Gwen Lee creditcontrol@cimltd.co.uk Tel: 01795 509 103
Marketing Manager
Lucas Payne lucas@cimltd.co.uk
Social Media Manager
Lily Lawson socials@cimltd.co.uk
Sales Director
Tom Woollin tom@cimltd.co.uk
Chief Executive
John Denning
On the cover
Art Direction: Wendy Berry & Adam Tudor
Photography: Marta Ferenc
Hair: John Anthoney, Sara Simpson & Amelia Wilmott
Make up: Keira Wilson
Editor’s letter
With whispers of fish and chips on the beach, barbecues in abundance and some rather dubious-looking tans, this can only mean one thing… British Summertime is in full flow! Although the wind whistling through the windows and the dreary grey sky in front of me may say otherwise, I’m still remaining ever hopeful for a bit of glorious British summer.
While times remain turbulent for the industry, with an array of other possibilities opening up for your staff, we discuss how to build a salon environment that helps retain them Alongside this sits our top five tips for hiring in an ever-changing market, and a separate feature that delves into the importance of a brand promise and why this is vital for every salon.
Our second unique feature of brand partnerships looks into how to pick the right brand for your business - staying in line with your ethos, but also learning how to get the most out of these partnerships, as opposed to staying brand neutral.
As always, if there’s anything you’re keen to read about in Salon Magazine, please do reach out to our editorial team; it’s always great to hear from you.
Styling: Katie Benge Ailsa Newgreen, Editor
2025 Cogent Multimedia Limited, 1st Floor, Saphir House, 5 Jubilee Way, Faversham, Kent, ME13 8GD. No part of this magazine may be reproduced or stored in a retrieval system or transmitted in any form – electronic, mechanical or physical – without express prior permission and written consent of the publisher. Contributions are invited and when not accepted will be returned only if accompanied by a fully stamped and addressed envelope. Manuscripts should be type written. No responsibility can be taken for drawings, photographs or literary contributions during transmission or in the editor’s hands. In the absence of an agreement the copyright of all contributions, literary, photographic or artistic, belongs to Cogent Multimedia Limited. The publisher accepts no responsibility in respect of advertisements appearing in the magazine and the opinions expressed do not necessarily represent the views of the Publisher. The Publisher cannot accept liability for any loss arising from the late appearance or non publication of any advertisement.
Contents
12 SALON OF THE MONTH
As an interior lover’s dream, we feature TGB Spa, Brighton, the latest beauty hotspot and lounge, as our Salon of the Month.
15 STAFFING AND RECRUITMENT
In a tricky recruitment market, we share our top tips for recruiting, and discuss creating a salon environment that retains staff.
20 BRAND PROMISE
What is a brand promise, and why is it important for every salon?
25
PRODUCT FOCUS
We share products that are hot off the press to keep your salon as up-to-date as possible!
27 BRAND PARTNERSHIPS
Looking for the ultimate brand partnership? We explore how to find the brand that’s right for your salon, and how to make the most out of this pairing.
Richard Ashforth Unveils Bespoke Series of House of Sassoon Courses For 2025
House of Sassoon announces a transformative series of advanced education experiences hosted by Richard Ashforth, Sassoon’s International Creative Director. Designed for professional stylists seeking to elevate their craft, the four bespoke courses provide a rare opportunity to learn directly from one of hairdressing’s most respected creative forces.
With a career defined by precision, innovation and global influence, Ashforth brings his refined aesthetic and technical expertise to an intimate programme of immersive learning. Each course is crafted to push boundaries, refine skills and ignite creative vision—always with Sassoon’s philosophy at its core.
Salon Trends With Richard Ashforth
Date: 26 August 2025
Location: London
Duration: 3 Days
Tuition: £2,013 (ex VAT)
Highlights:
• Trend analysis and commercial translation
• Hands-on cutting and finishing sessions
• Focus on suitability, street style, and client diversity
Image Masters With Richard Ashforth & Mark Hayes
Date: 03 November 2025
Location: London
Duration: 3 Days
Tuition: £2,844 (ex VAT)
Highlights:
• Visual identity development from concept to capture
• Editorial styling and personalised mentorship
• Professional image for portfolio and social media
How to book:
Cutting Hair With Richard Ashforth
Date: 29 September 2025
Location: London
Duration: 3 Days
Tuition: £2,013 (ex VAT)
Highlights:
• Refined sectioning, proportion and balance
• Personalised exploration of Richard’s artistic process
• Adaptation of classic Sassoon methods to modern clients
Photographic/Editorial With Richard Ashforth & Zsolt Nagy
Date: 08 December 2025
Location: London
Duration: 3 Days
Tuition: £2,844 (ex VAT)
Highlights:
• Editorial styling principles and backstage techniques
• Hair movement, texture, and light exploration
• Professional photoshoot and final image creation
Olivia Garden Europe, a global leader in professional hair tools, is proud to announce its official certification as a B Corporation. The company joins a growing global movement of businesses using their influence as a force for good.
Following a rigorous certification process, Olivia Garden has been recognised as a Certified B Corporation for its commitment to social and environmental performance, accountability, and transparency. “This certification is more than a milestone. It is a reflection of who we are and what we believe in,” says Kai Ziekursch, General Manager of Olivia Garden. “We could not be more proud. It shows that excellence in product design and social responsibility can go hand in hand. It is a promise we make to our customers, our employees, and our planet.”
Olivia Garden’s efforts span a wide range of initiatives, including sustainable product innovation, ethical and transparent supplier relationships, an inclusive and people-centred company culture, and an increased focus on environmental responsibility through improved packaging solutions and conscious operations.
“This journey was long, detailed, and at times challenging, but deeply rewarding,” adds Marie Hélène Aldenhoff, Lead Vendor and Operations Management, who became a B Leader during the process to help guide Olivia Garden towards certification. “Every department, every colleague, every small change played a role in helping us get here. This certification belongs to all of us.”
Phorest Launches New Referrals Feature,
Offering Salons a Seamless Way to Grow Their Client Base
Phorest Salon Software, a global leader in technology for the beauty industry, is excited to announce the launch of its new Referrals Feature, designed to help salons build a strong, loyal customer base through personalised referral programmes.
This innovative new feature allows salon owners to create reward-based referral programmes directly within the Phorest system. Salons can offer vouchers to clients who refer friends or family, as well as to the referred individuals, encouraging them to make their first booking.
Key Benefits of Phorest’s Referrals Feature:
1. Reward Structure – Salons can create custom voucher rewards for both the referrer and the referred clients, making it easier to incentivise customers to recommend the business to friends and family.
2. Easy Integration – Once a referral is made, the new client’s profile is automatically created in Phorest’s system, which also tags them as a referral for tracking and reporting purposes.
3. Marketing Campaigns – Phorest allows salons to promote their referral programmes through email and SMS marketing, generating unique referral links for clients to share.
4. Proven Results – With a conversion rate of 79.8%, most referrals lead to booked appointments. This feature brings a significant revenue boost by turning new customers into loyal clients who already have a positive association with the salon.
Wella Professionals Named As Offical Partner Of F1 Academy™
F1 ACADEMY™ announced a global partnership with Wella Company, naming the No.1 salon colour brand in the world Wella Professionals as Official Partner of the all-female racing series.
The multi-year partnership between Wella Professionals and F1 ACADEMY reflects a shared commitment to inspire a new generation of women to pursue their highest ambitions and express their individuality.
