February 2026 Issue of BE Magazine

Beauty That Elevates You

Inspiration and education that lift you higher.

44 Cosmetic Career Spotlight - Janet Entwistle

RBCP® 2.0: Beauty That Elevates You. Inspiration and education that lift you higher

Meet Our Newest Certified Beauty Advisor: Ayat Hammoud’s RBCP® Journey

Meet Our Newest Certified Beauty Advisor: Mary Jane Horncastle’s RBCP® Journey

Meet Our Newest Certified Beauty Advisor: Gurjit Chhoker’s RBCP® Journey

For Cosmetic Managers: Why RBCP® 2.0 Drives Confidence and Retail Performance

Introducing Retail Success Stories: Why This Editorial Matters

Cosmetic Career Spotlight: Janet Entwistle

Spring 2026 Makeup Trends Made Sellable: How Watier Turns Lipification and Skinification Into Must-Have Results

Selling Makeup with Skill, Confidence, and Passion

Shiseido: An Elevated Vision of Radiance: The Art of Timeless Beauty

The Three Foundations of Successful Skin Care Selling

NEOSTRATA®: Beauty That Elevates

The Quiet Skincare Revolution, and Why It’s Smarter Than Ever

Jouviance ANTI-AGE CERA+: From Reaction to Repair

Ask Us Anything, About Beauty

Rethinking Growth: Setting Goals with Compassion, Flexibility, and Purpose

The Professional Polish

Level Up Your Hair Colour Game: What’s Trending and How to Help Your Customers

Look Good Feel Better

Why the Beauty Industry Learns with BeauteSchool

The Authority in Beauty Education

Beauty That Elevates You: Inspiration and education that lift you higher.

Dear Beautiful Community,

At BE Magazine, every issue is created with one guiding purpose in mind, to elevate the people behind the beauty counter. The beauty advisor, the cosmetic manager, the educator, the mentor. This February issue is a reflection of that commitment, spotlighting education, career growth, and realworld retail excellence across Canada.

Education continues to be at the heart of everything we do. This issue proudly celebrates three new graduates of the Retail Beauty Advisor Certification Program, each representing the dedication, curiosity, and professionalism that define the Certified Beauty Advisor designation.

We are thrilled to recognize our newest graduates, Girjit Chhoker, Ayat Hammoud and Mary Jane Horncastle. Their journeys reinforce why education matters, not just for product knowledge, but for confidence, credibility, and long-term career growth in our industry.

Career inspiration is another powerful theme woven throughout this issue. Our Cosmetics Career Spotlight features Janet Entwistle, National Artist and Educational Specialist with Lise Watier, and 2024 Beauty’s Best Trainer of the Year. Janet’s career path is a compelling example of how expertise, passion for education, and adaptability can open doors across artistry, training, and leadership. Her story is a reminder that careers in beauty can evolve in extraordinary ways.

We are also proud to introduce a brand-new editorial series, Retail Success Stories. These features are designed to recognize store teams and individuals who are elevating the retail experience through collaboration, strategy, and customer connection.

Our inaugural spotlight shines on the inspiring team at Shoppers Drug Mart, Thunderbird Village in Langley, British Columbia. Their commitment to teamwork, skill development, and service excellence sets a powerful example of what success looks like on today’s beauty floor.

This issue also supports skill advancement with practical education, including Level Up Your Haircolour Game, an editorial focused on strengthening technical knowledge, consultation confidence, and professional credibility in one of retail beauty’s most complex categories.

Every feature in this issue reflects our belief that beauty education should support, uplift, and empower. When advisors are confident, informed, and inspired, the entire industry rises.

Thank you for being part of the BE community and for continuing to grow with us.

With love,

Mickey Tortorelli, CTDP Founder & CEO, BeauteSchool®,

RBCP® 2.0: Beauty That Elevates You

Inspiration and education that lift you higher

In today’s evolving retail beauty landscape, Beauty Advisors are being asked to do more than recommend products. They are expected to consult with confidence, build trust quickly, and deliver personalized experiences that elevate both the client journey and their own professional growth. This is the essence of Beauty That Elevates You, the guiding theme of our February issue, and it is at the heart of the Retail Beauty Advisor Certification Program (RBCP® 2.0).

RBCP® 2.0 was created to elevate the role of the Beauty Advisor through structured education that blends technical beauty knowledge, consultation excellence, and business-building skills. The result is a visible transformation on the sales floor, where confidence becomes credibility and service becomes truly consultative.

As we introduce three recent graduates, Ayat Hammoud, Mary Jane Horncastle, and Girjit Chhoker, their journeys reflect how inspiration and education work together to lift careers higher, regardless of where an advisor is on their professional path.

For Mary Jane, a seasoned Beauty Advisor with decades of experience, RBCP® 2.0 reinforced the value of lifelong learning. The program refreshed her foundational knowledge while keeping her current in an industry that is constantly evolving.

Most importantly, it strengthened her confidence in client engagement and reinforced her purpose in educating customers so they can make informed self-care choices. Her story is a powerful reminder that education elevates careers at every stage.

Ayat’s experience speaks to Advisors seeking deeper meaning and impact in their role. Through RBCP® 2.0, she shifted from transactional selling to a consultative approach grounded in listening, understanding client motivations, and offering tailored solutions.

With a clear consultation framework, she now approaches each interaction with intention and confidence, allowing clients to feel truly seen and understood. This elevated approach has translated into stronger trust, loyalty, and professional fulfillment.

For Girjit, the decision to enroll in RBCP® 2.0 was driven by a desire to balance creativity with credibility. Inspired by the confidence beauty can create, she wanted to deepen her understanding of skin science, product knowledge, and client safety.

The program strengthened her ability to assess client needs thoughtfully and explain recommendations with clarity and purpose. As a result, Girjit now approaches every consultation with greater confidence and professionalism, building trust through education and intention. Her purpose in beauty is clear, to make a positive impact by helping people feel their best, inside and out.

Together, these graduates demonstrate what Cosmetic Managers and retailers consistently observe when Advisors complete RBCP® 2.0, elevated service standards, stronger client relationships, and teams that operate with professionalism and purpose.

Beauty that elevates you is not just about products, it is about investing in education that builds confidence, sharpens expertise, and inspires advisors to show up as trusted professionals every day.

RBCP® 2.0 is more than a certification. It is a commitment to growth, excellence, and a career that continues to rise.

Key Takeaways

Confidence Changes Everything

RBCP® 2.0 equips Beauty Advisors with a structured consultation framework and deep foundational knowledge, allowing them to move beyond scripted selling. The result is greater confidence, stronger client trust, and more meaningful conversations on the sales floor.

Education Elevates Every Career Stage

Whether you are new to beauty or have decades of experience, continued education strengthens expertise and keeps skills relevant. RBCP® 2.0 proves that learning is not about where you start, but how high you are willing to grow.

Elevated Service Drives Long-Term Success

Certified Beauty Advisors deliver a higher level of service that clients feel immediately. Personalized consultations, intentional recommendations, and professional credibility lead to increased loyalty, stronger performance, and a more elevated retail experience.

Ready

to take the next step in your career?

Invest in your future with the Retail Beauty Advisor Certification Program® 2.0.

Congratulations to Ayat Hammoud, one of BeauteSchool’s newest graduates of the Retail Beauty Advisor Certification Program (RBCP® 2.0).

Ayat has officially earned her Certified Beauty Advisor (CBA) designation, a meaningful milestone that reflects her commitment to education, purpose driven client care, and professional growth. Her journey highlights how the right training can transform the Beauty Advisor role from transactional selling into a truly consultative and empowering experience.

Ayat Hammoud

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 inspiration to enter the beauty industry came from a deep belief that beauty is a powerful form of self care and personal expression. I was drawn to the connection and transformation that happens at the beauty counter, but I quickly realized I needed a stronger foundation, one that blended artistry with genuine client understanding.

That search for substance beyond sales scripts led me to BeauteSchool. The RBCP® 2.0 program, with its focus on understanding the why behind client needs and its structured consultation methodology, was exactly what I was looking for to elevate my role from transactional to transformational.

2. How has completing the RBCP® 2.0 Certification helped you grow as a Beauty Advisor, in both skill and confidence?

Completing the RBCP® 2.0 Certification was a true game changer. From a skill perspective, it gave me a proven, step by step consultation framework that

ensures no detail of a client’s needs is overlooked. My product knowledge became more strategic and intentional rather than memorized.

From a confidence standpoint, it completely shifted my mindset. I no longer feel like I am simply recommending products. I feel like a trusted consultant providing tailored solutions. That confidence has made client interactions smoother, more trusting, and far more successful.

3. What part of the program did you find most valuable or impactful in your day to day work?

The most valuable part of the program for my day to day work is the Recognize phase and the deep dive into client archetypes. Learning how to actively listen, ask diagnostic questions, and identify a client’s primary motivation, whether they are looking to simplify, optimize, or indulge, allows me to tailor my approach from the very first conversation.

This has significantly increased client satisfaction and loyalty, as clients feel truly seen and understood before we even discuss a single product.

4. If you had to complete this sentence, ‘‘My purpose in beauty is…’’, what would you say?

My purpose in beauty is to empower individuals to see and feel their most authentic, confident selves through guided self discovery, not just product. It is about facilitating self expression and helping clients feel confident in who they are.

5. What message or advice would you share with other Beauty Advisors who are considering enrolling in RBCP® 2.0?

View RBCP® 2.0 as an investment in your professional identity, not just a course. If you are feeling tired of repetitive product push cycles and want to build lasting, meaningful client relationships, this program provides the tools to do exactly that.

It challenges you to think differently, but it equips you with everything you need to become the true beauty expert your clients are seeking. The community and ongoing support from BeauteSchool make the experience incredibly enriching. Take the leap. It can truly redefine your career.

Meet Our

Certified Beauty Advisor: Mary Jane Horncastle’s

Congratulations to Mary Jane Horncastle, one of BeauteSchool’s newest graduates of the Retail Beauty Advisor Certification Program (RBCP® 2.0).

With over 35 years in the beauty industry, Mary Jane’s certification represents both a celebration of her lifelong passion for beauty and her continued commitment to learning, growth, and professional excellence. Her journey is a powerful reminder that education has value at every stage of a Beauty Advisor’s career.

Mary Jane Horncastle

Certified Beauty Advisor (CBA) Rexall, Port Elgin, ON.

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 love of cosmetics started when I was just four years old, after discovering a tube of my mother’s lipstick. That moment sparked a curiosity that turned into a lifelong passion. I’ve now been in the beauty industry for 35 years, and I’ve never stopped loving it.

