The first and only authorized beauty professional marketplace for salons, we are for clientele and customers who desire authentic products direct from manufactures globally
For the moments that are just for you. Embrace your beauty
Sustainability is the heart of modern elegance. Our collection of manufacturers is a perfect fusion of eco-friendly and undeniable allure. With everything you need to offer a balance of confidence, style, and minimal environmental impact, embodying a future where progress aligns with nature.
Prior to the 1960s
Prior to the 1960s, professional products were dominated by a few multinational corporations,
including Wella, Clairol, Helene Curtis and Revlon. “Shampoo Sets” were the norm, so
professional supplies were limited to backbar chemicals (i.e. perms, hair color and rinses),
inexpensive deep cleansing shampoos and hair spray – lots and lots of hair spray! There was no
true commitment to the professional industry, as the manufacturers that produced these
products earned the majority of their revenue in open retail markets. As a result, professional
products were looked upon as additional revenue, but were certainly not a company’s primary
focus.
1960
This began to change in 1960 with the founding of Redken, one of the first exclusively
“Professional Only” product lines, which was later followed by Jhirmack in 1968. Whereas
professional products of the 1950s and earlier were managed through much the same sales and
distribution channels as drug and department stores, the emergence of professional lines
required a separate and unique sales force. Entrepreneurs recognizing this opportunity began
catering to professional salons exclusively, and the first true professional products
distributorships were born.
Even with the development of truly professional brands, the growth of this market was limited
by fashions of the day. Shampoo sets were still popular, and with clients visiting salons on a
weekly basis, there was little opportunity for retailing within the salon. This all changed with
the Sassoon Revolution. Stiff, unnatural hair was replaced with sleek, flowing, geometric cuts
and lacquer-free styles. Clients were no longer visiting salons on a weekly basis and required a
means of maintaining their hair between haircuts. Professional shampoos and conditioners
exploded in popularity, as healthy, shiny hair was in demand.
1970's - 1980's
Professional products, used and recommended by beauty professionals, continued to gain
popularity through the ‘70s and ‘80s with the introduction of cutting edge, stylist-owned brands
like Paul Mitchell and Matrix. Sassoon’s sleek, smooth cuts soon gave way “wash and wear”
perms and highly textured hair. As a result, everything from perms to hair color to shampoos,
conditioners and styling products were in demand. Major corporations that once serviced an
undervalued professional market saw their professional business explode, and professional
products distributors continued to grow and flourish.
Distribution houses like West Coast Beauty Supply, Peels, Maly’s, Davidson and Schoeneman
dominated the US, each carving out a geographic region for themselves and crushing any “Mom
and Pop” operations that were to slow to capitalize on the emerging trends. Distributors now
had the power to determine which products flourished and which never saw the light of day,
for they held all the cards and were the sole means of reaching the beauty professional.
Around this same time, Alberto Culver, a manufacturer known more for retail brands than
professional offerings, purchased a small, regional beauty supply chain, Sally Beauty Supply,
and began its nationwide expansion. Sally was unique in that it offered a convenient one stop
location for a growing number of independent “Booth Rental” beauty professionals and
consumers alike. While Sally Beauty Supply grew in popularity and scope, it also faced criticism
for undermining the professionalism of the brands that it represented, and many professional
products manufacturers refused to sell to Sally’s for the very same reason. Still, the company
flourished, with Alberto Culver recognizing the revenue potential of the professional beauty
market, yet unable to obtain many leading brands under the Sally name.
Mid 1990's
By the mid-90s, motivated by Sally Beauty’s success but with aspirations of acquiring
distribution rights for the Nation’s leading brands, Alberto Culver began purchasing existing
professional products distributors that already had the rights to these brands, through a
division of Sally Beauty Holdings, called Beauty Systems Group. BSG quickly became a major
player in professional products distribution controlling most of the US and Canadian market for
multi-million-dollar brands including Matrix, Redken and L’Oreal Professionnel. As L’Oreal
owned Matrix and Redken in addition to its own namesake brand, the company was very
uncomfortable having its distribution controlled by a competitive manufacturer, and as such,
the decision was made that L’Oreal would develop its own distribution channels.
