About Nina L. Kovner

Pronouns: They/Them

The Real Story — In My Own Words

From the shampoo room to the boardroom, I’ve spent my life in the beauty industry—learning, leading, and helping others grow. After 26 years building one of the most recognized professional haircare brands in the world, I walked away from a career at the top to focus on what matters most to me: helping hairstylists, salon owners, and beauty brand leaders create businesses and lives that feel as good as they look.

I discovered beauty school in 1987 and thought I had found my forever purpose. I became (in my mind) the best shampoo girl ever at The Falls Salon in Falls Church, Virginia—a job I still hold close to my heart.

In the late ’80s, I landed my dream role as a Paul Mitchell educator and Brand Manager at Davidson Beauty Supply, my first step into the business side of beauty. By 24, I was Regional Sales Director for the Southwest United States at Paul Mitchell. At 25, I became the first beauty school graduate inducted into the Career College Association Hall of Fame and even spoke to Congress.

In early 2000, I became VP of Marketing for Paul Mitchell, working alongside my mentors and heroes, John Paul DeJoria and Luke Jacobellis. In 2006, I was accepted into the UCLA Anderson School Executive Management Program—one of only two hairdressers ever accepted—where I served as class president.

And then, in 2009, I walked away.

Discovering My New Path
Leaving was the hardest—and most necessary—decision of my life. On the outside, I had everything. On the inside, I was running on empty. My outsides didn’t match my insides, and I couldn’t ignore it any longer.

I realized my true calling wasn’t just to market brands—it was to help the people I love in this industry find their alignment. To share the real-world lessons, the unfiltered truths, and the tools that could help them create a business and a life that felt right for them.

Like many, nothing has come easy for me. I’m dyslexic, have ADD, and live with anxiety. But none of that has stopped me from building a career and life I love—and helping others do the same.

Passion Squared, A School & Now Mentored.
In 2012, I launched Passion Squared to bring social and digital marketing education to the salon industry—back when many beauty pros were still finding their footing online. Our mission was to help hairstylists and salon owners harness the power of these tools in a way that felt authentic and aligned with their brands.

In 2015, I created A School, our online mentorship program and community that became a safe, supportive, and inspiring space for thousands of salon owners over the next 10 years. A School expanded the conversation beyond marketing into brand clarity, boundaries, leadership, and long-term business growth.

In 2025, I’m starting a new chapter with Mentored. with Nina L Kovner—an accessible mentorship designed to meet hairdressers, salon owners, educators, coaches, and content creators where they’re at, helping them gain clarity of their brands, strengthen boundaries, and grow their business without losing themselves in the process.

If you want the deeper dive, check out my books: Follow Your HEART. And to go even deeper, check out My AwesomeAF Healthy Boundary Handbook.