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In today’s ever-changing salon industry, big businesses are prioritizing adaptability and brand visibility to help tackle new challenges. For example, ingredient bans or extra added costs from tariffs. One brand is making big waves behind the scenes. Let me introduce you to the “silent giant” that is Pure Brazilian, with the help of Andrew Caruso.
Andrew Caruso is the Executive Vice President of Sales for Pure Brazilian. Pure Brazilian is a haircare brand focused on providing honest results with clean, simple ingredients. With over 20 years of experience in the professional beauty industry, Andrew’s grown from behind the chair to leading the charge across multiple channels. With each step, he helps drive growth, innovation, and strategic expansion.
Andrew is passionate about building brand visibility and elevating global distribution programs. He helps brands break through today’s media clutter to create long-term success.
Today, he oversees three powerhouse brands: Anthony Skin and Alpha Skin in mass retail and Pure Brazilian in professional wholesale distribution. Most recently, Andrew is leading the expansion of Pure Brazilian into the professional retail market. Entering the retail market helps raise revenue for salons and makes products more accessible for clients.
On this week’s episode of Volume Up By The Tease, host Kelly Ehlers sat down with Andrew to dive into the process of boosting a brand like Pure Brazilian. Touching on current hot topics like the formaldehyde ban and incoming tariffs. Through strategic future planning and a mission of educating the next generation, Pure Brazilian has it covered!
Learn more about Andrew and how Pure Brazilian is becoming a market leader in the salon industry by tuning into Volume Up by The Tease below. Check out our Instagrams here at @Readthetease and @volumeupbythetease.
