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Finding Success in Any Market: How Salon Owners Can Thrive in the UK’s Varied Markets

Finding Success in Any Market: How Salon Owners Can Thrive in the UK’s Varied Markets

Finding Success in Any Market: How Salon Owners Can Thrive in the UK’s Varied Markets

Navigating opportunities in both competitive hotspots and underserved markets 

by Caitlyn |  Industry News

Unsplash

New data released by beauty and wellness marketplace, Fresha, reveals Blackpool as the beauty and self-care captal of the UK, due to a record number of beauty salons compared to the population. Bournemouth and Glasgow follow closely behind – while Gateshead is last. The study also highlights surprising beauty hotspots beyond major cities, such as Chelmsford, Worthing, and Preston.  

The full data from Fresha can be seen here. 

For hair salon owners and stylists, choosing the right location to open or expand a business is a critical decision. The UK’s hair industry presents a range of opportunities—from bustling markets, where demand for hair services is high but competition is intense, to quieter areas, where the potential for growth lies in less saturated environments. Success hinges on selecting a location that aligns with your business goals, services, and target clientele. 

Fresha summarises this balance: “Those in areas with a high concentration of salons, like Blackpool or Glasgow, face stiff competition but can be reassured by the high demand for beauty services in these hotspots. These may prove profitable areas for budding makeup artists and hairstylists to practice their trade.” 

Unsplash

Understanding High-Demand Markets 

High-demand markets such as Blackpool, with 403 hair salons per 100,000 residents, and Glasgow, which boasts 360 salons per 100,000 residents, offer both significant competition and substantial opportunities. The dense concentration of hair salons indicates a strong consumer demand for hair services—a critical factor for those looking to tap into an established and hair-conscious customer base. 

Success in these saturated markets often hinges on differentiation. Offering specialized hair services, building a distinct brand, or delivering an exceptional customer experience can set your salon apart. The competition may be fierce, but the rewards are considerable for those who can carve out a unique niche or deliver superior quality. High visibility, word-of-mouth marketing, and a loyal customer base can be achieved more quickly in these areas. 

The Potential in Underserved Markets 

Conversely, areas with fewer hair salons per capita, like Gateshead (40 salons per 100,000 residents) or Swansea (77 salons per 100,000 residents), present a different kind of opportunity. These markets may not have the immediate demand seen in larger cities, but they also offer less direct competition and the chance to establish your hair salon as a local leader. 

In underserved markets, the key to success lies in addressing unmet needs. Whether it’s introducing a wider variety of hair services, offering luxury treatments where they are scarce, or simply providing top-notch customer service, you can position your salon as the go-to destination in these communities. With less competition, there is more room to grow and potentially dominate the local market. 

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Balancing Risk and Reward: Thriving in Any Market 

The decision of where to open or expand your hair salon should reflect your specific business goals. If you are prepared to differentiate yourself in a crowded market, hair hotspots like Blackpool offer a ready and eager clientele. However, if you prefer to build your brand with less pressure from competitors, exploring less saturated markets might be a better fit. 

Whether you choose a competitive market or an underserved one, both paths offer potential for success. The key is aligning your business strategy with the characteristics of the market. By understanding local demand, differentiating your hair services, and building strong client relationships, your salon can not only survive but thrive in any market. 

The UK’s diverse hair industry offers numerous opportunities for savvy salon owners. Whether you are drawn to the thrill of a competitive hotspot or the untapped potential of a quieter market, with the right approach, your hair salon can achieve lasting success. 

“YouTube Has Opened Doors For Me, Which I Didn’t Realise Could Open” – Paul Watts On Using Youtube To Grow Your Brand’s Online Engagement

“YouTube Has Opened Doors For Me, Which I Didn’t Realise Could Open” – Paul Watts On Using Youtube To Grow Your Brand’s Online Engagement

“YouTube Has Opened Doors For Me, Which I Didn’t Realise Could Open” – Paul Watts On Using Youtube To Grow Your Brand’s Online Engagement

Weeding through social media trends and finding an engaged audience can be a challenge for businesses, shifting your efforts to Youtube can help.

