They'd do it for me.
- Jen Martinelli
- 2 days ago
- 11 min read
"The strongest teams aren’t built on talent. They’re built on trust."
🖤 From Jen: They'd do it for Me.
Hi BEAUTISTA fam.
We’re bringing on three new hires over the next two weeks… all from one job post. Over 120 applicants for one role in just 2 weeks. People applying for roles we didn’t even post yet. A position we created because we met the right person. And over 120 ambassador applications we’re still working through. It honestly doesn’t feel real.
Because just a few short years ago, Matt and I were taking a risk most people told us not to take. We left our corporate careers, our paychecks, and even our home—with young kids—to bet everything on this idea. Not just because there was a need in the industry, but because we felt a purpose. Back then, the question was “will this work?” Now, sitting here looking at hundreds of people who want to work with us, the question has changed. Will we be good enough for them?
That’s the part no one talks about. When you start building a team, you feel this deep sense of responsibility. Not just to hire well, but to create something where people can actually grow, thrive, and become more than they were before they walked in.
It reminded me of something Simon Sinek talks about. He shares a lesson from the military—that in the hardest conditions, the reason people will put everything on the line isn’t because of a title or a paycheck. It’s because they believe, “they'd do it for me.” That’s trust. That’s culture. And that’s what we’re building.
Because strong teams aren’t built on knowing everything or having all the answers. They’re built on vulnerability. On saying “I don’t know” and meaning it. On asking for help. On creating an environment where people feel safe enough to grow—and supported enough to try. I’ve had to learn that too. Letting go of the idea that as a leader I need to be the smartest person in the room. That my value comes from having all the answers. It doesn’t.
When I zoom out, I think about why this is all happening. Why people applied. Why our first employees took a chance on us when we were “no one.” Why this next wave is showing up the way they are. It comes back to our WHY.
We’ve always been open about our story. About not feeling like we had a voice. About not always feeling like we belonged. For me, that started early—being born to teen parents, raised by my immigrant grandmother, always feeling like everyone else was somehow ahead. That story could have stayed a limitation. Instead, it became the mission. To build something where people feel seen. Where they have a voice. Where they can find their people.
I think people feel that. Not because it’s perfect, but because it’s real. That’s what creates movement. That’s what builds culture. That’s what makes people want to be part of something bigger than just a job.
So as we welcome new team members this week and celebrate the ones who have been with us on this journey, I feel a mix of gratitude and responsibility. Grateful that people believe in what we’re building. And committed to building something worthy of that belief.
Because at the end of the day… people don’t stay for what you do. They stay for why you do it.
xoxo
-Jen Martinelli
🚀 The Shift: Weekly Mindset + Strategy Upgrade.
Build the kind of team people would show up for
If you’re hiring, leading, or even just thinking about growing a team… this is the part most people skip.
1. Ask yourself honestly: “Would I want to work for me?”
Not based on title or vision—based on how you show up daily.
2. Look at your follow-through
Do you respond when people need you? Do you create clarity—or confusion? Trust isn’t built in big moments. It’s built in consistency.
3. Create safety before performance
People don’t do their best work when they feel judged. They do it when they feel supported enough to try, fail, and grow.
4. Say “I don’t know” more often
The fastest way to build trust isn’t having all the answers. It’s being real enough to admit when you don’t—and strong enough to ask for help.
Because the shift isn’t finding better people. It’s becoming the kind of leader people believe in.
And when that happens… people don’t just work for you. They show up for you.
🎙️ In Case You Missed It (ICYMI)
There’s a lot happening—but these are the ones worth going back and watching (because they directly impact your services, confidence, and revenue).
If you want to master blonding (and stop second guessing your formulas):
REDKEN – Lift & Tone Pro Connect
Blonding is still one of the highest-ticket services—but only if it’s consistent. This breaks down product selection + technique so your results aren’t hit or miss.
👉 Translation: better blondes = higher confidence + higher tickets
If you want to sound like an expert (and actually prescribe solutions):
REDKEN – Haircare & Treatments Pro Connect
Clients don’t just want results—they want to understand why. This gives you the knowledge to diagnose and recommend with authority.
👉 Translation: better consultations = more trust + more retail
If you want to increase retail without feeling pushy:
MATRIX – Make Bank With Retail
This is all about how you communicate—not what you sell. Small shifts in how you speak can completely change your results.
