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The Thrill Of The New

The Thrill Of The New

The Thrill Of The New

They’re young. They’re innovative. They’re fearless. The winners of the It List 2024, presented by Creative HEAD in an exclusive association with ghd, send out a remarkable snapshot of the energy coming out of British and Irish hairdressing right now – six young talents challenging existing ways of operating both as creatives and in business. “Remember their names,” says Creative HEAD Editorial Director Amanda Nottage, “because these It List-ers are setting an exciting new direction for the future of hairdressing, and it’s rooted in authenticity, creativity and responsibility. And that’s good for all of us.”

THE RISING STAR

D’Arcy White,

Jack & The Wolfe

Having been diagnosed with Austism Spectrum Disorder at age 11, a challenging social environment like the salon was one of the last places D’Arcy expected to thrive – but the Jack & The Wolfe team successfully mentored her every step of the way. Aged just 23, she’s now created a non-profit organisation, Artistic and Autistic, to help other autistic individuals thrive in creative environments.

What’s your career superpower?

I completely adore the world of colour. In the future, I want to be known for anything that is seamless and expensive looking. I’m just four years into the industry and still building my clientele but I’m so proud that people have approached me via Instagram, especially having heard locally about my achievements!

Who is your hairdressing idol?

Jack Mead and Lydia Wolfe (not that I’m biased). I love their professional but chilled approach to hairdressing. They have introduced me to so many creatives in this industry and I’m so very lucky to have been taught by them!

How does it feel to be part of an elite group of young hairdressers who are redefining how the industry looks, feels and operates?

It’s exciting. I’m so inspired by people around me in the salon and on Instagram and I can’t wait to see what the industry looks like in 50 years’ time!

Where, in an ideal world, do you see yourself in five years’ time?

What an exciting question! I have recently just become self-employed, which I hope will give me a better work-life balance, and my goal is to go into the film and TV industry. I am also in the process of setting up an organisation called Artistic and Autistic, which will help empower autistic individuals and raise awareness on how valuable autism can be to creative industries.

“Sell” hairdressing as a career to a 16-year-old school kid…

Dear D’Arcy, This path you’re drawn to… follow it. Hairdressing won’t just be a job; it’ll be your art, your voice, your rebellion. You’ll turn chairs into stages, scissors and colour brushes into your art materials. You will win awards, and hopefully you will inspire the neuro diverse community that anything is possible and that whatever you put your mind to it can work on your favour, so long as you work hard. This isn’t a backup plan. It’s your calling.

THE BUSINESS BUILDER
Chlöe Swift

Chlöe is a stylist who was always destined to shake up the world of hair. She is so good at translating trends and techniques into high-impact digital content that what started as a few styling tutorials quickly became a digital revolution, and after winning the Business Builder award at her first attempt, she’s quickly turning her talent into an empire, with brands like Sephora, Soho House, and Sheerluxe lining up to collaborate.

What is your key strength when it comes to your career?

Digital is what sets me apart from the traditional hairdressing industry and has allowed me to shape the career that I have today. I have always loved digital media, obtaining an A in Media Studies back in school, and I would have gone on to study more down this route if I hadn’t gone into hairdressing. I am always quick to adapt to tech, trying new apps and programmes. I love video editing, having taught myself long before reels came out and so I love that my passion for media has really merged with my hairdressing career and I’ve almost come full circle (NB almost – I have much more work to do yet!).

How does it feel to be an It Lister?

It feels AMAZING! The It List crowd is something I always imagined being a part of and so I am super proud that I am involved with this community of creatives who can hopefully help to shape what ‘hairdressing’ is.

What frustrates you about the industry?

Hairdressers who are resistant to change. It doesn’t matter how old or young you are, it is so important to pick up new apps and programmes, learn new skills and embrace the future – it’s what’s making hairdressing more powerful and more seen.

What, in an ideal world, do the next five years hold for you?