I remember feeling genuinely excited when BeauteSchool first launched. I love learning and expanding my knowledge, so when the opportunity came to take the RBCP® 2.0 program, I didn’t hesitate. I was all in.

2. How has completing the RBCP® 2.0 Certification helped you grow as a Beauty Advisor, in both skill and confidence?

RBCP® 2.0 has been a fantastic refresher for me. The courses cover every aspect of the business, from nails and hair to trends, ingredients, and beyond. Even after many years in the industry, I found the content incredibly valuable.

This industry is constantly evolving, and I believe it’s so important to keep learning new skills. The program reinforced my foundation while helping me stay current, which has strengthened both my confidence and my approach on the sales floor.

3. What part of the program did you find most valuable or impactful in your day to day work?

Learning how to better engage with customers and build the business has been the most valuable part of the program for me. It helped me feel more confident in my interactions and more intentional in how I connect with clients every day.

4. If you had to complete this sentence, ‘‘My purpose in beauty is…’’, what would you say?

My purpose in beauty is to educate customers and help them make informed choices when it comes to their self-care.

5. What message or advice would you share with other Beauty Advisors who are considering enrolling in RBCP® 2.0?

My advice is simple: invest in yourself. This program is perfect for Beauty Advisors who are just starting out, as well as those who have been in the industry for many years like me. RBCP® 2.0 provides the fundamentals needed to build a successful and fulfilling career in beauty.

Meet Our Newest Certified Beauty Advisor: Gurjit Chhoker’s RBCP® Journey

Congratulations to Gurjit Chhoker, one of BeauteSchool’s newest graduates of the Retail Beauty Advisor Certification Program (RBCP® 2.0).

Inspired by the confidence and empowerment beauty can create, Gurjit Chhoker chose to deepen her knowledge through BeauteSchool’s Retail Beauty Advisor Certification Program (RBCP® 2.0). The program strengthened her understanding of skin science, product knowledge, and client safety, helping her approach consultations with greater confidence and professionalism.

Gurjit Chhoker

Certified Beauty Advisor (CBA) London Drugs, Surrey, B.C

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 interest in the beauty industry started with seeing how much confidence and empowerment it can give people. I loved the creative side, but I also became really interested in the science and responsibility behind professional beauty services. As I looked for the right education, I wanted something that went beyond the basics and focused on knowledge, safety, and professionalism. That’s what led me to BeauteSchool and the RBCP® 2.0 program—it felt like the perfect fit to help me grow my skills and build a strong foundation for my career.

2. How has completing the RBCP® 2.0 Certification helped you grow as a Beauty Advisor, in both skill and confidence?

Completing the RBCP® 2.0 Certification really helped me level up as a Beauty Advisor. It strengthened my understanding of skin science, product knowledge, and client safety, which makes me feel much more confident when giving recommendations. I’m now more intentional in how I assess clients’ needs and explain products and treatments, and that confidence shows in my interactions. Overall, it’s helped me grow not just in skill, but in professionalism and trust with my clients.

3. What part of the program did you find most valuable or impactful in your day to day work?

The most valuable part of the program for me was the deeper understanding of skin science and client safety. It really changed how I approach consultations day to day—I’m more confident asking the right questions,

recommending products with intention, and explaining the “why” behind them. That knowledge has made my work feel more professional and has helped build stronger trust with clients.

4. If you had to complete this sentence, ‘‘My purpose in beauty is…’’, what would you say?

My purpose in beauty is to make a positive impact by helping people feel their best, inside and out.

5. What message or advice would you share with other Beauty Advisors who are considering enrolling in RBCP® 2.0?

If you’re considering RBCP® 2.0, I highly recommend it. It strengthens your knowledge, boosts your confidence, and helps you show up as a more credible and intentional Beauty Advisor.

For Cosmetic Managers: Why RBCP®

2.0

Drives Confidence and Retail Performance

Investing in education is one of the most effective ways to elevate both advisor confidence and store performance. The Retail Beauty Advisor Certification Program (RBCP® 2.0) delivers measurable value where it matters most on the sales floor.

Stronger Advisor Confidence

RBCP® 2.0 equips Beauty Advisors with a clear consultation framework, foundational skin science, and service best practices. Advisors show up more prepared, ask better questions, and communicate recommendations with clarity and assurance.

More Consistent Client Experiences

Certified Advisors deliver a higher, more consistent level of service. Clients feel listened to, understood, and guided rather than sold to, which strengthens trust and loyalty across every interaction.

Improved Conversion and Basket Building

When Advisors understand the why behind products and routines, recommendations become more intentional. This leads to more relevant solutions, higher confidence at checkout, and increased multi-category sales.

Professional Development and Retention

RBCP® 2.0 signals an investment in career growth. Advisors who feel supported and developed are more engaged, more motivated, and more likely to stay and grow within your store.

Elevated Store Standards

Certified teams operate with professionalism, consistency, and purpose. The result is a more elevated retail environment that reflects positively on leadership, brand partners, and the overall customer experience.

RBCP® 2.0 helps build confident professionals who deliver elevated service, drive stronger performance, and represent your store with credibility and pride.

Elevate Your Expertise with RBCP® 2.0

At BeauteSchool, we believe that beauty education should empower, inspire, and elevate. The Retail Beauty Advisor Certification Program® (RBCP® 2.0) is designed to help Beauty Advisors build confidence, deepen their expertise, and stand out as trusted professionals on the sales floor.

RBCP® 2.0 offers comprehensive education across skincare, makeup, fragrance, customer service, and business building, giving advisors the tools they need to create meaningful client connections and long term success.

RBCP® 2.0 is more than a certification. It is a commitment to growth, professionalism, and purpose.

Introducing Retail Success Stories

By Mickey Tortorelli

Why This Editorial Matters

Behind every exceptional beauty experience is a team of skilled professionals whose knowledge, collaboration, and care bring brands to life at the counter.

Retail Success Stories was created to recognize and celebrate the Beauty Advisors, Cosmetic Managers, and retail teams who are elevating the customer experience and driving meaningful results in today’s beauty landscape. This editorial goes beyond performance metrics to highlight the real strategies, leadership approaches, and daily practices that make a difference on the sales floor.

In an industry that is constantly evolving, retail teams are navigating increasing complexity. From expanded product assortments and derm skincare integration to digital engagement and rising customer expectations, success today requires more than product knowledge alone. It requires leadership, teamwork, adaptability, and a deep commitment to education.

Through Retail Success Stories, BE Magazine aims to spotlight real examples of excellence from stores across Canada. By sharing how teams are strengthening client loyalty, developing skills, collaborating with vendors, and building positive cultures, this editorial offers inspiration and practical ideas that can be applied in any retail environment.

This inaugural feature sets the foundation for an ongoing series that honours the people behind the counter and the leadership guiding them, while empowering the broader beauty-retail community to learn, grow, and succeed together.

Retail Success Stories

launches with a team that truly represents what modern beauty retail can be when expertise, leadership, and heart come together.

The cosmetic team at Shoppers Drug Mart, #2205, Thunderbird Village, Langley B.C., is a vibrant and high-performing group known for their deep product knowledge, collaborative spirit, and genuine passion for serving their community. Every interaction reflects a commitment not only to sales excellence, but to meaningful customer connection and professional pride.

Under the leadership of Cosmetic Manager Alla Osipova, the team has cultivated a culture rooted in warmth, trust, and shared success. From personalized skincare consultations to joyful, engaging events, their approach consistently blends education, accessibility, and fun. This largeformat enhanced beauty boutique is thoughtfully designed to serve diverse beauty needs, featuring luxury skincare, makeup, fragrance, dermatological skincare, and beauty accessories, all delivered with care and confidence.

What truly sets this team apart is how seamlessly they bridge departments and relationships. By connecting pharmacy, dermatological skincare, and cosmetics, they create a holistic experience that supports both patients and beauty consumers. Strong vendor collaboration, dynamic demos, and digital engagement further elevate their impact, making the store a destination for both customers and brand partners.

This Retail Success Story celebrates the people behind the counter, the leadership guiding them, and the smart strategies that drive real results. In the pages that follow, the Shoppers Drug Mart Thunderbird Village team shares not only their story, but the practical ideas and approaches that other stores can learn from and apply.

‘‘Skills can be taught, but mindset and values matter most. When people feel supported and valued, that energy carries directly into the customer experience.’’

— Alla Osipova

The Power of PeopleFirst Leadership

Alla Osipova

1. How do you intentionally shape the culture and energy of your cosmetics team?

Culture is everything. I’m very intentional about who we bring onto the team, focusing on people with positive attitudes, shared values, and a genuine desire to learn. Skills can be taught, but mindset matters most.

I create a supportive, inclusive environment where everyone feels confident, valued, and heard. That culture comes to life through shared experiences, like our themed Mingle events, where the entire team participates and creates something together. Even on our busiest days, connection is a priority because when people feel supported, that energy carries directly into the customer experience.

We’re also fortunate to have strong leadership support from our associate owner and front store manager, whose belief in our vision allows the team to grow and thrive.

2. What routines help your team consistently deliver exceptional customer service?

Consistency comes from intentional habits. We start each day with quick team check-ins focused on connection, goal-setting, and sharing ideas. I lead with a coaching-first approach, using daily touchpoints to motivate, develop, and recognize the team.

We celebrate wins, big and small, because recognition builds confidence. When customers need something special, the team naturally rallies together. That level of care turns moments into loyalty and makes exceptional service feel natural, not forced.

3. How do you maintain strong product knowledge across categories?

Our team genuinely loves learning. Vendor training is something we look forward to, not something we rush through.

One example was a Lancôme skincare masterclass we hosted in-store, creating a classroom-style experience for both the team and customers. It built confidence, deepened trust, and strengthened client relationships. Beyond formal training, the team stays curious and shares insights with one another, keeping learning fun, relevant, and empowering.

4. How does your team collaborate with pharmacy and derm skincare?

Collaboration between beauty and pharmacy allows us to deliver a truly holistic experience. We work closely together, combining cosmetic expertise with dermatological and medical knowledge.

Using our skin analysis tool, we assess concerns like hydration, sun damage, and acne, which allows us to create customized, results-driven solutions. Customers feel confident knowing their needs are supported through a seamless partnership.

5. What role do vendor partnerships and demos play in your success?

Vendor partnerships bring energy, excitement, and results. I work closely with our vendor teams to create experiences that engage both the team and customers.

Alla Osipova, Cosmetic Manager Shoppers Drug Mart, Thunderbird Village, Langley, B.C.

A standout example was our Biotherm Men’s event, which attracted new customers and made skincare approachable and fun. Through strong partnerships, we’ve also launched premium brands like YSL, Armani, and Anastasia Beverly Hills. These collaborations build trust, loyalty, and long-term success, not just sales.

