She's been counting down since February.
- Jen Martinelli
- 2 days ago
- 11 min read
“The legacy of heroes is the memory of a great name and
the inheritance of a great example.”
🖤 From Jen: The Pause at 3:00PM
Hi BEAUTISTA fam.
Memorial Day weekend has always felt like a marker in our house.
My daughter starts counting down to it months in advance. Literally. Countdown on her phone, talking about it nonstop the second winter ends. To her, it means summer is coming, school is almost over, pool days, the Jersey shore, friends, freedom, and that feeling of being young with a whole summer ahead of you.
And honestly… I think a lot of us feel that way. Memorial Day weekend feels exciting. It feels like the official start of summer. The long weekend everyone looks forward to. But every year, somewhere in the middle of all of that excitement, I try to remind myself and my family what the day is actually about.
Memorial Day isn’t just a three-day weekend. It’s a day of remembrance. A day of gratitude. A day to honor the people who served and sacrificed their lives so we get to experience the freedom so many of us take for granted every single day.
At exactly 3:00 PM local time on Memorial Day, Americans are asked to pause for one minute of silence to honor the fallen. There’s something really powerful about that to me. An entire country stopping for just a moment together.
So this weekend, enjoy your family. Enjoy the sunshine. Enjoy the people you love. But also take a second to pause and reflect on the people who made those moments possible in the first place.
Happy Memorial Day to all!
xoxo
-Jen Martinelli
🚀 The Shift: Weekly Mindset + Strategy Upgrade.
Gratitude Changes Everything
Before bed tonight, try something simple: Write down 3 things you’re grateful for.
Not just the huge things. The small things too. A conversation. Your health. Your kids. A client who trusts you. Your home. A good laugh. A peaceful moment. The fact that you made it through a hard day.
And don’t just list them quickly. Actually sit with them for a second. There’s real psychology behind this. Your brain naturally scans for problems and stress as a survival mechanism. Gratitude helps interrupt that pattern and retrains your mind to notice safety, progress, connection, and abundance instead.
Constantly living in “what’s missing” can quietly train your brain to overlook all the good that already exists in your life.
That’s why gratitude practices are so powerful psychologically. Your brain naturally scans for stress, problems, and threats—it’s part of survival instinct. But gratitude interrupts that pattern. It helps retrain your mind to notice safety, progress, connection, and abundance instead.
One of the easiest ways to practice this is through a simple gratitude journal before bed.
Here’s how:
Before you go to sleep tonight, write down 3 things you’re grateful for
Make at least one of them something small or ordinary
Don’t rush it—actually sit with the feeling for a second
Repeat it daily, especially during stressful seasons
The goal isn’t toxic positivity or pretending life is perfect. It’s teaching yourself to notice the good while you’re living it.
🎙️ In Case You Missed It (ICYMI)
If you missed it this week… one thing became very clear:
👉 Healthy hair is still the luxury standard
👉 Retail + consultation skills are becoming huge revenue drivers
👉 And summer services are officially taking over
Here’s what stood out:
Blondes are still BIG business
From Joico’s Brilliant Blonde to Redken’s Lift & Tone Pro Connect and Pulp Riot’s Renegade Blonde… brands are heavily focused on healthy blonding, toning, and dimensional color going into summer.
Scalp health keeps getting bigger
Malibu C’s Trichologist Secrets focused on hair loss, scalp wellness, and long-term hair health—another reminder that clients are becoming far more educated about scalp care and preventative beauty.
Retail strategy is becoming a major skillset
Matrix’s Make Bank With Retail and Pureology’s Retail Success Strategies both reinforced something salon owners already know: the strongest beauty professionals don’t just perform services well—they know how to educate clients and recommend solutions confidently.
Bridal season is officially here
Amika’s Bombshell Bride and ghd’s Bridal & Beyond classes were all about polished styling, soft glam finishes, and creating long-lasting looks that hold up through wedding season.
Texture + smoothing services are booming heading into summer
From Ashtae’s Luxury Braiding class to Keratin Alpha Sleek and Organic Smoothing education… humidity-proof, low-maintenance hair is one of the biggest client requests right now.
Mental health conversations in beauty continue to grow
L’Oréal Professionnel’s Head Up Mental Health for Beauty Pro’s is another reminder that wellness conversations are becoming a real part of professional development in this industry—not just a side conversation anymore.
(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).
The Death of “Perfect” Marketing.
One thing almost every major marketing voice is talking about right now is that polished perfection is losing to human connection.
People are exhausted by overly curated content.
They want:
real opinions
behind-the-scenes moments
personality
proof
energy
trust
That’s why content that feels human is outperforming content that feels overly produced.
A stylist quickly explaining a color correction on their iPhone can outperform a perfectly edited commercial.
