December 2, 2025 • 29 mins
Frizz doesn’t need to flatten your personality. Andrew Caruso from Pure Brazilian joins us to rethink what “Brazilian” means today, breaking down the difference between smoothing and straightening, how modern formulas protect curls and coils, and why a clean, low-odor service changes everything for clients and teams. If you’ve been wary of fumes, downtime, or harsh grow-out lines, this conversation gives you a fresh, practical playbook.
We dig into the science in plain terms: where an ingredient sits on the label signals potency, how hydrolyzed keratin works alongside superfoods like cocoa seed butter and açaí, and why you can reduce frizz, boost shine, and speed up blow-dry time without sacrificing texture. Andrew shares what salons really want to know—how to grow revenue now. The Express Blowout slots into services you already do, adds four to eight shampoos of smooth hair, and creates a natural path to the full 90-minute treatment that lasts three to four months. No ponytail bans, no multi-day restrictions, and a client experience that feels lighter, cleaner, and repeatable.
We also talk pricing and positioning so you charge confidently for 90 minutes of high-value work, whether your market tops at $250 or supports $600. With fewer visits and tighter schedules, smoothing becomes a strategic lever: better average ticket, faster appointments, and stronger rebooking built on results rather than obligation. Round it out with retail that shares the same hydrolyzed keratin DNA to maintain results between visits, plus simple messaging—texture management, frizz control, reduced blow-dry time—that clients immediately understand.
Ready to keep the curls and lose the chaos? Hit play, then subscribe, share with a stylist friend, and leave a quick review so more pros can discover smarter, safer smoothing.
To learn more about how Strategies can help you create more profit, fun, and growth potential for you, your business, and your team, schedule a free 60-minute strategy session:
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_00 (00:09):
All right, welcome everyone to the Beauty Business
Strategies Podcast.
Again, Michael Yost, uh, yourhost with you again this week.
So, you know, as we always do,this week we've got a great
guest, and you know, we've gotAndrew Caruso joining us.
He's from Pure Brazilian.
And I'm gonna let Andrewintroduce himself here in a
(00:31):
second, but you know, what Ilove about this podcast is we
always try to bring bring thingsto you that make us either think
a little differently, challengeus, or create awareness in areas
within the beauty industry thatwe might be maybe we could use
like a little update on what'sgoing on or what's happening in
that world.
And so Andrew for Brazilian isgoing to do, I think, a number
(00:53):
of things for us today, alongwith the fact, too, that if
we're always looking for ways tocontinue to grow our business,
you know, this is again anothergreat way to start to think
about are there opportunities Imight not be aware of that I
could take advantage of?
Uh, but again, we could be facedwith some hurdles and some past
thinking.
But with that being said,Andrew's gonna do some really
(01:14):
cool things with us today.
We're gonna have a greatconversation and uh and move
forward.
So, Andrew, before we get intoanything more, why don't you
give us everyone a little bit ofjust uh an introduction of
yourself and your role with PureBrazilian?
SPEAKER_01 (01:28):
Awesome, Michael.
Thanks for having me on.
Um, I think it's a unique thing,is what I bring to the table.
Um, so as a hairstylist bynature, I've been a hairstylist
for over 20 years.
Um, and through this journey ofthis career, I have found
opportunities to grow myself andgrow others.
And one of the things I'm reallyfortunate of is I've had a lot
of great mentors over the years.
So I've grown from a stylist andthen I work for Castle Prof.
(01:50):
Beauty for over 18 years in amultifaceted channel between
their stores division, theirfranchise division, their
wholesale um DSC division, andtheir leadership position.
So, all of that said, that givesme that unique approach where
when I'm in with Pure Braziliannow, I get to apply a lot of
different models to what makes abrand successful.
So, but I still keep my stylistroots at, you know, I still keep
(02:12):
them at the core of everything Ido.
So I'm really happy to be hereto share that with you because I
think it's what makes PureBrazilian and what makes me
unique is that I look at thingsfrom five different angles to
make sure it's gonna meeteveryone's needs and so we can
all grow each other.
SPEAKER_00 (02:26):
Yeah, love it, love it.
So let's kind of start withsomething that I think whenever
you hear or start talking aboutuh Brazilian uh treatments, hair
straightening, things like that,we you know, we immediately
start thinking about we alreadyhave there's probably already a
preconceived notion out thereabout what that is.
Oh, that's heavy chemical orthat's this or that's that, X,
(02:48):
Y, Z.
But for those that might not betuned in, there's been a
tremendous amount of change,especially in certain states,
over the last within this lastyear, about what's allowed and
what's not allowed,ingredient-wise, things like
that.
Why don't you give us kind ofsome of the, let's just jump in
as kind of some of the scienceand the base of it first.
(03:08):
You know, what makes, you know,again, especially with
pre-resumed, there's definitelya difference there, but kind of
catch us up on what's kind ofhappening, the big picture in
that world, but also then what'sunique about you?
SPEAKER_01 (03:21):
Yeah, absolutely.
And that's that's kind of whywhen the boys, the owners, Joe
and Saul, when they bought thebrand, they saw this market and
this category still coming tolife.
At the end of the day, salonsare still offering treatments
and Brazilian blowouts, keratinblowouts, keratin treatments,
you know, it's been a legacyname, obviously, for over 20
years.
And with all the changes,obviously there's a lot of
(03:42):
organizations and groups thatare looking into certain
chemicals because there arechemicals that are good, they're
both chemicals that are bad, butsometimes they get confused
because, you know, the wordformaldehyde, right?
You can bake an apple pie in theoven and pull it out of the
oven, it's gonna haveformaldehyde.
You can do certain things, andcertain vegetables will release
certain chemical ingredientsthat we all can utilize.
So I think since in the past 20years, there's been a, like you
(04:04):
said, a really big stigma therewhere some styles are saying, I
don't want to touch resilientsor keratin treatments because,
quote unquote, they're not safe.
But so much advanced technologyhas come by just in the past
five years, past 15 years, wherethere are other ingredients that
we can use that will get us thesame results in a safer format.
And we're proud to be one ofthose brands where right now the
(04:25):
current ban is on formaldehyde.
There are certain brands thatwhere that's their number one
ingredient they go to as adefault to achieve the service.
But if you take a step back andyou look at Brazilian treatments
as a whole from Brazil, this isa process that's usually taking
five to six months.
But unfortunately, we live inthe United States where we want
a Big Mac, we want a large size,we want things done today with
(04:45):
instant gratification.
So that is where the researchpeople are using certain
ingredients to achieve a sixmonth result in 90 minutes.
Um, so our one of our keyingredients is not from
aldehyde.
Um, unfortunately, ouringredients are labeled
underneath the umbrella band,which kind of sets us apart
because it's like, okay, we knowwe're using safe models, we're
using safe ingredients, we'reusing safe levels, but
(05:06):
unfortunately, the stigma of thewhole thing has got to this
umbrella band, we're calling it.
So that's where we're reallyfortunate, where it looks into
treatments where we're usingingredients that are less on the
Richter scale than on most.
So I'll teach your audience heresomething.
Next time you're in a packagingsituation where you're looking
at ingredients of whatever itis, whether you want to eat it,
(05:26):
drink it, smell it, spray it,whatever it is.
Looking on the back of thatingredient list, it dictates the
potency levels.
So when you're looking at aproduct and the first
ingredients from aldehyde, thefirst ingredient is some
derivative of chemical, that'susually a good indicator that
that's the main ingredient.
Where if you look at PureBrazilian, our main ingredient
is number 17 on the list.
(05:46):
That just goes to show you thatwe're using our superfoods
primary.