6. How do you support individual growth while maintaining team performance?

Strong teams are built by developing individuals. I encourage people to explore their strengths and step into leadership.

One example is a team member who started as a makeup artist and, with coaching and support, grew into a Beauty Pro role at a national level. Stories like this show the team that growth is possible. I also build diverse teams so we can confidently serve all customers across age, skin type, and beauty needs.

7. How does digital content support the in-store experience?

Digital plays a big role in how we connect with our community. Through social content, we introduce new products, promote events, and build excitement before customers even arrive in-store.

Our Instagram presence, @shoppers_ thunderbird connects customers to online shopping with Beauty Specialists, skincare consultations, and in-store services. We also promote Shoppers Drug Mart’s digital beauty tools, creating a seamless journey from online discovery to personalized in-store experiences.

8. How do you measure success beyond sales numbers?

Success shows up in behaviour and energy. It’s reflected in returning customers who ask for specific Beauty Specialists, positive feedback, and strong vendor relationships.

Internally, I look at engagement. When team members take pride in their work, support each other, and show confidence and accountability, the culture speaks for itself. Those human indicators, trust, loyalty, and pride, are just as important as any report.

9. How do you keep the environment positive and fun?

I’m very intentional about creating an environment that feels supportive and energizing. We celebrate wins, set clear goals, and commit fully to creative events together. When people feel appreciated and excited about what they do, that energy naturally elevates the entire store experience.

10. What advice would you share with other Cosmetic Managers?

Lead by example and lead with your heart. Your energy sets the tone, especially on challenging days.

Hire people with strong values and positive attitudes, then invest in their growth through learning, encouragement, and trust. Leadership isn’t about doing it alone. When teams feel supported, involved, and allowed to have fun, confidence grows and something truly special happens. That’s when teams don’t just perform, they thrive.

‘‘I recommend products with confidence because I’ve tried them myself. Hands-on experience makes all the difference.’’

— Beauty Advisor

Beauty Advisor Perspectives

Tisha Naiker

How do you stay confident and current with product knowledge?

As a Shoppers Beauty Pro, I’m able to test new product launches through PR, which helps me stay hands-on and informed. I use these products in my own makeup and skincare routines so I can confidently speak to what really works. Staying curious and experimenting with new launches keeps me knowledgeable and authentic when recommending products to clients.

How does teamwork contribute to your success on the floor?

Our team is incredibly supportive. If a colleague knows a client would be a great fit for my style, they’ll recommend me without hesitation. We truly look out for one another, share opportunities, and celebrate each other’s strengths. That sense of teamwork creates a positive environment where it’s easy to grow and succeed together.

Khushi Sohi

What advice would you give a new Beauty Advisor joining your team?

Connect with everyone around you, customers and colleagues alike. Every conversation is a learning opportunity. Don’t be afraid to ask questions or admit when you don’t know something. I started with very little knowledge, but by staying curious and learning from others, my confidence grew. Every question you ask moves you forward.

What makes your store experience stand out from a Beauty Advisor’s perspective?

Our role goes far beyond selling products. We focus on building real connections by listening and truly understanding each customer’s needs. Whether it’s finding a replacement for a discontinued fragrance or helping someone during a busy holiday rush, we always go the extra mile. Our goal is to create memorable experiences that build trust and long-term loyalty.

Dawn Owen

What habits help you grow repeat business and client loyalty?

Loyalty is earned through connection. I focus on remembering details, a client’s favourite shade, past concerns, or personal updates they’ve shared. I follow up, give honest advice, and celebrate their beauty wins. When clients feel seen and supported, they return and often bring others with them.

How do you collaborate with vendors or demos to support customers?

I see vendors as partners. By working closely with reps, I help turn product knowledge into engaging, personalized demos. When collaboration feels seamless, clients feel confident, inspired, and informed. That trust strengthens both the brand experience and my relationship with the client.

Bana Givehchian

What does exceptional customer service look like during a busy shift?

Exceptional service means genuinely caring about every customer, even when it’s busy. Staying patient, focused, and composed allows me to make each person feel welcomed and valued. My goal is always to make every customer feel like a VIP.

How do you build trust with new clients?

I focus on creating a warm, comfortable experience from the first interaction. Listening carefully, asking questions, and tailoring recommendations to their needs builds trust. Honesty, attentiveness, and genuine care are what turn first-time visitors into long-term clients.

Beauty Advisors

Best Practices

Inspired by the Shoppers Drug Mart, Thunderbird Village Team, Langley, B.C.

Build Confidence Through Experience

Use products personally whenever possible so recommendations come from real knowledge and authenticity.

Lead With Connection

Greet every client warmly, listen first, and tailor advice to their unique needs.

Ask Questions and Keep Learning

Curiosity builds confidence. Asking for help and sharing knowledge strengthens both individual and team performance.

Collaborate as a Team

Support one another on the floor, share opportunities, and recognize each other’s strengths.

Partner With Vendors

Work closely with brand partners to deliver engaging, educational, and personalized experiences.

Create Memorable Moments

Go the extra mile, whether finding a replacement for a favourite product or supporting a client during a busy moment.

‘‘Our role goes far beyond selling. It’s about listening, connecting, and creating experiences customers remember.’’

— Beauty Advisor

How to Submit Your Retail Success Story

An Invitation to the Beauty Community

BE Magazine welcomes retail teams from across Canada to share their success stories.

If your store or team is implementing smart strategies, fostering a strong culture, delivering exceptional customer experiences, or achieving meaningful results, we want to hear from you.

Submission Process

1

2

Tell Us

Your Story

Submit a short written overview describing your store, team, leadership approach, and what makes your success unique. This can include customer experience initiatives, education strategies, vendor collaboration, community engagement, or team development.

Highlight the People

Include the names and roles of key team members, including the Cosmetic Manager and Beauty Advisors you would like to feature.

3

4

Share Visuals

Provide high-quality photos that capture your team, instore environment, events, or activations. Images should reflect your culture and energy.

5

Be Open to Q and A

Selected submissions will be invited to participate in a brief interview so we can capture the practical ideas and insights behind your success.

Submit to BE Magazine

Submissions can be sent to contact@beauteschool.com

Our editorial team will review all entries and select features based on alignment with BE’s educational mission.

What Happens Next

Selected Retail Success Stories will be professionally curated and featured in BE Magazine, reaching thousands of Beauty Advisors, Cosmetic Managers, and beauty industry leaders across Canada. Each story is crafted to educate, inspire, and provide actionable insights for the broader community.

Cosmetic Career Spotlight

By Mickey Tortorelli

Janet Entwistle

“Leading

with Heart and Purpose”

With more than two decades in the beauty industry, Janet Entwistle has built a career defined by artistry, education, and connection. As National Artist and Education Specialist for WATIER, Janet brings advanced techniques to life in ways that empower Beauty Advisors and Cosmetic Managers across Canada. In this Cosmetic Career Spotlight, Janet shares the experiences that shaped her journey, her passion for education, and the advice she offers to those aspiring to grow their careers in beauty.

2024

Discover the Journeys of Beauty Industry Trailblazers

Janet Entwistle

1. Your beauty career spans more than 20 years. What first inspired you to pursue makeup artistry, and how did those early experiences shape the educator and leader you are today?

My passion for the beauty industry has always been there. There truly is no industry quite like it. Helping women feel their best is incredibly powerful. Trends evolve and formulas change, but the confidence a great lipstick can give someone never fades. That belief continues to guide the way I teach and lead today.

2. Congratulations on being named the 2024 Beauty’s Best Trainer of the Year. What does this recognition mean to you, and what do you believe contributed most to achieving this honour?

This recognition means so much because the nominations came from industry experts, colleagues, and Beauty Advisors across the country. That makes it incredibly special. When your passion for education resonates with others, it is deeply rewarding and affirming.

3. Your background includes artistry, skincare expertise, masterclasses, training webinars, sales, and media. How have these experiences strengthened the way you support Beauty Advisors across Canada?

I think of education like building a puzzle. Each experience adds a different piece. When they come together, they create training that is practical, informative, and memorable. That balance allows me to support Beauty Advisors in ways that feel relevant and useful at the counter.

4. As WATIER’s National Artist and Education Specialist, how do you translate advanced artistry techniques into confidencebuilding skills for Beauty Advisors and Cosmetic Managers?

It always starts with the audience. Beauty Advisors and Cosmetic Managers are the ones guiding customers in-store, so my focus is on techniques that are practical, relatable, and wearable for everyday life. Keeping the customer top of mind ensures the learning feels achievable and empowering.

5. You are known for delivering impactful masterclasses and digital training. What makes education truly memorable for store teams?

Education becomes memorable when it is engaging, personable, and fun. I love live demonstrations and high-energy environments. When people feel entertained and connected, learning happens naturally and the experience stays with them long after the session ends.

‘‘Knowledge builds confidence, and confidence establishes authority. The moment you stop learning is the moment you stop growing.’’

6. You have represented beauty brands through television, media, and PR events. How have those experiences shaped your communication style?

You really do have only seconds to make a first impression. Whether I am on camera, on stage, or at an event, I aim to be dynamic, informative, and approachable. A little humour always helps. Those moments taught me how to connect quickly and inspire excitement for the brands I represent.

7. Was there a defining moment in your career that significantly influenced your approach to education?

My time as a makeup instructor at Fanshawe College was pivotal. It confirmed that beauty education is my purpose. Creating course content, sharing my passion, and motivating students was incredibly fulfilling. Hearing from former students about where their careers have taken them is still one of the most rewarding parts of my journey.

8. You train Beauty Advisors across the country. What qualities do you consistently see in top performers?

The strongest Beauty Advisors share a genuine desire to keep learning. Knowledge builds confidence, and confidence establishes authority. The best advisors understand that growth never stops. Curiosity, practice, and openness to learning opportunities are key to long-term success.

9. WATIER’s Canadian artistry heritage is a defining part of the brand. How does this influence your creativity and education approach?

WATIER’s Canadian heritage is always top of mind. I love sharing how the brand connects with Canadian customers through innovation, Canadian-sourced ingredients, and more than 50 years of trusted beauty expertise. It brings authenticity and pride to every education session.

10. What advice would you share with Beauty Advisors and Cosmetic Managers who aspire to move into artistry, education, or national roles?

Embrace new opportunities, especially the ones that challenge you. Those experiences often lead to the greatest growth. Stepping into unfamiliar roles pushed me to evolve and ultimately shaped the artist and educator I am today.

