Designed to meet the real-world demands of busy groomers, Mastercut’s Superwides deliver 25% more cutting width - making light work of any clipping job. These blades aren’t just an upgrade, they’re the smarter way to groom.
Finish Performance Value
Editor
Tom Woollin tom@tgmpublishing.co.uk
Commercial Director
Mike Smith mike@tgmpublishing.co.uk 01795 509110
Design and Production
Grant Waters grant@cimltd.co.uk
James Taylor james@cimltd.co.uk
Credit Facilities Manager
Gwen Lee creditcontrol@cimltd.co.uk 01795 509103
Digital & Web Developer
Xhulio Bishtaja digital@cimltd.co.uk
Marketing Manager
Lucas Payne lucas@cimltd.co.uk
Social Media Manager
Lily Lawson socials@cimltd.co.uk
Director Tom Woollin
Managing Director John Denning
Editor’s Letter
Welcome to the December issue of Total Grooming Magazine — our final edition of the year. As salons nationwide tackle the festive rush, we’re closing 2025 with reflection, practical insight and inspiration for the year ahead.
In this issue, we look toward 2026 with guidance from salon owner Louisa Tandy, who shares her honest reflections on the shifts she’s seen this year — from the growing appetite for Asian Fusion styling to the changing way groomers learn, connect and compete. Her resilience through a challenging period will feel familiar to many.
We also celebrate the dedication within our community. Pam Campbell’s passion for education, Rachel Bean’s vital work with The Skyla Project, and Katie Gwilt’s expert advice on feline health each showcase the breadth of knowledge and care driving our industry forward.
Our marketing feature rounds out the issue with clear, practical advice on visibility, authenticity and building trust — tools groomers can carry confidently into the new year.
Whether you’re finishing your final grooms or counting down to a well-earned break, thank you for being part of our community throughout 2025. Here’s to rest, recharge and an exciting 2026 ahead.
Tom Woollin Editorial Director
10 Groomers of the Month
A spotlight on Pam Campbell, the Ayrshire groomer and educator raising welfare and training standards across the industry.
12 Dog Tooth Fairy
The Dog Tooth Fairy tackles the most common canine dental myths and explains how groomers can spot problems early.
18 2026 Preview
Louisa Tandy reflects on the biggest trends of 2025 and shares her predictions for how grooming will evolve in 2026.
26 Marketing
Industry experts reveal how groomers can use digital tools, video content and authentic communication to grow their business.
32 Katie’s Cat Column
Katie Gwilt guides groomers through the subtle signs of feline illness and how to support owners in seeking early care.
PURR Cat Grooming Named Finalist in the Entrepreneur Awards
PURR Cat Grooming Ltd has been named a finalist in the 2025 Allica Bank Great British Entrepreneur Awards in the Early Stage Stand Out category. Known as “The Grammys of Entrepreneurship”, the awards celebrate exceptional business stories across the UK, with over 800 entrepreneurs shortlisted for their innovation and impact. Past winners include the founders of BrewDog, Grenade, ClearScore, Zilch and Unbiased. This year’s finalists employ over 25,000 people, expect to create 9,000 jobs, generate £2.25bn turnover, and represent an average business age of six years. Dr Brittnee Leysen said: “We’re absolutely thrilled to be named a finalist… cat grooming isn’t a luxury — it’s crucial for feline wellbeing.” The awards are supported by Allica Bank. Winners will be announced on November 17th 2025 at London’s Grosvenor House. www.purrglasgow.com
Dorwest Herbs wins ‘Online Business of the Year’
Herbal pet care brand Dorwest Herbs has won ‘Online Business of the Year’ at the 2025 PIF Awards, recognised for its new website and online growth over the past 12 months. The Pet Industry Federation, formed in the late 1940s, hosts annual awards celebrating success across pet retailers, wholesalers and manufacturers, with both PIF and Dorwest marking their 75th anniversaries in 2023.
At last week’s ceremony in Stoke-on-Trent, winners were announced across 27 categories before over 300 industry professionals. Dorwest Herbs was praised for its rebrand and website, with sessions up 137% year on year, revenue rising 50%, and ecommerce conversion reaching 5.2%. Managing Director Jo Boughton-White said: “We’re so incredibly proud… our authenticity shines through our digital experience.”
