From Stillness to Purpose
In quiet reflection, we rediscover why we begin.
66 Beauty Blueprint:
Jennifer Bedard, Building a Career with Purpose and Passion
Your Voice. Your Career. Help us shape the future of your beauty education
Define Your Why – Plan Your 2026 Vision
Meet Our Newest Certified Beauty Advisor: Naima Umer’s RBCP® Journey
Elevate Your Expertise with RBCP® 2.0
Cosmetic Career Spotlight: Laurie Reed
Purpose Meets Progress: Elevate Your Expertise
The Authority in Beauty Education
Publisher Mickey Tortorelli Editor Victoria Duz
Designer Katherine Gileno & Leo Janusauskas
From Stillness to Purpose:
In Quiet Reflection, We Rediscover Why We Begin.
Dear Beautiful Community,
In the beauty industry, momentum often defines our days — the conversations, the consultations, the small but meaningful moments we create at the counter. Yet every November, as the year begins its gentle winding down, we’re invited into a quieter space. A space where reflection becomes a compass — guiding us back to our purpose, our impact, and our “why.”
This issue of BE Magazine, ‘From Stillness to Purpose’, is dedicated to that rediscovery. And what a powerful month it is to celebrate the extraordinary individuals and brands whose work reminds us why beauty — at its best — transforms far more than appearance.
This year, we proudly honour Jennifer Bedard, Vice President of Sales at Groupe Marcelle Cosmetics and recipient of the 2025 Beauty’s Best ICON Award. Jennifer’s story — which began on the beauty counter — is a masterclass in purposedriven leadership. Her commitment to authenticity, empowerment, and lifting others as she rises reflects everything this industry aspires to be. Jennifer embodies what it means to lead with heart, clarity, and conviction. Her achievement is not only deserved — it’s deeply inspiring.
We also celebrate Laurie Reed, Shoppers Drug Mart Cosmetic Manager and winner of the 2025 Beauty’s Best Community Spirit Award. Laurie reminds us that beauty has the power to heal, unite, and uplift communities. Through her “Love Yourself” event — now a lifeline of support and celebration for more than 500 Indigenous women each year — she demonstrates that compassion is one of the greatest forces in beauty. Her work is a living example of purpose in action.
Our congratulations extend as well to our valued partner, NEOSTRATA®, whose Intensive Eye Therapy earned the prestigious “I Recommend” Product of the Year Award. Their dedication to scientific excellence and education continues to elevate the standard of skincare expertise in Canada — empowering Beauty Advisors with formulas they can trust and confidently recommend.
With love,
Mickey Tortorelli, CTDB, Founder & Publisher, BE Magazine
Moments like these remind us how far passion and intention can carry us. And speaking of achievement, we are thrilled to celebrate our newest Certified Beauty Advisor (CBA), Naima Umer, a recent graduate of the Retail Beauty Advisor Certification Program® (RBCP® 2.0). Naima’s journey reflects the power of education, perseverance, and purpose. Her commitment to advancing her skills and elevating the client experience embodies the future of beauty professionalism in Canada.
As we honour the leaders shaping our industry today, we also turn to you — the Beauty Advisors shaping its tomorrow.
Our national initiative, Your Voice. Your Career. Shape The Future of Your Beauty Education., is now live. It’s designed to listen to you and help shape the future of beauty education in Canada. Your experiences, challenges, and dreams are the foundation of progress — and this survey is your platform to be heard.
Together, your voices will create a clearer picture of what it means to be a Beauty Advisor today — and how we can better support you tomorrow. Your feedback will guide how brands train, how retailers empower, and how BE continues to celebrate your role as an Beauty Advisor, educator and leader. Because when Beauty Advisors speak, the industry listens.
This is your moment to influence the education designed for you. To pause, reflect, and let your purpose speak.
All survey participants will receive complimentary enrollment in the Retail Beauty Advisor Certification Program (RBCP®). It’s our way of saying thank you — and of investing in your continued growth as a Certified Beauty Advisor.
Your experience is the insight that shapes tomorrow’s education and together, we’re defining the future of beauty — one voice at a time.
Thank you for all you bring to the beauty community — in stillness, in purpose, and in unwavering dedication.
Your Voice. Your Career.
By Mickey Tortorelli
All survey participants will receive complimentary enrollment in the Retail Beauty Advisor Certification Program (RBCP®). It’s our way of saying thank you — and of investing in your continued growth as a Certified Beauty Advisor.
Together, your voices will create a clearer picture of what it means to be a Beauty Advisor today — and how we can better support you tomorrow. Your feedback will guide how brands train, how retailers empower, and how BE continues to celebrate your role as an Beauty Advisor, educator and leader. Because when Beauty Advisors speak, the industry listens.
Your purpose has power. Your story has meaning. And your experience has the potential to inspire change across the entire beauty community.
Take a moment to add your voice to the BE Beauty Advisor Insights Survey, and help shape the future of beauty education in Canada.
Share your insights and complete the survey here.
Record a short video and complete the sentence:
‘‘My purpose in beauty is ________.’’
Post it and tag @beauteschoolinc
We’re inviting Beauty Advisors across Canada to reflect, dream, and share their voice.
Your story could be featured in our Define Your Why highlight Reel on BeauteSchool’s official channels.
As the year comes to an end, it’s the perfect moment to pause and reflect — not just on what you’ve achieved, but on why you do what you do. Purpose is the foundation of every successful Beauty Advisor. It’s what turns a conversation into connection, a recommendation into trust, and a job into a meaningful career.
At BeauteSchool, we believe clarity creates confidence. When you take a moment to define your why, you realign your goals with your heart — the reason you chose beauty in the first place. Maybe your purpose is to help clients feel confident in their skin. Maybe it’s to inspire self-expression through artistry. Or maybe it’s to lead, teach, and mentor the next generation of beauty professionals. Whatever your purpose, it’s the compass that guides your growth.
Your purpose has power, and your vision matters. Take this moment to look inward, define your why, and set your sights on what’s next. Because when you lead with purpose, your 2026 vision will follow with clarity and confidence.
Reflection fuels clarity — take time to reconnect with why you began your beauty journey.
Sharing your purpose inspires others and strengthens the beauty community.
Defining your why helps turn passion into direction for 2026.
Congratulations to Naima Umer, one of BeauteSchool’s most recent graduates of the Retail Beauty Advisor Certification Program (RBCP® 2.0)!
Naima has officially earned her (CBA) Certified Beauty Advisor designation — an incredible milestone that reflects her dedication to growth, professionalism, and purpose. Her journey is a powerful reminder of how education can transform passion into confidence, and confidence into connection.
Naima Umer
Certified Beauty Advisor (CBA) Shoppers Drug Mart, Saskatoon
1. What inspired you to begin your journey in the beauty industry, and how did it lead you to BeauteSchool and the RBCP® 2.0 program?
My journey started when I realized how much joy and confidence beauty services can bring to people. That realization sparked a desire to learn everything I could about the industry.
BeauteSchool and the RBCP® 2.0 program stood out because they focus on both technical mastery and client experience, offering a path to not just practice beauty, but truly excel at it. Joining the program has been an incredible step in transforming my passion into a career that makes a difference.
2. How has completing the RBCP® 2.0 Certification helped you grow as a Beauty Advisor — in both skill and confidence?
The RBCP® 2.0 Certification has allowed me to grow both technically and personally. I’m now more confident in assessing client needs and providing personalized solutions, which has improved client satisfaction and loyalty. The program’s focus on hands-on practice and realworld scenarios helped me refine my abilities while building professional assurance.
3. What part of the program did you find most valuable or impactful in your day-to-day work?
The part I found most valuable was the combination of technical mastery and professional development. It not only sharpened my skills but also gave me the confidence to approach every client with professionalism and assurance, which has positively influenced my day-to-day work.
4. If you had to complete this sentence — ‘‘My purpose in beauty is…’” — what would you say?
My purpose in beauty is to empower clients to embrace self-care and feel confident in their everyday lives.