I will have launched my second business (wink, wink) and this will be my main focus. I will be partnering with training academies, really shaping how hair styling is taught and learnt by young professionals. I will continue to travel, working with global hair brands on the right content to market their products. I will be hosting masterclasses/workshops/taking part in panel talks and continuing to educate consumers in the world of hair. And I’m still waiting for my presenting gig on This Morning to showcase all my hair tips, tricks and knowledge, so hopefully that happens! (Basically, what DON’T I want to do? Dream big, right?)

“Sell” hairdressing as a career to a 16-year-old school kid…

Okay, this a hard one. So… Do you love being creative? This could involve creating a whole new look for someone which they’ll love or creating a trend moodboard to present to a brand or creating a marketing and video concept to promote a new product (the creativity is endless). Do you love chatting and being around cool people? This could involve chatting to your audience on YouTube whilst demonstrating a hair styling tutorial or chatting to a full team on a campaign shoot about the storyboard and if that movement will work with the model’s hair (the chatting and cool people are honestly endless). And do you want to work from anywhere in the world and quite literally at any time? (You guessed it, ENDLESS!) If you answered yes to any of the above, then hairdressing could be for you…

THE SALON STYLIST
Norman Boulton,
Freelance

£134,800 worth of services sold… £9,649 worth of retail sold… 67 per cent rebooking rate… 57 per cent client retention… The numbers don’t lie: “Stormin” Norman Boulton is a force to be reckoned with on the salon floor, not only creating his distinctive vivid colour looks but also radiating kindness at every turn – no wonder he won this award for the second year in a row. Having honed his skills at Not Another Salon, Norman’s now his own boss, working freelance out of Glitterball Balayage in north London while carving his own space in the education world. “Some of my best career moments have been while teaching,” he says

Why did you enter The It List?

Honestly? I wanted to be recognised for the effort I was putting into my career. I’d been pouring my heart and soul into projects for other people and brands for so long, and I needed something that was just for me.

Describe your feelings when your name was announced as the winner?

Ha ha! I felt like Marilyn Monroe winning an Oscar. I’d been practising a speech in the shower for weeks, just in case, visualising the moment with my eyes closed, holding that award in my hands. So when it actually happened – when they actually called my name – it felt surreal. Everything I’d worked so hard for was recognised in that moment. I don’t think I stopped smiling all night.

What are your ambitions for the future?

I’d say my connection with people – that’s my superpower. Oh, and precision. Clean, sharp, polished work. Every. Single. Time.

Who is your hairdressing idol?

Lesley Jennison is my ultimate colour hero. Her energy is just next level, and her work blows my mind. She’s an icon. Lesley, if you’re reading this… let me assist you, please!

How does it feel to be part of an elite group of young hairdressers redefining the industry?

To to be part of this new wave – a generation that’s reshaping the industry in such a positive way – is something special. We’re moving away from the “sweep the floor with a toothbrush” era and towards a career path that’s respected, empowering and full of possibility. The industry is having a glow-up, and I’m proud to be part of it.

Is there anything about the industry you’d like to change?

Definitely, the way some people view hairdressers and our pricing structures. No one bats an eye at paying for tattoos or Botox – both of which can be done in minutes – yet somehow there’s still debate about the value of hairdressing. We’re on our feet for hours, we invest in products, training, education, the whole shebang. We deserve to make a great living doing what we love.

What do the next five years hold for you?

Okay, first things first – I want a puppy. That’s the top of my vision board and my main focus at all times. Career-wise, I’m loving my current balance. I’m fully booked as a freelance stylist, and the education side of my work is taking off in ways I’d only dreamed of.

THE VISIONARY
Emy Rocabella,
Danilo Hair Boutique

Perpetually hunting for a creative project to immerse herself in, the It List Visionary proved to be Emy’s perfect outlet. Her in-built taste for intricacy in styling and a determination to succeed drive this ambitious senior stylist and colourist, whose work reflects an elegant simplicity, inspired by contemporary and mode.

