Author: Let's Connect

In 2024, we were mesmerized by the beauty of glass skin – dewy, luminous, and naturally radiant. But as the beauty world turns its gaze to 2025, there’s a new star taking centre stage: glass hair. This trend has redefined the way we think about glossy locks, putting sleekness, shine, and health at the forefront of hairstyling.

So, what exactly is glass hair? Imagine hair so smooth, sleek, and reflective that it looks like polished glass. It’s the ultimate sign of healthy, well-nourished locks – no frizz, no flyaways, no dullness – just radiant strands that catch and reflect the light in all the right ways. Think of it as a glossy glow-up for your hair, a trend that’s as timeless as it is modern.

The buzz around glass hair isn’t just about its aesthetic appeal. It’s a testament to the beauty industry’s shift toward embracing natural beauty, prioritising hair health, and celebrating the transformative power of a polished, flawless finish. For salon owners, this trend is an exciting opportunity to elevate your services, tap into the wellness-meets-beauty movement, and offer clients something truly irresistible.

The Science of Shine: Why Glass Hair Matters

Glass hair is all about healthy hair – and that’s what makes it so alluring. Achieving that high-gloss, reflective finish requires hair that’s deeply hydrated, free from damage, and styled to perfection.

From a technical perspective, shiny hair happens when the hair cuticle lies flat, allowing light to reflect evenly across the surface. Rough, damaged hair scatters light, creating a dull appearance, while smooth, hydrated hair reflects light like a mirror.

But glass hair goes beyond just looking good. It represents the growing demand for self-care through beauty, where the focus is as much on how clients feel about their hair as how it looks.

How Salons Can Embrace the Glass Hair Trend

Glass hair is more than just a look – it’s a service. Here’s how you can incorporate this trend into your salon and give your clients that ultra-glossy finish they’re dreaming of.

1. Sleek Blowouts with a Glossy Finish

Your blowouts are about to get a serious upgrade. Focus on creating that ultra-smooth, polished finish by using heat tools that protect the hair while smoothing the cuticle. High-quality blow dryers, flat irons, and round brushes are your secret weapons.

Add a touch of gloss by finishing with lightweight shine serums or oils that won’t weigh the hair down. Products infused with argan oil, jojoba oil, or keratin are fantastic for locking in hydration and enhancing shine.

Pro Tip: Offer a Glass Hair Blowout Package that includes a wash, precision blow-dry, flat ironing, and finishing products for a full glossy transformation.

2. In-Salon Glossing Treatments

To achieve that mirror-like shine, invest in professional glossing treatments. Semi-permanent glosses or clear gloss topcoats can be applied during a service to enhance the hair’s natural shine and add a protective layer.

For clients who want the ultimate shine boost, offer a keratin or smoothing treatment. These treatments eliminate frizz, smooth the cuticle, and create a long-lasting glossy effect. Be sure to use formaldehyde-free options to prioritize the health of both your clients and your stylists.

3. Precision Cuts for Sleekness

Glass hair relies on clean, precise cuts that keep hair looking polished and healthy. Split ends and uneven layers can ruin the smooth, reflective look.

Train your stylists to focus on sharp, precise lines – blunt cuts work particularly well with this trend. Whether it’s a chic bob or long, flowing locks, a fresh cut is essential for achieving the glass hair effect.

4. Hydration is Key

Hydrated hair is happy hair, and glass hair is impossible to achieve without it. Offer deep-conditioning treatments as part of your services to restore moisture and repair damage.

Hydrating masks, steam treatments, or bond-repairing solutions like Olaplex can work wonders for smoothing the cuticle and enhancing shine. Pair these treatments with scalp care services to ensure the hair is healthy from root to tip.

Consider launching a Hydration + Gloss Package that includes a deep-conditioning treatment, a scalp massage, and a glossing service for the ultimate in shiny hair care.

