Elena Booth & Christa Goldstein Join FHI Brands

Christa Goldstein (right) began her journey in a Beverly Hills salon specializing in color. Her enthusiasm propelled her to develop an apprenticeship training program, while coordinating education events as well as ushering in new partnerships with various brands and distributors. Her relationship with Procter and Gamble’s professional division (i.e. Wella, Sebastian and Nioxin) spawned a new career path facilitating classes, training programs, hair shows and special events for the West Coast. Goldstein’s fascination was evident in her progress that catapulted her into a national arena coaching new educators.

The education maven made an impression on L'Oreal Professionnel and the Matrix brand recruited her to lead a team of 25 educators in Southern California. Goldstein’s motivation increased company sales after setting in motion a color ambassador program in which she partnered with SalonCentric. Her successful program was implemented nationally and Goldstein transitioned into a Business Development role overseeing the Los Angeles market for the Kerastase and Shu Uemura brands.

Her dedication was responsible for driving the growth of their companies by generating new business opportunities and identifying new clients. Her passion for salon professional education has dominated the beauty industry for over a decade. Goldstein is exhilarated to build on the industry-renowned reputation and culture of FHI Brands. She joins the company as Director of Education and is looking forward to developing the education team, content and systems from the ground level. Her goal is to reach and connect with hairdressers by supporting their growth and technical development on a wider scale. 

Elena Booth (left) joins FHI Brands as the Director of International Sales and New Business Development. With over 20 years of sales management experience in the consumer and professional beauty industry, Elena began her career with Prescriptives Cosmetics at Saks Fifth Avenue where she became a top sales performer within her first year. During her subsequent role with Estee Lauder at Nordstrom, Inc., Elena made an immediate impact and was recognized as both Counter Manager and Beauty Advisor of the Year.

After proven success in consumer beauty sales management, Elena transitioned into the professional beauty industry supporting Sebastian of Southern California and Matrix of Greater Los Angeles as a top sales performer and Excellence Club Winner.  From there, Elena was promoted into leadership roles with Sabre Fudge USA, Zotos International and most recently L’Oreal USA.  During her tenure with L’Oreal USA she successfully exceeded her sales goals as a Prestige Account Manager for L’Oreal Professionnel and Divisional Brand Manager for Matrix USA. Throughout her career, she has strategically partnered with major distributors throughout the USA.  Elena holds a Bachelor of Arts Degree in Sociology.