realize that 70% of what you are doing every morning is the exact same process. And once you can SEE the process, you can decide what technology could eventually help with and what should always stay with you.
So this week, don’t build anything fancy. Catch yourself doing one thing you do all the time, talk through how you do it, and let AI turn what is living in your head into a process.
What we're learning from Hiring Funnels:
Your Recruiting Ad Is Only as Good as Your Worst Photo
We are going to talk about your photos. Because we see it every single week across our campaigns: the creative is one of the biggest differences between a recruiting ad that works and one that doesn’t.
Here is what our own data shows. The top-performing campaigns we run - the ones generating the most qualified leads, the most conversations, the most hires - all have one thing in common. Real photos of real people. A stylist mid-blowout. A team laughing at the front desk. A busy, energized salon floor. The campaigns that struggle? Empty rooms. Posed shots. Stock-style images.
Same platform. Same targeting. The creative is that much of the difference.
The reason is simple. When someone is scrolling Instagram and not looking for a job, they stop for something that feels real. And in beauty especially, where culture and vibe are everything, a candidate is making a decision about your space before they ever read a word of your copy.
This is why we say the Three B’s, Believe, Belong, Become - have to be shown, not just said. A candidate cannot picture themselves belonging somewhere they cannot see themselves in. The image is the first conversation. Before your career page, before the application, before anything else.
So here is what we challenge you to do: you do not need to hire a photographer. Look at your team. Chances are you have a young stylist who is already shooting content for their own Instagram every single day. They know what performs. Task them with it. Give them one day - or even a few hours a week - and let them capture what actually happens in your space. Make it fun. Theme it. Let them own it.
What to capture: the team in action, the energy in the room, a transformation, candid moments, the vibe that makes your guests come back. One content day can fuel months of recruiting material - your BEAUTISTA career page, your Meta ads, your Instagram. All of it performs better when the creative is real.
If you are running a BEAUTISTA Premium or Boosted campaign, creative strategy is part of what we build with you from day one. We help you think through what to capture so every ad works as hard as it can.
Not running Premium or boosted yet? 👉 Book a call with Gavin.
🔥 What’s Happening:
Virtual Live Events You Don’t Want to Miss
Next Live Virtual Classes
A LOT is happening next week, so I pulled out a few worth putting on your radar. Cut + color, business, scalp, styling, lashes and some seriously fast color innovation.
⭐ FEATURED: L’Oréal Professionnel | Tech Talk Masterclass with Jacob Khan
Sunday, October 11 | 12:00 PM ET
Streamed LIVE from the NYC L’Oréal Academy, Jacob Khan and Aly Davis are bringing cut + color together to create customized fall looks. Think pixies, shags and bobs paired with iNOA Red, plus formulation, foiling, color melting and ways to increase your service ticket.
Summit | Solopreneur to Entrepreneur
Monday, October 12 | 11:00 AM ET
If you are ready to grow beyond doing EVERYTHING yourself, this one is for you. Learn how to build a team, create systems and start making the shift from working IN your business to working ON it.
Booksy | CONTENT → CONNECTION → CLIENTS with Bailey Lavender
Monday, October 12 | 12:00 PM ET
This isn’t just another social media class. It connects what happens online to the consultation, the experience in your chair and the trust that ultimately turns followers into the RIGHT clients.
Moroccanoil | The Scalp Reset
Tuesday, October 13 | 12:00 PM ET
Scalp wellness continues to grow. Learn how to identify common scalp concerns and turn targeted scalp rituals into better client experiences, stronger retail conversations and service add-ons.
Pureology | Hairstyling: Sleek Blowouts
Tuesday, October 13 | 2:00 PM ET
That viral glass-hair finish clients are saving everywhere? Learn the tension, sectioning and technique behind a high-shine sleek blowout, plus how to turn premium styling into a bookable service.
Endure Beauty | Lash Lift & Tint
Wednesday, October 14 | 11:00 AM ET
For our esthi + lash pros. Learn how to create consistent lift + tint results while protecting the natural lash, plus how to use the service to drive rebooking, bundling and added revenue.
R+COLOR | HYPERMATIC Speed Date
Wednesday, October 14 | 12:00 PM ET
TEN-MINUTE demi color. Learn how HYPERMATIC delivers tonal deposit in 10 minutes or less, plus how to choose the right lightener for different blonding and toning needs.