5. Stock Shine-Boosting Products

Help your clients maintain their glass hair look at home by stocking up on professional products designed to enhance shine. Look for serums, oils, and sprays that are lightweight and packed with nourishing ingredients.

Educate your clients about the benefits of sulphate-free shampoos, hydrating conditioners, and heat protectants. Provide them with simple styling tips to replicate that glassy look between appointments.

6. Incorporate Biohacking Tools

If you want to take glass hair services to the next level, consider integrating biohacking tools like LED light therapy or infrared treatments. These technologies can enhance the hair’s health and boost shine by stimulating the scalp, improving circulation, and strengthening hair follicles.

Offering these innovative treatments positions your salon as a leader in cutting-edge beauty trends, helping you attract clients who value wellness and innovation.

Why Glass Hair is More Than a Trend

The glass hair movement isn’t just a fleeting craze, it’s a reflection of the growing focus on self-care, wellness, and sustainability. Clients today are looking for services that don’t just make them look good but also feel good, inside and out.

By embracing the glass hair trend, you’re offering more than just a service. You’re giving your clients the confidence that comes with healthy, radiant hair. You’re aligning your salon with a broader movement that values natural beauty, high-quality products, and personalized care.

Making the Most of the Glass Hair Trend

To truly capitalize on this trend, it’s essential to market your services effectively. Here are a few ideas:

• Social Media Content: Share before-and-after photos of clients who’ve experienced your glass hair treatments. Use natural lighting to capture that glossy shine.
• Client Education: Post educational content about the benefits of glass hair services and how they can transform your clients’ look.
• Special Promotions: Create seasonal promotions or packages that focus on sleek, shiny hair for special occasions like weddings, parties, or holidays.
• Collaborations: Partner with beauty influencers or local bloggers to showcase your glass hair services and attract new clients.

Final Thoughts

Glass hair is more than a trend, it’s a lifestyle. It’s about embracing healthy, vibrant locks that radiate confidence and luxury. By incorporating this trend into your salon, you’re not just keeping up with the times, you’re setting a new standard for beauty and wellness.

As we step into 2025, let’s make glass hair the ultimate signature of health and beauty. Because when hair shines, so do we.

As we stepped into 2025, the skin care industry is abuzz with innovation and fresh ideas. But for salons, the challenge isn’t just about keeping up, it’s about leading the way. Your clients are looking for more than just a routine; they’re seeking transformative experiences, the latest breakthroughs, and that wow factor they can’t get anywhere else. So, how can salons leverage the hottest skin care trends to create unforgettable client experiences? Let’s dive in.

1. Advanced Light Therapies: Bring the Glow to Your Clients

Red light therapy has gone mainstream, but salons can take it to the next level. Consider offering personalised red light therapy sessions or bundling it into facial packages. Picture this: a “Glow Boost” facial that uses red light to stimulate collagen production and reduce inflammation. Clients will leave feeling radiant and ready to share their results with friends (and on Instagram!).

2. K-Beauty: Partner with the Best

The K-beauty phenomenon is far from over. Salons can tap into this trend by curating exclusive K-beauty-inspired treatments, like hydrating facials featuring snail mucin or consultations focused on lightweight sun care. Partnering with trusted K-beauty brands also opens the door to premium retail opportunities. Clients will love taking home the products that deliver those sought-after “glass skin” results.

3. Exosome Skincare: The Future of Facials

Exosomes may sound like something out of a sci-fi movie, but they’re a game-changer in skin regeneration. Salons can lead the charge by introducing “Exosome Renewal” facials. Treatments that repair and rejuvenate skin at the cellular level. Highlight your salon as a pioneer in cutting-edge skincare to attract tech-savvy, trend-conscious clients.

4. Vegan Collagen: Appeal to the Conscious Consumer

Ethical beauty continues to rise, and vegan collagen is stealing the spotlight. Introduce it through facial treatments, masks, or even collagen-boosting drinks served in your salon. By emphasizing the sustainability angle in your marketing, you’ll connect with eco-conscious clients eager to support green initiatives.