We're using our hydration, ourhumectus, our cocoa seed butter,
our asaí, our hydrolyzedkeratin, and then we use the
ingredient to help us punch inthe cuticle.
But the big thing that separatesus from other brands is I'm
sure, Michael, if I told you theword smoothing, what is your
brain usually go to first?
SPEAKER_00 (06:07):
Um, well, when the first thing I hear smoothing, I
hear, I just think about uh hairtexture, I think about cuticle,
I think about in yeah, shine,things of that nature when I
hear smoothing.
SPEAKER_01 (06:20):
Yeah, and then sometimes when you hear the word
smoothing, the consumer goes, Idon't want straight hair.
They think of keratin, theythink of smoothing, they go, I
don't want straight hair.
That is what's really uniqueabout Pure Brazilian, is because
with Pure Brazilian, we'retaking that cuticle shaft, we're
inputting hydrolyzed keratin,asay, cocoa seed butter, and
what we're doing is we'reshutting that cuticle down
afterwards.
(06:41):
So if someone has curly hair andwave and texture, we're gonna
keep that wave and texture.
If someone wants to shine thevolume, we're gonna give them
shine and volume.
If they want to reduce theirblow dry time, we're gonna
reduce their blow dry time.
So what we're giving a consumeris living in the hair you have
with healthier hair becauseeveryone will always say, I
don't want to lose my volume.
Honey, you don't have volume.
(07:02):
You've got frizz built up atyour root level that's causing
volume.
Um, we had a model just a coupleweeks ago that says my hair's
never felt like this.
It feels so much lighter.
And we look at them like wedidn't take shears to your head,
we didn't use thinning shears,we didn't remove any texture.
We're just showing you what yourtrue texture looks like and
feels like adding thatsmoothness, that shine, giving
that cuticle what it needs andletting the cuticle do what it
(07:24):
wants to do.
Uh, my wife has super, supercurly hair.
If I told her that I'm gonnatake your frizz away, but at the
same time, I'm gonna straightenyour hair, she's out.
So, what she wants to do is shegoes, I want my curls to bounce,
I want that cuticle to be shutdown.
And I think that's what makes usdifferent because when I have
that conversation going, we're asmoothing product, not a
(07:45):
straightening product.
I don't want someone to go, oh,straightening.
Well, that means linedemarcation, that means
regrowth.
And the only way to come off ofstraight is perms and pixels.
Right.
SPEAKER_00 (07:55):
No, I I that I think that alone is such a great thing
to create awareness around thatagain, maybe you know, we don't
think about it.
And I know, again, just sittinghere in this conversation, I'm
like, wow, I never that wouldn'tbe something that where my brain
went with that, but like I said,that differentiating between
straightening and like saidsmoothing.
(08:19):
Uh, because again, my again,talking about uh our wives'
hair, my wife has very thick,not curly, curly hair, but has a
nice amount of natural curl andthings to it.
But she fights, and again,sometimes wants that texture,
sometimes wants to blow it out alittle bit, you know, uh with
you know a bigger wave or thingslike that.
But the point is always fightingthat challenge of, you know, the
(08:43):
the fuzz and the and the and thetexture, you know, the battle
that the people, you know, thathave textured hair will fight.
SPEAKER_01 (08:51):
So and we're offering texture management is
really what we are at the end ofthe day.
It's like we're allowing peoplewith three C curls all the way
down to pinch straight hair tolive in the hair they want
without jeopardizing what theylove the most.
They're crazy.
SPEAKER_00 (09:03):
Very cool, very cool.
Um, so as we, you know, as wekind of now kind of progress the
conversation forward a bit, youknow, as we're thinking about,
you know, as a if I'm a businessowner and I'm sitting there and
I'm saying, okay, you know what,you know, maybe I can get now,
all right, you you've helped meto understand kind of the the
(09:24):
chemical side of things, maybesome barriers that I've had to
myself.
But how am I gonna really, youknow, how do I really share that
with potential clients?
Or how do I how do I educate orshare that even with like team
members that might be forumservice?
I think this is pretty common,not just to your field, but to a
(09:47):
lot of people might be out theregoing, I really think this is a
great thing, but how do youovercome challenges?
And so I'll leave it kind ofmore open-ended, not
necessarily, I mean, somewhatobviously do with your, you
know, with what we're talkingabout here directly, but I think
just in general is, you know,how do you help as you're
working with businesses, helpthem to overcome hurdles and
(10:09):
challenges that they may face,from resistance to a new
thought, a new idea, a newapproach, things of that nature.
SPEAKER_01 (10:19):
It comes with open-ended questions, right?
It's that's where it startswith.
So we just did the premiere showlast week, by the way, fantastic
show.
They and the premiere companyreally took it off the the
Richter scale there.
And we were on the largestbooths there, and this was the I
call it the hurdle center,right?
They came to us to our booth andsays, I've heard about you, I
don't know about you.
(10:40):
I use XYZ brand.
Tell me what the differentiatorsare, and then we live in
understanding, asking thosequestions.
What don't you like about yourcurrent character service?
What are you experiencing inyour salon?
What are your guests wanting toachieve and how long do they
want to achieve it?
What's the overall smell thatcomes out of your character
treatment?
Because really, at the end ofthe day, your guest is there for
(11:02):
an experience.
And if your chemical service isgiving them an experience that
they're not appreciative,they're probably not going to be
doing it in the future.
So we just ask those questionsof going, hey, what do you want
to experience your salon?
Well, I want a really goodsmoothie treatment.
I don't want to have to weargoggles, I don't want to have to
say no ponytails, no downtime.
And that's what differentiatesus because when we talk to
clients going, there is nodowntime with us.
(11:23):
You can go in the pool, thebeach, the gym, swim, do
whatever you want to do thatday.
So that relieves the firsthurdle because there are some
character companies, and it's Ican't believe it, it's 2025.
They say, Do not put your hairin a ponytail for three days,
don't wash your hair for fourdays.
And I just go, how could youtell someone not to allow them
to live the way they want tolive?
So that's the first berry.
(11:44):
We let them know that theirconsumer, their end customer is
gonna be able to do whateverthey want day one.
Then we go into the science andthe aspect of okay, the overall
fragrance.
We don't use any high potencyperfumes, we don't use any
extracts that are overpoweringto the guests because again, we
want it to be an experience, butwe also want it to be nice
enough where they're like, Ilike the smell, but it's not
(12:04):
overpowering because we have avery sensitive-driven community
now.
Think about stylists, they smelland they see first before they
do anything else.
It's got to smell good.
So we relieve those barriers ofI don't want to have to have my
doors open in my salon lettingfumes out.
You don't receive any fumes forus.
We call it water vapor fumes,and then you have the chemical
fumes.
(12:24):
You know, that's where we say,okay, you're not going to be
able to do X, Y, Z, but with us,you can still be in the salon.
We did nine models and a meetingroom one time, and there was no
fumes in the room.
That was what really stood usout.
So when we're having thoseconversations of saying, no
downtime, no fumes, noirritation to your staff,
there's no health hazards, eventhough, again, that umbrella
(12:46):
labels our ingredients into it,we're using the safest amount.
We're one of the lowest actuallyin the market with the amounts
that we use.
So breaking those barriers andmaking the stylist feel
comfortable in offering theservice, that's the ground force
first.
Because if I'm not educating thestylist to be safe, they're not
educating the consumer to besafe.
And that's how we bridge thatgap of safety, fragrance,
(13:09):
performance, and just theoverall aspect of they're gonna
feel the results and they'regonna love it.
Right.
SPEAKER_00 (13:14):
I love that.
