Hello, how are you?

Hey, Robert.

Good.

How are you doing?

I'm so good.

Good.

Thank you so much.

I was just letting everybody know that we're gonna get a chance to talk with you and we're gonna hear about the, you know, a little bit about what your story is and why you open started Left Brain Group.

And I'm so curious to know your thoughts on indie education and the state of education in the industry, as well as predictions for the future.

But would you start off by giving us an introduction to who you are, where you're from, and what you do?

Sure.

Hey, everyone, thanks for having me.

My name is Erin Dietrich, and I am the founder of the Left Brain Group.

And I've been in the industry for, I don't know, 22ish years.

I started my career in the pro beauty industry at Bumble and Bumble.

Like so many of us got our start there.

And I wore many different hats, met some incredible, hey, Copper Queen Education, some incredible stylists, hairdressers.

And that's where I definitely fell in love with hairdressers working there.

And I was just so blown away by the talent and just the unique breed that is the hairdresser.

And I was there for about 10 years, and then I left Bumble and Bumble.

And I worked with Michael Gordon at Hair Story before it was Hair Story.

Love Michael Gordon.

Yeah, before it was, it was actually called Purely Perfect, and it was like a treatment line before it is what we now know of it.

And then in 2013, I got married and I moved with my husband down to New Orleans.

I'm originally from New York and, and New Orleans kind of gave me the space and clarity to think about what my next move was going to be.

And, you know, I loved hairdressers.

I loved being in the industry, and I always wanted to have my own thing.

I kind of am not a good fit for the corporate red tape world in the industry.

And so I started getting approached by some of my friends, the first person being Garrett Markinson, who's the founder of Reverie Hair Care.

And at the time, it was just milk is all that he had.

And he was looking for someone to help him get his line out into salons.

And then I had another friend who I used to work with at Bumble and Bumble.

Her name was Dre Donahue, and she had left and was looking to do some independent education.

Now, this was 10 years ago, so this was like unheard of.

You know, independent education was just like a sprinkling and I was like, wow, like, you're gonna go out on your own without the backing of a brand?

Like, that's, like, revolutionary.

Like, that's amazing.

And so I started getting these contracts, relationships with these artists.

I'm like, there's something here.

I don't know exactly what this is, but.

But there is something here.

And I just always felt that there were so many great individuals and independents and artists who had a unique voice and something to say.

And when you're competing with the marketing dollars of big brands like estee Lauder and L'Oreal, it's really hard to get your voice out.

And so kind of marinating on it.

Eventually something clicked and I was like, oh, the Left Brain Group.

Like, I'll be the left brain to the artist, right?

And wearing so many different hats at Bumble and Bumble and Product and Education and Sales.

I'm actually not a hairdresser.

You know, I just felt like there's so much that goes into just one class, one training, and creatives need a lot of help.

And so that's really how the Left Brain Group was born, out of my love for hairdressers, the industry, and, of course, the independent spirit.

I love that.

And when.

When.

What year was this?

Did you really get things started?

We are celebrating 10 years of the Left Brain Group today.

Wow.

Well, this year, I should say.

Well, congratulations, you.

Yep.

That was 2015, and we've been on this amazing journey ever since.

So that was pretty.

I mean, not super early, but kind of relatively early, I guess, in the social media change in the industry where, you know, I remember seeing Anko Tran and Larissa Dahl selling tip classes and then Ashley Norman.

And so, like, I just remember being like, oh, my gosh, it's finally happening.

Because I always remember being like, man, the brands control everything.

And I wanted to be an educator bigger than what I wanted.

And I was already teaching for a company that had 15 locations but not under a brand.

And the brand wanted me to start, you know, like, sweeping and like, or whatever assisting was.

I don't know.

I was young, so I probably thought had too big of an ego for it anyway.

But, like, I just remember thinking at that time being like, oh, man, I don't.

Well, I just want to, like, do my own thing.

And then I saw them and then.

So it's cool to hear that not long after that, you're.

You're out there building this with other independent educators.

So I think that's super awesome.

So.

So tell us, like, I guess, is there a Definition of indie education or is it just independent education?

Well, you know, from where it started 10 years ago to where it is today, it has definitely exploded.

To me, independent education, you have something to say, and you're not being sponsored or teaching on behalf of a brand, so it can go in a lot of different directions.

But what I find most inspiring about it are the artists that have something unique to say and a unique point of view, Whether it's something we haven't heard before or it's their approach that gets through to their students.

You know, we all learn so differently, and there's so many ways that you could approach a haircut, a color service, scalp care.