5. Microbiome Care: From Face to Full-Body Treatments

Why limit microbiome care to just facial treatments? Salons can offer full-body experiences, such as scrubs and wraps infused with prebiotics and probiotics. This holistic approach aligns perfectly with the growing demand for wellness-focused services, giving your clients a complete “skin health” reset.

6. Ectoin-Infused Products: A Shield for City Dwellers

Living in bustling cities like Dubai, Abu Dhabi or Riyadh means clients are battling pollution and UV damage daily. Position your salon as a sanctuary from urban stress with ectoin-infused facials. These treatments provide ultimate protection against environmental aggressors and leave the skin rejuvenated and resilient.

7. Preventative Skincare: Educate and Empower

Preventative care is becoming a key focus for clients of all ages. Host workshops or consultations to teach clients how to protect their skin before problems arise. Introduce early anti-aging treatments like gentle peels or SPF-focused facials as part of a “Prevent & Protect” package. By positioning yourself as an educator, you build trust and loyalty.

8. Oxygenation Treatments: Breathe Life into Your Skin Services

Oxygen facials and oxygen-infused masks are perfect for clients seeking instant hydration and brightness. Combine these treatments with relaxing rituals to create luxurious, results-driven experiences. Oxygenation treatments are a hit for special occasions and those in need of a quick refresh.

9. Rise of Dupes: Affordable Luxury Options

Not every client is ready to splurge, but everyone loves value. Create “luxury for less” packages that deliver high-quality results at an accessible price point. Stock affordable retail products that mimic the effects of high-end skincare to cater to a broader audience while maintaining your salon’s reputation for quality.

10. Undetectable Beauty: Subtle Enhancements, Big Impact

The “no-makeup” makeup look is influencing skincare too. Clients want natural, barely-there results that enhance their beauty without looking overly done. Offer “No-Filter Facials” that focus on subtle treatments, like light peels or hydrating masks, paired with skincare tutorials to boost their confidence.

Why These Trends Matter for Salons

The trends of 2025 go beyond skincare – they’re about redefining the salon experience. By adopting these innovations, you position your salon as a leader, not just a follower. More importantly, you show clients that you’re not just offering services – you’re becoming a trusted partner in their wellness journey.

So, where do you start? Evaluate your current menu, explore new retail partnerships, and weave these trends into your salon’s story. Your clients will notice, and they’ll keep coming back for more.

Ready to take the lead in 2025? Let’s make it your salon’s best year yet.

It’s hard to believe that VR Beauty Consulting has already reached its 5-year milestone! Time has flown, and what a rollercoaster it’s been.

We officially launched at the end of November 2019 and began operations in January 2020 – right as COVID turned the world upside down. The timing couldn’t have been more challenging. I had just come out of a burnout, with no income for 10 months while I was recovering and traveling to volunteer in search of purpose. With a hefty mortgage back home and no one to share the financial burden, my bank account was nearly empty when I launched VRBC.

Luckily, I signed two clients right from the start. Their support allowed me to cover my initial expenses, but the stress was real. One client put their project on hold indefinitely, but the other trusted me enough to continue online. I’m still deeply grateful to her, as that income gave me the lifeline I desperately needed.

But I wasn’t one to sit back and wait for things to change. I reached out to Professional Beauty GCC and proposed collaborations to help businesses prepare for the post-lockdown world. I pushed myself far outside my comfort zone, hosting webinars, doing interviews, and using the downtime to refine our offerings. When the world reopened, VRBC was ready, and by then, I had signed three new clients. From there, we saw steady growth, and the first three years were golden.

However, 2023 and the start of 2024 were some of the hardest times I’ve faced. In hindsight, 2023 was a big learning curve. I made the mistake of bringing on full-time employees, which became a huge financial strain as their costs far outweighed their contributions. It was heartbreaking to invest in people only to realize it wasn’t working out. Adding to this, I collaborated with a family-run company to develop a LEAN course and revisit our training offerings. With no clear budget in place – out of trust and respect – I was blindsided when the final bill came. It hit the business hard, especially given the subpar quality delivered. That experience was one of the worst of my career, and it taught me a harsh but valuable lesson: Trust is not a business strategy.