Following the example set by BSG, L’Oreal set out acquiring most of the remaining large,
independent distributorships. By the end of the decade, what once was a thriving network of
independently owned distributors was now dominated by Alberto Culver’s BSG and L’Oreal’s
Salon Centric distributorships. Field consultants were replaced with distributor stores and the
growing number of independent beauty professionals and those salons not quite large enough
to warrant a personal visit were now expected to frequent these stores to obtain their
professional products, tools and equipment.
Now
While this model proved quite profitable for both BSG and L’Oreal, it is the beauty professionals
and competitive brands that have suffered. The major brands featured in these manufacturer
owned outlets are the very same brands appearing on drug and grocery shelves across the
country. If you are lucky enough to have a BSG or Salon Centric store in your neighborhood,
but are seeking innovative and unique, non-diverted brands to set yourself and your business
apart, your options are slim. If you are a busy beauty professional unable to break away to visit
your local professional store during normal business hours, you are also out of luck. You can try
to reach out to competitive manufactures directly or rely on fledgling distributors with limited
resources and inventory, but often you may find that the brand you are seeking is simply not
available in your area due to lack of distributor options.
Salons are once again desperate for truly professional, non-diverted, innovative products that
are readily available and do not require personal trips outside the salon or phone calls and
meetings with multiple manufacturers or fly-by-night distributors. Beauty professionals need a
way to obtain the brands they desire through a consistent, easy to use, one-stop option, and
Be In Beauty www.BeInBeauty.com is prepared to meet this demand by bringing
together innovative, high quality, non-diverted brands in one truly convenient, truly
professional location. On the ground and in the cloud.
Prior to the 1960's
1960's
70's & 80's
Mid 90's
Now
A leave in hair mask that helps rejuvenate, soften, and protect your hair.
Our unique Wellplex leave-In Spray Mask is powerful in restoring hair health and strength integrity! It is formulated with organic cold-pressed hemp seed oil, essential omega fatty acids, hydrating hyaluronic acid, and fiber-plex to strengthen hair bonds and stimulate healing from the inside out - all while protecting hair from heat and environmental damage!
How long does shipping take?
Does my piece come in any packaging?
Do you ship internationally?
What payment methods do you accept?
Orders are processed and shipped within 48 hours of placing an order. Delivery can take 3-8 business days depending on the selected carrier.
Product packaging varies, but it is shipped with a proper seal and parcel cushioning to prevent breakage in transit.
Yes, we do ship internationally! We offer worldwide shipping to ensure customers around the globe can enjoy our products. Please note that shipping times and costs may vary depending on the destination country. International customers may also be subject to customs fees or import duties imposed by their country's customs authorities.
We accept a variety of payment methods to make your shopping experience convenient. These include all forms of credit cards, and PayPal. Rest assured, your payment information is secure and protected during the checkout process.
Why you will love it
Extrordinary Preformance
Proprietary Nano GNS triplex technology utilizes a special blend of nano ceramic, nano tourmaline, and germanium to provide the ultimate in smooth, shiny, healthy hair. Ideal for keratin straightening.
Cold Pressed Hempseed Oil
Revitalize your scalp and hair with Wellness Intensive Conditioner, formulated to nourish and promote scalp health while leaving your hair soft, smooth, and deeply hydrated. Infused with hyaluronic acid and cold-pressed hemp seed oil, this conditioner works to restore moisture balance, reduce dryness, and enhance overall hair vitality.
Sulfate Free
Experience the ultimate in natural-vegan care with our clarifying shampoo. This sulfate-free, paraben-free formula is enriched with argan oil, tea tree oil, rosemary oil, and peppermint oil. Detoxify and revitalize your hair, leaving it refreshed, vibrant, and naturally beautiful. Embrace clean beauty with our clarifying shampoo and indulge in the power of botanical ingredients.