5. What message or advice would you share with other Beauty Advisors who are considering enrolling in RBCP® 2.0?
Go for it! The RBCP® 2.0 program is a gamechanger. I’d tell other Beauty Advisors that RBCP® 2.0 is an investment in yourself. It will not only refine your skills but also boost your confidence and help you stand out as a knowledgeable, professional Beauty Advisor.
Elevate Your Expertise with RBCP® 2.0
At BeauteSchool, we understand that beauty is constantly evolving. With the Retail Beauty Advisor Certification Program® (RBCP 2.0), we’re empowering Beauty Advisors with the tools, knowledge, and confidence to stay ahead of trends, connect with clients, and elevate their careers.
RBCP 2.0 offers a comprehensive learning experience designed for professionals at every stage — from new advisors to seasoned experts looking to refine their skills. The program includes courses in skincare, makeup, fragrance, customer service, and business-building, all created to help you shine on the sales floor and enhance client satisfaction.
RBCP 2.0 is more than certification — it’s a movement of Beauty Advisors redefining professionalism, purpose, and confidence.
Why RBCP 2.0 Matters:
Stay Ahead of Beauty Knowledge
With updated courses on the latest innovations, you’ll be equipped to share the most current ingredients, techniques, and trends with your clients.
Build Trust and Loyalty
Certification gives you the confidence to recommend the right solutions, strengthening your clients’ trust in you as their go-to beauty expert.
Boost Sales and Career Growth
By refining your skills in consultation, ingredient knowledge, and communication, you’ll position yourself for long-term success in Canada’s competitive beauty industry.
Ready to take the next step in your career?
Invest in your future with the Retail Beauty Advisor Certification Program® 2.0.
Cosmetic Career Spotlight
By Mickey Tortorelli
Laurie Reed — Leading with Heart and Purpose
In a world where beauty often begins with the surface, Laurie Reed, Cosmetic Manager at Shoppers Drug Mart in Thunder Bay, reminds us that true beauty shines from compassion, courage, and community.
As this year’s recipient of the Beauty’s Best ‘Community Spirit’ Award, Laurie is being recognized not only for her leadership in retail cosmetics but for the deep and lasting impact she’s made through advocacy and inclusion.
When Laurie witnessed an Indigenous woman, Kathy Spence, being treated unfairly, she responded with empathy and action—welcoming her with kindness and respect. That single moment grew into something extraordinary: the “Love Yourself” event, now entering its fourth year, where more than 500 Indigenous women gather annually to celebrate beauty, belonging, and self-love. Laurie’s cosmetics counter has since become a judgment-free space—a sanctuary of acceptance and empowerment for all.
Through her leadership, Laurie shows that being a beauty advisor is about far more than products or sales—it’s about creating safe spaces, building confidence, and reminding every woman that she is seen, valued, and loved.
Laurie Reed, Shoppers Drug Mart, Thunder Bay
Winner of Beauty’s Best 2025 Community Spirit Award
Laurie Reed
Your Career & Beginnings
Laurie, can you share what first drew you to a career in cosmetics and how your journey led you to your current role at Shoppers Drug Mart?
I was looking for a casual job and my friend told me to apply at Sears, they were looking for a counter manager for Estee Lauder. Sears hired me shortly after my son was tragically killed in a motorcycle accident at the age of 23. It was the most difficult time of my life, and I’ll always be grateful for the opportunity I was given to work for Estée Lauder. That role helped me heal — by helping others feel beautiful, I began to find light again in my own heart.
While working at Sears, a recruiter reached out and told me they had heard that I was amazing at what I do — and they wanted me to join Shoppers Drug Mart. That call changed my life. What began as a job became a purpose. At Shoppers, I’ve been able to connect with people every day, lift others up, and hopefully make a difference — just as others once did for me.
Leadership & Values
As a manager, you’ve created a beauty department that’s both welcoming and empowering. How would you describe your leadership philosophy and the culture you strive to build for your team and customers?
As a manager, my leadership philosophy is rooted in kindness, compassion, empathy, and respect. I never judge anyone by the way they look, you truly never know what someone might be going through. That’s why I lead with love and understanding, creating a space where everyone feels safe, supported, and valued. I strive to promote a culture of belonging for both my team and our customers, one that’s welcoming, uplifting, and filled with heart.
I also believe strongly in education and empowerment. I make it a priority to keep my team informed, inspired, and confident in what they do, while showing them constant appreciation for their hard work and dedication. I give them a lot of love, encouragement, and gratitude because they’re the heart of what makes our cosmetic department so special.
That approach has led to some incredible recognition that I’m deeply proud of. In 2018, I was named Regional Cosmetic Manager of the Year for Ontario. In 2022, I received the Beauty’s Best Award for Vendor Retail Service, and in 2023, I was honoured with the President’s Award from Shoppers Drug Mart. And now, I feel so blessed and grateful to be the recipient of the 2025 Community Spirit Award, which truly reflects the heart of everything I do.
Together, my team and I have built a beauty department that’s welcoming, inclusive, and filled with love. A place where both customers and team members feel seen, appreciated, and cared for. When you lead with kindness, gratitude, and love, everything else naturally falls into place.
‘‘When we come together with one purpose — to show these Indigenous women that they matter — the result is pure magic.’’
The Spark Behind ‘‘Love Yourself’’
Can you take us back to that pivotal moment when you met Kathy Spence and how that experience inspired the creation of the “Love Yourself” event?
Kathy and I met at my store after I helped her one day when someone hadn’t treated her kindly. We became close friends, and she later approached me about creating an event for 20 Indigenous residential school survivors — something that would make them feel loved, cared for, and celebrated.
Before long, 20 became 50 women. And we were turning women away at the door because we had no spots for them. We decided to hold the event near Mother’s Day, because so many had experienced deep loss. I wanted Love Yourself to be filled with love — a day where these incredible Indigenous women could feel beautiful, empowered, and truly know how much I cared for them, and that their lives matter to me.
Event Purpose & Impact
What does the “Love Yourself” event mean to you personally, and how have you seen it impact the Indigenous women who attend?
The Love Yourself event means everything to me. It’s more than just a day of beauty — it’s a day of healing, love, and connection.
For me, it’s about giving back to the Indigenous community and showing these incredible women that they matter, they’re seen, they’re loved, and that their lives matter to me.
Every year, I see the impact it has — the smiles, the tears, the hugs, and the sense of pride that fills the room. Many of the women tell me they haven’t felt beautiful or celebrated in a long time. Watching them leave with their heads held high and their hearts a little lighter is the most rewarding feeling in the world. That’s what Love Yourself is all about — helping them see the beauty, strength, and worth that’s been within them all along.
Organizing & Collaboration
Planning an event of this scale is no small task! How do you and your team prepare each year, and what role do beauty vendors and community partners play in making it a success?
Organizing an event like Love Yourself is truly a team effort. Each year, my team and I start planning months in advance — reaching out to Beauty vendors, community partners, and volunteers who all share the same goal: to make Indigenous women feel loved, valued, and celebrated.
I work closely with Kathy Spence and Kennedy Tarabokia Curtola from the Thunder Bay Indigenous Friendship Centre, along with my amazing associate Jaclyn Ritson and my Front Store Manager Kelly Curtis. Together, we meet every month to plan and ensure every detail of the event honors and uplifts the Indigenous women we’re celebrating.
While a few Beauty vendors have supported the event over the years, most of our help has come from Shoppers Drug Mart and the Shoppers Foundation for Women’s Health. Their generosity has been incredible — they’ve donated over $25,000 to support this event for Indigenous women, helping us make each year bigger and more meaningful than the last.
It takes a lot of planning, communication, and love, but everyone involved believes deeply in what we’re doing. When we come together with one purpose — to show these Indigenous women that they matter — the result is pure magic.
‘‘At its heart, it all comes down to community, teamwork, and never losing sight of why it started — to make Indigenous women feel beautiful, valued, and loved. Every year, it grows a little bigger, a little brighter, and a lot more meaningful.’’
Creating Safe & Inclusive Spaces
Your cosmetics counter has become known as a safe, judgment-free space. What are some of the everyday actions or practices that help you and your team foster that kind of trust with customers?
Creating a safe and inclusive space at my cosmetic counter is something I take to heart every single day. I believe that everyone deserves to be treated with kindness, respect, and without judgment. You never know what someone might be going through, so my team and I always lead with empathy and understanding.
