Cutting Through The Noise

by Cutting Through The Noise

Season 4

Episode Ten. S4: Beyond the Tool: Building a Better Future for Hairdressers

Recorded live at HairCon 2026, this episode of Cutting Through the Noise features host Stephanie Mason in conversation with Marie Nieuwoudt, Group Education Manager at Cloud Nine and a passionate advocate for innovation, education, and the future of the professional hair industry. With more than 40 years of experience in brand building and supporting salon professionals, Marie has witnessed the industry's evolution firsthand. She shares her perspective on the opportunities and challenges shaping modern hairdressing, and why embracing change is essential for long-term success. The conversation explores how technology is transforming the salon landscape, from the way professionals work behind the chair to how businesses engage with clients. While innovation continues to accelerate, Marie believes the true focus should remain on empowering hairdressers with the knowledge and confidence to deliver exceptional client experiences. A key theme throughout the episode is the growing demand for healthier hair. Marie explains why healthy hair is becoming the new luxury, with clients increasingly seeking long-term hair health rather than simply chasing trends. She discusses how education plays a vital role in helping stylists recommend better styling habits, improve client outcomes, and build trust that extends well beyond the salon visit. Marie also shares Cloud Nine's vision for supporting salon profitability through education, innovation, and practical business thinking. As consumer expectations continue to evolve, she believes ongoing learning will remain one of the industry's greatest competitive advantages. Whether you're an emerging stylist, salon owner, educator or established professional, this episode offers valuable insights into building a stronger, more sustainable future for both your clients and your business. In this episode, we cover: The future of professional hairdressing How technology is changing the salon industry Why healthy hair is becoming the new luxury Education and career development for hairdressers Supporting salon profitability in a changing market Cloud Nine's vision for the future Why adapting to change is essential for long-term success Creating healthier styling habits that benefit both clients and salons Useful Links: https://www.cloudninehair.com/ https://www.instagram.com/marielnieuwoudt/ https://www.instagram.com/cloudninehair/ https://www.instagram.com/cloudnineprofessional/

S4 · E10

Jul 4, 2026

24:22

Episode Nine. S4: Future-Proofing Distribution: Building Brands, Relationships & Revenue

Recorded live at HairCon 2026, this episode of Cutting Through the Noise features host Stephanie Mason in conversation with Jo Robertson, founder of Wonderful Brands and one of the professional beauty industry's most respected distribution and brand-building experts. With extensive experience helping brands expand across multiple markets, Jo has spent decades building successful partnerships between manufacturers, distributors, and salon professionals. Her unique perspective offers valuable insights into what separates brands that achieve sustainable growth from those that struggle to gain traction. Jo explains why distribution is about far more than simply moving products from one market to another. Successful partnerships require alignment, trust, shared values, and a long-term commitment to building a brand's presence within a region. She shares what distributors are really looking for when evaluating emerging brands and the common mistakes businesses make when entering new markets without the right foundations in place. The conversation explores the evolution of the professional beauty industry, from changing consumer expectations to shifts in education, marketing, and brand positioning. Jo also discusses the importance of strong relationships in business, explaining why genuine partnerships continue to be one of the most valuable assets for long-term success. For brands considering international expansion, Jo offers practical advice on preparing for growth, selecting the right partners, and understanding the realities of entering new territories. She also shares her perspective on the future trends shaping the global beauty and hair industries and where she sees the biggest opportunities emerging. Whether you're a salon owner, distributor, educator, or brand founder, this episode provides a valuable behind-the-scenes look at the partnerships and strategies that drive successful businesses around the world. In this episode, we cover: What makes a successful distribution partnership The biggest mistakes brands make when entering new markets Why trust is essential between brands and distributors What distributors look for in emerging brands How to prepare for international expansion The evolution of the professional beauty industry Building long-term business relationships that last Future trends shaping the global beauty and hair sectors Useful Links https://www.instagram.com/wonderfulbrands_uk/ https://wonderful-brands.com/

S4 · E9

Jun 24, 2026

24:25

Episode Eight. S4: Salon AI has landed, and it’s more than just a game-changer. It’s a revolution.

