Is what you’re doing today moving you forward?

"Set a goal so big that achieving it makes something of you"

🖤 From Jen: The Goal Isn't the Goal. 

Hi BEAUTISTA fam.

I was at the gym this morning, headphones in, walking on the treadmill. I’ve been listening to The Ultimate Jim Rohn Library, and today I landed on the goal-setting chapter. As I’m walking, he says something that immediately reminded me of a line Matt and I used to say to each other all the time:

“Is what you’re doing right now bringing you closer to your goal? If not, change what you’re doing so it is.” We’ve said that for years — to each other, to our kids. It’s simple. It’s practical. It forces you to look at your choices in real time. But then Jim took it one step further, and it reframed the whole thing for me.

He said: “Set a goal so big that achieving it makes something of you. Set the kind of goal that will make something of you if you achieve them.” That’s when it clicked why this way of thinking actually works — and why it’s more motivating than chasing outcomes alone. When your goal is just the result, motivation comes and goes. It depends on progress. On validation. On whether today felt like a “win.”

But when the goal is about who you’re becoming, motivation changes. Because you’re no longer asking, “Did I move the needle today?” You’re asking, “Did I show up as the person this goal requires?” That’s powerful — psychologically — because identity lasts longer than motivation.You don’t need perfect days to stay in it. You don’t quit when progress is slow. You keep going because you’re building evidence of who you are. The discipline. The follow-through. The standards you hold yourself to — especially when it’s inconvenient. That’s the real goal.

And here’s the part I keep coming back to: Even if you miss the outcome, you don’t miss the growth. You don’t walk away empty-handed. You walk away as someone stronger, more focused, more capable than when you started. 

So maybe the most important question isn’t just: “Is what I’m doing today bringing me closer to my goal?” It’s: “Is what I’m doing today helping me become someone I’m proud to be — even if no one else ever sees it?” Because that person? That’s the one who eventually wins anyway.

xoxo

-Jen Martinelli 

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🚀 The Shift: Weekly Mindset + Strategy Upgrade.

Borrowed Discipline Beats Borrowed Motivation

Jim Rohn talked a lot about this idea (without overcomplicating it): Motivation is unreliable. Discipline is borrowed in advance. The shift is simple:Stop asking yourself how you feel about doing the thing — and start asking whether the person you’re becoming would do it anyway.

This week’s shift isn’t about setting a new goal. It’s about installing one small, non-negotiable behavior that supports the person your goal requires. Not ten habits. Not a full reset. Just one.

Try this: 

Pick one daily action that happens whether you’re motivated or not.

If You’re a Student

Discipline isn’t studying harder — it’s deciding when and how you show up.

Examples:

• Portfolio work happens every Friday, no matter what.

• You introduce yourself to one new person each week.

• You treat school like a job with a start time.

You’re not waiting to “feel ready.” You’re practicing being the professional you’re becoming.

If You’re a Beauty Professional

Pick one non-negotiable that supports the career you want. Not five. One.

Examples:

• Every guest gets a consultation photo — no exceptions.

• One portfolio post per week, scheduled in advance.

• Rebooking is offered every single time, even when it feels awkward.

The rule isn’t “do better.” The rule is “this happens every time.”

If You’re a Beauty Business OwnerDiscipline isn’t working longer hours — it’s deciding what runs without you having to think about it.

Pick one non-negotiable that protects your energy, your standards, or your leadership.

Examples:

• You review the business once a week at the same time — numbers, team, priorities. No skipping.

• You don’t make decisions in reaction mode. You sleep on them or set a fixed decision window.

• You hold one consistent leadership touchpoint each week — message, huddle, or check-in — even when things feel “fine.”

  
  

The goal isn’t control. It’s clarity. When the rule is decided in advance, leadership stops feeling heavy. You’re no longer asking, “Do I have the energy for this today?” You already decided this is how the business runs.

That’s what Jim meant when he talked about becoming the person — not chasing the result.

Because when discipline is already decided, progress stops feeling heavy. And momentum shows up quietly, without needing hype.

Why This Matters

Very few people design systems that carry them when life gets busy, noisy, or uncomfortable.

This shift isn’t about doing more. It’s about deciding once — so you don’t have to decide every day.

The most disciplined people aren’t tougher than everyone else. They just make fewer decisions. So if you want the goal… Decide the rule. And let the rule do the work.

