Sunday night I realized I still hadn’t written this week’s newsletter. So I started scrolling
“There are no wrong turns, only unexpected paths.”
🖤 From Jen: I Am Exactly Where I'm Supposed to Be.
Hi BEAUTISTA Fam,
This weekend was one of those weekends where I was just busy living. My sister came into town, and I pretty much unplugged from Friday through Sunday. We did Pilates, went shopping, had dinner Friday night, watched my son's football game Saturday night, and went pumpkin picking with the family on Sunday. And you know what? I felt like the most abundant person in the world. Not because I did anything extraordinary, but because I had the freedom to check out on a Friday and spend the weekend being present with the people I love. That, to me, is abundance.
But then Sunday night rolled around, and I realized I still hadn't written my From Jen for this week. Eek. Then I was scrolling and came across a post called "9 Uncomfortable Questions to Help You Understand Yourself Better." And let me tell you, some of these questions were HARD. But number six made me stop and think: "What is the biggest 'what if...' that still haunts you?"
It's funny because regret and the whole "what if" conversation have been coming up a LOT lately. In conversations with friends, people I'm mentoring, and even in my own head. What if I had done this differently? What if I had started sooner? What if I had stayed a little longer? What if I had taken that opportunity? I know that feeling all too well. The lying awake at night replaying decisions, wondering if you made the right call or if your life would somehow be different had you chosen another path.
Years ago, a mentor shared something with me that really helped change the way I think about regret. And lately, I've found myself passing that same advice along to so many people.
You made the best decision you could at the time, with the information you had, the resources you had, and the person you were at that moment.
Think about that. It's so easy to look back now, knowing everything we know, and convince ourselves we should have done something differently. But we weren't the same people back then. We didn't have the same experiences, knowledge, confidence, or even the emotional tools we have today.
Matt and I have had our fair share of these conversations while building BEAUTISTA. Early on, we would always say, "We should have started this sooner." We could have been so much further along! But then we'd talk about how maybe the market wasn't ready for what we were building. There was also a time when we moved to California to live with my mom so we could invest everything we had into the business. Eventually, we made the decision to move back home to New Jersey. And of course, we've wondered what would have happened if we'd stayed just one more year. Would the business have grown faster? Would we have had an easier time getting it off the ground? Maybe! But maybe moving home and having to stand on our own two feet was exactly what we needed to push ourselves harder and figure things out. We'll never know. And I think that's the part we have to learn to be okay with.
I'm a firm believer that I'm exactly where I'm supposed to be. That doesn't mean every decision I've made has been perfect. Far from it. But I do believe every decision has led to something. Sometimes something great, sometimes a lesson I really didn't want to learn, and sometimes a completely different direction I never would have considered.
I've thought about how different our lives could have been if we'd made other decisions. But then I think about everything that came from the decisions we DID make. The people we've met, the things we've learned, the opportunities we never saw coming. Even the mistakes have played a role in getting us here. And I guess that's why I have such a hard time believing any one decision could have ruined our path.
When I think about this weekend and how grateful I felt just being with my family, I can't help but think about all the decisions, good and bad, that brought me to this exact moment. We're so busy wondering whether we made the right decisions to get where we want to go that we forget to appreciate where those decisions have already brought us.
So the next time you find yourself going down that rabbit hole of "what ifs," remind yourself that you made the best decision you could with the information, resources, and experience you had at the time. You can't hold your past self accountable for things you only know today. And you certainly can't spend your life punishing yourself for not knowing them sooner.
Every decision you've made has brought you to where you are today. The good ones, the bad ones, and the ones you still question. They've shaped who you are, what you've learned, and how you'll approach whatever comes next. You can't change those decisions, but you CAN change how much power you give them over your life today.
I am exactly where I'm supposed to be. And I made the best decisions I could with the knowledge and tools I had at the time.
xoxo,
Jen Martinelli
🚀 The Shift: Weekly Mindset + Strategy Upgrade.
Stop Replaying. Start Moving.
The Mindset Shift: Stop spending energy trying to rewrite a decision you've already made. Put that energy into what you can control today.
The Strategy: Think about one decision you've been second-guessing. Instead of asking yourself, "What should I have done differently?" ask, "What can I do with what I know now?"
You don't need to have made every decision perfectly to create something incredible. You just need to stop letting yesterday take up so much of today's headspace.
Your Move This Week: Identify one "what if" you've been carrying around. Write down what that experience gave you, whether it was knowledge, confidence, a connection, or a new direction. Then decide what you're going to do with it NOW.
🎙️ 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.
OLAPLEX | Healthy Hair Express: 3-Minute Revenue Driver
Three minutes can become a service upgrade. Learn how to add a fast repair + hydration experience to a standard cut or style, create more value for the client and add revenue without adding a ton of time to the appointment.
