expert ADVICE
Building a Beauty Blog: Engaging Content Ideas to Attract New Customers
How to Leverage Content Marketing for Your Beauty Business
In the beauty industry, staying topof-mind with customers is key to long-term success. One of the most effective ways to keep your brand visible and connect with customers is by starting a beauty store blog. Not only does this allow you to provide valuable content to your customers, but it also helps improve your search engine rankings, drawing new visitors to your website. A blog creates an opportunity to share product knowledge, beauty tips, tutorials, and industry trends. It positions your beauty store as an expert in the field while driving more organic traffic to your site. Over time, your blog will build credibility, trust, and a loyal audience. A blog can be a game-changer for your store, offering more than just product promotions—it’s about building a community around your brand.
Why a Beauty Blog Matters
Content marketing is an essential tool for building your brand’s identity and voice. A well-maintained blog allows you to demonstrate your expertise, show behindthe-scenes glimpses of your store, and engage customers on a personal level. When customers see your store as a trusted source of information, they’re more likely to buy from you and recommend your products to others.
Additionally, blogs give you the flexibility to address your audience’s pain points, whether that’s finding the right foundation for their skin type or understanding the best skincare routine for specific concerns. By
offering useful, actionable advice, you turn your blog into a go-to resource for beauty solutions.
Content
Ideas for Your Beauty and picture on right Blog
team. This creates a more personal connection with your readers.
5. Seasonal Beauty Tips
1. Product Guides & Reviews
Create in-depth guides on your best-selling products, detailing how they work, who they’re best for, and why your customers love them. Consider adding video reviews and tutorials for a more interactive experience.
2. Skincare Routines for Different Skin Types
Educate your customers on how to create skincare routines tailored to their specific needs—whether they have oily, dry, sensitive, or combination skin.
3. Makeup Tutorials and Trends
Offer step-by-step makeup tutorials or seasonal beauty trend guides. These posts not only help customers learn new techniques but also encourage them to purchase products they might need for those looks.
4. Behind-the-Scenes of Your Beauty Store
Share the story behind your store, highlight the brands you carry, and introduce your
Offer advice on adjusting skincare and beauty routines for different seasons, such as protecting skin in winter or prepping for summer sun.
6. User-Generated Content and Customer Stories
Feature customer testimonials, success stories, or photos of them using your products. This social proof can help build trust and encourage new customers to try your products.
The Benefits of a Beauty Store Blog
• Increased Web Traffic: Regular, relevant content helps improve your SEO rankings, bringing in new visitors from search engines.
• Customer Trust and Engagement: Offering valuable insights creates a loyal community and strengthens your relationship with customers.
• Opportunities for Social Sharing: Blog posts can easily be shared on social media, extending the reach of your content and attracting new customers.
TOPPIK 3-IN-1 Hair Line Filler: Your Customers Can Correct and Perfect Their Hairlines Instantly
Hair thinning and receding hairlines are struggles that millions of people face worldwide—affecting confidence, style choices, and even the way we show up in our daily lives. While the beauty industry offers countless solutions, few deliver instant, natural results without complicated routines or expensive treatments.
That’s where TOPPIK stands out. As a leading innovator in hair care solutions, TOPPIK has built a reputation for empowering individuals to look and feel their best with products that actually work. The 3-IN-1 Hair Line Filler is one of those trusted favorites, offering immediate results that correct, perfect, and fill hairlines in seconds. Designed with diverse hair needs in mind, this formula blends seamlessly to create fuller, more defined hairlines—helping people everywhere regain confidence with just one application.
The 3-IN-1 Hair Line Filler combines three benefits in one:
1. Corrects uneven or thinning hairlines
2. Perfects the look with natural pigments and seamless coverage
3. Fills instantly, leaving hairlines fuller and more defined
Whether for everyday confidence or special occasions, this easy-to-use solution is a must-have for anyone seeking a quick, effective way to enhance their look.
Key Selling Points
Here are some key selling points to drive sales in-store and online:
Product Talking Points for Customers:
• Instantly fills thinning or uneven hairlines for a natural finish
• Lightweight and long-lasting—stays put all day
• Blends easily with all hair types and textures
• Available in multiple shades to match diverse customer needs
• Perfect for salon professionals to recommend as a retail add-on
Marketing & Sales Opportunities for Beauty Supply Owners:
• Demonstration Advantage: Show before-and-after results in-store or via short social media clips to highlight instant transformation.
• Cross-Promotion: Bundle with edge control, hair fibers, or styling gels for upselling opportunities.
• Retail Visibility: Place near checkout counters or in hair care aisles with bold signage featuring the tagline.
• Social Media Tie-Ins: Share customer selfies or stylist testimonials using hashtags like #TOPPIKHairline and #PerfectYourHairline.
• Community Engagement: Encourage local stylists to demo the product during in-store events or virtual tutorials.
BEFORE
THE INSIDER’S GUIDE TO EFFORTLESS BEAUTY
Effortless beauty starts with products that perform. From skin-refreshing masks to moisturerich lotions and curl-enhancing must-haves, these top picks prove that true radiance comes from smart, ingredient-driven care.
Aztec Secret Indian Healing Clay
Aztec Secret Indian Healing Clay is a deep pore cleansing facial, hair, and body mask. It is 100% Natural Calcium Bentonite Clay that’s great for facials, body wraps, clay baths, foot soaks, hair masks, chilled clay knee packs, insect bites, and more.
Tahitian Vanilla Moisture Drenching Body Lotion
Your customers can hydrate and protect their skin with moisture-drenching Tahitian Vanilla for soft, silky skin. It has 48-hour moisture, is dermatologist approved, and vegan friendly.
Free of parabens, phthalates, mineral oil or dyes, this creamy and cozy vanilla fragrance has hints of vanilla bean and caramelized sugar which bring subtle sweetness and layers of depth for a familiar aromatic embrace.
Tea Tree Oil & Rosemary Pre-Shampoo Scalp Scrub
A hypoallergenic and dermatologist approved hair scrub that deeply cleanses by exfoliating product buildup from the scalp, smoothing out dry skin and nourishing strands. This non-stripping, sugar-based scrub is infused with tea tree oil and rosemary to gently exfoliate the scalp – removing dry flakes, excess oil, product buildup and dead skin cells. It provides soothing relief to a dry, itchy scalp, leaving it feeling clean, rebalanced and refreshed.
