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All views expressed in salonfocus are not necessarily those of the NHBF. All efforts have been taken to ensure the accuracy of the information published in salonfocus However, the publisher accepts no responsibility for any inaccuracies or errors and omissions in the information produced in this publication. No information contained in this publication may be used or reproduced without the prior permission of the NHBF.
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Happy new year – I hope you’ve all survived the festive season!
With 2025 now upon us, I’ve been reflecting on my first year leading the NHBF and I’ve been struck by both the resilience of our sector and the innovative ways the NHBF has evolved to meet our Members’ needs.
When I stepped into this role, we faced significant challenges –rising costs, complex regulations, and changing consumer behaviours – creating a perfect storm. Yet these challenges have driven remarkable innovation. Our Business in a Box initiative exemplifies this evolution, providing reliable, assured advice that safeguards businesses and clients alike.
Perhaps most inspiring has been witnessing our sector’s extraordinary community spirit, from professionals with 80+ years of experience in our Recognition Campaign (page 38) to those just beginning their journey as apprentices (see pages 42 and 48). Their shared passion drives our commitment to expanding resources, strengthening
WE'RE ENSURING EVERY MEMBER HAS THE SUPPORT THEY NEED
partnerships, and creating clear career development pathways. Our cover feature on managing multigenerational teams (page 22) reflects this as well and investigates how business owners can bring everyone together.
As we look towards 2025’s challenges, including significant wage and regulatory changes, our message remains clear: the NHBF has your back. Through enhanced digital resources, expanded training, and strengthened compliance tools, we’re ensuring every Member has the support they need to thrive. Read more (page 20) on our groundbreaking Survive and Thrive campaign this year – designed to help you navigate industry changes while maintaining excellence and profitability.
NHBF CHIEF EXECUTIVE CAROLINE LARISSEY
THE CUT
The 14 news things you need to know this issue...
NHBF COMMENT
NHBF chief executive Caroline Larissey says: ‘These latest quarterly survey results show that sector recovery remains slow but steady. However, low recruitment intentions are a real concern for the sector across both staff and apprentices. In our letter to the chancellor, ahead of the Autumn Budget, we made it clear how important targeted support to employers is to counterbalance rising wages, either through the Employment Allowance, targeted support for training apprentices, or maintaining the business rates retail discount.’
RECRUITMENT REMAINS LOW
The NHBF’s latest industry survey reveals the sector’s struggle to recruit both staff and apprentices.
Carried out in September, the results of the latest NHBF State of the Industry survey reveal that 75% of businesses are finding it harder to recruit now than 12 months ago.
In terms of skills shortages, businesses have had the most challenges in recruiting senior stylists (31%) and stylists (30%), followed by apprentices (22%) and beauty therapists (11%).
The survey also reveals that recruitment intentions are muted, with only 15% of respondents ‘definitely’ or ‘likely’ to take on new staff in the next three months. Only 8% would take on apprentices.
As well as data on recruitment, other key survey findings reveal:
Profits and prices:
● 46% of businesses are making a profit
● 41% are breaking even
● 14% are making a loss
● 40% (down from 58% in July) of businesses raised their prices, following price rises in April, to cover rising wage rates.
A further 56% will do so over the next three months.
Business concerns:
● 76% are most concerned about increases to the National Minimum Wage/National Living Wage (NMW/NLW)
● 55% say energy costs
● 52% say trade supplies
In response to these costs, businesses are:
● 50% putting up prices
● 47% holding off taking on new staff or apprentices
● 26% reducing staff hours
In response to the NLW rise in April 2025
● 66% intend to put up prices
● 31% will reduce staff hours or reduce the number of staff they employ
In response to the Employment Rights Bill:
● 61% said that it would make them less likely to take on new staff
● 42% would take on fewer apprentices due to increased staff costs
● 24% would actively reduce the number of staff they employ.
For more figures, access the latest industry survey at nhbf. co.uk/short link needed please
2 NEWS IN NUMBERS
APPRENTICE LOVE
Get ready for the 18th annual celebration of apprenticeships and skills in England. National Apprenticeship Week takes place from 10 to 16 February, bringing together employers, partners and individuals to highlight the great work apprentices do and the difference they can make to businesses.
10-16 FEBRUARY
VALUE FOR MONEY
The UK ranks eighth for beauty product affordability, a study has found. Online discount platform Wethrift compiled the list by analysing the prices of popular products in skincare, make-up, perfume and haircare across countries around the world.
ANIMAL-FREE FORTUNE
VEGAN BEAUTY
is going from strength to strength, recent data shows. Analyst Fortune Business Insights projects that the international vegan cosmetics market will grow by almost 7% a year until 2032. It’s set to reach a value of more than £25bn, up from just under £14bn in 2023, the data shows. Europe is dominating the sector, with a market share of more than two-thirds (34%) in 2023. The continent’s vegan cosmetics market, driven largely by Germany, France, the UK, Italy and Spain, is set to be worth £6.84bn by 2030.
GEN Z SKIN HEALTH
A recent survey by the Skin Health Alliance reveals how:
60%
OF THE PEOPLE THEY SPOKE TO AGED 18 TO 26 (GEN Z) USE SUNBEDS
with 25% admitting to using them frequently. Further figures from the survey of young adults reveal that:
96% feel social media affects their self-confidence and mental wellbeing, with 66% of those saying that it affects them significantly.
59% are interested in using injectables such as botox to stop the physical signs of ageing 65% say they often protect their skin with sunscreen
85% say the environmental impact of skincare products is one of their top priorities, with 33% of those saying it’s their number one priority.
THAILAND WAS SHOWN TO HAVE THE HIGHEST PRICES for the products, which totalled $468.12 –over 20% higher than the global average.
ACTION ON REGULATION
Gaps in the medical aesthetic industry’s regulation in Scotland are being investigated via a consultation after a cross-party debate took place in October 2024. Between 2017 and 2023-24, the number of regulated independent clinics in Scotland, many of which offer cosmetic procedures,
BUYING THE PRODUCTS IN CANADA WOULD BE CHEAPEST according to the study, with a total price of $257.11.
ROSE FROM 200 TO 503 .
But the number of unregulated practitioners remains unknown. It’s hoped the recommendations from the consultation will be implemented by April 2026.
3
GIVE ME FIVE
Louise Van Rensburg, head of non-domestic retail policy at Ofgem, shares her top five tips for trimming salon, barbershop and clinic energy bills.
1
LIGHTING FOR LESS
Lighting is a major cost for any business, but in the hair and beauty sector it can be especially significant. Upgrading lighting to eco-friendly LED bulbs can save a lot of money every year, and it’s also worth thinking about rearranging equipment so you can use natural light. Installing sensors on bathroom and storeroom lights also means money isn’t spent when colleagues or clients forget to turn them off.
2
UNPLUG THE UNNECESSARY
Professional equipment can be energy intensive so, where possible, only have it switched on when it’s in use. From hairdryers to straighteners, turn it off at the wall if you’re not using it –otherwise, you could be losing a lot of money each year.
3
CUT OUT POOR ENERGY EFFICIENCY
It’s not often we look at the energy efficiency of the kit we buy, but for things like curlers, hairdryers and nail lamps, understanding their efficiency – or wastefulness – could save you a lot of money on bills. For those using big, electricity-guzzling items such as tanning equipment, the savings can be even more extreme. Modern hair and beauty equipment often markets itself as efficient, but it’s always worth doing the research to work out what will give you the best value for your energy bills.
4
‘NAIL’ YOUR BOILER MAINTENANCE
In your business, as in your home, boilers are critical: they’re expensive and can lose a lot of heat if not maintained properly.
To keep bills down, ensure the boiler is regularly serviced and get a boiler jacket to insulate it. These start from around £15 and can save far more than that in a year – so are definitely worth investing in.
5
RAZOR-SHARP COMPLAINTS HANDLING
Business owners and staff can take every step available to reduce bills and be as energy efficient as possible, but it’s also critical that they understand their rights when dealing with energy suppliers. Recent regulatory changes mean more businesses than ever are now protected from unfair treatment by suppliers, with a more robust complaint handling service in place. These businesses should contact their energy suppliers in the first instance and, if they can't reach a satisfactory result, contact the Energy Ombudsman at energyombudsman.org
IS YOUR BUSINESS AT RISK OF UNDERINSURANCE?
Having so much going on in your salon makes it easy to rush through your insurance renewal, which can result in underestimating the level of protection you need. We are here to help you arrange the cover that is right for you, so your business and livelihood are protected should the worst happen.
Dedicated and experienced team
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The NHBF’s Top 100 Influencers Index for 2024 has been unveiled.
Now in its fourth year, the Top 100 Index celebrates innovative, talented and dedicated influencers from across the hair and beauty sector. The final list for 2024 was announced on Instagram in the week leading up to the online finale, where the Top 20 were revealed by hosts NHBF chief executive Caroline Larissey and independent hair artist Norman Boulton.
Grabbing the top spot was barber Cal Newsome (@cal_newsome). Commenting on his win, Cal said: ‘I’m extremely honoured to receive the award for the Top 100 Influencers and I feel truly humbled that all my work on social media has been recognised by the NHBF. I want to thank everyone who has supported me through my social media and work over the last few years.’ Read more about Cal and his career in our exclusive Q&A on page 12.
Caroline said: ‘The NHBF is hugely proud to host this event. And I’m incredibly proud of our sector and the exceptional talent within it. Recording the Top 100 with Norman was an absolute pleasure - his charisma, humour and infectious energy made the experience truly memorable.
‘It’s inspiring to see so many skilled professionals trained and working across our businesses, and special congratulations to Cal on achieving the number one influencer position. This showcases the dynamic and innovative spirit of our sector.’