Color WOW | Intro to Let’s Get Reels
If creating content still feels harder than it should, start here. Learn lighting, positioning, transitions, filming and editing from a team behind social accounts with more than 1 million followers, plus how to build a more recognizable personal brand.
L’ANZA | Digital Presence, Elevated
Go beyond posting pretty hair. This class gets into visual storytelling, intentional content planning, audience engagement and building a social presence that actually reflects who you are as a professional.
Pureology | Retail Success Strategies in Haircare
Retail does not have to feel salesy. Learn how to naturally weave product recommendations into consultations and services in a way that builds trust, supports client results and grows retail revenue.
Biolage | Thermal Styling
Classic blowouts, mermaid waves and the finishing techniques behind the looks clients are asking for right now, including product layering, heat protection and creating longer-lasting results.
Mizani | Wash & Go Hairstyling Made Easy for Curls
Simplify Wash & Go styling with techniques for better curl definition, reduced frizz and faster dry time, plus how to personalize product recommendations across different curl types.
Endure Beauty | Brow Lamination + Tint
For our esthi + brow pros. Learn techniques for consistent lamination and tint results while looking at how this service can support rebooking, bundling and higher client value.
OLAPLEX | Total Transformation: Pro Difference Scalp to Ends
Learn the full 30-minute premium treatment ritual, from prep and chelating to repair and scalp care, while building a service designed around stronger results, repeat visits and added revenue.
Redken | Shades EQ Pro Connect
Get stronger with one of the industry’s most-used glossing systems. Learn seamless glossing, acidic demi color and how to build glossing services into your existing color menu.
K18 | K18 University: Intro to Innovative Haircare
Go deeper into the science behind hair damage, K18PEPTIDE™ and the K18REPAIR™ service while learning how to integrate repair into salon services and talk to clients about WHY it works.
K18 | Style Lab: K18 + The Art of Repair
Take the product knowledge into actual service application. Color, cutting, styling, textured hair, client communication, common mistakes and ways to integrate K18 into more of what you already do behind the chair.
Johnny B | Get Technical: Clipper Cutting
For barbers + short-hair specialists. Get into clipper-over-comb, blending, line-ups, styling and the fundamentals behind cleaner, more controlled grooming work.
Mizani | Twist Out Essentials
Master twist-out techniques for volume, elongation and definition while learning product pairings, pricing and scheduling strategies that can help turn the service into stronger client retention + retail.
Matrix | Blonding for All
Not every lightener is right for every job. Learn the Matrix lightener portfolio, how the technology differs, mixing + processing strategies and how to make better product choices for different blonding situations.
Redken | Lift & Tone Pro Connect
Go deeper into Blonde IQ and Redken’s lightener portfolio, including how to choose the right lightener for different techniques and create more consistent blonde results.
(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).
Remember When I Told You AI Was Going to Call the Salon?
Okay, I have to bring this one back. A few weeks ago I wrote about AI starting to actually CALL businesses for us. Not “find me the phone number.” Not “tell me when they are open.”
Actually make the call.
At the time, Google was starting to let AI call salons to ask about things like pricing and availability, and I remember thinking... THIS is where things are going. Eventually I am going to tell my AI, “Find me a salon near me that can do a blowout Saturday morning,” and my bot is going to figure it out.
Well... we are getting there FAST.
Meta’s new AI agent, Muse, can now call U.S. businesses on your behalf. You give it the job and it can handle the conversation, including things like making a haircut appointment. Google is expanding its version too. And this week Yelp announced AI that will actually call restaurants for you to check wait times. Think about what that means for beauty.
Your next potential client may not call your salon herself. Her AI might. It might be asking: Do you have an appointment Saturday? How much is a blowout? Do you work with curly hair? Can you take a new client? What time do you close?
And eventually we are going to have AI calling AI. Your client’s AI agent talking to the salon’s AI receptionist and making the appointment while BOTH humans are doing something else. 🤯
We talked about this like it was where things were heading. It is starting to happen NOW.
For beauty businesses, I think this is one more reason to make sure the basic information about your business is easy to find, accurate and consistent. Services. Pricing. Hours. Location. Booking. Because increasingly, it may not only be a human trying to figure you out. Their AI will be too.
Want to Try It Yourself?
Here's the fun part. You don't have to be a tech expert to start experimenting. Meta's Muse is available in the U.S., and you can get started for free at muse.ai.
Try asking:
"Find me a salon near me that specializes in curly hair, has great reviews, and offers appointments Saturday morning. Compare my options and help me book."
See what it finds, what questions it asks, and how far it can get. Some features, including phone calling, may depend on availability. Now, if you own a salon or spa, flip the script. Ask AI to find YOUR business.