Determined to rebuild in 2024, I rewrote the business model. I decided to focus on what VRBC excels at: strategy. Instead of hiring full-time staff, I partnered with skilled freelancers and strategic collaborators who could work on a project basis. This eliminated unnecessary overhead and gave us the flexibility to adapt to demand. I’m proud to say that our team now consists of incredible experts, and the collaboration has been seamless.

Even with the right decisions in place, the emotional toll of the previous year lingered. By mid-2024, I recognized that burnout was creeping back. I made the difficult but necessary choice to take two months off in the summer, knowing the industry would be quiet during that time. It was the best decision I could’ve made. By prioritizing my mental health, I was able to start fresh in September, and by October, VRBC was thriving again.

The Lessons of 5 Years

Over these five years, I’ve learned some hard truths:

• Being self-employed is not for the faint-hearted. Financial uncertainty is constant – there’s no paycheck when you’re on leave, and a bad month hits you personally.
• Trust, especially when money is involved, must be earned. Whether it’s family, friends, or colleagues, every agreement should be clear and documented.
• Not everyone who smiles at you has your best interests at heart. Protect yourself and your business.

I’ve also realized how difficult it is to achieve the results I know are possible. When I worked in corporate roles, I turned struggling businesses into success stories. With VRBC, I’ve had a clear vision for every client I’ve worked with. But often, due to budget constraints or premature decisions, I’ve had to step away before the full transformation could be realized. Seeing businesses struggle after they’ve gone it alone is tough, especially when I know how it could’ve been avoided.

On the flip side, running VRBC has brought incredible rewards. The freedom to design my own path is priceless, and the opportunity to work with passionate, talented women from all walks of life has been deeply inspiring.

Why I’m Sharing This

For those thinking of starting a business: be prepared for the unexpected. It’s not a walk in the park – mentally, financially, or emotionally. And for anyone running their own business who feels like they’re struggling, know that you’re not alone.

The key to surviving this journey is to stay dedicated, listen to your mind and body, and keep adapting. If something isn’t working, change it. As Walt Disney said, “If you can dream it, you can do it.”

Here’s to resilience, growth, and the beauty of the journey. Thank you to everyone who’s been part of VRBC’s story. Here’s to the next chapter!

The beauty industry is undergoing a transformation. It’s no longer just about how we look in the mirror but about how we feel, how we age, and how we can optimize our well-being over time. Enter the exciting world of longevity and biohacking – two concepts that are reshaping the way we think about beauty, wellness, and self-care. For salon owners, this isn’t just a trend; it’s an opportunity to redefine what beauty services mean in the modern era.

What Is Longevity?

Longevity isn’t just about adding years to life, it’s about thriving at every stage. It’s the art and science of maintaining youthful, radiant skin, staying energised, and feeling your best for as long as possible. From the food we eat to the treatments we choose, longevity is about proactive care and building a foundation for a healthier, more vibrant future.

For the beauty industry, this means shifting the focus from quick fixes to long-term solutions. It’s about helping clients not only look great but also feel energised and confident, knowing they’re investing in their overall well-being.

And What About Biohacking?

Biohacking takes the concept of longevity to the next level by empowering individuals to optimize their health and beauty through science, technology, and lifestyle changes. Think of it as a personalized approach to beauty and wellness – tailoring treatments and routines based on each individual’s unique biology and goals. From monitoring sleep patterns to using high-tech tools like cryotherapy or LED light therapy, biohacking offers endless opportunities for innovation in the beauty space.