For the full list, go to nhbf.co.uk/ events/top-100-influencers
HERE IS THE OFFICIAL TOP 20 FOR 2024
1. Cal Newsome
2. Samuel A Bentham
3. Rob Wood
4. Chlöe Swift
5. Josh Lamonaca
6. Sarah Brawley
7. Sarah Keane
8. Casey Coleman
9. Jaymz Rigby-Marsters
10. Jack Mead
11. Richard James
12. Errol Douglas
13. Okikiola Emaleku
14. Daisy Goord
15. Heffy Wheeler
16. James Earnshaw
17. Helena Brookes
18. Dale Mehmet
19. Sophia Hilton
20. Simon Tuckwell
1
Caroline and Norman hosting the event
CAL NEWSOME 5
Taking the number one spot in the NHBF’s Top 100 Influencers Index 2024 is Cal, barber and owner of Bull & Co.
HOW DOES IT FEEL COMING FIRST?
It’s an absolute honour and it’s amazing to be recognised for all the hard work that goes into my social media. Sometimes people only see the views or likes and don’t see all the time that goes in to creating a consistent flow of content – so to be recognised by the NHBF for this makes everything worthwhile.
DID YOU SET OUT TO BECOME AN INFLUENCER?
I didn’t – in the early days of my career I had a very old-fashioned view about posting on socials. I was afraid of negative comments or rejection, so I didn’t want to put my work out there. It was only when I started taking an interest in photography that I felt the urge to start posting online. This was the start of my ‘influencer’ journey, you could say.
HOW DO YOU DEAL WITH SOME OF THE NEGATIVE COMMENTS?
I enjoy them, strangely. As much as I like to turn a blind eye, negative comments are an integral part of a post going viral – they create discussions in your comments section and gain your posts more traction. It says more about the commenter than it does my work or content, so it doesn’t bother me.
DO YOU FEEL A RESPONSIBILITY WITH YOUR POSTS?
I feel a huge responsibility, and more so in the last couple of years. I feel I have a big presence in the barbering industry and am regarded as a reference by a lot of stylists, so I see it as my responsibility to be as organic and honest as possible.
WHAT’S THE BIGGEST LESSON YOU’VE LEARNED SO FAR?
Don’t be too picky with what you are posting. People love to see an honest and natural insight into your work/life. Posting consistently is better than not posting because you’re afraid of what people might say or think. When I stopped caring about what people thought about my work, my following skyrocketed.
DO YOU HAVE ANY TIPS FOR ENHANCING YOUR PLATFORM?
Stay true to yourself and post as frequently as possible. Be openminded about how you can improve and alter your current format. Social media isn’t a ‘one size fits all’ approach, so finding a method that works for you is really important.
influencers and brands from that location. In terms of the industry, I’m influenced by people who are positive, passionate and hard-working.
HOW DID YOUR CAREER BEGIN?
HOW DO YOU GET THE FOOTBALLER CLIENTS?
Gentleman Barbers in Birmingham, and soon went on to open my first single-chair shop – Bull & Co
Post-workout grooming services: niche but necessary. Gymshark opened a pop-up salon and hair supplies shop after research suggested almost half (45%) of Black women avoid exercise to keep their hair intact.
Spa-goers can take the plunge thanks to a new floating sauna on Liverpool’s Prince’s Dock. The facility also features ice baths, cold waterfall showers and open swimming.
Socials: @cal_newsome
IG followers: 321k
Top IG post likes: 341k
TT followers: 197.4k
TT top video views: 16.2m
I SEE IT AS MY RESPONSIBILITY TO BE AS ORGANIC AND HONEST AS POSSIBLE
I used social media to reach out to some footballers originally, then once I started cutting for a few of them I gained a good reputation and it spiralled through word of mouth. Players I’d cut for would tell their friends at their club and other clubs and I started to gain a big footballer client base.
WHO INFLUENCES YOU?
I’m heavily influenced by fashion –particularly from the US west coast – so I tend to follow
After a year I moved to premises and trained still working for me today.
Feeling glimmers instead of triggers: Trend forecaster WGSN claims micro-moments of joy – ‘glimmers’ –can enhance wellbeing and provide a crucial coping tool.
WHAT’S
HOT, WHAT’S
NOT 6
grown. I decided to upscale to bigger premises, which allowed me to build an ‘in-house’ studio for content and education, along with a working barbershop.
The new Bull & Co is spread over two floors, with the shop downstairs and studio upstairs.
I also have a guy who offers aesthetics and sports massage in one of the rooms.
WHAT’S PLANNED FOR 2025?
I’ve got some big plans from a personal perspective – I can’t say too much, but I’ll definitely be using my platform for a new business venture.
The lack of Black hairstyle representation in emojis has been highlighted by a Hackney community group. The four new emojis designed by the group will be considered by governing body Unicode.
Along with the trend for skin fades has come a disturbing rise in scalp ringworm cases, barbers have warned, due to some shops not following proper equipment hygiene practices*, says the BBC.
Many people fed up with their skin tags are considering removal. The cosmetic procedure had more than 600,000 online searches in an 11-month period, the Harley Street Skin Clinic reported.
BUSINESS IN A BOX NEW EVERYTHING
YOU NEED TO RUN YOUR BUSINESS IN ONE PLACE!
Our Business in a Box health and safety packs are the solution you need to make sure you’re prioritising a safe and efficient workplace. Created for both hair and beauty businesses, the full packs can be downloaded and are FREE to Members. Printed versions are also available to purchase.
Scan the QR code, visit nhbf.co.uk/bib or call our team on 01234 831 965 to find out more.
YOU ASKED, THEY ANSWERED
How does the new tipping legislation affect my business? What do I need to do?
Mark O’Donnell, employment law adviser at WorkNest, says: The new tipping legislation – the Tips Act – was introduced on 1 October 2024, requiring employers to adapt to regulations overseeing the distribution of tips and gratuities. It’s important to note – this legislation applies to your regular staff only and not selfemployed personnel.
Firstly, there must be a distinction made between employer-received tips and employee-received tips because they must be managed differently.
An employer-received tip is an amount paid by a client as a tip,
gratuity or service charge, which is either received by the employer or an associated party. This would include tips paid by a credit or debit card. These tips must be distributed fairly between the employees at their place of business.
Payment of these tips must also not factor into National Minimum/Living Wage calculations and must be paid above and beyond standard wages. Additionally, employees should receive their share of tips within one month after the month they were received.
An employee-received tip is one that was paid to the employee directly, usually in cash. The individual employee is entitled to keep all of that tip.
Policies and records
The Tips Act also instructs employers to maintain a written tips policy where tips are paid on more than an occasional basis. Employers must also keep detailed records on how it has administered tips and each record must be kept for a period of three years beginning with the date on which the tip was paid. Additionally, employers should undertake a review of its existing policies and practices to ensure they are compliant with the Tips Act. For businesses using a tronc system, where an independent tronc operator manages tip distribution outside direct employer control, the legislation still holds employers liable for the fairness and transparency of the scheme. With the rules now in place, including penalties for noncompliance, immediate adoption of these measures is essential. Employers should also ensure they obtain specialist advice on the tax implications of this new way of distributing tips and familiarise themselves with the statutory code which can be accessed via this link and provides further detail on the Tips Act: b.link/tips-code-of-practice
Read the NHBF fact sheet on tips at nhbf.co.uk/dealing-with-tips
OUT AND ABOUT WITH THE NHBF
Take a look at what members of the NHBF team have been up to since the last issue.
Minister meeting
A step forward in November: chief executive Caroline Larissey and director of policy and public affairs Rosina Robson met with other sector colleagues, small business minister Gareth Thomas and members of the Department for Business and Trade team to express the sector’s post-Budget concerns.
Labour Party Conference
Back in October we attended the Labour Party Conference in a wet and rainy Liverpool. There was much lively debate, and during fringe meetings we heard from chancellor Rachel Reeves and other ministers, including skills minister Jacqui Smith, small business minister Gareth Thomas and economic secretary to HM Treasury Tulip Siddiq, as well as chair of the Business and Trade Select Committee Liam Byrne and a range of MPs.
SME4Labour hosted a positive fringe event about delivering growth through skills and how business and government can work in partnership. A key theme during the discussions was the importance of incentivising small businesses to take on apprentices, and the need to focus on SMEs and young people.
Salon International
What a whirlwind weekend at Salon24! The NHBF team and Board members loved meeting so many of you at our stunning new stand. We hope our Business Live Stage sessions packed a punch with useful tips and insights. We’re already counting down to next year’s event!
Government Budget briefing
Representing your voice: Caroline Larissey provided feedback on the Budget announcement and the concerns affecting the hair and beauty sector to the secretary of state for business and trade, the exchequer secretary to the Treasury and other government officials.
DIARY DATES
NEW LICENSING RULES
Since 29 November 2024, new licensing rules apply for the following special procedures in Wales:
● Acupuncture (including dry needling)
● Body piercing (including ears)
● Electrolysis
● Tattooing (including semipermanent makeup and microblading).
The purpose of the licensing scheme is to improve hygiene and safety standards, ensure such standards are consistent across Wales, help protect the health of clients, and support them to choose licensed individuals operating from approved premises and vehicles.
A person who performs any of the four special procedures, must apply to their local authority for a special procedure licence. This applies to all individuals who are currently registered to perform such procedures and all new applicants.
A national register has been created to publicise all valid licence holders in Wales. This will include approved premises and vehicle certificate holders. Local authorities will update the register as more licences and approval certificates are granted.
For more information, visit gov.wales/new-licensing-rulesspecial-procedures
Remembering Trevor Sorbie MBE
The NHBF was deeply saddened by the news of Trevor’s death in November, aged 75. A legend in our sector, Trevor received an MBE in 2004 for services to hairdressing. His commitment and contribution to the industry will never be forgotten.
EMPLOYMENT RIGHTS BILL
Implication for employers
The government’s newly published Employment Rights Bill is a series of reforms that aim to enhance worker protections and improve workplace conditions.