Beginning with Round 4 at the FORMULA 1 PIRELLI GRAND PRIX DU CANADA 2025, Wella Professionals will be proudly represented on the F1 ACADEMY grid by Joanne Ciconte, in the Wella Professionals operated by MP car. Wella’s bespoke livery coincides with the launch of the brand’s new global campaign Make It You, which encourages people to define beauty on their own terms while championing self-expression through limitless creativity.
This announcement follows a year of significant audience growth for F1 ACADEMY with seven races across three continents in 2025, broadcasters in over 170 markets, and the highly anticipated documentary series F1: THE ACADEMY now streaming globally on Netflix.
Susie Wolff, Managing Director of F1 ACADEMY said: “We are very proud to welcome Wella Professionals as an Official Partner in the beauty company’s first-ever venture into sports sponsorship. It is fantastic to see Wella Professionals, a brand driven by innovation and championing creative craft for more than 140 years, boldly back women’s sports while supporting our mission to fuel the future of women in motorsport.”
The Future of Blonding is Here
Introducing Quif magi:tone with the ability to lighten, tone and condition in one step, setting the tone for a new era in professional hair colouring.
Why Stylists Are Switching to magi:tone:
- Save time: Lift and tone together, with faster lightening thanks to tone deposit.
- Cut costs: Fewer steps, less product.
- Stay consistent: Pipette-controlled tone drops for reliable results, every time.
- Customisable colour: Use alone or combine drops to create bespoke shades.
Say goodbye to multiple bowls, lengthy processing times, and brassy results. Quif magi:tone is the intelligent lightening and toning system that lets you lift, tone, and condition in a single step – with built-in bond protection and nourishing Argan Oil.
Created for time-strapped stylists and colour perfectionists, the Quif magi:tone system transforms the way you lighten by depositing tone as you lift. The result? Faster, more predictable blondes – no separate toner required.
Whether you’re neutralising stubborn brass or enhancing delicious warm hues, magi:tone tone drops give you full creative control. Use Violet to cancel
yellow, Blue to fight orange, Yellow to boost golden tones, or Red to craft rose gold, copper or red-blonde results. Mix and match for endless colour possibilities.
Partial or global application? No problem. Magi:tone drops + bonded lightener + the right accelerator = perfectly lifted, beautifully toned hair – all in one go.
This is not just colour. This is intelligent colour. This is Quif magi:tone
What’s
Inside
the Magic:
- magi:tone bonded lighteners: 7+ and 9+ levels of lift
- magi:tone tone drops: Violet, Blue, Yellow & Red
Anthoney, Alan Howard Education Manager on Quif magi:tone
What attracted you to Quif magi:tone compared to other products on the market?
Quif magi:tone stood out because it’s not just another lightening product. Its ability to lift and tone simultaneously is both intelligent and time-saving. Magi:tone is saving you time and money whilst giving you ultimate control over your result.
How have you found Quif magi:tone to transform the way you lighten hair?
It’s completely changed the game. I no longer have to compromise between lift and tone; magi:tone does both in one step, which saves time without sacrificing quality. It gives me more creative freedom, should I want to lift and neutralise or lift and add warmth. I can achieve beautiful results with fewer stages.
What difference have you noticed in client hair health since using Quif magi:tone?
The difference is noticeable. Hair feels softer, looks shinier and maintains its integrity even after being lightened. The formula has a built-in bond, along with argan oil. The hair is more refined and requires fewer processes.
With Quif magi:tone depositing toner as it lifts, how will this help reduce salon costs?
By combining the lift and tone steps, magi:tone reduces the need for multiple products, extra toners and additional appointments. This not only saves on product costs but also cuts down on time per client. Quicker services for clients who are limited with time, it’s efficient, economical and incredibly smart for modern day hairdressing.
The Dye’s the Limit
Featured as this month’s Rising Star is Courtney, @courtneyalexandrahair, discussing her journey into the industry, and why colouring treatments truly have her heart.
Please introduce yourself and tell us what ignited your passion for hair.
I’m Courtney, 28 years young and working at ‘Tizards House of Hair and Beauty’ in Seaham. I’ve always loved hair, and would go to the hairdressers with my mum when I was little, and help around with odd jobs, saying, ‘I’ll be a hairdresser one day.’
By the time GCSEs came around, I chose hairdressing as one of my options. Following this, I entered local and national hairdressing competitions, which inspired me. Could something so fun and creative really be a job? The social aspect, whether that be with colleagues or clients, all of whom became friends, makes every day so different, and you’re never alone, creating your own safe space for you and someone else. Knowing that when clients leave they are happy is such a fulfilling feeling.
Whilst at college, I worked in a local salon and wasn’t happy with the standard of work. I explained this to my colleague lecturer and said, ‘If this is what hairdressing is, then it’s not for me.’ Following this, Jen Deighton took me on as an apprentice at the age of 17. This is when I had to retrain to Toni and Guy standards with a team full of talented hairdressers, all specialising in their own niche. So, I took the best out of each person and trained in each aspect of hairdressing to a high standard.
To qualify to work on the salon floor and have my own clients, I was required to do a presentation of 15+ models, with all hair pre-coloured and cut, explaining each look to various industry experts. The training was intense, working full days as an apprentice and then staying late into the evenings to prepare.
What would you describe your speciality as, and how did this define your target audience?
Tricky one! Although I do love cutting hair, especially precision haircuts like a bob, as they’re timeless and very rewarding, my speciality would be
colour; it truly has my heart. I love how colour can totally change and transform someone’s look. It’s tailored to them, whether that be creative and bold or seamless and blended. I love all aspects of colour work, but my most requested would be blonding.
My favourite look that people come
in for is ‘lived in,’ low maintenance, and high impact, and I am a huge fan of the Sabrina Carpenter fringe ‘bangs.’
All of your hair imagery looks stunning! Please tell us, how did you find your style, and what are your tips for other specialists trying to stand out?
My main words of advice would be to stay consistent and show up. Social media is a huge factor, but you also need to believe in yourself and your brand. Although social media plays a huge role, you can’t beat word-of-mouth referrals, as these clients have come to you through personal recommendations.
I’d also encourage trying new things! They may not always work out, but it can always be fixed. Get those models in and get practicing; setbacks don’t mean failure.
How do you make sure your treatments stand out from competitors?
I would like to think it’s not my services that stand out to people, as there will always be hairdressers offering the same or similar services, but it’s the way I conduct myself, the results I get, and the expertise that I have to try and always deliver high standards of work. I never want to stop learning!
What has been your career highlight so far, and what are your goals for the future?
A career highlight for me has definitely been working backstage at London
Looking to the future, my plans are to
just continue to grow, and see where that can take me and what opportunities present themselves along the way.
Fashion Week with the likes of Efi Davies for designer Kay Kwok @kwkbykaykwok.
Salon of the Month
TGB Spa, Brighton
The design takes inspiration from its location and the unique blend of coastal charm and city energy.
Based in the heart of Brighton, a stone’s throw from the beach (can anyone else hear waves crashing?), sits TGB Spa by DKollection. Offering an array of worldleading luxury services in a carefully curated aesthetic, the design is minimalist-meets-modern-chic, with calming, warming tones from the marble carefully juxtaposed with bold lighting features. The moment a client enters, they are invited into a space that evokes a feeling of inclusive luxury.
The spa menu offers everything in one space, from manicures and pedicures, massages, facials and lashes to laser treatments and lymphatic drainage. The spa also has a full-service hair studio, led by L’Oréal-trained stylist and colour specialist, Luke Tyrrell. Recognising busy lifestyles, unique multi-tasking treatments are also available, so clients can save time with an LED mask while receiving a pedicure in a treatment chair.