ORS Olive Oil Braidzone Edge & Braiding Gel
This non-greasy conditioning gel has a firm hold formulated to set braided styles in place, smooth edges and tame frizz while promoting healthy hair with Lavender Oil, Acai Oil and Biotin.
THERMAL PRESSING COMB
Aunt Jackie’s Curls & Coils Continues to Define the Standard in Textured Hair Care
Rooted in natural ingredients like flaxseed, shea butter, and coconut oil, Aunt Jackie’s products are free of sulfates, parabens, and mineral oil—making them a top choice for health-conscious shoppers. The line includes targeted solutions that cleanse, hydrate, define, and protect natural hair, offering something for every stage of a curly hair routine.
Some of the Top Products Include:
Don’t Shrink
Elongating Curling Gel:
Powered by flaxseed and wheat protein, this gel defines curls and reduces shrinkage without crunch or flakes— making it a best-seller among naturalistas seeking elongation and shine.
Quench Moisture
Intensive Leave-In
Conditioner: Infused with marshmallow root and shea butter, this creamy leave-in deeply hydrates and detangles dry, thirsty curls.
Coco Wash Coconut
Milk Conditioning
Cleanser: A gentle co-washing formula that cleanses without stripping natural oils, ideal for those who shampoo less frequently.
Curl La La Defining
Curl Custard: A musthave styler that delivers long-lasting hold and definition for twist-outs, braid-outs, and wash-andgo styles. Lightweight and easy to use.
For senior leaders, the challenge lies not only in articulating these principles but also in ensuring they permeate every aspect of the organization. Here are some practical steps to integrate guiding principles into the fabric of your company:
1.
Conduct a Thorough Review
Begin by examining your existing purpose, vision, mission, and values. Are they still relevant? Do they resonate with the current market environment and the goals of your team? As the business landscape evolves, so too should these guiding elements. It may be time to refresh the language and the concepts to ensure they reflect the contemporary challenges and opportunities you face.
2. Engage Your Leadership Team
The process of defining or refining guiding principles should be a collaborative effort. Engage your senior leadership team in open, honest discussions about what your organization stands for and where it is headed. This collaborative approach not only garners diverse insights but also ensures that the resulting principles are embraced by the entire leadership team.
3. Communicate Consistently and Clearly
Once your guiding principles are defined, communication is key. They should be more than just words on a page or a slide in a boardroom presentation—they must be woven into the everyday language and actions of your organization. Ensure that every team member understands the “why,” “what,” and “how” of your guiding principles. Use internal communications, training sessions, and leadership examples to reinforce these concepts regularly.
4. Align Policies and Practices
It is not enough to simply state your guiding principles; they must be reflected in your policies, procedures, and practices. Whether it’s in hiring, performance reviews, decisionmaking processes, or customer interactions, every aspect of your organization should embody your core values. This alignment ensures consistency and reinforces the behaviors you want to see across the board.
5. Measure and Adapt
While guiding principles provide a stable foundation, the way they are implemented must evolve with your organization. Establish metrics and feedback mechanisms to assess how well these principles are being lived out. Regular reviews and adjustments can help you stay aligned with your goals and ensure that your guiding principles continue to drive the desired outcomes.
The Imperative for Senior Leaders
For those of you in senior leadership roles, the responsibility of defining and upholding strong guiding principles cannot be understated. In a world where only a fraction of businesses manage to thrive over the long term, the difference often lies in the clarity and consistency of our internal foundations.
You can challenge yourself to look beyond short-term wins and focus on building an organization that is robust enough to weather the storms of economic cycles, market disruptions, and technological changes. By grounding your strategies in a well-defined purpose, a compelling vision, a practical mission, and steadfast core values, you set the stage for enduring success.
A Call to Enduring Excellence
When the inevitable changes occur, these organizations can pivot without losing sight of their core identity.
The statistics speak for themselves. When only 25% of businesses survive beyond 15 years and a mere 1% reach significant revenue milestones*, the path to longevity becomes one of disciplined strategy and unwavering commitment. These numbers are not just data points—they are a call to action for senior leaders to invest in the foundation of their organizations.
Meet Susan Quinn
Now is the time to evaluate your foundation. Is your purpose clear? Are your values visible in action, not just on paper? Do they inspire your team and build trust with your clients?
In a world of constant change, enduring organizations are anchored by principles that don’t shift with trends. By intentionally embedding purpose, vision, mission, and values into every layer of the business, you can go beyond weathering disruption—you’ll lead through it.
Susan Quinn has worked for 30+ years with Fortune 500 to middle market firms across the country developing strategies that spur growth. As CEO of circle S studio, she supports companies in their quest to ‘better their best’ and brings a keen understanding of how to create a winning strategy. Quinn is the author of Does Your Business Show Up or Stand Out?, a leader’s playbook for implementing the nine traits. For more information, please visit www. circlesstudio.com/business-playbook.
BY TROY HARRISON
THINGS YOU MUST KNOW ABOUT SELLING TO YOUNGER BUYERS
SALESPEOPLE ARE GETTING OLDER. BUYERS ARE GETTING YOUNGER. YOU HAVE A DISCONNECT.
In raw terms, the average age of a professional B2B salesperson in the United States is 47.1 years old. Fifteen years ago, that number was 42, so the sales profession is graying. Meanwhile, the average age of a B2B purchasing agent right now is 36 years old. In fact, according to a 2024 survey, Millennials (aged 29 to 44) make up to 73% of B2B buying decisions.
While an eleven-year age gap doesn’t sound like much, it can be a chasm as wide as the Grand Canyon. Society underwent significant cultural and technological changes between the
The
Braiding Gel
GO READY
tail end of Generation X and the leading edge of the Millennial generation, and those changes greatly impact what Millennials want and expect from salespeople and from the companies that employ them. Generation Z, which is coming behind the Millennials, have the same tendencies – just amplified. In this case, “younger buyers” refer primarily to Millennials and Z’s.