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🎙️ In Case You Missed It (ICYMI)

On-Demand Classes (Limited Time)

If your calendar filled up fast (or you prioritized clients over Zoom links), you didn’t miss the moment — it’s all waiting for you on demand. This past week’s education focused on real-world skills that translate immediately behind the chair:

✨ Blonding, Tonal Control & Color Confidence

• Lift & Tone Pro Connect – Redken

• Shades ALK Pro Connect + Shades EQ Pro Connect – Redken

• Haircolor Pro Connect – Redken

• Blonding for All – Matrix

🧠 Treatments, Scalp & Hair Health

• Haircare & Treatments Pro Connect – Redken

• Science of Scalp Wellness – Malibu C

• Essential Scalp Certification – Biolage

🎥 Speed, Trends & Modern Styling

• TikTok Trends, Salon Speed! – Living Proof

• Shield & Style – UNITE

• Style Lab: K18 + The Art of Repair

🎨 Creativity, Texture & Technique

• Identifying Texture Types & Care Regimens – Mizani

• Pulp Alchemy (en Español) – Pulp Riot

• Twist-Out Hairstyling Essentials – Mizani

And that’s still just a slice. The best part? You don’t have to “catch up.” You can choose what matters most to your goals right now — and watch it when it fits your schedule.

👉 Explore live + on-demand education anytime: beautista.com/classes

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💻 Tech-Forward:

Where tech meets beauty (and your next big move begins).

The 3 Automated Marketing Touchpoints Smart Businesses Use

Most beauty businesses don’t need more promotions. They need better timing. The highest-converting emails aren’t loud. They’re personal, relevant, and sent when trust is highest. Here are the three moments that matter most — and exactly how to use AI to support them.

1. The Post-Visit Check-In (Trust Builder)

This is the most personal message you send — and the most ignored by salons.

Why it works:

• It lands when guests are still thinking about their hair

• It reinforces care, not sales

• It opens the door for rebooking naturally

What this email should do:

• Ask how their hair feels

• Reinforce the experience

• Set the tone for long-term loyalty

AI Prompt to Use (copy/paste):

Write a warm, personal post-appointment email from a salon owner checking in 2–3 days after a visit. Keep it human, friendly, and not salesy. Include a quick check-in question and a soft reminder that I’m here if they need anything.

👉 This email isn’t about retail or rebooking yet. It’s about trust.

2. The Retail Follow-Up (Where Money Is Left on the Table)

This is where most salons freeze — because they don’t want to sound pushy.

Here’s the truth:

Retail follow-up works when it feels like education, not selling.

Timing matters:

• Send this 5–7 days after the appointment

• Reference what they already used or discussed

What this email should do:

• Remind them why the product mattered

• Connect it to their result

• Make repurchasing easy

AI Prompt to Use:

Write a follow-up email recommending at-home products based on a recent salon service. The tone should be helpful and confidence-building, not salesy. Explain why the product supports the service result and how to use it between visits.

This works because guests already trust you. You’re simply continuing the consultation — digitally.

3. The Rebooking Nudge (Low Pressure, High Conversion)

This is not a “Book now!” blast. It’s a reminder based on their hair, not your calendar.

What this email should do:

• Reference timing (not urgency)

• Make rebooking feel proactive, not reactive

• Respect their autonomy

AI Prompt to Use:

Write a friendly rebooking reminder for a beauty guest based on the typical maintenance schedule for their service. Keep it supportive and optional — no pressure, just guidance.

This email converts because it removes guesswork. Guests don’t want to track timelines — they want you to.

Why This Works (The Psychology)

These emails work because they:

• Extend the in-chair experience

• Reduce decision fatigue for guests

• Reinforce trust before asking for action

AI doesn’t replace your voice. It gives you a starting point — so consistency doesn’t rely on energy or time.

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What we're learning from Hiring  Funnels: 

Hiring funnels taught us something most beauty businesses miss:

People don’t convert because they’re sold to. They convert because they feel understood, guided, and safe to move forward. Here’s what hiring funnels consistently show — and why it matters beyond hiring:

1. Conversion Happens When Friction Is Removed, Not When Pressure Is Added

In hiring, long forms, vague job posts, and generic follow-ups kill applications.

The same is true in marketing.

What works:

• Clear next steps

• Short, human touchpoints

• Guidance instead of urgency

People don’t want to decide. They want to be led.