Looking at the finishing touches, the design takes inspiration from its location and the unique blend of coastal charm and city energy. Everything about the space has been designed thoughtfully to curate a sanctuary where people can recharge, rejuvenate and find balance. Daisy Kalnina, founder of The GelBottle Inc. and DKollection, shared, “Of course, my personal aesthetic is at the heart of all our properties, and the design for the spa is no different. It’s my signature minimalist-meetsmodern-chic vibe.”
When hiring for TGB Spa, the first priority was hiring highly skilled therapists who bring something special to their treatments that they’ve gained through experience and training. Another important factor was someone who puts their clients first, someone who thinks of everything from offering guests a hot drink if they look cold to explaining how to take care of their nails in-between appointments. Daisy emphasised, “We want people to feel relaxed and taken care of, and that has to come from the atmosphere created by myself and our staff.”
Many clients note the “wow” factor when they visit, with the feeling of comfortable luxury leading clients to express they want to, “Live in the spa or visit every day!” Daisy joked.
When curating the treatment menu, it was crucial to take into consideration the target audience. For TGB Spa,
acknowledging the busy lives of professionals was key, and Daisy noted, “We like to offer what we call ‘Classic Combo’ treatments, where you can basically combine two or more services such as manicures, pedicures, blow dries – true luxury multi-tasking!
“I also wanted to make sure we were offering a big array of treatments, so clients can get everything they need in one place. As a beauty junky myself, I tried to bring in all the treatments I like to get for myself!” Daisy added.
In what is notoriously a competitive industry, marketing and brand difference are crucial. With the spa following on from the success of The GelBottle Inc., this provided a substantial ‘leg-up’ with the opening. Daisy acknowledged, “Through The GelBottle Inc. and Dkollection, we’re very lucky to have loyal fans who were already excited to come visit the spa and shout about it. Having that trust and authority from day one is a huge benefit, and gives us a platform to approach our marketing in a unique way, from an expert and founder-led perspective.”
To differ from other salons and spas on the market, providing clients with the ‘Classic Combo’ enables them to get as much as possible out of the time they’re dedicating to themselves. As people’s schedules become more packed, they’re time-poor, meaning multi-tasking is definitely the answer. At TGB Spa, the team also try to be as agile as possible, as Daisy shared, “If I see a new treatment I like, or I meet a therapist who impresses me, I get them into the spa and try them out! I never want to stop trying new treatments for our clients.”
When asked what the biggest milestone has been so far for the spa, Daisy proudly shared, “To be honest, seeing every single step of this process has felt like a huge milestone. From dreaming up the idea to building the spa from scratch, it has been such a labour of love. Seeing the website go live and getting those first customers through the door was huge!
“I love feeling like we’re truly immersing ourselves in the Brighton community, from hosting local business owner events to hiring local therapists and nail technicians who have trained with us. It’s been such a full-circle moment for me!”
Providing clients with the ‘Classic Combo’ enables them to get as much as possible out of the time they’re dedicating to themselves.
Create bright, beautiful blondes your guests will love—without fumes. Color Purity’s Pure Brilliance lifts up to 9 levels without ammonia, irritating fumes or compromise on performance.
Staffing & Recruitment
Dream Team
Recruiting new people to your team can be challenging and requires a clear vision of what you’re looking for. We hear from Benjamin Shipman, co-founder of The Hair Movement Sidcup, as he shares his top five tips for recruiting new team members.
Identify Your Needs
Before you start the recruitment process, make a list of the attributes you want from a new team member. Don’t just list the skill deficit that needs filling; list the personality traits you want from someone joining your team. Someone who has all the right skills, but a personality that jars with the existing team can prove demotivational for everyone and have a detrimental effect on your business.
Know Your Brand
To find the right people, you first need a clear vision of what your brand stands for, and have confidence in it. If you want to recruit someone who is a fit for your brand, you need to know what the goals and ethos of your business are. This way, your communication will be much clearer, and prospective employees will understand what you are looking for and have confidence in you as an employer.
Don’t Instantly Reject CV’s
Not everyone is great at writing CVs, so, it’s sometimes worth going back to an applicant and requesting more information about them. If they make the effort to provide what you ask for, it shows they have drive and commitment.
Be Aware of the Commitment Needed
I have the utmost respect for salons that take on apprentices, but you need to be aware of what a huge commitment it is to train someone from scratch. I prefer to take someone in their late 20s or early 30s who has established skills and passion, but maybe needs motivation. I enjoy helping people become the best version of themselves.
Be Transparent
During the recruitment process, ensure no-one is oversold. It’s vital to be completely transparent about what they can expect and what is expected of them. If you can’t deliver something, don’t say you can; this will just lead people to become disillusioned and demotivated. Also, make sure they know the kind of commitment and work ethic you expect from a team member. Give them all the information they need to make an informed decision - remember, recruitment is a two-way process.
Stop the Split
In an industry where staff turnover has the potential to be high, salon owners play a crucial role in creating a work environment that encourages long-term retention. We explore practical strategies to cultivate a positive salon culture where stylists feel valued, challenged and motivated to stay.
With a salon only being as strong as its team, finding the right staff can sometimes feel like gold dust. And so, when you’ve built your team, holding onto staff is a priority! With the rise of freelance work and an array of salons for professionals to move to, for many, their next job may never be too far away. You may be thinking, ‘Well, how can I get them to stay?” We hear from industry experts as they discuss how to build a salon culture that facilitates long-term retention, an invisible, but potent, force that shapes everything from the team’s enthusiasm to client experience.
Let’s be honest, high staff turnover isn’t just inconvenient, it’s also detrimental to the business. It’s costly, time-consuming and a real distraction from day-to-day business. You pour your training, support and trust into someone,
Career development isn’t optional anymore.
and, just as they’re hitting their stride, they’re off. Looking at the average length of time in the industry, Phil Jackson, salon business coach, shared, “From years in the salon industry, I’ve found this to be true: plan for around 3.5 years. That’s a sensible benchmark for how long most team members stay when you’re running things well.”
Joe Emir, Managing Director of Inanch London, shared, “We are quite fortunate that our average staff member tends to stay with us for over 7 years, with a couple of team members still with us since we opened our salon 20 years ago!”
In reality, nobody joins your salon with
the hope of leaving, but, at some point, their expectations and needs haven’t been met, and they’re forced to look elsewhere. One of the biggest reasons stylists leave? They can’t see a future with you. I’m sure many would prefer to stay and remove the stress and worry of job hunting, but it’s just not possible. Phil acknowledged, “Career development isn’t optional anymore. If you’re not offering a pathway (into training roles, senior positions, management, or competition work), then don’t be surprised when they create their own route.”
The key to facilitating a space that’s right for your staff? Listening. Managing
Director of STIL Salon, Alex Barron Hough, encouraged understanding what motivates each individual, as not every space is right for everybody. Alex recalled, “There’s that great saying, ‘The grass is always greener on the other side,’ but the truth is, it’s greener where you water it. That mindset is central to how we lead.
“We believe in creating a culture where people feel respected, encouraged, and safe to grow, whether that’s through education, creativity, financial stability or all three. When people feel nurtured, they stay.”