We greet everyone with a smile, listen without assumptions, and make sure every person feels seen, valued, and cared for. I also encourage my team to be open, supportive, and continually educated — not just about beauty, but about people.
For me, it’s about creating more than just a place to shop — it’s about building a space filled with love, care, and belonging. A place where everyone feels safe to be themselves, and where acceptance and kindness are at the heart of everything we do.
Representation & Advocacy
You’re also deeply involved in advocacy work for Indigenous women and movements like ‘Every Child Matters’. How do you balance that community work with your role in retail, and how do the two connect for you?
My advocacy for Indigenous women and Every Child Matters is deeply personal to me — it’s part of who I am. For the past 13 years, I’ve hung red dresses in my window and outside my home to honour Missing and Murdered Indigenous Women, Girls, and Two-Spirited people. I also spend a lot of time educating others about what the red dresses truly mean — they’re a symbol of love, loss, and the urgent need for awareness and change.
I use my platform at work to continue that education — helping people understand the meaning behind Every Child Matters and the importance of remembering and honouring Indigenous lives.
At my store, we were one of the first in our region to hang red dresses, and that was such a powerful moment — it brought my advocacy and my work in retail together. Both are rooted in compassion and community. Whether it’s through my store or through advocacy, my goal is the same — to make sure Indigenous women and families know that they are seen, loved, and that their lives matter.
Growth & Recognition
The “Love Yourself” event has grown from a small idea into a major annual celebration. What have been the biggest lessons or success factors that helped it reach this level of impact?
The Love Yourself event has grown from a small gathering into a major celebration filled with love, strength, and community. One of the biggest lessons I’ve learned along the way is that when something is built from the heart, people feel it — and that’s what keeps it growing.
Each year, more Indigenous women come, and more partners want to be involved. The greatest success for me is seeing the impact the—the smiles, the laughter, the tears, and the sense of pride that fills the room. It reminds me that love truly creates change.
This growth wouldn’t be possible without the amazing support of my team — Jaclyn Ritson and Kelly Curtis — who work beside me every step of the way, and the incredible backing from Shoppers Drug Mart and the Shoppers Foundation for Women’s Health. Their belief in this event and their generosity have helped Love Yourself reach new heights each year.
At its heart, it all comes down to community, teamwork, and never losing sight of why it started — to make Indigenous women feel beautiful, valued, and loved. Every year, it grows a little bigger, a little brighter, and a lot more meaningful.
Advice for Beauty Advisors
What advice would you give other beauty advisors or cosmetic managers who want to organize community events that are meaningful, inclusive, and impactful like yours?
My advice to other Beauty Managers and Beauty Advisors who want to organize meaningful, inclusive community events is to lead with your heart. Don’t be afraid to dream big — when your intentions come from a place of love and compassion, people will feel it and want to be part of it.
Start small, reach out to your community, and build connections with organizations that share your vision. Partner with your team, your store, and your vendors — you’ll be amazed at how much support will come when people see the purpose behind what you’re doing.
Most importantly, make every person who walks through your doors feel valued and cared for. It’s not just about the products or the event itself — it’s about making a difference in someone’s life, even in a small way. When you lead with kindness and stay true to your purpose, you can create something truly beautiful and impactful.
The Power of Beauty & Belonging
Finally, what message do you hope every woman who visits your counter—or attends your event—takes away with her about beauty, confidence, and selfworth?
The message I hope every woman takes away when she visits my counter or attends one of my events is that she is already beautiful, already enough, and already worthy of love — just as she is.
I want every woman to know that she is cared about, that her life matters to me, and that her beauty shines far beyond what’s on the outside. True beauty comes from kindness, confidence, and the way we make others feel.
When women leave my counter or our events, I hope they carry that love forward — spreading kindness, lifting others up, and remembering that they are seen, valued, and never alone. That’s the real power of beauty and belonging — helping people recognize the light that’s been inside them all along.
Purpose Meets Progress:
By Mickey Tortorelli
From product knowledge to purposeful education. How education isn’t just about what you sell, it’s about why you serve.
In the fast-paced world of beauty retail, knowledge has long been the foundation of success — knowing the products, their benefits, and the techniques that bring them to life. But today’s Beauty Advisors are discovering that education is evolving beyond product knowledge. It’s no longer just about what you sell — it’s about why you serve.
Purposeful education transforms a sales interaction into a meaningful experience. It’s about understanding your client’s needs, building trust, and sharing your expertise in a way that inspires confidence. When learning becomes intentional, it empowers Beauty Advisors to move from simply providing information to truly connecting with people — creating moments that matter.
For example:
When a client expresses frustration over recurring breakouts, instead of immediately recommending a cleanser, take a moment to ask about their current routine, lifestyle, and comfort level with exfoliation. This approach turns advice into a personalized consultation.
When introducing a new serum or treatment, explain why it works and how it can help your client reach their specific goals. Education builds trust — and trust builds loyalty.
During a fragrance or foundation match, focus on self-expression. Ask, “How do you want to feel when you wear this?” These small but powerful questions transform transactions into relationships.
The Retail Beauty Advisor Certification Program (RBCP® 2.0) embodies this philosophy. It’s designed not only to elevate technical knowledge but to nurture empathy, professionalism, and purpose — qualities that define a trusted beauty professional.
Few represent this spirit better than Rayelyn Izzo, Enhanced Boutique Manager at Shoppers Drug Mart in Calgary, Alberta. Under her leadership, her team is on track to become the first store in Canada where every Beauty Advisor will be a Certified Beauty Advisor (CBA) through the RBCP® 2.0 — a remarkable milestone that reflects both passion and purpose. “Education isn’t just about what we sell,” says Rayelyn. “It’s about why we serve.”
Her success is proof that when education aligns with purpose, everyone wins — from the advisor to the client, and the beauty industry as a whole. More details about this inspiring achievement to come in the new year!
Equally inspiring is Laurie Reed, Cosmetics Manager at Shoppers Drug Mart in Thunder Bay and recipient of the 2025 Beauty’s Best Community Spirit Award. Laurie leads with compassion, creating safe, inclusive
Key Takeaways
Education rooted in purpose deepens client trust and builds authentic relationships.
Continuous learning transforms advisors into confident, service-driven professionals.
RBCP® 2.0 empowers Beauty Advisors to grow beyond product knowledge and lead.
Take the next step in your professional growth — enroll in the Retail Beauty Advisor Certification Program (RBCP® 2.0) and discover how purpose can elevate your expertise.
Science That Shines:
By Mickey Tortorelli
For over 50 years, NEOSTRATA® has championed a singular, powerful truth: when science is simple, it works beautifully. With dermatologist endorsement and a foundation of proven scientific efficacy, NEOSTRATA celebrated another remarkable achievement at the 2025 Beauty’s Best Awards on October 23, held at the prestigious Fairmont Royal York Hotel in Toronto.
NEOSTRATA® Wins Big at Beauty’s Best 2025 Awards
The spotlight shone brightly on NEOSTRATA® Intensive Eye Therapy, which proudly claimed the coveted ‘‘I Recommend’’ Product of the Year award— solidifying NEOSTRATA Intensive Eye Therapy as the belle of the ball!
This social butterfly of the skincare world truly deserves the accolades, as it is meticulously crafted for the most discerning clients—those who demand it all. From combating wrinkles and crow’s feet to addressing dark circles, puffiness, and sagging eyelids, this all-in-one eye cream stands ready to impress. It’s the perfect recommendation for clients seeking powerhouse results—and they want them fast!
Harnessing the groundbreaking technology of MicroDiPeptide²²⁹®, this patented lifting and firming ingredient synergizes with the smoothing and brightening properties of NeoGlucosamine® and Bakuchiol. The result? A luxurious eye cream that seamlessly marries a satin-like texture with scientific innovation, delivering results that truly matter. In fact, 94% of participants noted their eye area looked firmer and more elastic in just two weeks!
