Sally Beauty Supply initiated a nationwide search for a diverse group of expert educators and skilled DIY beauty enthusiasts with unique perspectives to make beauty accessible, approachable, and inspiring for everyone. The inaugural group of brand ambassadors, dubbed the SallyCrew, will create content across channels such as Instagram, TikTok, Facebook, YouTube, and podcasts.
“We’re thrilled to establish this partnership to educate and inspire our customers with the knowledge needed to take beauty into their own hands,” said Carolyne Guss, Group Vice President of Marketing, Sally Beauty. “With expertise across hair color, textured hair and nails, the SallyCrew will further enhance our mission to boost confidence, provide educational content, build trusting relationships and empower consumers to unleash their PROtential.”
The SallyCrew will play a pivotal role in Sally Beauty’s new education initiative, DIY University, which is grounded in educational content for the at-home DIYer led by expert educators such as the SallyCrew. The goal with this initiative is to inspire, educate, and empower beauty enthusiasts by providing access to real-life, practical tools to elevate their at-home hair color, haircare, and nail routines. By providing essential educational resources and the professional quality products it’s known for, Sally Beauty is leading the way in meeting the new needs of the beauty consumer.
Meet the SallyCrew:
Asea Gilmore, @aseamae: Asea is a textured hair and nail educator known for transforming through teaching. Her content inspires and empowers her audience to embrace their authenticity. She uses her experiences to educate others to create self-care and beauty routines dedicated to self-love. “Knowledge is power and I’m thrilled to work with Sally Beauty to share what I have learned to help other beauty lovers look and feel their best,” said Asea Gilmore.
Charity LeBlanc, @charity.grace: With over 900,000 Instagram followers, Charity is a beauty enthusiast passionate about self-expression and showcasing her creativity through bold hairstyles and vivid, bright colors. “As a busy Mom and a DIYer, I’ve been coloring my hair at home for as long as I can remember. I look forward to encouraging and teaching others easy ways to do the same with Sally Beauty’s extensive assortment of vivid options,” said Charity LeBlanc.
Emily Boulin, @emilyboulinhair: Emily is a professional stylist with years of experience working in a salon and owning a business. Her focus is on using product-based education to achieve pro results at home by instilling confidence and sharing professional techniques. “My background and training as a licensed stylist allow me to share knowledge from behind the chair, so customers have the confidence to recreate their favorite salon looks and treatments at home with Sally Beauty’s wide range of professional-grade products,” said Emily Boulin.
Zenita Collie, @truleytalentedbeauty: Zenita is a relatable content creator who believes beauty is limitless and should be fun. Through knowledge gained from her journey with textured haircare, she has a deep understanding of hair growth and curl patterns. She uses her platforms to highlight the endless possibilities of textured hair, educating her followers on haircare as well as creative ways to style it at home in a relatable way. “I’ve been shopping at Sally Beauty since I was a teenager and I’m thrilled to help others find everything they need to care for their curls in one place, at an affordable price point,” said Zenita Collie.
The SallyCrew program represents an important part of the brand’s ongoing digital transformation centered on collaborating with thought leaders to help others unleash their PROtential.