By Caitlyn | Business, Profiles

Halley Brisker

In the bustling world of social media, where Instagram and TikTok reign supreme for many, hairdressers may find themselves pouring into social media content that doesn’t necessarily translate into clientele. Paul Watts, a YouTube hair educator, Joico artist, and hairdresser, sheds light on this phenomenon, highlighting a crucial yet often overlooked portion of the social media landscape, YouTube.  

“For me, it’s crazy to see my fellow industry professionals devote their time to platforms that don’t give you a source of income. The amount of immense talent and effort that hairdressers feed into the social media game is unbelievable. They believe this is their opportunity to turn themselves into a business, but all that time they spend isn’t free – they’re sacrificing something.”  

Social media platforms like Instagram and TikTok can indeed enhance visibility and help build a brand. However, Watts highlights a critical drawback: “when scrolling on Instagram and TikTok, my feed is swamped with creators copying one another and when you don’t get results that you want, that’s when anxiety starts to creep in. That’s the problem with trends – they’re a trend for a reason. Once everyone starts doing it, it’s easy to get lost in a sea of carbon copies.”  

This is where YouTube presents a compelling alternative. Unlike its counterparts, YouTube thrives on delivering value through educational content rather than transient trends. “YouTube isn’t about showing off what you have – it’s all about what you can offer and how you can help others to grow and develop their skills,” Watts explains. This focus on high-quality, free education allows hairdressers to create content that builds and nurtures a community of engaged viewers. 

“YouTube is the leading source of free high-quality education, which can help you to build and grow communities of like-minded individuals.”

“After joining the platform in 2020, I have amassed over 180k followers and over 28 million views. Having this audience has allowed me to share cutting and colouring tutorials, providing my subscribers with the highest quality education and industry secrets about cutting techniques, colouring, toning, bleaching, and styling. The monetisation of YouTube helped my business to recover from COVID quicker, and even helped to cover the costs of renovating my salon! YouTube has opened doors for me, which I didn’t realise could open. 

As an educator, Watts sees vast potential in YouTube’s format: “Whether you want to be a hair agony aunt, a trend reporter, a step-by-step stylist, or something else – the opportunities are endless.” YouTube offers a platform where content creators can establish themselves as authorities in their field without falling prey to the “follow for follow” culture prevalent on other social media sites. 

Watts is candid about the challenges faced by those who feel obligated to participate in the overwhelming trend-forward culture of Instagram and TikTok. “I’m tired of hearing so many fellow industry professionals complaining about Instagram and TikTok and the toxic social media culture that has overcome our industry,” he says. “But they all say the same thing to me – ‘I have to do it for the brand.’ You absolutely do not!” 

YouTube is a complete safe space without the follow for follow merry go round. People subscribe to your channel because they are genuinely interested in what you do.” 

YouTube offers a more relaxed approach to social media, with the added benefit of monetization opportunities. Watts himself has experienced significant benefits from his YouTube channel, including a global audience and lucrative collaborations with international brands. 

If you’re considering making the leap from other social media platforms to YouTube, now is an opportune moment. Watts encourages hair professionals to take advantage of the platform’s potential: “You’re not behind if you begin your YouTube journey now. You’ll be ahead of the industry, as even the big corporates haven’t got it sussed out yet.”

If you are looking to make this shift, Watts’ channel is the perfect starting point. Dive into his content to learn the ins and outs of effectively building your presence on YouTube. With expert insights on launching and growing a successful YouTube channel, his content is tailored specifically for busy hair professionals looking to elevate their brand.