Getting into the finer details, start by building a business they can believe in. Team members, especially younger ones, want more than a wage; they want purpose, values and a culture they can connect with and be proud of. Phil shared, “The problem is that most salons haven’t defined what they stand up for. Or, if they have, it’s vague, inconsistent, or not lived out on a day-to-day basis. If you want loyalty, be crystal clear about what your business is about.”
Phil continued, encouraging salon owners to, “Explore what is truly important in your salon and what truly guides decisions and behaviours. Get your team involved in the conversation to ensure buy-in. From there, distil your values into a few clear, actionable statements.”
Joe offered a similar approach and suggested, “Set out clear roles and responsibilities for every staff member, ensuring that they all contribute towards the successful running of the salon. Make sure that management are always approachable and don’t create barriers to prevent employees from voicing their problems.”
When considering your salon values, factor in the type of environment that may help retain staff. At STIL Salon, the team has cultivated a space that balances extremely high creative standards with a genuine sense of care and connection. Alex emphasised, “Culture is everything; get that right and the rest will follow. When stylists feel they’re seen as an individual, not just a job title, they’re far more likely to thrive and stay.”
Our industry has evolved and will continue to evolve, along with the expectations of our teams, and it’s essential to recognise that not everyone
When stylists feel they’re seen as an individual, not just a job title, they’re far more likely to thrive and stay.
has the same motivators. For some, the priority is financial, for others, education, and, for those who are creatively driven, it’s more important to them to enter competitions and take part in editorial shoots. Alex shared, “At STIL, we’ve moved away from a one-size-fits-all model and instead focus on listening and supporting people through their individual goals. We genuinely want our team to flourish, their success is a mirror of ours. It’s simple, they win, we win!”
When the time comes to hire for your salon, ensure you don’t panic and settle for what you can find; this undermines everything. Phil explained, “Stop hiring out of panic. A poor fit does more damage than a short-staffed schedule ever will. Keep your recruitment materials ready so you can act calmly when the
time’s right.”
Last, but most definitely not least, have a look a little bit closer to home! Be the leader you wish you had to guide your team forward. Phil suggested, “Communicate often, set clear expectations, and coach your team towards excellence. Be steady, supportive and solution-focused. When your business is moving forward, your team will feel it and want to be a part of it.”
Everyone’s industry journey is unique, and no employment journey will be the same. Yet, ultimately, employment longevity comes down to a mutual commitment from the stylist and the salon, through creating a place staff want to stay due to support, exciting challenges and career progression.
Delivering on Every Promise
With a brand promise as an integral part of your salon, we hear from Sheona Will, Bloom Group Founder, as she discusses what a brand promise is, why it is vital for every salon and the impact this has on staffing and recruitment.
To Bloom, what is a brand promise? Please discuss yours and how this came about.
At Bloom, our brand promise is the heartbeat of everything we do. It’s what we stand for, what we show up for, and what our guests can rely on. It’s not just a pretty statement on a wall; it’s our
commitment to delivering great hair consistently, across every Bloom location, every single day.
When I first launched Bloom in 2019, I had a crystal-clear vision in my head of what I wanted the brand to be – from the atmosphere to the service and, of course, the hair. That vision resonated with the early team, the ones who helped
me build it from the ground up.
As we grew, I realised that what felt clear to me wasn’t translating clearly or consistently to everyone else. So I went back to the drawing board with my leadership team and the wider salon family. We didn’t throw everything out –we kept what mattered most and made it sharper, more visual, and more rooted
Sheona Will
in our creative identity. The result? The Bloom Promise. It now runs through everything: our recruitment, our training, our brand communications, and most importantly, our guest experience.
Speaking of brand promise, why, to a salon, is it so important?
Because it’s your North Star. It keeps you steady in the chaos and focused on what actually matters – your guest, your team, and your standard. In our industry, trends change, challenges come thick and fast, and it’s easy to get distracted. But a strong brand promise is a constant. It’s your quality control, your creative compass, and your cultural glue all wrapped into one. Without it, you risk becoming inconsistent, and in this business, inconsistency is the fastest way to lose trust.
How can you involve staff in a brand promise? In turn, what impact does this have on staffing and recruitment?
A brand promise can’t just be handed down from the top; it’s got to be built in collaboration. When we refreshed the Bloom Promise, I made sure it wasn’t just my voice in the room. The team helped shape it, challenge it, and refine it. That process was essential because they’re the ones who have to live it out day-today.
And what does that do for recruitment? Everything. When you’ve got a clear promise that your team believes in, it sets the tone for who you attract. It’s not just about finding technically good people; it’s about
finding people who get the culture, who feel energised by the same standards and values. It makes onboarding smoother, team dynamics stronger, and retention better. People want to belong to something that feels well-defined and meaningful.
It’s great having a brand promise, but how can salons ensure this is actually delivered?
This is where the hard work starts and where many salon owners trip up. You
can’t just do a jazzy launch and hope it sticks. It’s about coaching, reinforcement, and accountability. We’ve embedded the Bloom Promise into every layer of our business – from induction plans to training touchpoints, from how we review performance to how we handle pressure points on the salon floor.
It’s not one-and-done. You’ve got to keep talking about it, checking in on it, celebrating when it’s working and course-correcting when it’s not. We also gather our leadership team twice a year to reconnect with the promise and make sure it’s still aligned with where we’re going next. That commitment makes the difference between a brand promise being lip service or lived experience.
Any additional thoughts?
Don’t overcomplicate it. Your brand promise isn’t about trendy words or flashy graphics. It’s about defining, clearly and honestly, what your guests can count on you for and what your team are proud to deliver. And once you’ve got that clarity, your job as a salon leader is to protect it, promote it and keep it alive in the everyday. That’s what turns a good salon into a great brand.
The Hidden Risk of Underinsurance
Running a successful salon takes more than style and service – it requires smart business decisions, including the right insurance cover. Yet a surprising number of salon owners are unknowingly leaving their businesses exposed through underinsurance – a silent risk that only surfaces when it’s too late.
What Is Underinsurance?
Underinsurance occurs when the insured value of your business assets – from salon equipment and stock to the buildings –is less than their actual replacement or rebuilding cost. In the event of a claim, this will mean the “average clause” may be applied, meaning only a proportion of your loss will be paid. For example, if you insure your contents for £20,000 but their actual value is £40,000, a claim for £10,000 might only pay out £5,000.
Why Does It Happen?
There are several reasons underinsurance is common in salons:
Outdated Valuations: Over time, the value of equipment and fit-out increases due to inflation or upgrades, but insurance policies aren’t always reviewed accordingly.
Renovations or Refits: New styling chairs, premium basins, or added treatment rooms increase asset value, but the policy isn’t updated.
Misunderstanding Cover: Some businesses confuse “market value” of
the property with the “rebuilding cost” – the latter being the basis the building should be insured for.
The Real-World Impact
The consequences of underinsurance can be financially devastating. Imagine a flood or fire that damages your premises and equipment. If your insurance only covers half of the actual loss, your payout may not be enough to recover, leaving you to cover the shortfall – or, in worstcase scenarios, close your doors. Beyond financial loss, there’s also the emotional toll and business interruption. Rebuilding client trust, replacing tools of the trade, and regaining momentum can take months, or longer.
How to Protect Your Salon
Review Annually: Make it a habit to review your policy every year or after any significant change to your business.
Use Professional Valuations: Work with a broker or specialist who understands
salons to get accurate valuations. For the buildings you should seek the guidance of a professional buildings’ surveyor.
Check the Detail: Ensure your policy reflects the correct levels of cover.
Ask Questions: If in doubt, ask your insurance adviser to explain what your cover includes and what it doesn’t.