Why These Trends Matter for Salons

The rise of longevity and biohacking represents a massive opportunity for salon businesses. Clients today are more informed and curious than ever before. They’re looking for services that go beyond surface-level beauty and address their broader wellness goals. By integrating these concepts into your salon, you can position your business as a leader in forward-thinking, innovative beauty solutions.

Here’s what this could look like in practice:

1. Age-Defying Treatments That Deliver Results
   Anti-aging isn’t a new concept in the beauty world, but the approach is evolving. Clients are no longer satisfied with creams and serums alone – they’re looking for treatments that deliver visible, long-lasting results. Incorporating longevity-focused services like:

• Collagen-boosting facials with cutting-edge ingredients such as peptides and plant-based stem cells.
• Exosome therapy to stimulate cellular repair and rejuvenation.
• Microcurrent technology to tone and lift facial muscles naturally.

By offering these services, salons can cater to clients who want to invest in their skin’s long-term health.

2. The Rise of High-Tech Tools
   From LED light therapy to cryotherapy chambers, biohacking tools are quickly becoming must-haves for salons aiming to stay ahead of the curve. These technologies go beyond traditional beauty treatments to target issues like inflammation, collagen depletion, and oxidative stress – key factors in aging.

• LED light therapy: Incorporate it into facials to boost collagen production, calm inflammation, or fight acne.
• Cryotherapy: Offer localized treatments or full-body sessions to tighten skin, reduce puffiness, and improve circulation.
• Oxygen infusion facials: These deliver an instant glow while supporting cellular health.

Investing in these tools may seem like a leap, but they’ll set your salon apart as a destination for cutting-edge care.

3. Personalized Beauty Plans
   Customization is the future. Imagine being able to offer your clients a beauty regimen tailored specifically to their skin type, lifestyle, and even genetic profile. Advances in DNA testing and wellness tracking now make this possible. Salons can partner with biohacking and wellness companies to provide personalized plans that:

• Recommend treatments based on genetic predispositions (e.g., susceptibility to sun damage or slower collagen production).
• Suggest supplements or topical products tailored to individual needs.
• Include regular check-ins to track progress and adjust plans as needed.

By offering this level of personalization, you’ll build trust and loyalty with your clients.

4. Holistic Wellness Offerings
   Longevity and biohacking aren’t just about what happens in the salon; they’re about creating a lifestyle. Salons can expand their offerings to include holistic wellness services that support beauty from the inside out, such as:

• Nutritional consultations: Help clients understand the connection between diet and skin health.
• Wellness workshops: Teach clients about the benefits of mindfulness, hydration, and proper sleep for glowing skin.
• At-home self-care kits: Curate products and tools for clients to use between appointments, ensuring they stay consistent with their routines.

Education Is Key

Introducing longevity and biohacking concepts to your salon requires educating both your team and your clients. Here’s how:

• Train your staff: Ensure your team understands the science behind these trends and can confidently explain the benefits to clients.
• Host events: Organize workshops or seminars to introduce your clients to the latest innovations and how they can benefit from them.
• Content marketing: Use blogs, social media, and newsletters to share information about longevity and biohacking, positioning your salon as a thought leader in the space.

Building Trust Through Expertise

When it comes to longevity and biohacking, clients want to know they’re in good hands. Salons can build trust by:

• Partnering with reputable brands and suppliers.
• Staying up-to-date on the latest research and innovations.
• Providing clear, transparent explanations of how treatments work and what clients can expect.

The Business Impact

Incorporating longevity and biohacking into your salon isn’t just good for your clients – it’s good for your bottom line. These services often come with higher price points, and clients are willing to pay for the expertise and innovation they offer. Additionally, offering unique, forward-thinking services can help attract a new demographic of clients who prioritize wellness and are looking for premium experiences.

Looking Ahead

The concepts of longevity and biohacking are still in their early days within the beauty industry, but their potential is enormous. By embracing these trends now, salons can position themselves as leaders in a new era of beauty – one that’s focused on helping clients look and feel their best for years to come.