Check out Paul Watts on Youtube here: https://www.youtube.com/@PaulWattsHair

Related

What You Need to Know on… Branding

What You Need to Know on… Branding

What You Need to Know on… Branding

Maintaining a good brand takes thought and work, as does repairing a damaged one

by Amanda |  BUSINESS, FREELANCE

Unsplash/Austin Chan

What’s in a brand? Your business story as well as your reputation, for starters. Digital expert Harvey Morton offers some pearls of wisdom for getting going. “Conduct thorough market research to gain insights into your potential customers’ demographics, preferences, and behaviour patterns. Identify their pain points, needs, and aspirations.” Just don’t forget your competitors, he warns. “Explore their services, marketing techniques, pricing strategies and customer feedback,” he continues. “By understanding your target audience and competitors, you can position your brand effectively and create unique value.”

The early stages of brand building clearly require lots of research, but what about the more creative part? According to Hellen Ward, co-founder of Richard Ward Hair & Metrospa, the narrative matters. “When creating a new brand, you need to think about the story, the provenance. People need to quickly and easily identify what the brand values are, and what it stands for.” For growing an existing brand, Hellen advises to “identify the strengths, the core USP and go sniper with marketing, not scattergun.” Communicate what makes you stand out. “Market to your target customers and scream your points of difference, whether it’s the team, length of service, expertise, or luxury environment,” she adds.

Unsplash/ Vitaly Gariev

“Focus on building strong relationships with your customers through personalised experiences,” adds financial expert Garry Hemming. “Implement data-driven marketing strategies to better understand them and tailor the messaging and offerings to their needs. Leverage social media and content marketing to engage with your audience and showcase your brand’s personality and expertise.”

Partnerships and collaborations are another route as they “can help expand your brand’s reach”. This includes “complementary brands or influencers who align with your values and target audience”. This, he concludes, can help you “tap into new markets and build credibility for your brand”.

While it’s motivating to brainstorm and think about your goals, including the reasons for doing what you do, part of the brand journey is also about knowing how to respond when your brand is damaged. For Tom Skinner, managing director of digital marketing agency, Go Up, it’s important to apologise with sincerity, he advises. “Cut the business speak and imagine you’re talking to your own grandmother. So rather than ‘we’re sorry if some people misunderstood our Instagram post and were offended’, it should be ‘we’re sorry about our Instagram post’. Customers need to know you’re real. You’ll be surprised what can be rescued.”

Unsplash/Syahrir Maulana

However, simply saying sorry isn’t enough. “Prove you’ve changed,” Tom adds. “Demonstrate tangible improvement and a willingness to move past previous mistakes. Don’t just tell me you’ve fixed the car — take me for a drive.”

Sometimes, the extent of brand damage can mean that a rebrand is needed. Here, Garry has some pointers. “A fresh look and feel can symbolise a new beginning and signal a commitment to positive change. Be sure to involve your target audience in this process to gather their input and feedback.” However, a makeover on its own won’t guarantee customer support. “Consistency is key to regain trust,” he explains. “Ensure that all marketing materials and customer touchpoints are aligned with the renewed brand identity and messaging. Consider ongoing reputation management efforts to monitor and address negative sentiment and maintain a positive online presence.”

Is “Not Accepting New Clients” A Badge Of Honour Or A Death Sentence?

Is “Not Accepting New Clients” A Badge Of Honour Or A Death Sentence?

Is “Not Accepting New Clients” A Badge Of Honour Or A Death Sentence?

Seen the immortal statement featured in stylists’ social media bios? It List 2024 finalist, Frazer Wallace, questions whether closing yourself off to new clients is the right way to approach business

Look on a busy independent stylist’s social media bio, and you might spot the words ‘not accepting new clients’. I’d first noticed this statement being a ‘thing’ in the US, especially for those with 10,000+ followers. As a UK-based stylist, I’m now seeing this crop up more here, with so many stylists producing beautiful work but not letting anyone new book in.

If you’re booked out six months in advance then I understand that having lots of people message or call to get you might be annoying. But why close yourself off to meeting new people and being inspired by new ideas? I think this is new badge of honour, similar to a ‘blue tick’. Yet I feel it’s becoming more negative than positive.