That's awesome.
Actually, as you were talkingtoo, I came up with the new you
guys need a t-shirt, no fume inthe room.
That's a good that's a goodbumper sticker.
SPEAKER_01 (13:23):
I reach out to marketing and put it on.
SPEAKER_00 (13:25):
Right.
I mean, you know, listen, youthat one's for that one's on me.
Okay, I appreciate the free.
I'm sure they're gonna run withthat.
I'm sure I'm gonna see that allover your website.
SPEAKER_01 (13:34):
It's that one because it lives right next to
our tagline.
Our tagline is discover yourhair's pure potential.
Let's defy your frizz.
So I can also say plus no fumesin the room, and that's no fume
in the room.
SPEAKER_00 (13:45):
That's right.
You heard it here first.
For some odd reason, I thinkyours might be better than mine,
but you know, hey, I'll letthem, I'll let them, I'll let
the other people with a higherpay grade than myself in that
area.
We'll let them nuke it out.
SPEAKER_01 (13:56):
Let the marketing team fun with the words, because
I'm telling you, that's I havemy marketing team is like, okay,
here's my message.
Make this pretty is always whatI put in my emails.
Like, make my like parkourmonitor man voice make this a
perceptible stylist, and that'sa hard thing because it's just
words, but those tricky wordscan make a real brand.
SPEAKER_00 (14:15):
That's exactly it.
That's exactly it.
It is, it is tricky.
So getting back on track.
Um what what are you so when youwork with businesses and things
of that nature is what are youseeing impact-wise on a
business?
And what I mean by that is uh,are you noticing, like, hey,
(14:37):
listen, you know, maybe again,I've got you know, maybe I'm
listening to this podcast andI'm thinking to myself, I mean,
here's what we're facing rightnow.
I think in general, with theclimate we're in, and I'll just
kind of put a date on this so wekind of have it as a reference.
So we're in the summer of 2025.
And what I see in the climate,but this happens quite often, is
we go through times where Inotice a lot of businesses
(15:02):
aren't necessarily attracting alot more new faces in.
And we see people now in the inthe economic climate we're in,
even spacing out time, evenspacing out appointments.
So we're always looking for whatcould be an add-on or additional
service that we could offer tothat existing claim, they might
(15:22):
not have ever taken advantage ofbefore.
And so I think even what we justwere talking about earlier, this
isn't something that isnecessarily about straightening
hair.
This is about, you know,creating that smoothing effect
on hair and things like that.
Here's something could have a uha big appeal to a lot of people,
potentially.
So, from a uh from we'll justsay from a metric standpoint,
(15:47):
what are you noticing or whatare you seeing that that people
that are utilizing theseservices are seeing?
Like maybe you got somethingaround like, hey, we see this
happening in productivity, wesee this happening with average
ticket, we see this happeningwith return visits or such forth
and so on.
What and what are the some ofthe stats that you might be
seeing?
SPEAKER_01 (16:06):
Yeah, you just you just like literally just put the
pure Brazilian blueprint is howdo we keep these guys coming
back?
Um, and so we'll go back to themetric standpoint first.
That is kind of where I put thethought process into peer
brazilience, okay, how do I addmore dollars to the single mom,
single dad, the family-ownedsalon?
How do I add more dollars backto their income?
Right, because at the end of theday, this money is paying for
(16:28):
the bills, keeps the light on,puts food on the table.
So we go in with the aspect oflet's say our top-selling
product, express blowout, istruly one of the only express
services out there where itrequires no additional time.
So for a client to receive ourexpress treatment, that is four
to eight shampoos of smoothhair.
That's our our like gateway, wecall it right.
(16:48):
So when that product kind ofshuts off, remember, we don't
leave a line demarcation,there's no regrowth, our product
will shut off.
The consumer will go, How do Iget this to last longer?
And then we get them into ouractual full service treatment,
which is a 90-minute smoothingtreatment that averages three to
four months, you know, smoothhair.
So that's the the way we kind ofticket build is saying, okay,
(17:11):
maybe your customers don't havetime for a treatment, but you're
automatically blow drying theirhair after a color service.
Let's lock that color in.
Let's add that smooth.
It's four pumps per section.
Call it a day, we call it quadquad.
You separate the hair into four,each fourth gets four sprays,
brush, flat iron, blow dry.
All the things you're going todo, anyways, with that client
walking out the door, why notadd an extra 20% to 30% increase
(17:34):
for your blowout?
That's where we look for theexpress blowout because it's an
easy ticket adder.
It lets them get an example or asample, as we call it, of the
brand, and they go, you knowwhat, I want this more.
I want this to last longer.
I didn't like the fact that itturned off right before the
wedding, right after thewedding.
So we're giving that way of kindof slowly gatewaying them into
our treatments.
(17:54):
And then if we really want tostep back the way we get them
to, let's say your wife doesn'twant to do a treatment at all,
but she still wants smooth hair,she still wants to have that
frizz free.
Our retail line has ourhydrolyzed keratin in all of our
products.
So that's how we really stepthem in is okay, you don't want
the treatment, you don't havetime, the book's busy, can't fit
you in.
Take home our anti-frizzleshampoo, conditioner, smoothing
(18:16):
bomb.
You're gonna feel our effects,and that's gonna step them even
further.
So we kind of put a fullapproach of wherever the
consumer wants to step in, weget them in.
And then the styles can find away to add them on as a
long-term client because you'reexactly right.
There's less visits, there'smore price increases.
So let's make sure we balancethat out.
The reason you have less visitsis you've raised your prices
since COVID.
(18:36):
A lot of people have raised thembeyond a limit of some style or
some consumers' um financialcapabilities, right?
We see a lot of franchise salonsthat came in at the value dollar
model, and now they've raisedtheir prices where they're back
to full service salons.
So we're seeing that shift onall sides.
So it really comes into are yougiving your consumer a bang for
their buck when they walk in tokeep them walking in again?
SPEAKER_00 (18:59):
Awesome.
Awesome.
So as you as we think about thethe impact of this product, and
we think about how it can reallyhelp be a segment to help grow
other, you know, our business uhin general, what's something as
I sit here right now, I think tomyself, I guess I'll ask you the
(19:21):
question this way is what'ssomething that maybe I'm not
thinking about right now, ormaybe someone that's listening
might not be thinking aboutright now around uh, you know,
your product, pure Brazil, orthings like that, that maybe
they should be thinking about.
What's the question I don't knowto ask?
Maybe is another way to phrasethat.
(19:42):
Um, you know, what's that thingthat again you want people to
realize or know that maybe isn'talways first to mind, but it's
like, oh my gosh, man, I neverknew that.
And thank you for, you know,wow, thanks for the awareness or
thanks for the so what is yeah,the question we get a lot is how
do I make money?
SPEAKER_01 (20:02):
You're right.
That's that's the question.
Okay, I'm buying this kit for$499.
What's my ROI?
And then we break it down whereif you use between, let's just
use our half ounce example,because it varies between
quarter to a half ounce.
If I'm showing you that a halfan ounce of product can make you
$350, that opens up their mindgoing, I've been sleeping on
(20:23):
this category because so manypeople live, I'm a haircutter,
I'm a colorist.
Haircutter, colorist.
They forget there's so manydifferent things you can add
onto your service.
Um, Jonah Bates out of here outof Nashville, she says this a
lot.
She'll be a guest of mine downthe road, where she said this to
me a long time ago.
She goes, make sure yourcommunity knows you're servicing
(20:44):
your community.
And I asked the client back tothem, are you servicing your
community?
And they go, What do you mean?
I'm like, How many people knowyou offer treatments?