With 28 measures proposed, the bill seeks to reshape how employment rights are handled from day one. While these changes will benefit employees, employers may face new challenges and responsibilities.
Consultations on the reforms are expected to begin in 2025, with most changes likely to take effect no earlier than 2026.
NHBF chief executive Caroline Larissey said: ‘We are actively engaging with the government to ensure our Members’ voices are heard throughout this process. We encourage all our Members to stay informed about these developments via our Survive and Thrive with the NHBF campaign.’
An overview of the key proposals and how they might affect businesses is available at nhbf.co.uk/employment-rights-bill
force in October 2024.
Under the act, employers have a duty to take reasonable steps to prevent sexual harassment of their employees in the course of their employment.
For more about the act, and guidance and recommended steps from the NHBF, go to nhbf.co.uk/ sexual-harassment
FAREWELL
MEMBER FOCUS
BEAUTY FULL
Award-winning NHBF Member Lisa Carter opened her salon two months before the first Covid lockdown. Despite the false start, she’s made her business a success.
HISTORY
While doing A levels I did some work experience with my mum’s friend, who was a beauty therapist. I’d never thought about it as a career, but she received really positive feedback from her clients, and said I had a natural flair and ability. After my A levels I went to college to study beauty therapy and then went straight into a salon, where I stayed for seven years.
I started out on my own in January 2020, not knowing what was around the corner. We went into lockdown just three months into my new business, so I didn’t qualify for any government help. Being
unable to give treatments meant I had to think bigger, so I made home facial kits to post out to people – anything to get a little bit of income.
During the next lockdown I was able to access a grant from my local council which really helped. Since then, my business has grown.
USP
I’m a traditional beauty therapist – I’m into old-school, pared-back beauty and wellbeing. I offer traditional facials and massage, and work with what my clients already have. I’m not into the high-tech or aesthetics side – I prefer natural and holistic treatments. My clients come to me for this reason.
I also recently won bronze for Beauty Therapist of the Year at the Global Beauty Full Awards 2024, and I’m hoping to enter and win more awards this year.
CLIENTELE
I don’t have a typical client – I have a range of men and women, ranging from age 14 to 90. I’ve got men with bad backs who need massages. I’ve got young girls who have acne, so they want facials to help with their self-confidence. I’ve got older ladies who can’t reach their feet, so they need pedicures.
FOCUS FACTS
Salon name: Lisa’s Beauty Room
Owner: Lisa Carter
Membership no: 4019529
Location: Trowbridge, Wiltshire
Established: 2020
Web: lisasbeautyroomwiltshire.com
IG: @lisasbeautyroom
WELLBEING
I got into beauty therapy for the wellbeing element. I love the way my job can make people feel and how it makes such a difference to them. I love getting feedback and feeling I’ve done something to make somebody feel or look better.
BEING AN NHBF MEMBER
When I decided to take on two selfemployed staff, the NHBF contracts were helpful for making sure I followed the correct procedures – they gave a checklist of what I could and couldn’t do. Also, being able to use the NHBF Member login on the website to double check or pull off information, sometimes to present to other people regarding specific laws, age requirements, documentation and so on, is very useful to ensure my business remains safe and legal!
SHARE YOUR STORY
If you’re an NHBF Member business and want to share your journey or experience as a Member, get in touch. Email hollie@salonfocusmagazine.co.uk
wants to hear from you
Do you have some expert advice for your fellow hair and beauty business owners that you’d love to share? Or maybe you would like to be interviewed for the magazine?
We’re looking to add even more NHBF Member experience and expertise to the articles for the magazine. We would love you to come forward if you think you’ve got something to say from a barber, hair, beauty or aesthetics perspective – we want to hear from you all. You would be adding invaluable depth and insight and shaping the magazine’s content direction. Could you help?
If so, please email the editor Hollie Ewers at hollie@ salonfocusmagazine.co.uk with your suggestions or for further information.
NHBF chief executive Caroline Larissey unveils an ambitious campaign to support Members through significant changes while championing sector excellence.
SURVIVE AND THRIVE
THE NHBF’S VISION FOR A STRONGER HAIR AND BEAUTY SECTOR
As we face perhaps the most significant period of change our sector has seen in recent years, the NHBF is launching its comprehensive campaign, Survive and Thrive with the NHBF. ‘This isn’t just another support initiative,’ says Caroline. ‘It’s a transformative programme designed to help Members navigate crucial changes while building stronger, more resilient businesses.’
Meeting the 2025 challenge head-on
From April 2025, our sector faces substantial changes: an increase in the National Living Wage, a dramatic rise in the 18-20 rate, increased National Insurance contributions and reduced business rates relief. ‘These changes present real challenges,’ Caroline acknowledges, ‘but they also offer an opportunity to reshape how we operate and demonstrate our sector’s resilience.’
A campaign built on understanding ‘What’s struck me most in my first year as chief executive is the extraordinary spirit within our sector,’ Caroline says. ‘I’ve had the privilege of meeting Members who have been in the sector for more than 80 years, alongside those just starting their journey. This campaign is built on their insights and needs.’
CORE OBJECTIVES
The Survive and Thrive campaign focuses on three core objectives:
1. SUPPORTING BUSINESS SUSTAINABILITY
● Navigation of budget impacts
● Maintaining profitability while ensuring legal compliance
● Protecting service quality
● Enabling growth opportunities
2. CHAMPIONING PROFESSIONAL EXCELLENCE
● Celebrating sector value
● Promoting best practices
● Sharing success stories
● Driving innovation
● Supporting professional development
3. PROTECTING MEMBER INTERESTS
● Strong political representation
● Industry advocacy
● Demonstrating economic impact
● Influencing policy decisions
Practical support for real change
The NHBF has developed comprehensive support across key areas: BUSINESS ADAPTATION
‘We’ve created practical tools that translate complex changes into actionable steps,’ Caroline explains. These include:
● Budget impact calculators
● Pricing strategy guides
● Cost management tools
● Value optimisation frameworks
● Growth planning templates EMPLOYMENT SUPPORT
With significant changes to wage structures, employment support includes:
● Updated contract templates
● Staff handbooks
● Employment guides
● Chair rental agreements
● Self-employment guidance
POLITICAL ENGAGEMENT
Political engagement is being strengthened through:
● MP briefings
● Policy submissions
● Economic impact reports
● Media engagement
2. REVIEW OPERATIONS
● Assess pricing strategies
● Evaluate staffing structures
● Ensure compliance
● Set clear targets
3. IMPLEMENT CHANGES
● Update pricing structures
● Adjust operations
● Evaluate and update the business
● Enhance service value
● Train and develop staff
Communication support Clear communication is crucial. The campaign provides: FOR CLIENTS
● Value demonstration templates
● Change communication guides
● Service enhancement messaging
● Quality assurance frameworks FOR TEAMS
● Change management support
● Training resources
● Performance development tools
● Motivation maintenance strategies
A future of excellence
PRIDE IN PROFESSIONAL EXCELLENCE
While the campaign focuses on practical support, it’s underpinned by a celebration of sector excellence.
‘This isn’t just about surviving changes,’ Caroline notes. ‘It’s about thriving through them and building an even stronger, more respected industry.’
The campaign includes specific initiatives to:
● Highlight sector success stories
● Showcase innovative business practices
● Demonstrate the sector’s economic and social impact
● Champion professional expertise
Building for success
The Survive and Thrive campaign offers a clear action framework:
1. CALCULATE IMPACT
● Utilise budget calculators
● Review current costs
● Project future expenses
● Plan adjustments
‘What gives me the most pride,’ Caroline concludes, ‘is seeing how our sector consistently rises to challenges. The Survive and Thrive campaign provides verified, insured advice Members can trust, backed by myself, our staff and our Board’s commitment to excellence.’ EXPECTED OUTCOMES INCLUDE:
● Sustained business profitability
● Enhanced legal compliance
● Continued service excellence
● Stronger sector voice
● Greater professional recognition
TAKING ACTION – MEMBERS ARE ENCOURAGED TO:
1. Contact the NHBF team for support
2. Review and utilise campaign resources
3. Plan implementation strategies
4. Monitor progress
5. Stay engaged with updates and community support.
For comprehensive support and access to campaign resources, contact our friendly membership team or visit nhbf.co.uk/survive-and-thrive
GENERATION
Five different generations could soon be present in the hair and beauty sector. Are there differences in work ethics, and how can business owners lead multigenerational teams effectively?
The generation gap currently divides the workplace, according to generations historian Dr Eliza Filby.
‘It feels wider than ever,’ she says.
Surveys often reflect conflict between Baby Boomers, Millennials, and Generations X, Z and Alpha. For example, according to a global survey by technology company The Adaptivist Group, half of workers over the age of 50 said they felt annoyed when younger colleagues didn’t have a pen.
Of the 18- to 24-year-olds surveyed, 38% reported communication challenges related to emojis and online slang, and 47% felt older workers slowed things down with ‘dated’ working techniques. More than half (56%) of all workers surveyed found generational collaboration challenging (see Resources).
What are generational differences?
‘Generational differences in the workplace, including the hair and beauty sector, stem from the unique economic and technological environments that each group grew up
in,’ says Karts Dwarka, HR adviser at WorkNest.
She suggests that Gen X professionals have had to adapt to new tools such as social media and online booking systems ‘while maintaining a strong work ethic rooted in traditional practices’. Millennials are often considered more adaptable and techsavvy, while Gen Z are thought of as seeking creative freedom, autonomy and tech integration.
While differences do exist, it’s important not to jump to conclusions or stereotypes, says Claire McCartney, policy and practice manager –resourcing and inclusion at the Chartered Institute of Personnel and Development. ‘Often there can be as many differences within a group as between groups,’ she notes.
What impact does stage of life have?
