Joe’s career of 47 years in the beauty industry has been multi-faceted. Joe founded the use of OLAPLEX products with color and lightener at OLAPEX and is VP of Success, Emeritus, with OLAPLEX LLC. His passion has always been perming and other texture services. The Perm Program he developed for OLAPLEX increased consumer demand and stylist revenue for what was otherwise a flat category.

He still works as a Consultant with OLAPLEX, Inc. and works behind the chair part-time to stay abreast of the industry. He has spoken on beauty in all 50 States, Canada, Mexico, Brazil, Grand Cayman, Egypt, and Germany, and spent 3 years as an on-air guest with QVC.

Joe has mentored and helped stylists worldwide increase their revenue through his shows, articles, books, and videos. As an Educator, encouraging stylists’ growth has always been where he derives his greatest pleasure. His business mission is to share with others immediate ways to increase their business at the salon level, integrate their work and personal lives, and continue to stay inspired.