The PIF Awards remain the most coveted in the pet industry, with CEO Nigel Baker noting the exceptional standard of entries. www.dorwest.com
Groomers Championing Professionalism
Dog grooming is a profession built on trust, skill and responsibility. Pet owners place enormous confidence in their groomer, handing over their dog for care that involves close handling, sharp equipment and knowledge of behaviour and welfare. That’s why professionalism matters. The Animal Focused Alliance has launched the first Pet Pro Challenge –Properly Insured, Professionally Responsible – encouraging groomers, walkers, trainers and boarders to show they are insured and working to high standards. Many pet owners don’t realise some providers are untrained or uninsured, leading to accidents and stress. Insurance and qualifications protect both pets and professionals. Founder Vicky Skinner urges owners to check insurance, training and emergency plans. By taking part, groomers show they are insured, responsible and transparent, using the challenge logo to spark awareness. Participation is free and helps raise standards across the industry. www.animalfocusedalliance.co.uk/properly-insured
Employer Liability Update
Employers’ Liability insurance is a legal must for anyone with staff, protecting businesses and workers against injury or illness claims.
As a business grows, so too does the need for additional support. Bringing others on board, whether fulltime or part-time staff, self-employed contractors, apprentices, volunteers, or those on work experience, introduces new responsibilities. Among the most important is ensuring you have the correct insurance in place. If you have individuals working for you, whether paid or not, Employers’ Liability insurance is not optional; it is a legal requirement. Even limited companies with more than one director must hold this cover to remain compliant and protect those who contribute to the business.
In the animal care sector, where physical work and close contact with animals are part of daily operations, the risk of injury or illness is heightened. Employers’ Liability will provide cover for the costs associated with a claim made by an employee or ex-employee regarding a work-related illness or injury suffered during the course of their employment, where you as the employer are found to be negligent. Such cover helps ensure that both the employee receives the compensation they deserve and the business is protected from potentially significant financial loss.
The minimum level of cover required is £5 million, but many insurers, including Cliverton’s insurer partners, only offer £10 million to ensure adequate cover for the high costs these types of claims can incur. This higher limit provides reassurance that even serious or complex claims can be handled effectively.
It is important for employers and employees to be aware that Employers’ Liability is not the same as personal accident cover. Employers’ Liability provides cover where the employer has
been negligent, not for pure accidents. Your employees may wish to consider having their own personal accident cover in place for such events, such as Cliverton Protect, which offers 24/7 worldwide personal accident cover and additional benefits for peace of mind.
As an employer, you can reduce risks by providing thorough training, conducting regular risk assessments, and supplying appropriate safety equipment. These proactive steps not only help prevent incidents but also demonstrate
a commitment to employee welfare and professional responsibility.
Employers’ Liability isn’t just a legal box to tick; it’s a vital safeguard for both employers and employees. By understanding its purpose and maintaining a safe working environment, you can provide trust and security for your employees while also staying compliant with the law and protecting the long-term stability of your business.
www.cliverton.co.uk
Ayrshire Grooming Salon
For Pam Campbell, grooming has always been more than a profession—it’s a lifelong passion. With over 16 years of experience, a thriving salon and grooming school in Ayrshire, and an unwavering commitment to education and welfare, Pam has become a leading figure in the Scottish grooming community.
Pam’s journey into the world of grooming began with a simple but powerful motivation: her love of animals and dedication to their welfare. That passion led her to train under the respected guidance of Agnes Murphy at Scot Groom, where she honed her skills and gained the solid foundation that has shaped her career. Today, she runs her own successful salon and school, where her expertise is shared
daily with students, staff, and pet owners alike.
A proud holder of City & Guilds qualifications, Pam is deeply committed to education—not just for herself, but for everyone around her. “I am very passionate about promoting education and training for my staff, students, and pet owners,” she explains. “I enjoy educating myself to further my own knowledge within the pet industry, and I
work with suppliers to trial products and services for them.” This dual focus on personal growth and raising standards across the industry has made her a respected educator and mentor.
Currently, Pam teaches a variety of dog and cat grooming qualifications and strives to improve industry standards not only in the UK but worldwide. Her work extends beyond the salon: she collaborates with organisations such
as the SPCA, Whole Pet Grooming Academy in the USA, and the NAPCG. She is also a founding member of the Animal Focused Alliance, an initiative with the mission of improving welfare standards for pets within grooming.
Her dedication doesn’t stop there. Pam is an active member of Groom Team Scotland, serving as Treasurer, and plays a vital role in supporting and encouraging groomers to develop their skills. The team’s goal of uniting Scottish talent for the world championships is something Pam is particularly proud to contribute to.
When asked what advice she would give to aspiring groomers, Pam is clear: qualifications and continuous learning are essential. “I would encourage anyone wanting to be a dog groomer to work towards a qualification and to research which courses meet their requirements. The grooming world is ever changing, and continuous improvement assists groomers in their salon. Attending courses and seminars is a great way to gain knowledge and skills, and meeting other groomers is very beneficial for support.”
Running a busy salon is not without its challenges, particularly when balancing work and family life. Pam reflects on her most overwhelming moment: the forced closure of her business during Covid. “Being interviewed by the BBC just made the realisation hit that my small business may never reopen,” she says. But true to her resilient nature, she adapted, endured, and rebuilt, coming back stronger than ever.
