Show notes
What happens when a former punk band manager turned salon owner decides to rewrite the rules of salon retail? You get Gloria Edge—founder of SITCH Haircare and Edge Academy. In this episode, Gloria shares how she scaled her salon from two to twelve chairs during a recession, why clean beauty often falls short for pros, and how she and her husband Anthony spent over a decade developing a haircare and styling line that hairdressers actually trust. Her brand journey took a major leap during her time in the Conventional to Cult Status (C2C) Accelerator, where she refined her brand positioning, built a community-led launch plan, and aligned her mission with her market. With no final packaging, no product shots, and no paid ads, Gloria generated powerful momentum by simply sharing her journey offline—with stylists, students, and salons. The result? Two sold-out production runs of a haircare line that the community had already claimed as their own. If you’re looking to build not just a product, but a movement—this conversation is your blueprint.Chapters:00:00:00 - Why Consistency Still Wins in 202500:00:53 - Welcome to Beauty and the Brand00:00:57 - Meet Gloria Edge: Punk Bands, Salons & Disruption00:02:03 - From Behind the Chair to Building a Brand00:03:50 - Spotting the Broken Gaps in Salon Retail00:05:08 - Growing a Salon in a Recession (And Thriving)00:06:21 - How Personalized Picks Create Raving Clients00:08:04 - The Pre-Launch Playbook That Sparked a Sellout00:10:04 - Launching a Refillable Line Without a Single Ad00:15:50 - Turning Grassroots Hype Into Lasting Momentum00:23:32 - Scaling Through Connection, Not Campaigns00:26:41 - When 50 Salons Isn’t Enough00:27:57 - The Relationship-First Approach to Brand Growth00:28:27 - Giving Hairdressers the Tools to Thrive00:30:03 - Bootcamps That Actually Move the Needle00:32:26 - The Email Tweak That Boosted Conversions00:35:02 - Becoming a B Corp (And Why It Matters)00:41:09 - Real Talk: Why Community is Everything00:49:25 - What’s Next for SITCH and Edge Academy00:51:47 - Final Words on Building With HeartLinks and Resources:👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -https://abcreativenyc.com/signup👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmapAggie on LinkedInAB Creative Aggie on InstagramSITCH Haircare WebsiteEdge Academy WebsiteGloaria on LinkedIn: Gloria EdgeThanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts and YouTube to leave us a review!Mentioned in this episode:5 Days to Growing Your Iconic Beauty Brand Challenge