This doesn’t mean that you have to age-match; Millennials and Z’s will certainly engage with, and buy from, more seasoned salespeople. What it does mean is that you have to stylematch. In other words, you need to sell the way they want to buy. While this seems intuitive – and it is – it means that some salespeople who were acculturated to different methods of selling and different buyer expectations have to do some serious adapting to stay relevant. Here are three things that you must know about style-matching in order to sell to younger buyers:
1. Younger buyers flip the relationship-building script. The conventional way to build a relationship with a buyer was pretty simple. You’d walk into the office, look around for family pictures, hobby pictures, college diplomas, or other clues as to the buyer’s personal life, and then you’d start a conversation based upon those interests. This approach has become so hackneyed that it has a name: “Fish on the wall” selling. “Hey, you like to fish? I like to fish, too! Let’s talk about fishing and then I know you’re going to want to buy from me.”
completely. Younger buyers are business-first. They aren’t going to schedule an appointment to talk football for 30 minutes. Instead, you get the appointment by telling them how you can help them do their jobs better. Then, when you get in the door, you get to the point with great business-focused questions and showing them that you can help them do business better. If you are able to actually solve their business needs, then they are open to lunch, drinks, golf, or personal conversations. For salespeople used to the old ways, this is a significant but very important shift – but it’s one that you must make in order to succeed.
It sounds a little disingenuous because it is. Salespeople have, for generations, been starting conversations about personal issues that they didn’t really care about. That’s because, for generations, you had to find the personal connection first, bond over it, and then you had earned the right to talk business. Younger buyers flip that script
2. Younger buyers demand versatility in communication. “All these younger buyers want to do is text! They don’t want to have phone calls!” That’s a common complaint from older buyers. The solution? Get good at texting. Learn how to send a persuasive, grammatically correct (yep, that’s important) message in 240 characters or less. That’s hard for salespeople who are used to lengthy phone conversations or meetings, or for that
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matter, who write long emails. The good news is that tools are available to help you with this. AI apps like ChatGPT or Claude.ai are very good at distilling longer communications down to their essence while retaining persuasive ability. You just have to be able to write good AI prompts and edit when necessary.
Texting isn’t the complete solution, however. Younger buyers have a variety of preferred platforms, and what works well for one might not work well for another. Video conferencing ability is mandatory – and not just one platform. Become
conversant with Zoom, Teams, and Google Meet. And other tech is on the way. If your buyer says, “I want to talk on WhatsApp,” don’t be the salesperson who has to say, “What’s that?” Younger buyers respect adaptability, especially when it’s coupled with experience and expertise.
(or email or text). “Looking legitimate” is more than just having a profile on LinkedIn. You need a good professional headshot, “about me” verbiage, a complete professional history, and some activity (i.e. posting and engagement). Recommendations and a strong network are a definite plus. If you aren’t using LinkedIn as a professional tool, you won’t be taken seriously.
LinkedIn isn’t enough. You also need to be aware of other ways buyers can research you. Do you know what your company’s Google reviews say? Your buyer probably will – and you’d better have explanations for recent bad reviews.
3. Younger buyers are social media savvy – you had better be, too. Buyers today have a variety of ways of learning about you and your company, and social media is one of their primary tools. If you leave a prospecting message for a younger buyer, be aware that there is about a 1 in 3 chance that the buyer will look you up on LinkedIn before that buyer thinks about calling you back. And if you don’t look legitimate on LinkedIn, you’re not going to get that call
Meet Troy Harrison
Here’s the exception to the “younger buyers” rule: Many older buyers are learning from, and copying, habits of younger buyers. That means that you can’t just stereotype by age – you have to be versatile, smart, and adaptable to buyer needs, no matter what age they are.
If you don’t keep pace with changes in buyers, you’re just going to be the old guy yelling, “Get off my lawn!” Nobody buys from that guy anymore.
Troy Harrison is the Sales Navigator, a speaker, and the author of “Sell Like You Mean It” and “The Pocket Sales Manager.” He has trained salespeople from 23 different countries who live on three continents and has spoken all over North America and Europe. He helps companies navigate the Elements of Sales on their journey to success. He offers a free 45-minute Sales Strategy Review. To schedule, please visit www.TroyHarrison.com/ssr.
GODDESS STRENGTH
CURL RESTORATION BONDING PRE-WASH
DRIVING GROWTH THROUGH CONSUMER INSIGHT:
JONATHAN ROBERTS ON SALES LEADERSHIP, INNOVATION, AND INSPIRING STYLE STORIES AT ESTYLE
This month’s Day in the Life feature spotlights Jonathan Roberts, Director of Sales at Estyle. With a mission to “inspire everyone to shape their own style story,” Jonathan ensures that Eco Style products meet the diverse needs of consumers across OTC and retail. Whether he’s strengthening customer partnerships, fine-tuning retail execution, or championing product innovation, Jonathan approaches each day with a balance of strategy and creativity.
OTC Beauty: What’s your name, title, and role at the company?
Jonathan Roberts, Director of Sales, Responsible for revenue sales across OTC and Retail customers.
OTC Beauty: What is the company’s mission, and how does it drive what you do?
Our company’s mission is to “Inspire everyone to shape their own style story.” This commitment motivates me to ensure that every customer, regardless of hair type, has access to exceptional hair care experiences with Eco Style products. Our product range is designed to meet the diverse styling needs of a wide variety of consumers, and we are dedicated to fulfilling these requirements with the highest standards.
OTC Beauty: What inspired you to pursue a career in the beauty and hair care industry?
I have experience working across multiple industries, including Food & Beverage and Photography; however, I find the hair care sector particularly compelling due to its universal and personal
significance. I am driven by the opportunity to support individuals in improving their hair and to contribute to advancements within this field. The beauty and hair care industry holds a unique relevance for consumers, as evidenced by the common reference to a “bad hair day.” The potential to deliver solutions that promote consistently positive hair experiences is a key motivator for me.
OTC Beauty: Can you walk us through a typical day at work? What’s the first thing you do when you get to the office?
There is no standard day in my role, as each day presents unique challenges and requests from both external customers and internal teams. Typically, my responsibilities involve extensive coordination and communication across various departments and stakeholders to further the growth of Estyle’s business. I dedicate significant time to addressing inquiries from internal teams and customers, maintaining a continual focus on enhancing the experience for the company, our clients, and end consumers. Each task, regardless of its scale, contributes meaningfully to this overarching objective.
OTC Beauty: How do you prioritize your tasks and responsibilities during the day?
I employ the ABC prioritization methodology to optimize task management. Tasks are assigned to one of three categories: “A” signifies those of utmost importance and significant consequence; “B” indicates important items that may reasonably be postponed for one or two days; and “C” refers to tasks with lower impact and urgency, to be completed as time permits. During each review cycle, tasks are systematically classified and addressed according to their priority level. Any A-level task not completed by day’s end is automatically prioritized for completion on the following day.