Why did you enter the It List 2024?

Because I wanted to challenge myself and step outside my comfort zone. I’ve worked hard over the years, growing my skills, learning from others and trying to create work that tells a story. This felt like the right time to put myself forward, not because I think I’ve ‘made it,’ but because I’m still evolving. I saw this as an opportunity to grow, connect with other creatives and be part of something that celebrates the future of our industry.

What went through your mind when your name was announced as the winner?

I felt a bit stunned, to be honest. It took a moment to sink in. Then I just felt really thankful — for the people who’ve supported me and for the chance to be recognised for doing what I love.

What is your key strength in your career?

My ability to adapt creatively, whether on set, backstage or with a client. I stay calm under pressure, think quickly, and always focus on bringing a clear vision to life while staying open to collaboration.

Who do you most look up to?

Guido Palau. His ability to set the tone for entire fashion seasons through hair is incredible – he’s always pushing boundaries while keeping it relevant and wearable. He’ s a true visionary who makes hair a central part of storytelling.

Is there anything about the industry that frustrates you/that you’d like to change?

It frustrates me how often hair is seen as an afterthought in creative projects. In reality, it plays a huge role in storytelling and mood. I’d love to see hairdressers not just execute a brief, but help shape it.

Where do you see yourself in five years’ time?

I’d love to continue building a career that balances creative and session work with my responsibilities in the salon. I want to grow my presence in the fashion space while making sure our salon team grows too by being first in line to provide and organise in-salon education, a nd by offering each stylist their own personalised plan for development. It’ s about evolving together while staying inspired.

THE EDITORIAL STYLIST
Mike Mahoney,
Josh Wood Atelier

This It List victory marked an exciting milestone for Mike, a stylist who is all about pushing creative boundaries in both salon and editorial settings. From high-stakes fashion shows as a member of Gary Gill’s core team, to behind-the-chair transformations at the Josh Wood Atelier in London, he merges high fashion with salon accessibility, inspiring a new wave of stylists with every look. Reflecting on his career, Mike credits his two mentors with helping him balance creativity with financial stability. “It’s about finding the right environment,” he shares. “With a supportive salon, you don’t have to choose between your creative ambitions and personal goals.”

And the winner is… What went through your mind?

Well, you sit there with a table of supporters and a load of other heads in the building cheering you on. That’s enough pressure in itself! Then your name gets called, the tables around you explode, you give the missus a hug, give the boss Josh Wood a hug followed by the rest of the team… You start walking to the stage pointing at the icon Gary Gill over the other side of the room like you’ve scored a winning goal in a football final. And then you’re on stage. Mad!

What would you describe as your key strength?

I enjoy what I do! I always say to people, ‘Imagine painting a picture you hate’. You’re never going to put 100% into it.

How does it feel to be part of the new cohort leading and influencing the hairdressing industry?

It feels great to be recognised for all the hard work I’ve put in. I got asked to do my first hair seminar at Nick Barfords Nudo studio in East London, in front of 25 young aspiring hairdressers. What a moment that was, preaching the way I think we should all approach hair in this tough industry!

Hairdressing as a career… Do schools do enough?

I was talking to a secondary school teacher recently and he said he was told off for promoting apprenticeships to certain kids, rather than university. Apparently, schools are marked and judged on how many kids go to university. This touched a nerve because I feel this is pushing young creatives away from their passion and – worse still – putting young kids into the stress of debt. Many of my friends have gone to uni. Some have succeeded with their degree, but many haven’t! So, my answer to this would be, Follow what you think is right and don’t listen to everything your teachers say. There’s money to be made in hairdressing, and great experiences to be had, believe me!

And finally, you in five years’ time?

I’d love to build a collective of hairdressers / creatives who are pushing to bring good, talented people together to inspire and support the next generation. I feel the industry needs it!

