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Young, Fresh & Not Just Australia 

December 18, 2020

Beauty Means Business Radio 

Young, Fresh & Not Just Australia 



This week on Beauty Means Business Radio, we have a conversation with Gabe Ormando and Jeff Peterson, the dynamic duo behind the fresh Australian product line, ELEVENThey are Distributor Account Managers for the brand. Self-named “the new kids on the block”, the young dynamic brand truly lives into the “young at heart” culture. Since its launch, the world has fallen for ELEVEN Australia too, with the brand now available in 25 countries globally including the UK, USA and Canada. 

What’s refreshing about Eleven is that every bit of their six-person team full embodies the brands mission and culture and is focused on being fun, fresh & obtainable to everyone. With only three years into the North American market and six team members, they are making a big impact on modern day salon professionals. With an unorthodox and modern approach to raise the tide of the industry. 

Their approach to education is unique, fresh and on brand. The brand has been ahead of the curve in terms of education and industry trendsThey had been hosting virtual Zoom education before the pandemic, so when COVID hit, they weren’t forced to pivot, but were prepared for the influx of beauty pros that were rapidly switching to virtual education. 

The duo has a collective 40+ years of industry experience which is a key ingredient to their education. Their passion is undeniable, both have committed most of their lives to the success of the industry and the business owners and independents within the industry. 

Gabe worked for a global software platform in the salon industry, of which he worked across 3 continents for 18 years. Jeff started in the salon industry before even starting school as a child. With a father who was a distributor, Jeff’s blood is literally in the industry. True lifelong experts in the industry that have been in and out of 1000s of salons. 

Their most important tip for brand success: focus on what you can do as a brand to grow the industry as a whole. Which Gabe says is a key reason why they’ve gained such momentum. They aren’t focused on just ELEVEN users, but on the raising the industry. 

You can find their education, which is consistently held on Mondays and Thursdays in the Handsome App. 

In 2021, they’ll be bringing more education to different buckets. They will be delivering 4 programs for the industry every month.  


  • Lots of tidbits for brand growth & educators, listen in! 
  • Momentum and growth come from focusing on what you can do as a brand to grow the industry as a whole, not just your own brand 
  • Education in the industry is going to continue to climb, a fresh modern perspective keeps engagement high 

Handsome App is a free digital network connecting beauty and barber professionals to career advice, education and jobs. 

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