And so it's amazing to see how many different, unique approaches.

What's resonating with people, curls, what's not resonating?

So to me, it's broad, and I think it's like you.

You want to leave something behind for the next generation of hairdressers coming up.

To me, that's what indie education is.

Nice.

Nice.

So are you.

Do you act as an agent?

What is that?

Yeah, that's.

I used to say my tagline was like, I was the Jerry Maguire of hairdressers.

But I like it.

I think I'm gonna be the queen of indie, I think, kind of transitioning into that.

But, yeah, you know, like I said, and, you know, from, you know, teaching with so many salons, there's just so, so much when you want to put on an effective and really great class, there's just so much that goes behind the scenes.

And especially with social media and the marketing, the execution, making sure you're communicating with your students, like, all those logisticals and left brain stuff, it's just so much work for one artist.

And so acting as their agent, depending on what their goals are, we work with the left brain group artists on an individual basis to find out what their goals are when it comes to education, and then we customize the strategy and help execute them out in the field.

So.

Oh, Woody.

Okay.

Hypothetical person, you know?

Yeah, duh.

I'm not me, but I am.

I am.

I'm.

I'm a hairdresser.

I really, like, enjoy doing hair, and I want to get into teaching, and I don't have a lot of followers.

What is.

What is my pathway?

Like, what is that?

Like, trajectory and, like, word?

What does it look like?

What do I need to do?

And at what point in time do you come in?

Hey, Lucia.

How you doing?

And hey, Ruby, if you're still on what's up yeah.

What does that look like?

Like, if you're going to give advice to somebody who was like, oh, I want to get into this, but, like, I don't have a lot of followers and I'm still kind of new at this.

Do you have a pathway for that person?

I do.

And not everything has to be through the Left Brain Group.

And while we're champions of independent education, working for a brand might be what's best for you too.

Not everyone is cut out to be an indie educator.

Hey, Ruby.

And you know, it's funny, I had an education mentorship call today.

That's something that I do offer as well as teach a masterclass called Ready to Educate, which helps guide indie educators to break into and through the world of education.

But my advice is always to start local, start within your community, kind of finding out what they are passionate about, what they're good at, what they feel like they can contribute when it comes to that.

And I also share the harsh realities of what it takes to be successful in this.

Like any other career path, which being an educator is now a career path in addition to being behind the chair, is what it's going to take to get there.

And it's not always about the followers.

Actually, a lot of the artists at the Left Brain Group don't.

Are not, you know, Instagram famous.

Have I worked with some of those artists?

Absolutely.

But a lot of them have cultivated their own audience and have been teaching for many years and started small.

Many other artists at the Left Brain Group, some of them are 10 years in teaching, you know, now they're in a master class type of setting where when they first started, they were hitting the road, doing demos.

With the budding of virtual education, you have so much reach, but it's really honing in on the specific artists and finding out what they're passionate about, what they love teaching, what they're bringing to the table, setting realistic goals and not overwhelming the system.

You know, if they're actually.

Today I was talking with an up and coming educator and said they're not really great on social media.

And so they were curious about starting a new education brand and starting a separate account.

It's like, let's not overwhelm the system.

If you're not into social media right at this moment, how can you bridge the gap?

What are your pillars?

What sets you apart?

And the first chapter in my masterclass that I teach, that I ultimately think is the most important thing and driving force behind your education career is what do you have to say, you know, like, you have to hone in on the message that you're trying to bring home and your core values, just like any other brand or business that you're trying to create.

So there is a path.

It just depends on the type of educator they are.

Are they trying to be local?

Are they trying to reach as many hairdressers as possible?

Let's talk about virtual.

Are they, like, have their eyes set on being on the big stages and working for a brand?

What kind of training do they need to be effective?

You know, I'm so super grateful for the career that I had at Bumble and Bumble.

I got, received a lot of training from working with a brand like that.

And if you're new to the industry and want to get some of that experience, that's incredible.

But what I often find are for the educators who really stand out and have something to say over time, they kind of get tired of being the mouthpiece for the brand and they're looking to expand and, you know, reach a broader audience and teach what they want to teach.

You just touched on something.

So I'm going to follow that up with some, for some clarity, make sure that I heard what I think I just heard.

Reframe.

If you're working with a brand and you are, you are feeling like you have a message that maybe because I've interviewed people in the brand with work with brands, and they do tell me, they do tell me that, you know, you got to watch how you talk.

You know, it's like, you know, I had one person being like, yo, if you got like, cuss words and stuff, I can tell you five brands that won't work with you.

You know, stuff like that.

