Promotion – STMNT Grooming Goods

Salon owners Ryan Lewis and Charles Rose share the business benefits of introducing luxury STMNT Grooming Goods backwash services  

Crate Cheshire barbering

To boost your business (and most importantly your bottom line!) it’s vital to explore exciting, fresh ways to elevate the client experience. Not only is the barber shop or salon a place to help clients look good, but it’s also a safe, welcoming space which gives clients that extra something to leave them feeling good, too. A great service goes beyond the haircut itself, but this doesn’t mean you need to implement huge changes or shifts in your service menu, it can be as simple as adding a level of luxury to their usual appointment. 

A perfect way to enhance the experience is to maximise the current services, adding extra steps at the backwash with the products you use. STMNT Grooming Goods offers a full range of sophisticated, lifestyle-driven, genderless care products to support barbers in delivering more luxurious treatments.

Ryan Lewis, owner of Club13 in Hull, recognises having a backwash as an unequivocal feature of the space. Having recently been granted permission to add a backwash to his space, Ryan wholeheartedly believes this will improve the overall quality of the space and give his clients a moment of zen. As many of Ryan’s clients work in trade, it is not uncommon for them to visit straight from work, making a backwash even more beneficial in ensuring hair is a clean canvas for cutting techniques 

Ryan Lewis

Ryan Lewis

Ryan Lewis

Ryan and his team work with STMNT products to enable them to provide enhanced backwash services which are bespoke to each individual. “The thing that makes the STMNT Backwash Services so unique is simple – it’s the products themselves. The quality is second to none,” says Ryan. “Integrating STMNT Backwash Services into our existing services is seamless. We’ll highlight the benefits of the backwash experience during client consultations and offer it as an optional add-on to their haircut. Through promotions such as discounted package deals or loyalty rewards, we’ll encourage clients to try out this new service and experience the difference for themselves.” 

If you’re considering adding a luxury backwash experience to your business, Ryan’s advice is to think of the long-term benefits! Not only does it enhance the overall client experience and set your business apart from competitors, but it also opens up opportunities for increased revenue through add-on services and retail sales. 

Barbering backwash

Luxury backwash service

Having originally trained as a hairdresser, Charles Rose, owner of Crate Cheshire, wanted to bring that level of luxury typically seen in hair salons to a barbering space. He believes it is vital that all clients, no matter their hair length, are given a moment of luxury and relaxation when having their hair cut and styled.  

“Collaborating with STMNT has been key to providing this elevated experience,” says Charles. “The luxury grooming products enhance the sensory experience and provide nourishment for the hair and scalp.”  

Crate Cheshire Charles Rose

Charles Rose

Clients can choose from the following services, where depending on the choice of service, this will include haircare from the STMNT Care line, a specialized scalp massage, steamed towel wrap and/or tailored beard care.  

  • Soothe & balance: A nourishing care routine, focusing on the scalp and hair to gently cleanse and hydrate, leaving a moisturized feeling – particularly beneficial for drier hair and scalp types. 
  • Deep clean & care: A powerful cleansing experience that removes product build-up to refresh hair and scalp – recommend as a regular purifying backwash service to provide an extra fresh feeling.
  • Groom & care: A bespoke regime that combines a caring hair, scalp and beard service with a moment of relaxation – perfect for those who have a little extra time to enjoy a more holistic approach to self-care.

Crate Cheshire has noticed a big business benefit since adding the STMNT luxury backwash service, setting the salon apart in a competitive market and improving client loyalty. It’s also a great way to attract new clients seeking premium services, inevitably boosting business growth.  

To discover more about STMNT products, head to





Concerned for the welfare of your colleague or client? Celebrity hairstylist Sam Kerswell shares his first-hand experience, so you know how best to help.

Sam Kerswell

Sam Kerswell, photographed by Lynett Genockey of Harplette Photography with make-up by Tracy Graham

It’s no secret that the hair salon is seen as a safe space by clients – it’s a chance for them to vent, divulge details from their personal lives and chat to hairdressers like old friends. Often, hairdressers consider themselves to be agony aunts, but what happens when it goes beyond discussing a new relationship or family drama?

A hair salon can be a lifeline for someone experiencing abuse and may provide a safe place to seek help, be it as a client or as an employee at the space. For hairdresser Sam Kerswell, a survivor of domestic abuse, his clients knew something was up because of him repeatedly cancelling or rescheduling appointments. When they eventually got to see Sam in person, they noticed how his physical appearance had changed because of the abuse he was suffering at home.

Like so many victims of domestic abuse, Sam was afraid to speak out against his abuser, with those in his life none the wiser as to what was causing the bruises, weight loss, and much more besides. Fast forward a year, and he’s now sharing his story to raise awareness and help anyone else who is suffering in silence.