THE ONE TO WATCH
Emma Vickery,
Percy & Reed

At just 29 years of age, Emma is not only Percy & Reed’s first ever Art Director (she was pivotal in the salon’s recent rebrand) but also session stylist Paul Percival’s first assistant, having honed her skills by saying yes to every bit of TFP (time for portfolio/testing) she could find on weekends and quiet days. Her mantra sums up her uncompromising approach to hairdressing: “Unwavering self-reliance, mutual accountability and an affinity for intensity!”

Why did you enter the It List?

I’ve entered every year for the last three years. The event itself is great, obviously, but on a personal level I get a real sense of achievement taking the time to look back through the work I’ve done during to put together my entry. Last year was the first time I felt I had compiled a really strong portfolio. I’d spent years giving up all my free time to do the things I wanted to do outside of the salon and it paid off.

What is your key strength as a hairdresser?

I’m great at listening to clients. I’ll always give them my advice but, ultimately, they’re paying, so I’ll give them what they want and tailor it to them. Every client is bespoke. Who is your hairdressing idol? Tom Connell. I love his approach, how much time he puts into what he creates. Everything has purpose and the attention detail is second to none.

Is there anything about the industry that frustrates you/that you’d like to change?

To be honest I don’t focus on industry noise. I like to stay in my own lane, keep my head down and focus on achieving my own goals.

What, in an ideal world, do the next five years hold for you?

I’d like to keep on doing what I’m doing. Working hard and staying disciplined will always lead you to where and what is meant for you. “Sell” hairdressing as a career to a 16-year-old school kid. You can have a great life with plenty of opportunity, both financially and creatively. But don’t fall into the trap of relying on others. Only you can create your own opportunities. Get out there, stay uncomfortable, continue to learn and everything else will follow in due course.

Most Wanted 2025 Is Open For Entry – And We Have News!

Most Wanted 2025 Is Open For Entry – And We Have News!

Most Wanted 2025 Is Open For Entry – And We Have News!

Introducing a whole new line-up of categories aligned with today’s business and creative priorities

by JOANNA | CONNECT

Creative HEAD’s Most Wanted is 25 years old this year – time to refine and reimagine it for a new era.

Today we’re officially opening the competition with an exciting new line-up of 12 purpose-driven categories, designed to reflect how you work and think now. From Collaborations to Community, Education to Engagement, are awards are focused on what matters to you – and what makes our industry so utterly special and unique.

This year, Most Wanted is truly inclusive and democratic, open to all hair professionals from across the entire industry – and across Britain and Ireland. The owners and employees of salons and barbershops and other workspaces; freelance, session and self-employed hairdressers; educators and entrepreneurs… Most Wanted sees you all!

What has not changed is that Most Wanted is free to enter and based on work you’ve already done; there’s no need to shoot or create something new and exclusively for the competition, at your expense.

Once again, entries are digital, creating a level playing field for all.

And Most Wanted is still judged by people who matter – top industry names, of course, but also journalists from leading fashion and beauty media, talent scouts from international management agencies, fashion designers and educators, directors of photography and film, session stylists and brand innovators. This fresh perspective is one of the reasons we get such great results!

Ah yes, let’s talk about winning.

Most Wanted culminates in a spectacular gathering of amazing names and faces in London – it’s the industry at its very best, and the perfect backdrop for the winners to be announced. Trophies will be handed out, for sure, but winning Most Wanted is about so much more. It’s a night when the industry celebrates your skills, your journey, your passion – it celebrates you. And as you make your way back from the stage, you’ll be entering a whole new world full of opportunity, distinction and respect from your peers.

Ah yes, winning a Most Wanted award is just the beginning…

Most Wanted 2025 – ALL NEW Category Listing

The Most Wanted award for: COMMUNITY

For a hair professional or team going above and beyond their core business to provide meaningful support to their local community and/or a local organisation. Judges will look for an ongoing commitment to a single cause with clear evidence of positive impact.

Open to individual hairdressing professionals and businesses regularly providing hairdressing services to clients.  