Are you ready to take your salon to the next level? Start small by introducing one or two longevity-focused services, or go all in with a full suite of offerings. Either way, the future of beauty is here – and it’s yours to shape.

As the salon industry in the Middle East continues to evolve, staying ahead of the curve in marketing is essential. To remain competitive, salon owners must adapt to new trends that can effectively capture their audience’s attention and drive engagement. This article highlights key trends that are shaping the marketing landscape, offering practical insights for salon owners to enhance their marketing strategies.

AI in Marketing: Harnessing AI to Generate Social Media Posts, Website Copy, Blogs, and Newsletters

Artificial Intelligence (AI) is revolutionising marketing across various industries, and the salon industry is no exception. AI tools can generate social media posts, website copy, blogs, and newsletters, significantly improving efficiency and effectiveness of your marketing efforts.

Social Media Posts

AI-driven platforms like ChatGPT or Jasper can create engaging social media content tailored to specific audience segments. For example, a salon owner can use AI to generate Instagram posts that highlight new hairstyle trends, promotions, or client testimonials. These tools analyse current trends, customer preferences, and engagement metrics to craft posts that resonate with followers.

Website Copy

Creating compelling website content is crucial for attracting and retaining clients once they land on your website. AI can help by generating SEO-optimised copy that improves search engine rankings and drives organic traffic. For instance, an AI tool can produce engaging descriptions for services like haircuts, colouring, and spa treatments, ensuring that the content is both informative and persuasive.

Blogs and Newsletters

Regularly publishing blogs and newsletters helps salons maintain a strong online presence and build customer loyalty. AI can streamline this process by generating content ideas, writing drafts, and even optimising posts for readability and engagement. For example, a salon could use AI to create a monthly newsletter that includes beauty tips, product recommendations, and upcoming promotions, ensuring that the content is relevant and valuable to clients.

Reach is the New Social Media Metric to Watch

In the past, ‘vanity’ metrics such as likes, comments, and shares were the primary indicators of social media success. However, these metrics are declining across the board as algorithms and user behaviour change. The new metric to watch is “reach,” which measures how many unique users see your content.

The Importance of Reach

Reach provides a more accurate representation of your content’s visibility and potential impact. Unlike engagement metrics, which can be influenced by various factors (e.g., algorithm changes, timing), reach gives a clearer picture of your content’s actual exposure. For salon owners, focusing on reach can help ensure that promotional efforts are seen by a broader audience, increasing the likelihood of attracting new clients.

Strategies to Enhance Reach

To boost reach, salons should focus on creating high-quality, shareable content. This includes using eye-catching visuals, leveraging trending topics, and posting at optimal times. Additionally, investing in paid promotions on platforms like Instagram and Facebook can help extend the reach of your content to target demographics.

User-Generated Content and Influencer Collaborations: The Future of Content Marketing

In today’s saturated market, traditional marketing strategies like before-and-after images are no longer sufficient. Instead, user-generated content (UGC) and influencer collaborations are emerging as powerful tools to cut through the noise and engage audiences.

User-Generated Content

Encouraging clients to create content is an effective way to build authenticity and trust. UGC includes photos, videos, and testimonials shared by clients who have experienced your services. For example, a salon can create a hashtag campaign encouraging clients to share their new hairstyles with a specific hashtag. Featuring this content on the salon’s social media pages and website not only provides social proof but also fosters a sense of community.

Influencer Collaborations

Collaborating with influencers can significantly amplify your salon’s reach and credibility. Influencers, particularly those who specialise in beauty and fashion, have a loyal following that trusts their recommendations. By partnering with influencers for reviews, tutorials, or takeovers, salons can tap into new audiences and build brand awareness. For instance, inviting a local beauty influencer to experience and review a new treatment can generate buzz and attract potential clients.

Authenticity and Entertainment Over Content Quality

As consumers become more discerning, authenticity and entertainment value are increasingly prioritised over polished, high-quality content. For salon owners, this shift presents an opportunity to connect with audiences on a deeper level.