Encourage your clients to indulge in this sumptuous eye cream, which can be applied twice daily. It is thoughtfully designed for application from the bone to the lash and the lash to brow, including the eyelids. This 360-degree approach ensures a seamless experience, free from balling or rolling, making it ideal for layering. Fragrance-free, lightweight, and easily absorbed, it’s compatible with makeup and non-irritating.
When you engage your clients by asking, ‘‘What are your major concerns regarding your eye area?’’ and they respond with ‘‘Everything!’’ — look no further than NEOSTRATA® Intensive Eye Therapy as your top recommendation to address a multitude of needs around the eye area in as little as two weeks.
Let this unique all-in-one eye cream be your bridge from a colour sale to a skincare sale. Many clients hesitate to explore eyeshadows or eyeliners due to concerns about fine lines or sagging eyelids. By introducing them to NEOSTRATA Intensive Eye Therapy, you can provide a skincare solution while still delighting them with a cosmetic purchase.
Enjoy the rewarding experience of consulting with clients who truly desire it all — and let NEOSTRATA® Intensive Eye Therapy shoulder the heavy lifting for you!
Learn more about NEOSTRATA® innovations, training, and product education by visiting the NEOSTRATA Training Hub.
Winter Skin, Warm Hearts:
By Mickey Tortorelli
The Science of Seasonal
Skincare
Caring for winter skin is more than routine — it’s an act of selfcare, guided by your expertise.
Winter brings with it more than a change in temperature — it brings an opportunity to slow down, nurture, and care for ourselves and our clients in meaningful ways. As the air becomes colder and drier, so does the skin’s need for protection, repair, and hydration. For Beauty Advisors, this season is not just about recommending products; it’s about teaching clients how to honour their skin with care and compassion.
Seasonal skincare education is both scientific and emotional. It’s understanding how moisture loss, barrier sensitivity, and environmental stress affect the skin — but also recognizing how those same changes affect how clients feel. Dryness, dullness, or sensitivity can lower confidence, and that’s where your guidance becomes powerful. When you take the time to listen, recommend thoughtfully, and educate with empathy, you turn skincare advice into an act of self-care.
Here are a few real-world moments to bring this to life:
1. The Wind-Burned Commuter:
A client who walks to work every day and struggles with red, tight skin. You recommend a ceramide-rich barrier cream and teach them to apply it before heading out — transforming discomfort into comfort and care.
What Are Ceramides?
Ceramides are the skin’s natural lipids — think of them as the ‘‘mortar’’ that holds your skin cells together. They strengthen the skin barrier, lock in hydration, and protect against dryness and irritation. In winter, ceramides are essential for keeping skin soft, smooth, and resilient against the elements.
2. The Lip Balm Loyalist:
A client who applies lip balm constantly but still experiences dryness. You explain the science behind occlusive vs. humectant ingredients, helping them choose a formula that hydrates and heals.
Humectants vs. Occlusives:
Teach clients that humectants (like hyaluronic acid, glycerin, or aloe vera) draw water into the skin, while occlusives (like shea butter, petrolatum, or squalane) seal that moisture in. The best winter formulas combine both — humectants hydrate, and occlusives protect — creating lasting comfort and radiance.
3. The Skincare Simplifier:
A client overwhelmed by complex routines. You simplify their regimen to focus on gentle cleansing, hydration, and nourishment — helping them find peace in consistency.
Every recommendation is an opportunity to teach — and every conversation a chance to connect. When Beauty Advisors pair seasonal science with emotional awareness, skincare becomes more than routine; it becomes ritual.
Key Takeaways
Winter skincare education blends science with empathy — care for the skin and the person.
Listen deeply and tailor solutions that address both physical and emotional needs.
Small acts of education can transform winter routines into moments of self-care.
Deepen your skincare expertise through the RBCP® 2.0 Skin Care Course — where science meets empathy, and education becomes a form of care.
Ask Us Anything — About Beauty
A heartfelt thank-you
to all the incredible Beauty Advisors who participated in our ‘Ask Us Anything — About Beauty’ feature in the September issue of BE Magazine. Your thoughtful questions, curiosity, and commitment to continuous learning are exactly what make this community so powerful.
As a token of appreciation, every Beauty Advisor who participated will receive complimentary enrollment in the Retail Beauty Advisor Certification Program (RBCP) — because your dedication to education deserves to be rewarded.
This month, we’re diving deeper into three of your most-asked skincare questions — exploring exfoliation, hyperpigmentation, and barrier repair.
Angela Cenerelli asks:
‘‘Which type of chemical exfoliant would you recommend for clients of differing skin types/concerns, especially as our concerns may change heading into drier seasons?’’
Exfoliation is one of the most misunderstood — yet transformative — skincare steps. Chemical exfoliants remove dull surface cells and encourage cell renewal without the friction that physical scrubs can cause. The three most common categories are:
1. AHAs (alpha hydroxy acids)
2. BHAs (beta hydroxy acids)
3. PHAs (polyhydroxy acids)
For Dry or Mature Skin:
Recommend ‘lactic acid’ or ‘mandelic acid’, both AHAs known for their larger molecular structure and gentle action. They hydrate while exfoliating, improving radiance without stripping natural oils.
Example: A serum with 5–10% lactic acid, used 2–3 times weekly at night, can boost glow and smooth texture.
For Oily or Congested Skin:
‘Salicylic acid (BHA)’ is oil-soluble, allowing it to penetrate pores and dissolve sebum buildup. It’s ideal for clients struggling with blackheads, breakouts, or enlarged pores.
Example: A 2%-5% salicylic acid product, such as a cleanser, toner, serum or moisturizer can clarify skin and reduce inflammation.
For Sensitive or Compromised Skin:
PHA (gluconolactone or lactobionic acid) offers gentle exfoliation with added hydration and antioxidant benefits. These are perfect for those who find traditional acids irritating.
Example: A PHA-infused product, such as pads, moisturizer or night cream that hydrates while refining texture.
Pro Tip: During fall and winter, reduce exfoliation frequency. Skin is naturally drier and more vulnerable to sensitivity. Focus on barrier-supportive ingredients like ceramides and hyaluronic acid to balance exfoliation with nourishment.
Amber Kontos asks:
‘‘Retinol,
Vitamin C,
Niacinamide —
there are so many ingredients that can help improve the look of hyperpigmentation. We’re battling social media and Google over what’s best. How can I narrow down which is most effective?’’
You’re right — social media often oversimplifies complex skin chemistry. The truth is, ‘different ingredients work on different stages of pigment formation’, so the “best” depends on the client’s concern, tolerance, and goals.
Vitamin C (Ascorbic Acid):
Prevents pigment from forming by interrupting melanin production and offers antioxidant protection against UV-induced damage. Best for ‘dull, uneven tone’ and ‘early pigmentation’.
Example: A 10–15% stabilized vitamin C serum each morning before SPF boosts brightness and protects from environmental stressors.
Niacinamide (Vitamin B3):
Reduces the transfer of pigment between cells and supports barrier repair. Excellent for ‘sensitive or redness-prone’ clients who can’t tolerate actives like retinol.
Example: A moisturizer containing 5% niacinamide can calm irritation and even tone over time.
Retinol (Vitamin A):
Speeds up cell turnover and fades deeper pigment irregularities. Best for ‘photo-damage and stubborn postacne marks/hyper-pigmentation.
Example: Introduce 0.3%–0.5% retinol 2–3 nights weekly, layering over a barrier-supportive moisturizer.
FYI: According to Health Canada’s Cosmetic Ingredient Hotlist, the latest permitted levels for retinol and its esters in leave-on cosmetic products are:
• Up to 1.0% total retinol equivalents for “other cosmetics” (i.e., typical face creams/serums) that are not full-body lotions.
• For leave-on products intended for full body application, the limit is lower: 0.2% total retinol equivalents.
So in principle, face serums could contain up to ~1.0% retinol equivalents, though many won’t use the maximum due to formulation and skin tolerance considerations.
Pro Tip: For most clients, ‘combining ingredients’ in a layered or alternating routine yields the best results.
Use Vitamin C in the morning, and Retinol at night, while maintaining Niacinamide daily to strengthen skin and reduce irritation potential.
Anmol Arora asks:
‘‘How can I tell if my client’s skin barrier is compromised, and what’s the best way to help repair it?’’