ENTER NOW

The Most Wanted award for: COLLABORATION

When creative talents come together, it can lead to an incredible result. Tell us about a specific project you worked on – a shoot, show, campaign or training course, perhaps – where you collaborated with creative(s) from outside your usual team to create something new and relevant, and which you could not have created on your own. Judges will look for a clear strategy for the project, an exciting, impactful execution and evidence of success. 

Open to individual hairdressing professionals working in a creative capacity. Your collaborator can be based outside of the UK and Ireland.

ENTER NOW

The Most Wanted award for: PURPOSE

For an individual hairdressing professional or business truly committed to a specific cause, whether that’s sustainability, mental health, the under-represented in society – whatever is close to your heart. Finalists in this category will be able to demonstrate that purpose permeates everything they do and has a positive impact. 

Open to individual hairdressing professionals and businesses regularly providing hairdressing services to clients.

ENTER NOW

The Most Wanted award for: ENGAGEMENT

Building an engaged online community around a business is crucial nowadays, and we’re looking for examples of excellence in the field. So, how do you build yours, which channels do you use and why, and how do you maintain audience attention? This is not about the size of your following, rather the impact you and your social fans create together.

Open to individual hairdressing professionals and businesses regularly providing hairdressing services to clients. 

ENTER NOW

The Most Wanted award for: EDUCATION

Education is the lifeblood of hairdressing – constantly upgrading our knowledge and skills is the only way we can provide the best service to clients. So, this award goes to an individual or business delivering exceptional hairdressing education, with our judges looking for output that’s relevant, innovative and making a difference. 

Open to all hairdressing professionals delivering education, as well as colleges, private academies and other education providers. Not open to educators working in-house for product companies.

ENTER NOW

The Most Wanted award for: CREATIVITY

Creativity comes in all different forms: asymmetric, vibrant, odd, spontaneous. This award is for a hair artist who’s excelling at their craft, whether that’s cutting, colouring or styling any hair type, and whose creative output results in something beautiful and transformational.

Open to individual hairdressing professionals working in a creative capacity.

ENTER NOW

The Most Wanted award for: EXPERIENCE

This award is for a hairdressing business taking customer service to the next level. We want to hear how you are focused on delivering the best possible experience for your clients at all relevant touch points – in real life and online – and the resulting benefits to business.

Open to businesses regularly providing hairdressing services to clients. Single locations only. It is not possible to enter as a group, although individual sites within a group may enter themselves.  

ENTER NOW

The Most Wanted award for: NEW SPACE

We’re looking for a new or revamped hairdressing workspace that not only brings something interesting to the market, but that also delivers something exciting to its clients. Judges will be taking everything into consideration, from fit-out to service menu, and they’ll want to see evidence of success.

Open to businesses regularly providing hairdressing services to clients, opened or refurbished since March 2024.

ENTER NOW

The Most Wanted award for: LEADERSHIP

Do you run a hairdressing business, manage a department at work or lead a team (eg, backstage at Fashion Week) that consistently delivers great results? Use your entry to tell us about your drive and decision-making, the goals achieved and the direction you want to take next. 

Open to individual hairdressing professionals in a leadership role.

ENTER NOW

The Most Wanted award for: IMAGE

For a hair professional who’s crafted a hair look capturing a contemporary vibe shift, or a trend that’s about to boom. 

Open to all individual hairdressing professionals. Maximum of three entries per entrant.

ENTER NOW

The Most Wanted award for: SESSION

For the most exciting hair professional working in session.

This category cannot be entered; finalists will be determined by votes from leading fashion and beauty titles, alongside creative directors, producers, photographers, fashion stylists and make-up artists. 

The Most Wanted award for: INFLUENCE

Awarded to the most influential, impactful hairdresser of the year.

By invitation only; following nominations from a panel of hair, beauty, fashion, business and media experts, a shortlist of names will be drawn up. Those shortlisted will be invited to submit an entry for assessment by a separate judging panel.  