If you’re concerned about a colleague or client, here Sam shares the signs you should be looking out for, and what to do if you’re wanting to offer support but unsure how to help. 

10 things to look out for

1. Physical injuries: Notice unexplained bruises, cuts, or marks, especially if they occur frequently or seem to be escalating in severity.
2. Changes in behaviour: Look for sudden changes in mood, anxiety, or withdrawal from social interactions.
3. Isolation: If a co-worker or client becomes increasingly isolated, avoids social gatherings, or makes excuses to not participate in group activities, it could be a sign of controlling behaviour from an abusive partner.
4. Excessive absences or tardiness: Consistent tardiness or unexplained absences could indicate the need to hide injuries or emotional distress caused by domestic abuse.
5. Unusual financial strain: Notice if a co-worker or client suddenly experiences financial difficulties, such as requesting pay advances, selling personal items, or borrowing money frequently. This could be a result of financial control or manipulation by an abuser.
6. Fearfulness or nervousness: Pay attention to signs of fearfulness, nervousness, or being easily startled, especially if they seem to be in the presence of their partner.
7. Overly controlling partner: If a co-worker or client’s partner exhibits overly controlling behaviour, such as constantly calling or texting, monitoring their whereabouts, or restricting their communication with others, it could be a red flag.
8. Unexplained excuses or cover-ups: Be wary of inconsistent or implausible explanations for injuries, missed work, or changes in behaviour. Unexplained weight loss and excuses as to why is also an indicator as some abusers limit food intake.
9. Uncharacteristic clothing choices: Notice if a co-worker or client wears clothing that seems inappropriate for the weather or situation, which could be an attempt to hide physical injuries.
10. Expressions of fear or concern: If they confide in you about feeling afraid or concerned about their safety at home, take their words seriously and offer support and resources for help.

Sam Kerswell with friend Annie Franklin

Sam with friend Annie Franklin

Sam Kerswell behind the scenes

Sam behind the scenes of a photo shoot

How to help

1. Choose a private and safe space: Initiate the conversation in a private setting where the individual feels comfortable and safe. This could be a quiet office or a secluded area away from others.
2. Express concern and support: Begin the conversation by expressing genuine concern for their well-being. Let them know that you’ve noticed certain signs or behaviours that have raised concerns and that you are there to support them.
3. Listen actively: Allow the individual to share their thoughts, feelings, and experiences without interruption. Practice active listening by maintaining eye contact, nodding, and providing affirmations to show that you are engaged and empathetic.
4. Avoid judgment and blame: Refrain from making assumptions or placing blame on the individual for their situation. Instead, focus on validating their experiences and feelings while offering reassurance that they are not alone, and that help is available.
5. Offer resources and assistance: Provide information about available resources, such as domestic violence hotlines, counselling services, legal assistance, and support groups. Offer to assist them in accessing these resources if needed, while respecting their autonomy to make their own decisions.
6. Respect confidentiality: Assure the individual that any information they share with you will be kept confidential to the extent possible, while also explaining any legal or professional obligations you may have to report certain disclosures of abuse.
7. Create a safety plan: Work together to develop a safety plan tailored to their specific situation, which may include steps to ensure their immediate safety, such as identifying safe places to go or establishing a code word to signal for help.
8. Follow up and check in: Continue to offer support and check in with the individual regularly to see how they are doing. Let them know that you are there for them whenever they need someone to talk to or if they need assistance in any way.

By approaching these conversations with empathy, understanding, and a commitment to supporting the individual’s autonomy and well-being, you can help clients and colleagues feel empowered to seek help and make positive changes in their lives.





Promotion – Fresha

Take a closer look at the hair and beauty landscape for the months and years ahead. 

Fresh Dopamine beauty
Fresh dopamine beauty

The ever-evolving beauty and wellness industry is being propelled daily by cultural drivers and technological change. Clients and consumers respond to trends, and this determines the direction of the future of the industry, meaning that staying ahead of the curve is a key way to capitalise on these trends for your business.

Fresha, one of the world’s biggest salon software providers, published its first trend report crafted from more than 1,000 consumer surveys across three continents, as well the data from 600 million bookings on its platform, to nail exactly what is trending and what the future has in store. The good news? It features a whole lot of fun!

Dopamine beauty and cultural intellect are set to dominate the landscape as consumers place higher value on diversity, expression, and emotional wellbeing. This is triggering a rise in beauty services that are inclusive, meaningful, and playful, with consumers prioritising their self-expression and focussing on finding services that are right for them. 

Shag! salons is incorporating these trends into its businesses across London, ensuring clients can embrace colourful, inclusive services. 

Fresh Shag! London

Client at Shag! London

So, what’s dopamine beauty? 

Wellness that prioritises playfulness. 

