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Meet the Owner: Joy Pineo

Hair Cuts

I have been in the beauty industry for over 25 years. I went to Elizabeth Grady School of Esthetics and was trained in facials, makeup, and waxing. After graduation,  I was recruited to work for Elizabeth Grady on Cape Cod and Braintree. 


Working with Elizabeth Grady gave me the skill set to work for Aveda Corporation. I worked for them for 7 years, and I loved it! I started as an Esthetic trainer and was part of the team to support salon and spa development. It was rewarding to see how training and supporting the salon could grow business up to 30% to 50% by simply implementing some value-added services and customer care.


That inspired me to open Beyond Beauty in 1998 - a full-service Aveda Concept Salon. I started at 400 square feet and, in a year, expanded to 2,000 square feet.  During the first full year of business, the salon revenues were over $700,000.



In 2006 I partnered with my sister, and we opened a second location in Hyannis in 3 years; they both generated over $1,000,000+! I have learned that the bigger the salons get, the harder it is to profit if not appropriately managed. We hired a Partner for Mashpee at 25% ownership, and she managed the business as it should be because she was invested in it. We worked with her for three years; she now owns and operates that location. It was a definite win/win, and with our profits, we could focus on the Hyannis location to continue the growth of the business.


In 2017 I took a year off, and went back to educate myself. I worked and trained with a Makeup Artist (Ann Marie Makeup Artistry) who trained me on bridal makeup and the marketing for this very upcoming aspect of the our business. Salons are sought out for makeup and hair for weddings. I want to offer this in Osterville because Cape Cod it is a wedding destination spot for brides.


In addition to makeup training, I went to Business Mastery with Tony Robbins. It taught me every aspect of running the business, including the psychology that goes behind running your own business. Days of learning how to market business, how to make a profit, read a profit and loss statement, how to manage yourself and staff effectively, and thrive in business.


I also was fortunate enough to work with Ed Keels, Beyond Breakeven, who educated me on how to be incorporated, how to market, with a big emphasis on cause related marketing, how to really build a business that can generate a profit. This had led me to where I am today, going back to my grassroots with a lot more wisdom to start a business that can truly succeed. Working smarter, making informed decisions and creating a beautiful work place.


My Education

Elizabeth Grady School of Esthetics – license in Esthetics

Aveda Corporation- trained of Business systems, sales training, advanced skin care training , Advanced Makeup training,  acknowledged and received awards for top sales person..

Beyond Beauty- went to strategies, based out of Connecticut for team based pay, incentive programs, managing and marketing. Training every quarter for the last 20 years on New products, services, managing and marketing through the Aveda Corporation.



I come from the belief you always help people and all good comes from that. Although I worked with Silent Spring and The Breast Cancer Coalition through my past business, I did this for my Mom who passed away at a very young age of 38 from breast cancer. We have raised over $50,000.00 in the years of supporting the organization with cut-a0thons, where 100% of all proceeds go directly to Silent Spring, The Breast Cancer Coilition which is research done by scientists and doctors who are studying and researching the environmental causes of the high amount of cancer on Cape Cod.

Another part  we focused on were the  children on Cape Cod that live in shelter and foster care that don’t have families through the holidays. We work with DSS on Cape Cod,  We asked staff and clients both to participate. Our first year doing this in the Mashpee location we had clients dropping off gifts that it filled the salon, all I could see were piles toys, bikes… it is incredible  what a community of loving people can do. I will continue to make this part of my business, supporting my community has been a part of my life for 20 years.

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