Spring 2026 Makeup Trends Made Sellable

How Watier Turns Lipification and Skinification Into Must-Have Results

Spring 2026 is all about makeup that works harder. Today’s clients no longer want to choose between performance and care. They expect both. Two key trends are shaping the season ahead, Lipification and Skinification, and Watier is leading the conversation with innovative formulas designed to elevate results at the counter.

For Beauty Advisors, these trends create opportunities to educate, inspire confidence, and recommend products that feel modern, effective, and irresistible.

Lipification

Where High Shine Meets High Care

Lipification reflects the growing demand for lip products that deliver bold colour, luminous shine, and real skincare benefits. Clients want comfort without compromise, and Watier’s latest innovation delivers exactly that.

Hero Product: Supreme Vinyl Lip Lacquer

This hybrid formula combines the high shine of a gloss with the intense colour payoff of a lipstick, all in a single swipe.

Why Clients Love It

• Vinyl-like shine with vivid colour

• Ultra-comfortable, non-sticky texture

• Even, one-stroke application

• Infused with Labrador Tea, apricot, jojoba, and coconut oils

• Vegan and cruelty-free

Selling Soundbite

‘‘This gives you the shine of a gloss and the colour of a lipstick, without the sticky feel.’’

Pro BA Tip

Layer with a Watier Waterproof Lip Crayon at the outer corners to add depth and definition, then apply Supreme Vinyl Lip Lacquer through the center for instant fullness and impact.

Trend 2:

Skinification

Makeup That Treats While It Perfects

Skinification continues to dominate as clients seek complexion products that enhance natural beauty while delivering skincare benefits. Lightweight textures, radiant finishes, and hybrid formulas are now essential.

Hero Product: Perfection Glow-Boosting Tinted Serum

This illuminating serum foundation delivers instant hydration with a fresh, dewy finish, creating a seamless balance between skincare and makeup.

Why Clients Love It

• Light to buildable coverage with a radiant glow

• Instantly hydrates and evens skin tone

• Patented microdroplet technology

• 98%t natural-origin ingredients

• Formulated with Canadian Ginseng and Vitis Flower

• Available in 14 shades

Proven Results

• 98 percent of Canadian women felt their skin was instantly hydrated with a natural, healthy glow and dewy finish, tested by more than 120 Canadians across the country

• Awarded The Kit’s 2025 Beauty Disrupter Award

Selling Soundbite

‘‘This feels like skincare, looks like radiant skin, and wears like makeup.’’

Pro BA Tip

Apply using the Perfection Foundation Brush and blend in circular motions to activate the micro-capsules. Spot-correct with Portfolio Professional Corrector 4-in-1 where needed.

Key Takeaways

Spring 2026 trends focus on hybrid beauty, where makeup delivers results and care

Lipification meets demand for shine, colour, and comfort in one product

Skinification supports clients seeking hydration, radiance, and lightweight coverage

Watier’s hero products make trend conversations easy to translate into confident recommendations

Education builds confidence, and confident recommendations drive trust and sales

Continue Your Watier Education

Beauty Advisors can deepen their product knowledge through the new Groupe Marcelle Learning Management System (LMS)

Inside, you will find exclusive Watier education programs, expert-led webinars, and seasonal product training designed to support your success on the floor.

Explore upcoming webinars focused on Watier’s Spring launches, including application techniques, trend education, and selling strategies that convert curiosity into purchase.

Be Among the First to Learn and Be Rewarded

Be one of the first 200 Beauty Advisors to create a new account on the Groupe Marcelle LMS and receive a Supreme Vinyl Lip Lacquer!

Education pays off. Click here for your opportunity to be first, informed, and rewarded.

Selling Makeup with Skill, Confidence, and Passion

By Mickey Tortorelli

How developing your makeup skills transforms confidence, creativity, and results.

Selling makeup is more than recommending products. It is about artistry, education, and connection. When you build your skills and understand where your passion lies, selling makeup becomes one of the most rewarding parts of your role as a Beauty Advisor.

In the RBCP® 2.0 Makeup course, we focus on developing the skills that elevate your confidence, strengthen client trust, and turn makeup into an experience rather than a transaction. Whether your passion is trends, technique, tools, or formulas, skill building allows you to show up with purpose and credibility.

Artistry and Technique

Artistry is at the heart of makeup selling. Understanding colour theory, face shapes, undertones, and surface tone allows you to personalize every recommendation. When you know how to correct redness, brighten under eyes, enhance eye colour, or balance facial features with highlight and contour, your advice becomes intentional and results driven.

Technique builds confidence for both you and your client. From prepping the skin properly to blending, placement, and product layering, strong technique ensures makeup looks better, lasts longer, and feels comfortable on the skin. Clients notice when makeup is applied with care and expertise.

Trends That Inspire

Trends often spark curiosity and excitement, but your role is to translate them into wearable, realistic looks. Keeping up with trends allows you to inspire your clients while still grounding recommendations in their comfort level, lifestyle, and goals.

When you can explain why a trend works, how to adapt it, and which products make it achievable, you elevate the experience from copying a look to creating one that feels personal and empowering.

Tools and Application

Tools matter just as much as products. Knowing when to use a brush or sponge, can completely change the result. Teaching clients how to use tools differently, or showing them a quick technique that improves application, builds trust and adds value to every interaction.

Hygiene and preparation are also essential skills. Clean tools, proper sanitation, and a well prepared canvas show professionalism and care, reinforcing confidence in your expertise.

New Formulas and Innovation

Makeup formulas continue to evolve, offering improved textures, finishes, and performance. Understanding coverage levels, finishes, and formulas allows you to guide clients toward products that meet their expectations.

When you can explain why a formula works for their skin type, preferences, or desired result, your recommendations feel thoughtful and informed rather than trendy or rushed.

Selling makeup successfully starts with skill building. When you invest in artistry, technique, tools, and product knowledge, you create meaningful connections and experiences that keep clients coming back.

Key Takeaways

Skill building in artistry and technique transforms makeup selling into a personalized experience.

Understanding trends, tools, and formulas builds credibility and client trust.

Passion grows when knowledge and creativity come together in every consultation.

Continue building your passion and expertise by enrolling in the RBCP® 2.0 Makeup course and take your makeup consultations to the next level.

If you are looking to elevate your makeup confidence and refine your approach on the sales floor, the RBCP® 2.0 Makeup course provides the education, structure, and hands on techniques to support your growth.

An Elevated Vision of Radiance:

The Art of Timeless Beauty

At

Clé de Peau Beauté, beauty is not defined by trends or moments.

It is defined by longevity. By the belief that true radiance is cultivated through intelligence, intention, and time. For today’s luxury client, elevated beauty is not about doing more, but about choosing better.

This philosophy is embodied by Nicole Kidman, Clé de Peau Beauté’s global ambassador. Renowned for her artistry, discipline, and enduring elegance, Nicole represents a modern vision of beauty that evolves with confidence. Her radiance is not a result of immediacy, but of commitment – to craft, to care, and to thoughtful choices. In many ways, she reflects the very essence of Clé de Peau Beauté: beauty that is refined, resilient, and timeless.

At the core of the brand’s innovation is Skin Intelligence Technology, a proprietary science rooted in the understanding that skin is inherently intelligent, able to distinguish between beneficial and harmful stimuli. By strengthening skin’s natural ability to adapt, Clé de Peau Beauté elevates skincare beyond surface-level correction, empowering skin to perform at its highest potential over time.

This advanced philosophy reaches its most exceptional expression in La Crème, Clé de Peau Beauté’s ultimate skincare creation. Developed through years of research and formulated with rare, precious ingredients, La Crème is designed to address the visible signs of aging while supporting skin’s long-term vitality.

La Crème offers a compelling story of precision luxury and performance. It supports skin density, firmness, and luminosity, helping skin appear more resilient and refined with continued use. Powered by Skin Intelligence Technology, it works in harmony with the skin’s natural functions rather than overwhelming them. Its rich, sensorial texture transforms nightly application into a moment of care, reinforcing consistency, a key driver of visible results. Ideal for clients seeking fewer, smarter products that deliver meaningful, long-term benefits.

Nicole Kidman’s partnership with Clé de Peau Beauté reinforces this elevated narrative. Her approach to beauty mirrors that of the brand –intentional, disciplined, and rooted in longevity rather than quick fixes. She represents a woman who understands that true radiance is built over time, through thoughtful rituals and intelligent care.

This story empowers more confident, meaningful conversations. It offers language that reframes luxury as purposeful and performance-driven, helping clients see La Crème not as an indulgence, but as an investment in their skin’s future.

Beauty that elevates is beauty that endures. With Clé de Peau Beauté, an elevated vision of radiance emerges – one defined by intelligence, intention, and the quiet confidence of timeless beauty.

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. Click here 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. Cliquez ici 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 Three Foundations of Successful Skin Care

By Mickey Tortorelli

Elevate your expertise through consultation, ingredient knowledge, and brand understanding.

Selling skin care successfully is not about pushing products or memorizing talking points. It is about credibility, confidence, and connection. When clients trust your knowledge and your process, results follow naturally.

In the RBCP® 2.0 Skin Care course, we focus on three core elements that consistently help Beauty Advisors succeed in skin care. The consultation, ingredient knowledge, and product knowledge.

When these three pillars work together, you move from simply recommending products to delivering meaningful skin care solutions.

The Consultation

When you educate the client, focus on benefits, not just features. Explain how the products address their specific needs and demonstrate when possible. The consultation should feel collaborative, not transactional. Clients want to feel seen, understood, and guided. 1

The consultation is the foundation of every successful skin care sale. It sets the tone for trust, positions you as a professional, and ensures your recommendations are relevant and personalized.

A strong consultation begins by engaging the client and creating a welcoming environment. From there, you explore their needs by asking thoughtful questions, observing their skin, and listening closely to their concerns and goals. Understanding skin type, skin conditions, lifestyle factors, and environmental influences allows you to make informed recommendations.

2

Ingredient Knowledge

Ingredient knowledge builds credibility. When you understand how ingredients work in the skin, you gain confidence in your recommendations and your clients gain trust in your expertise.

Knowing the role of active ingredients such as antioxidants, exfoliating acids, retinoids, peptides, and barrier strengthening agents allows you to explain why a product works, not just what it does. Ingredient knowledge also helps you tailor routines based on skin type, concerns, and sensitivity levels.

When clients understand the purpose behind an ingredient and how it supports their skin goals, they are more likely to commit to a routine and see results. Education empowers both you and your client.

Brand Knowledge

3

Brand knowledge ties everything together. Understanding a brand’s philosophy, ingredient technology, and product positioning allows you to confidently align solutions with your client’s needs.

