Hey, I'm Elise!

My career in beauty began at a department store makeup counter, where I learned how purchase decisions are really made: what builds trust in a recommendation, how confidence shapes choice, and why performance matters just as much as promise. While managing cosmetics retail stores, I earned a dual degree in psychology and sociology with a focus on consumer behavior and marketing. I wanted to understand the patterns behind what I was seeing every day.

After that, I attended cosmetology school and spent nearly a decade behind the chair, working with real products on real people. That experience showed me how products perform outside controlled settings; across hair types, routines, climates, and expectations. It taught me what professionals trust enough to stand behind, and what keeps consumers coming back or causes them to move on. Together, those experiences gave me a 360-degree view of the industry: as a consumer, retailer, practitioner, manager, and educator.

Now, I’m completing my MBA with a concentration in marketing, deepening my understanding of competitive strategy, market positioning, and the business fundamentals that separate strong product decisions from costly missteps. This phase has helped me turn hands-on experience and consumer insight into strategic frameworks that support growth, clarity, and long-term success.
None of this was accidental. Each stage built on the last; retail revealed consumer behavior at the point of sale, the salon revealed product performance in real-world use, psychology and sociology provided frameworks for decision-making, and business education connects it all to strategy that holds up under pressure.

At the heart of my work is one guiding question: does this serve the end user in practice? Does the product perform the way they expect it to? Does the brand communicate clearly enough for them to succeed with it? Does the strategy reflect how people actually make decisions over time?
Most consultants see one part of this picture. I’ve built a career working across all of it; that perspective helps brands avoid the expensive mistakes that happen when product performance, consumer reality, and business strategy fall out of alignment.