Thriving Stylist Podcast – Episode #424

Title: Why Retail Programs Are Failing Hard And Fast
Host: Britt Seva
Date: February 9, 2026

Overview

In this hard-hitting episode, Britt Seva confronts the uncomfortable reality of why salon retail programs are struggling more than ever. Drawing on recent industry data, direct conversations with both salon owners and hair care brands, and her own coaching experience, Britt dissects the structural changes, pitfalls, and key pressures that have led to the rapid decline of retail sales within salons. She challenges both stylists and product companies to get brutally honest, rethink the business model, and adapt to new market realities before it’s too late. This episode delivers straight talk, actionable insights, and a call to modernize—perfect for salon professionals feeling lost in the new retail landscape.

Key Discussion Points & Insights

1. Why Britt Is Speaking Out Now

• Britt recognizes the drastic drop in retail profits in 2025 and feels compelled to address these shifts industry-wide, not just in private coaching.
• She shares her discomfort with remaining “complicit” in the decline of retail by not openly sharing what she’s seeing in the numbers.
  • Quote: “If I chose to go that direction, at what point am I just being complicit in the downfall of retail programs in the industry?” (05:54)

2. The End of an Era: How Retail Used to Work

• Britt reminisces about the deep partnerships between salons and hair care brands, where salons were exclusive distributors of professional products and both sides relied on each other.
• She explains that in the past, consumer access was limited; retail sales were easy and highly profitable for salons.
  • Quote: “When I first jumped into the industry in 2008, the best hair care was only available in salon … we had this retail hub and retail arm of our business. It just worked.” (22:20)

3. The Paradigm Shift: Direct-to-Consumer Disruption

• Distributors and brands began selling directly online and in big box stores, pulling the rug out from under salon retail.
• Stylists find themselves trying to sell product, but clients simply order online for perks and discounts the salon cannot compete with.
• Britt explains why “diversion” isn’t the primary issue—it’s sanctioned direct sales by the very brands salons used to trust.
  • Quote: “It’s not diversion that can’t be stopped. It’s a business decision. I understand why the brands are doing it… But then we also have to have the honest conversation that the model has changed.” (27:10)

4. The Math Problem: Profit Margins and Inventory Bloat

• Britt exposes the flaws in common retail advice, particularly the “reinvest 52%” model, which, in reality, eats into actual profits and ties up cash in inventory.

• Many salons now stock more product than they can possibly sell, leading to losses and stagnation.

  • Quote: “Where does the actualized profit come from? … Now, over many, many, many sales cycles, a profit margin can be obtained. You are in such volume that it becomes extremely challenging…” (30:20)

• Industry guidelines suggest a healthy “sell-through” rate is 30–50% monthly. Many salons are nowhere close.

5. Support Programs & Points: Misaligned Incentives

• Points earned from retail purchases are rarely valuable for salons—owners accumulate huge balances but find the rewards irrelevant (iPads, coffee makers, or low-value education).

• Brands claim they “support” salons with perks, but Britt notes the chasm between what’s offered and what owners and teams actually want.

  • Quote: “She was like, ‘We have a gajillion billion points with this brand…and I don’t want any of the prizes…What is even happening?’” (45:10)

• Britt relays that bringing in unknown educators through reward points isn’t compelling for today’s stylists, who want tailored, high-quality, Instagram-famous educators—not just whoever the brand sends.

  • Quote: “They care who’s on Instagram. They want to see who they want to see, they want to learn the technique—they want to learn. It just is what it is.” (53:08)

6. The Rise of New Retail Models: Success and Controversy

• Britt spotlights an unnamed (but clearly MLM/Network Marketing style) brand that upended the market. This company:

  • Offers commissions well above industry standard (15–30% vs. the usual 10%)
  • Does not require stylists to stock inventory—orders ship direct to consumers
  • Generates genuine enthusiasm and social media buzz from stylists excited about commissions and ease

• Britt contrasts this with the apathy she sees in most traditional salon retail—no excitement, no extra effort.

  • Quote: “The stylists who are selling this hair care brand are making post after post after post…about how amped they are about it…This is genuinely genuine excitement that I’m not seeing salons being able to generate because there are so many barriers and challenges…” (01:08:00)

7. Britt’s Solutions & Calls to Action

For Product Companies:

• Dramatically overhaul incentive models—either increase commissions or provide flexibility with points (let salons choose educators, cash value, or relevant perks)
  • Quote: “If there was some kind of exchange for cash value where they could invest in having the educator they want to come in…that is what they’re looking for.” (01:01:49)
• Offer inventory-free, direct-to-consumer salon partnerships; let salons keep a competitive edge (better discounts or unique perks vs. public online sales)
• Emphasize quality, modern education, reflecting the preferences and needs of today’s teams
• Recognize that loyalty and partnership must be mutually beneficial, not adversarial

For Salon Owners & Stylists:

• “Get curious.” Analyze your own numbers deeply—profit margins, inventory turnover, hours spent, real commissioning, and value received.
  • Quote: “Look at your program, look at your numbers, look at your investment, look at your sales…Does the money you make feel worth it?” (01:20:52)
• Consider partnering with brands that still maintain exclusivity and do not sell direct to consumer.
• Streamline your product lines—fewer brands mean better sell-through, less dead stock, and stronger negotiating power.
• Ask for buy-backs on slow-moving inventory when possible.
• Seek modern educational opportunities for your team; invest where you see cultural and practical value.

Notable Quotes & Memorable Moments

• On Industry Transparency:

  “It started to feel icky to me. And I felt like I needed to tell anybody who chooses to tune in and listen what I'm seeing so that they can make informed decisions for themselves.” (07:05)

• On the Broken Retail Model:

  “Stylists realize it's kind of like fighting a battle that's really hard to win.” (20:40)

• On the Real Threat:

  “When all these hair care companies went direct to consumer, it puts salons in a position where they are now competing with the people who used to be their partners in the game.” (24:08)

• On Inventory Headaches:

  “A lot of salons have so much tied up in inventory that they can’t move…so the profit never comes on it. It's just an expense.” (33:00)

• On Pointless Rewards:

  “We’re accruing all these rewards that they can’t even see as valuable because the stuff that’s being offered is not good.” (45:30)

• On What Stylists Want from Brands:

  “They want to make the choice. They want it to be the person that their team is amped on, because that's something they can actually build culture around.” (54:35)

Important Timestamps

• Why talk about retail now? – 05:30
• How the old retail relationship worked – 21:30
• The moment brands went direct to consumer – 24:08
• Salons fighting losing battles & inventory mistakes – 28:30
• Problematic reinvestment and profit math – 30:20
• Realities of sell-through metrics – 33:00
• Support programs & points (and their failings) – 43:30
• Education: Then vs. now – 53:08
• New models and higher-commission brands – 01:05:10
• What needs to change—solutions for brands and salons – 01:16:20
• Britt’s final challenge to “get curious” – 01:20:52

Conclusion

Britt leaves listeners with both a warning and an invitation: the retail model that made salons money for decades is crumbling, but there is still hope if both brands and salons adapt quickly. She urges everyone to “get curious,” face the numbers, and demand modern, mutually beneficial solutions—before the industry’s retail arm fades away for good.