Hey, I'm Elise!

My career in beauty began at a department store makeup counter, where I learned how purchase decisions are actually made—what builds trust in a recommendation, how confidence influences choice, and why performance matters as much as promise. While working in makeup and managing cosmetics retail stores, I earned a dual degree in psychology and sociology with a focus on consumer behavior and marketing. I wanted to understand the patterns behind what I was seeing every day.

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From there, I went to cosmetology school and spent eight years behind the chair working with real products on real people. That experience taught me how products perform outside of controlled environments—across different hair types, routines, climates, and expectations. It also showed me what professionals trust enough to stake their reputation on, and why consumers repurchase or quietly move on. Together, these roles gave me a 360-degree view of the industry: as a consumer, retailer, practitioner, manager, and educator.

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I’m now completing an MBA with a concentration in marketing, deepening my understanding of competitive strategy, market positioning, and the business fundamentals that separate strong product decisions from costly missteps. This phase has allowed me to translate hands-on experience and consumer insight into strategic frameworks that support growth, clarity, and long-term performance.

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This path wasn’t accidental. Each phase built on the last. Retail revealed consumer behavior at the point of sale. The salon revealed product performance in real-world use—not what products claim, but how they actually behave. Psychology and sociology provided frameworks for understanding decision-making. Business training connects all of it to strategy that holds up under pressure.

What drives my work is a simple question: does this serve the end user in practice? Does the product perform the way they expect it to? Does the brand communicate clearly enough for them to succeed with it? And does the strategy reflect how people actually make decisions over time?

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Most consultants see one part of this picture. I’ve built a career working across all of it. That perspective is what allows me to help brands avoid the quiet, expensive failures that happen when product performance, consumer reality, and business strategy fall out of alignment.