In this episode of Cutting Through the Noise, Hayley Mears is joined by Phil Taylor — hairdresser, brand builder, and co-founder of VybeAI — for a future-focused conversation on how artificial intelligence is reshaping the salon industry, and why this shift is happening faster than most people realise. With 27 years in the industry, Phil shares his journey from behind the chair into sales, education, and entrepreneurship. After spending 13 years working with a major Australian haircare brand, he went on to build the Hair and Beauty Collective and launch DunGüd, a haircare brand now exported to nine countries. But Phil’s latest project may be his biggest yet. Phil unpacks the vision behind VybeAI — an AI platform designed specifically for salons. Built to reduce the pressure salon owners face daily, VybeAI aims to solve one of the industry’s biggest silent struggles: decision fatigue. With salon owners constantly juggling staffing, client communication, marketing, retail, finances, and compliance (often without formal business or HR training), Phil believes the future of salons depends on systems that support sustainable leadership. Rather than replacing hairdressers, VybeAI is designed to take care of the “heavy lifting” behind the scenes, freeing stylists to focus on what truly matters: creativity, connection, and the client experience. Phil breaks down the five core layers of the platform, including SIA (Salon Intelligent Assistant) — an AI avatar named SIA, trained to think like an expert hairdresser and act as a proactive business co-pilot. From education support and product knowledge to HR tools, SOP creation, marketing integration, and even Instagram optimisation, VybeAI is positioning itself as a complete backend operating system for the modern salon. This episode is a must-listen for salon owners, managers, and educators who want to stay ahead of the curve — and understand how AI can support, not replace, the future of professional hair. In this episode, we cover: Phil Taylor’s 27-year career journey and brand-building experience Why salon owners experience constant decision fatigue The launch of VybeAI and what it was built to solve How AI can support salons without removing the human element The five core layers of VybeAI, including SIA the salon co-pilot Automation tools for marketing, messaging, retail and operations AI-driven education support for formulation and troubleshooting HR systems, onboarding frameworks, and business structure tools The future of salon leadership in an AI-driven era Links: www.vybesalon.ai https://www.instagram.com/vybesalonai https://www.facebook.com/vybeai

S4 · E8

May 28, 2026

35:00

Episode Seven. S4: Method and Mindset: JOICO Global artist, Olivia Thompson, is bringing her signature blonding techniques to Hair Festival.

Host Hayley Mears welcomes Olivia Thompson, also known as OMG! Artistry, who joins the podcast from Fort Lauderdale ahead of their first trip to Australia for Hair Festival. The discussion covers Olivia's extensive career, their commitment to education, the development of their viral social media strategy, and a preview of the blonding and colour techniques they will be teaching. Key Takeaways & Discussion Points Career and Education Philosophy: OMG! Artistry transitioned from videography to cosmetology. A struggle to receive a cosmetology grant in 2008 led to their "why"—a lifelong commitment to teaching and a vow never to "gatekeep" industry knowledge. Integrating Skills for Social Media: They integrated their videography skills, such as storytelling and storyboarding, into hair content about two years into their career, recognising the need to show the before, process, and result. The "Proumer" Content Model: After pivoting content five times due to algorithm changes, OMG! Artistry coined the term "proumer". This strategy allows them to serve both professionals and consumers simultaneously, providing content that identifies a problem, offers a solution, and includes the product solution. Going Viral: They recounted the story of their viral "water bottle curls" video (a hack involving a water bottle and a blow dryer). The video gained 3 million views in five hours and resulted in 30,000 new followers within two weeks. The Power of Personality: To stand out in the beauty industry, stylists need to be themselves and showcase their personality alongside their techniques and hacks to build trust and client exposure. Hair Festival Education: OMG! Artistry will be joining Katy Reeve and Carolyn Gahan to teach their session, "Method and Mindset," on Sunday, June 28th, from 4:30 to 5:30.Technique Focus: The education will focus on simplifying blonding and creative colour techniques with real-life, repeatable, numeric steps. Blonding Inspiration: Their blonding technique is inspired by the haircutting concept of overdirection to create softness. Consultation: The class will cover consultation, including reverse engineering the desired look from the client's request. Attendees receive a swag bag valued at $140. Favourite Joico Hero Products:Silver Light lightener: Lifts over nine levels and contains charcoal-infused ingredients that multitask by lifting and toning simultaneously. K-Pak Color Therapy Luster Lock Treatment (K-PAK 20): Strengthens the hair and is considered an essential product. Heat Hero: A dry thermal protection spray with a hold of three, featuring a split-end mender that activates with heat.e heat to deeply absorb the treatment. Links & Resources Follow OMG! Artistry (Olivia Thompson): Instagram & TikTok under the handle OMG Artistry. @omgartistry https://linktr.ee/Omgartistry Follow Joico: https://www.instagram.com/joicoaustralianz/ Hair Festival Tickets: https://events.humanitix.com/2026-hair-festival/tickets#group3 Hair Festival Session: "Method and Mindset" with OMG! Artistry, Katy Reeve, and Carolyn Gahan https://hairfestival.com.au/sessions/joico-presentation/ (Sunday, June 28th, 4:30 – 5:30)