Final Thought
Insurance should be a safety net, giving you confidence and peace of mind. By understanding the risk of underinsurance and working with a broker who knows your industry, you’ll protect your investment, your team, and your peace of mind.
For help with your business insurance, contact Morgan Richardson Ltd on 0800 731 2940 or visit www.morganrichardson.co.uk/saloninsurance for more information.
Free Wigs Provide Lifeline and Dignity
The Little Princess Trust has now provided thousands of wigs to children and young people with hair loss. And behind every wig is a different story. Here, Nellie Dougherty describes the personal challenges of hair loss and the help that is available.
Ihave been living with alopecia areata since I was 11 years old, losing over 70% of my hair when I was 18. Since then, I have been fortunate enough to wear three beautiful wigs provided to me by The Little Princess Trust (LPT).
Naturally, my experience with alopecia has been marked by many ups and downs; in the beginning, I grappled with ill-fitting hairpieces, itchy wig caps, and, most uncomfortably, the feeling of being abnormal and different from every other girl my age.
I first heard about LPT through the doctor who diagnosed me. When I first considered the option of wearing wigs, I was 18, weeks away from my A-Level exams.
I felt totally overwhelmed with the gravity of what I was dealing with –seeing an entirely new appearance before me in the mirror, and the emotional impact that came along with this physical change.
Naturally, I had always connected my long, healthy hair with my femininity and womanhood. When my hair
disappeared, with it went my sense of self, as I knew it as a young woman. When I reached out to LPT, I was met with nothing but warmth, kindness, and total understanding of what I was going through.
I was given a colourful variety of options for wigs, myself the centre of the selection process, which really empowered me to feel in control of my appearance at a time when that aspect of myself felt so much out of my hands.
I was able that first time, and each time since, to find a wig that perfectly suited me, providing me with an invaluable sense of comfort, confidence, and agency.
At first, having a wig really helped me feel like myself again, allowing me to go out without feeling the heavy weight of stares or awkward questions.
Soon, they became much more, evolving into tools of self-expression. Something I’ve really loved about my wigs is their versatility - I’ve had a lot of fun styling them, experimenting with curls, waves, fringes, layers, headbands, and scarves.
My wigs have allowed me to feel like I have options in my appearance, and that I could once again participate in fashion and beauty the way I did before.
Having alopecia is much more than just losing your hair – it’s about learning to navigate a significant personal and physical difference, in a society that often isn’t quite sure how to react to it.
For many people like me, the support LPT offers goes far beyond the beautiful wigs they provide free of charge. It is a lifeline, it’s empowerment, for some, it is dignity.
The charity’s wigs are freely available to anyone up to the age of 24.
Nellie Dougherty has received three wigs from The Little Princess Trust.
Why Your Booking Link Isn’t Enough
In beauty, brand is everything. It’s more than a logo or a colour palette; it’s the feeling clients get when they interact with your business. And in such a visual, client-driven industry, your brand’s impression starts long before someone sits in your chair. In fact, it starts the moment they book.
That’s where Styler comes in. We believe beauty professionals deserve more than a generic booking link buried in a bio or outdated website. Clients expect an experience, and your brand should deliver one from the first tap. That’s why we help salons and independent stylists build their own fully branded mobile app, not just a tool, but a true extension of your business that reflects your aesthetic, voice, and quality of service.
Clients notice the details, and with Styler, your brand carries through every part of the client journey, right down to the app icon on their phone.
When you partner with a booking system that puts your brand front and centre, everything changes. It’s not about fitting into someone else’s template; it’s about creating a seamless, stylish experience that feels like you.
Why Is Having Your Own App a GameChanger?
Here are the top three reasons beauty pros are switching from basic booking links to custom apps with Styler:
1. You’re More Accessible
Your clients live on their phones and expect your services to live there too. Your own app makes it easy to book,
“Everything in the salon is pink — the uniforms are pink, my gloves are pink, even the snacks on the pink snack trolley are PINK! And now I have my very own PINK Derma Dolls app!” — Paula, Derma Dolls
reschedule, and browse 24/7, without messy links or slow websites. It’s a smooth, modern experience, just like your brand.
2. Better Communication
Texts get lost. Emails get ignored. Push notifications? They’re read, with an average open rate of 80%, compared to just 32% for emails. Send last-minute openings, promos, and reminders instantly and in your voice.
3. Showcase Your Work Visually
Beauty is visual, and your app should be too. Use it as a digital portfolio, display your best work, and connect your Instagram to stay fresh and engaging.
In a saturated space, standing out means offering more than great service; it means giving clients a full brand experience. With Styler, your brand follows them home, right on their phone screen.
Join hundreds of salon owners already levelling up with Styler. We handle the design, setup, and launch — turning your booking system into a full brand experience.
Visit styler.digital to learn more.
PRODUCT FOCUS
Crazy About Chrome?
Glitterbels proudly introduces Glitterbels Chrome Crazy Powders, the launch of their first chrome powder collection.
After testing the chrome formula for the best part of 24 months, ensuring fantastic coverage, application, colour range, and lasting wear, the collection has finally arrived!
With gorgeous pigments in 27 different shades, with pressed, loose and flaked versions available, go crazy and unleash your creativity with texture and colour shift powders to create bold designs for your clients. www.glitterbels.com
OSMO Guardian Angel Anti-Humidity Veil
Welcome the NEW OSMO Guardian Angel Anti Humidity Veil, created to tackle the frizz demons and protect your hair from humidity. Fighting the everyday hair concerns comes naturally to OSMO Guardian Angel. Humidity and frizz just met their match as this lightweight formula creates an invisible, waterresistant veil to help fight the age-old battle between all hair-kind and frizz. www.osmohair.co.uk
Space-Saving Solutions
Washing clients’ hair in the bath or over the kitchen sink has long been the only option for many at-home stylists. Not anymore! That’s where Custom Basins steps in. Their 800mm Backwash Basin offers a sleek, professional solution that requires no mains water connection - meaning no costly plumbing work.
Designed with a fully automatic hot and cold water system, it delivers consistent pressure using a 25L water can (supplied), an instant water heater, and a separate waste collection system. Arriving fully assembled and ready to use, the unit features a Deep Lotus tilting basin, built-in neck rest, and integrated storage - ideal for keeping any space looking clean and organised.
The standard backwash unit is available in gloss white, but for those looking for something more tailored, Custom Basins also offers bespoke options to suit individual style and space.
www.custombasins.co.uk
Inner Repair Meets Outer Volume Some Like it HOT!
A buildable, lightweight volume spray formulated with the k18peptidetm K18PEPTIDE™ to reverse damage that can especially impact fine, fragile, aging, and breakage prone hair and a hair fiber volumising blend to help hair look and feel fuller, for flexible and natural-looking bounce from roots to ends. Improves volume at the root and mid-lengths for up to 2 days - with or without heat styling on dry or towel-dried hair. www.k18hair.co.uk
HIVE®‘s range of Hot Wax Pellets 700g are ideal for treatment areas that get more exposure as the temperatures rise, making them a summer waxing essential. No wax strips are required as the wax grips the hair as it sets, allowing therapists to remove comfortably and easily using only their hands. Providing excellent economy and efficiency, the small pellets size helps create workable wax quicker and gives greater control over product usage per treatment, whilst the re-sealable bags ensure no wastage. Whether focusing on sensitive skin, intimate areas, luxurious treatments, or vegan formulations, HIVE® has a solution to match.
www.hiveofbeauty.com
Brand Partnerships
Meet your Match
The brands you use and partner with in your salon make a considerable difference to how clients perceive your salon, and help shape their overall experience. We provide our five top tips for finding the right brand partnership for your salon.
