About
As the Founder and CEO of Beauty Barrage, I set out to build more than a field team—I…
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Sonia Summers shared thisBeauty Barrage Sponsoring the iconic CEW product expo eventSonia Summers shared thisWhat an incredible experience attending the CEW Beauty Expo! ✨ There’s something energizing about being surrounded by so many of the brands, innovators, founders, and beauty professionals who continue to shape where our industry is headed. For me, events like this are about more than discovering what’s new. They’re an opportunity to connect, learn, strengthen relationships, exchange ideas, and think about how innovation ultimately comes to life at retail and in the hands of the consumer. Working in field sales, I especially love seeing the connection between the excitement created around a product and what eventually happens on the sales floor. Education, storytelling, experience, and human connection are what turn great products into brands consumers love. Grateful to have attended, to reconnect with familiar faces, meet new ones, and leave inspired by the creativity and passion that continue to move the beauty industry forward. And, of course, it’s always better experiencing it alongside great people! 💄✨@beautybarrage CEW #CEWExpo #BeautyRetail #BeautyInnovation #BeautyBarrage #Leadership #Networking
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Sonia Summers shared thisTo the talented beauty field professionals navigating an unexpected career change: we’d love to meet you. Beauty Barrage is growing, with part-time and full-time opportunities available across the country. If you know how to bring a brand to life at retail, build meaningful customer connections and turn product knowledge into results, there may be a place for you on our award-winning team. We know the value that experienced field professionals bring—and we’re always looking for great people who know the beauty floor. We offer real W2 jobs with benefits. Explore our current opportunities here: https://lnkd.in/gbVqz-d And if someone exceptional comes to mind, please share this post or tag them below. #BeautyJobs #NowHiring #BeautyIndustry #FieldSales #RetailCareers #BeautyBarrageJoin Beauty Barrage | Beauty Field Sales & Education CareersJoin Beauty Barrage | Beauty Field Sales & Education Careers
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Sonia Summers shared thisBeauty is always evolving — and beauty tech is becoming a much bigger part of the conversation. As devices move from niche purchases to everyday beauty and wellness routines, I believe the opportunity at retail is significant. But innovation alone isn’t enough. Consumers still need education, demonstration and an expert who can explain why a product works and help them feel confident using it. That’s why great field execution matters. Proud to see Beauty Barrage recognized among the key companies in this rapidly growing category — and even more excited about where beauty retail is headed. ❤️ #BeautyBarrage #BeautyRetail #BeautyTech #RetailInnovationSonia Summers shared thisBeauty Devices Market Worth USD 233.6 Billion by 2034 | CAGR: 14.5% | Download Sample Report: https://lnkd.in/dQXy5wpm The Global #BeautyDevices Market is rapidly evolving from a luxury salon-only segment into an everyday high-tech home skincare and wellness solution. Growing consumer awareness of non-invasive cosmetic procedures, anti-aging treatments, skin rejuvenation, and personalized grooming is driving adoption across e-commerce, specialty beauty stores, medical spas, and dermatology clinics. The global market is projected to grow from USD 80.4 billion in 2026 to USD 233.6 billion by 2034, registering a robust 14.5% CAGR. North America accounted for a dominant share of the market, highlighting the region's high consumer spending on advanced personal care technologies and widespread adoption of at-home aesthetic routines. 