In this episode of BUILDING & BREAKING, we’re diving deep into the legendary story of Aveda: how it rose to beloved icon status, what fueled its global success, and how it lost its way.

As a former beauty brand VP, educator, and lifelong observer of Aveda’s rise and evolution, I break down the brand’s rise under Horst Rechelbacher’s visionary leadership, its pioneering of nature-powered beauty, wellness, and the groundbreaking experience design that set it apart.

We dive into how Aveda’s sale to Estée Lauder shifted its trajectory, the disconnect that followed, and the hard lessons every salon owner, hairstylist, and beauty brand must learn to protect their own brand trust. From brand clarity and experience rituals to salon partnerships and loyalty, this is a powerful lesson in what it takes to build a sustainable brand and what happens when you drift from your core brand story.

Whether you’re a salon owner, stylist, or pro beauty brand exec, this episode is packed with actionable takeaways on brand story, staying focused, and rebuilding trust when things go off course.

In This Episode:

– What made Aveda the blueprint for nature-powered beauty brands

– The role of aromatherapy & sensory experience in lifetime client value (the amount of happiness, joy, referrals and revenue a client brings you over the lifetime of your relationship with them)

– How clear brand stories, including brand promises, fueled growth, and where clarity faltered

– Lessons on brand erosion: leadership shifts, inconsistency, lost connections and broken promises

– What salons & pro beauty brands can learn (and apply right now)

– Why clarity, consistency, and care are everything

If you want to learn more about creating your brand story and how to connect all the dots in your salon business, click here to learn more about Creating Your Awesome Brand, A Complete Course for Beauty Pros.

Thank you for listening with an open heart and mind, and sharing this episode with your business besties!