The skin barrier is like the roof of the house — it keeps hydration in and irritants out. When it’s compromised, everything feels off balance.
Signs of a weakened barrier:
• Tightness, stinging, or burning after applying products
• Flakiness or rough texture
• Sudden sensitivity to formulas previously tolerated
• Redness or increased breakouts
Top causes: Over-exfoliation, harsh cleansers, overuse of actives, and cold, dry weather.
Repair Strategy
1. Simplify the routine: Pause strong actives (acids, retinoids, peels).
2. Rebuild with lipids: Look for ceramides, cholesterol, and fatty acids. Example: A ceramide-rich cream restores structure and moisture.
3. Hydrate deeply: Incorporate humectants like glycerin and hyaluronic acid. Drinking adequate amounts of water daily also helps hydrate the body from within.
4. Protect daily: Always recommend the use of a barrier-repairing SPF.
Pro Tip: Clients often say, ‘‘My skin feels dry, so I scrubbed harder.’” This is the moment to educate — more exfoliation isn’t the solution; repair is. Once the barrier is strong, the glow returns naturally.
Have a Beauty Question?
your questions to contact@ beauteschool.com with “Ask Us Anything” subject line. Your question could be featured in next month’s issue!
Beauty Advisor who participates will receive complimentary enrollment in the Beauty Advisor Certification Program (RBCP) — because your dedication to education deserves to be rewarded.
The Beauty Blueprint
Exploring the strategies, stories, and journeys of industry leaders.
Jennifer Bedard Vice President, Sales
Groupe Marcelle Cosmetics
Jennifer Bedard — Building a Career with Purpose and Passion
Each month, Beauty Blueprint celebrates the inspiring journeys of professionals who began their careers on the beauty counter and rose to shape the Canadian beauty landscape. Designed to motivate and empower Beauty Advisors, this feature showcases real career stories that prove passion, curiosity, and perseverance can lead to remarkable success.
In this edition, we spotlight Jennifer Bedard, Vice President of Sales at Groupe Marcelle Cosmetics — and winner of the 2025 ICON Beauty’s Best Award. From her beginnings as a part-time Beauty Advisor to her role as a respected industry leader, Jennifer embodies the spirit of growth, authenticity, and empowerment. Her story reminds us that every interaction at the counter can be the first step toward an extraordinary career in beauty.
Jennifer Bedard
1. How did you decide to work in the beauty industry?
I was a student working part-time as a promotional demo, beauty advisor on counter. I started on the front lines. I was drawn in by the energy, the artistry, and the confidence that beauty could unlock in others. What started as a seasonal, part-time job became a lifelong calling. I discovered that I had an incredible passion for the beauty industry.
2. Which position in your career had the most impact on you?
The role that had the most impact on me wasn’t just one – it was the accumulation of every position that built my understanding of what leadership really means. I began as a Beauty advisor learning the power of connection. As an Account Executive and Education trainer, I learned how I could influence and inspire. My time in Key Account Management taught me to think strategically and build partnerships that last. Each role added a layer that now defines me as a Vice President of Sales.
3. What did you do to develop yourself professionally to help you grow in your career?
I’ve always been intentional about personal growth. I made it a priority to step outside my comfort zone – to say yes to new roles
that stretched me. I sought mentors, questions and stayed curious. Learning at every stage – especially the tough moments. They provide the wisdom need to grow from, and eventually mentor others.
4. What are your key learnings as Sales at Groupe Marcelle?
Leadership is about clarity and connection. I believe the most effective leaders build trust. I’ve learned that empowerment performance — when people feel seen, valued, and trusted, they deliver beyond expectations. This fuels momentum powerful and rewarding.
5. How would you describe your leadership style?
My leadership style is rooted in trust, empowerment and accountability. I bold goals and galvanize my teams achieve them – removing roadblocks, encouraging curiosity and giving people space to grow. I am empathetic but audacious, strategic but human. I am helper of leaders, not a leader with helpers. believe great cultures are built when feel inspired, supported and confident their contributions truly matter.
6. What advice would you give a beauty advisor whose goal is work with a vendor as an account executive?
mentors, asked Learning tough wisdom you mentor as VP connection. build empowerment fuels seen, beyond momentum that is trust, set to roadblocks, people am a helpers. I when people confident that to is to account
‘‘I
am a helper of leaders, not a leader with helpers. Great cultures are built when people feel inspired, supported, and confident that their contributions truly matter.’’
My advice is to truly understand what it means to be a great beauty partner. It’s not only offering a great consumer experience but also understanding the business behind it. Learn how to balance service with strategy, partnership and results. Today we have more metrics than ever before. Learn how to interpret data, manage relationships, and tell the story behind the numbers. Most importantly, never lose the heart that brought you into the industry. The best executives are those who still remember what it feels like to make someone smile at the counter.
7. How do you balance your work and personal time?
I believe in being fully present where I am. When I’m at work, I give my all to my teams, partners and organization. When I’m home, I focus on my family and myself. I protect time to recharge — whether it’s swimming, reading something that inspires me, or catching up on a great new series. Balance isn’t about perfect symmetry; it’s about sustaining your energy for what matters most when you need to.
8. What are some of the greatest changes you’ve seen in the beauty industry?
One of the greatest changes has been the focus of authenticity – consumers look for trusted voices and peer recommendations more than ever. The explosion of digital
platforms allows our consumers and beauty partners to expand their voice and meet consumers wherever they are. Today beauty is more accessible and more conversational than ever before. This evolution keeps the industry endlessly exciting.
9. How important is educating the customer today?
Today’s beauty enthusiasts are informed, curious, and discerning. They expect transparency and value expertise. When we take the time to explain ingredients, performance, and application, we build trust. At Groupe Marcelle, education is part of our DNA. We see it as empowerment: helping consumers make confident choices.
10. What advice would you give to a beauty advisor who is just starting to work in the beauty industry?
Lead with passion and curiosity. Say yes to opportunities, even when they feel beyond your comfort zone. Ask questions, listen deeply, and learn from everyone — from your peers to your consumers. The beauty industry rewards those who combine artistry with agility. And most of all, never forget why you started: to make people feel seen, valued, and beautiful in their own skin. Today’s actions are the great milestones of tomorrow’s ICONS.
Jennifer Bedard’s journey is a powerful reminder that every role in beauty is a stepping stone toward leadership, purpose, and impact. Her story encourages every Beauty Advisor to stay curious, invest in their growth, and lead with heart. Because in this industry, success isn’t just built on sales—it’s built on passion, authenticity, and the confidence we inspire in others.
The Power of Quiet Leadership
By Mickey Tortorelli
How empathy and calm confidence inspire lasting influence.
In beauty, leadership often arrives dressed in confidence and charisma. Yet, some of the most impactful leaders in our industry don’t raise their voices — they raise others. Quiet leadership is not about being reserved; it’s about being ‘present’. It’s the ability to guide with empathy, listen with intention, and influence through integrity rather than authority.
‘‘Leadership is not about commanding; it’s about connecting’’
- Patricia Clare, National Training Manager at NEOSTRATA® Canada.
‘When you take time to listen, you empower others to grow. People remember how you made them feel more than what you told them.’”
- Patricia Clare, National Training Manager at NEOSTRATA® Canada.
That sense of connection sits at the heart of quiet leadership. Whether on the sales floor, in a training room, or across corporate boardrooms, leaders who embody calm confidence create environments where others feel valued and seen.
Elaine Shigeishi, Vice President of Sales and Marketing at Shiseido and Clé de Peau Beauté, leads by that example. ‘‘My leadership style is collaborative,’” she shares. ‘‘I value listening to different opinions, learning from others, advocating for my team, and leading by example. Success is never individual — it’s collective.’’
For Rayelyn Izzo, Beauty Manager at Shoppers Drug Mart, quiet leadership is about enthusiasm and empowerment. ‘‘I approach everything with excitement,’” she says. ‘‘If I see my team struggle, I find out what I can do to help them. Open communication is key — we learn and grow as a team.’”
