Sisters Stephi Cohen and Nicki Maron Created a Franchise Dedicated to Community and Empowerment
Entrepreneur Stephi Cohen (above, right) has stayed true to her passions throughout her journey as the founder of the Blushington franchise. From a young age, she had a natural talent for applying makeup, often practicing on her sister Nicki (above, left) and high school friends. “It was something that always made them feel good. I was always self-conscious as a teen, and so were many of my friends. Beautifully applied makeup gave us more confidence,” she recalls.
Although Cohen’s services were popular within her circle, she never considered launching a beauty business until she sought professional makeup services for herself. She quickly grew frustrated with the limited options available. “Everything was either too expensive or too unprofessional. Department stores just want you to buy their products, and high-end salons are unaffordable.” Feeling unheard and unseen in traditional beauty settings, she saw a need for a space where clients could go to feel better about themselves. “That’s when I had my ‘aha moment,’” she says.
Cohen’s epiphany came from the realization that everyone could have access to A-list beauty services without the hefty price tag. She was inspired in part by Drybar, a franchise specializing in affordable hair services. Cohen envisioned a similar concept focused on makeup. She wanted to create a place where people could receive services that made them feel empowered and confident.
The Birth of Blushington
Cohen’s entrepreneurial spirit was nurtured by her family’s retail background — her grandfather owned a dry cleaning business in Philadelphia. This entrepreneurial mindset, combined with her family’s support and encouragement, motivated Cohen to start Blushington right out of college.
In 2011, at just 21 years old, Cohen launched Blushington, initially offering makeup and skincare services. She soon enlisted her sister Nicki Maron, who had a background in TV marketing and had worked on shows like Cougar Town. Maron’s expertise in grassroots marketing and content creation significantly contributed to Blushington’s growth. The sisters aimed to create a destination for both men and women, inspired by Maron’s on-set experiences, where clients could leave feeling like celebrities.
With Maron’s marketing skills and Cohen’s vision, they established Blushington as the first studio to cater to clients’ needs, prioritizing communication between customers and beauticians. “We call it power listening,” Cohen quips. “It’s a collaboration, not just the artist putting her vision onto the customer.”
In addition, Cohen has been committed to curating top-quality products from a variety of makeup lines to ensure Blushington can offer the best of the best. The sisters believe that feedback from customers and employees has been the driving force behind Blushington’s growth. “Input from customers and artists have led to our expanded services, including skincare and hair, and ultimately our move to franchising,” says Cohen.
Expansion and Franchising
Initially, franchising was not part of Blushington’s plan. But after one special customer walked through the doors, everything changed. Natasha Cornstein, who now serves as CEO, fell in love with Blushington after her first visit as a customer. “It was a transformative experience. I walked out feeling like supermodel Heidi Klum,” she jokes.
After meeting the sisters, Cornstein was eager to get involved and could see how franchising would take them to the next level. “Stephi had a tremendous vision at age 21. This is an incredible business with so much potential. Blushington is filling the need in the beauty industry by offering an accessible, personalized experience. We provide three of the most sought-after services under one roof — blowouts, makeup applications and skincare services — along with a curated selection of beauty products,” says Cornstein. Blushington started offering franchise opportunities in January 2024.
The Customer Experience
Cornstein attributes Blushington’s elevated customer experience to comprehensive employee training. “Every employee is trained in all services, resulting in happier, more loyal staff members who are experts in every area. Many artists have been with us for over five years, fostering an inclusive, family-like culture. All our artists are skilled in working with all skin tones and hair textures, enabling them to deliver best-in-class services to customers of all ages and backgrounds.”
Blushington’s customer base spans from late teens to those in their 50s and 60s, with over 50% returning clients. About 25% of revenue comes from club members. “Our vision centers on building confidence and helping clients be the best versions of themselves,” says Cornstein.
In-Demand Services
Blushington seeks passionate entrepreneurs who believe in the brand and understand its potential. According to Statista, the demand for beauty services continues to grow and is expected to reach $646 billion by 2024. “This is an optimal time for entrepreneurs to dive into the flourishing market. Society has made major changes after Covid that make Blushington an ideal opportunity. We have become a health-conscious society that prioritizes beauty and personal care, and so many people are ready to be their own bosses now. This opportunity aligns with those trends,” says Cornstein.
The brand has a corporate location in New York and plans to reach 130 franchise locations by the end of 2028, targeting affluent regions like Dallas, Houston, Atlanta, the Carolinas, California, and Las Vegas.
The sisters feel like this journey has been a dream come true. “We work so well together and have a partnership built on trust and respect. We each bring different skills and experiences to the table and have found our own lanes in the business,” Maron says. “Mostly, we are proud of what we have created. This is not just any beauty shop. This is a multi-generational place where all are welcome. We are proud to share this truly special business opportunity.”