Today, Pam oversees a bustling salon alongside her three staff members, while also mentoring up to four students per day as they work toward their qualifications. She relishes the role of
mentor, guiding students not only during their training but well into their careers as they establish their own salons. “I enjoy mentoring my students and am happy to continue to support and offer advice to them when they have completed their training,” she says.
Her school also offers taster days for potential students, helping them make informed choices about the right courses for their goals. For pet owners, she provides one-to-one training sessions, giving them the skills to groom their own dogs at home—a reflection of her dedication to education at every level.
Despite the pressures of running a salon, teaching, and mentoring, Pam remains grounded by her love for the animals themselves. “I love working with the dogs and cats and prefer their company to some adults—lol,” she laughs. It’s this humour, warmth, and genuine care that her clients and students admire most.
Looking ahead, Pam has a clear vision for the future of the industry. Her hope is that the grooming profession in Scotland—and across the UK—becomes regulated, ensuring the safety of pets remains paramount. “Ensuring groomers are qualified to a high standard gives reassurance to pet owners that their pet is in safe hands while in our care,” she explains. It’s a goal that reflects her lifelong commitment to raising standards, improving welfare, and ensuring the industry continues to grow in professionalism and respect.
From student to salon owner, mentor to industry advocate, Pam Campbell embodies the very best of the grooming world. Her passion for animals, dedication to education, and vision for a regulated, high-standard industry make her a truly deserving Groomer of the Month.
www.ayrshiregroomingsalon.com
Busting Dental Myths
As the Dog Tooth Fairy, and a proud Emmi-Pet distributor and trainer,I receive many messages from dog groomers asking questions about dog dental health. Many times some dental myths crop up in the conversation.
Despite growing awareness, canine dental myths still cause confusion — and unfortunately, a lot of preventable pain for our canine friends. In this article for Total Grooming Magazine, I’ll be busting some of the most common misconceptions around canine dental care and showing how salons can educate clients, promote dental wellness, and embrace dental care with confidence.
Myth #1: “Dogs don’t need their teeth cleaned. Wild dogs don’t brush, and they’re fine.”
Truth: It’s a common misconception that because wolves or wild dogs don’t brush their teeth, our pets don’t need to either. The truth is, wild animals often suffer from serious dental problems — they just don’t have humans to spot or treat them. They also don’t live as long as domestic dogs, so the long-term effects
of poor dental hygiene aren’t always as visible. Our pets live longer lives, often eating softer, processed foods, and they don’t rely on natural chewing to keep plaque at bay. That’s why they need extra dental care — it’s part of responsible,
preventative health care in modern pet ownership.
Myth #2: “Dry kibble cleans my dog’s teeth.”
Truth: While crunchy kibble might seem like it helps keep teeth clean, the effect is minimal at best. Most dogs don’t chew thoroughly enough for it to make a difference, and even if they do, kibble doesn’t clean below the gumline — which is often a problem area for bacterial growth. It’s a bit like thinking eating crackers will clean your own teeth — it just doesn’t work that way. Effective dental care for dogs needs more than diet; it requires proper hygiene routines, just like humans. Unfortunately, some ingredients in commercially prepared kibbles can be counterproductive to a dog’s dental health, as they’re high in refined carbohydrates that break down into sugars and can actually cause more plaque and tartar to build up — which is less than ideal.
Myth #3: “If my dog had a dental problem, I’d know.”
Truth: Unfortunately, dogs are incredibly good at hiding pain and discomfort. Even with broken teeth, infected gums, or abscesses, they’ll often continue to eat, play, and act normal — at least on the surface. By the time symptoms become obvious (like swelling, bleeding, or refusal to eat), the problem is usually advanced. That’s why routine dental care and regular checks are so important — they help us catch issues before they become painful or costly to treat with veterinary intervention.
Myth #4: “Bad breath is normal for dogs.”
Truth: A mild “doggy” smell might be expected from time to time, but persistent or foul-smelling breath isn’t just unpleasant — it’s often a warning sign. Bad breath can be a symptom of plaque build-up, gum disease, infection, or even issues with the kidneys or digestive system. Healthy mouths shouldn’t have an overpowering odour. If your dog’s breath smells like something died in there, it’s time for a dental check.
Myth #5: “Bones and dental chews are enough to clean my dog’s teeth.”
Truth: While certain chews can help reduce tartar or freshen breath temporarily, they don’t replace proper cleaning. In fact, some bones — especially cooked or very hard ones — can crack teeth, splinter, and even cause injury. Chews should be part of a broader dental routine, not the whole solution. Always try to choose more natural chews instead of commercially prepared ones, which can contain ingredients that contribute to obesity and dental problems.
