ARROJO Names Steven DeCola New National Sales Director

As ARROJO eyes the next phase of brand growth, Steven DeCola, a veteran with 27 years in the beauty business, joins the company as National Sales Director.

“This year we have added a speciality product line, American Wave Hair Care, to our original heritage line, ARROJO Product, says Nick Arrojo. "It’s the right time to bring in a National Sales Director with a track record of success. Steven’s heritage in the business means he knows what stylists want, what salon owners want, what manufacturers and distributors want. He has the capability to converse with anyone in our industry.”

In his most recent position as Regional Sales Manager at DePasquale Companies, Steven managed a team of sales consultants for Goldwell/KMS. Using his experience as a former salon owner and educator, he consistently opening new accounts for these brands.


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As important, Steven’s ability to build relationships and create the support structures that underpin success has proved to be unparalleled. It is this combination of skills that makes him the perfect fit for ARROJO.

“I came to work for Nick to expand my career, says Steven. “I met Nick at an ARROJO Happy Mondays in Philadelphia. I was immediately impressed by Nick’s focus, drive, and passion for the beauty business. I have huge admiration for the brand Nick has built. It’s the complete package –– globally respected salons, a unique commitment to education through the Advanced Academy, an eye on the future through the Cosmetology Schools, and two great product lines that tie it all together.”

As Steven gets his teeth into the role, he sees massive potential for an independent brand to make a stand in the modern marketplace.

“While the industry is always evolving, what salon owners want from their manufactures is largely unchanged,” Steven adds.“It’s about educational and marketing support. ARROJO has these things in abundance; the products, education, and brand image are world-class. It’s a matter of extending the reach so more salon owners and stylists see the value of partnering with an independent brand whose success is tied to the success of its Ambassadors. I am here to drive increased nationwide distribution for ARROJO. I can’t wait to get to work.”

Already on the job, things begin in earnest when Steven travels with Nick for ARROJO’s inaugural visit to Cosmoprof (ARROJO Booth #43019) this weekend, July 9-11.