S4 · E7

Apr 10, 2026

42:23

Episode Six. S4: Choosing Courage Over Comfort with Natalie Chadwick

In this episode of Cutting Through the Noise, Hayley Mears sits down with Natalie Chadwick, Creative Director of CPR Hair, for a conversation about intuition, creativity, and the mindset required to build something meaningful in the hair industry. Nat reflects on the role intuition has played throughout her career, describing it as both a superpower and a challenge. Her ability to read people and environments quickly has helped shape creative direction and leadership decisions, but it also means absorbing the anxieties and energy around her — something she’s learned to manage over time. Hayley highlights Nat’s agility when it comes to branding and execution, noting how her ability to move quickly from idea to action has been a key factor in the growth of the CPR brand. This same creative instinct continues to shape the vision behind Salon Forum 2026, where the theme centres on choosing courage over comfort. Rather than predictable conference environments, the goal is to place the community in spaces that challenge perspectives and create memorable, transformative experiences. Nat also shares her concept of “purple patches” — bursts of creative magic that tend to arrive at the least convenient times. Whether during holidays or late-night moments of inspiration, these periods of clarity often spark some of her most impactful ideas. The conversation also traces Nat’s personal journey into the industry. From being a single mum with no savings and a background in music to becoming the Creative Director of CPR, she reflects on the power of taking consistent steps forward, even when the bigger picture feels uncertain. Throughout the episode, Nat emphasises the importance of a collaborative ecosystem within the industry. Rejecting the idea of competition between brands and artists, she believes progress happens when people share knowledge, support each other’s work, and contribute to a stronger collective community. This is an inspiring conversation about trusting instinct, embracing creativity, and building a career through courage, curiosity, and connection. In this episode, we cover: Why intuition can be both a strength and a challenge in leadership The agility required to build and scale a brand The vision behind Salon Forum 2026: choosing courage over comfort Creative “purple patches” and where ideas really come from Nat’s journey from musician and single mum to Creative Director The importance of collaboration over competition in the industry Related Links: @natalie_cprhair @cprhair @cprhairpro www.holisticsalons.com/jointhemovement

S4 · E6

Mar 16, 2026

37:19

Episode Five. S4: Sheridan Rose Shaw on Motherhood, Mindset & Salon Growth

In this episode of Cutting Through the Noise, Hayley Mears sits down with salon owner and entrepreneur Sheridan Rose Shaw for a deeply honest conversation about growth, motherhood, and redefining leadership during major life transitions. Sheridan shares what the past year has looked like as her business continues to expand while welcoming her second daughter, Queenie. While the growth has been exciting, she opens up about the reality behind the scenes — navigating postpartum anxiety, battling mastitis, and learning to slow down after years of being driven by ambition and momentum. The conversation explores how these experiences reshaped Sheridan’s approach to leadership and business. Rather than working constantly in the salon, she began shifting her focus to working on the business — bringing on a manager, Tom, and implementing backend systems like Trello to support daily operations and allow the team to thrive without her being across every detail. Sheridan also speaks about the importance of daily rituals that support her wellbeing and mindset. Breathwork, meditation, and intentional moments of stillness have become non-negotiable anchors that help her stay present both as a mother and as a leader. A self-described “fast manifester,” Sheridan reflects on the power of clarity and commitment when pursuing goals. Once she sets her mind on a vision, she pours her energy into making it happen — a mindset that has shaped both her career and her personal growth. The episode also highlights the importance of mentorship and collaboration within the industry, including Sheridan’s long-standing connection with award-winning hairdresser Chris Benson, whose guidance and support have played a role in her development. This is a thoughtful and vulnerable conversation about ambition, resilience, and learning how to evolve as both a business owner and a parent. In this episode, we cover: Growing a salon business while welcoming a second child Postpartum anxiety, mastitis, and the realities of new motherhood Transitioning from working in the business to working on it Building systems and hiring leadership support The role of daily rituals in maintaining mental wellbeing Manifestation, mindset, and turning vision into action The value of mentorship and industry collaboration 🔗 Useful Links: https://www.instagram.com/sheridanroseshaw_mamawest/ https://www.instagram.com/mamawest_/ Learn a thing or two from MAMAWEST!