Understand the Consumer
The first step to finding the perfect brand to partner with in your salon is to identify your target demographic and determine what those clients want and need. Consider the services you offer and the types of clients you serve; think about the age of your clientele, best-selling treatments and amount of disposable income. Understanding your niche will help narrow down your options.
Try Products Yourself
Being the biggest advocate for your own brand, it’s crucial to try products on your own hair or skin and see the results for yourself. Using the products yourself enables you to engage with clients and share your own user experience. Samples allow you to evaluate the products’ quality and effectiveness without an initial investment.
It’s strongly advised to, where possible, to try out professional treatments from each brand to understand the experience from a client point of view. Any products sampled would be homecare products to help maintain the effects of a professional treatment.
Do your research
The beauty industry is brimming with the latest launches; it’s important to get a feel for what’s out there. From the household names to smaller brands, the options are potentially endless. To find out available brands, consider reading trade magazines, asking other industry professionals, listening to client opinions or visiting trade shows.
It’s important to scope out what your competitors are offering and understand how to have the edge above them. Take time to research what similar businesses are offering, researching potential brands and considering if there is demand that currently isn’t being met by your competitors, enabling you to offer something a little different. Consider also asking your clients what it is they want. A little bit of digging can go a long way!
Seek Client Feedback
Your clients’ opinions are invaluable when it comes to partnering with the right brands and stocking your salon with the right product. Encourage guests to leave feedback after their visit, and ask for their input on what they’d like to see on your shelves. Consider using social media to gather preferences, or suggestions from clients as to what they’d like to see stocked in your salon!
Sustainability
Even though you may not be deemed a sustainable salon, looking at a brand’s eco-initiatives should be high up on your tick-list when looking to partner with new salon brands. With a lot of clients making consciously sustainable decisions when it comes to health and wellbeing, ensure your product choices keep up with client expectations.
Custom Basins is the home of award-winning, no mains water vanity units that don’t break the bank.
Designed for salons, studios, and commercial spaces without plumbing access, their fully automatic sink systems deliver hot and cold water at consistent pressure – no pedalling, no plumbing, just plug in and go. From compact vanity sink units to backwashes and even bespoke options to suit your needs, each product combines style, function, and flexibility.
Approved by many UK councils for licensing purposes, Custom Basins is a trusted solution for professionals across the UK, US, and Canada. Founded by husband-and-wife duo Niko and Annie, this family-run business offers free delivery and flexible payment plans to help you get started without the upfront pressure.
Making Waves in Anti-Ageing
With innovation, transparency and results being increasingly demanded by discerning clients in both consumer and professional sectors, we hear from Apeer Beauty as they discuss their latest developments and becoming a distinctive brand in this busy market.
In a market saturated with skincare brands, Apeer Beauty is carving out a distinctive space as a science-led, luxury skincare brand developed by dermatologists in Denmark. This cutting-edge brand merges clinical efficacy with elegant simplicity, offering skincare solutions that not only perform but elevate the daily skincare experience for users.
One of the most exciting new developments from the brand is the Apeer Lift Serum, part of the newly launched LIFT Collection. At the heart of this advanced formulation is RetinART®, a groundbreaking active ingredient poised to redefine the way we approach retinolbased skincare. RetinART® is a clinically proven, algae-derived alternative to traditional retinol. Unlike conventional retinol, which is often associated with irritation, dryness, and sensitivity, RetinART® delivers the same visible results—such as smoother skin, reduced fine lines, and improved elasticity— without the typical side effects. This makes it suitable for even the most sensitive skin types – making it sun & pregnancy safe – expanding its appeal & use across a wider demographic. It’s also clinically proven to be more effective than retinol.
Apeer’s Lift Collection has already gained notable media recognition, having been featured in British Vogue, which praised Apeer for “elevating your skincare routine” with its “clinically proven” formulations.
Clinical insights and customer feedback have shown that clients using Apeer’s products will experience visible changes in skin texture and tone –sometimes within just two weeks!
Fine lines appear softened, skin feels firmer, and a more radiant complexion is noticeable. The formula also includes four types of hyaluronic acid for deep hydration, niacinamide to brighten and even skin tone, and stabilised vitamin C to boost radiance and support collagen production.
Apeer Beauty is also committed to offering a modern, personalised approach to skincare through its complimentary AI skin consultation, allowing users to receive tailored product recommendations based on individual skin needs. This high-touch digital experience enhances consumer engagement and provides professionals with a valuable tool for client consultation
and product pairing.
For beauty retailers, spas, and clinics looking to partner with a brand that balances scientific credibility with luxurious, results-driven formulations, Apeer Beauty represents an exceptional opportunity. With its clean Danish aesthetic, innovative actives like RetinART®, and dermatologist-led development, APEER is not just another skincare line—it’s the future of smart, sustainable, and science-powered beauty.
The perfect addition for any clinic. hello@apeerbeauty.co.uk @apeerbeautyuk www.apeerbeauty.co.uk
Client: Suffered with Signs of Aging
Results: After 2 weeks
Products: Lift Serum, Lift Day Cream, Cleansing Gel
Apeer Beauty’s Lift Collection features a revolutionary new skincare ingredientRetinART®—a natural, algae-derived alternative to traditional retinol. This innovative new technology delivers all the benefits of retinol - such as reduced fine lines, improved skin elasticity, and enhanced firmness—without the irritation, redness, or sun sensitivity often associated with retinol use. It’s also clinically proven to be more effective than retinol! Within just two weeks of consistent use, clients have reported noticeable improvements in the appearance of fine lines and wrinkles.
Apeer is a new Danish skincare brand created by Dermatologists for real results. Featured in British Vogue & Tatler, Apeer Beauty has garnered attention for its commitment to combining science and luxury.
For those seeking a skincare solution that offers both efficacy and luxury. Experience innovative skincare formulations and personalised luxury with their complimentary Al skin consultation and find out more about the brand at apeerbeauty.co.uk.
The Hidden Power of LED Light
In today’s world of beauty and wellness, light isn’t just for illumination, it’s for transformation. LED therapy, once reserved for dermatology clinics and high-end facial studios, has become an essential tool across the entire beauty industry. With the help of Zemits, we dive into the world of colour-coded science to elevate your treatments.
The Science Behind the Spectrum
Each LED colour penetrates the skin at a different depth and triggers a unique cellular response. Red light, for instance, stimulates collagen production and increases blood flow, making it the gold standard in anti-ageing. Blue light, on the other hand, targets acne-causing bacteria and calms inflammation. Green is known for its pigmentationfading benefits, while yellow promotes lymphatic flow and healing.
But this isn’t just about biology. Colours also affect mood and mindset. Red energises, blue soothes, and green balances. By tapping into both the physiological and emotional responses to LED colours, beauty professionals can offer treatments that not only look good but also feel good.
Beyond the Facial: LED for Every Beauty Business
What makes LED therapy truly exciting is its flexibility. From high-tech facials to body sculpting, from scalp treatments to stress-relief rituals, the gentle power of light enhances almost every service on our menu.
In spas and massage clinics, LED can be used during the relaxation phase to amplify the effects of lymphatic drainage or hot stone therapy. Blue or purple light can support mood improvement and more profound relaxation during a massage, offering a holistic experience that combines skin and soul.