How many people know you're theombre specialist, the highlight
specialist?
Because every single daysomeone's driving by your salon,
not knowing what you offer.
So we show them that if youadvertise it, you know, the
famous field of dreams, youbuild it, they shall come.
(21:05):
If you advertise it, you'reoffering smooth hair, frizz-free
here, texture management, andI'm showing you how to take a
half an ounce and make 350bucks, that opens your mind up
going, I want to do these more.
We have a salon up inMassachusetts, they do 11
keratin services a day.
Wow.
Now imagine that by using aproduct, no fumes in the air,
(21:26):
350 bucks.
I'm showing that salon how tomake damn near$4,000 a day,
where they took 11 haircuts,what is that really going to
generate?
SPEAKER_00 (21:36):
Right.
SPEAKER_01 (21:36):
Maybe a couple hundred dollars.
So that question they always askis I'm giving you$500.
How do I make the money?
And we walk them through allthose waves of adding service
dollars, texture managementservice dollars, adding it to
their menu and making sure thatthey're speaking that on their
social platforms because let'sface it, you and I, before we do
a single thing, we go to Yelp,we go to Google, we go to
(21:58):
Amazon, we check the reviewsfirst.
It could be the best commercialyou see on TV, but I'm still
going to check those reviewsfirst to make sure it's legit
and it's not just hyped up.
So that's those are thequestions is how do I make money
and where do I, where can Istart?
SPEAKER_00 (22:10):
Right.
Awesome.
That's great.
I mean, and it's really great tolike said understand the
perspective of again, we'retalking about, like Sid, you
gave a perfect example about,hey, listen, you know, for a
half an ounce of product, whatthat can turn into uh and what
that can mean as far as again,revenue generation and the
ability to grow uh that you knowtop line that uh hopefully leads
(22:34):
to growing the bottom line aswell.
Uh so I love that.
Love that, love that.
Now, because I didn't ask this,and it seems like such a uh a
simple question, but I I don'twant to be remiss.
Is there when it comes to thethe length of like how long does
it take to perform the service?
Because I don't know if there'ssomething like I said with
yours, again, everyone's kind ofgot different time standards or
(22:56):
that.
And I understand, let's put itthis way, I'm not talking about,
I understand every business iskind of unique time standards
for what they want, but ingeneral, there's a generalized,
hey, listen, to do this theright way, it takes X amount of
time.
Um, what what do you what's therecommendation that that when it
comes to performing yourservice, uh, what's that look
(23:18):
like?
90 minutes.
That's the best part.
SPEAKER_01 (23:20):
But when you look at a lot of kerosene treatments,
some can average two, three,four hours.
You tell a customer they'regonna sit in that chair for four
hours and not offer them abottle of water.
So, what we really go through isit's 90 minutes for our original
and then our clear, ourformaldehyde free version, that
is gonna be anywhere between the90 minutes and then you tack on
20 to 30 minutes for processingtime.
(23:42):
Because again, remember, theclear doesn't have any chemical
base in it, so there's no punch.
So you have to let the hairabsorb the hydrolyzed keratin a
little bit differently.
But 90 minutes is our standard.
We have some educators, again,like you said it, how fast they
can be is how fast this can getdone.
If you're a quick blow dryer,you're a quick flat ironer, we
can cut that down to 60 minutes.
So we have some of our educatorsthat can get these treatments
(24:03):
done in about 60 to 75 minutes,but 90 minutes is the average we
talk about.
So, again, I'm showing you howto make$350 in 90 minutes.
That's doctor lawyer pay gradestyle.
SPEAKER_00 (24:14):
Yes.
And but you're taking the wordsright out of my mouth because
you're exactly right.
Uh, you know, I think we're usedto in this segment uh of this
industry, we're used tosomething that's like, okay,
you're gonna tell me it's gonnabe two and a half, three hours,
even you know, possibly evenlonger.
But all that does is it keepsdriving price up, which keeps
(24:36):
keep keeps people more away fromit.
Because now you're you're forcedto have to start to say, well, I
have to put$500,$600,$700 pricetags on those things, all of
which become more barriers.
Now, as you just said, got 90minutes,$350, boom, your time.
I mean, what's what's people'stime worth nowadays?
(24:56):
And you know, more than ever,time is is our most precious
commodity, uh, you know, amongstuh when you talk to people.
Uh, and so again, being able tohave something like this and
generate a revenue point likethis that still is, I I still
would absolutely say friendly tothe consumer, but at the same
(25:17):
time is friendly to the businesswhen it comes to time spent.
That's a great, that's a reallygood ratio.
SPEAKER_01 (25:23):
Yeah, a lot of people ask us that question of
like, how much do I charge?
It you you just nailed the theyou hit the nail right on the
head.
What do you feel you're worthfor 90 minutes?
Are you an uh seasoned stylistwho spent 20 years of advanced
education?
Charge more.
Are you a newer stylist who'strying to book build their book
of business?
And you gotta, we all know this.
(25:43):
If you're a young stylist,you've got to take a little bit
of a price decrease versuseveryone else in your salon
because you got to build yourway up there.
And I say, whatever you're worthfor 90 minutes, that's what you
should charge.
Because we have people in LA,these are$600 services.
We have people in NorthCarolina, it's$250.
I have people in Nash, it's$500.
It's gonna be vary upon yourdemographic, but I would say,
(26:06):
what are you worth for 90minutes?
And that's really where theanswer should be.
SPEAKER_00 (26:08):
Yeah.
And, you know, I'm gonna justkind of tack onto that because,
you know, for those listening,especially that are, you know,
strategies, you know, uh, youknow, heavily strategies
involved, they know that, youknow, we talk about what, you
know, the the cost per hour anddetermining what that cost is
based upon the cost of yourbusiness.
(26:29):
But as you're just saying,Andrew, it supports that from
the standpoint of, hey, listen,if I know what my time needs to
be, what I need to charge for mytime to cover the expenses of my
business, I can add on a premiumif I feel I want to add on a
premium.
If I feel like my time, as youjust were saying, if I feel like
my time is worth, and I love yougave different examples.
Hey, in LA, the premium is this.
(26:50):
In this area, we want to putthis premium.
That's up to you.
But no matter how you slice it,90 minutes of time is going to
be much friendlier to yourbottom line because you don't
need as much time, therefore,keeps your costs in a more
reasonable way to, you know,charge the right price.
So, I mean, no matter how youwant to look at it, uh, that's a
(27:14):
huge, a huge point of differenceuh that I think makes a major
impact on the health of acompany.
So exactly awesome.
This has been awesome.
Um, I tell you what, man, again,time, as I say, I think at the
end of every conversation justseems like it flies right by, as
this did.
(27:34):
So, as we're wrapping things uphere, uh, let me just uh ask you
really quickly uh to just share.
If people want to know, ifthey're like, man, how do I find
out more about Pure Brazilian?
Give me some places and we'llmake sure these are are linked
uh, you know, in the descriptionand and in here so you can find
them there.
But uh, what's the best way touh to find you?
SPEAKER_01 (27:56):
So if you're gonna go on Instagram, that's where we
live primarily.
So you're gonna just find us atPure Brazilian.
Um, you'll find us right onthere.
You'll see all our before andafter pictures, you'll see all
of our how-to-dos.
Um, you go to purebrazilianumhair.com.
That's gonna be our website.
And then if you just want tolook up all of our team members,
all of our team members arelisted on our website and we do
a monthly newsletter.
(28:17):
So if you want to receive thelatest up-to-date news from Pure
Brazilian, go to our website,click on the professional,
create yourself a login.