👉 Translation: more revenue per client without working more hours
If you want faster services (without starting over every time):
Living Proof – Reset Without the Redo
Refreshing instead of redoing is the unlock for busy days. Learn how to extend styles and save time behind the chair.
👉 Translation: more clients per day + less burnout
If you want to tap into what’s trending right now:
Malibu C – Science of Scalp Wellness
Scalp is no longer an “add-on”—it’s becoming a core service category. The pros who get this early will win.
👉 Translation: new service category = new revenue stream
(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).
There’s a new wave of AI happening right now—and most people haven’t caught on yet.
It’s not about asking AI questions anymore. It’s about assigning it work. Tools like Claude (specifically their new “Cowork” feature) are shifting AI from something you talk to… to something you delegate to. Instead of just giving you answers, it can actually execute multi-step tasks—reading files, organizing information, and creating outputs on your behalf.
Think of it less like ChatGPT… and more like a digital assistant sitting next to you. And this is where it gets interesting for beauty. Because you can start using it like a team member.
Here’s what that looks like:
Turn your inbox into a daily action plan
Instead of scanning emails and DMs trying to figure out what matters, you can say:
“Read my inbox and summarize what needs my attention today in priority order.” Now you’re not reacting—you’re executing.
Train it like a front desk
You can feed it your appointment book link and say:
“Look at this week and tell me where I have gaps, opportunities for add-ons, or clients I should follow up with.” Then: “Turn that into a to-do list for my front desk.”
Spot revenue you’re missing
“Based on my schedule, where am I undercharging, underbooking, or missing retail opportunities?” This is where it starts thinking like a manager—not just a tool.
Create systems without overthinking them
“Build me a daily checklist for my salon manager to increase bookings, retention, and retail.”
It doesn’t replace your team—it supports them.
What we're learning from Hiring Funnels:
Why People Actually Apply
We just hired three people in two weeks… from one job post. 120 applicants for one role. People applying for roles we didn’t even post. A position we created because we met the right person. And it would be easy to say—it’s because of the role. It’s not.
It’s because of the WHY.
People didn’t apply because they needed a job (well, maybe some did)... They applied because they wanted to be part of something. And that’s the part most hiring funnels miss.
We drive massive traffic through BEAUTISTA Premium campaigns—7,000,000+ impressions, 120,000+ clicks, and tens of thousands of people raising their hand and saying “I’m interested.” The top of the funnel works. But here’s what actually determines what happens next.
👉 What happens when you talk to them.
Because candidates don’t decide based on your job post. They decide in the conversation.
The DM.
The text.
The interview.
That moment where they’re thinking: Do I want to be part of this?
If your message is just logistics—pay, schedule, role—you lose them. Not because those things don’t matter, but because they’re not what makes someone choose you.
They choose you because they feel something. They understand what you stand for. They see how they fit. They feel like they’re stepping into something—not just taking a job.
We saw it ourselves. People weren’t just applying to BEAUTISTA—they were reaching, following up, asking how they could be part of it. That doesn’t happen from a job description. That happens from purpose.
You see it in the strongest beauty businesses too. The ones that lead with mission. The ones that stand for something bigger than the service. They don’t just attract talent. They connect with it. Because the shift isn’t more traffic. It’s not even a better page.
It’s making sure that when someone finally talks to you… they feel your WHY. That’s where hiring actually happens.
🔥 What’s Happening:
Virtual Live Events You Don’t Want to Miss
Next Live Virtual Classes
There’s a LOT happening right now—but these are the ones actually worth your time (because they either make you more money, better at your craft… or both).
If you want to elevate your styling game (and create looks clients actually screenshot):
Design Essentials – Braids, Waves & Beyond
🗓 Apr 13 @ 10AM EST
Long hair styling isn’t just technique—it’s prep, longevity, and finish. This covers all three.
👉 Translation: better styles = more bookings for events + higher perceived value
If you want to become the go-to colorist (and stop guessing formulas):
REDKEN – Shades EQ Pro Connect
🗓 Apr 13 @ 11AM EST
Glossing is one of the easiest ways to upgrade your service menu—if you know how to use it right.
👉 Translation: add-on services = more revenue per client
If you’re a barber (or want to sharpen your cutting precision):
Andis – Step by Step Fade
🗓 Apr 13 @ 11AM EST
Clean fades come down to consistency and control—this breaks it down step by step.