I had this ‘not accepting new clients’ statement in my Instagram bio for a time. I was travelling a lot, and I’d cut down my days in the salon so I couldn’t fit any more guests in. Five months of incredible business then… quiet. Ooh, scary, right? Yes, it was! I couldn’t understand why I had one or two weeks of maybe a single client a day, then after that they’d be back-to-back. Well, it’s because I had ‘not accepting new clients’ in my bio. I had also told my clients that I wasn’t accepting new guests either, so guess what? They stopped recommending me to their friends.

This badge of honour, which was just an ego boost in all honesty, became a real problem. When I wanted to meet new clients, I couldn’t. Instead, I welcome new clients now but with an explanation that there will be a wait time until their first appointment. This way I’m not closing off any potential new clientele, and when I post some unexpected availability (everyone gets it now and again) there are people waiting to fill the spaces… and possibly become lifelong customers.

My point is: don’t fall for it. It’s not inviting to have a big fat ‘no’ on your page. Your social media gathers income. Keep your books open to ensure you stay inspired and to welcome anyone who could replace the person who may just replace you when someone new and cool comes along. There is business around for everyone, but don’t close yourself off to it just to feel important. It’s not worth it. And as a business owner, if I was interviewing someone who had this in their own bio, I wouldn’t take them on. It gives off Big Ego Energy.

We all know that social media brings in the money. Don’t let this stop you from making good money behind the chair that you’ve worked so hard to get busy in.

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“I can’t help but break the thing” – Rudi Lewis on his career in session

“I can’t help but break the thing” – Rudi Lewis on his career in session

“I can’t help but break the thing” – Rudi Lewis on his career in session

Even after 30 years in the business, the iconic session stylist has the playful mind of the rebellious teenager he once was

by CATHERINE | EXPLORE > PORTFOLIOS

Rudi Lewis @ LGA Management

On certain jobs session stylist Rudi Lewis finds himself people-pleasing – a habit formed during his years working on clients in salons, and one he can’t quite shake off. But put him in a room with people he clicks with and off he goes – liberated, empowered and excited to create looks that pulsate with the raw energy and rebellion of the music and subculture worlds where his heart and soul have always belonged. That’s when you’ll see Rudi at his scintillating, sensational, zeitgeist-defining best – and see why brands such as Gucci, Dior and Louis Vuitton want him on their teams. Creative HEAD meets a risk-taker par extraordinaire…

Damp, squalid, overcrowded – the Glasgow tenements of the ’70s had some of the worst conditions in Britain. Not the obvious background for a career in high fashion, but for young Rudi Lewis, growing up on one of the roughest estates was also where he discovered music, style, and the codes of punk that later took him to some of the most glamorous places in the world. “Where I lived, you could get beaten up for having the wrong pair of trainers, it was pretty homogeneous,” he says, “so I can still remember the first time I saw David Bowie or Adam Ant and thinking, ‘Oh, it’s okay to be yourself, I don’t have to live this life, I can be someone with my own style somewhere else.’”

Rudi Lewis @ LGA Management

On certain jobs session stylist Rudi Lewis finds himself people-pleasing – a habit formed during his years working on clients in salons, and one he can’t quite shake off. But put him in a room with people he clicks with and off he goes – liberated, empowered and excited to create looks that pulsate with the raw energy and rebellion of the music and subculture worlds where his heart and soul have always belonged. That’s when you’ll see Rudi at his scintillating, sensational, zeitgeist-defining best – and see why brands such as Gucci, Dior and Louis Vuitton want him on their teams. Creative HEAD meets a risk-taker par extraordinaire…

Damp, squalid, overcrowded – the Glasgow tenements of the ’70s had some of the worst conditions in Britain. Not the obvious background for a career in high fashion, but for young Rudi Lewis, growing up on one of the roughest estates was also where he discovered music, style, and the codes of punk that later took him to some of the most glamorous places in the world. “Where I lived, you could get beaten up for having the wrong pair of trainers, it was pretty homogeneous,” he says, “so I can still remember the first time I saw David Bowie or Adam Ant and thinking, ‘Oh, it’s okay to be yourself, I don’t have to live this life, I can be someone with my own style somewhere else.’”

