Hi Guys!

My name is Serein Wu and welcome "Behind the Beauty."

Each week, we take a behind the scenes look inside the worlds of beauty and fashion, by talking directly to the professionals who work for the brands we all know and love.

Join me each week as we pull back the curtain and take you behind the beauty!

SEASON 2, Episode 1 (PRAVANA)

Hey guys, 

WELCOME to the premier episode of season 2, of BEHIND THE BEAUTY!

Thank you guys so much for all the love and support you have shown me and Behind The Beauty. Season one was so much fun and you guys seemed to REALLY enjoy it so we decided to come back even stronger and with more episodes for season 2!

So for this episode I sit down with Irene Seferian, the marketing director for PRAVANA. Irene, walks us through what a marketing director does and how she got the job.

Irene, has a TON of knowledge and was gracious enough to share some with us. 

As always, don't forget to hit the thumbs up and make sure you hit the little bell on your youtube screen so that you get the notification when I upload a new video. 

Founded in 2004 by 30-year beauty industry veteran Steve Goddard, PRAVANA International is a global salon professional hair care brand "created by stylists, for stylists".

The name PRAVANA is derived from an ancient Sanskrit phrase, which translates to The Source of All Things. The brand's core mission is to provide unparalleled, high performance beauty solutions to salon professionals and their clients everywhere through a range of carefully curated, innovative hair care products that are formulated from only the best, and most natural ingredients available to the beauty industry.

PRAVANA'S full and complete range of continuously natural evolving hair care products includes hair color, styling, texturizing and after-color care to meet virtually every beauty need.

PRAVANA'S anti-corporate philosophy goes beyond traditional product creation by redefining personal hair care with a caring commitment towards only the highest quality brand and product precision, underscored by a responsible and altruistic eco-conscious approach, which includes biodegradable packaging, natural, non-harmful ingredients and a built in charitable contribution for every purchase made.

PRAVANA hair care and hair color products are always free of parabens, sulfates, cocamide DEA, formaldehyde, phthalates, and many other ingredients commonly used in cosmetic products but known to be harmful to users or the environment. This hybrid approach, which marries time proven botanical extracts and natural proteins with modern elements such as nano-amino acids and micro-polymers, provides hair care that is truly super-natural while also protecting the planet and its people.

Because PRAVANA is a company that cares and believes in giving back, in addition to giving 5% of all sales of NEVO Hair Care to City of Hope, PRAVANA is an annual participant in Breast Cancer Awareness month and is dedicated to working hand-in-hand with salons in a wide-range of charitable events and programs such as the Ronald McDonald house and the Beauty Bus Foundation, a non-profit organization that provides at-home or in-hospital beauty services to cancer patients who cannot leave their homes or hospitals to receive personal care services.