👉 Translation: tighter cuts = stronger retention + referrals
If you want to confidently sell treatments (without sounding scripted):
K18 – Intro to Innovative Haircare
🗓 Apr 13 @ 12PM EST
This is product knowledge + application + how to actually position it to clients.
👉 Translation: better education = more retail + stronger trust
If you want to master modern blonding (the kind clients actually ask for):
Blonde Solutions – Signature Foilayage
🗓 Apr 13 @ 1PM EST
Seamless blends + lived-in color = what’s trending right now.
👉 Translation: higher-ticket blonding services that grow out better
If you want to grow your business without doing more manual work:
SalonInteractive – Grow Your Business with Redken-Powered Bookings
🗓 Apr 13 @ 2:30PM EST
“Do-it-for-you” marketing is becoming the edge most stylists don’t have yet.
👉 Translation: more bookings + retention without more effort
If you want to stand out on social (and actually turn views into clients):
Living Proof – Reels & TikTok for Stylists
🗓 Apr 15 @ 12PM EST
Content isn’t optional anymore—but most people are doing it wrong.
👉 Translation: better content = more visibility + more bookings
(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
Jon David Salon | 📍 Arlington, VA
OPEN ROLES
At a certain point in your career, it’s not about finding a salon. It’s about finding one that matches your standards. Jon David Salon is that kind of place.
This isn’t a salon trying to figure itself out. It’s a professionally run, multi-location business with structure, leadership, and a reputation built over time—recognized as one of Northern Virginia’s top salons. The kind of environment where excellence isn’t occasional… it’s expected.
And for the right stylist, that’s exactly the point. Because when you’re already operating at a high level, the biggest unlock isn’t working harder—it’s working in the right environment.
Here’s what that looks like:
A clear growth path – not just “we’ll see how it goes,” but defined levels and advancement into senior and executive tiers
Ongoing education – Schwarzkopf training, in-house mentorship, and leadership invested in your development
Stability + structure – a professionally managed business where expectations are clear and consistent
Full-time benefits – including paid vacation (rare in this industry)
A culture that respects your time – when you’re off, you’re actually off
And there’s another layer here that stands out… They’re not just focused on great hair—they’re building a purpose-driven business. Powered by 100% wind energy, with initiatives like Hair for Oil Spills, this is a salon thinking beyond the chair.
That matters. Because the best stylists today aren’t just choosing where they work based on pay or schedule. They’re choosing environments that reflect who they are—and what they stand for.
👉 If you’re an experienced stylist (2+ years) looking for a place that matches your level and pushes you forward, this is one to look at. Explore the opportunity + watch the video to get a feel for the space.
This hits:
career stage awareness (not for beginners)
structure + growth (big differentiator)
benefits + lifestyle
purpose layer (sustainability)
clean, readable, not repetitive
If you want, I can make a slightly more aggressive/high-converting version—but this is very aligned with your brand.
👉 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
Alexa Luna | San Antonio, TX
Cosmo | Ogle School San Antonio
There’s a difference between someone in school… and someone already building their career. Alexa Luna is doing the second. Still a student at Ogle School San Antonio—but already showing up like a professional, and that’s what stood out immediately. Because this isn’t just a portfolio. It’s intention. You can see it in how she talks about her work—not just learning techniques, but understanding the responsibility behind them. The idea that beauty isn’t just about the outcome… it’s about how someone feels when they leave your chair.
And then there’s something most students aren’t even thinking about yet. She knows her numbers. Client retention, frequency, productivity, average ticket. That matters. Because the best professionals don’t just create great work—they understand the business behind it. They know how to grow, how to retain, and how to build something sustainable behind the chair. That mindset this early is different.
She’s not waiting until graduation to start. She’s documenting her journey, building her presence, connecting with the industry, and already thinking about the kind of experience she wants to create for her future clients. She’s treating her portfolio like a real brand, building both skill and business awareness at the same time, focused on client experience—not just technical execution—and open to opportunity, even relocation, thinking beyond her current market.
That’s the shift we’re seeing more and more. The next generation of BEAUTISTAs aren’t just learning the craft—they’re learning how to build a career.
Here’s why Alexa is someone to watch:
Already treating her portfolio like a living brand—not a school assignment
Focused on growth across hair, makeup, and skincare (well-rounded from the start)
Clear intention around client experience—not just technical skill
Open to opportunity and even relocation—thinking bigger than her current market
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
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💡 BEAUTISTA Tips & Tricks
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