Dopamine beauty is centred around exploring self-expression through colours, textures, and scents for the ultimate feel-good factor. The trend focusses on joy and mental wellbeing and is an extension of the ‘clean girl aesthetic’ or ‘no make-up make-up’ trends that social media platforms such as TikTok have seen skyrocket in popularity. A surprising 58.5 per cent of consumers think wellness is about how they feel mentally, rather than physically, so dopamine ditches the beige and brings back youthful wonder, presenting opportunities for your beauty and wellness treatments and services to be playful.  

“Dopamine beauty is a trend we were inadvertently using as soon as we opened. Both of our salons are filled with colour,” says the team behind Shag!, who use colours such as bright pink and ocean blue in its salon interiors. “We’ve noticed a surge in people going more extreme with hair colour. It started last year when all the blonde and brunette clients tried the copper trend. It then became the norm instead of a bold move, and now they’re looking for the next big thrill with their own hair. We’re ready to see a lot of pink tones coming back over the next year.”

At its core, Dopamine Beauty encourages consumers to feel that extra bit happier and fulfilled after a self-care service. It is also becoming more important for a younger demographic to resonate with as they place more importance on their mental health. Shag! stylists are noticing an increase in clients discovering that they can have fun and use their hair colour to feel happier.

What is cultural intellect? 

Representing a greater diversity of needs. 

While dopamine beauty creates a space to encourage clients to be themselves, that space also needs to be able to accept a diverse range of people. The industry is calling for safer community spaces, better education around textured hair, and a wider representation and understanding of hair types. 

Shag! salons aims to provide clients the most luxurious service possible and offer a space they can come to which feels more exclusive, safe, and private, as well as being able to provide disabled access and a private room for clients who require those elements. Services like this are integral for businesses to strive in the industry and Fresha’s data reflects significant contrast between customer satisfaction rates, with Black consumers threetimes more likely to be dissatisfied with their options for haircare, skincare, and makeup.

Shag! London

Shag! London stylists

“Inclusivity has been a huge problem in the hairdressing industry for a long time,” says the Shag! Team. “Textured hair was only recently added to hairdressing training and even that required a 100,000-signature petition to City & Guilds to get it added in.” 

Shag! Salons prides itself on having built a business around inclusivity. It covers everything from the basics such as gender-neutral pricing and training in all hair types, through to more in-depth practices. “We offer a private room for any clients that may need to cover their hair for health or religious reasons. We have tried to build a space where literally anyone can come in and ask for anything they could imagine. We have also made sure all our staff are well trained in cutting textured hair and brought in experts for several styles and hair types for courses to make sure the whole team is confident.” 

Investment in education is vital for the success of every business. Being up-to-date with cultural needs globally and locally allows you to provide the best client care possible and future-proof your services. 

Want to discover more about trends in the beauty and wellness industry?
Check out The Future of Beauty and Wellness Report 2024 by Fresha and WGSN here 





Promotion – Great Lengths

As an industry it’s paramount that we work towards more sustainable practices. Bringing a new approach to hair extensions, Great Lengths has achieved B-Corp certification.

Great Lengths models

When it comes to sustainability, it goes beyond Earth Month. As an industry, it’s vital we all do our bit, all year round, to work towards a more sustainable future for everyone. Very few brands and businesses are awarded B Corp certification, and Great Lengths is the first of its kind in the hair extensions market.  

Following years of consistent, sustainable practices across the brand, Great Lengths has become the first extensions brand to have been awarded B Corp certification across the globe. This Earth Month, the Italian brand is shining light on its continued consideration for environmental and social responsibilities that have been part of its agenda for some time, with measures put in place more than 10 years ago which focus on care for both people and the planet by working towards a circular economy.

The B Corp certification recognises the efforts Great Lengths has made to be more inclusive at all levels, from the welfare of its employees and the trust of its consumers to working towards reducing the beauty footprint of the entire production chain. As one of the world’s leading names in human hair extensions, Great Lengths strives to use its influence for good and encourage others to consider the differences they can make.  

“Working with B Corp brands such as Great Lengths is incredibly important to us,” says Susan Collins, owner of, B Corp certified salon Home of Hair, in County Wicklow in Ireland. “We actively seek out suppliers that are committed to the wellbeing of people and the planet, as we know those that have achieved B Corp status have exceptionally high standards of practise.”

Great Lengths

‘Perception’ by Great Lengths

Great Lengths

She adds: “Being a certified B Corp is confirmation that a company is fully transparent and has made ethical choices. This is a very easy sell to a client – if they’re sitting in your chair, they have already decided to spend that little bit extra, but they also know that there are no shady or grey areas in the product they’re investing in. Working with B Corp certified suppliers means that you don’t have to deep dive into everything to make sure they align with your company ethos and practices.” 

