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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.
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 with friend Annie Franklin
Sam behind the scenes of a photo shoot
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.
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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.
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 three–times more likely to be dissatisfied with their options for haircare, skincare, and make–up.
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.
Industry celebrates Ashleigh Hodges at The Fellowship’s President’s Night.
L’Oréal Brandstorm competition final reveals winning innovations from around the world.
New service launches to help cut salon waste heading to landfill.
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.”
‘Perception’ by 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 greatlengths.com.
Industry celebrates Ashleigh Hodges at The Fellowship’s President’s Night.
L’Oréal Brandstorm competition final reveals winning innovations from around the world.
New service launches to help cut salon waste heading to landfill.
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 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.
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 wasn’t like that in my day’. We’re no longer in the ’90s 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.
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 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.
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Yolanda Cooper
It was when she was at an airport in 2016 that Yolanda Cooper had her idea for her electrical tool, the SupernovaPRO. She was checking in for a flight with overweight baggage, mainly because of the number of different hair tools she was travelling with. ‘There’s got to be an answer for this’, she thought. It turned out there was. And it’s a game-changer.
The SupernovaPRO is the world’s first three-in-one hair styler combining a fully functioning straightening iron, curling tong and wave wand in one ultra-sleek, beautiful-to-behold tool. It comes with a whole host of first-to-market patented features, including revolutionary SmartSwitch technology that makes it the only hot styling tool with three independently powered functions; premium grade ceramic plates infused with Trionic technology that softens, smooths and hydrates the hair; and a patent-pending ergonomic DoublePivot system, which relieves pressure on the median nerve to reduce the risk of carpal tunnel syndrome – a condition especially prevalent in pro stylists.
The SupernovaPRO tool
Not bad for a young female entrepreneur from Belfast designing her first electrical tool! “I think going in blind to something allows you to be completely free of fear,” says Yolanda. “If you knew what you were getting into before you did these crazy things, half the time you wouldn’t do it because you’ve no idea how complex it is, how long these things take and how many reasons there are for it to fail. Some of the best entrepreneurs are the ones who just have no clue what they’re doing, they just go into it and commit to figuring it out later.”
Armed only with a sketch of what she felt the tool could look like, Yolanda set about hiring industry-leading industrial designers and engineers to turn her concept into a reality. It took five years to refine the tool mechanically and aesthetically as she constantly challenged her team to come up with the technology to match her ideas.
“Going in blind to something allows you to be completely free of fear”
“Very early on we realised that if this is going to be a professional tool, then three-in-one is brilliant but it can’t be a compromised experience – we have to make each of those tools incrementally better than what’s on the market,” says Yolanda. And I think I think that’s what we’ve done. So, straighteners have always been symmetrical and rectangular, but what if you need to get right into the baby hairs at the root? We made our straightener narrower at the tip, so that it allows you – for example – to detail short fringes and work with Type 3 and 4 hair.
Ceramic technology provides great negative ions into the hair, but how do we take that even further? I’m a trichologist, so that’s why I came up with the idea of taking a heat protection formula and infusing it into the plates to give superior shine. When it came to the tong, we changed the tip to a rubber material so that you can literally hold onto it, even when the temperature is set at 200˚C. And we spent a long time perfecting the exact torsion of the spring and the double-pivot system to make the tool more comfortable to use. Consumers might not notice that benefit, because they’re only going to use the tool for 20 minutes at a time, but hair pros, who are styling nine hours a day – they’re really going to see the difference.”
Proud that the SupernovaPRO is designed, engineered and manufactured in Great Britain, and fully aware that she is competing against some industry heavyweights, Yolanda is putting her experience as a former marketing director to good use. “Core to our communication and marketing strategy is a grassroots approach,” she says. “We have a programme called The Salon Spotlight, where we send our film crew into a salon to shoot collaborative content, including interviews with the stylists and footage of them styling their client’s hair in different ways. We can also create an event in the salon, where I and our head of engineering will come along and talk to guests. And the content we create can be used for a salon’s own social media campaign to drive awareness. We may not have the budgets that some of the big brands have, but what we do have is passion and agility and the desire to go and partner with salons on a one-to-one basis.”
And finally, why the name Supernova? “I’ve always been fascinated with astrology and stargazing,” says Yolanda. “And with SupernovaPRO we’re trying to create the biggest shining star in the industry. In space, a supernova is a cataclysmic explosion. And so I thought that was a cool name, because we are aiming to be the biggest thing in the industry. It’s quite fitting.”
Retailing at £299, SupernovaPRO is exclusive to salons across the UK and Ireland. To become a stockist or purchase at the wholesale price of £199 plus VAT, visit supernovahairtools.com/pages/creativehead