What happens when a former punk band manager turned salon owner decides to rewrite the rules of salon retail? You get Gloria Edge—founder of SITCH Haircare and Edge Academy. In this episode, Gloria shares how she scaled her salon from two to twelve chairs during a recession, why clean beauty often falls short for pros, and how she and her husband Anthony spent over a decade developing a haircare and styling line that hairdressers actually trust. Her brand journey took a major leap during her time in the Conventional to Cult Status (C2C) Accelerator, where she refined her brand positioning, built a community-led launch plan, and aligned her mission with her market. With no final packaging, no product shots, and no paid ads, Gloria generated powerful momentum by simply sharing her journey offline—with stylists, students, and salons. The result? Two sold-out production runs of a haircare line that the community had already claimed as their own. If you’re looking to build not just a product, but a movement—this conversation is your blueprint.

Chapters:

• 00:00:00 - Why Consistency Still Wins in 2025
• 00:00:53 - Welcome to Beauty and the Brand
• 00:00:57 - Meet Gloria Edge: Punk Bands, Salons & Disruption
• 00:02:03 - From Behind the Chair to Building a Brand
• 00:03:50 - Spotting the Broken Gaps in Salon Retail
• 00:05:08 - Growing a Salon in a Recession (And Thriving)
• 00:06:21 - How Personalized Picks Create Raving Clients
• 00:08:04 - The Pre-Launch Playbook That Sparked a Sellout
• 00:10:04 - Launching a Refillable Line Without a Single Ad
• 00:15:50 - Turning Grassroots Hype Into Lasting Momentum
• 00:23:32 - Scaling Through Connection, Not Campaigns
• 00:26:41 - When 50 Salons Isn’t Enough
• 00:27:57 - The Relationship-First Approach to Brand Growth
• 00:28:27 - Giving Hairdressers the Tools to Thrive
• 00:30:03 - Bootcamps That Actually Move the Needle
• 00:32:26 - The Email Tweak That Boosted Conversions
• 00:35:02 - Becoming a B Corp (And Why It Matters)
• 00:41:09 - Real Talk: Why Community is Everything
• 00:49:25 - What’s Next for SITCH and Edge Academy
• 00:51:47 - Final Words on Building With Heart

Links and Resources:

• 👉Take our 5 Days to Growing Your Iconic Beauty Brand Challenge for only $17! -
• https://abcreativenyc.com/signup
• 👉 Scale from 0 to 7 figures without spinning your wheels with the Beauty Brand Roadmap: https://abcreativenyc.com/the-beauty-brand-roadmap
• Aggie on LinkedIn
• AB Creative
• Aggie on Instagram
• SITCH Haircare Website
• Edge Academy Website
• Gloaria on LinkedIn: Gloria Edge

Thanks so much for joining us this week. Want to subscribe to Beauty and the Brand? Have some feedback you’d like to share? Connect with us on