Be Yourself, Build Your Brand: Authenticity, Education & the Long Game
Olivia Thompson (@omgartistry) and Ricardo Santiago (@stylistricardosantiago): two Joico artists; two different paths; one honest conversation about what it takes to build a career that lasts in this industry.
Olivia is a celebrity hair and makeup artist, extensions expert and Joico’s Blonde Specialist and brand storyteller. Her viral hair hack content has caught the attention of everyone from HudaBeauty to major editorial publications.
Ricardo is Joico’s Artistic Director of Education and a color analysis expert who has spent 12+ years mastering everything from vibrant color and balayage to barbering and curly hair, all while traveling the country educating the next generation of stylists.
Olivia and Ricardo stopped by Marlo Beauty Studios for an in-depth Pro2Pro: The Podcast discussion on finding your voice in the industry, the advice they’d give younger stylists and balancing it all while avoiding burnout. Here are a few takeaways from the episode. Watch or listen to the whole thing below!
Two Paths, One Starting Point
Ricardo’s journey with Joico started the traditional way. A manager believed in his talent, handed him an intro kit, and from there he built his career step by step. From level one educator to main stage at The BTC Show, it took years of consistency and growth.
Olivia’s path looked completely different. She started as a content creator before that was even a defined career. She was filming hair hacks wherever the light worked, studying acting and QVC-style sales and learning how to communicate on camera before there were tutorials for it.
Two completely opposite approaches, but both led to major success.
How to Get a Brand's Attention
Olivia and Ricardo break down how they ended up working with their dream brand. “Start with research,” shares Olivia. “Study the brand’s Instagram, website, videos and overall aesthetic.” Joico, for example, is light, airy, approachable and joyful. So she created content that already fit their style.A few key takeaways:
- Create content aligned with one brand at a time
- Don’t mix multiple brands in one video
- Tag them, stay consistent and show loyalty before any contract exists
- Don’t be afraid to send a DM!
Ricardo added that many brands, including Joico, have direct application portals that people often overlook. But the most important point they both kept coming back to: the brand alignment has to be real. People can tell when you're forcing it, and if it's forced, it won't last.
Your Brand Identity Is More Personal Than You Think
Olivia’s entire brand identity is rooted in who she genuinely is as a person. Her aesthetic carries from her wardrobe to her salon to her tools. The consistency makes content creation easier, and it makes her instantly recognizable.Ricardo’s brand is rooted in consistency and authenticity, and now expanding into other parts of his life like motorcycles, coffee, food and mixology.
Get on Stage (and Get Over Yourself)
Both Olivia and Ricardo describe themselves as introverted, yet today they teach on stage in front of hundreds of people. Ricardo said his turning point came from watching an educator on stage and feeling inspired by the impact it had on the audience.Olivia’s approach is simple and actionable:
- Start with Instagram Stories
- Get comfortable seeing yourself on camera
- Re-record until it feels natural
Another strategy? She talks to people in the audience before she goes on stage. This gives the opportunity to teach before you’re even mic’d up. By the time you step up, you’re continuing a conversation, not starting one.
Balancing It All Without Burning Out
Ricardo shared that balance didn’t come naturally. It took years, intentional planning and structuring life with a calendar that includes everything; work, travel, admin and personal time.Olivia uses something she calls a “life audit.” Every six months, she lists every role she has and creates a love/hate list for each. This clarifies what she wants to eliminate, delegate or automate to create space for what actually matters.
What This Industry Actually Needs
When asked what the beauty industry needs most right now, these two agree on more authenticity and realness. Too many people are trying to replicate someone else’s success instead of building their own. Social media has created the illusion that there’s only one way forward. But real growth happens when people fully step into who they are.The Advice They’d Give Their Younger Selves
Olivia: “Things aren't happening to you, they're happening for you. Every client that didn't turn out right. Every time you overpriced or undercharged or overstayed your welcome. Every moment on stage where you felt like you were going to fall apart. Those experiences aren't setbacks, they're the material your story is made of.”
Ricardo: “Try everything. Don't let someone put you in a box. Shed the layers that don't belong to you, and what's left is who you actually are. And that version of you, the real one? That's who people connect with.”
The full conversation between Olivia and Ricardo is now live. Watch it on YouTube or stream it on Spotify and Apple podcasts.
While you're building the career you deserve, make sure you've got the right tools and products behind you. Marlo Beauty Supply has been supplying beauty pros for over 40 years with trusted brands, professional-grade products and the educational resources to keep you growing. Stay connected at Pro2Pro for more conversations, spotlights and resources built for the professional behind the chair.
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