📈 Key Growth Drivers ➢ Rising consumer spending on non-invasive #skincare and anti-aging treatments ➢ Growing demand for convenient, professional-grade #at-home beauty solutions ➢ Increasing prevalence of skin concerns like acne, hyperpigmentation, and early aging ➢ Rising influence of social media beauty standards and digital wellness culture ➢ Growing technological integration of LED light therapy, radiofrequency, and microcurrents ➢ Expansion of portable, rechargeable, and travel-friendly cordless devices ➢ Increasing adoption of hair removal and scalp care grooming tools ➢ Strong e-commerce infrastructure making prestige beauty tech globally accessible 🏆 TOP 50 KEY COMPANIES Ulta Beauty E.L.F. BEAUTY Rare Beauty Sally Beauty Charlotte Tilbury Beauty ILIA Beauty Huda Beauty TOM FORD BEAUTY Beauty Barrage Skelt Beauty Brands Farmacy Beauty CosmoProf Beauty Beauty Pie Beauty Manufacturing Solutions Corp BEAUTY BAY Arcade Beauty Beauty Quest Group Kiss Beauty Group Swiss Beauty Beauty Creations Cosmetics Glo Skin Beauty Seed Beauty/ColourPop First Aid Beauty Voyant Beauty Tru Fragrance & Beauty AS Beauty Group AX Beauty Brands Beauty 21 Cosmetics, Inc. Markwins Beauty Brands Beauty Concepts Pvt. Ltd. Future Beauty Brands (formerly PPI Beauty) Astral Health & Beauty Hebe Beauty Indonesia Sigma Beauty Cohere Beauty Coty Laura Geller Beauty Simply Organic Beauty Lubrizol Beauty izil Beauty | Download Sample Report: https://lnkd.in/dQXy5wpm #BeautyDevices #SkincareTech #AntiAging #SkinRejuvenation #AestheticDevices #NonInvasiveBeauty #HomeSkincare #LEDTherapy #Microcurrent #PersonalCare #BeautyTech #CosmeticDevices #MarketResearch #MarketIntelligence #Wellness #DigitalTransformation #BusinessGrowth
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Sonia Summers shared thisTikTok may start the sale. But the store still has to close it. Sephora’s new Drop Shop pilot brings exclusive product drops, creator content, live-streaming and shopping together on TikTok—and it makes perfect sense. At Beauty Barrage, our field teams see TikTok’s influence every day. In our 2026 Midyear Beauty Retail Field Intelligence survey, 67.1% of our Brand Advisors named TikTok as the leading source consumers mention when explaining how they discovered a product or brand. But here’s the thing: discovery is only the beginning. When that viral demand reaches the store, the product needs to be in stock. The display needs to be right. The testers need to be ready. And someone knowledgeable needs to be there to turn “I saw this on TikTok” into “I’m buying it.” Social commerce isn’t making the store less important. It’s raising the stakes for what happens once the consumer gets there. The brands that win will be the ones that connect the excitement happening online with flawless execution and real human expertise at retail. BeautyMatter takes a closer look at Sephora’s Drop Shop here: https://lnkd.in/gH6vYrTs #BeautyRetail #SocialCommerce #TikTokShop #RetailExecution #BeautyBarrageHow Sephora’s TikTok Shop Strategy Is Turning Social Discovery into CommerceHow Sephora’s TikTok Shop Strategy Is Turning Social Discovery into Commerce
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Sonia Summers shared thisI won’t lie I’m getting used to this! When you disrupt an antiquated model in retail and you work with the most passionate team - great things keep happening! Thank you BeautyMatter for recognizing Beauty Barrage we are thrilled to be among the best in our industry. 🎉 #ExperientialRetail #EvolveOrDie
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Sonia Summers reposted thisSonia Summers reposted this🩷 👄 We are Hiring !! 👄 🩷 If you are interested in being part of this amazing new experience, please drop me a message I would love to connect!.