Entries close on 28 July, so find your category fit, go forth, and conquer Most Wanted 2025!

The It List Is Live! We’re Searching For The Talents Of Tomorrow

The It List Is Live! We’re Searching For The Talents Of Tomorrow

The It List Is Live! We’re Searching For The Talents Of Tomorrow

If you’re 30 or under, make sure we find you!

by JOANNA | CONNECT

Chris Appleton… Sophia Hilton… Leigh Keates… Grace Dalgleish… Giuseppe Stelitano… Cyndia Harvey… Marlon Hawkins… Paddy McDougall… Hayden Cassidy… What have they got in common? Every single one put their name on the It List, the hottest awards event for hair talents aged 30 and under.

Question is: are you next?

Well, now is your chance because the It List 2025 is officially OPEN, with six sought-after titles waiting to be claimed. From the assistants keeping salons running smoothly to young bosses bringing it with their businesses and the session stylists making magic happen at fashion week, we’re looking for the names who are set to shape the future of British and Irish hairdressing.

Six titles – six changes to get on the It List!

The Business Builder – for a hair professional who has built a remarkable business  

Open to hair professionals aged 30 or under, who have launched a business serves clients, the industry, or both.

ENTER NOW

The Editorial Stylist – for a stylist making waves backstage, in the studio or on location

Open to hair professionals aged 30 or under, whether employed, self-employed or freelance.

ENTER NOW

The Rising Star – for an impressive and fast-improving salon or barbershop assistant  

Open to hair professionals who are employed at a salon or barber shop and aged 30 or under, with testimonial from the owner or manager. Entrants must have no more than three years’ experience on the floor and be educated to (or working towards) minimum NVQ Level 2 or equivalent. 

ENTER NOW

The Salon Stylist – for a hair stylist delivering stand-out skills behind the chair

Open to hair professionals who are employed full-time at a salon or barber shop and aged 30 or under. It is not possible to enter this category if you are the business owner. 

ENTER NOW

The Visionary – for a hair professional demonstrating head-turning artistry 

Open to hair professionals aged 30 or under, whether employed, self-employed or freelance. 

ENTER NOW

The One to Watch – for an outstanding hair talent demonstrating all-round excellence  

Open to hair professionals aged 30 or under, whether employed, self-employed or freelance. 

ENTER NOW

The It List is free to enter, smashing records year on year, and we know why! It’s because the It List is a gateway to career growth, success and opportunity – winners go on to sign deals with talent agencies, boss it in business, become brand ambassadors, assist leading session stylists at global fashion weeks. Who wouldn’t want a piece of that? The hunger is real!

Last year’s It List was judged by experts including Little Mix stylist Aaron Carlo, session hairdresser Adam Garland, photographer Alex Barron-Hough and influencer Maddie Bruce, with a Grand Final held in a former Tate & Lyle sugar factory in the heart of East London attended by 650 hair artists dressed in the sleekest, wildest, gender non-conforming fashion.

And our longterm It List partner, ghd, took things to the next level, with high-tech gifts galore for the winners and a high-octane live performance that re-enacted Versace’s iconic supermodel reunion to George Michael’s ‘Freedom 90’. It was a masterclass in fashion, trend, style and fun and we LOVED IT!

Says Creative HEAD editorial director Amanda Nottage: “It is so important to our industry to support emerging talent: the trailblazers who are breaking glass ceilings, setting new standards (sometimes in ways we don’t expect) and overhauling our industry bit by bit to steer it towards a new, more exciting future. New stars need to be heard – and the It List completely cranks up the volume!” 

Make your mark in 2025 by getting your name on the It List. Just like Chris, Sophia, Leigh et al, your career will go stratospheric as a result. 