His escape route came in the form of hair. Inspired by Irvine and Rita Rusk, the super-stylish Glaswegian hairdressing duo who had won countless national and international awards and who went around the city in matching leather overcoats and oversized sunglasses, salons were springing up all around Glasgow and 16-year-old Rudi – who had always known how he wanted to look and how he wanted hair to look – found himself training at local salon Billy Smith’s in Clydebank, before qualifying at James Margey in Glasgow’s West End. “It was an oasis of cool people like I’d never seen before,” he recalls. “I loved it.” When a hairdresser neighbour left to go and work at Trevor Sorbie in London, a 17-year-old Rudi followed – and never looked back.

He chose to work at Eclipse in north London because they shot photo-collections and took part in the Alternative Hair Show. Rudi had already developed a love of image-making, thanks to a friend of his mother’s, Nick Peacock, who back home had taught him how to use a camera and develop his own photos in a dark room. Rudi is grateful for his time at Eclipse because it’s where he learnt how to run a salon but, desperate to work in Covent Garden, in 1995 he chose to move to Paul Windle’s salon because “he had work from really cool photographers such as Glen Luchford in his windows”.

It must have been an omen, because that’s where Rudi met Eugene Souleiman, who told him he loved his work and that he shouldn’t try and copy anyone else’s, and that’s how Rudi ended up assisting Eugene at the shows, and where Rudi excelled and found his niche. And that’s how a career in session was born.

The Motif, photography by Casper Wackerhausen-Sejersen

How important to your session career were those early years working in salons?

My time in the salon was genuinely formative in so many ways. For example, when I was at Eclipse I assisted an Afro hair specialist called Randolph Gray, who did tonnes of clients all day long, so I had to learn how to work with Afro hair. At that time it was unusual for white hairdressers to have much experience with Afro hair, it was a totally separate industry in a way. But I was exposed to it quite early on in my career, and it’s meant that I’ve always been confident with all textures of hair.

Paul Windle had run the academy at Sassoon and there was a culture of very technical haircutting at [his salon] Windle when I joined. I noticed there was this guy who used to pop in now and again and do these insanely good haircuts. It was Eugene Souleiman, and he’s one of the most unique and brilliant people I have ever met in my life. After he’d seen me a few times he said to me, “Why are you trying to cut hair like everybody else?” And I was like, “What do you mean?” And he said, “Don’t try to be like them because you’ve got your own thing going on. You’ve got great hands.” And that was the most inspirational thing anyone had ever said about my work. And funnily enough I had actually suffered from impostor syndrome at Windle, because I felt like I wasn’t as good or as technical as the other stylists there.

When Eugene asked me to come and do some shows with him, I had to ask Paul for permission because I was a very busy stylist. At that time, the session world was very separate from salon – if you wanted to become a session stylist, it was either because you thought you were better than anyone else in the salon or you just wanted to get out of there. But Paul saw that it could be very interesting if we could learn session techniques and bring them into our work in the salon, that it would be a very good USP for the business. And it was around this time we also connected with Bumble & bumble (Windle went on to become a distributor for the brand) and its entire product range was based on session. We also had magazine journalists coming into the salon and they would say, “Oh, can you fix the hair on a shoot we’re doing for The Face this weekend?”, so I was starting to do a lot of shoots, as well.  When I look back, those were the golden years at Windle and I am still very proud of that time because I think we created a direction in hair salons and hairdressing that was totally new and really very good. We produced a lot of excellent hairdressers who went on to do great things.

