In an industry built on trust, communication, and transformation, the consultation has always been one of the most powerful moments behind the chair. Today, that same moment has taken on new life through social media – becoming a tool not only for education and connection, but also for business growth. Consultation-focused content allows stylists to showcase their expertise, highlight their thought process, and attract clients who truly align with their approach.
In this interview, we sit down with Brent Basore, Stylist & Co-Owner of Sage Brush Salon, to discuss his journey in the industry and how consultation-driven videos have helped him grow a highly engaged online community. Known for his cutting expertise and authentic, client-centred approach, Brent shares how he captures meaningful consultation moments, why this style of content resonates so strongly, and his advice for stylists looking to invest in content in 2026.
Can you share a bit about your journey as a stylist?
“I started doing hair as a licensed stylist in 2008. Social media was just beginning to impact the hair world. I had a couple dvds that I would watch constantly. One was a Paul Mitchell video that really helped me with my cutting. The other was Nick Arrojo cutting video. Looking back, I think it’s interesting that I was more focused on the hair cutting education than the coloring aspect. No wonder I became a hair-cutting specialist. I have been obsessed with hair cutting ever since I landed in beauty school, and I still am to this day. It seems there is always more to be revealed, and I hope I remain a student as much as a master in the art of hair cutting.”
How has your approach to content changed as your audience and engagement have grown?
“My approach to content has remained relatively the same since I started to grow my audience. I felt like I found my niche, and for now, it’s really personally rewarding to share my transformation videos with the world.”
How do you decide which parts of the consultation to highlight?
“I want to give people a sense of who the person is and what they are looking for. At the same time, I want to get to the point of the video, which is the hair transformation.”
For clients who are a little more camera-shy, how do you make them more comfortable?
“For clients that may be a little more camera shy, it seems to help that I just turn on the camera and put it off to the side. I tell them it’s recording, but just pretend like it’s a security camera. I assure them I won’t post anything that paints them in a bad light…I do my best to make everyone look good.”
Since introducing consultation videos, what kind of growth have you seen online and in the salon?
“Since my videos have become more popular, I have seen a big increase in the out-of-town clients that come to see me. Some even plan their trips around getting their hair done. Because I live in Palm Springs, California, a lot of people will come and enjoy a nice little vacay in the desert and get their hair done at the same time.”
Have you noticed certain consultation topics – damage repair, blonding, lived-in color, etc. – that generate more engagement?
“The videos of mine that seem to do the best are the ones where someone is struggling with thin hair, and I’m able to give them a cut and style that really improves the overall look of their hair. I will say that hair loss is a constant concern and probably the most discussed topic.
I have to be honest with my clients and tell them there are so many products out there that claim to restore hair, but I don’t feel great about recommending any single product for hair loss because they are so subjective, and what works for one person may not work for another. So it’s my job to work with the hair they have and make it look amazing.”
What about these consultation videos do you think resonates so well with your audience?
“I think the consultation videos I do resonate with people because they are authentic. They can see I’m really listening to find the best possible outcome for my clients. I think many people have had an experience where they don’t feel like they are being heard or that the stylist is kind of one way in their approach. When people see that I like to be a little more collaborative and that their opinion not only matters but is vital to a successful outcome, it makes them more confident in letting me be a little more creative.”
What metrics do you pay attention to when tracking the success of a video?
“I have to be honest, I don’t follow the metrics too closely to see which videos do better than others. Sometimes I think a video won’t do well, and it does surprisingly good. So I just try to do my best every time and let the rest work itself out.”
What is your advice for stylists who feel intimidated about filming their work or showing themselves on camera?
“For the stylist that feels intimidated filming or being on camera, something that’s really helped me is just putting the camera off to the side and letting it run from the time the client sits down til the end. That way, there isn’t this pressure of “action” you’re on!
Just pretend it’s like any other camera that’s out in public, and they are everywhere, but that doesn’t stop you from loving your life and being yourself. Honestly, when I see stylists playing for the camera, that wears a little thin pretty quickly. Although some are so charismatic that it’s entertaining but I do think people gravitate toward authenticity a little more.”
Do you have any other advice or tips for stylists looking to invest in their content in 2026?
“For a stylist trying to create content, just keep filming and taking pictures of your work. Impress yourself first. I’ve had pictures or videos that didn’t do well in terms of metrics, but that I was really proud of because I created something that I knew was really good. Also, when you film it elevates your work because you know it’s gonna be put out there for all to see. Keep filming!”
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Brent Basore’s approach to consultation-driven content reinforces a simple but powerful idea: the most compelling social media doesn’t need to be performative; it needs to be honest. By letting real conversations unfold and focusing on listening first, Brent has built trust both online and in the salon, attracting clients who value collaboration, expertise, and intention.
For stylists looking ahead to 2026, this interview is a reminder that consistency, authenticity, and craft still matter most. Consultation content isn’t about chasing trends or metrics—it’s about documenting the care, skill, and problem-solving that already happen behind the chair every day. When shared thoughtfully, those moments don’t just grow an audience—they grow a business.