All Smiles At Salon Smart 2025

All Smiles At Salon Smart 2025

All Smiles At Salon Smart 2025

From candid talks and open Q&A to brilliant insights and exceptional support, the vibe at Creative HEAD’s business networking event was one of pure positivity. Scroll the gallery!

by JOANNE | CONNECT

Five Big Takeaways From Salon Smart 2025

Five Big Takeaways From Salon Smart 2025

Five Big Takeaways From Salon Smart 2025

Creative HEAD’s networking event was just what hair business owners needed

by AMANDA | CONNECT

“Whoever says the hairdressing industry is dead should eat their words. Far from throwing in the towel, business owners are facing challenges head-on with razor-sharp thinking around pricing and an increased emphasis on customer service. It’s the kind of creative response that underlines why this industry is the most resilient out there.” Catherine Handcock, publisher, Creative HEAD

Let’s get one thing straight: Salon Smart 2025 was much needed. At a time of industry turmoil, this was a day where business owners and employers could get together to discuss the challenges and share ideas on how to power through – and there were fresh takes on everything from pricing and profit margins to learning how to rub along with younger team members. With no fewer than 21 presenters and panel members taking to the stage, the Salon Smart agenda was varied and wide-ranging. But as the day played out, some key themes emerged:

Sophia Hilton

1. Gen Z are ready for the world of work, but are you ready to work with them?

Do you think your generation is smarter than your parents’ generation?

Of course you do!

That’s because every generation answers that question exactly the same. Every single generation thinks they’re elite to the one above and the one below.

So, said Sophia Hilton in her session entitled Navigating The Next Generation, it’s really not constructive to say things like, “Kids don’t want to work nowadays,” or that “They are just lazy,” or that “They are going to get a shock when they see what the real world is about.”

Nor, as fellow speaker Michael Young advised, should you start sentences with the words, “When I was your age,” because that puts you firmly in the past, when you need to focus on the future.

Instead, what the new generation want is a sense of control over decision-making; breaks, holidays and flexibility; to be able to bring their problems to work (within professional boundaries); and a boss that can hold a conversation about the new topics of the world (such as gender activism, consumerism, sustainability and maybe even anti-capitalism). 

Think about investing in some resilience training, to help you develop skills and strategies to cope with challenges. Meanwhile, map out growth and development plans for each member of your team to keep them motivated and loyal to your business.

Monica Teodoro

2. Always keep an eye on the future of your business

It’s not just your team that’s changing; your clients are evolving too. Monica Teodoro shared invaluable insight from L’Oréal Professional Products Division to remind us that while it’s imperative we look after our current customers (42 per cent of women claim to be watching every penny they spend, so give them what they’re looking for – personalised, expert-led experiences that will lead them to book services based on your recommendation), we need also to be sure we are tapping into the clients of tomorrow. She highlighted that while consumers classified as Growing Minorities (eg, Southern Asian and African) account for just 16 per cent of the population, they also account for 30 per cent of spend because of their reliance on a high degree of specialisation. Men, too, offer untapped potential, and 70 per cent of this category will come from Gen Z and Millennials.

“However,” said Monica, “while all around us is changing, it’s important to focus on the things that will never change: consistency creates a sense of stability and trust, while empowering your team will make them feel comfortable to learn. Continuous upskilling is no longer optional – it’s a must.”

Jacob Morris

3. Financial education, goals and stability contribute to employee satisfaction

“Staff are more loyal if they are financially empowered,” argued Jacob Morris from Salon Smart software partner, Phorest – a powerful insight, given the challenges around recruiting and retaining staff nowadays. Phorest data shows that using Phorest Tips increases not just the number of clients tipping, but also the amount of tip they leave. However, while tipping is seen by staff as a second income, a lifeline for paying rent or saving for their first home, around 30 per cent of them still choose to spend their tips on having fun. Employers could look to provide their teams with a toolkit for handing their money better, said Jacob. However, if that feels too invasive (or beyond your skillset) he also revealed that Phorest will be releasing a series of financial literacy masterclasses this year to help tackle the problem.