OTC Beauty: What’s your favorite part of the day at work, and why?
OTC Beauty: Can you share an exciting project or initiative you’re currently working on?
We are in the process of launching our new Extreme and Flex hold products to the market. These offerings are designed to meet consumer requirements regarding hold preferences, providing tailored solutions across various individual patterns and spectrums. Recognising the importance of understanding consumer behaviour for the successful introduction of new products, we are closely tracking shipments, sales, and customer feedback.
OTC Beauty: What’s your favorite product, and how do you incorporate it into your daily routine?
I have consistently advocated for the personal use of products that are offered to consumers. My current preferred product is the Extreme Stiff Hold Gel with Panthenol, which distinguishes itself through its exceptional holding power, providing up to 48 hours of hold. As my hair length increases and curls develop, this gel reliably maintains the desired style throughout the day. Furthermore, its alcohol-free formulation is beneficial, effectively preventing flaking and dryness.
Where it all happens, from ideation to formulation to shipping our products out to delight our customers and consumers!
My favorite aspect is visiting retail locations to review our products alongside competitors. Engaging directly with customers and store staff in OTC settings provides valuable feedback on brand perception and helps prioritize needs. Analyzing these insights improves product strategies and shelf execution, driving innovation and keeping solutions aligned with evolving consumer demands. This ongoing process supports assessment of best practices and informs future planning.
OTC Beauty: How do you stay inspired and keep the creative energy flowing throughout your workday?
I remain motivated by maintaining a focus on overarching objectives. Attending to minor details can sometimes impede productivity; therefore, I regularly review my primary goals for the day to ensure steady progress. When challenges arise, I adjust my perspective to recognize the importance of each task. I consider that upholding a positive and focused mindset is critical for sustaining high energy and minimizing disruptions from external factors.
Four!!! I love the game of golf, great way to get away from the hustle and bustle of the day.
OTC Beauty: How would you describe the company culture, and how does it influence your approach to your work?
Estyle is an entrepreneurial organization that has established a strong structure over the past four years. The company encourages innovation and continuous process improvement. There are minimal hierarchical barriers, providing employees with regular access to key decision makers, including the CEO and CFO. Estyle demonstrates a clear understanding of both controllable and uncontrollable factors. The organization’s ability to make prompt decisions and implement plans efficiently is a distinctive strength. Our unified direction is essential to achieving organizational success.
OTC Beauty: How does collaboration and teamwork factor into your daily routine?
We operate as a lean organization with limited allowances for isolated work. Nonetheless, our team consistently demonstrates effective collaboration in addressing situations and tasks. For instance, when launching new initiatives or identifying key success factors, we ensure that all actions are coordinated collectively. Our efforts are never conducted in isolation; instead, we work cohesively to achieve shared objectives.
OTC Beauty: Can you share any habits that help you stay balanced, motivated, and productive?
From presentation to actualization! Our execution begins and ends with satisfying the consumer and meeting her needs.
OTC Beauty: After a busy day, how do you unwind and recharge?
Over the past year, a significant routine adjustment involved allocating time for physical exercise and attention to personal wellbeing. It is common to become absorbed in daily tasks and spend long hours working, which can reduce available time for oneself or family. By consistently focusing on exercise, nutrition, and adequate rest, it has been possible to maintain balance, motivation, and productivity.
OTC Beauty: Looking ahead, what are you most excited about for the future in the coming year?
A key challenge we have encountered relates to retail execution. We are actively collaborating with our retail partners to strengthen our business outcomes. Effectively managing shelf presence is vital for any company’s success, and developing a comprehensive strategy for brand activation at the shelf can significantly enhance organizational performance.
Walking serves as an effective way for me to relax, allowing my thoughts to process the day’s events. During these walks, I find that my creativity and problem-solving abilities are enhanced, enabling me to approach situations from new perspectives. Additionally, this time helps clear my mind and appreciate my surroundings, reminding me that while we may not be addressing global issues such as world hunger, we are contributing to individuals’ well-being by helping them achieve a “better hair day.”
OTC Beauty: What’s the most rewarding part of your job?
The most rewarding part of my job is the customer planning process. Partnering with customers and determining the strategy and tactics to meet our collective goals is critical to success, the reward comes when we see the results for all parties – the customer, company, and most importantly the consumer. Hearing or reading consumer comments clarifies if we are on the right track, and we as a company and individuals are striving to satisfy her every chance we get.
Retail!! This is where it’s at, winning on the shelf, executing plans, generating ideas!
Working with my daughter at the Jinny Big Show! Sell, Sell, Sell!
Join us on Instagram to learn more about our wonderful portfolio @ecostyle_us
Let’s take a closer look at the top trends for modern men and how you can offer products that align with these movements.
1. Skincare for Men: Multi-Step Routines
Skincare is no longer just a female-dominated industry. Modern men are embracing multi-step skincare routines, from cleansers to serums, masks, and moisturizers. The focus is on improving skin health, fighting signs of aging, and maintaining a fresh, healthy complexion.
What to stock:
• Cleansers, Toners, and Exfoliants: Offer products that are gentle yet effective for men’s skin, focusing on deep cleaning without over-drying.
• Anti-Aging Serums: Men are investing in anti-aging solutions, including serums and eye creams that target wrinkles and fine lines.
• Face Masks: Stock masks that tackle specific skin issues like acne, dryness, or oily skin.
Tip: Create skincare bundles with a mix of products designed for different skin concerns. This can make it easier for customers to start their skincare journey.
2. The Return of the Classic Shave
While beard grooming is popular, many men are opting for clean shaves as part of their modern look. The classic razor shave has made a comeback, and many men are looking for quality shaving products that give them a barber-like experience at home.
What to stock:
• Straight Razors and Safety Razors: Offer a range of high-quality razors that provide a close, comfortable shave.
• Shaving Creams & Pre-Shave Oils: Ensure you stock creams that nourish and soften the skin before shaving.
• Shaving Brushes: A luxury addition for those who want the perfect shave every time.
Tip: Create a “Barber Experience” section in your store with everything customers need for a clean shave, including premium razors and shaving creams.