A salon owner talking honestly about leadership struggles can create more connection than a polished ad campaign. A messy “day in the life” video can build more trust than a staged photoshoot.
Because people don’t just buy services anymore.
They buy people.
They buy energy.
They buy relatability.
This shift matters A LOT for beauty professionals because beauty is one of the most visual, personality-driven industries in the world.
The barrier to entry for marketing has dropped dramatically. You don’t need:
❌ a production team
❌ expensive cameras
❌ perfect branding
❌ polished commercials
You need consistency. You need visibility. You need people to understand your vibe. That’s the word marketers keep coming back to right now: VIBE. Does your content feel like you? Does your salon feel like something people want to be part of? Does your career page feel human? Can someone picture themselves sitting in your chair—or working beside you? Because phygital natives make decisions emotionally first and logically second. They want to feel the experience before they ever book, apply, or walk through the door.
And the people winning right now aren’t necessarily the most polished. They’re the most human.
What we're learning from Hiring Funnels:
The Page That Does the Qualifying Before You Ever Talk to Anyone
Most job posts do one thing: describe a job. Salary range, responsibilities, "must have license," send resume.
And most of the time, anyone willing to spend 30 seconds filling out a form will apply. Which means you spend your time sorting through people who were never really serious to begin with. What we've built is different. Every BEAUTISTA Premium campaign drives candidates to a dedicated opportunity page — not a generic careers landing page, but a fully built-out profile for that specific role. The culture. The energy. The exact type of professional this position is designed for. A video. A portfolio-based application that asks candidates to show who they are before you ever have to read a single resume.
That depth is intentional. It tells a complete enough story that the right candidate recognizes themselves in it — and the wrong candidate moves on.
One campaign we've been running for several months has delivered 8 candidates across 4 different role types from a single boosted ad. The ad brought them to the door. The opportunity template decided who walked through it.
That's the filtering we build for every BEAUTISTA Premium client — before a single conversation starts.
📢 CLASS CALL OUT
French blonding is having a MOMENT right now 👀🇫🇷
And if you’ve been seeing those soft, expensive-looking brunettes all over your feed lately… this is the class behind the technique.
Join L’Oréal Professionnel + guest artist Adina Pignatare for a special edition intro class on French Highlights — one of the biggest shifts happening in color right now. Think brighter brunettes, seamless dimension, luxury softness, and lower-maintenance grow out clients are obsessed with.
✨ Intro to French Highlights with Adina
📅 Tuesday, June 23, 2026
⏰ 11:00 AM EDT
📍 LIVE on BEAUTISTA
💸 FREE
If you’re a stylist looking to elevate your blonding and brunette work heading into summer… don’t miss this one.
Save your spot now 🔗
🔥 What’s Happening:
Virtual Live Events You Don’t Want to Miss
Next Live Virtual Classes
This week’s classes are all pointing toward one major shift:
👉 Clients still want luxury results
👉 But they want them faster, healthier, and more customizable than ever before
Fast luxury services are becoming BIG business
📅 May 26 at 11AM EST — Keratin Complex: The Express Color & Smoothing System
10-minute color + anti-frizz smoothing? Brands are heavily focused on helping stylists create high-value transformations in less time without sacrificing results
Hair repair is no longer optional—it’s expected
📅 May 26 at 12PM EST — K18: Style Lab: K18 + the Art of Repair
Healthy hair is the expectation now, not the bonus. This class focuses on repair technology, styling protection, and maintaining integrity across all textures
The “perfect haircut” era is shifting
📅 May 26 at 1PM EST — Bumble and bumble: Razor The Shag
Lived-in texture, movement, individuality, imperfect-cool hair… this aesthetic continues to dominate modern cutting trends
Scalp wellness keeps getting bigger
📅 May 27 at 11AM EST — Biolage: Essential Scalp Certification
Scalp health is quickly becoming one of the biggest service + retail opportunities in salons right now
Texture expertise continues to grow in value
📅 May 27 at 1PM EST — Mizani: Texture Set Hairstyling Essentials
Customized texture styling, product recommendations, pricing strategies, and client-specific approaches continue to separate top professionals in this space
Shine, gloss, and healthy-looking hair are everywhere right now
📅 May 26 at 2PM EST — L’Oréal Professionnel: Dia Essentials
📅 May 27 at 12PM EST — Moroccanoil: Shine and Seal
📅 May 28 at 2PM EST — L’Oréal Professionnel: Metal Detox Certification
Clients want hair that looks reflective, touchable, healthy, and expensive—not over processed
Blonding is still one of the hottest categories in beauty
📅 May 27 at 4PM EST — Redken: Shades ALK Pro Connect
📅 May 28 at 11AM EST — Redken: Lift & Tone Pro Connect
Healthy blonding, glossing, dimensional toning, and hair integrity are still driving some of the biggest education demand in the industry
(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
Duo Hair Extension Studio| 📍New York, NY
OPEN ROLES
There’s a reason extension specialists are becoming some of the highest-earning artists in beauty right now. Clients don’t just want longer hair anymore. They want invisible blends, luxury color, natural movement, healthy hair, and results that don’t look like extensions at all.
