It’s no secret we’re living through an uncertain economy. A reliable, steady work situation can be the difference between stress and serenity.
In a recent webinar, Ulta Beauty artists and Design Team members Reva Haga, Beto Sanchez, and Leonardo Valencia shared how a stable salon environment has shaped their lives. With consistent income and real benefits, they have the peace of mind to focus on their craft and their clients.
This is a lightly-edited transcript of our conversation. Listen and watch the full webinar.
MODERN SALON: Career journeys — where did you start, and where are you now?
Reva Haga in front of the camera, working on set at an Ulta Beauty photo shoot.
Reva Haga (@reva_danielle): I started in a private salon. Being new out of school, it was very much a culture of competition and not collaboration, and I didn’t feel supported. I was seeking support and education. Anyone who comes out of school has that fear of, like, how do I do this? And it’s personal—so if you fail and no one’s there to support you, it can get internalized.
I met someone from Ulta Beauty four or five years into my journey and it changed the way I looked at beauty and salon culture. She came in for a blowout, was kind and genuine, got to know me as a human, and then introduced me to Ulta. I had no idea what the possibilities were. I went from salon manager to Elite Stylist, 100K Club—so much growth from that support culture.
I auditioned for the Design Team and wound up with these lovely individuals. It was intimidating—I didn’t come from a world of high creativity like runways or photo shoots but education and support from leadership and teammates gave me courage to step into rooms I didn’t know I could be in and pushed me toward leadership. That’s been my greatest journey with Ulta Beauty.
Beto Sanchez (@betoloveshair): I feel like I’ve lived three lives, so I’ll summarize. I started in Mexico City. Twenty years ago I went to cosmetology school as a ‘do this before starting a career’ thing—and it turned into my life career. I thought the highest thing I could aspire to was owning a salon. I did that in Mexico City and didn’t realize how much work it was. Some of us are creative (me), some are business-driven (like Leo—he could own seven salons!).
“I love being in a space where everything’s set up so I can do my art and share it, which is why I love education. After moving to the U.S., education became a passion. On the Design Team, I don’t just get to work with amazing people like Reva and Leo; I also see the growth of others—baby stylists straight out of school now doing 100K in sales, becoming master and elite stylists. Seeing that transformation—in them and in me—has been incredible.
Leonardo Valencia (@leo.valencia): It’s always an honor to share space with these two. My journey’s been a roller coaster. Ulta Beauty was my first job ever. I was a baby stylist, didn’t know anything about Ulta, and had the worst impression—funny now. I walked in, applied, got a call the next morning, and the journey started.
I had an immigrant mentality: I needed to support my family, fuse what I love with building my bank account to help people around me. I hit my first 100K behind the chair, then did it three years in a row. I hit a dark time and almost left. A work bestie said, ‘Why not try out for Design Team? You love helping people.’ I clung to that.
Now I’m an SDE, I’ve worked internationally on commercials with Beto and Reva, I travel, build miles, and, honestly, have the courage to help other people reach what I thought wasn’t possible—like taking PTO and having balance. That’s led to co-founding XO Hair Pro, focusing on helping others grow and showing that a corporate salon can actually be fun.
MS: “Stability” then vs. now—how has your definition changed?
Beto Sanchez prepares a model for a photo shoot.
Beto: It’s funny—you said it might not be ‘exciting,’ but at this point in my life, stability puts me to sleep in the most comfortable way. I feel nurtured, loved, embraced, and accepted, with all my talents and situations. Leadership helps identify where each Design Team member wants to go (shout-out to Haley). That’s given me economic, emotional, and mental stability. I’m following my calling and I’m happy.
Leonardo: “Stability has changed because what I value changed. At the beginning I just needed to pay bills and help my parents. It turned into mastering the business so I could deserve rest, learning to set boundaries, saying no. Now I can relax, work behind the chair, work on my personal business. Vacations and 401(k) are amazing, but it’s also knowing my clients have a safe space and my book is solid.”
Reva: Stability to me has always been the same metric: safety, strategy, and security. Early on I was seeking it…safety to provide for myself and to learn, strategy to build a book. As my career’s grown, now I get to help create stability for teammates who join our team and the stylists I work with.
MS: Building and retaining clients—how does your salon environment support that?
Leo Valencia, Ulta Beauty artist and Design Team member
Leonardo: We’re really respectful of each other. I try to create a safe space for open communication—calming situations or sharing color formulas. Management supports safe conversations. We’ve put effort into checklists and teaming up so everyone feels amazing—that harmony fuels the salon. Clients talk to each other, make friends; it’s that old-school salon energy. The best plan for retention is a safe space where everyone’s greeted, happy, and sees wonderful work around them.
Reva: My salon team is wonderful—and I have to celebrate my retail leadership too. What’s unique at Ulta Beauty is that the retail team really supports the salon. My general manager deals with our travel schedules and communicates with guests. Strong booking systems and notes help: if someone can’t reach me, they know ‘Reva recommends this’ or ‘this stylist specializes in that.’ I might not be able to see everyone, so I support the stylist next to me—keeping guests in the building and pouring into other cups.