When you can explain why a brand formulates a product a certain way or how it supports skin health long term, your recommendations feel intentional and professional. Strong brand knowledge also helps you navigate questions around safety, efficacy, and product claims with confidence.

Clients trust advisors who can clearly connect the brand story to real skin results.

Successful skin care selling is built on trust, education, and expertise. By mastering the consultation, strengthening your ingredient knowledge, and confidently representing the brands you work with, you elevate both your credibility and your client outcomes.

Key Takeaways

A structured skincare consultation builds trust and ensures personalized recommendations. Ingredient knowledge strengthens confidence and helps clients understand the value behind products.

Strong brand knowledge allows you to connect solutions to real skin goals and long term results.

If you want to deepen your skin care expertise and feel more confident in every consultation, the RBCP® 2.0 Skin Care course provides the tools, language, and structure to support your success on the sales floor.

Continue your learning journey and elevate your skincare consultations through the RBCP® 2.0 Skin Care course.

Beauty That Elevates

At NEOSTRATA®, elevated skincare begins with integrity. For over 50 years, we’ve pursued one defining truth: 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. But our greatest work is not behind us.

Five decades in, our pursuit hasn’t slowed. It’s only sharpened. With the introduction of our patented MicroDipeptide 229®, this precision peptide, unique in its micro-design, can penetrate effectively and work where expression lines form, helping to sculpt the skin and lift sagging tissues, giving the skin a supported, smoother appearance.

When skincare is designed with results in mind, this is truly optimal science: elegant, exact, and proven.

Elevating the customer experience is the goal to building a loyal client base. Simple transactions must be replaced by consultative experiences, and those can only happen with ease when you’re feeling educated about the products you are selling and who they are for.

Building trust with your customer is easier when you have a brand you can trust, and NEOSTRATA designs products that perform, with results that are proven in the lab and visible in the mirror. The outcome? Products that work harder and smarter!

The toughest customers are the ones that want it all. They have multiple concerns and want big results. NEOSTRATA is designed for these types of customers, and our SKIN ACTIVE collection features the best of technology with the boldest results, perfect for this client. They are impression makers.

Together, these 4 products work in harmony to elevate your skin, addressing lines, sagging, texture, and dullness, so your customer’s skin looks smoother, firmer, and radiant. Featuring ingredients like MicroDipeptide 229® with AHAs, PHAs, and Hyaluronic Acid, it is a complete step-by-step routine that delivers visible results customers can feel and see in as little as one week!

TRI-THERAPY LIFTING SERUM

Our most powerful anti-aging serum, designed with deep expression lines in mind. Formulated with breakthrough MicroDiPeptide²²⁹® for skin that appears visibly firmer, brighter, smoother, and more even toned.

97% of participants, with twice-daily use, said fine lines and wrinkles are softer in just 1 week.

INTENSIVE EYE THERAPY

A volumizing 360° anti-aging eye cream enhanced by the lifting powers of MicroDiPeptide 229® visibly improves signs of aging, including sagging, crow’s feet, fine lines, under-eye wrinkles, puffiness, and discoloration.

94% of participants, with twice-daily use, found the eye area more elastic and firmer in just 2 weeks.

REBOUND SCULPTING CREAM

This plush, hydrating face cream with breakthrough MicroDiPeptide229® technology targets key signs of aging. Improves the look of collagen- and elastin-depleted skin for a lifted, recontoured appearance.

Bounce back to youthful-looking skin in as little as 1 week.*

TRIPLE FIRMING NECK CREAM

A supercharged, triple-action neck cream formulated with breakthrough MicroDiPeptide229® to reduce visible signs of aging on the neck and décolletage for a visibly firmer, smoother, more even-toned appearance.

90% of participants found neck lines and creases softened in as little as 2 weeks of twice-daily use.

Continue your education on the NEOSTRATA Training Hub to deepen your product knowledge, elevate every consultation, and build lasting customer trust through science-backed skincare.

The Quiet Skincare Revolution

By Glenda Raketti

Let me tell you a little secret:

the most exciting things happening in skincare right now aren’t loud. They’re not neon-packaged or screaming ‘‘miracle’”across social media. They’re quieter. Smarter. And honestly? Way more effective.

We’ve officially moved past skincare being about chasing the next shiny ingredient. What’s happening now, and what will really define the future of beauty, is a shift toward skin intelligence.

Why

It’s Smarter Than Ever.

Ingredients and technology that work with your skin, not against it.

Metabolic Beauty Goes Mainstream

This is the big one.

According to Mintel’s 2026 forecast, ‘‘Metabolic Beauty’’ will define next year’s innovation pipeline, with actives like exosomes, peptides, and fermented polysaccharides becoming part of everyday skincare.

• Exosomes are microscopic messengers that help skin communicate, repair, and regenerate — supporting collagen, healing, and overall radiance. While they may sound intimidating, they give Beauty Advisors a clear way to shift the conversation from hype to how skin actually functions.

• Peptides are skin-signalling ingredients that support collagen production, barrier strength, and repair — making them key for long-term skin resilience and visible firmness.

• Fermented polysaccharides help improve hydration, barrier function, and skin comfort by enhancing ingredient absorption and supporting a healthier skin ecosystem.

While biotech ingredients can sound intimidating, they give Beauty Advisors a powerful opportunity to educate. At their core, these ingredients support skin communication, repair, and resilience, shifting conversations from hype to function.

Consider:

IDC

Dermo Express Multi-Action Cream

Part of IDC’s science-led line, it’s a multi-benefit cream designed to support visible skin aging concerns with dermo-cosmetic actives.

Marcelle Peptide + Probiotic Eye Care Cream

Contains Lactobacillus ferment, a microbial polysaccharide-derived ingredient that supports hydration and skin comfort.

NEOSTRATA® Skin Active Triple Firming Neck Cream

Targets firmness and elasticity with advanced peptide-like tech for neck and décolletage.

From Anti-Aging to Longevity

The language is changing –and it matters.

Instead of ‘‘erase’’ and ‘‘reverse,’’ we’re talking about preserving skin health, strengthening the barrier, and supporting long-term resilience. Peptides, ceramides, and gentle retinoid alternatives are leading this shift. The goal isn’t perfection – it’s skin that behaves better over time.

Consider:

Elizabeth Arden Advanced Ceramide Capsules

Peptide + barrier repair in one.

Olay Regenerist Micro- Sculpting Serum

Niacinamide + peptides for longerterm smoothness.

NEOSTRATA® Skin Active Tri-Blend Lift Serum

AHA + peptides (gentle lift + renewal).

Barrier Care

Is

the Foundation of Everything No glow without protection.

Ceramides, niacinamide, glycerin, and urea might not be flashy, but they’re doing the heavy lifting behind the scenes. As clients layer actives and devices into routines, barrier care has become non-negotiable, especially for sensitive, reactive, or post-procedure skin.

Consider:

CeraVe Moisturizing Cream

Ceramides + HA barrier backbone.

La Roche-Posay Toleriane Dermallergo Cream

Sensitive skin barrier hero.

Jouviance 3-in-1 Anti-Age

A cult classic from a Canadian dermoinspired brand featuring ceramides and peptides to strengthen the barrier and support firmness.

Precision Over Blanket Solutions

One-size-fits-all is officially over.

The spike in interest around hyperpigmentation, eye care, and targeted treatments shows that consumers want solutions that address specific concerns without compromising skin health. Think brightening paired with barrier support, not aggressive correction.

Consider:

NEOSTRATA® Enlighten Illuminating Serum

Targets hyperpigmentation and uneven tone with a blend of glycolic acid and brightening actives designed to refine texture and even skin tone without harsh irritation.

La Roche-Posay Pigmentclar Serum

A focused brightening serum that helps reduce the appearance of dark spots and discoloration, using gentle, blemish-friendly actives that respect the barrier.

Marcelle Eye Focus Care + Caffeine

A targeted eye treatment formulated with caffeine and soothing hydrators to help reduce puffiness, brighten the under-eye area, and support delicate skin without aggression.

Beauty Devices Come Home

Clinic-adjacent is the new normal.

LED masks, microcurrent tools, and red light therapy have moved from dermatologist offices into bathrooms, and they’re not going back. What’s different now is credibility. These tools are increasingly backed by real research, making them easier for BAs to recommend with confidence.

Consider:

Foreo FAQ 202

Multi-wavelength light therapy to support firmer, brighter-looking skin at home.

Shark CryoGlow

Pairs light therapy with cooling undereye pads to target acne, puffiness, and visible signs of aging.

Silk’n LED Face Mask 100

LED mask using red light to support collagen, smoother texture, and radiance.

Regenerative Beauty Enters the Conversation

Repair beats replacement.

Instead of masking damage, these innovations focus on rebuilding the skin by supporting collagen, strengthening the barrier, and encouraging recovery over time, without aggressive actives. This shift reflects a growing discomfort with treatments that push the skin too far, too fast, and a clear preference for healthy, natural-looking skin.

Ingredients like polynucleotides, exosomes, and growth-factor-inspired technologies are fueling a regenerative mindset, focused on rebuilding skin rather than masking damage. This aligns with a growing discomfort around treatments that push the skin too far, too fast, and a preference for natural-looking skin quality.

• Polynucleotides - which are skinrepairing molecules that support natural renewal and improve overall skin quality

• Growth-factor-inspired technologies - mimic skin’s natural repair signals to support collagen production, barrier strength, and recovery, helping skin look healthier and more resilient over time without aggressive actives. They are fueling a regenerative mindset, focused on rebuilding skin rather than masking damage.

Consider:

La Roche-Posay Cicaplast Baume B5+

A cult-favourite repair balm that supports barrier recovery, calms irritation, and helps skin rebuild after stress or over-treatment — a perfect example of repair over replacement.

Avène Cicalfate+ Restorative Protective Cream

Designed to help compromised or sensitized skin recover, this cream focuses on soothing, barrier repair, and resilience rather than pushing rapid change.

NEOSTRATA® Restore PHA Daily Moisturizer

A gentle, regenerative-leaning moisturizer that uses PHAs to support skin renewal while maintaining hydration and barrier integrity — ideal for clients who want results without irritation.

Sustainability Gets Specific

Vague claims don’t cut it anymore

Reports from Cosmetics Design, Vogue, and Covalo Marketing Intelligence highlight a ‘‘Blue’’ shift in consumer demands. This is sustainability, but grown up.

‘‘Blue Beauty’’ now means traceable marine sourcing, ocean-safe formulations, regenerative seaweed farming, and real accountability. Consumers want traceability and circular sourcing, not promises, and brands are being held to that standard.

Consider:

Marcelle Eco-Defense Cream

Eco-conscious Canadian choice.

