"Run Boldly Toward The Future"

Dear Eufora Nation,

Nothing amazing happens when we sit around and wait for life to unfold. The good stuff happens when we stand up, step forward and do the things we’ve been thinking and dreaming about.

Life isn’t just what happens to you. It’s about what you do to rise up and make a great life. It’s about being intentional and purposeful in our actions and always being fully engaged with the world around us. That’s why at Eufora, we’re always pushing for what’s next and what’s right, and encouraging our customers to do the same.

If we believe that we are powerless against the obstacles and challenges that get in our way, then we are destined to let others chart the course of our lives.

Today, our industry has so many companies running fast and furious in a direction that leads them away from their commitment to the professional salon. Many salon owners and stylists are sitting on the sidelines just watching it all happen while feeling frustrated, confused and powerless to stop it. But, you are empowered with choice. You can choose your partnerships based on companies who believe what you believe; those who will work in lock step with you to protect and serve the professional beauty industry of today and tomorrow.

I am proud to say that Eufora is committed to standing up for professional beauty, and leading change for the future. You won’t see Eufora in beauty supply store like Ulta, Sephora, and Blue Mercury or in department stores like Nordstrom, Saks and others. Why? It’s quite simple, those storefronts are not professional salons.

So, stop letting your in-action be perceived as your granting permission to brands who use a salon professional identity to leverage partnerships with non-salon professional retailers.

We all have the power to create the life we want, the business we want and the industry we need. But we all must stand up together, step forward and take action to shape the future professional beauty industry; one that will continue to allow stylists and salons to thrive.

Stand up and run boldly towards the future. Eufora will be right by your side.

You’ll be amazed at what can happen. 

Very Truly Yours,


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