By: Kate Sarmiento

When was the last time a beauty brand really connected with you? Not just considering your hair type or skin tone, but also understanding how you feel when you step out the door in the morning?

Beauty conversations often revolve around trends: the must-have haircut of the season, the lipstick shade gaining popularity on TikTok, or the serum promising overnight results. But the reality is that beauty has always been about more than what’s on the shelf. It’s about how you feel when you look in the mirror. And as we look toward the future, brands that overlook the role of emotional intelligence might find themselves struggling to stay connected in a world where genuine engagement matters more than ever.

This is where The Lauren Ashtyn Collection stands out. Long before empathy became a popular concept in marketing, Lauren Ashtyn Guest and her husband, Christopher Guest, were on the road, meeting women across the country in person to help them feel confident again. Their story wasn’t solely about building a beauty empire; it was about showing up for women at some of their most vulnerable moments. That’s the kind of emotional intelligence that many brands could learn from.

Why Emotional Intelligence Is the Real Glow-Up

Emotional intelligence (EQ) is often described as the art of “getting it.” It’s the ability to understand what someone is going through, even what they’re not saying, and responding with empathy, rather than just focusing on a product.

In the beauty world, EQ matters a lot. Studies have shown that customers who feel an emotional connection to a brand are likely to be more valuable than those who are simply satisfied (Source: Harvard Business Review, 2016). That value doesn’t necessarily come from bulk purchases, but from the feeling of being seen. And in a world where social media can sometimes lead to self-doubt, that feeling is significant.

Because, let’s be honest, anyone can sell hair, but not every brand can sell confidence. That’s the real charm of The Lauren Ashtyn Collection. The real skill of their stylists isn’t just finding the right shade for someone; it’s in helping women rediscover their sense of self-assurance. They listen to stories of loss, resilience, and renewal, creating a space where someone who walked in feeling down can leave with a smile that says, “I’m ready for this.”

And this isn’t just happening at one location. The Lauren Ashtyn Collection hosts over 35 salon pop-ups every year, traveling to women across the country to offer these makeover experiences. At each pop-up, women gather to try new styles, share their stories, and remind one another that hair isn’t just about appearance; it’s a reflection of identity, joy, and even healing. It’s about creating a community, not just a transaction.

Beauty with Brains (and Heart)

Emotional intelligence only has value if it’s applied correctly. When it comes to beauty, EQ isn’t just about understanding customer needs—it’s about putting that understanding into action. At its core, emotional intelligence in beauty isn’t difficult to grasp. It’s about remembering that behind every transaction is a real person: someone browsing late at night, someone working through self-esteem issues, someone who just wants to feel good in their own skin (or hair).

The Lauren Ashtyn Collection understood this early on. If other beauty brands want to remain relevant beyond fleeting trends, they may want to focus more on empathy and less on pushing products.

• Stop Shouting, Start Listening — The most successful brands aren’t necessarily the loudest. They’re the ones who take the time to listen. TLAC’s free online consultations weren’t just an afterthought; they came from listening to real women who couldn’t make it to a pop-up but still wanted help.
• Make It About People, Not Products — Selling lipstick might be straightforward, but selling confidence is far more complex. What keeps people coming back isn’t the lipstick; it’s the empowerment they feel. TLAC proves that focusing on people first can turn a product into something deeply personal.
• Create Connection, Not Just Content — A pop-up salon is more than just an event. It’s a space for connection. Other brands could benefit from seeing this—sometimes, what people crave isn’t just another product launch, but a place to feel seen.

Brands that get this right don’t just chase attention—they build loyalty rooted in trust, confidence, and community. This kind of loyalty outlasts any fleeting social media trend. True beauty is about more than the latest products; it’s about creating spaces where people feel valued and understood. The Lauren Ashtyn Collection doesn’t just talk about this—it embodies it.

Where Beauty Becomes Confidence

The beauty brands that will thrive aren’t the loudest—they’re the ones who listen first and respond with empathy. “We see you” shouldn’t just be a marketing slogan; it should be something that resonates in every interaction with a brand. 

The Lauren Ashtyn Collection has shown what happens when empathy takes the lead: confidence grows, communities build, and beauty evolves from a product into a promise.

It’s not about selling another trend. It’s about creating a movement where women feel supported, understood, and celebrated. For every beauty brand watching the industry evolve, the lesson is clear: beauty with emotional intelligence is more than a nice-to-have. It’s the future. The Lauren Ashtyn Collection is already living it, and now it’s time for the rest of the industry to catch up.