That’s exactly where Dúo Hair Extension Studio stands out.
This isn’t a salon trying to do everything. It’s a specialty-driven studio intentionally built around one thing: elevated color + seamless extensions working together as one craft.
And honestly? In New York, that positioning matters. More and more, clients are seeking out specialists. Stylists clients actively seek out for one thing they do exceptionally well.
What stood out to us immediately about DÚO wasn’t just the aesthetic or the work—it was the structure behind the opportunity:
👉 Advanced extension education
👉 Hands-on mentorship
👉 High-end clientele
👉 Strong commission potential
👉 Opportunities to co-educate with industry brands
👉 A clear growth path into specialization
That’s a very different conversation than “come fill a chair.”
The salon was founded by a colorist-turned-extension specialist who built the space around the belief that color and extensions should never exist separately. And when you look through their work, you can see that philosophy everywhere—soft blends, dimensional color, invisible installs, healthy-looking hair, luxury without looking overdone.
But what really makes this salon feel current is the mindset. DÚO isn’t built around burnout culture. It’s built around refinement. The kind of place for stylists who care deeply about details. The blend. The placement. The finish. The consultation. The client experience. Not rushing. Not overbooking. Not pumping out volume just to stay busy.
And.. That’s becoming rarer. A lot of experienced stylists eventually hit a point where they realize they don’t just want a busier career—they want a more aligned one. Better clients. Better systems. Better education. Better energy around them.
That’s what this feels like. Especially for colorists looking to expand into extensions in a serious way, this kind of opportunity can completely change income potential and long-term positioning behind the chair. Because extensions aren’t just an add-on service anymore.
They’re becoming a category of expertise all on their own.
👉 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
Priscilla Maravilla | Upland, CA | Cosmo
🏫 Salon Success Academy
The Artist Behind the Camera, Classroom, and Chair
Priscilla Maravilla has the kind of portfolio that reflects what happens when artistry and experience meet professionalism.
With 12+ years in the beauty industry, her background spans far beyond just working behind the chair. Editorial shoots. Bridal styling. Fashion shows. Commercial campaigns. Media appearances on FOX 5 San Diego. Education. Salon leadership.
You can feel that range immediately when you look through her work. There’s a polish and consistency to it that comes from real experience.
What stood out most to us was how multidimensional her career has become. Advanced color work, precision cutting, curly hair specialization, soft glam makeup… while also stepping into leadership roles as both a Beauty Educator and Salon Manager.
Because the professionals who last in this industry long term usually become more than just service providers. They become communicators. Mentors. Problem-solvers. Leaders.
And you can tell Priscilla understands the client experience deeply.
We also loved seeing the balance between salon work and creative industry exposure. Fashion Week San Diego, commercial campaigns, FOX 5 appearances… those kinds of environments push artists differently. They teach adaptability, composure, speed, and how to consistently deliver under pressure while still maintaining quality.
But beyond the accolades, what really stayed with us was her intention behind why she’s here.
She talks openly about wanting to continue expanding her reach, growing her artistry, sharing her expertise, and building lasting relationships with clients who value quality and personalized service.
That mindset says a lot.
Because after 12 years, it would be easy to stay comfortable.
Instead, her portfolio feels like someone still evolving, still building, and still deeply passionate about the craft.
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
Opportunities Like This Change Careers
One of the coolest parts of BEAUTISTA is watching what happens when opportunity meets preparation. This week, we officially wrapped applications for our second-ever Sam Villa Redken Symposium Mentorship—and honestly, the response blew us away.
Hundreds of beauty professionals from across the country applied for the chance to shadow Sam Villa backstage at Redken Symposium this June. And what stood out most wasn’t just the talent. It was the vulnerability. The passion. The stories. The videos people submitted explaining why this opportunity mattered to them.
That’s the shift happening in beauty right now. People don’t just want jobs anymore. They want proximity. Mentorship. Exposure. Real connection.
Experiences that expand how they see themselves and what’s possible for their careers. And opportunities like this matter because they give artists access to rooms, conversations, and perspectives that can completely change the trajectory of how they think behind the chair.
We’re currently coordinating schedules with Sam Villa and plan to meet with the mentorship winners Tuesday before officially announcing them on our channels next week 👀
This is why portfolios matter. Not resumes. Not “years of experience.” Not generic applications. The applicants who stood out showed personality. Energy. Intention. Passion. A point of view. That’s what people connect to.
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.
Want to catch up with last week's post? Read it here!
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