BEING
BORN IN A CERTAIN YEAR NEVER GUARANTEES YOU’LL HAVE SIMILAR EXPERIENCES TO SOMEONE BORN THE SAME YEAR IN ANOTHER TOWN, FAMILY, COUNTRY OR CULTURE
Ian MacRae, psychologist and member of the British Psychological Society’s division of occupational psychology, points out that there are some experiences that people born in a certain time are more likely to have than others, but birthdate doesn’t predict performance: ‘Being born in a certain year never guarantees you’ll have similar experiences to someone born the same year in another town, family, country or culture.’
Differences between age and generational effects are often confused.
‘The generalisations throughout history are that young people are less motivated, rude, unfocused and have no respect for their elders,’ says Ian. ‘This is probably true of some young people at any time in history – but stereotypes often lead us to make mistaken assumptions and decisions about individuals.
‘Age certainly can be a factor; generally, people become more resilient to stress
WHAT ARE THE DIFFERENT GENERATIONS?
Specific definitions of generations vary. According to Dr Eliza Filby: z Baby boomers: born between 1942 and 1965
z Generation X: born between 1966 and 1980
z Millennials: born between 1981 and 1996
z Generation Z: born between 1997 and 2010
z Generation Alpha: born 2011 onwards
FOCUSING ON LIFE STAGES RATHER THAN GENERATIONAL STEREOTYPES IS A MORE EFFECTIVE, PROGRESSIVE AND INCLUSIVE APPROACH
HOW DO YOU MANAGE
GENERATIONAL DIFFERENCES?
Debbie Digby, NHBF Board member, founder and CEO of Passion4hair
‘I identify people’s strengths and use them to assign everyone a role of importance regardless of their age or experience. This encourages a healthy, respectful culture where the team focuses on contributing collectively to the end goal. Once people respect the individual, age and generation melt away. We like hosting team lunches, with each member providing their favourite food. These transcend generation and culture, making people feel valued and part of the team.’
Yasmin McMail, salon director and owner, Rainbow Room
International salon
‘We’ve enhanced our social media presence and allowed for appointments to be made through any form of contact. We’ve also introduced flexible shifts to accommodate stylists with different needs, from parents to those pursuing education alongside work.’
Jamie Mettyear, NHBF vice president, owner and educator at Mettyear’s Day Spa, salon and café
and better at long-term planning with age, and this is helpful at work. And of course, experience plays a huge role.’
Differences in the sector
Hair and beauty professionals see differences. ‘Younger generations lead the way in protecting their time and preserving their energy, although these ethics are permeating the workplace,’ says Debbie Digby, NHBF Board member and founder and CEO of Passion4hair.
‘When I began my business 35 years ago, everyone worked the same hours, arrived together and left together,’ she continues. ‘If one stylist ran behind, we all stayed until the end. Today, the hours have to be flexible. It takes work to balance the needs of the clients and the team.’
advancement, and creating a positive work environment that values diversity.
‘We tailor our management style to each stylist,’ she adds. ‘While generational differences might influence communication styles or career goals, individual personality and passion for hairdressing are what truly shape each stylist’s approach.’
What can business owners do?
Employers should tap into different employee life stages if they are to get the best out of people and deliver for clients in ways that make business sense. ‘Focusing on life stages rather than generational stereotypes is a more effective, progressive and inclusive approach,’ says Claire.
‘We delegate independent tasks to individual team members. It’s important to include everyone and keep them focused. Salon policy ensures everyone is treated fairly and with respect, regardless of age and generation. It’s important to learn from each other, regardless of their generation.’
Yasmin McMail, salon director and owner of Rainbow Room
International salon in Glasgow, says younger stylists often prefer flexible schedules and quick communication via messaging apps, while older team members may favour more structured workdays and face-to-face interactions. This affects recruitment and retention.
‘To attract and retain talent across generations we’ve had to evolve our recruitment strategies and workplace policies,’ she says.
‘We emphasise our commitment to ongoing education, career
It’s crucial to develop selfawareness about behaviours and biases. ‘For leaders dealing with intergenerational teams, it’s about reflecting on your assumptions and your bias around what you know and think,’ says Karts. ‘Stand up to it, challenge yourself, ask others to challenge you when they see or hear your bias coming through. It’s also important to work with others and gain their perspectives – by gaining others’ perspective, you can break down bias and learn more about the individual.’
Managing different generations is a little like managing different
personalities – although, says Ian, ‘managing people with very different personalities can be more challenging because personalities don’t change substantially over time in adulthood. Both require finding a common purpose that different people can identify with.’
Strong leadership and communication skills, and finding what people share or what they can learn from each other, will help hair and beauty teams flourish, whatever generation they are. Recognising their different life experiences and reference points, and highlighting what these bring to the team, will lead to success.
RESOURCES
● NHBF blog – The importance of inclusivity in barbershops and salons: nhbf.co.uk/inclusivity
● The Adaptavist Group resource
– Digital etiquette: Mind the generation gap: b.link/ Adaptavist-generational-gap
● The Adaptavist Group blog
HOW TO EFFECTIVELY MANAGE INTERGENERATIONAL TEAMS
Find people who work well together across different ages. ‘And don’t assume conflicts are necessarily a result of age differences,’ says Ian. ‘There may be different expectations and assumptions, so make sure performance management is clearly explained and applies equally to everyone.’
Follow the principles of good people management. ‘Treat people as individuals and enable them to reach their potential at work, regardless of age,’ says Claire. ‘It’s about not making assumptions about employees, and having open two-way conversations about needs, hopes, desires and motivations,’ says Claire. ‘It’s also about creating a team environment where people are brought together around a common purpose and empowered to contribute to it.’
Foster an inclusive workplace culture. ‘This requires strong leadership that leads by example, communicates clearly and actively listens to feedback from all employees, regardless of generation,’ says Karts. ‘By creating a fair environment where expectations are transparent, and all voices are heard, leaders can unify diverse teams.’
IMPRESSIONS
Following the Autumn Budget in October, NHBF director of policy and public affairs Rosina Robson explains the announcements made and how they will affect Members.
On 30 October 2024, chancellor Rachel Reeves presented the Labour government’s first Autumn Budget since taking office. Described in its opening summary as a ‘Budget to fix the foundations of the economy and deliver change by protecting working people… and rebuilding Britain’; we take a look to see what the new statement contains, and what the changes mean for hair and beauty businesses directly.
Wage rates
● This was the major announcement that we were expecting. The Low Pay Commission had suggested a 5.8% increase in the National Living Wage (NLW) – but the actual NLW increase was 6.7% – slightly more than expected.
● We had urged the government to show restraint on wage rises, and the 16.3% increase in the 18- to 20-year-old rate and 18% increase in the apprentice rate don’t really deliver this. However, the government says it will move towards a single adult rate ‘over time’, as evidence allows.
The table (below) shows the new wage rates that will apply from 1 April 2025:
Impact on employers
● We had asked the government to counteract rising wages with targeted support for employers. However, employers had a double blow:
Employers’ National Insurance contributions (NICs) will increase by 1.2% to 15% from April 2025, while the NICs threshold will fall from £9000 to £5000. While the news has focused on the first measure, the second is expected to affect businesses the most.
● The better news for smaller businesses, with up to four staff, is that the Employment Allowance increase from £5000 to £10,500 will soften the blow of rising employer NICs – this means around 865,000 small businesses will pay no NICs next year ( 43% of UK employers). However, larger small businesses will not benefit as much.
● The current freeze in personal tax thresholds (income tax and National Insurance) will not extend past 2028.
THE BUSINESS THE BUDGET
NHBF INITIAL RESPONSE
NHBF chief executive Caroline Larissey said: ‘We asked the government for support for employers to counteract rising wages, so we’re pleased that they have listened and responded with a rise in the Employment Allowance. This will benefit some sector businesses, despite the rise in employers’ National Insurance contributions.
‘However, with 16%+ rises in the youth wage rates, there was nothing on interim support for the businesses that are training young people. The only “youth guarantee” for our sector will be that small and micro employers won’t be able to afford to take on apprentices. This makes it even more vital that Skills England is responsive to the needs of our sector, and that the new growth and skills levy channels major support to incentivise small and micro businesses to train apprentices.
‘We will engage constructively with the consultation around business rates reform. The decision to keep at least some support through a 40% retail business rates discount and freeze of the small business multiplier is welcome and important in the interim. The government was silent on VAT but we will continue to push for reform, which is the sector’s number one issue.
THE NHBF’S ACTION PLAN
employers and employees with more money in their pockets.
Business rates
● Many hair and beauty businesses already benefit from small business rates relief, and they will welcome the freeze in the small business multiplier. Slightly larger businesses that benefited from the 75% retail and hospitality business rates discount will see their bills rise, as it now sits at 40%. However, there was no guarantee that the government would agree to the continuation of a discount
‘While the Employment Allowance increase offers some breathing room, the dramatic rise in apprentice wages threatens to disrupt the traditional pathway into our sector. Without targeted intervention, we risk creating a skills gap that could take years to bridge. The government's approach to retail business rates shows they're listening, but more comprehensive support is needed to ensure the sustainability of apprenticeships in hair and beauty.’
● The NHBF is already feeding into HM Treasury’s business rates review to get the best for the sector, using feedback from our latest State of the Industry survey.
Other news
● Another year-long freeze on fuel duty in 2025 – useful for those who drive to work or whose business has a mobile element.
● A cap on corporation tax for the duration of this parliament – useful for stability and business planning.
● The largest real-term funding increase for the devolved nations since devolution:
– £3.4bn to Scotland
– £1.7bn to Wales
– £1.5bn to Northern Ireland in 2025/26.
● 4 November: Post-Budget meeting with business secretary Jonathan Reynolds. We have since written, calling for emergency support for employers taking on and training apprentices of up to £3000.