Beto: It’s not about competition; it’s how we build each other. Our support system helps baby stylists and seasoned stylists grow business and stability. Every education program we teach includes business building—efficiency in salon, guest experience, and the Six Points of Service, a guide from start to finish that turns the end of one appointment into the beginning of the next. Guests also love our points system—it keeps them excited to come back.
MS: Quick detour — what is the Ulta Beauty Design Team?
Reva: There’s a lot we do. We’re stylists across the country representing what the pillar of an Ulta stylist should be. We demonstrate the best guest experience, behaviors that build a thriving business, helping teammates grow. We support major marketing campaigns, conventions like ABS and Premiere (classrooms and main stage), and partner with Service District Educators at the booth so learners can see the pillars working together. We help develop education, too.
Beto: We’re all full-time hairstylists with full books. Within the team, people lean into preferences like education, commercial/editorial, avant-garde/NAHA, brand activations at festivals and events. If you follow us, you’ll see someone in California one day, teaching in Texas the next, then back to salon days. Lots of hats, but the anchor is behind-the-chair.
Leonardo: We’re also cheerleaders for people looking at opportunities with Ulta. It’s a privilege and we wear it with pride. You can be business and creative—you just need a strategic journey for yourself.
MS: Creative freedom & education. How does stability unlock both?
Reva: For me, the creativity isn’t only hair. When I started on the Design Team, social media scared me—everyone was doing cool things and I wondered, what’s my perspective? My salon team and guests hyped me up. I set the camera up, hit record, and let the guest experience show, there’s always someone cackling in the background.
Education-wise, I’m always watching. If I have a minute at a show, I’ll sit in a class. Supporting Michelle O’Connor (Ulta Beauty Pro Team Member) on a NAHA shoot is maybe not a ‘class,’ but it’s a class for my brain. Every new experience becomes a classroom. Justin (now on the pro team) pushed me to be more creative on social, too.”
Beto: Two parts. One: when your business is supported, you can rest—and then get creative. When I owned a salon, there wasn’t time to be creative; the numbers don’t run themselves. Two: creativity keeps this from becoming repetitive. You don’t need avant-garde every day—tiny shifts in placement or tone make big differences. Even five or ten minutes of seeing what other artists are doing can spark something.
Leonardo: We have Ulta Academy paid education so you don’t have to front the cost. That pushes creativity because the company is taking care of you. If a teammate took the same class, we have camaraderie; an SDE can do one-on-one. I believe you don’t master something until you teach it. I learn it, pour it into others, and that helps me master it behind the chair and as an educator. A stable book lets me hop on a plane to learn and then bring it back to clients and team.
MS: The industry is shifting with rising costs, changing habits. How has your salon helped you navigate that?
Beto: It comes down to work ethic, connection, and honesty. If a guest’s budget changes, I’ll move a full highlight to a partial or adjust cadence. That transparency builds stronger loyalty. There’s always a way to keep them feeling great and coming back.
Reva: There’s always ebb and flow, financially and otherwise. For me, I clock in and out. I’m not losing sleep because a tube of color went from $9 to $12, someone else is managing that.
Rewards help guests time services (four-times-points events), and the Ulta Beauty credit card earns double points. Newer stylists get language through the Six Points of Service to break big transformations into phases over time so the guest has a plan, and the stylist does, too.”
Leonardo: I build tiered plans: ‘princess’ (no budget talk), ‘mid’ (refresh, treatment), ‘low’ (maybe it’s just a haircut). Open, honest conversations keep cadence and trust. Salon culture matters; we hype each other’s services. Whatever the ticket, the experience stays five-star.
MS: Benefits & peace of mind—what’s the impact for you?
Leonardo: I used to feel like I didn’t deserve a vacation. Now I have sick days, PTO, retirement planning. I can rearrange for what fits me and my family and still return to a solid book. Even supply hiccups turn into creative opportunities.
Reva: I didn’t grow up with financial literacy. Benefits like 401(k), now a Roth option, PTO, they teach me how they impact my life. That changed everything: I could buy a new car, support my family, take them on vacation. And it’s not just having benefits, it’s understanding the intention behind them.
Beto: Benefits are peace of mind—for when you get sick and for retirement. And on pay structure: our sliding commission—earning more as you do more—makes effort feel rewarded. I can work hard, rest easy, and plan for future me.
MS: Lightning round — what’s one misconception you want to bust?
Beto: “Working for a corporate salon means you’re a number. In my experience, I’ve never felt more seen, cared for, human, and supported.”
Leonardo: “There’s a cap on how much money you can make. There isn’t. You can build a real career.”
Reva: “You don’t have freedom in corporate. I have more freedom now than I ever did privately.”
Read more CAREER JOURNEY stories on modernsalon.com
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