Johnny Luoma

About Johnny Luoma

I’m a passionate beauty and wellness professional with a diverse background in skincare, cosmetics, and brand education. My journey in the beauty industry began with a love for artistry and has since evolved into a career focused on elevating client experiences, driving growth for top-tier brands, successfully managing teams, and creating various education programs. I lead sales and education efforts in Manhattan’s most vibrant retail spaces, including Sephora, Ulta, and Macy’s Herald Square. By designing and executing innovative training programs, I helped cultivate a team of talented freelancers who brought the brand’s story to life through masterclasses and in-store experiences. This collaborative effort resulted in significant sales growth, particularly in high-traffic locations like Times Square. I’m also proud to be the Co-Founder of Entitled Beauty, a brand that embodies my commitment to natural and organic beauty. Building this company from the ground up has been one of the most rewarding experiences of my career. From creating innovative products to forging partnerships and expanding our market reach, I’ve been at the helm of driving our mission forward. Our efforts paid off with a remarkable 200% revenue growth in our first year, a testament to the power of passion and creativity in business. Beyond my roles in skincare and cosmetics, I’ve been fortunate to showcase my makeup artistry at notable events like the NBA All Stars Glam Squad, Harlem Fashion Week, and collaborations with brands like Cover Girl at BeautyCon. These experiences have enriched my perspective, allowing me to blend creativity with business strategy in unique ways. My career is driven by a desire to learn, grow, and inspire others. Whether it’s through developing new skincare techniques, launching a product line, or creating unforgettable customer experiences, I am always looking for new challenges that push me to think differently and elevate my craft. I believe in the power of beauty to transform and empower, and I’m excited to continue this journey, exploring every facet of the industry.

Experience

1. Sales and Education Executive

   Orveon Global

   Feb 2025 — Present · New York, NY, US

   Drive sales and execute strategies across retailers to meet sales goals. Regularly evaluate call cycles and adjust in partnership with regional teams for profitability. Build and maintain strong relationships with internal and external partners to boost retail sales. Achieve financial targets, including T&E and freelance spend. Plan and execute events and product launches within the territory. Foster a collaborative environment, sharing best practices with the field team. Review freelancer productivity and schedules weekly to ensure ROI. Recruit, hire, and develop freelance teams and Beauty Advisors. Maintain a professional digital presence on social media per company guidelines. Ensure visual merchandising consistency, meeting brand, inventory, and operational standards. Meet deadlines for requests, reporting, and event recaps. Follow retail partner protocols and policies. Represent the Orveon Collective of brands positively, leading by example. Uphold company guidelines and maintain a polished, trend-reflective appearance. Enforce company policies and operational standards at all locations.

Education

• Baldwin Wallace University

  N/A, Theatre/Theater

  2007 — 2008

• The University of Akron

  Bachelor of Arts (B.A.), Theatre/Theater

  2008 — 2012

Skills

• Microsoft Office
• Driving Results
• Sales
• Customer Service
• Customer Satisfaction
• Organizational Effectiveness
• Design Thinking
• Independent Thinking
• Acting
• Singing
• Dance
• Acting Coach
• Musical Theatre