THE MENTOR 

LIZ ALLISON is the CEO of Tricoci, a modern beauty enterprise built around three distinct business units—Salon & Spa, Medical Aesthetics, and CPG Brand Incubation. With more than 20 years of experience transforming and scaling consumer businesses across beauty, retail, and wellness, Allison has held executive leadership roles at Milan Laser Hair Removal, Neiman Marcus Group, and JCPenney. Since joining Tricoci in 2023, she has helped accelerate the brand’s evolution through talent investment, service expansion, CPG innovation, and, most recently, the launch of Tricoci Aesthetics—the company’s first medical aesthetics practice. Allison holds a degree in accounting from the University of Iowa, has served on multiple advisory and organizational boards, and actively mentors rising female leaders in service, retail, and CPG.

What excites you most about the future of your industry? We’re finally seeing beauty and wellness being valued as essential self-care, not just an indulgence. Clients want expertise, transparency, and memorable experiences—and that creates exciting opportunities to rethink how we serve them.

What conversations are you passionate about bringing to the table? I care deeply about increasing visibility for women in decision-making roles—especially in an industry like ours, where women drive the client base but remain underrepresented in executive leadership roles. The beauty and service industries are full of talented women; we need to be just as intentional about building leadership pipelines as we are about building brands.

How do you give back to your community or industry? I stay involved in leadership circles, serve on multiple advisory boards, mentor up-and-coming women in retail and service businesses, and champion internal development at every level of the organization.

What’s a trend you’re embracing—or challenging? I’m embracing the move away from fleeting beauty trends toward modern, results-driven solutions. Today’s client is asking smarter questions, doing their homework, and seeking providers who prioritize innovation and credibility. That’s exactly where we’re focused at Tricoci.

How do you define confidence—and how have you built it? Confidence is having a clear understanding of who you are, standing firm in your values, and showing up consistently—especially when no one is watching. It’s built over time through experience, self-awareness, and the willingness to learn from every challenge.

What legacy do you hope to leave behind? That I guided with transparency and integrity, developed strong leaders, and ensured the next woman’s climb was a little easier than mine.

For more information, visit tricoci.com or follow her on Instagram @lizallison_tricoci.