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Sonia Summers shared thisI absolutely love seeing posts like this from our team. ❤️ This was our second year partnering with Sephora + Kohl’s for Rush Week, with Beauty Barrage teams showing up at universities across the country — and once again, they knocked it out of the park. Of course, the beauty touch-ups are fun (and who doesn’t need a little extra help during Rush Week?!), but what I love most is seeing our team do what they do best, connect with people. Across these campuses, our teams made so many young women feel special, confident and cared for. And to me, that’s what beauty is really about. I say this all the time, there is something about human connection that you just can’t replace. You can discover a product online, watch a TikTok or read a million reviews, but having someone standing in front of you who knows beauty, listens to you and helps you find what makes you feel great is just different. That’s what our Beauty Barrage team does every single day. And I know how much work goes into making something like this look easy. From our team behind the scenes planning, recruiting, staffing and coordinating across multiple markets, to our incredible people on the ground representing us — I am SO proud of this team. Thank you to THETEAM and Sephora + Kohl’s for trusting Beauty Barrage for year two. We loved being part of it. And Jacquelynn Sheptock, I loved seeing the University of Florida experience through your eyes. ❤️ Now… who’s ready for Rush Week Year Three?! 😉 #BeautyBarrage #Sephora #Kohls #RushWeek #BeautyRetail #BrandExperience #WeGotYourBack #ExperientialRetailSonia Summers shared this✨ A Rush Week to Remember! ✨ I’m incredibly grateful to have been part of such a special and captivating experience at the University of Florida during Rush Week! 💕 Through the Sephora + Kohl’s partnership with Beauty Barrage, our team had the opportunity to provide beauty touch-ups and a little extra boost of confidence to so many amazing young women. Watching their smiles, excitement, and confidence shine through was truly magical. These girls already had the confidence and beauty within them we were simply there to help bring it out and give them that extra little boost to feel their absolute best. Seeing the impact of something as simple as a touch-up, a few encouraging words, and a moment of connection was incredibly rewarding. It was an unforgettable event, and I couldn’t be prouder of the Beauty Barrage team and our incredible partnership with Sephora + Kohl’s. Thank you for allowing us to be part of such a meaningful experience and for creating moments that these students will hopefully remember for years to come. 💄✨ So grateful to be part of a team that gets to make people feel confident, beautiful, and celebrated. ❤️ #BeautyBarrage #Sephora #Kohls #RushWeek #UniversityOfFlorida #UF #BeautyIndustry #Teamwork #Confidence #Community #BrandExperience #WeGotYourBack
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Sonia Summers reposted thisSonia Summers reposted thisToday I'm representing ISDIN at Sephora in Santa Monica for a special corporate event! Stop by to explore this incredible skincare-focused sun protection line and let me show you what makes these formulas so unique. We also have a special gift with purchase available today while supplies last. If you're in the area, drop by, say hello, and let's get your skin glowing! ISDIN Love Your Skin!
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Sonia Summers shared thisIt’s been a season of events, or should I say, a year of events! And after seeing the good, the bad, and yes, the ugly, I thought it was time to talk about something we don’t discuss enough in retail: The execution gap. A great strategy can look flawless in a presentation. But what happens when it hits the sales floor? In my latest Substack, I share two very different beauty launches — one where the execution team was involved from day one, and another where we came in later and found ourselves navigating logistical challenges in real time. The biggest takeaway? Retail execution isn’t the final step of the strategy. It’s part of the strategy. Because even the best idea is only as good as what the customer ultimately experiences. Read “The Retail Execution Gap: Why Great Strategy Dies on the Sales Floor” here: https://lnkd.in/g-aWp2rb #RetailExecution #BeautyIndustry #ExperientialRetail #RetailStrategy #BeautyRetail #BeautyBarrageThe Retail Execution Gap: Why Great Strategy Dies on the Sales FloorThe Retail Execution Gap: Why Great Strategy Dies on the Sales Floor