Vichy Minéral 89 Hyaluronic Acid

Serum

Made with 89% Vichy volcanic water sourced from a protected region in France, this is a strong example of traceable water sourcing paired with a minimalist, refill-forward sustainability strategy.

Avène Thermal Spring Water Spray

Sourced from a single, protected spring with documented traceability and environmental stewardship, Avène highlights responsible water management and long-term ecosystem protection — a quiet but credible take on Blue Beauty.

Simplicity Becomes Sophisticated

Fewer steps. Better formulas.

There’s a renewed appreciation for familiar ingredients, hyaluronic acid, AHAs, oats, rice, and caffeine, when they’re well formulated and well explained. Simplicity now signals confidence, not compromise.

Consider:

Vichy Minéral 89 Hyaluronic Acid Serum

A minimalist, derm-trusted formula that spotlights hyaluronic acid and mineral-rich water to strengthen the skin barrier and boost hydration—proof that simple can still feel premium.

NEOSTRATA® Glycolic Renewal Smoothing Lotion

A refined take on AHAs, this formula delivers effective exfoliation while maintaining skin comfort, showing how classic acids can be sophisticated when properly balanced.

Aveeno Calm + Restore Oat Gel Moisturizer

Powered by oats, this soothing gelcream supports the skin barrier and reduces sensitivity, highlighting how familiar ingredients can deliver modern, skin-health-focused results.

Water Enters the Chat

Here’s the skincare step no one used to talk about.

Skincare isn’t just about what you apply; it’s also about what you rinse with. Chlorine, hard water minerals, and heavy metals can disrupt the skin barrier, contributing to dryness and sensitivity.

As haircare becomes increasingly “skinified,” consumers are treating the scalp like facial skin, and that awareness naturally extends to water quality. Shower filters are emerging as a simple way to support both skin and scalp so products can perform at their best.

Education Is the New Luxury

This is where beauty truly elevates.

Today’s clients don’t just want products; they want understanding. They’re asking better questions, reading labels, and expecting thoughtful recommendations. Beauty Advisors who can explain why something works instantly elevate the experience and build trust that lasts beyond a single purchase.

Key Takeaways

Innovation matters, but fundamentals still win. New biotech ingredients are exciting, but proven workhorses like AHAs, hyaluronic acid, ceramides, and niacinamide remain essential.

Healthy skin beats aggressive skin care. Longevity, barrier care, and regeneration are replacing quick-fix correction. Knowledge elevates everything. The future of beauty belongs to those who can translate science into confidence.

Because the most powerful beauty trend of all? Understanding the skin and treating it with respect.

Want to Learn More?

Explore the Skin Care course in the Retail Beauty Advisor Certification Program® 2.0 to help you elevate your in-store customer experience. This course will give you the tools to assess skin types, identify concerns, and recommend the right products, all while engaging customers in meaningful, educational conversations.

This course is about more than just skin care. It’s about mastering retail-ready confidence. Whether recommending a full routine or addressing a specific concern, you’ll be prepared to turn every customer interaction into an opportunity to drive sales and build lasting relationships.

ANTI-AGE CERA+

From Reaction to Repair

Sensitive skin is not just a comfort concern, it is a confidence barrier. Redness, tightness, dryness and visible signs of aging often appear together, making product recommendations more complex for Beauty Advisors. Anti-Age Cera+ by Jouviance was developed to address this challenge with a dermo-cosmetic approach that moves skin from reaction to repair while respecting the unique needs of sensitive skin.

Hypoallergenic, dermatologist-tested and nonirritating, Cera+ is suitable for use on the face, neck and décolleté, areas where sensitivity and signs of aging are often most visible.

From the age of 40 onward, the skin’s natural production of protective lipids such as ceramides, fatty acids and cholesterol decreases. As the skin barrier becomes more permeable, moisture loss increases, inflammation intensifies and sensitivity to external aggressions rises.

The result is irritated skin and wrinkles that appear more pronounced. Cera+ is designed to interrupt this cycle and restore skin harmony.

At the heart of this serum is a biomimetic tri-ceramide complex, composed of ceramides 1, 3 and 6 II. These skin-identical lipids help repair and strengthen the skin barrier, improve comfort and reduce sensitivity while supporting the skin’s natural defense mechanisms.

This technology works in synergy with Roman chamomile extract, an ingredient derived from the latest advances in neurocosmetics, known to rebalance the skin microbiome, calm neuroinflammation and visibly reduce redness.

From the very first application, its light, cocooning texture envelops the skin in a veil of softness. Comfort is instantly restored and, day after day, fine lines and wrinkles appear smoother. Clinically proven results show that 100 percent of participants felt immediate soothing, with 95 percent still experiencing comfort eight hours after application, and hydration increased by 23 percent after just 30 minutes following four weeks of use.

• Sensitive or reactive skin

• Redness, discomfort, tightness or dryness

• A weakened skin barrier

• Clients seeking anti-aging benefits without irritation

• Fine lines and wrinkles linked to sensitivity

• Face, neck and décolleté care

How to Introduce Jouviance Cera+ to Your Client

Cera+ is ideal for clients who mention redness, sensitivity, dryness or discomfort, especially when anti-aging benefits are also desired. Position it as a smart shield for sensitive skin that calms, strengthens and smooths while restoring comfort to the face, neck and décolleté.

Suggested Beauty Advisor Introduction Statements:

• ‘‘If your skin reacts easily, this serum was designed to repair the skin barrier while visibly calming redness and smoothing fine lines.’’

• ‘‘Cera+ combines biomimetic ceramides with Roman chamomile extract to strengthen sensitive skin and restore comfort, without irritation.’’

• ‘‘This is a great anti-aging option if you want results but need a formula that is gentle, hypoallergenic and dermatologist-tested.’’

Apply morning and night after cleansing with Jouviance Hydraactiv 4-IN-1 Cleanser, gently massaging the serum into the face, neck and décolleté. Complement with an eye contour treatment and a moisturizer adapted to the client’s level of sensitivity.

Key Takeaways

Designed for sensitive skin

Hypoallergenic, dermatologist-tested and non-irritating

Suitable for face, neck and décolleté

Biomimetic ceramides repair and strengthen the skin barrier

Roman chamomile extract calms neuroinflammation and rebalances the microbiome

Immediate comfort with visible anti-aging benefits

Jouviance Connect supports ongoing education and selling confidence

Deepen Your Expertise with Jouviance Connect

Understanding sensitive skin requires ongoing education. Through Jouviance Connect, Beauty Advisors can access in-depth training on skin barrier science, ceramides, neurocosmetics and personalized routines for sensitive skin. Create your account to strengthen consultation skills, build confidence and elevate every recommendation.

Ask Us Anything, About Beauty

Real questions from

our

readers, real conversations at the counter

Every day, Beauty Advisors are asked to simplify skincare, cut through trends, and help clients make smart, confidencebuilding choices. These three questions came directly from BE readers, and the answers are designed to be memorable stories you can retell, not scripts you have to memorize.

Ardebilifarshi asks:

‘‘What’s one skincare ingredient you believe everyone should have in their routine?’’

If skincare were a house, sunscreen would be the roof. You can invest in the best serums, moisturizers, and treatments, but without daily sun protection, everything underneath is slowly being damaged.

Why sunscreen matters every single day

Sun exposure is the number one cause of premature aging. Fine lines, wrinkles, uneven tone, dark spots, loss of firmness, and even broken capillaries are all strongly linked to UV exposure. More importantly, sunscreen is a critical defense against skin cancer.

This damage does not only happen on sunny beach days. UV rays reach the skin through clouds, windows, and during everyday activities like driving, walking, or sitting near natural light.

That is why sunscreen is not a seasonal product, it is daily skincare.

Understanding the types of sunscreen

Beauty Advisors often gain trust when they explain sunscreen in simple terms.

1. Mineral (Physical) Sunscreens

These sit on top of the skin and act like a shield, reflecting UV rays away. Common filters include zinc oxide and titanium dioxide. Best for sensitive skin, post-procedure skin, and clients who prefer gentler formulas.

2. Chemical Sunscreens

These absorb UV rays and convert them into heat that is released from the skin. They are often lighter in texture and easier to layer under makeup.Common filters include Avobenzone, Octocrylene, Octisalate, Homosalate, Ensulizole. These ingredients are widely used in Canadian mass, derm, and prestige sunscreen brands. Ideal for clients who want invisible, fastabsorbing formulas.

3. Hybrid Sunscreens

A hybrid sunscreen combines mineral filters (zinc oxide and or titanium dioxide) with chemical filters (such as avobenzone or octocrylene).

Think of it as double defense:

• Mineral filters reflect some UV rays

• Chemical filters absorb the rest

This approach improves protection while creating formulas that feel lighter and look better on the skin.

How to explain it to your client

‘‘I think of sunscreen as your skin’s daily insurance policy. It protects everything you are already doing for your skin and prevents future damage you cannot see yet.’’

Maria Dorego asks:

‘‘With all the questions about Vitamin C versus Niacinamide, how do we know which one to recommend?’’

Vitamin C and Niacinamide are not competitors, they are teammates. The key is knowing which one your client needs right now.

Vitamin C, the brightener and protector

What it is:

An antioxidant that protects skin from environmental damage.

What it does:

• Brightens dull skin

• Helps fade dark spots

• Supports collagen for firmer-looking skin

• Defends against pollution and UV-related stress

What it does not do:

It does not calm redness or repair a damaged skin barrier.

Who should use it:

Clients concerned about dullness, uneven tone, early aging, or environmental stress.

Where you find it:

Serums, ampoules, and sometimes moisturizers, typically used in the morning under sunscreen.

Niacinamide, the strengthener and balancer

What it is:

A form of Vitamin B3 that works with the skin’s natural barrier.

What it does:

• Strengthens the skin barrier

• Reduces redness and blotchiness

• Balances oil production

• Refines the look of pores

What it does not do:

It will not dramatically brighten dark spots on its own.

Who should use it:

Clients with sensitive, reactive, oily, or acne-prone skin, or anyone struggling with redness.

Where you find it:

Serums, moisturizers, toners, and treatments, suitable for morning and night.

How to explain the difference:

‘‘Vitamin C brings glow and protection. Niacinamide brings balance and strength. One energizes the skin, the other stabilizes it.’’

Alyssa Willis asks:

‘‘When I take a break from using retinol, why does my skin break out or get flakey?’’

Retinol does not change your skin type, it manages it.

When you stop using it, your skin often returns to its natural behavior.

Why breakouts happen:

If your skin is oily or acne-prone, retinol helps keep pores clear by increasing cell turnover. When you pause retinol, oil and dead skin cells can build up again, leading to congestion and breakouts.