Myth #6: “My dog is too young for dental care.”
Truth: The earlier you start, the better. Introducing dental care in puppyhood helps your dog become comfortable with handling and creates good habits for life. Starting young doesn’t mean intense cleaning — it can be as simple as gentle gum massages or introducing a toothbrush. Emmi-Pet, for example, is gentle and non-invasive and doesn’t require any manual scrubbing, making it a great way to keep young puppies’
mouths healthy without stress or struggle. The ultrasonic waves can even help soothe teething pain. Prevention is always easier than cure.
Myth #7: “Brushing or ultrasonic cleaning will hurt or stress my dog.”
Truth: When done properly and with patience, most dogs not only tolerate toothbrushing — they come to enjoy it. Tools like the Emmi-Pet ultrasonic toothbrush are completely silent and vibration-free, making them ideal for nervous or sensitive pets. Because there’s no manual scrubbing required, dogs often find it calming. It’s a great way to avoid stressful and invasive
veterinary dentals under anaesthetic — and much better for their long-term wellbeing.
Dental health isn’t just about fresh breath; it’s a vital part of your dog’s overall wellbeing. By busting these myths and educating clients with compassion and clarity, we can help dogs live longer, healthier, and pain-free lives. Whether it’s a regular Emmi-Pet session or simply identifying dental signs in your clients’ dogs and recommending home dental care routines, there has never been a better time to raise awareness of canine dental health.
For more information on Emmi-Pet training courses and how to get started, visit www.dogtoothfairy.co.uk.
2026 Preview
New Year Momentum
A new year brings fresh opportunities to refocus, refresh, and grow your grooming business. Whether you’ve been running your salon for years or you’re still finding your rhythm, starting 2026 with purpose and planning can set the tone for success. Here are five essential ways to begin the year strong.
1. Refresh Your Brand and Space
The start of the year is the perfect time to update your salon’s look and feel. A tidy, organised, and welcoming space gives both you and your clients a boost. Consider small updates like new signage, a fresh logo, or seasonal décor to keep things vibrant.
2. Reconnect with Your Clients
Send a new year email or social media post thanking clients for their loyalty and sharing what’s ahead. Personal touches like birthday reminders or loyalty rewards
strengthen relationships and show genuine appreciation.
3. Plan Your Marketing Calendar
Don’t wait for quiet spells to think about promotions. Map out key dates, holidays, and seasonal campaigns in advance. Use social media, newsletters, and partnerships with local pet businesses to keep your salon top of mind all year.
4. Review Your Pricing and Services
The start of the year is the ideal time to review costs, update pricing, and
ensure your services reflect your skills and experience. Be transparent and confident — your professionalism adds value.
5. Prioritise Learning and Growth
Invest in yourself and your team. Attend grooming shows, take short courses, or explore new techniques. Continuous learning keeps your skills sharp and your business competitive.
Starting the year with clear goals, good habits, and a refreshed outlook will help you make 2026 your salon’s best year yet.
Future-Focused Grooming
With client tastes shifting, education habits changing and new competitions shaping the professional landscape, 2026 is set to be a defining year for dog groomers. Salon owner Louisa Tandy reflects on the biggest changes she witnessed in 2025 and explains what she believes will shape the industry in the year ahead.
As the grooming industry prepares for 2026, many professionals are reflecting on how much the sector has evolved in the past year. Salon owner and educator Louisa Tandy has had a front-row seat to these shifts, both inside her business and across the wider grooming community. She says 2025 brought a mixture of creative growth, operational challenges and significant changes in the way groomers learn, compete and engage with clients.
One of the strongest movements Louisa noticed was the continued popularity of Asian Fusion styling. She says, “Asian styling is still incredibly popular within both the public domain and the competition world, and class sizes have continued to increase at the various events.” She has also observed a sharp rise in the number of competitions themselves. “There are more grooming competitions now than ever before,” she says.
However, educational habits have shifted in a different direction. While competitions grow, seminars at major events have been seeing reduced attendance. According to Louisa, “Seminars at the big events are starting to wane with numbers decreasing, but individual seminars held by individuals seem to be on the rise.” Webinars, once widely embraced during lockdown, have also declined. “Webinars do not seem to have carried on their popularity since lockdown,” she says, noting a strong return to in-person, hands-on learning.
Inside the salon, Louisa has noticed groomers becoming increasingly commercially minded. “More groomers seem to be trying to increase their
turnover in the salon by selling coat care products to their clients,” she explains, adding that “there are some nice products available from various companies with this in mind.” Meanwhile, client demographics remain steady. “The crossbreed continues to dominate the salon clientele with doodles still very popular,” she says.