● 19 November: Sector roundtable with small business minister Gareth Thomas, and follow-up discussions. We’re actively sharing case studies and further evidence of the imapct on the sector.
● 1 December: Launch the Survive and Thrive with the NHBF campaign.
● Feeding into HM Treasury’s business rates review.
● Influencing the Department for Business and Trade’s industrial strategy and feeding into a government strategy for retail and high streets.
● Shaping Skills England and the growth and skills levy for the sector.
You might have missed… As announced in July, the government will invest £1.4bn over the next five years to recruit 5000 more HMRC compliance staff, raising £2.7bn per year in extra revenue by 2029-30. This may address tax avoidance in our sector and level the playing field.
Or is it? As business costs soar and gender-neutral pricing becomes more mainstream, we look at how to get a price review right.
WORDS KATHY OXTOBY
PRICE IS RIGHT
In April 2024, more than 5000 self-employed nail techs collectively raised their prices as part of The Nail Tech Org’s ‘National Nail Price Increase Day’ – reportedly because they were ‘fed up with crippling profit margins’ and earning less than the Living Wage.
The hair and beauty sector has traditionally been reluctant to raise prices. Their ‘unique and personal relationship with clients’ can mean owners feel ‘awkward and embarrassed’ about charging sufficiently, says Louise Fordham, NHBF Board member and owner of Bespoke Hairdressing in Rugby.
‘Our sector has underpriced itself for too long,’ she says. ‘We train for as long as any professional, yet we panic about putting our prices up by £1.’
However, regular and realistic price reviews are crucial if you are to stay on top of rising costs and stay profitable.
Time to review
A price review can be done at any time, says Phil Jackson, salon business coach and owner of Build Your Salon. ‘The point is to make sure we remain profitable. Any time that’s not the case is the time to review prices.’
Costs shift throughout the year, so prices must keep up, he says. Energy, supplier, rent and wage costs are just some of the things to consider. He recommends reviewing prices at least twice a year, because ‘none of us can predict what our costs will look like more than a few months ahead’.
Hair and beauty business owners will have different preferences when it comes to reviewing and raising prices. Louise reviews some element of her pricing roughly once a quarter. She considers the National Living Wage (which changes with the government’s budget and affects staffing costs), utilities pricing and twice-yearly increases from suppliers.
‘We tend to review our cutting increases at a different time to our
WE ARE AN INDUSTRY OF PEOPLE PLEASERS, AND THERE’S A LOT OF INSECURITY ABOUT CHARGING MORE. WE UNDERVALUE WHAT WE CONTRIBUTE
colour services, so the client doesn’t get a big increase in one go,’ she says.
Mikey Pearson, owner of awardwinning men’s salon Manifesto, London, finds January or April (the beginning of the tax year) the best times to review pricing. ‘We’d avoid anything in the lead up to Christmas, when everyone is more price sensitive,’ he says. ‘We take an overall perspective on increases and implement them no more than once annually.’
Owners also differ on whether they ‘announce’ increases to clients, and how they inform them.
For Mikey, announcing increases in advance is about transparency: ‘We wouldn’t want to mislead any clients.
● Be confident and transparent
● Price reviews are part of running a business, and clients understand that
● Know your numbers –understand what your costs are and be prepared for price rises from suppliers
● Consider using ‘softer’ language, such as ‘price adjustment’ rather than ‘price increase’
● Don’t undervalue yourself or your team.
We announced the increase clearly on the website and in the salon.’
Salon owner and educator Christian Wiles, of Wiles Studios in Northampton, announced his most recent increase in April 2024. Giving clients two months’ notice, he worked with a marketing company to email those on the salon’s database and send out an SMS ‘blast’.
Daniel Allen, owner of hair and beauty salon Blunt by Daniel in Grantham, always explains the reasons for increases to clients, and prefers to use ‘softer’ language such as ‘price review’ or ‘price adjustment’.
Not all salons announce their increases. ‘We used to, but a business coach asked us: “Supermarkets don’t do that, why would you?” and we couldn’t think of a good answer,’ says Louise.
‘But we put a statement on our website explaining our pricing review policy.’
Gender-neutral pricing
Gender-neutral pricing is on the rise. ‘Our industry has always been welcoming and fair, and there is an opportunity to lead the way in genderneutral pricing and inclusive spaces,’ says Phil. He advises de-gendering the price card and removing language around ‘gents’ cuts or barbering services, instead referring to a ‘clipper cut’ or ‘short haircut’.
Louise’s salon has a gender-neutral pricing policy. ‘There should be no service that could or couldn’t be provided based on gender,’ she says.
‘Hair doesn’t have a gender.’ Instead, the cost of a service depends on how long it will take, the skillset required and the cost to the business.
Christian’s salon also has genderneutral pricing – ‘we price on time, not
WHAT WE DO IS NOT A HOBBY, IT’S A BUSINESS, AND WE NEED TO MAKE SURE IT’S WORTH THE EFFORT WE’RE PUTTING IN
the individual’. When pricing different services he factors in stylists’ hourly rates, as well as product costs and bills.
Confidence in your worth
When looking at pricing, it’s important to have confidence in your and your staff’s worth. However, those in the hair
sector tend to be dedicated to making clients feel valued, and not to reflect their own value in their pricing.
‘We are an industry of people pleasers, and there’s a lot of insecurity about charging more,’ says Phil.
‘We undervalue what we contribute.’
The beauty sector is ‘better at pricing’, he says – possibly because beauty bases its prices on transformation, and some beauty services deliver ‘a strong transformation’.
It’s more crucial than ever for the sector to recognise its worth and charge appropriately, given that many traditional services now take longer thanks to newer techniques – such as hair colouring methods or freehand nail designs.
GENDER-NEUTRAL PRICING TIPS
● De-gender the price card – for example refer to ‘short haircut’ rather than ‘gents’ cut’
● Look at the skillset required for the service and the cost to the business
● Consider having a cut and blow-dry price and a barbering price.
‘Colour work is much more time consuming than when I started,’ says Daniel, who has a time-based pricing strategy. ‘And expectations are higher, with people wanting to replicate styles on social media without realising it can take hours to achieve these looks.’
Barbershops often have standard pricing based on, say, 20 minutes for a cut – but if a client wants a skin fade and this takes longer, this should be factored in, says Christian. Hair and beauty organisations need to do more to ‘raise awareness about the value of the sector’, to help with recruitment and help the sector to be more confident in its worth, he adds.
‘What we do is not a hobby, it’s a business, and we need to make sure it’s worth the effort we’re putting in,’ says Daniel. And Louise warns that if the sector doesn’t start charging appropriately, ‘we can’t afford to grow our future professionals’.
What would she say to other hair and beauty business owners? ‘Focus on all the people that are pleased with your services, and price your business accordingly. Our sector is awesome, and we are worth every penny.’
RESOURCES
● NHBF blog – Prices, retail and profits in your salon or barbershop: nhbf.co.uk/ pricing-profit
● NHBF blog on the shift towards gender-neutral pricing: nhbf.co.uk/genderpricing
NEURODIVERGENCE
Neurodiversity Week takes place from 17 to 23 March and serves as a reminder for the sector to recognise and invest in neurodivergent talent for long-term success. Here’s how.
WORDS KATIE SMITH
Around 15% of the UK’s population is believed to be neurodivergent.
From attention deficit hyperactivity disorder (ADHD) and autism to dyspraxia and Tourette syndrome, neurodiversity refers to the different ways people’s brains function, process information and ultimately learn.
While 700,000 people in the UK are diagnosed as being on the autistic spectrum, the National Autistic
SPOTTING
THE SIGNS
As a neurodivergent person, Sally often recognises the signs and characteristics of other neurodivergent people in the sector. These may include:
● TIME BLINDNESS – neurodivergent employees may not be able to stick to the time you’ve given them because they’ve been distracted.
Society says there could be another 750,000 undiagnosed adults in England alone. In addition, around 3% to 5% of adults in the UK are estimated to have some kind of dyspraxia or developmental coordination disorder.
Unlocking untapped talent
In the hair and beauty sector, there is an opportunity to be more proactive in identifying neurodivergent individuals and use their strengths for entrepreneurial success, says NHBF Member Sally Coles-Robertson, owner of Sisu Salon in Cheshire.
Sally, who realised she was neurodivergent at a young age but wasn’t diagnosed with dyslexia until 2008 and ADHD until 2019, conducted her own research with hairdressers, beauty therapists and barbers in 2021. She found that 18% of those surveyed identified as neurodivergent, with ADHD being common. However, the NHBF suggests this could be much higher – up to 60% of the UK hair and beauty sector could be neurodivergent.
Sally now works with organisations such as the ADHD Foundation to raise awareness and champion neurodiversity. In November, she qualified as an ADHD coach for adults and executives.
● HYPERFOCUS – If they’re doing something they love, they may take longer to do it, which is linked to time blindness.
● DAYDREAMING – When you’re chatting to them, it might seem like they’re not listening to you because their mind is so busy with their own thought process.
● MULTITASKING – They may be good at doing lots of things simultaneously.
‘One of the things with neurodivergent people is our rejection sensitivity disorder or dysfunction – we may find it harder to regulate emotion,’ she explains. ‘But one of the advantages is that you get good at observing because you can read a room.’
Sally has trained many of her staff over the years. ‘We operate a 360-degree appraisal process where everyone’s creative ideas are valid,’ she says.
THERE IS AN OPPORTUNITY TO BE MORE PROACTIVE IN IDENTIFYING NEURODIVERGENT INDIVIDUALS AND USE THEIR STRENGTHS
For neurodivergent employees, she uses goal mapping, success pyramids, one-on-one meetings and bi-yearly away days to maximise their capabilities within the salon (See Championing hands-on training, below).