And then every month we releasea article called our monthly
newsletter, Our Smooth Success.
And we highlight educators, tipsand tricks for the salon.
And then even in October, we didthe spooky ways of character,
just to kind of go over, youknow, the things that don't
(28:38):
happen.
SPEAKER_00 (28:38):
Nice.
Love it, Andrew.
Man, thank you so much forsharing and uh appreciate, like
I said, just the knowledgetoday, especially around an area
that I think there's probably alot of misinformation.
So we appreciate you.
Thank you for joining us.
You're very welcome.
Happy to be a part of this.
All right, and for everyonelistening, thank you for tuning
(28:59):
in again.
Again, we always look forward tosharing, like I said, either
like today, great things thatjust help us to elevate uh our
knowledge around things in ourindustry or elevate ourselves as
leaders and team members.
So, with that, uh, until nexttime, have a great day and we'll
talk at you soon.
All right, welcome everyone to the Beauty Business
Strategies Podcast.
Again, Michael Yost, uh, yourhost with you again this week.
So, you know, as we always do,this week we've got a great
guest, and you know, we've gotAndrew Caruso joining us.
He's from Pure Brazilian.
And I'm gonna let Andrewintroduce himself here in a
(00:31):
second, but you know, what Ilove about this podcast is we
always try to bring bring thingsto you that make us either think
a little differently, challengeus, or create awareness in areas
within the beauty industry thatwe might be maybe we could use
like a little update on what'sgoing on or what's happening in
that world.
And so Andrew for Brazilian isgoing to do, I think, a number
(00:53):
of things for us today, alongwith the fact, too, that if
we're always looking for ways tocontinue to grow our business,
you know, this is again anothergreat way to start to think
about are there opportunities Imight not be aware of that I
could take advantage of?
Uh, but again, we could be facedwith some hurdles and some past
thinking.
But with that being said,Andrew's gonna do some really
(01:14):
cool things with us today.
We're gonna have a greatconversation and uh and move
forward.
So, Andrew, before we get intoanything more, why don't you
give us everyone a little bit ofjust uh an introduction of
yourself and your role with PureBrazilian?
SPEAKER_01 (01:28):
Awesome, Michael.
Thanks for having me on.
Um, I think it's a unique thing,is what I bring to the table.
Um, so as a hairstylist bynature, I've been a hairstylist
for over 20 years.
Um, and through this journey ofthis career, I have found
opportunities to grow myself andgrow others.
And one of the things I'm reallyfortunate of is I've had a lot
of great mentors over the years.
So I've grown from a stylist andthen I work for Castle Prof.
(01:50):
Beauty for over 18 years in amultifaceted channel between
their stores division, theirfranchise division, their
wholesale um DSC division, andtheir leadership position.
So, all of that said, that givesme that unique approach where
when I'm in with Pure Braziliannow, I get to apply a lot of
different models to what makes abrand successful.
So, but I still keep my stylistroots at, you know, I still keep
(02:12):
them at the core of everything Ido.
So I'm really happy to be hereto share that with you because I
think it's what makes PureBrazilian and what makes me
unique is that I look at thingsfrom five different angles to
make sure it's gonna meeteveryone's needs and so we can
all grow each other.
SPEAKER_00 (02:26):
Yeah, love it, love it.
So let's kind of start withsomething that I think whenever
you hear or start talking aboutuh Brazilian uh treatments, hair
straightening, things like that,we you know, we immediately
start thinking about we alreadyhave there's probably already a
preconceived notion out thereabout what that is.
Oh, that's heavy chemical orthat's this or that's that, X,
(02:48):
Y, Z.
But for those that might not betuned in, there's been a
tremendous amount of change,especially in certain states,
over the last within this lastyear, about what's allowed and
what's not allowed,ingredient-wise, things like
that.
Why don't you give us kind ofsome of the, let's just jump in
as kind of some of the scienceand the base of it first.
(03:08):
You know, what makes, you know,again, especially with
pre-resumed, there's definitelya difference there, but kind of
catch us up on what's kind ofhappening, the big picture in
that world, but also then what'sunique about you?
SPEAKER_01 (03:21):
Yeah, absolutely.
And that's that's kind of whywhen the boys, the owners, Joe
and Saul, when they bought thebrand, they saw this market and
this category still coming tolife.
At the end of the day, salonsare still offering treatments
and Brazilian blowouts, keratinblowouts, keratin treatments,
you know, it's been a legacyname, obviously, for over 20
years.
And with all the changes,obviously there's a lot of
(03:42):
organizations and groups thatare looking into certain
chemicals because there arechemicals that are good, they're
both chemicals that are bad, butsometimes they get confused
because, you know, the wordformaldehyde, right?
You can bake an apple pie in theoven and pull it out of the
oven, it's gonna haveformaldehyde.
You can do certain things, andcertain vegetables will release
certain chemical ingredientsthat we all can utilize.
So I think since in the past 20years, there's been a, like you
(04:04):
said, a really big stigma therewhere some styles are saying, I
don't want to touch resilientsor keratin treatments because,
quote unquote, they're not safe.
But so much advanced technologyhas come by just in the past
five years, past 15 years, wherethere are other ingredients that
we can use that will get us thesame results in a safer format.
And we're proud to be one ofthose brands where right now the
(04:25):
current ban is on formaldehyde.
There are certain brands thatwhere that's their number one
ingredient they go to as adefault to achieve the service.
But if you take a step back andyou look at Brazilian treatments
as a whole from Brazil, this isa process that's usually taking
five to six months.
But unfortunately, we live inthe United States where we want
a Big Mac, we want a large size,we want things done today with
(04:45):
instant gratification.
So that is where the researchpeople are using certain
ingredients to achieve a sixmonth result in 90 minutes.
Um, so our one of our keyingredients is not from
aldehyde.
Um, unfortunately, ouringredients are labeled
underneath the umbrella band,which kind of sets us apart
because it's like, okay, we knowwe're using safe models, we're
using safe ingredients, we'reusing safe levels, but
(05:06):
unfortunately, the stigma of thewhole thing has got to this
umbrella band, we're calling it.
So that's where we're reallyfortunate, where it looks into
treatments where we're usingingredients that are less on the
Richter scale than on most.
So I'll teach your audience heresomething.
Next time you're in a packagingsituation where you're looking
at ingredients of whatever itis, whether you want to eat it,
(05:26):
drink it, smell it, spray it,whatever it is.
Looking on the back of thatingredient list, it dictates the
potency levels.
So when you're looking at aproduct and the first
ingredients from aldehyde, thefirst ingredient is some
derivative of chemical, that'susually a good indicator that
that's the main ingredient.
Where if you look at PureBrazilian, our main ingredient
is number 17 on the list.
(05:46):
That just goes to show you thatwe're using our superfoods
primary.
We're using our hydration, ourhumectus, our cocoa seed butter,
our asaí, our hydrolyzedkeratin, and then we use the
ingredient to help us punch inthe cuticle.
But the big thing that separatesus from other brands is I'm
sure, Michael, if I told you theword smoothing, what is your
brain usually go to first?
SPEAKER_00 (06:07):
Um, well, when the first thing I hear smoothing, I
hear, I just think about uh hairtexture, I think about cuticle,
I think about in yeah, shine,things of that nature when I
hear smoothing.
SPEAKER_01 (06:20):
Yeah, and then sometimes when you hear the word
smoothing, the consumer goes, Idon't want straight hair.
They think of keratin, theythink of smoothing, they go, I
don't want straight hair.
