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Some careers are carefully mapped out. Others begin with a simple nudge from someone who sees something in you, before you see it in yourself. For Jeff Orrell, that moment came when a friend told him he was missing his calling. What followed was a career that not only proved them right, but helped shape an evolving beauty industry along the way.
From Aveda to Redken, Orrell navigated a very different version of the industry before going on to co-found NEUMA Beauty, a brand rooted in clean, conscious innovation and building a career defined by intention and drive.
The Industry Then vs. Now
The beauty industry Orrell entered looks nothing like the one we know today. Think hooded dryers, limited ingredient awareness, and far less conversation around what products actually contained. Today, that has completely shifted. With the rise of clean beauty, customers are more informed and more intentional. They are paying attention to what they’re using, where it comes from, and how it impacts both their health and the environment. For Orrell, “clean” isn’t a buzzword. It’s a responsibility for Neuma Beauty, one that comes with higher costs, tighter standards, and the need for constant innovation.
That mindset is reflected in how he built his career. Orrell leaned into the industry’s competitive nature, using it as motivation rather than something to shy away from. It led to opportunities to travel, build relationships, and understand the business from every angle. But more than anything, it shaped his approach. Do the work thoroughly, push for excellence, and focus on creating real impact. It’s not about recognition, it’s for the people behind the chair.
Creating with Intention
When it came time to build something of his own, that clarity carried through. The goal was never to do everything, but to do the right things well. Keep the brand focused. Keep the product line intentional. Make sure everything serves a purpose. In a crowded space, standing out didn’t mean tearing others down, it meant elevating what was inside the bottle.
There’s also a level of honesty in Orrell’s perspective that feels especially relevant. Clean and sustainable products are more expensive to produce. They require better sourcing, more thoughtful development, and a long-term commitment. It’s not the easiest path, but it reflects where the industry is going. And while innovation continues to evolve, from bond repair to vegan formulations to AI, he’s clear on technology not replacing the human element. This industry is, and always was, about the people.
You’re Only as Good as the Team You Build
That belief shows up in how he defines success. It’s not individual, it’s collective. The teams you build, the relationships you foster, and the people you learn from are what make the work meaningful. “Our industry is about experience,” he shares, and that experience is shaped by the people behind it.
“This journey was never about me,” he says. “It was about making a difference.”
And that’s exactly what makes this conversation worth hearing.
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