Like, if you, if so you have to kind of filter yourself, which makes sense because you're talking piece for a major brand.

You know, as a matter of fact, if we work together, I want to, like, make sure that we were on the same page with the, the messaging about hairdresser strong.

So, like, it makes sense.

But if you are finding.

If you're with a brand and you're finding yourself at the point where you're not, you're like, you know what?

I think it's time that I, I got another message and I want to be able to talk or I want to have this conversation with my students, or I want to be able to go there, and I'm not supposed to go there, wherever that there is, then, then, yeah, so.

So then maybe it's time to go independent.

That's what I'm Hearing.

Yeah.

You know, everyone has their own journey.

Some people are more than great to be collaborating with a brand.

And some brands, I use that word loosely.

Will allow for collaboration.

Oftentimes, though, I find that it gets old.

They feel like they're becoming salespeople.

And, you know, independent education for me is really twofold.

Yes, Ruby, I know any for Bumble and Bumble.

I've taught so many network educators, and we did learn so much great information, but independent education is kind of twofold.

When it comes to the branded education, there's the artist and what they have to say.

But one of the other components and reasons why I started the Left Brain Group was being in sales for a long time and working with so many salon owners.

I felt they were beholden to these product companies.

And so it's not just about the educator, it's about the content.

And I felt like they were just.

They had to carry 8 billion products on their shelves.

No wiggle room.

They could only use their points for branded education, which was designed to ultimately sell more product.

And I felt that salon owners deserved a choice and another avenue.

And so with the Left Brain Group, it was about finding artists that had something to say, but it was also cultivating the right roster so we could be a destination where you can find anything that you needed for your business.

Now, you didn't have to wait for a brand to say, oh, well, we have this styling class in six months.

Oh, yeah, we'll teach you some tips and tricks, but we're gonna be using these new products, and you just buy in this opening package.

We'll send our educator.

And that's all well and fine, but I was finding that salon owners and hairdressers were craving customized real world education that wasn't about just selling product.

And so we really work hand in hand to make sure that the artists are delivering something, but that we're also giving the people what they need and what they want to thrive behind the chair.

I love that.

So did I hear you say that a lot?

Like, and I'm not.

I'm asking for clarity.

I heard something.

Something about, like, you're kind of approaching it from the salon owner versus the.

Are the person consuming the education versus the educator first?

Is that where you.

Is that what you're saying?

You kind of started with, like, the person, the.

The consumer in mind, and then.

Yes, yes, definitely.

I mean, in looking at assembling the roster, you know, I.

Because the Left Brain Group, we are so niche and specialized, I didn't want to have so Many educators with so many similar overlap where it then became a popularity contest or like, well, who do I pick which is going to be the educator for me?

And so really everyone at the Left Brain group.

While there's some overlap, particularly in the area of cutting, which I feel like a little side note when it comes to all the different categories of independent education, I find cutting to be the most broad and biggest opportunity for indie artists.

I can't tell you the last time I booked an indie styling class.

The product companies have picked that up because again, it's tied into the products and even color has gotten very branded.

There's very few indie colorist educators out there as well.

But yeah.

Ruby is on here.

Ruby's amazing.

Do you know Ruby?

Yes, I know Ruby.

We've met, I think many, many years ago.

She was.

She's amazing and she's local.

She's saying that there's a big request for genuinely independent education not being sponsored.

And I think this went away with brands were picking up social media people, now those same social media influencers.

And I feel like that, I mean, I know we're bouncing around a little bit, but that kind of like is a little bit of where we're going in is like the state education in the industry.

I feel like we're touching in on that.

Yeah, just kind of backtracking just to wrap up that last point about the audience.

While it's important to find artists with something to say and something unique, we also have to be realistic about the needs of our industry.

And so, yes, I do consider both.

And when we have our annual strategy meeting and we're thinking about workshops and classes and pricing and all the different factors that go into it, we want to make sure that we are creating content and workshops and pricing that's in line with what's actually happening and what is requested.

And we can see, because we have 10 years of data to show us what people are asking for.

We have education consultations where we're having these conversations with salon owners.

And quite honestly, a lot of times salon owners call us and they.

They don't even know what education they want.

And so those are some of the services that we help kind of guide and ask questions and find out what are the real needs, what are your goals and how can we deliver education that's going to help you get there.

So just wanted to wrap that point.

Well, okay, I'm glad you did because I had another thing I was going to say and I forgot because I was reading the comment.

I was going to say, one, Ruby's an amazing educator.

I don't know.

She's with the brand.

Or to a color educator.

Two, I was going to say, okay, so.