While Louisa spent much of the year observing broader industry changes,
2025 also brought one of the most challenging periods her business has faced. Early in the year, her full-time groomer went on maternity leave, creating both a staffing and financial strain. “I was faced with having to cover her SMP until HMRC took their sweet time in reimbursing me,” she says. Louisa was already working full time, but the sudden change left her juggling longstanding clients and difficult decisions.
Louisa Tandy
“I had to try to accommodate those clients that had been with me for many years that were being groomed by my member of staff, then having to let the rest of the clients go hoping that they will return once my groomer returns,” she says. She describes the situation simply: “A scary thought at the time.”
Determined not to lose loyal customers, Louisa significantly stretched her working hours. “This meant I often worked 10 hours a day and six days a week to avoid losing custom,” she explains. It was an exhausting period but ultimately worth the effort. “This definitely paid off though and although it was hard work the business didn’t suffer,” she says. With her groomer now back part time, Louisa is finally able to step back slightly. “She is now back part time and I can now relax a bit.”
Looking toward 2026, Louisa predicts that changes in dog ownership trends will play a major role in shaping the industry. She believes the years of doodle dominance may be starting to wane. “I can see that the public are starting to get bored owning cockerpoos etc,” she says. “So I predict pure breeds will start to make a comeback in the next couple of years, especially the more unusual breeds.” For groomers, she believes this signals the need to revisit traditional techniques. “It would be worth groomers starting to take note of breed standard grooming in preparation for this.”
Next year will also be a landmark one for professional development and competition. Louisa will play a central role in the return of the Groomfest
Education Day, which she says will offer “more demos” and expanded learning opportunities. Meanwhile, the Royal Kennel Club has made a major decision that she believes will elevate the profile of grooming nationwide. “The Royal Kennel Club have made the fantastic decision to have a grooming competition at Crufts next year,” she says. Louisa is closely involved: “I am really chuffed to be involved in the organising of that on a consultancy level.”
Away from the ring and the salon, Louisa is hoping 2026 brings something she has struggled to find in recent years: a true break. “Personally I am hoping to actually take some holiday that isn’t work related,” she says. “Any weekends away are normally added on to an event that I am either judging, giving a seminar or entering myself.” Next year she hopes to travel for pleasure, not work. “I
would like to see a bit more of the British Isles, particularly the Lake District and Scotland.”
Looking at how groomers can stay profitable and resilient in 2026, Louisa believes the fundamentals are more important than ever. “I think that all groomers know that to be a successful business you need to charge your worth,” she says, adding that she is already seeing a rise in prices across the country. She believes continued education is the foundation of that value. “The more knowledgeable a groomer is, the better the service they can offer and the price can reflect that,” she says. “Keeping up with further education is vital for a successful business.”
But she also believes that true success depends on understanding the human side of grooming. “To be really successful you need to anticipate the needs of each individual client perhaps even before they realise what they want,” she says. And for most pet owners, returning to the same groomer has as much to do with trust and experience as it does with the trim itself. “Quite often it is the experience of taking their beloved pet to the groomer more than the actual trim that denotes whether they will return again,” she says.
As 2026 approaches, Louisa’s reflections highlight an industry balancing creativity, resilience and new opportunity. With changes in breed popularity, the expansion of educational events, the rise of competitions and a renewed focus on client experience, groomers enter the new year with plenty of reasons to feel optimistic about the future.
Protecting Every Paw
The Skyla Project is an inspiring new initiative providing specialist animal rescue equipment and training to fire stations nationwide, helping firefighters save pets’ lives and support communities. Registered veterinary nurse Rachel Bean is proudly helping lead this vital mission.
Hello everyone, and I hope that everyone has survived the fireworks season intact! It’s so awful for our dogs, isn’t it?
This month, I’ve helped to launch a brand-new project which I am so excited about. It combines everything I’m passionate about: animal welfare, community spirit, and saving lives. That’s genuinely how I feel about
joining The Skyla Project, an incredible new initiative launched in October that aims to make a real difference to animals and the people who care for them across the UK.
As a registered veterinary nurse and canine first aid educator, I’ve spent my career helping owners and professionals feel confident in an emergency. But when an incident involves fire, flood, or road traffic accidents, it’s not just vets or groomers who need to be prepared — our first responders play a crucial role too.
That’s why I’m so proud to be supporting The Skyla Project, which will see specialist animal rescue equipment and training provided to fire stations nationwide over the next 12 months. The mission is simple but powerful: to equip firefighters to safely and effectively rescue small animals in emergency
situations, protecting both human and animal lives.
Through a combination of fundraising and donations, the project will make sure that vulnerable animals in crisis aren’t forgotten. Every piece of kit and every training session provided will help not only save pets’ lives but also protect the emotional wellbeing of owners and communities during what can be deeply traumatic events.
