Our latest Beauty Boss is Beth Bewley, Co-Founder and CEO of Eufora International—a line of professional clean and cruelty-free haircare products that are made with innovative plant-based technology. Almost 25 years ago, she started the company with her late husband Don, a longtime veteran of the salon industry who was one of the few hairdressers to still own a professional manufacturing corporation.

Don passed away in 2015 but his legacy lives on, and thousands of stylists, salon owners, and educators continue to be inspired by his passion, vision, and undying belief in the power of professional beauty. In keeping Don’s passion for education at the heart of Eufora, and in the spirit of his commitment to serve, Eufora launched the Don Bewley Memorial Scholarship Fund, which provides financial assistance to current and future salon professionals beginning their journey in cosmetology school and seeking advanced education.

Eufora utilizes the best ingredients in nature, delivering uncompromising and sustainable quality, and has been one of the fastest-growing professional companies in North America. Today, all of their products meet the most rigorous standards in formulation and utilize nearly 100 different natural plant extracts and essential oils—all of which are classified as renewable resources and considered biodegradable.

We chatted with Beth, who shared the inspiration behind the brand, favorite products and wellness tips, secrets to success, and more.

When was Eufora founded and what does the name mean?

Eufora was founded in 1997. We started with nine products back then with many hopes and dreams. After much deliberation on the name of the company, we chose Eufora for several reasons. We wanted a name for our company that we could own, and that wasn’t a common word and had no preconceived meaning. We didn’t want to name it after either one of ourselves as the company was much bigger than a person.  We also wanted a name that evoked a good feeling. “Eufora” is a spin-off of the word “euphoria,” which new customers are known to mistakenly call us, but that was the point. We wanted a brand name that associated with something wonderful but was still unique to us.

What inspired the creation of the brand?

My husband had been a salon professional for 20 years, first as a stylist, then as a salon owner, and eventually an owner of multiple salon locations. He also worked closely with a key brand at the time as a platform artist. He found a passion for educating and helping his peers learn, grow, and thrive financially. We moved to Southern California and several years later, decided that we could develop a company that gave salon professionals everything they needed to reach their professional and financial goals through education, business support, and of course, exceptional people and planet-friendly products.

Do you have a hero product?

Many brands often have one stand-out product that drives their business. I’m very happy that Eufora has many that are widely and equally loved. Of course, there are several that fight for the top spot, but the sales of our top 20 products are pretty neck and neck. In general, Our Beautifying Elixirs regimen, designed for color-treated and damaged hair, are quickly becoming bestsellers. These products are formulated with two Eufora proprietary blends: Damage Cure Complex and Vibrant Color Complex.

What’s your favorite product from the brand? 

With nearly 70 different products, I have many. Our Urgent Repair Shampoo and Treatment are two of my normal “go-to” products, as well as our Beautifying Serum, Sculpture Styling Glaze, and Elevate Finishing Spray. I’m also addicted to our Aloetherapy Moisture Mist for Hair & Body, and our Aloetherapy Soothing Body Moisturizer.

Where are your products sold?

Our products are sold exclusively through premier professional salons and on Eufora’s direct e-commerce platform. It's very important to us to keep our brand dedicated to supporting the salon professional. You won’t find us in big box beauty supply stores and we don’t partner with Amazon. You will find us throughout the U.S. and Canada in great salons that are dedicated to exceptional service and as product recommendations for their clients.

Future plans for the brand?

This year, Eufora will launch a Salon Treatment Collection for professional anti-frizz, scalp, and damage treatments.  I’m very excited about the technology we are bringing to this category of salon professional treatments. Eufora is also expanding aggressively to international markets with five additional countries scheduled for launch in the near future.

What inspires you?

Salon owners and hairdressers! This is a community of very talented and passionate professionals that get little of the credit they deserve for what they provide. They are entrepreneur-spirited professionals that spend every day in the act of “giving and caring.” They are creative, resilient, and most of all, take great pride and joy in making people look and feel beautiful!  

If there was one person lately who inspires me outside of the industry it would be Elon Musk. While he is a bit quirky, I’ve been listening to interviews with him recently and find him intriguing and inspiring. He takes a “failure is not an option” approach to all his endeavours and has an unrelenting passion to achieve what others say can’t be done, and he does it in a way that defies the status quo. One of my favorite quotes from him is: "When something is important enough, you do it even if the odds are not in your favor."

Secret to success?

There really is no secret for those who are successful. For me, it’s having a true passion for what you do and to work hard every day to reach your goals. You must surround yourself with great people who are also passionate and driven, and make sure you care for them. Listen to opinions and criticism, but don't let it divert you from what you know is right for you, your company, and your vision. Most of all, never give up. You will have setbacks and failures. You have to have the ability to pivot and shift, and take challenges and failures as learning opportunities. There is always an answer and always a solution, and if you believe in what you're doing you’ll find a way forward. Last, take risks. This is the best advice my father ever gave me growing up:  “You won’t get anywhere in life if you are not willing to take risks.”   

Beauty secrets?

I wish I had a few of those “secrets.”  I wish I would have taken better care of my skin when younger. Today I’m paying the price (literally). I guess I’d have to say that I’ve learned how much stress can play a role in how you look and feel. So my advice is stress less, smile more, and find some joy in each day. Beauty radiates from within. Cosmetics and personal care can only enhance that.

Wellness tips?

I’ve found that “mindfulness,” meditation, and taking time to be with just yourself is invigorating. I’m not the best at dedicating time to exercise or even to eat as healthy as I should. I do believe that true wellness comes from a good “state of mind.” It's hard for many today with all that our world has thrown at us to not get caught up in the negativism that surrounds us. My best advice is turn off the news and social media chaos, and spend some time with just you...thinking good thoughts and dreaming beautiful dreams.

Best advice?

In business: Find a great mentor or two.  It is beyond valuable to have those trusted advisors in your life, people that you aspire to who give you good advice along the way. Starting and running your own business requires an unwavering dedication to continuous learning and that learning never stops. My husband used to advise students that he taught to have this mindset: ”Never a master, always a student.” When you approach your business and your life as a dedicated student, you will always learn and grow. 

In general: It may be cliche, but it's very true…life is short, every day is a gift. Don’t waste it on things or people that don’t deserve your time or attention.

How do you like to relax?

I hate to admit it, but binge watching a great show! So much of my waking moments are dedicated to business and other obligations, so I relish the time when I can put my cozy clothes on, turn off my brain (and my phone), and watch a great romantic period piece or historical fiction. Truly rejuvenating for me.

For more information, visit eufora.net and follow on Instagram: @euforainternational

[Images courtesy of Eufora International]

Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk