MENU
SEARCHAs the team responsible for giving clients the perfect bat, NovaLash Brand Ambassadors travel, educate and work at applying the perfect sets of lashes across both the country and the world.
NovaLash's 2017 class of Brand Ambassadors.
This year, NovaLash welcomes its NovaLash’s 2017 class of Brand Ambassadors (BAs). The 18 members of this hand-selected group of elite lash artists from around the world represent NovaLash whether it be in the press or at trade shows.
BAs are extremely experienced and not only lash, but some own their own salon or educate upcoming artists.
“Once a year, founder Sophy Merszei and a few industry leaders, come together and evaluate the work of lash artists who applied to be a BA,” says Vanessa Max, project and product development coordinator, NovaLash. “Out of many who apply, we only chose the very best to represent NovaLash and the extension industry.”
Max likes to refer to the ambassadors as “mini-Sophys” because they are also the faces of NovaLash. Each member is responsible to excite and educate everyone they can on NovaLash and its products.
To become a BA, the lash artist applicant must be NovaLash certified. Then the criteria are as followed: someone who loves lashing and has a fun, yet professional image; they carry the full line of NovaLash products; and are active members in social media. To apply, the lash artist must submit images and fill out a questionnaire by the deadline.
The 2017 class includes a handful of new ambassadors as well as several returning ones, such as Fotini Filini, IL and Bianca Martinez, AZ.
Filini has been as cosmetologist since 1989. Although she loved doing meticulous hair styling, it was while she was working in the salon that she decided to look into a new niche.
“One of the other hairstylists said to me, ‘you love tedious work and you’re so patient. I bet you’d be so good at doing lash extensions,’” Filini says. “At the time, I didn’t even know what lash extensions were, let alone why this girl thought I could be good at them. Then she showed me NovaLash’s ad in MODERN SALON and I was mesmerized. What were they? How did they put them on? How long did they last? I had so many questions and from then on I started researching as many lash companies as I could find. It seemed that NovaLash was the only one who kept winning awards over and over again. That’s when I decided to become NovaLash certified. It was the best choice I ever made in my life.”
The BA program began in 2015. That same year, Martinez won Lash Artist of the year, NovaLash’s annual lashing competition, which is celebrated at the BA’s annual meet-up each year during the LashOff award ceremony in Houston, Texas. Winning the competition was an automatic ticket to become an ambassador. She has been a BA each year since.
“Looking back 12 years ago at when I first started, I wouldn't have been able to imagine the success and heights that NovaLash has allowed me to achieve,” Martinez says. “In 2014 I won title for Fan’s Choice, 2015 won title for Lash Artist of the Year and BA, and remained a BA in the years since. My business has grown exponentially with NovaLash. My beginnings weren't easy but I'm so grateful for where I am today.”
Martinez says being a BA given her countless opportunities such as travel, being the first to receive new products, priceless exposure in beauty publications such as MODERN SALON and more, all helping the artists build their credentials and grow their businesses. Filini adds that the team gets to show others how NovaLash’s technique is different than others at trade shows, both internationally and domestically, and other events.
“As an ambassador, you are considered the best of the best,” Filini says. “Other lash artists look to you for your expert tips and tricks and even ask for mentoring. I love helping others because it makes me feel good inside. I feel better as a person to help someone do better, and that is not to say that I have stopped learning either. Life is a never ending lesson. As an ambassador, I have met many people who have inspired me with their talent. There is so much talent out there! It feels awesome to be part of the team who is on top on a global scale.”
Originally posted on Modern Salon
After moving to Colorado and teaching at a cosmetology school, Allison Stock joined Zandi K as a stylist, eventually becoming part of the Leadership Team, Education Team and Master Bridal Team. Today, as Director of Operation, Stock is Owner Nicki Wenz's right hand, managing human resources and operations, education and career development, and coaching and culture.
The company's Concealed Bead Method is raising the bar for what professional extension education can deliver.
Scott maximized her micro-salon by transitioning from stylist to strategic owner, focusing on recruiting and station-sharing. By prioritizing her ownership role over behind-the-chair work, she grew her team to six stylists within the two-chair, 150-square-foot space before eventually moving to a larger facility.
The former CFO of Perdue Farms and owner of Hardy Seafood, Terry Owens delivers a wealth of wisdom and strategies for entrepreneurs in his new book, "Business is Simple."
After scaling her single-location salon business, SALON TODAY 200 Honoree Amy Pal recently sold her six-location Whip Salon for seven figures. Using the six Ps for maximizing a business's value, she's ready to help her peers do the same.
Buried inside the One Big Beautiful Bill Act are federal solar tax credit changes that deserve your attention now. Two of the credits that matter most to commercial property owners, the Investment Tax Credit and the Production Tax Credit, are still available, but only if you move fast. A third, the Commercial Building Energy Efficiency Deduction, has a hard termination date that is closer than most people realize.
Up to 40% of hair stylists ghost the salon interview stage, leaving owners trapped playing endless phone tag with uncommitted applicants. This data-driven report breaks down why traditional job boards create recruitment friction and reveals the modern messaging strategies high-growth salons use to get pre-qualified talent to actually show up. Learn how to transition from cold calling to high-conversion conversations that protect your time and fill your chairs.
Sponsored by Beautista
Spit fests, hostile threats, and even an overachieving matchmaker--SALON TODAY readers share their craziest client tales and how their team handled these tough situations with professionalism and grace.
Keeping your appointment book full when clients are in vacation mode takes more than a good Instagram post. It takes a plan. The 2026 Summer Marketing Calendar from Meevo gives salon, spa & med spa owners a month-by-month roadmap with sharp themes, key opportunity dates, and campaign ideas specifically designed for the beauty & wellness industry. Here’s to your summer season working as hard as you do!
Sponsored by Millennium Systems International
AI is transforming the beauty and wellness industry, and the future is about empowering people, not replacing them. Discover how Phorest AI helps salons, spas, and med spas across North America respond faster, personalize every visit, and keep human connection at the heart of the client experience.
Sponsored by Phorest
Owner Michaella Blissett-Williams credits her General Manager Gloria Hortua with [salon] 718's year-over-year, double-digit growth and says she's been able to scale the company to eight locations because she can rely on Hortua to manage daily operations.
Shine Time: Aluram’s High Shine Line Delivers Moisture and Shine with Clean Ingredients
Sponsored by Aluram
Elyse Rogers is an uplifting presence at The Headroom who makes the team feel heard even in stressful situations. Owner Danielle Cherewyk sings her praises in this installment of Meet the Manager.
Despite a slight and predictable decline in client traffic for Q1, resilient pricing power is driving year-over-year revenue growth in salons. The KIM Report's Alain Audet reviews the data and what it's telling us about the state of professional beauty.
Same-store revenue grew just 2% for the second straight year—and new guest visits declined across every segment of the industry. The 2026 Benchmark Report reveals where growth is actually happening, which verticals are pulling ahead, and what the data says about where your business stands right now.
Sponsored by Zenoti
Hair restoration is entering a new era driven by regenerative science. This paper explores how Exosome technology is transforming treatment outcomes by targeting hair loss at a cellular level. Discover why EXOGROW is leading this shift.
Sponsored by Dermapenworld
A salon brand is much more than a logo. In this thought-provoking blog, Leon Alexander, Ph.D., walks you through the difference. SALON TODAY suggests sharing this article with your team and leading a discussion at your next huddle, asking the team to define your business's brand.