That is what's really uniqueabout Pure Brazilian, is because
with Pure Brazilian, we'retaking that cuticle shaft, we're
inputting hydrolyzed keratin,asay, cocoa seed butter, and
what we're doing is we'reshutting that cuticle down
afterwards.
(06:41):
So if someone has curly hair andwave and texture, we're gonna
keep that wave and texture.
If someone wants to shine thevolume, we're gonna give them
shine and volume.
If they want to reduce theirblow dry time, we're gonna
reduce their blow dry time.
So what we're giving a consumeris living in the hair you have
with healthier hair becauseeveryone will always say, I
don't want to lose my volume.
Honey, you don't have volume.
(07:02):
You've got frizz built up atyour root level that's causing
volume.
Um, we had a model just a coupleweeks ago that says my hair's
never felt like this.
It feels so much lighter.
And we look at them like wedidn't take shears to your head,
we didn't use thinning shears,we didn't remove any texture.
We're just showing you what yourtrue texture looks like and
feels like adding thatsmoothness, that shine, giving
that cuticle what it needs andletting the cuticle do what it
(07:24):
wants to do.
Uh, my wife has super, supercurly hair.
If I told her that I'm gonnatake your frizz away, but at the
same time, I'm gonna straightenyour hair, she's out.
So, what she wants to do is shegoes, I want my curls to bounce,
I want that cuticle to be shutdown.
And I think that's what makes usdifferent because when I have
that conversation going, we're asmoothing product, not a
(07:45):
straightening product.
I don't want someone to go, oh,straightening.
Well, that means linedemarcation, that means
regrowth.
And the only way to come off ofstraight is perms and pixels.
Right.
SPEAKER_00 (07:55):
No, I I that I think that alone is such a great thing
to create awareness around thatagain, maybe you know, we don't
think about it.
And I know, again, just sittinghere in this conversation, I'm
like, wow, I never that wouldn'tbe something that where my brain
went with that, but like I said,that differentiating between
straightening and like saidsmoothing.
(08:19):
Uh, because again, my again,talking about uh our wives'
hair, my wife has very thick,not curly, curly hair, but has a
nice amount of natural curl andthings to it.
But she fights, and again,sometimes wants that texture,
sometimes wants to blow it out alittle bit, you know, uh with
you know a bigger wave or thingslike that.
But the point is always fightingthat challenge of, you know, the
(08:43):
the fuzz and the and the and thetexture, you know, the battle
that the people, you know, thathave textured hair will fight.
SPEAKER_01 (08:51):
So and we're offering texture management is
really what we are at the end ofthe day.
It's like we're allowing peoplewith three C curls all the way
down to pinch straight hair tolive in the hair they want
without jeopardizing what theylove the most.
They're crazy.
SPEAKER_00 (09:03):
Very cool, very cool.
Um, so as we, you know, as wekind of now kind of progress the
conversation forward a bit, youknow, as we're thinking about,
you know, as a if I'm a businessowner and I'm sitting there and
I'm saying, okay, you know what,you know, maybe I can get now,
all right, you you've helped meto understand kind of the the
(09:24):
chemical side of things, maybesome barriers that I've had to
myself.
But how am I gonna really, youknow, how do I really share that
with potential clients?
Or how do I how do I educate orshare that even with like team
members that might be forumservice?
I think this is pretty common,not just to your field, but to a
(09:47):
lot of people might be out theregoing, I really think this is a
great thing, but how do youovercome challenges?
And so I'll leave it kind ofmore open-ended, not
necessarily, I mean, somewhatobviously do with your, you
know, with what we're talkingabout here directly, but I think
just in general is, you know,how do you help as you're
working with businesses, helpthem to overcome hurdles and
(10:09):
challenges that they may face,from resistance to a new
thought, a new idea, a newapproach, things of that nature.
SPEAKER_01 (10:19):
It comes with open-ended questions, right?
It's that's where it startswith.
So we just did the premiere showlast week, by the way, fantastic
show.
They and the premiere companyreally took it off the the
Richter scale there.
And we were on the largestbooths there, and this was the I
call it the hurdle center,right?
They came to us to our booth andsays, I've heard about you, I
don't know about you.
(10:40):
I use XYZ brand.
Tell me what the differentiatorsare, and then we live in
understanding, asking thosequestions.
What don't you like about yourcurrent character service?
What are you experiencing inyour salon?
What are your guests wanting toachieve and how long do they
want to achieve it?
What's the overall smell thatcomes out of your character
treatment?
Because really, at the end ofthe day, your guest is there for
(11:02):
an experience.
And if your chemical service isgiving them an experience that
they're not appreciative,they're probably not going to be
doing it in the future.
So we just ask those questionsof going, hey, what do you want
to experience your salon?
Well, I want a really goodsmoothie treatment.
I don't want to have to weargoggles, I don't want to have to
say no ponytails, no downtime.
And that's what differentiatesus because when we talk to
clients going, there is nodowntime with us.
(11:23):
You can go in the pool, thebeach, the gym, swim, do
whatever you want to do thatday.
So that relieves the firsthurdle because there are some
character companies, and it's Ican't believe it, it's 2025.
They say, Do not put your hairin a ponytail for three days,
don't wash your hair for fourdays.
And I just go, how could youtell someone not to allow them
to live the way they want tolive?
So that's the first berry.
(11:44):
We let them know that theirconsumer, their end customer is
gonna be able to do whateverthey want day one.
Then we go into the science andthe aspect of okay, the overall
fragrance.
We don't use any high potencyperfumes, we don't use any
extracts that are overpoweringto the guests because again, we
want it to be an experience, butwe also want it to be nice
enough where they're like, Ilike the smell, but it's not
(12:04):
overpowering because we have avery sensitive-driven community
now.
Think about stylists, they smelland they see first before they
do anything else.
It's got to smell good.
So we relieve those barriers ofI don't want to have to have my
doors open in my salon lettingfumes out.
You don't receive any fumes forus.
We call it water vapor fumes,and then you have the chemical
fumes.
(12:24):
You know, that's where we say,okay, you're not going to be
able to do X, Y, Z, but with us,you can still be in the salon.
We did nine models and a meetingroom one time, and there was no
fumes in the room.
That was what really stood usout.
So when we're having thoseconversations of saying, no
downtime, no fumes, noirritation to your staff,
there's no health hazards, eventhough, again, that umbrella
(12:46):
labels our ingredients into it,we're using the safest amount.
We're one of the lowest actuallyin the market with the amounts
that we use.
So breaking those barriers andmaking the stylist feel
comfortable in offering theservice, that's the ground force
first.
Because if I'm not educating thestylist to be safe, they're not
educating the consumer to besafe.
And that's how we bridge thatgap of safety, fragrance,
(13:09):
performance, and just theoverall aspect of they're gonna
feel the results and they'regonna love it.
Right.
SPEAKER_00 (13:14):
I love that.
That's awesome.
Actually, as you were talkingtoo, I came up with the new you
guys need a t-shirt, no fume inthe room.
That's a good that's a goodbumper sticker.
SPEAKER_01 (13:23):
I reach out to marketing and put it on.
SPEAKER_00 (13:25):
Right.
I mean, you know, listen, youthat one's for that one's on me.
Okay, I appreciate the free.
I'm sure they're gonna run withthat.
I'm sure I'm gonna see that allover your website.
SPEAKER_01 (13:34):
It's that one because it lives right next to
our tagline.
Our tagline is discover yourhair's pure potential.
Let's defy your frizz.
So I can also say plus no fumesin the room, and that's no fume
in the room.
SPEAKER_00 (13:45):
That's right.
You heard it here first.
For some odd reason, I thinkyours might be better than mine,
but you know, hey, I'll letthem, I'll let them, I'll let
the other people with a higherpay grade than myself in that
area.