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Sonia Summers reacted on thisSonia Summers reacted on thisInspired, motivated from RetailClub in Huntington Brach, CA Sept. 22-24. Thanks to Retail AI for the opportunity to share the stage with moderator, Kendra Bracken-Ferguson AI & Social Commerce: Discovery, Influence & Conversion”. Here is a summary of our session: Q: What does that shift mean for brands trying to earn discovery—and if AI increasingly decides what gets surfaced, what should brands be optimizing for now?” 1. "Surface and suggest" means AI now initiates discovery, recommending products before consumers even search. 2. Brands must be legible to algorithms not just persuasive to people. Clean data and strong engagement signals now decide who gets shown. 3. Content must work as a standalone first impression. Often there's no funnel just one shot to land. 4. Behavioral proof is the new SEO: reviews, watch-time, and UGC quality now build algorithmic trust. 5. Brands market to two audiences now: the human and the system choosing what human sees. Q: Looking at what you learned then and what’s possible now where should AI enhance the consumer experience + where does the experience still need to feel unmistakably human? A: Content is on steroids, volume, velocity and frequency. AI scales the earning of trust through consistency and relevance. • Humans carry the authority that only comes from real expertise and accountability. • Integrity is the brand's constant that has to survive being run through both a machine + a person, tested most in the moments that cannot be fully automated. Q: And that takes us directly into what you call the ‘Content Paradox’: more AI, more demand for human proof. If everyone can suddenly create more content, faster and cheaper, does that actually make authentic creators and human expertise MORE valuable? And what does that mean for a brand’s social-content strategy?” A: For social strategy, that means three shifts: 1. Use AI for scale, not for the face of a claim: testing, variations, personalization, yes; the credible voice, no. 2. Protect imperfection. Unscripted, creator-led content is the signal now, not something to polish away. 3. Invest in fewer, deeper creator relationships rather than more one-off content. Credibility compounds, it doesn't scale on demand. AI content becomes the wallpaper. Human proof becomes the load-bearing wall. Q: When AI starts summarizing what creators, reviewers + consumers are saying, what happens to TRUST and who owns the brand narrative? if AI is doing real judgment work on the consumer's behalf, not just fetching and comparing, but vouching then the brand's job changes from "persuade the human" to "deserve the machine's trust in a way that also survives a human checking its work." We used to win the review. Now we have to win the synthesis. Final takeaway: 1) Trust used to be built during the session. Now it has to be built before the session so the session can just be the transaction. Thot provoke: 2) AI Assist vs. AI Replacement Krystina Gustafson RetailClub
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Sonia Summers reacted on thisSonia Summers reacted on thisThank you Allure and Jessica Cruel for another Best of Beauty win for Cecred. We won in 2024 for Best Strengthening Hair Mask, And then in 2025 for Best Scalp Serum and Best Comb. I can't believe we just won Best Shampoo and Conditioner and Best Detangler too. I will say our Detangler is truly amazing. You saw it when our founder Beyonce does a healthy takedown of Jay Z’s iconic wicks. I’m so proud of the Cecred team for winning these notable awards!! https://lnkd.in/gMqSNMy5
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Sonia Summers reacted on thisThe launch of CÉCRED at Space NK this past week was a moment I will not soon forget. It was amazing to see and hear firsthand the response of the brand. I am humbled by the warmth and love we received from the entire community. Thank you Grace Ray for your incredible leadership. Tiffany Plater, Sophie Brahos, Aubrey Thu and the A+ Marketing, Creative and Social teams on the ground in London are the best-of-the-best. Thank you to the Space NK team Emma Simpson-Scott, Sophie Wayman, Jini Sanassy and the entire cross-functional teams for the incredible partnership and a record-breaking launch! Cheers!Sonia Summers reacted on thisThis week, Cecred opened up across all SpaceNK doors in the UK and we became their #1 launch in history. I’m incredibly touched by all the love we’ve received from the UK community. Thank you to Kecia Steelman, Emma Simpson-Scott, Sophie Wayman and the entire Space NK team for your incredible, visionary partnership. And to the entire Cecred team - you are the best in the business. https://lnkd.in/gwwhetzYBeyoncé brings Cécred hair line to the UK with record-breaking launchBeyoncé brings Cécred hair line to the UK with record-breaking launch
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Sonia Summers liked thisSonia Summers liked thisA big thank you to Nader Naeymi-Rad and the entire Beauty Independent team for hosting me at the BITE Summit in New York City today. It was great to spend so much time with beauty founders and fellow industry executives, exchanging perspectives on where the beauty industry is heading and the opportunities ahead. I particularly enjoyed the retail sessions with Alison Hahn, Debbi Hartley-Triesch, Jane Nugent, Michelle LeBlanc and Melis del Rey — a terrific group and some great insights from across the industry.