“You can get these jobs where you get a chemistry going and that can be really liberating”

i-D, photography by Josh Olins

Vogue Scandinavia, photography by Gregory Harris

That’s a heck of a start, assisting Eugene. So where did things go from there? How did you get your first break as an independent?

After I left Windle, I moved to Sweden to be with my partner, but I kept flying back to London to do clients. By that time, it was becoming more acceptable to flick back and forth between salon and session, so I was freelancing at salons like Michael Van Clarke, who was happy for me to juggle clients in between shoots, and Daniel Hersheson, whose son Luke was also getting started in session around then. I joined an agency that was mainly based out of New York and things blew up very quickly. Within a matter of weeks I was shooting my first covers for Vogue and was even commissioned to shoot a hair story for Paris Vogue, which was mind-blowing at the time!

How confident were you in your work, given how quickly things were moving?

Even to this day I always have a slight panic before I go on a job, and I think I need it. I don’t like it, and it makes me uncomfortable, but I think that if I didn’t have it, I would probably get lazy. But then you can get these jobs where you just click with the rest of the team, you get a chemistry going and that can be really liberating, so it really depends on the job. If I’m going into a job with people I’ve worked with a lot and they clearly like what I do, then I feel free to push myself more. But when I’m working with a client for the first time, my tendency is to go back to ‘hair salon guy’ and approach it like a consultation and ask them about their expectations so I can deliver what they want really well. I’m quite a thorough consultant [he laughs]. But I will probably always have a bit of impostor syndrome.

How would you describe your aesthetic? What is it that people book you for?

I don’t really like perfection. I like there to be elements present in the hair that are human – something that you know the hairdresser did, like a little tuft of hair that goes that way or one that goes over there. I always need to break the thing. Even when I do the most perfect shape, I’ll just do one little tweak, I can’t help myself. My silhouettes are coming from things that I think are cool and rooted in subculture. So, people like Morrissey, Patti Smith, Debbie Harry, Kurt Cobain, Nick Cave, Marianne Faithfull… you know, just iconic musicians that I grew up listening to. Even when I’m working on a glamorous high fashion shoot, I tend to reinterpret those looks. I also do some abstract work, creating wigs out of materials that aren’t hair, like buttons or safety pins, but the silhouette is always a recognisable hairstyle, like a bob, or a beehive, but in plastic or something. I want people to see that. Maybe they don’t, but it’s there if you look.

Out of Order, photography by Sølve Sundsbø

Self Service, photography by David Armstrong

And how have you managed to stay true to your aesthetic throughout your career?

It’s something that I’m more aware of now. I think earlier in my career I did projects that were more commercial or high glamour, and I went along with it because I was working with all the big names. But looking back, I always felt that I didn’t really belong. So, I made a conscious effort to go back to my roots and do projects that felt authentic to me. It was around this time that I began to contribute to Beauty Papers magazine, which was looking for work that was coming from a less obviously commercial place, less product-oriented. The projects I’ve done for them have been very much my aesthetic and it was a real turning point for me because it gave me the opportunity to showcase a more intelligent kind of hair story. So, nowadays I’m quite careful only to take on projects that are true to my style.

Session is a competitive industry. How do you stay sane?

I used to be pretty competitive. I would flick through magazines, and it would make me feel envious, thinking, ‘Why didn’t I get that job?’ or whatever. But one of my best friends is a stylist who has gone on to become one of the biggest names in the fashion industry. I remember having a conversation with him some years ago and he said, “The funny thing is, it’s never how you think it is. So, sometimes you don’t get a job and you think it’s because you’re not good enough or someone doesn’t want to work with you. And it’s totally understandable that you would think like that because you don’t have all the information. But I’m in that room when the conversations are taking place, and it literally could be just a random reason why someone else gets the job. It’s not personal at all”. So, that was good to know and understand, I do try to keep a healthy distance from these things nowadays. I do feel like I deserve to be where I am. Sometimes you don’t get the job and a week later something else great comes in.