3. Grooming for the Fitness Enthusiast
As more men prioritize fitness, the demand for grooming products that align with an active lifestyle is growing. Whether it’s body care products that refresh after a workout or grooming tools that can handle sweat and daily activity, men want products that keep them feeling fresh and clean.
What to stock:
• Body Washes & Shower Gels: Stock refreshing body washes with invigorating scents like mint, citrus, or eucalyptus.
• Deodorants & Antiperspirants: Provide effective and long-lasting deodorants, particularly those with natural ingredients.
• Post-Workout Grooming: Consider stocking face wipes, cooling aftershave balms, and skincare products that help reduce irritation from shaving or sweating.
Tip: Create a “Men’s Active” section to cater to fitness-focused customers.
4. Trendy Hairstyles for Modern Men
Hairstyles for men continue to evolve, with a resurgence of classic styles mixed with modern twists. From short fades to long, textured looks, modern men are experimenting with different cuts and styles that express their individuality.
What to stock:
• Hair Styling Products: Pomades, waxes, and creams are essential for achieving trendy styles. Offer products that provide strong hold and texture.
• Hair Clippers & Trimmers: Stock high-quality clippers for customers looking to maintain their styles at home.
• Hair Care for Color-Treated Hair: Men are coloring
their hair more often, so offer shampoos and conditioners that protect and nourish color-treated hair.
Tip: Set up a “Men’s Hairstyles” corner with products that focus on different looks, such as fades, textured cuts, or longer styles.
5. The Rise of Sustainable Products
Sustainability is a growing trend. More men are becoming environmentally conscious and are seeking out products that are both effective and eco-friendly. From packaging to ingredients, modern men want to invest in products that support sustainability without compromising quality.
What to stock:
• Biodegradable Shaving Products: Offer razors and shaving creams that feature eco-friendly packaging or ingredients.
• Natural Ingredients: Stock shampoos, conditioners, and skincare products made with organic or sustainably sourced ingredients.
• Refillable or Reusable Containers: Encourage the use of refillable containers for hair care and skincare products, which helps reduce waste.
Tip: Highlight sustainable brands in your store and educate customers about the benefits of using eco-friendly products.
6. On the Go
Busy modern men need products that are easy to use and travelfriendly. Whether they’re heading to the office, the gym, or on a weekend getaway, convenient, portable products are essential for maintaining their routine on the go.
What to stock:
• Travel-Size Shaving Kits: Offer compact, all-in-one shaving kits with razors, creams, and aftershaves designed for travel.
• Multi-Purpose Products: Look for products that serve more than one function, such as all-in-one face washes or moisturizers with built-in SPF.
• Portable Beard Kits: Stock small kits that include beard oils, trimmers, and combs for men who prefer maintaining their facial hair during trips.
Tip: Position travel-sized products near the checkout or at the front of the store for easy access.
Keep Up With the Trends
The modern man is evolving, and so are his needs. By staying ahead of the trends, offering high-quality grooming products, and creating an experience in your store that caters specifically to men, you can capture this growing market and establish your business as a trusted resource for male customers. Stock your shelves with the essentials— whether it’s classic shaving products, skincare solutions, or sustainable options—and offer advice on how these trends can fit seamlessly into your customers’ daily routines.
DEMURE Yourself
with 100% Premium Unprocessed Virgin Remy by Urban Beauty .
BEVEL and Atlanta Barber Institute Announce 2025 “Next Up” Scholarship, Championing Georgia’s Next Generation of Barbers and Entrepreneurs
The Atlanta-based grooming brand expands its commitment to community empowerment, education, and access
Continuing its mission to support the next generation of barbers and barber community, BEVEL, the first and only head-to-toe grooming brand designed with Black and Brown men in mind, partnered with the Atlanta Barber Institute (ATLBI) to support emerging talent, announcing Via Durham as the 2025 recipient of the BEVELNext Up Scholarship.
“At BEVEL, we remain committed to serving our community and finding actionable solutions to address challenges like mass incarceration and recidivism,” said Breann Satterwhite, Vice President of Marketing at BEVEL. “This scholarship and our work with ATLBI are tangible ways we’re helping create access and opportunity, especially for young people in underserved communities.”
“This scholarship is an investment in the future of our culture— empowering the next generation of barbers to become not just professionals, but leaders and entrepreneurs,” said Gregory Rutledge Jr., Licensed Master Barber, Educator, and Founder of Atlanta Barber Institute. “Partnering with BEVEL allows us to deliver not only technical skills, but also the mindset needed to lead with excellence in our communities.”
The BEVEL Next Up Scholarship program provides an emerging barber with full funding for a 9–12 month barbering certification program, helping to eliminate cost and accessibility barriers and ensuring recipients enter the industry with both training and purpose.
The Atlanta Barber Institute offers a Master Barber Training Program, designed to prepare students for a successful career in barbering and to become licensed Master Barbers. Durham, a
standout student in the program, was selected for the Next Up Scholarship in recognition of her exceptional skill, dedication to the craft, and commitment to uplifting her community.
Launched in 2022, the scholarship program is part of a continued partnership between BEVEL and ATLBI, with a shared goal to modernize and elevate barber education throughout Georgia. This marks the second scholarship awarded, with Via as the latest recipient.
The pioneering Atlanta Barber Institute’s Master Barber Training Program, allows students to earn both high school credit and barbering certification simultaneously, equipping them with marketable skills and entrepreneurship opportunities upon graduating. It also incorporates Social Emotional Learning (SEL), ensuring students grow both technically and personally.
To learn more about the BEVEL Next Up Scholarship or BEVEL’s partnership with ATLBI, visit https://www.atlantabarberinstitute. com/ and follow @bevel and @atlbarberinstitute throughout the year.
About BEVEL
BEVEL, part of the Procter & Gamble family, is designing beauty and grooming solutions for people of color. Our vision is to build the world’s most consumer-centric health and beauty products company, inspiring unprecedented customer loyalty. BEVEL launched in 2013, providing grooming products for black men, including a full Skin Care regimen, a Shave System, and the BEVEL Trimmer, designed to help reduce skin irritation and razor bumps. To learn more about BEVEL visit www.getbevel.com.
manufacturer PROFILE
Precision Meets Innovation: Behind the Brand with StyleCraft
OTC Beauty: What is your role at the company and why did you want to work there?