We'll let them nuke it out.
SPEAKER_01 (13:56):
Let the marketing team fun with the words, because
I'm telling you, that's I havemy marketing team is like, okay,
here's my message.
Make this pretty is always whatI put in my emails.
Like, make my like parkourmonitor man voice make this a
perceptible stylist, and that'sa hard thing because it's just
words, but those tricky wordscan make a real brand.
SPEAKER_00 (14:15):
That's exactly it.
That's exactly it.
It is, it is tricky.
So getting back on track.
Um what what are you so when youwork with businesses and things
of that nature is what are youseeing impact-wise on a
business?
And what I mean by that is uh,are you noticing, like, hey,
(14:37):
listen, you know, maybe again,I've got you know, maybe I'm
listening to this podcast andI'm thinking to myself, I mean,
here's what we're facing rightnow.
I think in general, with theclimate we're in, and I'll just
kind of put a date on this so wekind of have it as a reference.
So we're in the summer of 2025.
And what I see in the climate,but this happens quite often, is
we go through times where Inotice a lot of businesses
(15:02):
aren't necessarily attracting alot more new faces in.
And we see people now in the inthe economic climate we're in,
even spacing out time, evenspacing out appointments.
So we're always looking for whatcould be an add-on or additional
service that we could offer tothat existing claim, they might
(15:22):
not have ever taken advantage ofbefore.
And so I think even what we justwere talking about earlier, this
isn't something that isnecessarily about straightening
hair.
This is about, you know,creating that smoothing effect
on hair and things like that.
Here's something could have a uha big appeal to a lot of people,
potentially.
So, from a uh from we'll justsay from a metric standpoint,
(15:47):
what are you noticing or whatare you seeing that that people
that are utilizing theseservices are seeing?
Like maybe you got somethingaround like, hey, we see this
happening in productivity, wesee this happening with average
ticket, we see this happeningwith return visits or such forth
and so on.
What and what are the some ofthe stats that you might be
seeing?
SPEAKER_01 (16:06):
Yeah, you just you just like literally just put the
pure Brazilian blueprint is howdo we keep these guys coming
back?
Um, and so we'll go back to themetric standpoint first.
That is kind of where I put thethought process into peer
brazilience, okay, how do I addmore dollars to the single mom,
single dad, the family-ownedsalon?
How do I add more dollars backto their income?
Right, because at the end of theday, this money is paying for
(16:28):
the bills, keeps the light on,puts food on the table.
So we go in with the aspect oflet's say our top-selling
product, express blowout, istruly one of the only express
services out there where itrequires no additional time.
So for a client to receive ourexpress treatment, that is four
to eight shampoos of smoothhair.
That's our our like gateway, wecall it right.
(16:48):
So when that product kind ofshuts off, remember, we don't
leave a line demarcation,there's no regrowth, our product
will shut off.
The consumer will go, How do Iget this to last longer?
And then we get them into ouractual full service treatment,
which is a 90-minute smoothingtreatment that averages three to
four months, you know, smoothhair.
So that's the the way we kind ofticket build is saying, okay,
(17:11):
maybe your customers don't havetime for a treatment, but you're
automatically blow drying theirhair after a color service.
Let's lock that color in.
Let's add that smooth.
It's four pumps per section.
Call it a day, we call it quadquad.
You separate the hair into four,each fourth gets four sprays,
brush, flat iron, blow dry.
All the things you're going todo, anyways, with that client
walking out the door, why notadd an extra 20% to 30% increase
(17:34):
for your blowout?
That's where we look for theexpress blowout because it's an
easy ticket adder.
It lets them get an example or asample, as we call it, of the
brand, and they go, you knowwhat, I want this more.
I want this to last longer.
I didn't like the fact that itturned off right before the
wedding, right after thewedding.
So we're giving that way of kindof slowly gatewaying them into
our treatments.
(17:54):
And then if we really want tostep back the way we get them
to, let's say your wife doesn'twant to do a treatment at all,
but she still wants smooth hair,she still wants to have that
frizz free.
Our retail line has ourhydrolyzed keratin in all of our
products.
So that's how we really stepthem in is okay, you don't want
the treatment, you don't havetime, the book's busy, can't fit
you in.
Take home our anti-frizzleshampoo, conditioner, smoothing
(18:16):
bomb.
You're gonna feel our effects,and that's gonna step them even
further.
So we kind of put a fullapproach of wherever the
consumer wants to step in, weget them in.
And then the styles can find away to add them on as a
long-term client because you'reexactly right.
There's less visits, there'smore price increases.
So let's make sure we balancethat out.
The reason you have less visitsis you've raised your prices
since COVID.
(18:36):
A lot of people have raised thembeyond a limit of some style or
some consumers' um financialcapabilities, right?
We see a lot of franchise salonsthat came in at the value dollar
model, and now they've raisedtheir prices where they're back
to full service salons.
So we're seeing that shift onall sides.
So it really comes into are yougiving your consumer a bang for
their buck when they walk in tokeep them walking in again?
SPEAKER_00 (18:59):
Awesome.
Awesome.
So as you as we think about thethe impact of this product, and
we think about how it can reallyhelp be a segment to help grow
other, you know, our business uhin general, what's something as
I sit here right now, I think tomyself, I guess I'll ask you the
(19:21):
question this way is what'ssomething that maybe I'm not
thinking about right now, ormaybe someone that's listening
might not be thinking aboutright now around uh, you know,
your product, pure Brazil, orthings like that, that maybe
they should be thinking about.
What's the question I don't knowto ask?
Maybe is another way to phrasethat.
(19:42):
Um, you know, what's that thingthat again you want people to
realize or know that maybe isn'talways first to mind, but it's
like, oh my gosh, man, I neverknew that.
And thank you for, you know,wow, thanks for the awareness or
thanks for the so what is yeah,the question we get a lot is how
do I make money?
SPEAKER_01 (20:02):
You're right.
That's that's the question.
Okay, I'm buying this kit for$499.
What's my ROI?
And then we break it down whereif you use between, let's just
use our half ounce example,because it varies between
quarter to a half ounce.
If I'm showing you that a halfan ounce of product can make you
$350, that opens up their mindgoing, I've been sleeping on
(20:23):
this category because so manypeople live, I'm a haircutter,
I'm a colorist.
Haircutter, colorist.
They forget there's so manydifferent things you can add
onto your service.
Um, Jonah Bates out of here outof Nashville, she says this a
lot.
She'll be a guest of mine downthe road, where she said this to
me a long time ago.
She goes, make sure yourcommunity knows you're servicing
(20:44):
your community.
And I asked the client back tothem, are you servicing your
community?
And they go, What do you mean?
I'm like, How many people knowyou offer treatments?
How many people know you're theombre specialist, the highlight
specialist?
Because every single daysomeone's driving by your salon,
not knowing what you offer.
So we show them that if youadvertise it, you know, the
famous field of dreams, youbuild it, they shall come.
(21:05):
If you advertise it, you'reoffering smooth hair, frizz-free
here, texture management, andI'm showing you how to take a
half an ounce and make 350bucks, that opens your mind up
going, I want to do these more.
We have a salon up inMassachusetts, they do 11
keratin services a day.
Wow.
Now imagine that by using aproduct, no fumes in the air,
(21:26):
350 bucks.
I'm showing that salon how tomake damn near$4,000 a day,
where they took 11 haircuts,what is that really going to
generate?
SPEAKER_00 (21:36):
Right.
SPEAKER_01 (21:36):
Maybe a couple hundred dollars.
So that question they always askis I'm giving you$500.