Colour panellists Sean Butt, Sophie Hill, Lorraine Naughton and Tony Walmsley

4. Salon colour is your superpower!

Desire for luxury continues to boom, especially among Gen Z, revealed Viktoria Vinnichenko from L’Oréal Professionnel Paris – clients aged 16 to 35 spend 10 per cent more per appointment. Tap into the trends they see on social media by offering colour services that deliver the Gen Z must-haves of healthy shine and a multi-dimensional, natural-looking result (spoiler alert: L’Oréal’s iNOA colour does it all!) or try the hidden colour placement ‘peekaboo’ trend spotted by the L’Oréal colour hack team on TikTok.

There were also loads of tips and ideas for maximising colour revenue in a panel session featuring a quartet of business owners. These included:

• Ban colour notes to avoid the ‘same again’ attitude that can lead to clients eventually leaving (Tony Walmsley, Anthony John Salons)

• Check voice dynamics in the consultation to ensure clients can have confidence in everything your team is recommending. If the stylist’s voice goes up at the end of the sentence, that signals a lack of confidence in what they’re saying. If the stylist sounds like they don’t believe in what they’re saying then why should the client? (OB-1 Hair and Inside Outside)

• Look in-depth at your client base to see how and when they book. For those who come less frequently, introduce them to ‘interim’ services that tempt them back in between appointments. For time-poor clients, make sure you offer speedy services that can be done in a lunchtime appointment – and charge more for them. (Sean Butt, Alchemy & I)

• Make sure you keep your colour training up to date so your colour team can jump on trends and be enthused by the colour they’re creating. (Sophie Hill, Headmasters)

Oliver Blackaby, pictured with fellow budget panellist Katya Milavic Davies 

5. Now, more than ever, you need to know your numbers

After THAT Budget, it’s not surprising this came up time and again throughout the day, as salon owners take a long, hard look at their business to see where economies can be made and new revenue streams found. For some, like Oliver Blackaby of The Hair Salon Collective, this meant facing up to one of his biggest fears (looking at the actual accounts side of his business), while for others, like self-confessed spreadsheet nerd Sheona Hill of Bloom Salons, it meant picking apart the complex commission structures she had created to help simplify the path to profitability. “I refuse to be a low-margin business anymore,” she said. “I decided what profit I wanted to make and worked back from there.”

Look out for tonnes more coverage from Salon Smart 2025 in the May/June issue of Creative HEAD, and see more photos from the event here.

New Year, New Business Goals

New Year, New Business Goals

New Year, New Business Goals

Calling all salon and barbershop owners! Book for Creative HEAD’s business networking event and set yourself up for a brilliant year ahead

by JOANNA | CONNECT

The business of hairdressing is challenging – perhaps now more than ever. But one thing is certain: you do not need to go it alone. In fact, togetherness is the beating heart of Salon Smart, Creative HEAD’s business networking event. 

Now it its 19th year, Salon Smart aims to serve and support salon and barbershop owners and managers across the UK and Ireland, offering unique insight, sharing experiences, and providing endless opportunities to connect with like-minded professionals. Large or small, urban or rural, established or newly launched – the one-day event agenda is abuzz with fresh information, advice and inspiration for every business. And the community spirit is second to none.

Taking place in London on Monday 7 April, a ticket to Salon Smart costs £100 plus VAT (£80 plus VAT for newsletter subscribers), and guarantees access to a schedule of candid talks given by industry innovators, debates on big topics, interactive and live Q&A sessions, and the hair and business brands that could transform the way you work. A hot and delicious lunch plus coffee and cake breaks will ensure you’ll feel satiated and supercharged to absorb every second!

But don’t just take our word for it, these are the words of one satisfied Salon Smart attendee: “Every salon owner needs a pick me up! Today lifted me to the moon. So much great content to take away and digest, then spring it all into action.” 

Relaxed, inclusive and relevant for right now, if you want to build a better business, get to Salon Smart.   

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