Hair salons are also beginning to incorporate LED, specifically red or infrared light, into scalp treatments to stimulate circulation, promote hair
growth, and alleviate sensitive skin. It’s a high-impact add-on to existing services that requires no downtime or extra consumables.
Beauty salons and aesthetic clinics benefit the most from incorporating LED into facials, peels, microneedling, or even after waxing to reduce redness and enhance healing. For therapists offering body treatments, LED panels or beds open up full-body rejuvenation, muscle recovery, and skin firming options.
From Handheld to High- Tech: The Zemits Range
At Zemits, we understand that every beauty business has unique needs, and LED technology should be just as versatile. That’s why our collection ranges from portable LED tools for the face, neck, and décolleté, ideal for express facials or home-care retail, to
robust full-body systems designed for professional clinics seeking advanced recovery and rejuvenation solutions.
Whether you’re offering LED as a standalone service, an add-on, or part of a bespoke facial protocol, Zemits devices integrate seamlessly into your existing treatments.
Illuminate Your Services
Incorporating LED therapy isn’t just about adding light to your treatment room, it’s about elevating your client’s entire experience. With its proven cellular benefits and emotional resonance, light therapy resonates with both the skin and the soul. And with Zemits, you’re choosing a brand that supports your business with cutting-edge LED solutions for every shape, space, and service. Find out how Zemits can support your business by visiting www.zemits.co.uk.
To Brand, or Not to Brand
Guided by industry experts, we weigh up the advantages and disadvantages to your salon of brand collaboration, and how to maximise the potential benefits of any partnerships.
When it comes to partnering with brands in your salon, the decision is more than just a name; it holds the power to attract customers, educate your staff and, ultimately, sway your bottom line. Looking at the two options as a salon, the options are to remain neutral, enabling your staff to use the products they feel best suited to their clients, or to collaborate with specific brands, a hugely powerful tool in brand identity and client loyalty.
Ultimately, the decision is entirely individual and depends on what kind of experience you’re looking to offer! For Hadley Yates, stylist, Founder of Hadley Yates Salon and CURATED, being brand neutral provides the flexibility to curate the best selection of products across multiple ranges. Hadley shared, “We have a diverse clientele and offer a broad mix of services, so no single brand can meet every need. Being brand neutral allows us to tailor our product choices to each client, rather than fitting every client into one brand’s framework.”
Being brand neutral provides the freedom and opportunity to work with whatever products the stylists desire to suit their individual needs, whether that be a heritage brand or something new and under the radar. For Hadley, this is key to staying ahead, and he noted, “It keeps us agile and constantly evolving, which is key in such a fast-moving industry. It also gives us the space to develop, and eventually launch, our own brand without being locked into external partnerships that may limit our creative direction. This July, we are launching our own extension brand, CURATED, which
Being brand neutral allows us to tailor our product choices to each client, rather than fitting every client into one brand’s framework.
we wouldn’t have been able to do had we been locked into any partnership deals.”
This being said, Hadley appreciates the power of brand partnerships, acknowledging, “If a brand partnership feels authentic and adds real value for your clients, then it can absolutely work. When done thoughtfully, brand partnerships can be hugely powerful. A brand can elevate a salon’s offering, and a salon can give credibility and visibility to a brand.”
Offering a similar view to Hadley’s neutral approach is House of Sassoon, being neutral in their academy, with a primary focus on technique versus product, yet possessing multiple brand partners within the salon. Debbie Webster, Global CEO, House of Sassoon, noted, “Being neutral in the academy means our educators can work with any brand globally for our On Location Education, and UK-based salons can also educate in their own salon using their preferred products.”
Looking into the salon, House of Sassoon partners with several brands to allow the team flexibility to choose from a wide range of products based on properties such as quality, performance and customer preference. Debbie discussed the reasoning behind this, and explained, “Many brands have hero products that just work brilliantly, but, as a range, they might not address every hair type, for example. This flexibility allows the stylist to choose and recommend the products that genuinely work for the client’s hair, which might be a serum from one brand and a curl cream from another.”
A brand can elevate a salon’s offering, and a salon can give credibility and visibility to a brand.
With the modern consumer having an array of products available at their fingertips, building brand loyalty can prove difficult, and often professional recommendations take the lead. Debbie shared, “Having multiple brands in the salon helps to build credibility among clients, as we are focused on their individual needs, rather than brand
promotion. In turn, this helps build client loyalty to the stylist versus loyalty to a product brand. Clients tend to be brand loyal to a point, but they’re more loyal to the stylist’s recommendations.”
There’s no doubt it can be great partnering your salon with a brand, but it’s important to consider what benefits this can bring to your salon. Debbie encouraged taking advantage of all the education brands have on offer, sharing, “Insider tips and tricks mean you’re getting the best out of the products without all the trial and error. Knowledge is power and keeps you one step ahead of your competitors.”
With your salon at the centre of all brand partnerships, it’s important to partner with a brand that reflects your values, understands your needs, and can help accelerate your business growth. Max Amen, General Manager UK & Ireland, Wella Company, emphasised this is where having the support of the right brand partner is crucial. He told us, “This is where Wella is market-leading in its support for professionals. By acting as a
BRAND PARTNERSHIPS
“business partner”, Wella has become the #1 Hair Salon brand in the UK.
“We’re not just a manufacturer; we’re a thriving community dedicated to empowering and supporting our customer’s growth, unleashing the creativity of the stylists and elevating the industry.”
For Wella, the Red programme is a prime example of their support, Max told us members “Consistently highlight how much they value the sense of community, learning opportunities, and rewards the partnership brings.” Looking deeper into the value of partnerships, it’s important to research what brands can offer you the most in terms of training and education. Remember, this is a two-way partnership. For Wella, education is at the core of their brand, and Max noted, “Events and education can keep your team learning and engaged. A standout example is our new Wella Colour Higher Level Diploma, the first degree-level qualification of its kind in the hairdressing industry.
“It’s a significant milestone in recognising the professionalism and technical expertise required to become a true colour specialist. Having someone with this level of qualification in your salon is a powerful way to attract new clients and elevate their service offering.”
For individual salons, partnering with a trusted brand can provide far more value and consistency than a myriad of individually selected ones.
Emma Mulvihill, owner of The Scissor Psychologist, has found that her partnership with Keune has helped strengthen the salon’s identity and improve the overall client experience. Emma encouraged, “A strong brand partnership is about more than just product supply, it’s about shared goals, education and growth.
“To get the most from a partnership like this, salons need to fully engage: embrace the training, use the brand’s tools to elevate your in-salon experience, and actively communicate with your brand partner. It’s this two-way relationship that turns a simple product provider into a long-term business ally.”
Beyond the range of products available, for Emma it’s the education, marketing materials and ongoing innovation that really set the partnership apart. She continued, “Keune consistently supports our growth with tailored advice and tools that help us run
Clients tend to be brand loyal to a point, but they’re more loyal to the stylist’s recommendations.
a more effective and inspired business. It creates a sense of confidence for both the salon team and clients.”
Through partnering with Keune, Emma has quickly become aware of a growing awareness among clients about the brands used, especially when it comes to quality and values. Clients today are more informed and want to know that the products being used are not only effective, but also aligned with their ethical and sustainable values. Emma continued, “Keune often sparks curiosity with new clients and earns loyalty through results. When they trust the brand and
see the results, loyalty naturally follows.”