Why flakiness happens:

Flaking is a common and normal response to retinol, especially when starting or increasing use. Retinol accelerates cell renewal, which means old cells shed faster than usual.

This is not damage, it is adjustment.

How to use retinol by skin type

Beginner or sensitive skin:

Use 1 to 2 nights per week, apply to dry skin, follow with moisturizer.

Oily or acne-prone skin:

Build up slowly to 3 to 4 nights per week, focus on consistency rather than strength.

Mature or sun-damaged skin:

Gradual increase in frequency, always paired with hydration and daily sunscreen.

Cosmetic versus prescription retinol

Over-the-counter cosmetic retinol is limited to a lower percentage for safety and tolerance. Prescription retinoids are much stronger and work faster, but also carry a higher risk of irritation and require medical supervision.

How to explain it to your client:

‘‘Retinol is like a personal trainer for your skin. When you stop training, the results fade. The key is consistency, patience, and protecting your skin with moisturizer and sunscreen.’’

Great skincare advice is not about overwhelming clients with facts. It is about telling a story they can remember and repeat.

Sunscreen protects the future.

Vitamin C brings glow.

Niacinamide brings balance.

Retinol keeps skin functioning at its best.

When Beauty Advisors understand the story, confidence follows, and so do results.

Have a Beauty Question?

Send your questions to contact@ beauteschool.com with ‘‘Ask Us Anything’”in the subject line. Your question could be featured in next month’s issue!

Rethinking Growth: Setting Goals with Compassion, Flexibility, and Purpose

By Alexandra Duz (She/Her) MA, Registered Psychotherapist duzalexandra@gmail.com

And just like that, another calendar year is behind us!

For many of us, January symbolizes a fresh start, an opportunity to reflect and set goals for the coming days ahead. We start the year feeling motivated, prepared, and confident about these shifts we’re hoping to make in our lives.

I don’t know about you, but my new year resolution success rate has been nothing to brag about! However, I’ve always appreciated an opportunity to engage in some self reflection, take stock of my accomplishments, and explore the ways I’d like to grow. For some of us, this process is invigorating. For others, it can be daunting. But nonetheless, at many points in life, we find ourselves walking along our unique paths toward self-improvement.

Today, many of us are motivated by instant gratification and western society and culture have much to do with that!

Socially speaking, we have been conditioned to normalize and become accustomed to quick fixes, instant results, and many of us really struggle with distress tolerance and attention span. Not to mention, our “hustle” culture which prioritizes productivity over well-being, can tend to orient us towards goal setting that can be wildly ambitious and focused on quick results. After we’ve established these goals, we usually jump out of the gates running, feeling aligned and motivated. We amp ourselves up and think nothing will get in our way this time.

Inevitably, life throws us obstacles. It is unpredictable and destabilizing. We can go through bouts of low energy, higher times of stress, and unforeseeable challenges and change. During these periods, it can feel impossible to stay on top of our goals in the ways we so romantically envisioned. My hope for this article is to leave you feeling curious about how you set your goals, how you treat yourself and bounce back when life inevitably tests us, and that lasting growth without pressure, rigidity, and exhaustion, means prioritizing compassion and flexibility over perfection always!

When we think of growth, we think of goals. Even in many psychotherapeutic approaches, goal setting is thought to be an important part of supporting clients on their journey towards change. Though specific goals are incredibly helpful for many of us, sustainable growth can also be less structured.

Growth will feel challenging, but it should also feel expansive, invigorating, and considerate of our capacity and season in life. When considering your goals, it is important to consider your values and needs. What really matters to you at this time in your life. I know my values in my mid 20s as a single woman finishing her education were vastly different from the mom, psychotherapist, and partner I am today!

We change, our environments change and we have to find a way to survive and thrive. Which is why practicing self-reflection around our values and needs is a crucial step in considering which directions you’re wanting to grow.

Aligning goals with your core values allows you to create a life that is heart-centered and authentic to who you are today. Therefore, it’s so important to take the time to learn about yourself! What you really care about, what invigorates you, and most importantly, what makes you feel connected to yourself and others.

Having goals that matter in this way helps us blend our intentions for living with our actions and choices. Therefore, if we think about goal setting in the context of aligning our actions with our values, we can be so creative about the ways we can do this, and hopefully, enjoy the process and outcomes of our efforts in a much more meaningful way.

There are so many great activities available online to help you discover your values. I invite you to find a top ten that really speak to you and see how they apply to the many different areas of your life: relationships, career, education, self-care, parenting, family, social connections, spirituality, community, and health. Identifying your biological, social, psychological, and emotional needs in each of these categories is also a great step towards helping you narrow down what might need some attention at this time.

Another important consideration when actively working towards a goal is how we treat ourselves when we seem stagnant or feel discouraged to keep trying.

It is important to remember we all find ourselves in this position at some point. It’s human, and it doesn’t mean there is anything wrong with you. You’re lacking motivation isn’t the problem. You’re not “undisciplined” or “lazy”. But many of us are likely to beat ourselves up about the ups and downs of our performance or capacity, frustrated by our shifts of inspiration, all possibly contributing to a sense of self-blame, guilt, shame, and inevitably, a sense of paralysis in our bodies.

We can all get stuck there, especially those of us that are ambitious goal-setters, who are highachieving, and often, highly self-critical. Yes, working towards our goals will be challenging at times, but it is not meant to feel imprisoning. They’re meant to offer us some boundaries or guidelines for acting that are mindful of our heart’s desires, season of life, needs, and values. Which means they must be open to ongoing reflection and modification.

When we feel as though our goals are no longer working or we are struggling to maintain a level of performance, we should normalize this experience and have some compassion for how hard change can be. Then, get curious about why these goals aren’t working, are they realistic? Do they genuinely matter to me? Have other things become more of a priority? Maybe it’s a sign that our goals themselves may need some changing.

When you do find yourself at the point of feeling aligned and ready to implement some changes in your life, the following two tools can be an excellent way of supporting yourself through the

more practical parts of goal making and planning. The first is the Stages of Change Model. This model helps us determine where we fall in our readiness to implement change. From pre-contemplation, contemplation, preparation, to action and then maintenance and “relapse”, we may find ourselves bouncing from one category to the next, and not always in a linear fashion.

The hope is to use this model as a guide for supporting you through the complex stages of change. Normalizing “relapse” (or engaging in old behaviours), as a routine part of the change cycle. Resources for the Stages of Change Model and strategies for supporting yourself through the stages of change are free and readily available on the internet!

SMART goals can be a great way to check-in and ensure that the goals we’re developing and the strategies for actioning and maintaining our goals will realistically support our success. Goals should be specific, measurable, attainable, relevant to our lives, and sensitive to time.

Establishing SMART goals are a great way of helping you bridge the gap between the preparation and action stage!

Sustainable change is slow. It is a daily effort to act in a way that is intentional and aligned with our values and needs. It is imperfect, messy and will be consistently evolving. But with every passing moment we come back home to ourselves, and recognize what we need in this moment to feel reconnected to our hearts desires, it can be a ‘‘new year’”all over again.

The Professional Polish

By Mickey Tortorelli

How advanced nail care knowledge enhances confidence and client trust.

In February, as we explore Beauty That Elevates You, there’s no better place to begin than at the fingertips. Professional nail care isn’t a trend, it’s a form of self-expression and confidence that shows the world how someone feels as much as how they look. Scientific literature supports that thoughtful self-care rituals—like professional manicures and pedicures—can enhance relaxation, well-being, and self-esteem.

The power of nails goes beyond polish. A wellgroomed nail speaks to attention to detail and self-worth, whether your client chooses neutral tones or bold hues that reflect personality and mood. At the same time, new product technologies and ingredient innovations are redefining what customers expect from nail care.

For beauty advisors, guiding clients to the right products—with confidence and authority—is critical to building trust and loyalty. To support at-home care between salon visits, your retail store or online site may offer a broad range of treatments, base coats, top coats, and polish options that help clients maintain their look and care routine.

What’s new in nail care

Natural-enhancing finishes

1

2

Leading beauty publications highlight the rise of nail illuminators and hybrid finishes that enhance the natural nail with subtle luminosity, appealing to clients seeking a “your nails, but better” aesthetic.

Tech-driven formulas and long-wear systems

Nail trends are increasingly guided by consumer expectations for durability, performance, and health-forward formulations. Long-wear lacquers and premium gel systems now integrate safer photoinitiators and conditioning agents that improve flexibility and reduce brittleness.

3

Health meets beauty

Developments in nail health science mean treatment products now balance aesthetics with strengthening benefits. Tools like cuticle serums, strengtheners, and conditioning base coats are essential add-ons that elevate results.

Want to serve your clients with even more confidence?

The RBCP® 2.0 Nail Care Course from BeauteSchool equips you with essential knowledge of nail anatomy, hygiene, grooming, and consultation skills using the proven 5-step E5 method.

Whether you’re a new hire or an experienced advisor refreshing your skills, this course helps you have authoritybuilding conversations, recommend the right tools and treatments, and turn every nail consultation into a growth opportunity.

Elevate your beauty expertise—enroll in the RBCP® 2.0 Nail Care Course today and make every consultation count. Your clients—and your confidence— will thank you.

Level Up Your Hair Colour Game

By Glenda Raketti

What’s Trending and How to Help Your Customers

Let’s talk about hair colour. This can be a scary topic to approach with a customer because you do not want to give the wrong advice. The effects of a bad hair day can take a toll on the best of us.

With the current economic state, the market is shifting, and you may be seeing more customers trying to replicate salon results themselves at a fraction of the price. Or maybe they are waiting longer between salon visits and looking for ways to make their budget stretch without sacrificing their look.

As Beauty Advisors, we are the bridge between a ‘‘box dye fail’’ and a ‘‘salon quality win.’’

We know the aisle can feel a bit overwhelming. The sheer size of it, the number of choices, new brands popping up, packaging changes, and customers coming in with more questions than ever can make the experience feel intimidating.

Here is the lowdown on what’s happening in the world of hair colour and how you can help your customers navigate it like a pro.

Keep It Realistic

Unless your customer is knowledgeable and trained in the complexities of major hair colour changes, it is best to advise them to stick to a colour within two levels of their base hair colour.

For example, going from black to blonde is not easily achieved, nor is blonde to black. Both major changes require multiple steps, techniques, and technical knowledge, which is not realistic for the average person.

A subtle change of a level or two, such as moving from a medium blonde to a light brown, is easily achieved with a single box dye.

