What the Efe?! President, CEO, and Editor-in-Chief of Efe Magazine, Andrea Sampson, discusses genuine day-to-day issues with some of the Canadian beauty industry’s biggest personalities and rising stars. It’s more than just hair – it’s critical social, political, and economic themes from the lens of some of the artists that keep us prepared to fight our everyday battles. In each episode, we’ll dive into some incredibly complex topics ranging from balayage to mental wellness. As we bring our expertise in diversity, equity, and inclusion (DEI) to the world of beauty, we hope to amplify the voices of marginalized communities and explore the keys to building an inclusive culture within the Canadian beauty market. Efe Magazine is not just a beauty magazine – it’s a lifestyle magazine. We hope to bring our carefully curated editorials to life through powerful storytelling, laughter, and deconstruction of mainstream ‘beauty’ ideals.