S4 · E5

Mar 9, 2026

45:06

Episode Four. S4: Andrea MacKellar & Ash Lennan on Motherhood, Partnership & Salon Leadership

In this episode of Cutting Through the Noise, Hayley Mears is joined by Soul Hair co-owners Andrea MacKellar and Ash Lennan for an honest conversation about career growth, partnership, motherhood, and building a values-led salon in regional New South Wales. Andrea shares her journey from starting hairdressing at 15 to relocating from Sydney to Gunnedah for a slower pace of life — a move that unexpectedly led to opening and scaling a thriving salon. What began as a small, personal space evolved into a fully structured business, shaped by strong leadership, clear goals, and a commitment to team culture over rent-a-chair models. Ash reflects on her unconventional career path, returning to hairdressing as a young mother and using her ambition to set an example for her daughter. Her progression from team member to salon manager — and ultimately buying into the business — highlights the power of mentorship, belief, and shared vision. Together, Andrea and Ash unpack the realities of juggling motherhood and business ownership, sharing practical strategies like “healthy compartmentalisation” and “brain allocation” to stay present both at work and at home. They also discuss the importance of supportive partners, emotional resilience, and creating a workplace that genuinely accommodates working parents. The episode dives into Soul Hair’s strong team-first culture, including their success with mature-age apprentices who bring drive, discipline, and lived experience. They also share their innovative commission model, where upsell treatments contribute to a team education fund — helping finance external training such as Salon Forum, where Andrea will appear on the Mom Panel. This is a heartfelt and practical conversation about leadership, loyalty, learning, and redefining success — especially for women balancing family, ambition, and business. In this episode, we cover: Building and scaling a salon in regional NSW From team member to co-owner: Ash’s partnership journey Motherhood, mindset, and managing mental load “Healthy compartmentalisation” and brain allocation strategies Creating a supportive, family-first team culture Employing and empowering mature-age apprentices Team-based commission and education incentives Preparing for Salon Forum and the Mom Panel Useful Links: https://www.instagram.com/soulhairstudiogunnedah https://www.instagram.com/andrea_soulhairstudio https://www.instagram.com/ash_soulhairstudio

S4 · E4

Feb 9, 2026

31:39

Episode Three. S4: From Pulp Riot to Danger Jones: A Candid Conversation with David Thurston (The Hairdressing Startup That Sold for USD $100 Million in 23 Months… Meet David Thurston)

In this episode of Cutting Through the Noise, Hayley Mears sits down with industry disruptor, founder, and author David Thurston to unpack the release of his book The Spiral Staircase and the seismic shifts shaping the global hair industry. David reflects on the deeply personal journey behind the book — a candid account of his path from the independent salon movement through the rise of social media and into the current AI-driven era. Written in his signature “rock and roll swagger,” the book captures the highs, failures, reinvention, and purpose that defined his career, offering lessons that extend far beyond hair. The conversation explores the industry’s current era of change, with both Hayley and David sharing concerns around the rapid acceleration of AI and the blurring of professional and consumer channels. David doesn’t shy away from calling this shift “troubling,” warning that brands and businesses who fail to adapt risk being left behind at speed. David also opens up about selling Pulp Riot, the unexpected emptiness that followed financial success, and the clarity that led to creating Danger Jones — a brand built on community, culture, and creative impact rather than quick wins. From paying artists instead of himself to launching the global Dangerfest event, his focus remains firmly on legacy, not ego. They discuss partnership, purpose, and what it truly means to build something meaningful in a noisy industry — touching on failure, humility, reinvention, and choosing both freedom and ambition. This is an honest, future-facing conversation about leadership, creativity, and staying human while everything else evolves. In this episode, we cover: The story behind The Spiral Staircase and why David finally wrote it How the hair industry has transformed across multiple revolutions AI, automation, and why those who don’t adapt will fall behind The blurring of professional and consumer channels — and why it’s concerning Selling Pulp Riot and redefining purpose beyond financial success Building Danger Jones as a community-first brand The power of partnership, failure, and long-term vision Why culture, creativity, and human connection still matter most Useful Links: @davidthurstonofficial Thurston Productions Website The Spiral Staircase BOOK http://dangerjonescreative.com/en-au https://www.instagram.com/dangerjonesbalayage/ https://www.instagram.com/dangerjonesbold/