‘As salon owners, we need to be aware of neurodiversity and we need to be asking open questions to these people coming into the sector,’ she explains. This includes psychometric testing to find out about employees in terms of their creativity and advantages within the team (See Top tips for nurturing neurodiversity at work, right).
SECTOR SUPPORT FOR INCLUSIVITY
‘Left-handedness may be associated with creativity, so we need to be asking if they can use both hands when blow-drying, for example,’ Sally explains.
‘Neurodivergent individuals tend to be kinaesthetic learners – the ones that need to be physically shown how to do it. They may take more risks, not have a filter and be chattier.’
Championing hands-on training
Amelia Beech, advancing stylist at Sisu Salon, had her sights set on a career in hair and beauty for as long as she can remember. Since starting as a weekend assistant five years ago, she has progressed through her apprenticeship and is now doing her level 3 training. ‘I love it,’ she says. ‘It’s a home from home.’
Amelia discovered she had neurodivergent traits while at school. Like Sally, she learns faster by physically being shown things. ‘Sally is very hands-on. In my level 2 training, I struggled a lot with the theory, but Sally helped me find ways of remembering shampooing
Nurturing neurodiversity is a focus area for the NHBF. ‘We are developing “Business in a box” toolkits for neurodivergent Members,’ says Joanna Lancaster, NHBF quality and standards manager for beauty and aesthetics. ‘There will be guidance for different neurodivergent complexities. We’re also creating some webinars to help support employers understand the different characteristics of neurodivergence and how to support their staff. In addition, we’re partnering with providers that can further enrich our neurodiverse offering.’
As for fostering a more inclusive and innovative future for the hair and beauty sector, Joanna says: ‘Do not stereotype or ignore concerns. Sometimes there can be a temptation to put your head in the sand and hope things will naturally work out.
‘Don’t overlook potential in individuals as well. That could be fostered by training and improving awareness within your team, like collaborating with charities.
‘Think about not having such rigid expectations because if you’re not neurodivergent you may expect everybody to be the same as you, so have more flexibility in your approach.’
TOP TIPS FOR NURTURING NEURODIVERSITY AT WORK
CONSIDER psychometric testing to find out more about your team in terms of their creativity and talents. to what your employees are saying and why they’re saying it, so you can adapt to different ways of working.
about the physical working environment:
Adjust the lighting
Have sound-absorbing panels for noise reduction
Organise products, tools and equipment.
PROVIDE a mix of verbal and written instructions in simple terms and allow extra time for employees to process these.
● MAKE sure all team members are aware of neurodiverse characteristics, so everyone can work together more holistically.
techniques like making up sayings or phrases.’
This support works both ways. ‘I learn from Sally, and she learns from me,’ she says. ‘It helps that we’re both left-handed, as everyone else in the salon is right-handed. We all help each other and we’re always there for each other.’
Ultimately, she says: ‘Employers need to take a step back and listen to what their employees have to say and why they’re saying it. Everybody works differently, so it’s just a case of having to adapt to how everyone works.’
RESOURCE
● NHBF guide on embracing neurodiversity in the workplace: nhbf.co.uk/ neurodiversity-at-work
There is always something new to learn in hair and beauty. The everevolving nature of the sector means continuous education is crucial if you are to stay ahead of the curve. But with so many academies online and courses on offer, where do you begin – and how often should you and your staff upskill?
Katie Nicholls, owner of KVN Hair and Beauty Academy in Hornchurch, Essex, offers education ranging from basic accredited courses to full regulated qualifications and teacher training. Her advice? Do your research before embarking on a course, paying attention to whether the teacher is qualified, and the company is insured.
‘Suss out the provider first,’ she says. ‘Ring up and don’t be afraid to ask questions. Ask to see proof of their certificates and how long they’ve been training people for. It’s mad how many people don’t ask these things.’
WHEN IT COMES TO LEARNING A REGULATED QUALIFICATION, YOU NEED HANDS-ON, FACE-TO-FACE HELP
The right result
Hair and beauty training is broad, so check whether the end qualification is nationally recognised and regulated. ‘Certain things are licensable, especially in the beauty industry,’ says Katie. ‘People will often go on courses because they’re cheap, and then find themselves paying again after discovering they can’t get a licence from the local authority.’
Tutors like Katie must do 30 hours of continuing professional development (CPD) training each year. She believes 30 hours of education a year – roughly two to three day-long courses – is perfect for both employed and selfemployed professionals, and may cost around £450 to £500 per person per year if you use good quality courses. Always check
THE EDUCATION
How do you choose the best education and training for yourself
and your team?
WORDS NATASHA RIGLER
NHBF MEMBER VIEW
Clive Boon, owner of Boons Hair Salon, Nottinghamshire, says:
‘I was fortunate to have a well-rounded hairdressing education. I started in the family business, where I had solid in-house training. Later, I spent three days a week at Vidal Sassoon and then with Ginger Group on King’s Road, London, for 18 months. Both experiences were invaluable because I was learning from the industry’s best.
‘Work with people outside your usual environment.
I would advise people to use their manufacturer’s education systems. We work with Wella UK, which has provided in-house and studio training for our staff.
As a result of this, I have been a guest artist for Wella for more than 30 years.
‘Always learn new things, such as techniques and processes, and push yourself out of your comfort zone – the learning never stops. As soon as you think you know everything, think again.’
the CPD accreditation before committing to a course, as you may be wasting time and money. Katie likes to focus on experienced staff, as she feels that apprentices are usually ‘fresh out of education and will be already focusing on what they’ve just learned, rather than needing to gain new skills’, and therefore need supporting in other aspects.
Different paths
Leading manufacturers and brands offer CPD training to salons that stock their products. Such brands’ prominence at Fashion Week
means their work is up to the minute, and time spent with them is a great advert for your salon or barbershop. ‘You can show the brand has visited you and offer clients the new skills learnt,’ says Katie. There are other CPD free training options, too – if you or staff want to learn an unaccredited skill such as a hair-up technique, YouTube and TikTok are brimming with tutorials. ‘Practise something like this on a mannequin’s head before moving onto a couple of clients,’ suggests Katie. ‘It’s still a learning process and costs nothing.’
Online courses are also worth considering.
‘If you want to update a skill such as nail art, online courses are good,’ says Katie. ‘But when it comes to learning a regulated qualification, you need hands-on, face-toface help. Peer support and feedback is vital to ensure you’re doing everything correctly.’
NHBF view
CPD KEEPS PEOPLE ENGAGED.
THE MORE YOU INVEST IN A PERSON, THE MORE YOU’LL GET
BACK
The NHBF’s Professional Code of Conduct requires Members to ensure their team has the correct qualification for the services, treatments and procedures they deliver, alongside receiving opportunities for CPD.
Details of assured trade members, including assured training providers are available on the NHBF website (nhbf.co.uk/xxxxxx), to ensure business owners and employees can find education and training providers they can trust.
The NHBF has also updated its guide on qualification requirements and age restrictions (nhbf.co.uk/qualificationsfactsheet). This shows the qualifications, prerequisites, academic progression required and careers available for anyone providing hairdressing, barbering, beauty therapy, nail services, beauty therapy advanced practices and aesthetic services, treatments and procedures from levels 1 to 7.
‘Our sector is innovative and moving forward all the time,’ says Cathy Weston, NHBF director of quality and standards. ‘There are always new techniques, terminologies, products and technologies emerging and it’s very fast paced. Because of this, training should never stop – you need to keep yourself up to date by accessing credible courses.
‘CPD also keeps people engaged. The more you invest in a person, the more you’ll get back.’
Top tips
Katie Clark, CEO and founder of Katie Barnes Tool Range & Education in Stratford-upon-Avon, shares her tips for staff and personal education.
1 Accreditation or certification
Before enrolling, ensure the course is accredited or certified by a UK regulated awarding organisation. Accreditation guarantees the course meets specific standards of quality and credibility, meaning your staff will receive valuable and recognised training and can obtain insurance in that service post-qualification.
2
Tutor's background
Check the tutor’s qualifications, experience and reputation. A qualified and experienced tutor can provide valuable insights and practical knowledge during training, enhancing team members’ skills and expertise.
3
Student feedback and reviews
Look for testimonials and social media posts from previous students to understand their experiences and the effectiveness of the training. Positive feedback and examples of successful work can give you confidence in the course’s value.
RING UP AND DON’T BE AFRAID TO ASK QUESTIONS. ASK TO SEE PROOF OF THEIR CERTIFICATES AND HOW LONG THEY’VE BEEN TRAINING PEOPLE FOR
4
Cost effectiveness
Ensure the cost aligns with your budget. While high-quality education may come at a higher price, it is essential to weigh the course’s benefits against the investment. Look for courses that balance affordability and value.
5 Frequency
Establish a consistent schedule for staff education to ensure continuous improvement and skill development. Regular training can keep your team updated with the latest trends and techniques. Consider setting aside dedicated time for education to foster a culture of learning within your business.
RESOURCES
● NHBF blog – The importance of training in your hair salon or barbershop: nhbf.co.uk/ importance-of-training
● NHBF blog – The importance of training in your beauty salon: nhbf. co.uk/training-provider-guide
Shining a spotlight on longstanding Members, the NHBF’s Recognition Campaign acknowledges their loyalty and contribution to the sector.
MILESTONE
MEMBERS
From South Wales to Southport, the NHBF has been travelling across the UK to meet some of its longstanding Members. So far, five have been recognised in the NHBF Recognition Campaign for their commitment to the sector.
NHBF chief executive Caroline Larissey, who has been visiting the Members to thank them, says that each of the salons has a unique approach to their business but that they all share a common thread – ‘an unwavering commitment to excellence and client satisfaction’.
‘Despite the challenges our sector has faced in recent years, these professionals continue to invest in their skills, businesses and communities,’ says Caroline. ‘The resilience, creativity and professionalism I witnessed in these salons fills me with optimism for the future of our sector.’