The Last Magazine, photography by Nathaniel Goldberg

Who do you enjoy collaborating with? Who brings out your best work?

When I work, I’m always stood right next to the photographer, constantly touching the hair and changing things because I know photographers respond to that. I see how light falls on the hair and I see how the hair might affect the light on the face, things like that. A lot of hairdressers are thinking about their hairstyle; but I’m thinking about the picture. I’ve done a couple of projects with Paolo Roversi, which was very liberating. I have also done some amazing shoots with a Swedish photographer called Julia Hetta, where I really got to push it and do some great hair. I also got to work with David Bailey, which I absolutely loved because he’s a legend. But right now I’m really enjoying working with new, up-and-coming photographers. I’m working with a guy called Sam Rock, who is just killing it at the moment, he’s an amazing talent. Another great one I shoot with is Drew Vickers, and it’s always very collaborative with him. I like it when I’m able to have a voice and some creative influence over the outcome of the shoot.

Everyone’s a photographer on social! Are you a fan?

Sometimes I feel that we’re drowning in imagery. The algorithm means that great work is getting diluted by the mediocre work that surrounds it. People barely look at things for more than a few seconds, so I think that’s a downside. It’s the constant scroll on the phone! I used to be a voracious reader, I’d read a book every week, and then because of looking at my phone there was a time when it was taking me months. And so, I just checked out from it. I wasn’t posting anything at all. Right now, we’re trying to detox in our house a little bit, so the kids get an hour when they’re home from school where they can chill and be on their iPads or whatever, and then we all switch everything off so no one’s on their phone in the evening. I just think it’s healthy, you know.

For me it’s all about doing stuff that I really enjoyed before in the analogue world, and then getting to a place where I’ve generated enough work that I actually want to post on social media. It’s why I’ve found myself this little salon-cum-studio space in Stockholm and I’m going to make it this place where every week someone comes over, a bit like a go-see, and I’m going to do their hair and then shoot them, so I generate my own imagery in a quiet, organic, real kind of way. It won’t be retouched and it will be done in my own time, not rushed, like on work shoots, just me and that person. That’s the goal for me. That’s how I’m able to compute social media.

“I see how light falls on the hair and I see how the hair might affect the light on the face, things like that.  A lot of hairdressers are thinking about their hairstyle; I’m thinking about the picture”

What’s exciting you right now?

Well, my energy and focus is really on the new place. As well as being a little salon to do clients, and the portrait studio, I am planning to publish my own little books and ’zines, I’m about to release the first one, which is a collaboration with a young Scottish photographer called Rachel Lamb, we cast it and shot it all in Glasgow. I even borrowed my old boss James Margey’s salon to do all the haircuts. So, it was kind of full circle for me. I am really excited about that project because I’m not just the hairdresser, I’m the creative director and publisher too. I guess it’s a response to the digital and AI thing, I just wanted to make something tactile, that doesn’t just exist online.

What’s the biggest risk you’ve taken in your career?

Lots of decisions are difficult because you have to confront fear – your own or someone else’s – but I guess moving to Sweden would have to be up there. After 20 years in London, it was a real gamble. It’s tough to maintain a successful career, learn a new language, start over, make new friends when you travel as much as I do. My new studio is also a big risk because I’ve been so transient for so long now that it’s a bit scary putting roots down. I’ve invested a lot of money, time and energy into it.

You’ve spent a long time in the session world. Any advice for someone just starting out?

There’s something very authentic and approachable about the new generation of hairdressers working in session, and what they’re doing is actually informing a lot of the work that more established artists are doing. You’ve got all these gender-fluid, non-conformist kids who have all that language around their work and everybody wants to be in that space now, right? I mean, traditionally, all the big ideas would come from the fashion industry and trickle out into society but now those ideas are coming from young people and fashion is trying to keep up. So, what I would urge young session stylists to do is shoot with your friends, own your identity, show it through your skills because what you’re doing is interesting and it is changing the world. And it looks great!