So a consumer of education, a salon owner, or maybe a stylist, I don't know.

But someone who's interested in getting education would hit up Left Brain Group and be like, hey, I want some independent education.

You're like, okay, cool, let's talk.

Let's get you in.

Or here's.

Here's this catalog.

This is.

These are options.

If you have any questions, if you want to book a time, we could talk about your needs.

And then you turn around and you.

Your brand is.

You're maintaining the integrity of your brand by vetting the educators to create this roster that you're talking about.

Do I got that?

Yeah.

So we have a roster that spans different categories within the industry.

And in those consultations, we'll find out what they're interested in and then kind of pair them with the right educator, make recommendations for different class structures, different options.

And that's just the Left Brain Group.

We have private classes that we offer one on ones virtual.

We have a whole calendar of classes.

And at Bayou St.

Blandes, March 16th through the 18th, which is our signature hair event, I will be launching our newest initiative called the Hair Index, which is going to be the best indie education in one place, more inclusive of indie educators outside of the Left Brain group.

So, yes, there's lots of different ways that we can support hairdressers.

I think what's unique about the Left Brain Group, as opposed to other agencies that do exist out there, is that they focus on just the artist.

And while we do that, we also focus on the hairdresser and the industry as a whole and have this nice holistic way that we're working together to make sure that we have the right types of classes and the right audience to make sure that we're delivering for both people.

Nice.

I love this.

This is.

This is cool.

So, state of education in the industry.

When I say, what is this current state of education in the industry, what do you.

What comes to mind?

It's crowded, you know, it's definitely a little shoulder to shoulder.

Like I said, In 2015, independent education was just, you know, a sprinkling a couple of people.

Then with the pandemic and the explosion of virtual education, I still think there's room for people.

And just like the lifetime of a hairdresser, you know, I think there's a lifespan, if you will, of being an educator.

Educator this might not be a forever, a forever thing for some people.

I'm of course tuned in to all the conversations about, you know, YouTube, TV and influencers.

We're actually launching a campaign on social media in a couple of weeks about, you know, we're influencers because we're fluent.

Like we, we're experts, we're knowledgeable.

And it's true not everyone who's insta famous or has a good following or is an excellent hairdresser is going to be an excellent educator.

But what I'm passionate about is championing the independent voices and ultimately giving people choice and helping to support these artists who have something that they want to share with the industry.

So I think it's going to continue to evolve and grow.

People are being a little bit more discerning about how they spend their money and the value that they're getting for the classes.

So again, there's different types of learners, people at different stages in their career.

I do think you get oftentimes what you pay for and it's to understand what are you going to, as a consumer of education, what are you going to do with that information?

Are you going to put it into practice?

You know, there's some accountability and onus.

I think that has to be also on the student.

We consume so much all the time watching, look and learn, digital education, hands on practice, you know, super tactile.

We don't give ourselves the time to actually put what we've taken in into practice.

So I'd like to see a bit more of hands on practice and then taking it to that next step.

I see a lot of growth in like the one on one and small group classes where it's not a lot of distraction and a lot of noise and just like anything, you know, people have their moments.

They rise, they fall, they come, they go.

I think that's kind of the future, but I'm here for it.

And I definitely think together as a sector of the industry, as indie artists, that we don't need the brands to stand on our own.

And that's who I'm here to champion and say together we are the brand of independent education and that's what the Hair Index is going to be all about.

Cool.

Well, I love that I'm, I mean you're, you're speaking my language.

I'm an independent educator.

I operate exclusively locally.

I was a, I was an educator for Graham, I taught at Graham Webb and, and then I taught at another company nearby that had a bunch of locations and then I left and Now I work with former students and colleagues with their businesses and help them training their apprentices and st.

So you're speaking my language.

I've been 10 years in.

This is like one of my first podcasts.

Okay, so like, this is where you come to be seen and be heard.

We have our own movement going, the indie artist movement.

And like, honestly, I just don't pay minds.

Like, they can follow me and try to copy, but I'm too fast and nimble, you know, I got.

I'm on to the next already.

We're planting seeds for the future of indie education and you know, the brands ultimately want with what indie educators have.

And that's that unique voice, that ability to connect, the authenticity.

And so for some brands that are able to give some freedom and, you know, truly collaborate with their artists, sure, they'll keep them for a long time.

That's right.

We don't fit in.

And that's okay.

Never have, never will.

But what I so love about the Left Brain group is that you are seen, you are heard.

We are an agency of change.

In 2021, I started working with movements in the industry and repping organizations, not just indie artists, like the Dress code project, which champions gender affirming hair in the beauty industry and removing gender.