Great Lengths offers a circular, transparent chain with its hair. Ethical sourcing of hair is fundamental to the brand philosophy, and it prides itself on the strict processes and measures that ensure both the quality and ethicality of the hair. All hair is sourced from Indian temples, where it is voluntarily donated during a ritual known as ‘tonsuring’. Each strand is given willingly and with full consent, and revenue generated is fed back into the local community. 

In its continued effort to strive for sustainable practices, Great Lengths also has a global partnership with The Little Princess Trust and offers a donation scheme in more than 1,500 salons in the UK and Ireland and more than 60 countries worldwide. The scheme gives clients who use extensions the opportunity to change lives. When their extensions are removed, clients can choose to donate them to the charity to make into real hair wigs, which are provided free to children and young people who have lost their own hair through cancer treatment or other conditions. It costs nothing to be involved and is an impactful way for a salon to give back and reduce waste. Shorter hair extensions which are unsuitable for donation to the Little Princess Trust partnership are recycled in the same way as natural hair clippings.  

To find out more about Great Lengths and its efforts towards sustainability, head to 





Is Gen Z really the problem? Tony Walmsley of Anthony Salons discusses why strong leadership is paramount to the success of the newest generation entering the industry. 

Tony Walmsley

Tony Walmsley

When I am mentoring or educating fellow salon owners, managers and leaders, the same conversations tend to arise. Currently, always one of the top three conversations is around managing Gen Z and the headaches it brings. What I question is whether it’s the behaviour of Gen Z that is the issue, or is it a lack of strong leadership from Gen X and Millennials? 

 Let me explain. 

 In our industry and beyond, the people in leadership positions seem to be so quick to write off Gen Z because of their attitude, behaviour, and beliefs. For me that’s lazy leadership. 

What I see in that generation is more and more people wanting to be something. They have more ambition than ever and are in a rush to get there. Are these bad traits? Certainly not! In fact, 15 to 20 years ago the problem was that there was a lack of those things in a workforce. But maybe that’s what lazy leaders look for – compliance from a workforce. 

Each generation has its own quirks, their own behaviours. It stems from the environment they have been brought up in and what they have been exposed to. 

Tony Walmsley with team

Tony with his team at Anthony John Salons

Gen Z has been brought up in a world where everything is instant. Think about it – most things in their life have been there at a click of a button. Also, and importantly, they have not been allowed to build the same resilience, due to not being exposed to enough challenges and therefore micro doses of failure. This is due to helicopter parenting and the removal of things such as competitive sport and regular tests at school. Third, they have seen people become famous and earn large sums of money for (from the outside at least) appearing not to do very much. And their role models appear more touchable than ever because of social media. 

Then these young adults are thrust into the world of work, and we just expect that they are going to be patient, are going to take constructive feedback well, and that they are going to put the hard yards in before they ‘become somebody’. Why would they do this when up to this point in their life they feel the opposite is true?  

We must show them, teach them, and nurture them to follow us. It’s easier than you think but it’s us as leaders that must adapt to them, not the other way around. 

Each generation has its own quirks, their own behaviours. It stems from the environment they have been brought up in and what they have been exposed to.”

Tony Walmsley

When you look at surveys of what Gen Z want from an employer number one right now is LEADERSHIP. They want leading. For me the problem, is the lack of leadership skills of the people leading them. As leaders we must not be lazy and pivot accordingly. My leadership team members are banned from saying things like, ‘it wasnt like that in my day’. We’re no longer in the90s or early 2000s, which is when most people in management positions trained. This generation is different – our environments and communication styles should be different because of it.  

As leaders we must not be lazy and pivot accordingly.”

Tony Walmsley

I believe it all starts with building strong relationships and trust. This should be the main focus of your induction process. We are more likely to follow people that we like, and it’s your job to make them like you not the other way around. This in turn brings trust, and only then can you start to fully guide your people to get them to realise their potential. 

Gen Z will not be dictated to, they do not want to be managed, but instead coached and mentored. A position in an organisation is no longer enough to bring authority, instead it’s the relationships we build, with clear communication. This creates the feeling of growing together that people look up to and will, in turn, follow. We must create an environment of high challenge AND high support. 

Tony Walmsley at Salon Smart

Tony at Salon Smart 2024

I personally like people who challenge the status quo, who want to be something, who want more and want it NOW. I embrace it, I promote it and I grow from it. Why wouldn’t I want people who are all these things on my team?! In fact, where I struggle is to lead people who aren’t all those things. 

Build relationships, build trust, show them you can help, show them you can help them reach their goals. Always communicate to them the timelines and manage expectations. Motivate, incentivise, and reward them. Mentor them, coach them, and give them the leadership they are so obviously craving! 

Bad leadership will blame a generation. Good leadership will galvanise one. Don’t be intimidated… Grow together.