Matt: I am the Social Media Manager for Barber at StyleCraft, where I draw on my background in beauty and hair marketing to build and amplify the brand. When StyleCraft launched, I saw an opportunity to leverage social media as the primary marketing tool especially during the Covid lockdowns, when barbershops, salons, and stores were closed and digital platforms became the only way to connect. By blending cultural insight with marketing expertise, I set out to bring StyleCraft’s personality to life online and establish its presence in the barbering community.
OTC Beauty: Your products are known for blending cutting-edge technology with sleek design. What’s the product development process like at StyleCraft?
Matt: Our product development process begins with market research to identify emerging technologies and unmet needs in the industry. We focus on creating tools that solve real problems while expanding and strengthening our portfolio. Always looking ahead, we aim to stay steps ahead of the market by delivering innovative solutions that set new standards in performance and design.
OTC Beauty: Barbers often say their tools are an extension of their hands. What do you hear most from professionals about how your clippers and trimmers perform in the shop?
OTC Beauty: StyleCraft has made a name for itself in the world of grooming tools—what’s the story behind how the brand got started?
StyleCraft has become a trusted favorite among barbers, stylists, and retailers by blending high-powered engineering with sleek, fashionforward design. Founded by father-and-son duo Ken Russo and Austin Russo, the brand has quickly carved out its own space as a bold, innovative force in the industry.
More than just tools, StyleCraft delivers products professionals rely on, customers ask for by name, and store owners can count on to sell fast. In this exclusive Q&A, Matt Johnston shares the brand’s journey, what makes their clippers and trimmers stand out, and why the demand for next-level grooming tools shows no signs of slowing down.
Matt: StyleCraft was born from a family legacy in hair and beauty, founded by father-and-son duo Ken and Austin. With decades of combined industry experience, they recognized gaps in traditional tools and set out to create something different, modern, reliable, and innovative. Drawing on their background with a former brand, they infused their own culture and vision, giving StyleCraft its edgy, cool, and distinct identity in the barber and beauty world. United by a passion for creativity, precision, and performance, they built a company committed to delivering grooming tools that merge artistic intent with engineering-grade quality designed to stand out and push the industry forward.
Matt: Barbers consistently share that they love our tools for their power, innovation, and fresh design. Many professionals are drawn to StyleCraft not only for the advanced technology but also for the brand’s cool, edgy aesthetic. With bright colors, customization options, and a modern look that breaks away from the “same old” industry standard, we’ve introduced a new perspective that sets us apart and has made a real impact in the barbering community.
OTC Beauty: What do you want store owners to understand about the demand for StyleCraft products among barbers and stylists?
Matt: Our product launches sell out quickly because the demand is real and the quality speaks for itself. StyleCraft tools are trusted nationwide for their performance and innovation, and they don’t sit on shelves, they move fast. Beyond delivering great tools, we provide education and value through a roster of world-renowned barbers and stylists who serve as both educators and influencers. They play a vital role in bringing our products to life and driving excitement in the professional community.
OTC Beauty: StyleCraft operates under the same umbrella as Gamma+. How do the two brands differ?
Matt: StyleCraft is our own brand, while Gamma+ is a sister brand through our partnership with Gamma Più in Italy. Gamma+ North America operates as the distributor for their professional tools in this market. Gamma+ is focused exclusively on professional-grade products, whereas StyleCraft spans professional, prosumer, and consumer segments, making it accessible to a wider audience. StyleCraft also brings a bolder, more fashion-forward aesthetic, while Gamma+ maintains a more traditional, professional feel.
OTC Beauty: Innovation is clearly a focus for StyleCraft. Can you walk us through a recent launch or upcoming release that excites your team?
“ Social media and influencer marketing are the backbone of our strategy, driving awareness and growth for StyleCraft from the very beginning.
”
Matt: I’m especially excited about our new Sage Cordless Curling Iron and Wand. Its versatility is unmatched. The removable spring clamp allows users to create multiple curl patterns with a single tool. Plus, its cordless design makes it truly portable, so it can go anywhere from the car to the gym to a night out, bringing convenience and innovation together in a way the industry hasn’t seen before.
OTC Beauty: What role does user feedback—from barbers to everyday consumers—play in refining or creating new tools?
Matt: Customer feedback is at the heart of what we do. We listen closely and adapt quickly, making improvements in real time whenever possible. Every insight helps us refine our tools and, more importantly, guides the development of future innovations ensuring each product is the best it can be.
OTC Beauty: What sets your motors or blades apart from other pro-grade clippers on the market?
Matt: Our motors are engineered with the latest technology (Vector, brushless, and super-torque) delivering unmatched power and performance that set the standard in the industry. Just as impressive, our blades have earned a stellar reputation worldwide, from the precision of the Faper and Echo blades to the versatility of the X-Pro and “The One” cutting blade. Together, they define the innovation and excellence professionals expect from StyleCraft.
OTC Beauty: How do you support your retail partners— from in-store displays to marketing assets or education?
Matt: We support our partners with a full suite of marketing and education tools. This includes providing educators for in-store training and trade shows, collaborating on social media for giveaways and product launches, and sharing a ready-to-use content calendar complete with assets and captions. To make in-store promotion
seamless, we also supply flyers, branded LED signs, and shelf talkers. Everything needed to showcase and move the product with ease.
OTC Beauty: As a family-owned business, how does that personal touch shape how you do business or serve the barbering community?
Matt: As a family-owned company, we have the agility to move quickly whether it’s developing new products, launching projects, or creating artwork without the delays often seen in large corporations. This family foundation also fosters a unique culture built on authenticity and collaboration. It enables us to form closer, more meaningful relationships with professionals and, ultimately, with the consumers who use our tools every day.
OTC Beauty: StyleCraft products are often talked about online—how has social media or influencer marketing played a role in your brand’s growth?
Matt: Social media and influencer marketing are the backbone of our strategy, driving awareness and growth for StyleCraft from the very beginning. The timing of the Covid lockdowns amplified this impact, as social media became the primary channel to reach professionals and consumers. By cultivating strong relationships with a vast, dedicated barber community and partnering with hundreds of influential voices in the industry, we’ve built a powerful online presence. Today, social media is not only where people first discover brands. It’s where StyleCraft has established itself as a trusted, recognizable name.
OTC Beauty: What’s one myth or misconception about high-performance grooming tools that you wish more store owners or barbers understood?