Mickey Tortorelli, Founder of BeauteSchool and BE Magazine, reflects the same philosophy at scale: ‘‘Every great business I built began with seeing a need, researching its potential, and having the courage, determination, and mindset to make it happen.’” Quiet leaders, she reminds us, don’t chase attention — they build opportunity.
And from the next generation of field leaders, Emma Dans, Regional Sales Manager at Groupe Marcelle, echoes a timeless truth: ‘‘Love people first. Products matter, but relationships drive success.’”
Quiet leadership thrives on authenticity. It’s found in the calm of a Beauty Manager who supports their team without fanfare, the Trainer who builds confidence one Beauty Advisor at a time, and the Advisor who listens deeply to a client’s story.
As beauty professionals, when we lead with intention rather than intensity, we build teams — and customer relationships — that last. Because in the end, leadership isn’t about volume. It’s about vision, empathy, and the quiet courage to inspire through example.
Quiet Leadership in Action
How to Lead with Empathy, Presence, and Purpose
Quiet leadership isn’t about doing less — it’s about ‘leading with more awareness, empathy, and authenticity.’ These five practices show how calm confidence can elevate teams, customers, and culture across every level of the beauty industry.
Listen Beyond Words
Quiet leaders notice what others overlook — and turn insight into impact. 1 2 3 4 5
As Patricia Clare (NEOSTRATA® Canada) reminds us, “Leadership is not about commanding; it’s about connecting.”
In team meetings or client consultations, pause before responding. Listen not just to what’s said, but to how it’s said. Deep listening builds trust — the foundation of all influence.
Lead by Example, Not Volume
Elaine Shigeishi (Shiseido Canada) believes collaboration is the true measure of leadership: ‘‘Success is never individual — it’s collective.’’
Model the behaviour you want to see. Your calm tone, respect for others’ ideas, and steadiness under pressure set the standard for your team and your customers alike.
Build Confidence Through Compassion
Empower others the way Rayelyn Izzo (Shoppers Drug Mart) does: ‘‘If I see my team struggle, I find out what I can do to help them. Open communication is key — we learn and grow as a team.’’
Be approachable. Celebrate progress. When your team knows you care about their growth, they’ll rise with you.
Act with Purpose
Mickey Tortorelli (BeauteSchool & BE Magazine) reminds us that courage and clarity go hand in hand:
‘‘Every great business I built began with seeing a need and having the courage, determination, and mindset to make it happen.’’
Lead with Heart
Emma Dans (Groupe Marcelle) says it best: “Love people first. Products matter, but relationships drive success.”
Empathy and warmth aren’t soft skills — they’re the soul of effective leadership.
Quiet Leadership Mantra
‘‘True influence isn’t measured by how loudly you speak — but by how deeply you listen, and how gracefully you lead.’’
When Your “Why” Meets the Brand’s “Why”
By Mickey Tortorelli
In beauty, every interaction tells a story.
From the way you greet a client to the moment you place a product in their hand, your purpose shapes the experience. When your personal beliefs align with the deeper meaning behind a brand, something remarkable happens — selling becomes connection, and everyday conversations become memorable client moments.
How your beliefs enrich every brand story.
Beauty Advisors are the bridge between a brand’s promise and a client’s needs. Every brand carries its own mission — innovation, confidence, sustainability, or self-expression — and clients feel that mission most clearly when it is expressed through someone who truly believes in it. When your “why” supports the brand’s “why,” the experience becomes authentic, personal, and trusted.
Consider these scenarios:
Innovation & Results:
When introducing a serum known for its clinical performance, connect it to your dedication to education and results. Clients sense when you’re offering more than a product — you’re sharing knowledge that builds their confidence.
Emotion & Self-Expression:
When presenting a fragrance designed to stir emotion, link it to individuality or memory. You help clients discover scents that resonate with who they are, not just what they like.
Values & Sustainability:
When highlighting a sustainable or cruelty-free product, let your values come forward. Clients are drawn to advisors who stand for something meaningful and consistent.
Purpose-driven beauty begins with clarity — a moment in which you ask yourself, “What do I want this interaction to represent for my client?” That simple question guides your tone, your presence, and the way you tailor each recommendation.
In a marketplace overflowing with products, your beliefs — and how you express them — are what set you apart.
Key Takeaways
Aligning your personal purpose with brand storytelling strengthens authentic client trust.
Clients connect most deeply when they sense sincerity and genuine belief.
A purpose-led approach transforms sales into stories — and stories into lasting relationships.
Refine your client interactions with purpose, presence, and empathy through the RBCP® 2.0 Customer Service Experience Course — where authentic connection becomes your most.
By Alexandra Duz (She/Her)
MA, Registered Psychotherapist duzalexandra@gmail.com
Reset Rituals for the Winter Mindset
What do so many of us think of when we visualize the Winter months - cold, stillness, darkness. It’s the season where many of us feel disconnected, lethargic, and sullen. Yet Winter offers us a space to pause, an invitation to retreat, to go inside and reconnect with the self - if we choose to accept of course!
Winter symbolizes death, an ending, yet through nature, we see how life is eternal and can continue to thrive during these cold, dark months. Winter can also symbolize purification as our land becomes blanketed and cleansed by snow. And rebirth, as we celebrate the Winter Solstice, marking the return of daylight hours and the coming of spring.
In Southern Ontario, our winters may seem long and drawn. However, a few months of reconnection with the self, loved ones, and planting seeds for the upcoming year, can be a purposeful and nourishing way of spending this season, preparing us for new beginnings come Spring time.
Here are some rituals or activities you and your family can share in this Winter as a way of reconnecting with self, nourishing relationships, and relishing in nature:
1. Decorate your home with intention: Evergreens, holly, pinecones, wood, and candles are a great way of bringing life and light into your space during the winter months.
2. Plant seeds:
Consider coming back to meditation or make self-reflection a more consistent part of your self care practice - practice gratitude, visualize and journal your dreams, and plant seeds of intention. It is not yet the time to take action, but to reflect and reconnect with your heart’s desires and purpose.
3. Invite in warmth and nourishment:
Brew and drink herbal teas, prepare wholefood soups and stews, enjoy warm baths with oils/essential oils and epsom salts, burn candles, cozy up by a fire. Nourish your hair and skin. Hot yoga is an excellent form of movement to incorporate during this time.
4. Accept the invitation to slow down and rest: Prioritize sleep, thoughtful connections over frequent connections - think cozy get together’s where friends and family can connect over food, games, and conversation. Celebrate holidays mindfully - consider prioritizing rest and meaningful connection over the holidays rather than overconsumption and a busy calendar.
5. Spend time outside:
The cold does wonders for our nervous system. Though the winter is a “yin” season - meaning we slow down, we still want to feel energized and alive of course! Going for a brisk walk, engaging in a winter sport, or even playing in the snow are therapeutic ways of connecting with nature and invigorating your mind and body. We still need sunlight to feel our best - the winter months are no exception.
Finding Purpose in the Pause
By Mickey Tortorelli
How reflection renews our energy, our empathy, and our why.
In beauty, we are givers by nature. Each day, Beauty Advisors share energy, creativity, and care with every client who walks through the door. We listen, we uplift, we help others feel beautiful — often before we stop to refill our own cup. But true excellence doesn’t come from endless giving; it comes from taking a moment to pause, breathe, and reconnect with our purpose.
The pause isn’t a break from progress — it ‘is’ progress. When we step back to reflect, we sharpen our focus, renew our motivation, and strengthen the meaning behind our work. Reflection allows us to realign our “why” — the personal reason we chose a career in beauty in the first place.
For some, that purpose is helping others feel seen and confident. For others, it’s the artistry of transformation or the science of skin health. Whatever your reason, reconnecting with it regularly is essential. When you act from purpose rather than habit, every consultation becomes more intentional, every product recommendation more thoughtful, and every customer experience more genuine.
When you act from purpose rather than habit, every interaction becomes meaningful.
The pause isn’t a break from progress — it’s the heartbeat of growth.
Pausing to reflect doesn’t require hours — just presence. A few quiet moments before your shift, a deep breath between clients, or a brief reflection at day’s end can shift your mindset entirely.
Ask yourself: ‘What moments today made me feel proud? When did I see my purpose in action?’
