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Interview with Jeffery Orrell

Jeffery Orrell is a seasoned professional with over 37 years of proven success in the personal hair care industry. Starting his career in 1987 as a Distributor Account Executive with AVEDA, Jeffery quickly earned a reputation for enhancing the retail performance of salons he served. His efforts caught the attention of ED Wyse Aveda of the Pacific Northwest, who recruited him in 1991 to elevate their business to the next level.

In 1993, Jeffery transitioned into the manufacturing sector as Sales Director at ABBA Pure & Natural Hair Care, where he successfully established and managed major distribution channels. Following ABBA’s sale in 1996, he acquired and operated Rocky Mountain Salon Consultants until 1998, further solidifying his expertise in distribution and sales management.

Jeffery then expanded his horizons by working with Join Soon Electronics MFG, a cutting-edge connectivity and wireless technology manufacturer. This experience proved invaluable in 2000 when he was approached by Jim Markham, co-founder of ABBA, to develop a new professional hair care brand that eventually became

Pureology. Jeffery served as Vice President and Co-founder of Pureology until its acquisition by L’Oreal in 2007.

In 2007, Jeffery launched Aspire Salon & Spa in Scottsdale, AZ, and through his consulting firm, JKO International Consulting, Inc., he facilitated distribution for brands like FHI Heat and became a partner with Enjoy Haircare. He also founded NEUMA, pioneering a clean, sustainable professional hair care brand introduced to the salon industry in 2010. Today, NEUMA is distributed across North America, the EU, LATAM, APAC, Amazon, and NEUMABEAUTY.COM. In 2020 with the purchase of his former Pureology business partner, Cosway Beauty Brands, LLC, was formed, an umbrella company, managing, NEUMA, ColorProof and N4 professional hair care brands. In addition to being the founder of NEUMA RESEARCH, LLC, Jeffery continues to serve as COO of Cosway Beauty Brands, LLC.

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