S4 · E3

Jan 31, 2026

31:21

Episode Two. S4: Discomfort, Change & Sustainable Success with Tabatha Coffey

In this episode of Cutting Through the Noise, Hayley Mears is joined by industry icon Tabatha Coffey for a wide-ranging and deeply honest conversation about growth, discomfort, and the realities of building a sustainable career in the hair industry. Drawing from salon forum discussions and decades of global experience, Tabatha shares why growth isn’t meant to feel comfortable — and why chasing too much expansion at once can fragment focus and energy. From scaling a business to personal reinvention, they unpack the importance of planning, logistics, and creating a sense of safety when navigating disruption. The conversation also explores the differences between the Australian and US hair industries, with Tabatha highlighting Australia’s strong team-based culture, high calibre of work, and thoughtful approach to education. While AI and automation are rapidly reshaping admin, marketing, and customer touchpoints, both agree that human connection, communication, and touch remain irreplaceable — making soft skills training more important than ever. Tabatha introduces somatic work as a powerful tool for overcoming resistance to change, helping salon owners and creatives move beyond paralysis, procrastination, and burnout. By aligning decisions with personal values and learning to respond rather than react, long-term confidence and self-trust become possible. The episode closes with a candid discussion on hustle culture, the difference between hard work and sacrifice, and why “not all money is good money.” Tabatha offers grounded advice for both seasoned salon owners and those just starting out: sustainable success comes from fluidity, self-awareness, and a willingness to stay uncomfortable — on purpose. In this episode, we cover: Why growth always involves discomfort — and why that’s a good thing The danger of chasing too many goals at once Key differences between the Australian and US hair industries How AI will reshape admin, but not human connection Why soft skills and communication training are essential Using somatic work to move through fear and resistance Making decisions aligned with personal values Hard work vs sacrifice — and dismantling hustle culture Advice for the next generation of hair professionals Useful Links: https://www.tabathacoffey.com/ https://www.instagram.com/tabathacoffey/

S4 · E2

Jan 6, 2026

29:30

Episode One. S4: From Olaplex to Goddess: Jordan Alexander on Building Brands That Serve Hairdressers

In this kick-off episode for 2026 of Cutting Through the Noise, Hayley Mears sits down with Jordan Alexander — co-founder of Goddess — to unpack what it really takes to build a global hair brand without losing sight of the hairdresser. Although recorded in late 2025, this conversation looks firmly ahead. Jordan shares why 2026 marks the first full year of Goddess following its launch in April 2025, and how the brand has spent its early months prioritising compliance, regulation, and long-term foundations before rapid global expansion — with plans to be present in over 100 countries by early 2026. Jordan reflects on growing up in the hair industry, rebelling against it briefly through a pre-law degree, before finding their way back behind the chair via Toni & Guy. A move to Los Angeles and working alongside celebrity colourist Tracy Cunningham sparked a deeper passion for chemical services, eventually leading to the launch of category-defining brands including Olaplex and later K18. Now with Goddess, Jordan explains why this chapter feels different. With mentors Ed Conigan and Denise Russell as hands-on owners, the focus has shifted toward simplifying the stylist’s life — creating products that genuinely perform, not just market well. Central to that philosophy is Goddess’s move away from repair-led narratives toward protection-first hair science, including the development of the brand’s proprietary “Goddess molecule” inspired by silk biomaterials. The conversation dives deep into product development, including the upcoming shampoo and conditioner launching in January, and why high performance must always outweigh hype. Jordan breaks down how Goddess functions like a Swiss Army knife for hair — strengthening strands over time, extending blow-dries, reducing styling time, and improving manageability with continued use. Beyond product, Hayley and Jordan explore broader industry shifts — from the rise of booth and suite models in the US to the decline of major trade shows and education platforms. Jordan shares concerns around the loss of collaboration, mentorship, and inspiration when hairdressers operate in isolation, and reinforces the importance of lifelong education at every stage of a career. The discussion also touches on retail, distribution, and the evolving role of technology. While innovation has its place, both agree that hairdressing remains a human-to-human industry — one built on touch, intuition, relationships, and shared experience — something AI and automation can never fully replace. Jordan also reflects on working with celebrity clients, the realities of global travel, and the biggest lesson learned across decades in the industry: brands only thrive when hairdressers and salons remain the top priority. A thoughtful, honest conversation about protection over repair, people over platforms, and why the future of hair depends on staying human. Useful Links Jordan Alexander: @jordanstylist Goddess: @goddessmaintenanceco

S4 · E1

Jan 1, 2026

27:08

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