Know the “Shelf Strategy”: Directing the Traffic

One of the easiest ways to help a customer is to know where to take them first. Most hair colour sections are segmented into the following primary needs.

For the customer who simply needs to hide greys and extend their last full colour. This is a huge category right now, with root coverage growing two times faster than other segments.

Salon Quality

For the DIY enthusiast who wants a professional, high pigment result at home.

The Green Zone

For the socially conscious or “clean” shopper looking for nature driven brands such as Herbatint or Natural Instincts.

The Ammonia Free Revolution

Did you know ammonia free colour is the fastest growing segment in the market? Customers are more concerned about damage than ever before.

The South Asian Influence

In Canada, we are seeing a strong influence from the South Asian community. This group tends to be very conscious of hair health and damage, which is a major driver behind the shift toward ammonia free formulas.

The Technology Is Better

Ammonia free colour is no longer just gentle. It is effective. Modern formulas are long lasting and can actually help strengthen or condition the hair throughout the colouring process. It is no longer limited to a small tube of post colour conditioner. Each step of the formula now incorporates ingredients that support hair health.

Getting to the Root of It

Root touch up kits offer quick and convenient solutions for covering greys and regrowth between salon visits. These kits feature easy to use brush applicators for precision application, fast processing times, and permanent results.

They are designed, both in formula and application method, to seamlessly blend the line between new growth and the rest of the hair. At a fraction, a very small fraction, of the cost of a salon visit, it is easy to see why this category is growing so quickly.

Tech Tools: The Virtual Try On

You have probably noticed QR codes on some hair colour boxes. These lead to a Virtual Try On experience.

Pro Tip! Virtual Try On tools are excellent for helping customers visualize tone. For example, deciding whether a warm or cool blonde suits them better. Remind customers that Virtual Try On does not guarantee how the colour will take on their specific base. It shows the result, not the journey. If someone with dark hair tries a platinum blonde filter, the box will not achieve that result in one step.

For the ‘‘Custom’”Customer: Mixology

If you have a customer who misses the salon experience but needs to save money, direct them toward a brand with a DIY approach, such as Ice Cream. These brands allow customers to choose their own peroxide levels, such as 20%, 30%, or 40%, to customize lift, and mix colour tubes to create a personalized blend.

Do Not Forget the

‘‘Insurance Policy’’

Since approximately 70% of hair colour users repurchase the same shade, getting it right the first time matters. To help colour last longer and hair stay strong, recommend a deep treatment with every hair colour purchase.

A keratin mask, such as one from Henkel, acts like an insurance policy. It helps repair the hair and lock in colour for longer lasting results.

Innovation Spotlight: The ‘‘Keurig’’ of Hair Colour

Keep your eyes open for a newer hair colour tool from L’Oréal called Colorsonic. It functions similarly to a K Cup or Keurig style system. Using a colour cartridge, the device mixes and applies colour as you brush it through the hair.

It offers fast application, 100% grey coverage, and bristles that can cover up to 20,000 strands of hair per minute for even distribution. One cartridge can last up to three applications. While it is currently limited to US online orders, it is definitely one to watch.

The Bottom Line: Ask Good Questions

Customers expect drugstore hair colour options to perform. They want results without damage, and your consultation gives them the confidence to move forward.

Here are a few questions to guide the conversation:

1. Have you tried at home hair colour before? If yes, were you happy with the results?

2. Do you want the same shade again?

3. Are you looking for a root touch up or full head colour?

4. What results are you looking for? Grey coverage, a fun change, lighter or darker, added shine or gloss, permanent or non permanent results?

Many hair colour boxes also include a toll free number, allowing customers to speak directly with a hair colour expert for additional guidance.

Products to Check Out

ColorStrong by Clairol

Multidimensional colour with zero ammonia and 100% grey coverage. This formula reinforces hair structure throughout the colouring process.

Step 1: Prime

A bonding primer with AHA prepares the hair for colour.

Step 2: Colour

Reflective pigments and AHA fill the hair with multidimensional tones.

Step 3: Treat

A bonding treatment with AHA seals in colour and reinforces hair structure.

L’Oréal Paris Excellence Crème Universal Nudes

A refreshed take on a classic. This ammonia free permanent hair dye offers 100% grey coverage and is infused with ceramides for up to 90% less breakage compared to untreated hair. The Universal Reflect formula blends warm and cool tones to complement all skin tones. The triple care routine includes a protective colour cream, gentle shampoo, and nourishing deep conditioner for long lasting results.

Garnier GOOD

A 90% natural origin formula enriched with sustainably sourced shea butter. This ammonia-free permanent colour provides up to 100% grey coverage. The mask-like, non dripping application makes it easy to use and less intimidating. Everything is mixed directly in the packaging and applied like a hair mask.

Key Takeaways

Setting realistic expectations is the key to preventing hair colour disappointment and building trust.

Understanding trends, technology, and shelf segmentation helps you guide customers with confidence.

Strong consultation skills turn hair colour from a risky purchase into a successful result.with purpose.

Want to Learn More?

The RBCP 2.0 Hair Colour and Care Course provides Beauty Advisors with a comprehensive understanding of hair structure, colour levels, tones, and types. It teaches how to apply this knowledge in real retail scenarios, whether assisting with an at home kit or recommending care products for coloured hair.

Look Good Feel Better

Helping people facing cancer feel more like themselves again

This well-loved Canadian charity offers free workshops for people facing cancer, providing valuable tools and techniques and practical information to help manage the impact of cancer and its treatment. Offered in-person and online, this vital programming in supportive care encourages positive mental health and well-being.

What happens in Look Good Feel Better workshops?

A LGFB workshop is a time when participants can concentrate on themselves – a time when cancer is not in charge. Teams of expert volunteers lead the program, fostering a welcoming environment where patients can interact and connect with others facing similar experiences.

In the workshop, women learn to care for skin impacted by cancer treatment and counter-act sideeffects such as dry skin and change in pallor. They practice techniques for managing the loss of brows and lashes in addition to makeup hygiene and sun safety, two very important aspects of skincare during cancer treatment.

LGFB’s workshops are offered in-person at 80 locations across Canada. They are also offered online several times a month; they’re fully accessible to all Canadians, no matter where they live.

Other online workshop topics include Teens, Wigs & Hair Alternatives, Breast Prostheses, Bras & More, Post-treatment Nutrition, Advanced Skincare, Areola Tattooing plus Skincare & Shaving for men.

Where can I find out more?

Visit Look Good Feel Better online to register for both in-person and online workshops. People interested in using their cosmetics or skincare expertise to help support Canadians facing cancer are encouraged to learn more about volunteer opportunities.

‘‘I just

remember that during cancer treatment, I would hate the mirror. So, when I could look in the mirror and recognize myself, it was a gift to me and my family. I could attend my daughter’s middle school graduation feeling good. That’s what Look Good Feel Better’s workshop did for me.’”

Why the Beauty Industry Learns with BeauteSchool

By Mickey Tortorelli

Award winning education, industry expertise, and a learning experience unlike any other.

The beauty industry is unlike any other. It moves quickly, evolves constantly, and demands education that is relevant, flexible, and results driven. That is why beauty brands need more than a learning management system. They need a partner who understands beauty education from the inside out.

At BeauteSchool, we do not just deliver learning. We design beauty education experiences that inspire, engage, and perform. Our Learning Management System was built specifically for the beauty industry, shaped by decades of hands on experience and refined through partnerships with the most respected beauty brands in Canada.

Why Brands Need the BeauteSchool LMS

Beauty Advisors learn differently. They are visual, hands on, and time constrained. Traditional training methods simply do not work in today’s retail environment.

The BeauteSchool LMS meets learners where they are, offering flexible, on demand education that supports every learning style. From micro-learning and eLearning modules to live webinars, blended learning, and performance tracking, our platform delivers education in ways beauty professionals can actually absorb and apply.

Our partners choose BeauteSchool because we understand the realities of the sales floor and design education that drives confidence, connection, and results.

Five Reasons Brands Partner with BeauteSchool

1

Unmatched Beauty Industry Expertise

No one knows the beauty industry and beauty education better than we do. Our team brings decades of experience in retail, brand training, and professional education, ensuring content is relevant, credible, and immediately actionable.

2

Learning Designed for Every Style

Our LMS supports every type of learning imaginable. Micro learning, eLearning, blended programs, live learning, quizzes, evaluations, and resource libraries all live in one seamless ecosystem.

3

Industry Leading Micro-Learning

We work closely with our partner brands to design the most effective micro-learning in the industry. Short, focused, and impactful modules allow learners to build knowledge without feeling overwhelmed.

4

Data Driven and Measurable Results

Our platform delivers dependable reporting, trackability, and learner insights. Brands can clearly measure engagement, completion rates, and learning impact, turning education into a strategic business tool.

5

Award Winning Best Practices

BeauteSchool stands behind proven, award-winning best practices in beauty education. Our approach has been recognized by leading industry organizations and continues to set the standard for excellence.

What Our Partners Are Saying

‘‘BeauteSchool has been our trusted partner for online training at a time when virtual learning became essential rather than optional. Their deep expertise in the beauty industry, combined with an intuitive and innovative LMS platform, has significantly enhanced both the learner experience and confidence. The engaging, vibrant learning environment they consistently deliver makes education not only accessible, but truly enjoyable. Thank you, BeauteSchool, for transforming learning into a creative, measurable, and impactful journey.’’

Patricia Clare, National Training Manager Canada, NEOSTRATA®

‘‘Our partnership with BeauteSchool enabled us to achieve our training goals through an interactive, engaging online learning platform. The team is extremely knowledgeable, professional, and available throughout the entire process. The platform is easy to navigate and the reporting tools allow learners to track their progress seamlessly.’’

Ash Kumar, Vice President Marketing and Brand Management

‘‘We worked with BeauteSchool to ensure our Beauty Consultants receive product knowledge and service techniques when and how they want to learn. We have reached thousands of Beauty Consultants and are very pleased with the engagement and results. Our collaboration with BeauteSchool was recognized with a Gold Award of Excellence for blended learning.’’

Elaine

Shigeishi, Vice President Sales and Marketing, Shiseido Canada

There Is No One Else Like Us

BeauteSchool is not a generic LMS provider. We are beauty educators, strategists, and partners. We collaborate closely with brands to design education that reflects their identity, supports their goals, and delivers real world impact.

There is truly no one else in the industry doing what we do, the way we do it.

If your brand is looking for a learning platform that understands beauty, delivers measurable results, and elevates education beyond the basics, the BeauteSchool LMS is the solution.

Discover how BeauteSchool partners with brands to design powerful, award winning beauty education experiences. Contact mickeytortorelli@beauteschool. com to learn more.

WithLove