"Find the best salon in [your city] for balayage. Compare pricing, reviews, services, and booking options."
Did your salon show up? Was the information correct? Could AI figure out how to book with you?
Because here's what I keep thinking: We've spent years making sure customers can find us on Google. Now we need to think about whether their AI can find us, understand us, and do business with us.
And that's a whole new world of opportunity.
What we're learning from Hiring Funnels:
Recruiting Is NOT Like Selling a Pair of Jeans
I know I touched on the candidate journey last week, but the more hiring funnels we run, the more I realize how important this is: Recruiting takes TIME.
You cannot put an opportunity out into the world on Monday and look around on Wednesday wondering where everybody is. :) We are used to marketing things people can make a pretty quick decision about. See a pair of jeans you love? Click. Buy. Done.
A career decision is completely different. Someone may be deciding where they are going to spend 30 or 40 hours of their week. Who they will work beside. What their income could look like. Whether the schedule works for their family. How far they will commute. Whether they trust the owner. Whether they like the culture. Whether they can grow there.
And if you are trying to fill a salon suite, you are asking someone to make an even BIGGER decision. They aren’t just choosing a place to work. They are choosing where to build THEIR business.
That person may see your opportunity today and do absolutely nothing. Then see you again next week. Look at your Instagram. Go to your website. Talk to a friend. Drive past the salon. Watch a video of your team. See another ad. Start following you. And THEN reach out.
That does not mean the first ad didn’t work. It means they were getting to know you. We see this in marketing all the time, but for some reason when it comes to recruiting, people expect someone to see “We’re Hiring” and immediately change their life. That is not how people make big decisions.
You have to show up consistently enough for the right person to notice you, learn about you, trust you and eventually think, I could see myself there. So if you started recruiting two days ago and nobody has knocked on the door yet, that doesn’t automatically mean it isn’t working. Keep showing them who you are. Keep telling the story. Keep giving them reasons to trust you. Because you are not selling them a pair of jeans. You are asking them to picture part of their LIFE with you.
GRADE MY HIRING →
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
Next week is packed with color, texture, scalp, business and service ideas you can actually use behind the chair. I pulled out a few I think are worth putting on your calendar.
⭐ FEATURED: Matrix | Underpainted Balayage: Fall Trends + Viral Formulas
Tuesday, October 27 | 12:00 PM ET
Matrix Ambassador Constance Robbins is teaching her viral underpainting technique LIVE, including how to create that expensive, lived-in dimension clients are asking for right now. You’ll get placement, saturation tips, fall formulas and ways to use the technique for everything from balayage to corrective color.
Biolage | Advanced Scalp Specialist Certification
Monday, October 26 | 11:00 AM ET
Scalp care is only getting bigger. This advanced certification goes deeper into scalp physiology, hair growth cycles, complex scalp concerns and professional treatment protocols, plus ways to build scalp services + retail into your business.
Pravana | Espresso & Ember: Warm Dimensional Darks
Monday, October 26 | 12:00 PM ET
For the clients ready to go darker for fall WITHOUT losing dimension. Learn intentional placement and ChromaSilk formulations for warm, glossy, light-catching brunettes.
Pureology | Social Media for Revenue Growth
Tuesday, October 27 | 11:00 AM ET
Not just “post more.” Learn how to use social media to attract the right clients, increase bookings and support retail sales with content that still feels like YOU.
UNITE | The Textured Lob
Tuesday, October 27 | 12:00 PM ET
Gary Baker is breaking down a modern textured lob with movement, razor detailing and techniques for creating editorial polish without sacrificing density.
Mizani | Silk Press Mastery
Tuesday, October 27 | 2:00 PM ET
Go deeper into one of the most requested services for textured guests. Learn product ratios, heat technique, at-home care and how to create smoother, longer-lasting results while building trust + retail.
TrichoEDU | The Hair Loss Conversation: What to Say + How to Start
Wednesday, October 28 | 12:00 PM ET
This is such an important conversation to know how to have. Learn how to recognize early signs of shedding and hair loss, what questions to ask and how to talk to clients about it without creating fear.
Moroccanoil | Mastering Care-Infused Blonding Techniques
Wednesday, October 28 | 1:00 PM ET
Bright, dimensional blonding with a care-first approach. Learn intentional placement, controlled lift and modern lightening techniques designed to help maintain hair integrity while creating higher-value color services.
You do NOT need to take every class. 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
Canyon River Spa & Salon | Hairstylist | $50K - $115K
📍 Bozeman, MT | Full-Time or Part-Time
There are a lot of salons that say they support growth. Canyon River actually shows you what that can look like.
