Building a Sought-After Brand in the Beauty Industry: Jodie Brown’s Journey from Behind the Chair to Global Educator

In this episode of Stylist Soul Tribe Conversations, I sat down with Jodie Brown — a second-generation hairstylist turned brand strategist and founder of Align Creative Co. After stepping away from behind the chair in 2020, Jodie has taught hundreds of hairstylists, educators, and creative entrepreneurs how to create standout brands, build marketing systems that scale, and turn their expertise into sought-after education programs.

Today, she runs her signature coaching program Sought-After Educator, hosts sold-out international retreats, and works with industry leaders to craft sustainable, impactful brands. But Jodie’s story didn’t start in the spotlight — it’s a journey marked by adaptability, intuition, and learning when to follow big dreams with strategy.

Roots in the Beauty Industry

Jodie grew up in the beauty industry. Her mother began as a shampoo girl at age 11 in Sheffield, England, eventually purchasing the salon where she started. That salon wasn’t just a business; it was a community hub — and the place where Jodie’s parents first met.

Her family moved often, living in England, Canada, and back again — more than 30 moves in total. While her husband grew up in the same home for most of his life, Jodie learned to adapt quickly and make bold decisions in pursuit of a life she wanted. This adaptability would later prove essential in her business pivots.

Discovering Hair as a Career

In high school, Jodie joined a cosmetology program, earning half her credits through hair training. Watching her mother earn a great income working part-time showed her what was possible. By 17, she had graduated hair school through an apprenticeship route and was making more than most of her peers who pursued university degrees.

Over the years, Jodie worked in commission salons, went independent, and even took a brief detour into distributor sales to satisfy her desire to travel. But she always returned to the artistry, control, and creative expression the hair industry gave her.

Turning Points and Early Marketing Success

In 2015, after maternity leave, Jodie joined a brand-new salon still under construction. With no walk-in traffic and a commute from out of town, she had to get creative to rebuild her clientele. She turned to marketing podcasts outside the beauty industry, applied what she learned to Instagram, and quickly built a loyal client base.

The experience solidified her belief in brand-building — not just for attracting clients, but for establishing authority and creating long-term stability. She began to see clients traveling hours to sit in her chair, paying premium prices without hesitation.

The Big Shift: From Stylist to Brand Strategist

By early 2020, Jodie was known among her peers as the go-to for marketing advice. Still, she hesitated to teach, believing there wasn’t room for another voice since industry leaders like Jamie Dana were already well established.

Then, during a challenging period marked by secondary infertility and depression, she received a message from an educator inviting her to a business and balayage class. At the class, she witnessed firsthand how many stylists were struggling with social media — and realized there was space for her to make a difference.

Two weeks later, when the pandemic shut everything down, Jodie decided to go all in. She left the salon, invested in business education, and launched her new career serving the beauty industry through marketing and branding support.

Lessons in Emotional vs. Strategic Decisions

One of Jodie’s most valuable lessons came from an emotional pivot in 2023. After hosting her first educator retreat in Italy, she felt called to work exclusively with educators and ended her hairstylist-focused programs abruptly. While the decision was aligned with her vision, the sudden execution created unnecessary strain.

Her takeaway? Intuition should guide the direction, but strategy should shape the path. Transitions work best when you keep successful programs running while building the new offer behind the scenes.

What Works in Marketing Today

In 2025, Jodie sees a shift in how beauty professionals should approach marketing:

• Instagram still matters — not for explosive reach, but for brand building and authority.

• Own your audience — move followers to email lists or other platforms you control.

• Adopt best practices from outside the industry — such as lead magnets, ManyChat automations, and strategic collaborations.

• Leverage local partnerships — cross-promote with other small businesses to amplify visibility.

• Branding over algorithms — create content for your ideal client, not for the algorithm. Optimize for the algorithm afterward.

Her favorite reminder: Different is better than better. If no one else in your market is doing something — whether it’s blogging, workshops, or partnerships — that’s your opportunity to stand out.

Current Work and Upcoming Retreats

Today, Jodie’s focus is split between Align Creative Co., which handles organic marketing for educators and salon owners, and her Sought-After Educator program, where she helps educators build sustainable, scalable businesses.

She also hosts luxury business retreats in inspiring destinations. Her October 2025 Rome retreat is sold out, but two spots remain for her May 2026 Greece retreat.

Key Takeaways for Beauty Professionals

1. Adaptability is an asset — Life and business will change. Learn to adjust without losing momentum.

2. Follow intuition with strategy — Let your gut guide you, but execute with a plan.

3. Branding is about differentiation — Find the gap in your market and fill it.

4. Focus on relationships — Both online and in person, they are your most valuable marketing tool.

5. Sustainability beats virality — Build systems and offers that last beyond a trending post.