Purpose isn’t something you find once; it’s something you return to again and again. As the season slows and the year winds down, give yourself permission to pause. Because when you refill your own energy, you serve others with more grace, patience, and authenticity.
The beauty industry thrives on movement, but true mastery is found in the stillness between — the moment you realign, refocus, and remind yourself why you began. That quiet intention is what transforms a good Beauty Advisor into an unforgettable one.
Try this journaling exercise:
What moments this year made you feel most alive in your role?
Write down three. Reflect on what those moments have in common — they’re the clearest signs of your purpose in action.
Purpose isn’t found once; it’s rediscovered every time you take a breath and reflect.
The Art of Stillness:
Shiseido’s Future Solution LX
As the year draws to a close, we find ourselves craving stillness - a pause to reflect, restore, and reconnect with purpose.
Shiseido’s Future Solution LX invites us into that space of calm presence, transforming skincare into a mindful ritual of renewal.
Rooted in centuries of Japanese wisdom, Future Solution LX embodies the harmony between nature and self. Each formula is crafted with intention, and infused with precious ingredients harvested at specific times of the year, when their potency is at its peak. It’s a reflection of Shiseido’s deep respect for nature’s rhythms and the belief that true beauty flourishes through balance, patience, and care.
At the heart of the collection lies the Enmei Herb Extract, a precious botanical discovered on sacred Mount Koya and known to enhance skin’s resilience and longevity. Combined with the Skingenecell Enmei Complex, it helps to awaken skin’s regenerative power, restoring radiance from within.
This philosophy comes to life through the Otaku Facial, an immersive Future Solution LX treatment inspired by the art of stillness. The ritual encourages us to slow down, breathe deeply, and be fully present in the moment, a rare luxury in a world that seldom pauses. Through thoughtful touch and the restorative power of the line’s indulgent textures, the experience renews both skin and spirit.
At home, the Total Regenerating Cream and Total Protective Cream continue the cycle, repairing overnight, protecting by day, symbolizing the seamless rhythm of rest and purpose.
In stillness, we find clarity. In care, we find renewal. With Future Solution LX, Shiseido reminds us that beauty is not only how we look, but how we move through the world. Calm, grounded, and in harmony with ourselves.
Dear beauty expert,
We invite you to explore “Discover SHISEIDO” and sign up to become a member. It only takes 6 steps!
Instructions to register:
1. Scan QR code to begin
To gain access, use these credentials:
2. Username: discover.ca-en
3. Password: DCE-Jkw3
4. Click on “YES” to register
To create your profile:
5. Fill in the registration form
6. Check your email for a link to log in again
Cher spécialistes beauté
Nous vous inviton à découvrir «Discover ShiSeido» et à vous inscrire pour devenir membre. Cela ne prend que 6 étapes!
Instructions pour l’inscription:
1. Scanner le code QR pour commencer
Pour obtenir l’accès, utilisez ces informations d’identification:
2. Nom d’utilisateur: discover.ca-fr
3. Mot de passe: DCF-KwPx
4. Cliquez sur «OUI»
Pour créer votre profil:
5. Remplir le formulaire d’inscription
6. Vérifiez votre e-mail pour obtenir un lien qui vous permettra de vous reconnecter
The Power of Renewal
No one understands the power of renewal more than NEOSTRATA®.
The simple name ‘‘Neo’’, meaning ‘‘new’’, and ‘‘Strata’’, meaning ‘‘layers’’, truly says it all from the very beginning. For over 50 years, we’ve pursued one defining truth: when when science is sound, it works beautifully.
From pioneering the universal use of AHAs to engineering PHAs, our discoveries have not only transformed skin renewal but expanded its reach— making the power of acids not only accessible but usable to the world. Not through shortcuts, hype, or surface-level claims, but through discovery that runs deep—molecule by molecule, cell by cell.
Our customers know they need to exfoliate, but they are still relatively unclear as to why. Remind them that as we age, the beautiful art of renewal, that 28-day cellular turnover rate, begins to slow. Even by puberty and onward, that dynamic renewal process becomes lethargic and erratic. This is what brings many customers to see us at the counter. Their skin is feeling dry, looking dull, or losing clarity. They may be seeing the presence of fast-approaching fine lines and wrinkles earlier than planned. Many times, they are simply trying to cover the skin with colour cosmetics, not understanding the problem they are facing.
Unlike using physical exfoliating methods like scrubs, polishes, or grains that remove top layers of skin cells with no discrimination, Alpha Hydroxy Acids (AHAs) and Polyhydroxy Acids (PHAs) do discriminate—sloughing away only dead surface cells that are no longer of any use. Now, we have the ability to take control over our skin’s health! Aging, stress, and environmental damage all slow down the natural renewal process. Excitement around skin renewal comes from knowing that it is possible to counteract these factors and enhance the skin’s natural ability to regenerate.
With NEOSTRATA®, we invite customers to get ready to see tangible results that they can see and feel in just three days!
Smoother, brighter skin:
By shedding the top layer of dead, dull cells, the skin’s surface becomes smoother, revealing the fresh, new skin beneath.
More even tone:
The process helps fade skin discolorations, such as age spots and sunspots, leading to a more uniform and radiant complexion.
Reduced wrinkles and fine lines:
Renewed skin is thicker and produces more collagen, which fills out fine lines and wrinkles for a more youthful appearance.
Fewer breakouts:
A healthy cell turnover rate prevents pores from getting clogged with dead skin cells and excess oil, reducing acne breakouts.
Here are a few products to ignite conversations on the exciting power of renewal:
Glycolic Renewal Smoothing Lotion
– Resurface skin from head to toe! Give your face, body, and hands the five-star glycolic treatment with this lightweight, exfoliating body lotion.
Smooth Surface Glycolic Peel – An advanced, at-home chemical peel formulated with 10% Glycolic Acid to exfoliate, clarify pores, refine skin texture, and improve skin tone.
PHA Daily Moisturizer – This 4% Polyhydroxy Acid (PHA) anti-aging moisturizer lightly exfoliates and improves skin texture and radiance.
Explore the NEOSTRATA collections
—from our legacy AHA-powered RESURFACE line to our PHA-rich RESTORE range. Each NEOSTRATA collection offers the perfect exfoliation choices for your customers.
Learn more about NEOSTRATA® innovations, training, and product education by visiting the NEOSTRATA Training Hub.
PHA Renewal Pads – Get prepped to glow! Swipe on these pre-soaked 4% PHA tonic pads for the face postcleansing to balance, reset, and prime your skin for the rest of your skincare routine.
The Feel Better Series:
PostTreatment Nutrition
“
I have been struggling with what to eat to prevent reoccurrencethe 80/20 was soooo helpful in helping me be kinder to myself!
A change of mindset!
”
- Emily R., Workshop Participant
Lisa Horne
For more than 30 years, we have delivered our core workshop for women, addressing the appearance-related effects of cancer treatment. Over the years, we’ve added new workshops for teens and another for men, plus one on breast forms and garments. But studies reveal a gap in our healthcare system for individuals completing cancer treatment who are seeking psychosocial support. The need for emotional and practical support does not end when treatment is over.
LGFB teamed up with long-time LGFB
Volunteer Lisa Horne, who is also a cancer coach and registered holistic nutritionist, to design the Post-Treatment Nutrition session, featuring the fundamental principles of a well-balanced diet, immuneboosting foods, and nutrition insights. Our first workshop attracted 529 people. Post Treatment Nutrition is part of our Feel Better Series, specifically aimed at people near the end of or after treatment. We develop our workshops with our four guiding principles in mind: Empathy, Education, Empowerment, and Equity.
Our program provides simple steps and clear information, and, most importantly, it empowers individuals by giving them control and tools to make informed decisions. This includes simple approaches like the 80/20 rule, encouraging mindfulness 80% of the time while enjoying favourite snacks without fear or guilt occasionally (the other 20%).
Feedback from our surveys and the diverse group of participants from across Canada attending our monthly sessions have demonstrated positive outcomes. For instance, one survey participant shared that the 80/20 rule helped her “show kindness to herself and shift her mindset”.
In 2024, the Feel Better Series will continue with additional Post-Treatment Nutrition workshops as well as new topics and speakers.