2. Trust Is Earned Before the Ask

High-performing hiring funnels don’t start with: “Apply now.”

They start with:

• Story

• Context

• Expectation-setting

Only after trust is built does the ask land. That’s why your post-visit email works. That’s why retail follow-up converts. That’s why rebooking nudges outperform blasts. The ask comes after reassurance.

3. Timing Beats Messaging

In hiring, the highest conversions happen:

• Right after someone views the role

• After they’ve seen culture or values

• When questions are answered before they ask them

Marketing works the same way. It’s not what you say. It’s when you say it. Miss the moment → lose the action.

4. Funnels Work Because Decisions Are Already Made Upstream

By the time someone applies through a strong hiring funnel:

• They already see themselves there

• They already trust the brand

• They already believe it’s a fit

Your automated emails do the same thing. They don’t force decisions. They confirm them.

The Real Lesson

Hiring funnels don’t convert because they’re clever. They convert because they respect human behavior. People want:

• Clarity

• Consistency

• Confidence

When those are present, action feels easy. That’s not just hiring. That’s modern marketing. And the businesses that understand this? They stop chasing. They start guiding.

👉 See what every empty chair is costing you → Employee Loss Calculator

👉Book a 20-min audit with Matt → Optimize your Job ad copy

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🔥 What’s Happening:

Virtual Live Events You Don’t Want to Miss

Next Live Virtual Classes

If your goal this year is better services, stronger retail, and more confident consultations, this week’s lineup delivers.

February 2 – February 5

If your focus right now is stronger services, smarter retail, and confident consultations, this week’s education lineup delivers.

Sleek & Smooth Agave & Lavender Blow-Dry Experience – Design Essentials

🕙 10:00 AM EST · Advanced

Frizz control, sectioning, and product layering for polished blow-dries clients rebook for.

Awaken Scalp Retreat – Surface

🕙 10:00 AM EST · Essential

Scalp facials, head-spa protocols, consultations, and massage techniques that elevate the guest experience and ticket.

Texture Haircare Essentials – Mizani

🕚 11:00 AM EST · Essential

Curl, coil, and wave assessments with customized regimens that drive loyalty and retail.

Haircolor Pro Connect – Redken

🕚 11:00 AM EST · Essential

Foundational color science, formulation clarity, and Style Station insights.

Mastering Smooth – Keratin Complex

🕚 11:00 AM EST · Essential

High-impact smoothing services that work across hair types—and build revenue without extending the day.

Hair as a Medium: Artistic Barbering – StyleCraft

🕐 1:00 PM EST · Experienced

Creative design, pattern placement, and artistic mindset for barbers ready to level up.

Haircolor For All – Matrix

🕜 1:30 PM EST · Essential

Foundational overview of the Matrix haircolor portfolio.

Color Care Certification – Pureology

🕜 1:30 PM EST · Essential

Color longevity, personalized retail, and trust-based retention strategies.

Bloom Into Spring – Gelish / Morgan Taylor

🕑 2:00 PM EST · Essential

Seasonal nail color trends and fast techniques clients are already asking for.

Shades ALK Pro Connect – Redken

🕓 4:00 PM EST · Essential

Alkaline demi color science + service menu integration.

Tuesday, February 3

Metal Detox Certification – L’Oréal Professionnel

🕛 12:00 PM EST · Essential

Predictable color results, reduced breakage, and a certification that sets you apart.

Essential Biolage Product Immersion – Biolage

🕐 1:00 PM EST · Essential

Product education, consultations, and retail strategies rooted in trust—not pressure.

Dia Essentials – L’Oréal Professionnel

🕑 2:00 PM EST · Essential

When to choose acidic vs alkaline demi services for shine, toning, and grey coverage.

Wednesday–Thursday, February 4–5

Cutting Explored – Moroccanoil

🕛 Feb 4 · 12:00 PM EST · Essential

Modern cutting methodology that complements color and lifestyle.

Blonding for All – Matrix

🕚 Feb 5 · 11:00 AM EST · Essential

Lightener selection, application strategy, and efficiency behind the chair.

Lift & Tone Pro Connect – Redken

🕐 Feb 5 · 1:00 PM EST · Essential

Blonding mastery using Redken’s Blonde IQ system and lightener portfolio.

👉 Explore the full class lineup anytime at beautista.com/classes

(And if you’re reading this as a salon owner or educator — send your team. One class can shift an entire culture.)

