Marketing built exclusively for beauty businesses, so the strategy actually fits how clients find and book you.
Salon Boss is a marketing agency built inside the beauty industry. We’ve spent over a decade working with hair extension brands, tool companies, and beauty product lines — from branding and e-commerce to product launches, education platforms, and scaling past seven figures.
I was 19. Fixing computers. One of my clients was a hair extension brand. I walked into their warehouse and thought: “All of this... from hair?”
That was over a decade ago. Since then, I worked with that brand through every stage, from a crappy website and no social media presence to a company doing $10-15 million a year. I ran their ad campaigns. Designed their marketing materials. Consulted on product launches, education programs, and distribution strategy.
But here's the thing I learned that no agency will tell you: marketing a beauty brand is hard. Not “running ads” hard. Hard in ways that are specific to this industry.
Your audience is split between stylists and consumers, two completely different funnels. Your product line has hundreds of SKUs across colors, lengths, and methods. Your education and certification programs are both a revenue stream and a customer acquisition tool. Your inventory management directly impacts your marketing. You can't run a campaign for a product that's out of stock.
I've seen every version of this problem. I learned what works and what doesn't, not from reading case studies, but from being in the room when a brand scales from $500K to $10 million. And from seeing what happens when they don't have the right systems in place.
Salon Boss exists to give beauty brands access to that experience — without the decade of trial and error.
— Matt Peters-Mejia
Founder, Salon Boss
Your Meta spend is $10K, $15K, $20K a month. You’re getting clicks. Maybe some sales from repeat customers. But new customer acquisition? Flat. Your ROAS is declining. Your agency keeps “optimizing” but nothing changes. The problem isn’t the platform. It’s the funnel. Discount-driven ads attract bargain shoppers, not loyal customers. And nobody’s building the journey from awareness to education to purchase to repeat buyer.
You’ve driven thousands of people to your Shopify store. They browse. They leave. You shot a great video that got views, but no sales. The “funnel” everyone talks about? It’s broken. Or it doesn’t exist. The gap between interest and purchase is where most beauty brands lose.
You have certifications, education programs, stylist discounts, but signups are a trickle. The course page is confusing. The value proposition isn’t clear. The post-certification journey doesn’t exist. Meanwhile, brands like Bellami and Great Lengths have locked in thousands of stylists who reorder monthly.
The Shopify template. The iPhone product photos. The packaging that’s “fine but not where we want it.” Beauty professionals make snap judgments about quality. If your digital presence looks small, they assume your product is too.
The founder is the CEO, the marketing director, the Klaviyo manager, the social media coordinator, and the person packing orders in the warehouse. You’ve hired freelancers, agencies, a nephew, and nobody delivers what they promise.
Free discovery call · No commitment required
You created a product from behind the chair. Maybe it’s an extension line. Maybe it’s a tool. Maybe it’s a product line born from a problem you saw every day in the salon. You know the product works. Your clients love it, your peers want it. But you’re a stylist, not a marketing director. You’ve been selling through Instagram DMs, in-person classes, and word of mouth. You know there’s a much bigger market out there. You just don’t know how to reach it.
We’ll build a custom strategy for your brand
What you need is both.
An agency that knows the beauty industry AND knows how to build e-commerce brands. That understands the difference between marketing an extension line to stylists versus marketing it to consumers. That knows what it means to go from $500K to $5M, because we’ve been in the room when it happened.
That’s what we built Salon Boss to be.
Free strategy call · No commitment required
They know Shopify. They know Meta ads. They know Klaviyo. But they don’t know your industry.
They don’t know that a stylist researching extensions shops completely differently than a consumer. They don’t understand why your education program is your most important acquisition channel. They don’t know what a color ring is, why it matters, or how to market it.
They apply the same playbook they use for supplements, apparel, or home goods, and it doesn’t translate.
They know the industry. They’ve posted salon content. They’ve designed logos for stylists. But they don’t know e-commerce at scale.
They can’t build a Shopify store that handles 200 SKUs. They can’t architect a Klaviyo flow that segments stylists from consumers. They can’t run a $20K/month ad budget profitably.
They treat your brand like a slightly bigger salon instead of the e-commerce business it is.
We don’t sell you a website and wish you luck. We partner with you to build the marketing engine that scales your brand, from product launch to profitability to market leadership.
Brand, store and the systems behind them, for a line that sells to stylists, not to shoppers.
Beauty brand marketing is complex. There are too many channels, too many SKUs, too many audience segments, and too many moving pieces to hand it off to a vendor and hope for the best.
We audit everything: your website, your funnels, your ads, your email, your education platform, your brand identity. We identify the gaps, prioritize the fixes, and build a strategic roadmap.
Website redesign or optimization. Klaviyo flow architecture. Ad creative development. Education platform build or overhaul. Brand identity refinement. We build systems that scale, not quick fixes that break under pressure.
Campaigns go live. Product launches are executed. Ads are optimized based on real data. Email flows drive repeat purchases. Monthly reporting on revenue, new customer acquisition, and customer lifetime value.
Once we find what works, we pour gas on it. Increase ad spend on winning campaigns. Launch new products with proven systems. Expand into new channels. Build ambassador programs.
Throughout: Weekly strategy calls. You’ll never wonder what we’re doing or why. We’re in this together.
We learn about your brand: what you sell, who you sell to, what’s working, what’s not. We take a look at your website, your ads, your email program. We ask the hard questions: What’s your revenue? What’s your ad spend? What’s your new customer acquisition rate? By the end of the call, you’ll know if we’re the right fit, and we’ll know exactly where the opportunity is.
Based on what we learn, we put together a plan: what we’d do, in what order, and what it’ll cost. Not a template. A strategy specific to your brand, your product, your market position, and your goals. We’ll present it to you, get your input, and finalize the scope before we start.
We move fast. Website, email, education platform, brand, whatever the strategy calls for. Most brands have their foundation work done within 6–8 weeks. You’ll be involved in the strategic decisions, but the technical execution is on us.
Campaigns go live. Products launch. Data comes in. We optimize based on what’s working, double down on what’s winning, and cut what’s not. Monthly reporting on revenue-driving metrics. Weekly calls to stay aligned. This is where growth starts compounding.
Your Role: Be the brand, the face, the voice, the product expert. We handle literally everything else.
Launching a new product, method, or SKU line?
We build the full launch campaign: pre-order strategy, email/SMS sequences, social teaser content, influencer seeding, and day-of-launch execution. We’ve launched products that sold out within hours.
Turn education into your most profitable channel.
Online courses, certification programs, in-person class marketing. We build the infrastructure that turns education into your most profitable channel.
Scale without breaking.
Inventory management, fulfillment optimization, Shopify infrastructure, Klaviyo architecture. We don’t just run your marketing, we help build the systems that support your growth.
Getting a booth at a trade show?
We handle the pre-show marketing, booth design consultation, lead capture strategy, and post-show follow-up campaigns. We’ve been to the shows. We know what works.
Flexible contract terms
Straight answers to the questions we hear on every discovery call.
Book a free discovery call and we'll talk through your situation, your goals, and exactly what you need. No pressure.
Book My CallYou didn't create this brand to stay small. The gap between where you are and where you want to be isn't the product. It's the marketing infrastructure. Let's talk about your product, your goals, and what it'll take to get there.
