How a boutique brand competes in a crowded global market. A topic all brands looking to scale can learn from with Lisa Boduch.

Lisa Boduch is taking it head-on, with a career that began in the salon and evolved into national leadership roles. She understands both sides of the beauty industry. Now serving as VP of Sales and Education at Alfaparf Milano, Lisa is applying decades of experience to drive growth for a professional Italian brand that’s stayed intentionally boutique.

Her approach? Clear identity, disciplined storytelling, and meaningful innovation. In an industry often crowded by copycat products and big-box noise, Lisa is focused on long-term brand equity, operational excellence, and empowering the professionals at the heart of the business.

Key takeaways from our conversation:

Stay close to your core customer:
Alfaparf’s strategy is rooted in deep relationships with salon professionals, not just as customers, but as advocates. Lisa’s priority is supporting them through education, training, and tools that help grow their businesses.

Stay true to your identity: As bigger brands chase mass market appeal, Alfaparf is leaning into its boutique positioning, Italian craftsmanship, and loyalty to the hairdresser.

Be ready to evolve: Whether it’s integrating AI tools or refining hero products, Lisa is focused on meaningful innovation, not just keeping up, but creating something new.

Want to see how a boutique brand competes in a crowded global market? Learn more at https://www.alfaparfmilanopro.com/us-en and watch how Lisa and her team are building trust, loyalty, and long-term impact, one salon at a time.