For groomers, this kind of community collaboration speaks directly to our shared values. We see every day how much people love their animals — they’re part of the family. The idea that a
beloved pet might be trapped in a fire or flood without the right rescue equipment available is heartbreaking. Knowing that The Skyla Project is actively changing that gives me real hope.
As professionals who work closely with animals, groomers are often the first to spot signs of illness or distress. You’re also trusted voices in your clients’ lives, and you can help spread awareness of this incredible campaign. If you’d like to get involved or learn more, visit www. skylaproject.co.uk — there are lots of ways to support, from hosting fundraisers to helping share the message on social media.
Rachel’s Top 5 Winter First Aid Tips for Groomers
Watch for frostbitten paws and ears
Dogs coming into the salon after frosty walks might have sore, reddened pads or ear tips. Always check for cracks or blistering, warm gently — never rub — and recommend a vet visit if the skin looks damaged.
Be alert for antifreeze poisoning
Antifreeze (ethylene glycol) can be lethal even in tiny amounts. If you notice excessive drooling, unsteadiness, or vomiting in a dog that’s been outdoors, act fast and call a vet immediately.
Dry thoroughly to prevent chills
In winter, even healthy dogs can suffer hypothermia if they’re left damp after grooming. Make sure coats are completely dry before owners take them home, especially small or shorthaired breeds.
Keep an eye on skin conditions
Cold weather and central heating can cause dry, itchy skin. Use gentle, moisturising shampoos and tell owners if you notice excessive flaking, redness, or licking — these can quickly worsen if ignored.
Mind the mats!
Dogs wearing jumpers or coats can develop tight mats under their armpits and around collars. Mats trap moisture and cause painful sores. Encourage owners to brush regularly and book winter tidy-ups before things get severe.
Together, we can make the UK a safer place for pets, one fire station at a time. To find out more about Rachel, go to www.rachelbean.co.uk
Scroll, Snap, Shine
Social media isn’t just for sharing cute dog photos — it’s one of the most powerful and affordable ways to promote your grooming salon, attract loyal clients, and build your brand. Discover five essential tips to help you make the most of your online presence.
1. Show Off Your Work
Before-and-after photos are social media gold. With the owner’s permission, post transformation shots that highlight your skills. Natural light, tidy backgrounds, and happy pets always perform best. Consistency is key — aim to post at least a few times a week.
2. Tell Your Story
People buy from people. Share snippets of your day, your team, and even the occasional behind-the-scenes moment. A short video of a pup’s pamper session or a team member at work helps
followers feel part of your salon’s journey.
3. Engage, Don’t Just Post
Social media is a conversation, not a noticeboard. Reply to comments, thank followers for reviews, and ask fun questions to encourage interaction. The more engagement your posts receive, the more visible your page becomes.
4. Use Local Hashtags and Tags
Harness the power of location-based marketing. Use local hashtags and tag nearby pet businesses to help people in
your area find you easily. Partnering with a local vet or pet shop for shoutouts can also help expand your audience.
5. Educate and Inspire
Share grooming tips, coat-care advice, and seasonal reminders. By offering value, you position yourself as a trusted expert — not just another salon. Posts that educate followers often get shared, helping you reach new clients organically. With the right strategy, social media can transform your salon from a local favourite into a thriving, recognisable brand.
Powering Pet Professionals
In an increasingly digital and competitive marketplace, grooming businesses must think smarter about how they engage clients, build trust, and stand out. Three industry voices share their insights on the evolving landscape of marketing, technology and client expectations — and how groomers can position themselves for success in 2026 and beyond.
Marketing in today’s grooming industry demands far more than occasional social posts or a reliance on loyal regulars. As digital platforms evolve and competition increases, the salons that thrive are those that stay adaptable, visible and genuinely connected to their communities. For many groomers, knowing where to start can feel overwhelming, but business coach Bill Betts, director of Pet Passion to Profit, believes the core issue is often a lack of clear direction.
Bill works with groomers daily and finds that many “struggle to understand the marketing goal and the tools available to them to sell their services.” This uncertainty can result in inconsistent or uninspired output. He notes that many groomers become bored posting the same before-and-after photos, without realising that marketing is less about content volume and more about building trust and connection.
Bill encourages groomers to understand the customer journey and avoid decisions based purely on their own personal preferences. As he explains, “a business owner may love Facebook, but may not use Google to research businesses they want to use. This doesn’t mean they shouldn’t invest in Google for their own business.” The same logic applies to websites and word of mouth. How groomers search for services themselves does not always mirror how clients search for them. Rather than assume, groomers should diversify and “stop putting all their marketing eggs in one basket.”