If you are newly licensed and the idea of being handed a chair and expected to just figure it out makes you nervous, Canyon River has a six-to-eight-week assistant program where newer stylists can train alongside Teddy and other master stylists before fully stepping behind the chair.
That is HUGE. There is a big difference between graduating school and feeling completely confident with a real client sitting in front of you. Having time to keep learning, ask questions, watch experienced stylists work and build your confidence can make such a difference at the beginning of your career.
And this isn’t only for newer stylists. Canyon River is also looking for experienced stylists who want to keep learning inside an established Aveda Lifestyle Salon & Spa.
A few benefits worth knowing:
Commission-based pay with a listed range of $50,000–$115,000
Full-time OR part-time options
Health insurance + supplemental insurance
PTO for full-time employees
Flexible scheduling
Salon-paid in-house education
Employee spa-service trades
Six-to-eight-week assistant program for newer stylists
Ongoing mentorship + continued education
Tuesday–Saturday salon schedule
The benefits are pretty great too: commission-based pay with a listed range of $50,000–$115,000, health + supplemental insurance, PTO for full-time employees, flexible scheduling, salon-paid in-house education and employee spa-service trades. They also operate Tuesday through Saturday.
But before you even read all of that, watch their video.
They actually interview one of their stylists so you can hear from someone who works there and get a feel for the people and environment yourself. I LOVE this because if you are considering where to build your career, you should be able to see more than a job description.
What does the place feel like? Who would you be working beside? How does someone already on the team talk about being there? That is the stuff you want to know too.
Whether you are newer to the industry and looking for mentorship, or an experienced stylist interested in education, flexibility and strong benefits, Canyon River has created a path for both.
CHECK OUT River Canyon Spa & Salon →
🎤 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
FEATURED PORTFOLIO: Megan Hoelker
📍 Cincinnati, OH | From Behind the Chair to Behind the Brand.
Meet Megan Hoelker from Cincinnati, Ohio! She's a licensed cosmetologist, a 2023 Beacon Award recipient, and someone who reminds us that a beauty career can take you in SO many directions.
Here's her story:
🎓 Beauty meets fashion. Megan has a bachelor's degree in Apparel Design & Merchandising and graduated from Aveda Fredric's Institute with 100% attendance.
✂️ Learning from the best. She worked alongside nationally recognized master stylist and educator Sue Beck, gaining valuable experience in the professional beauty industry.
💡 More than behind the chair. Her background includes luxury retail, merchandising, entrepreneurship, and teaching creative workshops. She loves connecting people with products and helping others build confidence.
🚀 Ready for her next chapter. Megan is looking to transition into the business side of beauty, with a focus on territory sales, brand representation, account development, and product education.
💖 Her philosophy? "Creativity is the birthplace of joy." — Brené Brown
Beauty brands, are you listening? 👀 Megan is open to opportunities and ready to bring her creativity, industry knowledge, and people skills to her next role.
This is your reminder that a beauty license isn't just a career. It's a launching pad.
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
We get your questions every single day, and this week a few came up over and over. If one person asked, I promise ten more of you were wondering. So here you go :)
1. Turn your portfolio into your booking page.
Already use Phorest, Meevo, Vagaro, Square or GlossGenius? Copy your booking link, go to beautista.com/portfolio, click Edit, open Online Booking and paste it in. That’s it. A Book Now button shows up on your portfolio so clients can book with you right from it. No booking software? You can add your phone number, email or Instagram handle instead.
2. Your Instagram feed is only as good as your last post.
Your portfolio pulls in your latest Instagram posts automatically. But your account has to be public, and it has to actually HAVE posts. Connected and seeing nothing? Double-check that you typed your exact handle (underscores and periods count!), then post something. It’ll show up within a few hours.
3. One registration. Everything set up.
When you register for a class, your BEAUTISTA account is created for you automatically. No extra steps. Then watch for two emails: your login details from hello@beautista.com and your class link from education@beautista.com. Add both to your contacts so they don’t end up in spam.
4. Missed a class? It’s not gone.
Live classes stay on the Classes tab until they end. Then they move to On Demand at beautista.com/classes?tab=ended. Search by brand to find the one you want and learn on your own time.
5. Your portfolio IS your resume.
Click Print Resume on your portfolio and you get a clean, printable resume with a QR code back to your full portfolio. Perfect for when an employer says, “Can you send me your resume?” Yes. Yes, you can.
6. Rent a suite? We see you.
Running your own business is a lot. BEAUTISTA gives you free education, a portfolio that works as your website, educator jobs and mentorships when they open up, and a community of pros doing the same thing you are. You don’t have to build it alone.
Got a question you want answered here next week? Just reply. I read 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.
You definitely need to catch up to last week's newsletter, click here to check it out.
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