Ulta Experiential 3

The

of Texture

Stylists who want to take care of every guest that comes through their door need to have the technical skills, but also the knowledge that they are prepared to approach any hair fabric. To help stylists understand how to provide awesome service to a guest with highly textured hair, Ulta Beauty takes a building block approach in their education; classes build on each other, so stylists grow in competence and confidence.

“The initial launch of our texture program provided insight to what our stylists across the country need to begin, continue, or celebrate their own texture journeys,” explains Samantha Manuzak, the Technical Development Lead at Ulta Beauty. “The classes explore communication and consultation, vocabulary, and naturally tons of hands in hair.” Moving forward, Ulta Beauty is releasing targeted texture education while continuing to upgrade their core education to focus on customizing services for every guest. “Inclusivity is part of our culture, and our education is no exception,” Manuzak says. “We will always do what’s right to ensure every guest and stylist feels comfortable before, during, and after a service.”

How to Do a

As the first point of contact for a new client, and an important check-in for returning guests, a well-planned and executed consultation sets the stage for success. It establishes a partnership between stylist and client. Ulta Beauty Pro Team Member Pekela “PK” Riley helps stylists launch the consultation in a positive direction, which will lead to a productive appointment, by incorporating what she calls “the love language of texture” into Ulta Beauty’s current texture curriculum. “This means knowing the words, terms and phrases that will open up a dialogue, and avoiding the ones that are not objective,” Riley explains.

“Between 60-70 percent of the world’s population has textured hair,” Riley says. “But the way we talk about texture has led to the marginalization of what is so natural, which is to live in the texture you were born with and to celebrate it.” What is really exciting about this kind of language, Riley says, is that it empowers the stylist. “This is really the first generation of ‘woke’ stylists, and they are becoming sensitive to these turns of phrase. When language is used that sounds like the hair is ‘difficult’ or troublesome, it makes you as a stylist want to stay away from it. We are opening their eyes to these nuances of language while giving them tangible skill sets.” Tanya Collier is in her “dream job” as the Ulta Beauty Services District Educator for North Chicago, where she shares her passion with over 100 stylists. In her consultations, she creates a collaboration with her guest. “I may be the hair expert, but the guest is the expert of their hair,” Collier adds. “I really dive deep on what works for them outside of the salon. What do they like to be done to their hair and what do they not like? It’s ok to take advice from our guest because they have had the opportunity to work with their hair all their lives.”

Ask them to describe their hair and their journey. What has been their experience with their hair?

Allow the guest to describe the hair themselves. “Listen and pick up on how they see their own hair. Pay attention to the phrases or terms they use. We sometimes talk about curly or textured hair as being ‘overly’ or excessively’ which makes a judgement and speaks to the negative.”

Collier, who is herself a “curly girl,” says that the Ulta Beauty texture education training has given her the tools to understand how to manage natural curl, especially when it comes to the skill set of cutting. “Being able to understand the why behind techniques when it comes to cutting natural texture and having the ability to style a guest and give them tips and tricks to take home is incredible. “The beautiful thing is hair is very similar to delicate fabrics,” Collier continues. “The more practice you get with a particular fabric and educate yourself the more your level of comfort grows. Whether our canvas is a guest with straight fine silky hair or thick hair with a beautiful tight ringlet curl both have very specific needs and we as the professional are here to assist with it.” For a texture guest to be comfortable with their stylist, sensing that the stylists knows how to move through their hair is a “critical gateway” Riley explains. “If you learn a fool proof detangling process, and how to shape the hair, this is how a guest develops trust in the stylist. At Ulta Beauty, we talk about ‘earning your right to the root.’ This applies to high or low texture. It means you’re going to apply your skills to give you mobility in all texture types.”

Manuzak says that the biggest takeaway stylists receive from the texture education is confidence. “The confidence boost is all about improving communication and providing an open environment to take a risk and try something new (or in a different way). Nothing takes the place of experience and practice, but we focus on principles and skills that are the base of everything we do. The important thing is not where you are on your texture education journey, but that you have begun.” As Ulta Beauty helps to shape the future leaders of the industry, Riley says she is thrilled to be part of it. “We are working with the artists, creative directors, and decision makers of the future. It humbles me to know that we are having a Renaissance moment within Ulta Beauty , and from the way we approach texture, to our own thoughts and right down the execution of the skills, we are awakening a mindset.” Manuzak agrees. “ Individuals with textured hair are more than possible salon guests – they are our friends, family, neighbors, coworkers, and community leaders. They can expect the same guest experience as someone with straight hair, and leave feeling empowered with possibilities. “Service inclusivity is our destination and education will drive us there.”

• Gently finger detangle, working from bottom of section to the top • Assess integrity and health of the hair as you go • Work from bottom of section to the top, working gradually towards the root • Avoid manipulations that can cause cleansing. Be purposeful.

CLEANSE

• Earn your right to the roots • Check in with your guest to ensure their comfort • Pre-stretching removes moisture and loosens the curl pattern

DETANGLE/PRE-STRETCH/BLOWOUT

• Can be worn as a style or executed as a set

BANTU KNOTS

These working-with-texture tutorial videos take a stylist from a proper cleanse and detangling, to protective styles and sets. Each video explains the “why” behind certain steps, and includes product recommendations.

Proper Consultation

How to

Work with Confidence

How to

Celebrate Texture

Ulta Beauty provides each of its stylists with the texture training necessary to become a confident stylist for every client

Join the Team

CLEANSE

• Earn your right to the roots • Check in with your guest to ensure their comfort • Pre-stretching removes moisture and loosens the curl pattern

DETANGLE/ PRE-STRETCH/ BLOWOUT

• Can be worn as a style or executed as a set

BANTU KNOTS

• Can be worn as a style or executed as a set

FLAT TWISTS

• Offer control with customizable volume

SINGLE TWISTS

• Alternate the directions for each row to achieve a natural and balanced fullness

ROD SET

• Features and blow out, stretch out, flat iron and flat wrap • Thermal sprays can impart not just protection but control and shine

SILK PRESS

DETANGLE/ PRE-STRETCH/ BLOWOUT

BANTU KNOTS

FLAT TWISTS

SINGLE TWISTS

ROD SET

SILK PRESS

CLEANSE

She suggests stylists open the conversation this way:

Love Language

The Love Language