Operationally Smart Education Strategy for Beauty Brands.

At EDU Mindset, I help brands transform big ideas into clear, actionable strategies—whether launching a hero product, aligning cross-functional teams, or elevating in-store execution.

Every solution is built with integrity, shaped by strategy, and designed with the learner in mind and the business at heart.

Meet Sara Roush

With over 20 years in beauty education, Sara has guided over 200 brands and developed training and supported field implementation for every major U.S. prestige retailer—including Sephora, Ulta, Bluemercury, Nordstrom, and Credo. Her expertise spans every category—makeup, skincare, hair, fragrance, and clean beauty—and includes salon professionals in the wholesale channel.

Through EDU Mindset, Sara delivers thoughtful, results-driven education strategies that boost sales, strengthen brand culture, and support performance across the organization.

Grounded in integrity and known for her clarity, speed, and strategic insight, Sara brings both trust and traction to every collaboration—delivering smart, customized solutions that meet real business needs.

In the fast-paced world of beauty, education is often treated as an afterthought—disconnected from the heart of the brand and misaligned with the pace of growth. I’ve seen brands struggle to scale, not because they lack vision, but because they lack the systems to bring their vision to life at every touchpoint.

I created EDU Mindset to change that.

With 20+ years of experience building education from the ground up, I know that when training is strategic, values-aligned, and built to scale—it unlocks loyalty, accelerates sales, and builds trust from the inside out.

My "why" is simple:
To equip beauty brands with smart, beautiful learning systems that don’t just inform—but inspire.
Because education isn’t just support—it’s strategy.
And when done right, it becomes the soul of the brand.

Why You Need Me

You’re growing fast, but your education strategy hasn’t caught up.

Education has become a side hustle for your founder, sales leader, or marketer, taking time from their true roles..

You just landed your dream retail deal and you’re overwhelmed with where to start.

You hired education talent with heart, but they need seasoned strategy and operational tools to scale.

You want a strong brand culture built on expertise—but you don’t know how to get there.

The Solution:

EDU Mindset is where brand vision meets practical strategy.

  • Culture-Driven Sales Team Enablement

    Team Development & Leadership Training

    Equipping sales & training teams and their leaders with tools that foster confidence, consistency, and brand-aligned behavior across every store.

  • Full-Category Fluency

    Makeup. Skin. Hair. Fragrance. Clean.

    Expertise across all beauty categories ensures every touchpoint reflects depth, precision, and product confidence—from backbar to selling floor.

  • Strategy from the Ground Up

    Custom Education Ecosystems

    Scalable, brand-aligned learning frameworks built to evolve with business needs—never borrowed, always bespoke.

  • Prestige Retail Integration

    Retail Channel Expertise

    Training programs tailored to the distinct dynamics of Sephora, Ulta, Credo, Nordstrom, and more—designed to drive performance at the front line.

Let’s Work Together!

Expertise at every altitude—bespoke guidance for beauty brands on the rise.

Service Options

  • Fractional or Interim VP/Director of Education

    Lead from the front with executive-level strategy and oversight. Ideal for brands in transition, scaling rapidly, or in need of senior leadership to build education from the ground up.

  • Strategic Education Consultant

    Ala Carte service ideal for brands looking to strengthen onboarding, refine field strategy, and build impactful education tools. Supports training program development, field team performance, and retailer expansion planning.

  • Support for Existing Education Teams

    Boost internal bandwidth with experienced, hands-on partnership. Designed to help existing teams execute, optimize, and deliver impactful education without adding expensive headcount.

Testimonials

  • Sara’s ability to assess needs, build tailored solutions, and drive impactful results made her an invaluable resource. Beyond her strategic mind, Sara is a true collaborator—thoughtful, proactive, and deeply committed to the success of her partners. I highly recommend Sara to anyone looking for a transformative leader in education and development.”

    Catherine, VP of Sales

  • “Sara is not only an inspiring leader but also a highly intelligent and skilled business strategist. Her impact goes far beyond leadership—she has built foundational education programs and scalable processes from the ground up, driving employee development, improving key business metrics, and delivering significant operational efficiencies and cost savings.”

    Nick, Regional Manager

  • Sara consistently displayed understanding, patience and a thought-provoking environment for continued growth. Sara’s high value for her work, the work her team puts forth and all future projects is well thought out, planned and executed flawlessly. Not only did Sara commit to teaching these ways to her team, she lived them daily.

    Amanda, Regional Manager

  • “Sara played a key role in building the Education Department from the ground up. Her vision, dedication, and ability to manage countless moving pieces were nothing short of inspiring and impressive. She led with clarity and purpose, creating a collaborative environment where I felt truly supported and empowered to grow. Thanks to her guidance, I was able to thrive in my role and learned skills that I still take with me throughout my career.”

    Megan, Education Manager

  • “From the moment we began collaborating, Sara brought an energy and expertise that instantly elevated our work. Her deep, immersive knowledge in her field isn’t just impressive—it’s transformative. I’ve learned so much from her, not just in process or strategy, but in the way she approaches every challenge with clarity, calm, and confidence. She has a remarkable ability to make even the most complex initiatives feel manageable and seamless.”

    Tonya, HR Manager

  • “Sara truly is the personification of the concept that everything is “figureoutable”. From tactical problem solving to complex program building, she approaches challenges strategically and with an open, curious mind. I appreciate Sara for her candid and kind approach to shared work and am happy to have called her a partner.”

    Kat, Senior Education Manager

Contact

Interested in working together? Fill out the form and I will be in touch shortly. I can’t wait to hear from you!