Clive Boon
Clive is the owner of Boons Hair Salon in Retford, Nottinghamshire. The business was set up by his grandfather in Doncaster in 1922. Clive has worked in the sector and been a Member himself for 46 years. However, the family business has been an NHBF Member for as long as the NHBF (previously NHF) has existed – more than 82 years.
Looking after clients: Everyone in the team cares about our clients. We have a lot of people who have been coming to us for years. I used to cut a woman’s hair who went to my granddad when she was four. Looking after our regular clients has kept the business going. Committed to training: I’ve been in the industry for a long time, but I still
have training. This keeps me motivated and develops my skills. Special moments: I’ve experienced things in my life that I would never have done if I hadn’t gone into hairdressing. I’ve travelled around the world doing hair shows and taught for companies like
Wella. I’ve also had my photography published in the Hairdressers Journal. Source of support: The NHBF has helped me greatly over the years, through support with contracts and legal advice.
Valuing Members: It’s really nice to be recognised as a longstanding Member.
Graham Smith
Graham is a senior stylist at Graham Daniels Hair and Beauty in Billingham, County Durham. He used to own the salon with his wife Barbara before recently deciding to sell it. Graham has worked in the sector for 60 years and been a Member for more than 50.
Running a successful business: I love art and looked after the creative side of the business, and Barbara managed the administration and staff development. Our different skills complemented each other. Passion for the job: When I took my first job, I had no intention of becoming a barber or hairdresser – I just wanted to earn some money. But within the first week, I knew I wanted to make something more of it. Making clients feel special: I love chatting to clients and have a good sense of humour. You’ve got to be professional, but it’s also nice to give somebody a lift. Helping each other: Being part of the NHBF is great – everyone supports each other and I’ve had a lot of help from other Members.
Proud to be recognised: I’ve never been one for attention. When we used to go to competitions, I would avoid the cameras and put other people in front of them. Saying that, I feel proud to have been a Member for so long.
WORDS KELLIE SMITH
Lloyd Griffiths
Lloyd is the owner of Just Lloyds in Porth, South Wales. He has worked in the sector for 60 years and been a Member for 55 years.
A warm welcome: We’re a friendly salon in a small village. Nearly everyone in the local area knows us. All staff are treated as equals, whether they’ve been with us for 40 years or two. I’ve a member of staff who has been working with me since she was 18. She’s now in her early 40s.
Working past retirement: I’ve had a long career because I enjoy it
so much. I don’t see it as work. I’m 75 now and could retire but I won’t.
Meeting people: I enjoy the social side of the business, talking to clients in the salon and meeting other hairdressers at conferences and competitions. I’ve met people from all over the world and have friends in Poland, Italy and the US.
Benefits of membership: Being part of NHBF competitions has helped the salon. Over the years, staff have won several awards, which has given us publicity in local papers and magazines.
Honouring Members: It’s fabulous the NHBF is recognising longstanding Members.
TOP TIPS TO LONGEVITY
LLOYD SAYS: ‘Make sure you look after your staff. If you treat them right, they will stay loyal to you.’
JOHN SAYS: ‘Have a broad mindset. If you only think about today, you’ll never make tomorrow. Learn about different trends and think about what will be fashionable in the future.’
GRAHAM SAYS: ‘Be passionate about what you do and enjoy it. Clients will see this and continue to come back.’
CLIVE SAYS: ‘The profit margin in our industry isn’t huge. So, make sure you charge what you need to charge to keep your business going.’
John Belfield
John is the owner of John Belfield International Hair Salon in Newcastle-underLyme, Staffordshire. His son Jonathan Belfield now runs the business. John has worked in the sector for 64 years and has been a Member for more than 50.
A family business: My first memory of hairdressing was going to what was an NHF event with my dad when I was 12. All my family have been involved with the NHBF, starting with my grandfather, who opened the family salon in 1908.
My son Jonathan is fourthgeneration. Being recognised in the NHBF campaign brings back a lot of positive memories for the family.
Building connections:
Many of our clients have been coming to us for 50 or 60 years and they’re like a family.
Loyal staff: When we take an apprentice on we want to convert that person into a hairdresser and long-term employee. One of our staff members has been with us since 1978.
An exciting industry: Hairdressing is a way of life and gives me a reason to get up in the morning. I’m constantly learning, which is great.
A trade organisation is paramount: We couldn’t run our business without the NHBF. It provides a salon owner with everything they need to run a business.
Dora Fletcher
Dora is the owner of Dora Hair Fashions in Southport, Merseyside. She has worked in the sector for 72 years and been a Member for 62 years. Family footsteps: My mother was a hairdresser and had her own salon in Bury. I was brought up in hairdressing and spent a lot of time in the salon as a young girl. Shortly after I opened my salon in Southport, my mother had a stroke. I was her carer and took her to work in a wheelchair. She enjoyed going to the salon and got to know all the customers.
Treating clients well: A lot of clients have come to the salon for 40 to 50 years. They become good friends. I try to make every client feel special. Being creative: I enjoy the creative side of hairdressing and liked entering competitions. I won lots of trophies. In 1962, I entered the L’Oréal Colour Trophy and won the heat in Manchester, before winning third place out of 74 competitors in the final at the Royal Albert Hall in London. Being an NHBF Member is essential: It offers so much guidance and support and has really helped me.
With February marking National Apprenticeship Week, salons, barbershops and clinics across the country are
reaping the benefits of recruiting and training the next generation of hair and beauty professionals.
The unit accreditation structure of the Hair Professional Standard Level 2 sees skills and knowledge broken down into manageable chunks, while allowing apprentices to gain valuable on-the-job experience and support business owners.
So how can apprentices give your business a boost?
1Hit the ground running
By focusing on completing units that cover specific skills such as blow-drying, cutting or colouring, apprentices quickly develop the entrylevel competencies needed to support other colleagues, work
on the shop floor and bring vital additional income into the business.
‘Apprentices can save your business time and money,’ says Cathy Weston, NHBF quality and standards director. ‘When an apprentice has completed a unit – for example in blow-drying – and it has been signed off by a competent assessor, that unit is a standalone qualification. By asking an apprentice to carry out a routine task such as blow-drying a client’s hair, you’re freeing up your money-making stylists to service more clients.’
NHBF Board member, educator and business consultant Beverley Bates agrees. ‘The unit accreditations allow apprentices to be incomeproducing very quickly. The qualifications also mean they are covered by your insurance to provide services on the salon floor. And not just washing hair or doing colours – they could be recommending products, applying treatments or working on reception. They can absolutely boost productivity.’
GENERATION
In the second edition of our quality, standards and education insight series, we explore the value of unit accreditation in helping to grow your business.
WORDS EMMA BENNETT
TOP TIPS
BEVERLEY: ‘Recruit well and be a strong leader. Do what you say you’re going to do and don’t break those promises. And if that means you train them and they move on, that’s okay – we’re just part of their journey.’
CATHY: ‘Treat your apprentices like your other employees – as valued members of the team. While it does require initial investment, if you train people well and maximise their potential, you’re bringing extra income and the next generation of talent into your business.’
LAURA LEIGH: ‘When we trained there was a lot of pressure and we worked long hours, but this generation doesn’t respond well to that kind of culture. There must be mutual respect, and we should want them to aspire to be better than us.’
2Find the best talent
Finding and training young people gives business owners first pick of tomorrow’s hair and beauty superstars by positioning their business as a credible employer and a great place to work.
‘If you’re seen as a people developer, it gives you credibility and authority in the marketplace,’ says Beverley. ‘If you build up good relationships with schools, colleges, and training providers you can be a real advocate for the sector and become the place to train.’
Laura Leigh Kerr is academy director at Rainbow Room International in Glasgow and three-time winner of HJ’s British Hairdressing Business Awards’ Educator of the Year. She says her apprentices are a huge factor in finding and recruiting new talent. ‘They talk to their friends or cousins and inspire other young people,’ she says.
‘The way the apprenticeships are set out to teach them not just skills, but behaviours, means they are gaining the life experience they need to work in a salon – for example, communication and how to manage multiple clients with different personalities and needs. We need those skills in our business – you can’t learn them in the classroom.’
PAYING THE RIGHT WAGE
The NHBF works closely with the Low Pay Commission, which advises the UK government on the National Minimum Wage –including how much apprentices should be paid. This year saw the largest-ever increases to 16- to 20-year-olds’ minimum wage, with the 16- to 17-year-old rate (and the Apprentice Rate) rising by 21% to £6.40 per hour.
Rosina Robson, NHBF director of policy and public affairs, says: ‘The NHBF feeds in both comprehensive written evidence using the State of the Industry surveys and a range of data sources and oral evidence. We have also met with NHBF Members, asking them about the realities of running a business, taking on apprentices and the impact of rising wages. Our main message for the government this year was to counteract rising wages with further targeted support for employers.’
3Flexible and tailored training
Unit accreditation gives business owners and apprentices flexibility over how and when they complete each unit, with each finished one being a standalone qualification. This makes it less daunting for some people, while allowing those with commitments, such as caring responsibilities, to continue their education.
Laura Leigh explains: ‘I run courses for Action for Children and the Prince’s Trust, and unit accreditation works well for those from disadvantaged groups because it may be difficult for them to stay
engaged for the whole apprenticeship, and yet they still come away with a valuable qualification.’
Cathy says businesses could benefit by progressing an apprentice’s skills in specific areas. ‘If a hair and beauty business specialises in a particular area – for example curly or coily hair – they can focus an apprentice’s training in that area and build on those skills.’
4
Securing the future
By training the next generation, owners can ensure they’re futureproofing their business. ‘For a business to grow and be sustainable it requires up and coming talent, with long-term investment and support for the next generation,’ says Cathy.
Laura Leigh agrees: ‘We all came from somewhere and we have an obligation to impart our knowledge and do our bit for our sector.’