Matt: A common misconception is that investing in highperformance tools isn’t worth the cost. In reality, these tools save money over time by reducing the need for frequent replacements. Beyond durability, their advanced engineering delivers faster, more efficient results cutting service time significantly and allowing professionals to see more clients in the same amount of time.
OTC Beauty: What’s next for StyleCraft? Are there any long-term goals, innovations, or expansions your team is excited about for the future?
Matt: We’re focused on making a strong impact in the beauty category by developing new products, expanding distribution channels, and partnering with top influencers. Our goal is to accelerate growth in beauty and bring it in line with the momentum we’ve built in barbering.
MiniLuxe Announces NEW TAMPA FRANCHISE AGREEMENT
Entrepreneur and MiniLuxe Joint Venture Partner, Ms. Peiru Kim, becomes second MiniLuxe franchise partner.
MiniLuxe Holding Corp. (TSXV: MNLX). MiniLuxe, a leader in clean beauty and self-care services, proudly announces an expanded partnership with Peiru Kim, founder of the modern nail care brand, Sugarcoat, based in Atlanta, GA. In June of 2024, MiniLuxe announced a Joint Venture with Ms. Kim and Sugarcoat to accelerate MiniLuxe’s brand entry and presence in the Atlanta market. Following this successful partnership with Ms. Kim and Sugarcoat, MiniLuxe has now
entered into a franchise agreement for MiniLuxe’s first Florida studio.
Effective immediately, Ms. Kim will assume operations as franchise partner of MiniLuxe in Tampa’s Water Street District.
This strategic partnership aligns with MiniLuxe’s ongoing focus to scale in a capital-efficient and incentive-aligned manner with best-in-class owner-operators across various models, including joint ventures, franchises, and M&A.
“We are thrilled to place one of the most proven multi-unit operators in the nail care industry at the helm of our Tampa location,” said Tony Tjan, CEO and Co-Founder of MiniLuxe. “We are grateful to our launch management team for establishing our presence in Tampa and have full confidence that Ms. Kim and her team will successfully lead us in our next phase of growth in one of the most dynamic business areas, Florida’s Gulf Coast.”
The Company’s commitment to the Southeast region of the US is fueled by several attractive demographic and strategic factors such as Florida’s high concentration of nail designers, strong demand for habitual nail care, and centralized ease of access for both consumers and nail designers.
Ms. Kim is MiniLuxe’s second franchisee, following Ms. Quynh Pham’s (of Gloria Capital and Cambridge Wine and Spirits) successful launch of the MiniLuxe Brookline, MA location in December 2024.
“Taking on the MiniLuxe Tampa location is an exciting next step for me,” said Peiru Kim. “I am passionate about advancing the clean beauty movement and I am committed to delivering exceptional experiences to our Tampa clientele. With MiniLuxe’s innovative approach and strong brand foundation, I look forward to growing our presence in the region.”
Mr. Tjan further commented, “Our collaboration with Peiru in Atlanta demonstrated the power of shared vision and values and what can be achieved when we decentralize entrepreneurship. We are excited about the growth opportunities this brings to both MiniLuxe and the Tampa community.”
The partnership represents another milestone in MiniLuxe’s mission to redefine self-care through clean, ethical, and high-quality nail and beauty services. As the company continues expanding its footprint, it remains dedicated to working with partners who share its commitment to excellence and innovation.
About MiniLuxe
MiniLuxe, a Delaware corporation based in Boston, Massachusetts. MiniLuxe is a lifestyle brand and talent empowerment platform servicing the beauty and self-care industry. The Company focuses on delivering highquality nail care and esthetic services and offers a suite of trusted proprietary products that are used in the Company’s owned-andoperated studio services. For over a decade, MiniLuxe has been elevating industry standards through healthier, ultra-hygienic services, a modern design esthetic, socially responsible labor practices, and better-foryou, cleaner products. MiniLuxe aims to radically transform a highly fragmented and under-regulated self-care and nail care industry through its brand, standards, and technology platform that collectively enable better talent and client experiences. For its clients, MiniLuxe offers best-in-class self-care services and better-for-you products, and for nail care and beauty professionals, MiniLuxe seeks to become the employer of choice. In addition to creating long-term durable economic returns for stakeholders, the brand seeks to positively impact and empower one of the most diverse and largest hourly worker segments through professional development and certification, economic mobility, and company ownership opportunities (e.g., equity participation and future franchise opportunities). Since its inception, MiniLuxe has performed over 4 million services.
Believe in yourself and all that you are.
Know that there is something inside you that is greater than any obstacle.
Christian
D. Larson
Author and Teacher of New Thought
OTC BOOK CLUB
BOOK of the MONTH
The Wellness Ethic: How to Thrive in an Unpredictable World (Where Stupid Things Can Happen)
By Mark Reinisch
Backed by science and inspiring, real-world experiences (not just credentials), Reinisch lays out seven essential components — mind, body, spirit, relationships, personal pursuits, professional pursuits and lifestyle maintenance — that form the backbone of what he calls “wellness ethic lifestyle design,” a simple yet powerful concept that empowers readers to build their lives, on their own terms, around what actually brings them joy and fulfillment.
The Wellness Ethnic is NOT a typical self-help book. Reinisch isn’t a Harvard-educated psychologist or a multi-millionaire living a charmed life. Reinisch is relatable, vulnerable and hilarious as he simplifies complex wellness topics like mind, body, spirit and relationships to make wellness accessible, actionable and engaging.
What makes Reinisch’s approach stand out from the legions of other self-help books is his remarkably simple approach: the 80/20 rule, also known as the Pareto principle, derived from the work of Italian economist Vilfredo Pareto. It states that approximately 80% of the results (outcomes) are driven by 20% of the actions (inputs).
Written to be the antidote to self-help books that are “too damn boring,” The Wellness Ethic is a compelling, fun-toread book with humor and personal stories that make the wellness concepts spring to life.
Beauty
Bu
Sophia Winston
Advertising Sales Representative
Q: What advice should beauty supply owners share with customers who are experiencing breakage at the ends of their hair?
A: Sophia Winston: Breakage often results from dryness or overmanipulation. Recommend products that target split ends, like leave-in conditioners, serums, or oils. Customers should also incorporate deep conditioning treatments into their routine to hydrate their hair and prevent further breakage. Advise them to avoid using too much heat and to trim their ends regularly to keep their hair healthy.