How do I make the money?
And we walk them through allthose waves of adding service
dollars, texture managementservice dollars, adding it to
their menu and making sure thatthey're speaking that on their
social platforms because let'sface it, you and I, before we do
a single thing, we go to Yelp,we go to Google, we go to
(21:58):
Amazon, we check the reviewsfirst.
It could be the best commercialyou see on TV, but I'm still
going to check those reviewsfirst to make sure it's legit
and it's not just hyped up.
So that's those are thequestions is how do I make money
and where do I, where can Istart?
SPEAKER_00 (22:10):
Right.
Awesome.
That's great.
I mean, and it's really great tolike said understand the
perspective of again, we'retalking about, like Sid, you
gave a perfect example about,hey, listen, you know, for a
half an ounce of product, whatthat can turn into uh and what
that can mean as far as again,revenue generation and the
ability to grow uh that you knowtop line that uh hopefully leads
(22:34):
to growing the bottom line aswell.
Uh so I love that.
Love that, love that.
Now, because I didn't ask this,and it seems like such a uh a
simple question, but I I don'twant to be remiss.
Is there when it comes to thethe length of like how long does
it take to perform the service?
Because I don't know if there'ssomething like I said with
yours, again, everyone's kind ofgot different time standards or
(22:56):
that.
And I understand, let's put itthis way, I'm not talking about,
I understand every business iskind of unique time standards
for what they want, but ingeneral, there's a generalized,
hey, listen, to do this theright way, it takes X amount of
time.
Um, what what do you what's therecommendation that that when it
comes to performing yourservice, uh, what's that look
(23:18):
like?
90 minutes.
That's the best part.
SPEAKER_01 (23:20):
But when you look at a lot of kerosene treatments,
some can average two, three,four hours.
You tell a customer they'regonna sit in that chair for four
hours and not offer them abottle of water.
So, what we really go through isit's 90 minutes for our original
and then our clear, ourformaldehyde free version, that
is gonna be anywhere between the90 minutes and then you tack on
20 to 30 minutes for processingtime.
(23:42):
Because again, remember, theclear doesn't have any chemical
base in it, so there's no punch.
So you have to let the hairabsorb the hydrolyzed keratin a
little bit differently.
But 90 minutes is our standard.
We have some educators, again,like you said it, how fast they
can be is how fast this can getdone.
If you're a quick blow dryer,you're a quick flat ironer, we
can cut that down to 60 minutes.
So we have some of our educatorsthat can get these treatments
(24:03):
done in about 60 to 75 minutes,but 90 minutes is the average we
talk about.
So, again, I'm showing you howto make$350 in 90 minutes.
That's doctor lawyer pay gradestyle.
SPEAKER_00 (24:14):
Yes.
And but you're taking the wordsright out of my mouth because
you're exactly right.
Uh, you know, I think we're usedto in this segment uh of this
industry, we're used tosomething that's like, okay,
you're gonna tell me it's gonnabe two and a half, three hours,
even you know, possibly evenlonger.
But all that does is it keepsdriving price up, which keeps
(24:36):
keep keeps people more away fromit.
Because now you're you're forcedto have to start to say, well, I
have to put$500,$600,$700 pricetags on those things, all of
which become more barriers.
Now, as you just said, got 90minutes,$350, boom, your time.
I mean, what's what's people'stime worth nowadays?
(24:56):
And you know, more than ever,time is is our most precious
commodity, uh, you know, amongstuh when you talk to people.
Uh, and so again, being able tohave something like this and
generate a revenue point likethis that still is, I I still
would absolutely say friendly tothe consumer, but at the same
(25:17):
time is friendly to the businesswhen it comes to time spent.
That's a great, that's a reallygood ratio.
SPEAKER_01 (25:23):
Yeah, a lot of people ask us that question of
like, how much do I charge?
It you you just nailed the theyou hit the nail right on the
head.
What do you feel you're worthfor 90 minutes?
Are you an uh seasoned stylistwho spent 20 years of advanced
education?
Charge more.
Are you a newer stylist who'strying to book build their book
of business?
And you gotta, we all know this.
(25:43):
If you're a young stylist,you've got to take a little bit
of a price decrease versuseveryone else in your salon
because you got to build yourway up there.
And I say, whatever you're worthfor 90 minutes, that's what you
should charge.
Because we have people in LA,these are$600 services.
We have people in NorthCarolina, it's$250.
I have people in Nash, it's$500.
It's gonna be vary upon yourdemographic, but I would say,
(26:06):
what are you worth for 90minutes?
And that's really where theanswer should be.
SPEAKER_00 (26:08):
Yeah.
And, you know, I'm gonna justkind of tack onto that because,
you know, for those listening,especially that are, you know,
strategies, you know, uh, youknow, heavily strategies
involved, they know that, youknow, we talk about what, you
know, the the cost per hour anddetermining what that cost is
based upon the cost of yourbusiness.
(26:29):
But as you're just saying,Andrew, it supports that from
the standpoint of, hey, listen,if I know what my time needs to
be, what I need to charge for mytime to cover the expenses of my
business, I can add on a premiumif I feel I want to add on a
premium.
If I feel like my time, as youjust were saying, if I feel like
my time is worth, and I love yougave different examples.
Hey, in LA, the premium is this.
(26:50):
In this area, we want to putthis premium.
That's up to you.
But no matter how you slice it,90 minutes of time is going to
be much friendlier to yourbottom line because you don't
need as much time, therefore,keeps your costs in a more
reasonable way to, you know,charge the right price.
So, I mean, no matter how youwant to look at it, uh, that's a
(27:14):
huge, a huge point of differenceuh that I think makes a major
impact on the health of acompany.
So exactly awesome.
This has been awesome.
Um, I tell you what, man, again,time, as I say, I think at the
end of every conversation justseems like it flies right by, as
this did.
(27:34):
So, as we're wrapping things uphere, uh, let me just uh ask you
really quickly uh to just share.
If people want to know, ifthey're like, man, how do I find
out more about Pure Brazilian?
Give me some places and we'llmake sure these are are linked
uh, you know, in the descriptionand and in here so you can find
them there.
But uh, what's the best way touh to find you?
SPEAKER_01 (27:56):
So if you're gonna go on Instagram, that's where we
live primarily.
So you're gonna just find us atPure Brazilian.
Um, you'll find us right onthere.
You'll see all our before andafter pictures, you'll see all
of our how-to-dos.
Um, you go to purebrazilianumhair.com.
That's gonna be our website.
And then if you just want tolook up all of our team members,
all of our team members arelisted on our website and we do
a monthly newsletter.
(28:17):
So if you want to receive thelatest up-to-date news from Pure
Brazilian, go to our website,click on the professional,
create yourself a login.
And then every month we releasea article called our monthly
newsletter, Our Smooth Success.
And we highlight educators, tipsand tricks for the salon.
And then even in October, we didthe spooky ways of character,
just to kind of go over, youknow, the things that don't
(28:38):
happen.
SPEAKER_00 (28:38):
Nice.
Love it, Andrew.
Man, thank you so much forsharing and uh appreciate, like
I said, just the knowledgetoday, especially around an area
that I think there's probably alot of misinformation.
So we appreciate you.
Thank you for joining us.
You're very welcome.
Happy to be a part of this.
All right, and for everyonelistening, thank you for tuning
(28:59):
in again.
Again, we always look forward tosharing, like I said, either
like today, great things thatjust help us to elevate uh our
knowledge around things in ourindustry or elevate ourselves as
leaders and team members.
So, with that, uh, until nexttime, have a great day and we'll
talk at you soon.
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