For James Worman, senior stylist and CEO of JP Pet Co Ltd, digital presence
is no longer negotiable. In a crowded industry, visibility is what separates a thriving business from one that slips into the background. “Everything is digital,” James says, warning that salons relying only on traditional word of mouth risk “staying in the dark.” Strategic social media has been key to his success, especially in promoting his online pet shop.
Posting often, embracing humour and following trends have helped him reach people far beyond his local area. His customers respond well to honesty and personality. “People will trust your brand if they can see and understand the person behind the brand,” he explains. By being relatable, transparent and open about his business journey, he has built a loyal following that values both his skill and his authenticity.
James’s approach shows that effective marketing is not about perfection but about connection. Campaigns don’t need to be complicated to work. His referral scheme, advertised through Facebook and email, brought in so many new clients that he had to hire another stylist — clear proof that thoughtful, targeted communication can create real impact.
Marketing, as business partners
Connie Walker and Jess Smith of Canine Creations Lincs remind us, is also about embracing the pace of change. “Marketing in the modern day grooming world is very much about moving with the times,” they say. With social media and online advertising now central to consumer behaviour, visibility is no longer optional but a powerful asset when used creatively.
Connie and Jess emphasise the shift toward video content — not simply polished imagery, but real, useful and engaging clips that showcase skill, personality and salon culture. One recent example came after attending the international education grooming conference hosted by Colin Taylor Products. After purchasing the new Cool Sleeve from Gear 4 Groomers, they filmed a short video demonstrating how to assemble it.
“We hadn’t seen anything like it before,” they explain, and wanted to share the discovery. The response was immediate: the video generated an influx of new followers, comments and interactions, including from product companies themselves who joined the discussion. It was a reminder that sometimes the simplest ideas — sharing a new tool, demonstrating a technique, or highlighting a lesser-known product — can make meaningful waves online.
For them, it’s essential to “post more than pretty pictures.” While beforeand-after photos still have appeal, reels and videos offer far greater reach and engagement. TikTok in particular has opened new creative avenues thanks to its music library, trends and storytelling capabilities.
They recall a standout moment when they transformed a client’s Sheepadoodle into “Tigger” using pet-safe dye for a photoshoot. The post received mixed reactions, as creative grooming often does, but it also sparked valuable conversations. “When you are on these platforms you are opening yourself up to critique,” they say, “but by
doing so you can educate and advise.” Many groomers reached out with praise and questions about the technique, and their follower count increased again.
Opportunities can also expand beyond attracting clients. Connie and Jess highlight the growing presence of ambassadorships and partnerships within grooming, where groomers showcase certain brands or products. Building a strong social presence “not only showcases selling your skills as a groomer but also opens up opportunities to work with other brands.” They share a recent example of a groomer who used TikTok to advertise for competition dogs, and in doing so significantly broadened their reach.
Customers — and even fellow groomers seeking training — are often willing to travel if they connect with a groomer’s work and personality online.
Celebrating wins, both big and small, is another part of their approach. They regularly post about competitions, seminars and their own professional development, as well as the more challenging days.
“Real posts tend to land well,” they explain, as they show clients, peers and suppliers that they are active, passionate and continually learning. It also helps them stand out locally: clients can clearly see the effort they put into improving their craft and contributing to the industry. Ultimately, Connie and Jess believe every salon should decide what it wants to be known for and market itself accordingly. Clients will look at social pages to get a feel for a salon before booking, so authenticity matters. “Be yourselves, show who you are or what you want to attract and above all else… enjoy it!” they say.
And at the heart of any marketing strategy — digital or not — is community. Surrounding yourself with the right people, they add, makes all the difference. A supportive team, a positive reputation in the local dog-walking community and being known as kind and approachable can all carry as much weight as online engagement.
Whether through Facebook, TikTok, email marketing or in-person interactions, the message across all three contributors is clear: effective marketing is about visibility, value and genuine human connection. Groomers who embrace creativity, diversify their approach and let their personality shine will continue to stand out in a busy and ever-evolving industry.
Watchful Cat Care
Cat grooming expert Katie Gwilt shares vital tips on recognising early signs of ill health in cats, helping groomers protect feline wellbeing.
Cats are tricky creatures when it comes to their health. Being predator and prey animals, it is in their best interests to hide when they are unwell. They can often make it difficult for even veterinary professionals to spot early warning signs. As a cat groomer, though, seeing cats on a regular schedule can help you catch some of these signs and be able to highlight them to the cat’s guardian. If you are lucky, you may even save the life of a cat in your care.
