When I first met Stephanie Farsht on Zoom, I was immediately struck by a rare mix of sharp intellect and quiet humility. In beauty—an industry not exactly known for modesty—Stephanie’s grounded approach stood out. She didn’t lead with her résumé (which includes executive roles at Target and professorships at top business schools); in fact, she casually mentioned that she “wasn’t from beauty.” But what she is from? Innovation. And that’s exactly what makes her such a powerful force in beauty today.
Stephanie is the Co-Founder and CEO of Small Wonder, the powder-based professional haircare brand redefining how we think about shampoo and conditioner. But before she was formulating award-winning products, she was leading innovation and strategy strategy at Target, guiding startup founders at Northwestern’s Kellogg School of Management, and studying market shifts with the kind of curiosity and foresight that can’t be taught.
Her career is, in itself, a masterclass in reinvention—a reminder that you don’t need to follow a linear path to make a meaningful impact. And in an industry where stylists are often told that “behind the chair” is the be-all, end-all, Stephanie’s story offers something we don’t hear enough of: permission to evolve.
As someone who grew up in a salon family and started my career in salon leadership before transitioning into brand partnerships, marketing, and now media, I saw parts of my own journey reflected in hers. Both of us took the skills we honed in one corner of an industry and used them to break into another. Stephanie just did it on a much bigger stage—and in doing so, created a product that’s all about flexibility, too.
Innovation, Without the Ego
Stephanie spent 15 years at Target identifying the kinds of market shifts that disrupt entire categories. When she noticed industries like cleaning and oral care moving toward concentrated formats and waterless products, she asked a simple question: Why hasn’t beauty caught up?
Instead of just shrinking traditional formulas, she and her team built something new. Small Wonder’s powder-to-lather shampoo and powder-to-cream conditioner aren’t just clever—they’re clinically informed and sensorially luxurious. Every ingredient was selected for how it performs as a powder—not just for compatibility.
Take Vitamin C, for example. In liquid form, it’s notoriously unstable—breaking down rapidly once exposed to water, air, or light. But in its powdered state, it retains full potency until the exact moment it’s activated in your palm. That’s the guiding principle behind Small Wonder’s entire formulation approach: don’t just replicate what already exists. Reimagine it to perform better.
The result is peak efficacy with minimal waste. No waterlogged formulas. No fluff. Just concentrated performance that works smarter—and harder—for hair and scalp alike.
It’s that kind of thinking—lean, smart, purpose-driven—that sets Small Wonder apart.
And it doesn’t end with formulation. Stephanie is deeply involved in every aspect of the brand. At Chicago’s America’s Beauty Show, she was personally at the Small Wonder booth, explaining the science behind the product, welcoming feedback from stylists, and embodying exactly what a modern founder should be: accessible, informed, and hands-on.
She even helped shape the brand’s visual identity. The logo, a sleek seahorse, represents the brand’s ethos: small, elegant, powerful. It’s a nod to the sea creature’s resilience and stature as one of the smallest known species—and a perfect metaphor for the impact a single idea can make when nurtured with care.
The Freedom to Rethink Everything
What makes Stephanie’s story so important—especially for beauty professionals—is how unapologetically it breaks the mold. She didn’t come from product development. She wasn’t trained in cosmetic chemistry. She didn’t follow the “rules.” But she understood consumer behavior, spotted a gap, and had the courage to do something different.
Too often, stylists are made to feel like their only growth options are to add another service, raise their prices, or work longer hours. But Stephanie’s journey offers a refreshing alternative. It proves that beauty has room for entrepreneurs, educators, and innovators of all kinds—and that the skills developed behind the chair can translate far beyond it.
Creative problem solving, client communication, trend forecasting, aesthetic intuition, hands-on experimentation—these are all skills stylists use every single day. And they’re the exact same skills that can fuel careers in education, brand management, product development, or business ownership.
Stephanie is living proof that you don’t have to have a traditional beauty résumé to make waves in the industry. You just have to have a clear vision, the curiosity to question norms, and the confidence to do things differently.
And that’s not just an abstract idea—it’s something I see reflected in Small Wonder’s design. The products are built for flexibility. I’ve used the conditioner to soften styling creams and pastes. I’ve mixed the shampoo with a traditional conditioner to create a 2-in-1 cleansing cream. I’ve added the conditioner to a traditional conditioner to create a treatment mask. It’s a brand that meets you where you are—and lets you work the way you want.
A Blueprint for the Brave
In developing Small Wonder, Stephanie didn’t just create a new product—she created a new blueprint for what a beauty career can look like. One rooted in intellect, agility, and heart. And that’s something every stylist should take note of: your chair doesn’t define your future—you do.
Whether you’re dreaming of launching a brand, stepping into editorial, or influencing the next generation of pros, Stephanie’s path proves there’s space for you in this industry. You just have to be brave enough to step off the traditional path—and build your own.
And if you need a reminder that big shifts can come from small packages? Just reach for Small Wonder. It might be the inspiration—in product form—you didn’t know you needed.