And I've also partnered with Kia Neal and the texture versus race movement.

And so it's not just about the education and the indie movement.

It's about bringing people together and bringing more equity into the industry as well.

And so we're all about amplifying voices, being seen, being heard, building community, and people seeing themselves in the talent that's on the stage in the workshops and actually putting our time, energy and money behind movements that are actually doing something important.

I love it.

I love it all.

Okay, so this has been a pleasure.

I want to hear your predictions for the future of education.

I don't know how far out.

Maybe like one and three years.

You don't have to go super far out unless you got a vision for 10.

I feel like that's way too far away.

Too far.

Well, the Hair Index is going to be the destination and your hub for indie education.

So I definitely see that coming this year and the next year and being able to spotlight independent artists and bringing them together into one unifying space and also having a centralized way for artists to get their message out with the support of the Left Brain group.

So I definitely see that continuing.

I see the.

I don't say backlash, but I see hairdressers being a bit more discerning and maybe not being fooled by the insta famous vibes and really spending more time investigating, reading reviews on the hair index and learning about which educators are going to be the best fit for them.

And I see more people joining the movement and I see some people saying, you know what, this was cool.

Not for me anymore.

Like anything, I think it's going to be fluid and I think there's going to be more people that find that they have something to say, something to offer and that they can also create a new revenue stream for themselves.

So I only see it expanding for how long for each individual that is.

Time will tell.

It does take a lot of effort and energy to show up and show out all the time to, to make sure your message gets out and we're here going to be cheerleading everybody on but it's all in what what people do with it.

I love that.

I love that.

I think, I think I agree with the saturation, I agree with the discernment.

I mean I'm already having that conversation.

I've had it many, quite a few times already within the last, I don't know, six months, maybe nine months.

You know, I interviewed Ashley Norman and she really got the ball rolling with that and it really opened my eyes to something because like I had had this, I understanding it was like you know, 250, $400 for a look and learn.

It's like that's crazy.

You know, am I just old or is that, you know, is that inflation or is that like.

I just feel like it's a lot of money to watch someone cut hair.

I don't, I just, I just can't do it.

So I.

But I like hands on, you know, I'd rather pay more and have hand on.

And as an educator, I mean I'm trying to get my talk myself into doing look and learns.

I don't know if my audience wants them but anyway I'm not a point is like I hear you.

I agree with that.

All I would like to add a 10 year prediction.

Google Glass, you're doing a haircut and the AR tells you when your hand is crooked or your blade is shifted and then anybody can do a haircut.

Hopefully I'm wrong about that.

And then even more of a reason why we want independent indie education and be able to access people's genuine own perspective because you know, technology, I mean we saw it with videos increasing people's skill set way quicker out of school than when we were in school.

So I imagine that's going to continue.

But even More of a reason to be able to connect with another human that has an interesting perspective.

I love what you're doing.

I appreciate you coming on the show.

Is there anything that you would like to say before we sign off or in.

Sorry, before you say anything, does anybody have any questions or would like to jump on and ask questions before we go?

While, while.

While Erin is telling us her last words to sign off.

Okay.

I just wanted to put that in there.

So if anybody wants to come, just request to join before we sign off.

So, yeah, is there any last minute things you want to say or advice or anything like that?

You know, I love hairdressers.

I kind of mentioned that, that I fell in love with the people and the industry.

I'm just always just so blown away by the creativity, the selflessness, what you all do when you're behind the chair and how much you give of yourself.

And yeah, the Left Brain Group, the Hair Index, Bayou Saint Blonde, all that we do, this is a space where everyone's welcome and we would love to connect with you and find out what you want to fortify, what you struggle with, what you're looking for.

And again, I think just ultimately coming together as our own movement and celebrating our unique differences, what makes us such an amazing brand.

And so I hope you join us, you can follow us at the Left brain group.

Our 10 year anniversary celebration will be in New Orleans, March 16th through the 18th.

Bayou Saint Blanc.

We still have some tickets left.

It's going to be an incredible three day celebration and the Indie artists revolution.

We have new programs like the Left Brain Group residency for ongoing education with the Left Brain Group.

Our event calendar, follow us on the Hair Index.

And if you're an indie educator looking to get involved, we want to hear from you.

And if you're a salon owner looking to grow your business and support with your business, we're here for you too.

Awesome.

Awesome.

Well, thank you so much and I look forward to talking to you again in the future and watching your.

Watching the growth of everything that you're doing.

I'm very excited for you so much.

And thanks so much for having me.

Absolutely.

All right, talk to you soon.