Beverley says that one way to get the best out of people is to develop a culture of nurturing new talent – and it’s also personally rewarding. ‘I practise the rule of 33%,’ she says. ‘This is where you spend 33% of your time with mentors – those you can learn from – 33% with your peers, who keep you grounded, and 33% with those you can mentor and guide. That ensures a continuous cycle of growth. When I look back at some of the people I’ve helped develop, that’s what I feel most proud of.’
RESOURCES
● NHBF resource – Taking on an apprentice: the basics: nhbf.co.uk/taking-on-anapprentice
Whether you embrace them or buck them, we take a look at the latest trends.
EYES ON 2025
From dolls to goddesses, beauty trends are taking diverse inspiration in 2025.
According to Pinterest’s annual trend predictions, interest in doll-like make-up is on the up, with a 45% rise in searches on the site.
Aura beauty – described as a ‘high hue look that’s all about honing in on a colour aesthetic and flaunting it from chin to cheek’ will also be a vibe this year, with a 365% rise in searches for ‘full colour make-up eyes’.
Expect twinning to be a thing, too: searches for ‘matching nails couples’ are up 35%, the report says.
And goddess-inspired looks, including twist braids, nails and gold facials, will also feature highly in 2025. WANT TO STAY UP TO DATE WITH THE LATEST NEWS AND TRENDS?
GONE TOMORROW?
The reality of the hairdressing sector’s recruitment crisis became more stark with figures released by the Department for Education.
Data for England shows a 70% drop in hairdressing apprenticeships over the last decade – with just 1520 students completing their training last year, compared with 8660 in 2015. The dwindling numbers entering the profession – particularly among Gen-Z –has led the sector to warn of staff shortages and longer waits for appointments.
As barbershops, beauty salons and nail bars continue to thrive, the NHBF has highlighted the need to recognise and support hairdressing as a viable career option for young people. See our cover feature on page 22 for more on the sector's multigenerations.
brown hue whose inherent richness and sensorial and comforting warmth extends further into our desire for comfort, and the indulgence of simple pleasures that we can gift and share with others.‘
And share the shade is exactly what you can do. Be prepared for increased requests for sumptuous brunettes as well as dessertinspired beauty looks, with other shades in the 2025 Pantone palette including Cannoli Cream, Chocolate Martini and Cream Tan. Yum!
REPORT PERSONAL FLAIR
Global trends analyst Mintel predicts a shift in consumer beauty and personal care priorities this year. Its annual report identifies three overarching trends:
● Smart, customised beauty practices that leverage personal knowledge and technological advances. Consumers will work smarter, not harder, on their beauty routines.
● With the effects of climate change becoming more evident, consumers will demand a seamless connection between ethical practices and highperformance beauty solutions.
● A mindful, long-term approach to beauty, emphasising prevention over repair. Embracing simplicity and comfort, consumers will start even earlier with their routines, integrating nostalgic and sensory-rich experiences.
OPTIMISE SCHEDULING AND STAFFING TO MAXIMISE EFFICIENCY
Start the new year as efficiently as possible by ensuring your team and booking system are the best they can be.
WHAT impact does good staffing and scheduling have?
Customer experience
OUR EXPERTS
Fred Helou, Vagaro founder and CEO, and Renee VanderHorst, Vagaro product marketing manager
FRED: For staffing, software reports show where, when and with whom you’re being booked the most. This is helpful in making data-driven decisions about when you should schedule more staff during busier hours and examining the percentage of bookings for each employee. Clients will benefit from this as they will have less waiting around and more efficient service.
Data shows that around 40% of appointments are booked after business hours – and that younger generations prefer to book online. That’s why having
effective online scheduling is crucial, giving clients the ability to book in their own time.
Staff productivity
RENEE: Effective scheduling creates clear expectations around availability and maximises revenue opportunities. Both overstaffing and understaffing have their pros and cons, but understaffing may be ideal if stylists are operating below an 80% retention rate – something easily tracked with software.
Increasing productivity
RENEE: When businesses can easily view a clear outline of their day, they can plan better, stay organised and work to their full potential. FRED: Features like artificial intelligence help give your time back. Whether
drafting a marketing campaign or writing service descriptions and employee bios, you can use this tool to take care of certain tasks – allowing you to focus on clients.
Increasing bookings
RENEE: Clients book when doing so is easy and convenient. If your scheduling site or page is too difficult to use, or it’s hard to get hold of stylists or your front desk quickly, it could discourage people from booking at all.
Forecasting
RENEE: Software makes it easy for hair and beauty professionals to view reports that show them trending services, products and so on – which helps them to see where they have more potential to book and how much they’ll be able to make based on the number of hours scheduled in their diaries.
WHY being online matters
‘In today’s digital world, any business that isn’t online is limiting its growth and longevity,’ says Fred.
‘A salon that relies on outdated manual systems will struggle to stay competitive, and owners may find themselves burned out from juggling administrative tasks.
‘With automated scheduling, owners can easily control the flow of appointments and decide how many clients to accept, maintaining a balanced and sustainable workload.
‘Embracing technology leads to greater success and a healthier work-life balance for the entire team, and a better experience for the client.’
HOW to avoid staffing and scheduling pitfalls
Fred and Renee offer their top tips…
FRED:
● Don’t over-hire – recruit based on current business volume, especially if your salon operates on commission. Encourage your team to gradually open up more availability as they build their clientele, so each stylist can maximise productivity without unnecessary downtime.
● Support employees to grow their client base and increase revenue by teaching them how to genuinely upsell products.
● Prioritise visibility on social media platforms such as Instagram. Posting regularly and including a booking widget on your profile makes it easier for potential clients to book directly from your page, increasing convenience and accessibility.
● A common pitfall is inventory management. To avoid overstocking, only purchase what you’re consistently selling. Ensure you have software that can generate real-time data on product sales, allowing you to make informed decisions about what to stock up on and what to avoid. This reduces waste, optimises expenses and keeps your inventory lean and profitable.
RENEE:
● Take time to ensure new hires are a strong cultural fit – skills can be taught, but values and attitudes are harder to change. Effective staffing starts by recruiting individuals who align with the business’s mission and customer service standards, creating a team that works harmoniously and professionally.
● Prioritise quality over speed in the hiring process to avoid costly staff turnover, and don’t hesitate to part ways with staff who don’t align with the business’s values or performance expectations. This will build a committed, positive team, enhancing both client experience and overall productivity.
● Find out more about software at nhbf.co.uk/salon-software-guide
WORDS HELEN BIRD
APPRECIATION
To celebrate National Apprenticeship Week, here are some of your apprentices being recognised for their hard work.
Have you created a style that you're particularly proud of and want to shout about? Then post a picture to Instagram with the hashtag #salonfocus or tag @nhbfsocial and your shot could be included on these pages.
Barrie Stephen Hair, Leicestershire Jess Deakin and Barrie Stephen
Collinge & Co, Liverpool Level 3 apprentices at graduation
Coray and Co, Cardiff Isabelle Williams Mark Coray and Elinor Williams
Headmasters, Leamington Spa Alisha Hayles, Lorna Winfield and Keri Chimes
Feathers Hair Group, Braintree Molly McCann and Lucy Hayes
Trigg Hair Studio, Edinburgh Desmond Johnston Fiona Johnston, Alisha Cowper Barrie and Tilda Campbell
Feathers Hair Group, Braintree Eva Logan and Lucy Hayes
LK Hair, Bromsgrove Hannah Gill Louise Hutchins, Karen Grove and Lanie Price
John Belfield, Newcastle Elise John and Charley
Hairsmiths, Norwich Freya Goldsmith and Keira Knapthine
Feathers Hair Group, Colchester Kim Watson and Leah Osbourne
Less Than Zero Barbers, Chesterfield Finlay Wattam, Cosmin Sustar, Ravi Bhacoo and Mario Karaj
Boons, Retford Ella Johnson and Clive Boon
DIJA AYODELE
The award-winning aesthetician, clinic owner, skincare expert and author shares her success story so far, and her plans for 2025.
My first memories of skincare are… playing with my mum’s Oil of Ulay (as Olay was called in the 1980s) and her pink Fashion Fair make-up compact. I didn’t know I could build a career in it, though, and I didn’t start working in the industry until after university and a short stint in banking.
Without a doubt, what I love most about my job… is the confidence I see blooming in other women, especially Black women, when they feel seen and heard.
My drive is… creating a body of work that contributes to knowledge, equality and equity for all – especially the Black community, which has often been sidelined in beauty.
When it comes to Black hair and skin... the UK hair and beauty sector needs to stop looking at diversity as a corporate social responsibility issue that can be dropped when the going gets tough. Good, authentic diversity, equity and inclusion practices directly contribute to the bottom line, so they need more thought, attention, patience and spending to yield meaningful results long-term.
I recently said ‘the era of neo-inclusivity is upon us’… Gone are the days when inclusivity was only the responsibility of large mainstream brands. Inclusivity has to go both ways, and if Black beauty brand owners want to be able to access capital and resources to allow them to scale, including non-Black people has to be considered.
I also said: ‘there is no such thing as “Black skincare”. There’s just skincare’… Products made and marketed for Black or melanin-rich skin have the same ingredients as widely available products. There are no magic ingredients, so ‘Black skincare’ is just a marketing term. Consumers from all backgrounds can use the same products – it’s about knowing how to select the best products for individual skin concerns.
The skincare products I can’t live without are… Cosmedix Purity Clean Exfoliating Cleanser and Glossier Invisible Shield SPF50.
DIJA DATA
Founder of: Black Skin Directory @blackskindirectory
Listed in: The Vogue Business
If I wasn’t a skincare expert… I’d be a journalist. I’m always fighting for a cause.
For 2025… Black Skin Directory will be focusing on brand partnerships and using our extensive data insights and intelligence to help brands be even more impactful.
