It can be difficult to spot the “next big thing,” especially when it comes to beauty. Five years ago, would you ever have guessed that space buns and glitter roots would be all the rage? And who could have predicted that today’s fascination with unicorn hair runs so deep it would inspire a Starbucks drink? (Well, that might be a stretch, but only a little bit.) Yet while some Instagram-fueled beauty trends thankfully leave as quickly as they appear (we’re looking at you, glitter freckles and furry nails!), we’ve rounded up some savvy stylists and colorists who will be anything but a flash in the pan. Mark our words—these beauty stars are ones to watch.
Vermeer began to grow her Instagram page—and business—with a very savvy strategy: “I used it to grow my entire client base by offering complimentary haircuts to selected influencers,” the Baxter of California educator explains. “In a sense, my client base is as tailored as my haircuts and editorial work because my clients have been chosen just as I would select models for a specific shoot.” She says she also uses the platform to connect with other artists for networking and inspiration. And although she says it’s admittedly fun and you should ideally post often, don’t get carried away. “Social media is free of course, but your time isn’t. It’s important to analyze your past content to improve what you’re creating.”
“Your Instagram profile needs to be managed appropriately and should be viewed as a marketing tool first and foremost to increase brand awareness, loyalty and return on investment.”
One of the best things about social media is its versatility, and this stylist and Pureology educator knows it. Wiley, who entered beauty school after serving in the U.S. Army and built her foundational knowledge and skill at a Regis Salon in the Mall of America in Minneapolis, has expanded her professional customer base just by posting her work along with a few encouraging words.
Wiley includes words of encouragement in her posts.
“Just like a new guest who books an appointment after seeing something they like on Instagram, another salon will see how impactful and fun an education program can be and will book that educator,” she explains. “I’m booked out four months in advance with salons across the country.” Wiley’s tips to optimizing your social media efforts: “Take chances! The moment I let go of my fear of putting my work out to the world and asking for acknowledgement was when my social media took off.”
“Take chances! The moment I let go of my fear of putting my work out to the world and asking for acknowledgement was when my social media took off.” —Jamie Wiley
This Matrix Education Team Member and full-time stylist at Salon La Rouge in Southern California’s Orange County isn’t one to boast about his accomplishments. Fortunately, modesty hasn’t kept Mendoza from representing the work he does behind the chair and in photo sessions by posting on social media, and he has accumulated 4,000 Instagram followers in the process.
Mendoza shows his editorial work on his Instagram page.
“I focus on Instagram for fashion, lifestyle, session and behind the scenes work—more editorial content—because that gets a lot of attention,” he explains. Without a doubt, Mendoza prefers to focus more on the “sharing” than the “showing.” “I don’t consider myself ‘an influencer’ and I respect the experts, but I’m proud of my work. I want to lead the way for other Latino stylists, to inspire someone who is still in school to see their own potential in this industry.”
“I want to lead the way for other Latino stylists, to inspire someone who is still in school to see their own potential in this industry.”
New York City stylist and Redken Education Team Member Pearl credits the opportunities that his adopted city offers for helping him get his social media foot in the door. “I’ve been lucky to become friends and build relationships with some huge names in the fashion/modeling industry, and they have been very generous in helping me promote my own page,” says Pearl, who admits that it took him awhile to master Instagram.
Pearl’s posts run the gamut from editorial to salon work.
“At first I was all over the place with my posts because I wanted to be brand-relatable and relevant to everyone. My best friend @brettcap, who is a guru at social, gave me plenty of tips on how to do that. And now it’s crazy, I’m honestly shocked and feel so blessed every day with the number of people who either follow me, message me for advice or become new clients in my chair.” Words of wisdom? “Once you start a buzz and create a name for yourself, keep up the hard work and there will be a snowball effect.”
“Once you start a buzz and create a name for yourself, keep up the hard work and there will be a snowball effect.” —Ryan Pearl
This Las Vegas-based stylist and brand ambassador for L’Oréal Professionnel officially “works” only two days per week—and by that we mean in the salon. The rest of her time is devoted to raising her three young kids—and studiously marketing herself on social media. A 15-year veteran in hair, Gregory had been an Instagram fan ever since it launched—“it’s like a mini-portfolio and I’ve always felt inspired looking at it,” she says.
Known for her pastel hair color, Gregory uses Instagram to showcase her work.
However, even she wasn’t prepared for what happened after she posted some of her pastel hair work about a year ago. “The post went viral and ended up on Buzzfeed, Cosmopolitan, Huffington Post, Pop Sugar… It was like winning the lottery!” she laughs. Within one month, Gregory went from having 1,400 Instagram followers to 10,000, and was booking clients from all over the country. After that, she was addicted. Her best advice: “Keep up with it and be consistent. I put up new stuff every day—and I’m still riding that wave!”
“Keep up with Instagram and be consistent. I put up new stuff every day.”
Many thanks to our sponsors Redken, Pureology, Matrix, L’Oreal Professionnel, Baxter of California, Level Loyalty and Salon Centric for making this Digital Supplement possible.
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