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Sonia Summers reacted on thisSonia Summers reacted on thisFall cover!! NewBeauty x Hannah Waddingham ✨ Photographer: @emiliomadrid Photo Assistants: @erichodgmanstudio, @schilling_photography Hair: @patrickkyle__ Makeup: @gitabass Styling: @jamesyardley Styling Assistant: @danikleinmanstylist Location: @cornerstudionyc
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Sonia Summers liked thisSonia Summers liked thisTwo days. One major retinol launch. A LOT of skin health conversation. ✨ Last week, our client ZO Skin Health, Inc. launched its new collection of retinol products and our team brought the story directly to the beauty media who matter. 📓 Day 1: intimate desk-side appointments with founder Dr Zein Obagi creating space for deeper conversations with leading publications about skin health, retinol and innovation. 🌃 Day 2: sunset dinner on a NYC rooftop, where Dr Obagi and CMO Michael Marcano joined 30 top-tier beauty editors and writers to experience the new collection and learn about Dr. Obagi’s unique approach to retinol formulation: results without the worry of irritation. This is what we love about launches: finding multiple ways to tell the same story, from meaningful one-on-one conversations to an unforgettable room full of the right people. Thank you to Elizabeth Rodger, Kimya Kiarash, Camille Gordon, Maeve Kennedy for their talents and getting the media officially retinol-ready. ✨
Experience & Education
Honors & Awards
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Maverick of The Year
The American Business Awards (Stevie Awards)
Awarded for leadership and sales impact and growth of Beauty Barrage
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Minority Owned Business of the Year - Bronze
The American Business Awards (Stevie awards)
Awarded for providing an average 3X ROI growth for brand partners
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Financial Times Fastest Growing Companies 2020 - Americas
Financial Times
Placed as #18 on Fastest Growing American Company
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Orange County Fastest Growing Company 2020
Growjo
Placed #74 Fastest Growing Companies in OC and #13 for Fastest Growing Beauty Company!
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inc 5000 Fastest Growing Companies 2019
Inc. 5000
365% growth rate
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WWD Best Executed Brand Launch
Women's Wear Daily
Won the WWD Best Executed Brand Launch for the "Mark" brand
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B Corp
B Lab
A B Corp is a for-profit company certified by B Lab, a nonprofit organization, that meets high standards of social and environmental performance, accountability, and transparency. Essentially, it's a business that balances profit with its social and environmental impact, demonstrating a commitment to benefiting all stakeholders, including employees, customers, communities, and the environment.
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Inc 5000
Inc
Fastest Growing Private Companies
Languages
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English
Native or bilingual proficiency
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Spanish
Native or bilingual proficiency
Organizations
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WBENC - Women's Business Enterprise National Council
Certified Member - 100% woman owned business
- Present -
NMSDC - National Minority Supplier Development COuncil
Certified Member - 100% Minority Owned Business
- PresentMinority Owned Business
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ICMAD
Board Member
- Presentwww.icmad.org
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INNOCOS - World Beauty Innovation Summit
Advisory Board
- Present -
WWD - Women in Innovation
Advisory Board
- Present -
Cosmetic Executive Women
Member
- Present
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Terra Harvell
Here’s my prediction for 2026 and 2027: Booth rent salons and independent stylists will become fewer and farther between. Not because independence is bad. But because stylists are starting to want more than just a chair. Every day we hear from stylists who say, “I can’t find a salon that actually has a growth path.” They’re not looking to go back to broken commission models. They’re looking for structure. Leadership. A way to scale beyond standing behind the chair forever. Because the hard truth is this: if your income only depends on your hands, what’s the long-term plan? The salons that win in the next era will be the ones that build real career paths, not just rent space. So I’m curious: Owners, what are you building that makes top talent stay?
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