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👀 Watch This Space

(Jobs Worth Seeing)

👀 Watch This Space — Bioelements

Brand Educator

Looking to expand your career *beyond the chair and behind the stage?

Bioelements is opening roles for Brand Educators — and this one deserves your attention.

Bioelements isn’t just another product line — it was founded in 1991 by one of the very first licensed estheticians in the U.S. who transformed how professionals assess skin and customize treatments. From day one, this brand has been built by estheticians, for estheticians with a focus on science-led, customizable formulas and education that actually works in the treatment room.

As a Bioelements Educator, you’d step into a role where:• You’re a lead voice in advanced education — both in-person and virtual• You get to help professionals connect skin biology to real results• Your presence strengthens trust, expertise, and clinical confidence• You represent a brand that has always put education at the center of professional success

This role isn’t about selling product — it’s about shaping outcomes, elevating skills, and impacting careers. And because Bioelements has always paired science with personalized learning, you’ll have the credibility and curriculum to stand confidently in front of any room.

Benefits you should care about:

• Work as a trusted educator, not a salesperson

• Lead hands-on training, virtual sessions, and industry events

• Deepen your expertise while elevating other professionals

• Align with a legacy brand rooted in professional education and clinical results

If you’ve ever thought, “I’d love to teach, influence, and lead at a higher level,” this is a moment to lean into.

👉 Apply directly with your BEAUTISTA portfolio

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🎤 Educators Wanted: Your Dream Role Just Went LiveReady 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.

🔗 Pureology 

🔗 Kerastase

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🔦 BEAUTISTA Spotlight

Eden Rule

Houston TX • Student

View Portfolio →   

Eden Rule didn’t come to the beauty industry by accident — she came to it with intention.

A former teacher and theatre director, Eden’s life took an unexpected turn five years ago after the loss of her husband. What followed wasn’t a rush back into the world, but a thoughtful pause — time devoted to parenting, healing, and reimagining what her next chapter could look like.

That chapter led her to esthetics.

Now based in Houston, Eden is a newly graduated esthetician whose background in education, leadership, and human connection shows up clearly in how she approaches this work. Her passion for skincare, health, and spiritual wellness is rooted in something deeper than technique — it’s about creating space for people to feel cared for, restored, and confident again.

Eden’s portfolio reflects that same intentionality. From her certifications and advanced education to her brand partnerships and ambassador roles, she’s building her career with focus and follow-through. But what stands out most isn’t the list — it’s the why behind it.

“When you look good, you feel good — and then you do good.” That belief guides how she shows up for her clients, her peers, and herself. Eden is a reminder that beauty careers don’t have an expiration date — and that sometimes the most powerful professionals are the ones who arrive with life experience, empathy, and clarity about the impact they want to make.

👉 Explore her portfolio

Want this kind of experience and impact for your students?Reach out to jeneanne@beautista.com and we’ll show you how to make it happen.

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💫 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

How Milan Institute Onboarded 1,000+ Students

Last week, we welcomed Milan Institute to BEAUTISTA — and their rollout is worth paying attention to. With 15 locations and multiple beauty programs, Milan didn’t treat BEAUTISTA as “one more tool.” They treated it like infrastructure.

Here’s the move that made the difference. They onboarded everyone — not just students.

Instead of dropping a login link and hoping for adoption, Milan brought Campus Directors, Career Services teams, and Educators into the process alongside students. That alignment created instant momentum.

As part of onboarding, BEAUTISTA Marketing Specialist Ally and School Director, Jeneanne worked hands-on with 1,000+ students to:

• Build digital portfolios

• Start using the curriculum

• Engage with live + on-demand education

• Understand how BEAUTISTA supports real job readiness (not just graduation)

And it shows. Students are already using their portfolios to explore industry opportunities and tell their story with confidence.

The takeaway for schools:The fastest way to drive student success isn’t adding more assignments — it’s giving everyone the same playbook.

When leadership, educators, and career teams move together:

• Students adopt faster

• Portfolios get stronger

• Placement conversations get easier

• Outcomes become visible (and provable)

If you want to see what this looks like in real life, check out a few early Milan student portfolios already live on BEAUTISTA:

• Brianna

• Lizzy

• Avery

• Roger

• Charity

• Damaris

This is what happens when implementation is intentional — and we’re just getting started.

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💌 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.