Ultimately, with an abundance of products on the market, it’ll take a thorough understanding of your salon brand and client needs to decipher what may work best for you. There is no right or wrong here, with both options creating avenues for creativity in abundance. With this in mind, if the time comes to partner with a brand, ensure it’s thoroughly thought out, adds real value for your clients and empowers your staff through education to feel passionate and to be an advocate for the brand they represent.
The Kind Choice for Healthy Nails
In today’s beauty world, where ethics and innovation often compete, NailKind is proving they can thrive together. This award-winning Scandinavian brand has made its mark with plant-based, non-toxic nail care that delivers on performance while staying true to environmental and healthconscious values.
A Purpose-Driven Brand
NailKind was founded on a powerful mission: to offer clean, high-performance nail products that support a healthier lifestyle and a more sustainable future. Built on three core values, the brand continues to lead the way in conscious beauty.
Kind to the Planet: All polishes are vegan, cruelty-free, and made with up to 85% bio-sourced ingredients, including naturally renewable resources like corn, sugar cane, and cassava.
Kind to You: NailKind formulations exclude the harsh chemicals found in many traditional nail products, no formaldehyde, toluene, DBP, camphor, or other common toxins. The result is safer, cleaner beauty without compromise.
Kind by Nature: With a transparent ingredient list and ethical production practices, NailKind offers products that consumers and professionals can trust.
Clean Ingredients. Bold Colour. Pro Results.
NailKind offers salon owners and nail professionals a high-performance solution that’s as kind as it is effective. Our easy-to-apply, quick-drying formulas are designed to fit seamlessly into busy salon environments, delivering vibrant, long-lasting colour with a smooth, professional finish. With up to 85% bio-sourced ingredients and completely vegan, our kind-to-nail formulas support natural nail health while meeting the growing demand for clean beauty. No lamps, no fuss, just beautiful results your clients will love, and formulas you can feel confident using every day.
Supporting ProfessionaltheCommunity
NailKind recognizes the creativity and dedication of nail professionals and aims to make clean beauty more accessible to them. The NailKind Trade Discount Program gives salon owners, technicians,
and freelancers exclusive access to the full product range at discounted prices, making it easier to align services with modern client expectations and ethical standards.
From bold, trend-forward shades to elegant neutrals, every polish in the collection is crafted to perform at a professional level, without compromising health or sustainability.
Join NailKind Pro Community
Whether you’re an independent nail artist or running a full salon, NailKind invites you to be part of a cleaner, kinder beauty movement.
Together, we can shape a future where beauty is safer, smarter, and more sustainable for everyone.
Contact us at customercare@nailkind. com or visit www.nailkind.com to request a free product trial and access exclusive trade discounts.
HELPING HAIR AND BEAUTY PROFESSIONALS THROUGH TIMES OF HARDSHIP
Since 1836 the Hair & Beauty Charity has helped those in our industry who have fallen on hard times.
Practical and financial support is available for hair, barber and beauty professionals and their families - but we need you to help us support those who need it most.
From mental health issues. escaping domestic abuse to an illness or injury, there are many reasons why someone contacts us - and it is our duty to help them in their time of need.
None of us knows when we will need help - one day it could be you.
The Fellowship Focus
Welcome to our regular Fellowship Focus, where we share the latest from the Fellowship for British Hairdressing. Read on for a day of collaboration and creation in Portsmouth and a weeklong finishing school, enhancing the commercial awareness and employability of hairdressers.
The Fellowship for British Hairdressing Collaborates With University Of Portsmouth Fashion School
In partnership with the University of Portsmouth, members from Fellowship of British Hairdressing’s Project Teams were invited to collaborate on the creation and styling of course promotion materials for the University’s Fashion School. Dom Capel from Lara Johnson Lifestyle and Darren Smith from Review Hairdressing were on hand to offer guidance for the team’s first experience of a backstage production.
The project member’s role for the day was to assist in the production of a look book and film images that would be tailored for the University of Portsmouth Fashion School’s digital and social media platforms. This was an incredible
opportunity for the project members to gain essential backstage experience, build a professional portfolio, and connect with like-minded creative professionals, including designers, photographers, and models.
The atmosphere and energy of the production was electrifying with the Fellowship’s project members working in pairs throughout the day to create a jaw-dropping 25 bespoke looks for the photoshoot. Seeing as many of the project members had not experienced a photoshoot setting before, this day was an amazing opportunity for them to become accustomed to the fast-paced nature of a professional photoshoot environment. This meant that the project members had to think on their feet and adapt to the situation that arose. Dom and Dan were on hand to encourage the members through their first experience
in a session styling environment!
Dom Capel from Lara Johnson Lifestyle shared, “The team of stylists from the Fellowship projects showed the most amazing level of talent and professionalism on our collaboration with University of Portsmouth Fashion. The team fully understood and embraced the brief producing amazing looks for 25 talented designers. It was a great day that I enjoyed watching them all pushing through their barriers and enjoying their talented creativity.”
The Finishing School – The Jewel in The Fellowship’s Education Crown
Building on the success of last year’s program, the Fellowship for British Hairdressing’s Finishing School offers a unique blend of technical and business
skills. This program, which is now in its third year, is designed to bridge the gap between education and employment in the hairdressing and barbering industry. The students received advanced training in cutting, styling, and colouring techniques, as well as crucial lessons in client communication, time management, and salon operations, with seminars being delivered by a host of educators who are at the top of their game.
The weeklong program, which goes beyond traditional hairdressing education, took place at the Fellowship’s Three Star Centre of Excellence, West Suffolk College in Bury St Edmunds, being led by the Fellowship’s Head of Education and Wahl Director of Education EMEA, Simon Shaw. Project Men & Media Leader, Dean Gleeson, Wahl UK Styling Ambassador, James Parr and Innersense UK/EU Education Manager, Petteri Rantaeilola were also on hand to offer their expertise and insight to the students, preparing them for the realities of the industry.
The Finishing School enhances the commercial awareness and employability of hairdressers and barbers – developing their practical skills and bridging the gap between training and the demands of the industry. The week boosted the student’s confidence, whilst honing on developing their skill set with sessions and demonstrations that cover a wide range of practical skills, such as precision cutting, colour techniques and barbering technical cuts.
Simon Shaw, Wahl Director of Education EMEA and visionary behind the Finishing School, noted, “The Fellowship Finishing School illustrates
our mission to cultivate the future talent. It’s going right to the root of emerging talent, opening their eyes and sparking their drive to take the opportunities that our industry has to offer from the moment that they qualify. In each day of the finishing school, whether that be cutting, colouring, styling or afro, we add a commercial aspect to it so that when they go into the salon, they’re better prepared.”
Following the exciting announcement of the Fellowship’s partnership with Innersense Organic Beauty, the Fellowship announced that Innersense be their first collaboration for their upcoming Finishing School. Innersense is a clean, high-performance wellness system that restores the highest health and harmony for your hair – from scalp to root.
Innersense UK and EU Education
Manager, Petteri Rantaeilola joined the students to share his insight into creative colouring techniques and textured styling and commented, “We’re honoured to be part of the Fellowship community — the heart of British hairdressing excellence. At Innersense Organic Beauty, our mission is to offer salon-first clean beauty and education that bridges the gap between texturefocused techniques and traditional hairdressing, including colour and styling.”
The programme culminates in a presentation day where students showcase their newly acquired skills and confidence. “The presentation day at the end where the kids’ parents and grandparents show up is a standout moment,” Simon shared. “The amount you see them grow and develop within a week is incredible and truly rewarding.”
