Novoti is your beauty and lifestyle brand expert from A-Z. Whether you are just starting out, creating awareness around new products, or simply wanting to up sales, we have the know-how to help you unleash the full potential of your brand. We do campaigns, coaching, training, consulting and strategic work – in short, we are your one-stop agency in building brand equity and boosting sales. With Novoti on your team, you have our staff of 300+ beauty and lifestyle talents at hand, and can draw from our founders’ 30 years of experience in the business. We look forward to working with you – get in contact to learn more.

All our talents can be booked as freelance-employees, with the possibility of recruitment on a permanent basis.


Freelance & promotion staff


Coaching, face-to-face,
on location, in-situation

Product and sales training

Hotline & Support

Strategy and tactics for a
better market understanding

Sales and Sales supervision

Contact with Photographers & influencers

Novoti Academy


We are a passionate team of over 300 beauty and lifestyle talents. Between us, we can meet any wants and wishes you might have, with our diverse backgrounds and vast skill sets. But we all have one thing in common: A professional and ambitious approach to what we do. We believe that the customer can feel when we are being genuine in our wish for them to have a good experience and that we build confidence and trust through honest conversations at eye-level. We know real people – and we love to work with them.


• Beauty advisors
• Make-up artists
• Influencers
• Stylists
• Hair dressers
• Promoters
• Photographers
• Consultants
• Dermatologists
• And much more…


Co-founder, Strategic Sales Director

Maia is Novoti’s Strategic Sales Director.
With 25 year’s experience in the beauty business, Maia has worked as a sales representative, Sales & Product trainer and she has been the Sales Supervisor in Department stores all over Denmark for most of L’Óreal’s Luxe Brands.
As executive, Maia has delivered top-notch sales results with her unique recruitment skills, team building efforts, campaign management, and execution of events.
Maia is uncompromising and all-in when creating the right solution to leverage your brand.

Maia Pedersen

Co-Founder, Creative Sales & Academy Director

Heidi is Novoti’s lead creative, with a warm and loving soul.
She is ’The Principal' of Novoti Academy, and the one who makes sure that your brand is met by professional and talented people - our Novoti Talents.
As a Makeup Artist, fragrance expert, and cosmologist, educated in Paris, Heidi has many years of experience with Customer Experience from Giorgio Armani and other international brands, and as the founder of Portfolio-CPH Photographers Agency.
Working worldwide with all kinds of different people, has made Heidi a superior talent trainer and coach, with an unique eye for leveraging personality.

Heidi Rothbuhr Johnson

We are the founders of NOVOTI – two women with over 30 years’ experience in the business between us. We have different areas of expertise, but we share a passion for beauty and lifestyle and for working with people. We believe that personality makes the difference, and we believe the big picture is as important as the little detail. That is why we do everything from strategic work to training staff. We look forward to meeting you, working with you and having fun with it!