Q: What can beauty supply owners do to support customers looking for eco-friendly beauty products?
A: Sophia Winston: Eco-conscious customers appreciate products that are sustainable and ethically sourced. Make sure you also stock beauty lines that use recyclable packaging, biodegradable ingredients, and are cruelty-free because these things will be important to these customers.
Sophia Winston, a multifaceted beauty enthusiast, makeup artist, and advertising professional has over nine years of experience in the beauty industry.
JBS Beauty Club has all your accessory needs with necklaces, earrings, scarves, sunglasses, etc. Stock your store with only the best from JBS. As part of the largest beauty supply distributor, you can always buy items by the piece and at great prices. For more information, call 800-361-0786 or visit them at 4300 Northeast Expressway, Doraville, GA.
I. Purchase the required amount of the vendor’s products. Coupon good for ONE TIME PURCHASE ONLY.
2. Fill out the coupon, supplying all necessary information.
3. Return the refund coupon* along with a copy of your original Jinny invoice** per Manufacturer’s request.
4. You’ll receive a credit from your Jinny Beauty Supply Accounting Department to be used on your next Jinny invoice.
5. NO RETURNS will be accepted on coupon purchases.
I. Purchase the required amount of the vendor’s products. Coupon good for ONE TIME PURCHASE ONLY.
2. Fill
3.
4.
5.
I.
JINNY
I. Purchase the required amount of the vendor’s products. Coupon good for ONE TIME PURCHASE ONLY.
2. Fill out the coupon, supplying all necessary information.
3. Return the refund coupon* along with a copy of your original Jinny invoice** per Manufacturer’s request.
4. You’ll receive a credit from your Jinny Beauty Supply Accounting Department to be used on your next Jinny invoice.
5. NO RETURNS will be accepted on coupon purchases.
I. Purchase the required amount of the vendor’s products. Coupon good for ONE TIME PURCHASE ONLY.
2. Fill out the coupon, supplying all necessary information.
3. Return the refund coupon* along with a copy of your original Jinny invoice** per Manufacturer’s request.
4. You’ll receive a credit from your Jinny Beauty Supply Accounting Department to be used on your next Jinny invoice.
5. NO RETURNS will be accepted on coupon purchases. *Original only, NO COPIES will be accepted. **Copy of invoice MUST ACCOMPANY refund for credit.
Fantasia IC Hair Polisher Heat Protector
Straightening Spray
This hair polisher and heat protectant leaves the hair silky soft with vibrant shine and eliminates frizz. It prevents static and reduces drying time improving body and manageability. The easy application works well on finer hair and when flat ironing.
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Vigorol Olive Oil Mega Moisture Mousse
This is specifically formulated for hair that needs extra moisture, including chemically treated, over-processed, and hair styled with wigs, weaves and extensions.
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Protect, Moisturize & Define: Customer Favorites for Every Hair Texture
From sleek styles to defined curls, today’s musthaves deliver the perfect balance of protection, moisture, and control. Whether it’s heat defense sprays, nutrient-rich oils, or frizz-fighting foams, these customer favorites keep every texture looking healthy, polished, and full of life.
göt2b Curled Flexible Curl Foam
If your customers are looking for bouncy, luscious looking curls then göt2b Curled Flexible Curl Foam is the answer. It hydrates curls while giving a touchable, lightweight hold. It helps to control frizz and styles curls without the crunch while controlling frizz with minimal buildup potential. It features a vegan formula containing aloe vera and vitamin E.
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This alcohol-free, creamy foam is enriched with Olive Oil, antioxidants and multi-vitamins for incredible moisture and shine. It provides full style control without making the hair stiff or sticky. It’s ideal for foam-wrapping, wig sets, roller sets, and straw sets.
3
Rosemary Mint Scalp and Hair Oil
This nutrient-rich, intensive formula is meant to help your customers address their hair concerns. From nourishing hair follicles, smoothing split ends and helping with dry scalp, this hair oil uses essential oils to provide the care your customers’ hair deserves. They can use it on protective styles, including braids and weaves, and enjoy its fresh, invigorating scent during their next hot oil treatment. It is infused with Biotin and can be used for daily hair care or specialized scalp treatments. It features more than 30 essential oils and extracts while improving length retention. It conditions dry scalp and smooths split ends.
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Lottabody Coconut Oil and Shea Wrap Me Foaming Curl Mousse
This is an anti frizz foaming mousse for curly hair that deeply moisturizes, leaving curly hair soft, nourished, and brilliantly shiny. The formula ensures quick and hassle-free styling, making this curling mousse perfect for on-the-go moments and spontaneous looks. It’s ideal for wash and wear styles, this curl mousse is your customers all-in-one solution for defining curls, controlling frizz, and adding body and shine.
reader FEEDBACK
Community Corner
Let your voice be heard!
매월 몇 가지 질문을 통해 의견을 수렴하여, 더욱 발전된 잡지를 만들어 가고자 합니다. 잠시 시간을 내시어 귀하의 생각을 공유해 주시기 바랍니다.
답변은 질문지 작성 후 저희 사무실로 보내주시거나, 이메일로 전달해 주시면 됩니다. (연락처는 본 페이지 하단을 참고해 주세요.)
• What are some of the most popular men’s products in your store?
• Do you currently have an area offering hair care tips/advice on shaving tools? If so, has it been successful?
• Is there any other topic that you would like to see covered in OTC Beauty magazine?
When we receive your feedback we will choose a few answers to feature in the next month’s issue. You could be famous just by answering a few questions – simple as that! We look forward to hearing from you and thank you for supporting this publication.
보내주신 답변 중 일부를 선정하여 다음 달 잡지에 게재할 예정입니다. 위에 질문에 답해 주시면 여러분의 이야기가 잡지에 실릴 수 있습니다! 성원에 감사드리며, 많은 참여 부탁드립니다.
In this segment, OTC Beauty Magazine wants to find out what is important to you, our loyal readers. Posing a handful of questions each month, our goal is to learn through feedback how to better serve you. We ask that you take a few minutes to share your thoughts; write responses on this sheet and mail it back to us, or send it via email. Mail this form to: ( 보내실곳: ) OTC Beauty Magazine, Attn: Editorial Dept. 3587 Oakcliff Rd. Doraville, GA
editor@otcbeautymagazine.com
October
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SCAN ME