Tooth Decay
It is estimated that around 70% of cats develop mouth problems by the time they reach the age of two. Some of the early signs of tooth decay can be bad breath and drooling. Being a cat groomer, you are going to be getting up close and personal with the cats you see, and you may start to spot some signs that you can let their owner know about. Dribbling and drooling can sometimes mean there is a tooth or gum problem. You may not see this during the groom, but you may find other signs that affect their fur, leading you to ask some followup questions. Signs to look out for as a groomer include discoloured paws and lower front legs (easier to spot on
lighter-coloured cats). Cats often rest their heads on their front legs when snoozing, and if they are dribbling, these can leave yellowy-brown stain marks on one or both front paws. You may also find matting under their chin and, again, stains on their chest if they have been drooling. Some cats dribble when they purr, but if their guardian has noticed more excessive drooling as well as bad breath, it could be a good time
to suggest having their teeth and gums checked by a trained vet.
Hyperthyroidism
This is a common disease found more in elderly cats but can appear at any age. The body produces more of the thyroid hormone than needed, which leads to symptoms like excessive eating and drinking (think of a cat constantly begging for food), but the cat is losing weight. A cat that is drinking more is also urinating more. Other symptoms include changes to their fur (matting and grease are common), as well as vomiting and diarrhoea, plus being hyperactive. Interestingly, dogs tend to suffer more from the opposite — hypothyroidism — where they put weight on but eat less, as their thyroid hormone is underproduced.
As a cat groomer, you get to feel the cat and check their body condition score. You will be running your hands over them and get to feel how much muscle, fat, etc., is carried on their bones. I have worked with some very matted cats where it has hidden just how much weight they have lost until you start to
remove it, and then it all becomes so obvious that there is an underlying health reason. You may notice differences in the look and feel of the fur between visits, and again, this can lead you to ask questions about their eating, drinking, and toileting habits. A vet can run a blood test to check T4 levels to assess if the thyroid is working correctly or not, and there are a number of possible treatments if diagnosed.
Arthritis
This is one that goes unnoticed by so many humans. We can take for granted that an ageing cat is slowing down and attribute it to the normal process of getting older. It is common, though, to find pain conditions and sore joints as cats age, just like in humans and dogs. Some signs to look out for as a groomer are reactivity around the joints (especially the back legs, but I have seen it regularly in the front paws and shoulders too). They may not be comfortable sitting or lying in certain positions, and for older cats, I often groom them on a softer surface than a grooming table with this in mind. You may also find matting around the lower back and back legs where the cat is just not able to bend as easily as they get older. How many 80-year-old humans can still touch their toes when bending over? Apply that same logic to senior cats.
I find that cats with pain issues can be more reactive (often mislabelled as aggressive) if you are touching around sensitive areas, so if you spot behaviour changes like this, it is worth a discussion. Questions like “Is the cat still jumping and climbing up to their favourite sleeping spots, like a bed or sofa, easily?”, “How do they walk up
and down stairs now?”, and “Do they find it easy to use their litter tray still?” are all ones to bring up. There is no cure for arthritis, sadly, but there are various pain remedies that a vet can prescribe, along with adding in some supplements like salmon oil to their diet to lessen the impact.
Kidney Disease
This is such a tricky one for cats. It can be slowed and reversed in the early stages to a degree, but chronic kidney disease is more about management than curing. One of the signs is, again, changes to the fur. It can become really dull, and you can see a lot of dandruff as the skin is so dry. Other things to look out for as a groomer include bad breath and weight loss. The kidneys are responsible for filtering waste from ingested water, so an increase in thirst and, as a consequence, urination can be signs of a kidney issue, as well as weeing outside the litter tray. Dehydration can occur if it is left unchecked, which can cause weakness and muscle wasting. With kidney disease, you may also find a decrease in appetite (unlike diabetes and hyperthyroidism). A blood and urine test will be needed by a vet to check kidney function, and there are special cat litters available to allow the cat’s owner to collect a sample at home the night or morning before the visit.
Diabetes
This is another common disease found in cats that can show up in changes in
their fur that a groomer can keep an eye out for. The fur can become duller and less well-groomed as a symptom, which you may notice as dandruff, matting, or greasy patches where a cat was previously healthy-looking. Another thing you can spot is a plantigrade stance. This is where the cat walks on the hocks (ankles), giving it the look of flat or rabbitlike back legs rather than walking on their paw pads.
Further questions to ask the guardian are fairly standard for spotting illness in cats: Has their thirst and urination increased? Have they lost weight? Are they eating more? Are they sleeping more? You will notice that diabetes, kidney disease, and hyperthyroidism all share similar symptoms and are always worth noting and checking if things change.
What Can You Do?
Cat groomers are obviously not vets and cannot diagnose a disease. What we can do, though, is point out any issues we spot and ask some pertinent questions of the guardian before releasing the cat back into their care. Make sure they are well aware of anything you have noticed and record it on their file so you can check up at the next visit. If the owner has noticed other changes to the cat’s behaviour and routine, hopefully, your conversation will be enough to encourage them to book the cat in for a check-up.
www.thekatlady.co.uk
