Born of necessity in 2017, Beauty Innovations Professional is the brainchild of beauty industry power partners James Gartner and Adam Swanlund. Comfortable living on the cutting edge, the pair set about making available beauty products better from the confines of their nationally-acclaimed salon. The task was a natural for both. James is a top colorist, noted educator and editorial stylist featured in “Modern Salon” and “Beauty Launchpad” magazines. Adam, beyond his hair world training, is a human resources professional, serving Fortune 500 companies such as Hewitt and Rush Medical University.

2018-2020: GROWTH

Fast forward 1 year to 2018 and the pair launched Balay Tools for the perfect blended balayage application. Along with Proposh Modern Salon Tools, a line that consists of color brushes, bowls, clips, and all the necessities.
In 2019 Blonde Boost was added to the line up as the nations only 60vol developer to help lift balayages to the lightest possible levels of blonde. It was an instant success and continues to impower professionals around the world.


Balay Powder was the first member of the Beauty Innovations product line. One day, while preparing for a balayage with a traditional clay based lightener, James thought to himself “I wish my regular lightener could be thicker.” He knew being able to adjust the consistency of lighteners and deposit color for balayage would put an end to unwanted lifting challenges, streaks, drips and blotches. James and Adam are committed to strict use of natural ingredients in personal and professional life. Using nature’s offerings and a little trial and error...behold...Balay Powder was born. A product that does what’s needed without altering any other part of the balayage process. Miraculous. This original additive for balayage was an instant success and continues to grow.


As former top 200 salon owners and industry coaches and consultants, we understand how difficult it is to operate a salon in today's market. We built this line of quality professional products to help hairstylists not only succeed, but thrive. You can find our products via this shop as well as in select distributors around the world.

Outside of continually launching new innovative products, the company invests heavily in giving back to its community, locally and industry-wide, via education sponsorship, scholarships and instructional videos.exercitationem ullam.

James Gartner & Adam Swanlund


Bre Rodriguez

Marketing Associate

Gia Dalesio

Social Media Associate
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