Redken | Honey Melt: Trending Copper Pro Connect
Thursday, October 15 | 1:00 PM ET
Copper is having a MOMENT. Learn the Honey Copper Melt using Shades EQ, including formulation, seamless lived-in transitions and the glossy finish clients are asking for right now.
Pick the one that solves something you want to get better at right now and show up. :)
And yep... they’re ALL FREE on BEAUTISTA.
(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
M&G Hair Salon | 📍 Brooklyn, NY
Experienced Hairstylist | Full-Time or Part-Time
This week’s opportunity is for the stylist who wants more freedom behind the chair without giving up the feeling of having a team around them.
M&G Hair Salon is a small, four-chair salon in Brooklyn that has intentionally built its culture around professionalism, connection and great client care. They are looking for an experienced stylist who is confident working independently, already comfortable managing clients and values being part of a close-knit, drama-free environment.
What caught my attention is the balance between independence + support. There is no rigid 10–7 schedule, but you are still surrounded by a team and have access to continued education with brands like Goldwell, Keratin Complex and Moroccanoil, along with training in extensions and makeup.
A few things to know:
50% commission with no percentage deducted for color/product costs
Flexible scheduling with no rigid salon hours
Ongoing professional + brand education
A small, supportive four-chair environment
Full-time OR part-time
Opportunity to continue growing your craft without giving up your independence
And if culture matters to you, make sure you watch their video. You can get a much better feel for the salon, the environment and the people you could actually be working beside.
If you are an experienced stylist in Brooklyn looking for a salon that feels personal, polished and flexible, this one is worth a look.
CHECK OUT M&G + WATCH THEIR VIDEO
🎤 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
Savannah Johnston | Hairstylist |📍Libertyville, IL
Savannah Johnston thought she was going to become a therapist. Looking back, she realized the thing pulling her toward that career was actually something much bigger: she wanted to help people feel good about themselves.
After having her two kids, Savannah made a pivot and enrolled in cosmetology school. And once she did, things started to click. She graduated from The Salon Professional Academy of Kenosha in 2024 with 100% attendance, earned her Illinois cosmetology license and is now two years into her career at Glam Street Salon in Libertyville.
What I love about Savannah’s story is that she has already figured out something that can take years to understand: beauty is about SO much more than the finished look. For Savannah, it is about building confidence, creating real relationships and making the person in her chair feel better when they leave than when they walked in.
Her portfolio is also FULL of work, which means when someone lands on it, they don’t just read that she is passionate about what she does. They can actually SEE it.
Her portfolio quote says it perfectly:
“If you give up now, you won’t have the chance to succeed.”
Keep going, Savannah. You’re only two years in. :)
👉 Connect with Savannah, explore her portfolio, and follow her journey on BEAUTISTA.
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
Little Things That Make a BIG Difference.
Every week our team (and Bea, our chat assistant) gets the same handful of questions. If one person is asking, I promise a hundred more are wondering. So here are the shortcuts we wish everyone knew.
1. Your portfolio IS your resume.
Go to beautista.com/portfolio and click Print Resume. It creates a clean resume with a QR code that links straight back to your work. Update your portfolio and you can print a fresh version anytime. No Word doc required. :)
2. Let your Instagram do the work.
Connect your Instagram (Edit → Social Media) and your latest posts show up on your portfolio automatically. It’s a live sync, so your page stays fresh without you touching it. One catch: your Instagram account has to be public for it to work.
3. Find any brand’s role in seconds.
Looking for a specific opportunity? Type the brand name (like Kérastase) into the search at beautista.com/opportunities and it comes right up, with everything they’re looking for.
4. Never miss a class again.
Register even if you can’t make it live. Can’t find your link?
Search your inbox for education@beautista.com. Missed it completely?
Check the On Demand tab at beautista.com/classes?tab=ended and search by brand.
5. Can’t hear the class? Try this first.
Watch in Chrome on a laptop or desktop and click the speaker icon, since videos start muted. And don’t open the class link from inside Instagram or Facebook, because their built-in browsers often block sound. Copy the link into your regular browser instead.
Bonus: Want CE credit? Watch LIVE. You take the class right here on BEAUTISTA, and L’Oréal handles the CE certificate at the end.
Free education. Free tools. Use them ALL. 🖤
💌 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
Such a good read right? You can get more here.
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