The Beauty of Belonging
By Mickey Tortorelli
Across Canada — from the bustling counters of downtown Toronto to the quiet corners of small-town Alberta — Beauty Advisors share something powerful in common: connection. It’s a connection built on care, confidence, and community — the kind that reminds us that beauty is more than skin deep. It’s about belonging.
At BeauteSchool, belonging is at the heart of everything we do. Through our education ecosystem — BE Magazine, the BeauteSchool Learning Management System, and the Retail Beauty Advisor Certification Program® 2.0 — we bring together a national network of Beauty Advisors who are committed to learning, growing, and lifting one another up.
Whether you’re discovering new skills through online courses, reading inspiring stories in BE Magazine, or earning your Certified Beauty Advisor designation, you’re part of something bigger — a Canadian movement that celebrates education, empowerment, and excellence in beauty retail.
Every day, Beauty Advisors across the country create moments of joy and confidence for their clients. You listen, you teach, you transform. You make clients feel seen. You are the heart of our industry — and the reason BeauteSchool exists.
The beauty of belonging is knowing that you’re not alone on this journey. Together, we’re building a community that supports growth, recognizes achievement, and inspires purpose. As the year winds down, take pride in how far you’ve come — and know that wherever you are in Canada, your BE community is right there with you.
As we look ahead to a new year, we want to thank you — our readers, learners, and partners — for your support, love, and contribution to BE Magazine. Your passion and participation are what make this community thrive.
In 2026, we’re excited to continue building opportunities that celebrate and strengthen the Canadian Beauty Advisor community — including the launch of our Annual BE Beauty Advisor Insights Survey, a new Mentorship Program designed to connect emerging and experienced beauty professionals, and the continued evolution of our RBCP® 2.0 Certification Program, helping Beauty Advisors across Canada grow with purpose and pride.
Join the growing community of Certified Beauty Advisors through the RBCP® 2.0 Certification Program — and discover the true beauty of belonging.
Key Takeaways
Belonging is the foundation of confidence, growth, and connection in beauty retail.
The BE ecosystem — BE Magazine, LMS, and RBCP 2.0 — empowers Beauty Advisors across Canada.
Every Certified Beauty Advisor contributes to a national community of learning and purpose.
SUBSCRIBE TO BE MAGAZINE
The Art of Intentional Service
By Mickey Tortorelli
Why slowing down, listening deeply, and leading with empathy create lasting customer connections.
In the beauty industry, service is often measured by speed, efficiency, and the number of customers we help in a day. But beneath the surface of every quick transaction lies something deeper — an opportunity for connection. True excellence in retail doesn’t come from rushing to the next sale; it comes from slowing down enough to listen, understand, and make each interaction meaningful.
Intentional service begins with presence. It’s the quiet confidence of a Beauty Advisor who greets a client not just with a smile, but with genuine attention. It’s pausing long enough to notice the small cues — the hesitation in a customer’s tone, the way their eyes light up when they feel seen. When we bring mindfulness to our consultations, we transform them from product demonstrations into personal experiences of care and trust.
In the beauty industry, service is often measured by speed, efficiency, and the number of customers we help in a day. But beneath the surface of every quick transaction lies something deeper — an opportunity for connection. True excellence in retail doesn’t come from rushing to the next sale; it comes from slowing down enough to listen, understand, and make each interaction meaningful.
Intentional service begins with presence. It’s the quiet confidence of a Beauty Advisor who greets a client not just with a smile, but with genuine attention. It’s pausing long enough to notice the small cues — the hesitation in a customer’s tone, the way their eyes light up when they feel seen. When we bring mindfulness to our consultations, we transform them from product demonstrations into personal experiences of care and trust.
Listening deeply is the heart of intentional service. It means asking open-ended questions, letting silence breathe, and hearing what’s said — and unsaid. A client might come in looking for a lipstick, but behind that request could be something far more personal: a boost of confidence before an interview, a desire to feel radiant again after a difficult time. When we tune in with empathy, we meet needs that go beyond the surface.
This kind of service requires slowing down, but it doesn’t mean doing less. It means doing better — aligning our expertise with authenticity. In a world of constant noise and instant gratification, being truly present becomes an act of leadership. Customers remember how you made them feel long after they forget the lipstick shade name.
Intentional service is not about perfection; it’s about purpose. It’s a reminder that beauty is relational — it’s shared between Beauty Advisor and client, moment by moment. When you take a breath before your next consultation, ground yourself, and listen with intention, you’re not just selling a product or representing a brand, you’re creating a space where someone feels seen, valued, understood, and empowered.
Because the real artistry of our profession isn’t just in the makeup brush or skincare regimen — it’s in the mindful connection between people. That is the quiet power of serving with purpose.
3 Ways to Bring More Intention to Every Consultation
Pause Before You Begin: Take one deep breath before greeting your client — it centers you and sets the tone for authentic connection.
Listen Between the Lines: Notice body language, tone, and mood; they often reveal what your client truly needs.
Close with Gratitude: End each consultation by acknowledging your client’s trust — a simple ‘‘thank you’” builds lasting loyalty.
PARTNERSHIP ANNOUNCEMENT
Jouviance X BeauteSchool
BeauteSchool is proud to announce its new partnership with Jouviance, with the launch of the Jouviance Connect Learning Management System (LMS), available December 2025.
Together, we are bringing best-in-class Jouviance education to Beauty Advisors and Cosmetic Managers across Canada through our award-winning LMS and education programs. As experts in education and beauty, BeauteSchool is committed to delivering the highest standard of digital learning in the industry, ensuring every advisor has the knowledge, confidence, and tools to elevate their client experience.
Representative.
A Year in Reflection:
By Mickey Tortorelli
What 2025 Taught Us
As the calendar turns and we pause in the quiet of winter’s stillness, it’s time to look back — with gratitude for where we’ve been and clarity for where we’re going.
At BeauteSchool, 2025 was a year of growth, connection, and community, built on collaboration, innovation, and purpose.
This year, our flagship publication, BE Magazine, continued to serve as “the beauty advisor’s bible,” educating over 17,000 Canadian beauty professionals through expert-led features, brand partnerships, and career stories that inspired action. We heard from countless readers who shared how BE has become part of their monthly routine — ‘‘a trusted voice that keeps us connected and motivated’’, as one Beauty Advisor put it.
We also saw the incredible success of our Retail Beauty Advisor Certification Program® (RBCP 2.0), as new graduates across Canada earned their Certified Beauty Advisor designation.
This year, we proudly celebrated the first-ever Shoppers Drug Mart store where every Beauty Advisor is working toward RBCP certification — a milestone that represents true commitment to excellence. Learners shared heartfelt feedback about how the program has boosted their confidence, improved their client consultations, and reignited their sense of purpose.
Our educational ecosystem also grew through collaboration. In 2025, we welcomed new brand partners — Groupe Marcelle and Sosen Inc. — both committed to elevating beauty education in Canada.
We also celebrated our partners’ incredible wins at the Beauty’s Best Awards, including NEOSTRATA®’s Intensive Eye Therapy, which proudly earned the “I Recommend” Product of the Year award, and Jennifer Bédard, Vice President of Sales at Groupe Marcelle, who was honoured with the prestigious ICON of the Year award.
And, of course, we couldn’t reflect on this year without celebrating you — our learners, partners, and readers — who helped BeauteSchool earn over 15,000 5-star reviews across our platforms. Every review, message, and comment reminds us that education has the power to inspire change, one Beauty Advisor at a time.
This year taught us that purpose-driven education matters more than ever. That Beauty Advisors don’t just want information — they want connection, community, and confidence. We learned that mentorship fuels growth, that recognition builds motivation, and that listening — truly listening — is how we continue to evolve.
As we head into 2026, we’re carrying those lessons forward with renewed purpose. We’ll continue to refine the RBCP 2.0, expand mentorship opportunities, and grow our partnerships to ensure that every Beauty Advisor feels supported, valued, and inspired.
Thank you for being part of this journey — your dedication, your voice, and your belief in the power of education make it all possible.
Let’s step into 2026 together — clearer in purpose, stronger in skill, and united in community.
WithLove