Embracing Authenticity

Authenticity involves being genuine and transparent in your marketing efforts. This means showcasing real clients, behind-the-scenes content, and honest reviews. For example, a salon could share a day-in-the-life video featuring stylists and clients, providing a glimpse into the salon’s atmosphere and culture. This approach helps build trust and relatability, encouraging clients to engage with your brand.

Prioritising Entertainment

In the age of short attention spans, entertaining content is essential for capturing and retaining audience interest. This can include humorous posts, interactive stories, or engaging videos. For instance, a salon could create a series of fun and informative videos on hair care tips or styling tutorials, ensuring the content is both educational and entertaining. Utilising platforms like TikTok or Instagram Reels can help salons reach younger audiences who crave dynamic and engaging content.

Practical Examples and Implementation

AI in Action

Consider a salon that wants to promote a new hair treatment. Using an AI tool, the salon can generate a series of social media posts highlighting the benefits of the treatment, client testimonials, and special offers. The AI can also create blog posts detailing the science behind the treatment and newsletters informing clients about the launch event. This integrated approach ensures consistent and engaging communication across all channels.

Boosting Reach

A salon aiming to increase its reach might focus on creating visually appealing content that encourages shares. For instance, posting high-quality images of unique hairstyles or behind-the-scenes videos of stylists at work can attract more viewers. Additionally, leveraging Instagram Stories and Facebook Ads can help target specific demographics, further extending the content’s reach.

Leveraging UGC and Influencers

To leverage user-generated content, a salon could launch a campaign encouraging clients to post pictures of their new hairstyles with a branded hashtag. The salon can then repost these images, giving clients a sense of recognition and encouraging others to participate. For influencer collaborations, a salon might partner with a local beauty influencer to showcase a new product line, offering exclusive discounts to the influencer’s followers. This collaboration can drive traffic and generate interest among new potential clients.

In the beauty industry we are seeing more brands taking part in collaborations with companies in other retail spaces. Tara Rose Salon (@Tararosesalon) has successfully done collabs with @gymsox_ and art prints by @pop_and_toast to increase engagement and interest and boost revenue streams while supporting other businesses. Remedy Room (@remedyroom.ae) brought in a face fitness specialist to offer their clients an exclusive service that they could sign up for.

Emphasising Authenticity and Entertainment

To prioritise authenticity, a salon could regularly share behind-the-scenes content, such as videos of staff preparing for the day or candid moments with clients. For entertainment, the salon might create a series of humorous videos featuring common salon scenarios or challenges. These efforts not only humanise the brand but also keep the audience entertained and engaged.

The industry is definitely seeing more brands showcase what they are doing in the salon, introducing staff members on video reels and creating light and engaging content. Brands who are doing well in this space include Simplice Beauty Lounge (@simplicebeautylounge) and Stay Flawless (@stayflawlessuae).

Conclusion

The salon industry in the Middle East is poised for growth, and staying ahead of marketing trends is crucial for success. By harnessing AI to generate compelling content, focusing on reach as a key metric, leveraging user-generated content and influencer collaborations, and prioritising authenticity and entertainment, salon owners can effectively cut through the noise and build a loyal client base. Embracing these trends will not only enhance your marketing efforts but also position your salon as a forward-thinking and client-centric business in a competitive market.

A high-pressure environment, long hours, client demands, and sometimes intense interpersonal interactions can all contribute to stress and anxiety among salon professionals. This is true for the global industry as well as for salons in the Middle East.

As a consultant to the beauty industry, VR Beauty Consulting is well-positioned to take a broad view of salons in the GCC and we can confirm that in the current market, the above factors and more need to be addressed, to improve the mental wellbeing of those who work in this space. Significant issues currently affecting the industry include poor treatment by management, low salaries, long working hours, and problems with payment for work done.

For example, we see that it is not uncommon for salons to implement commission schemes with unrealistic targets, making it nearly impossible for employees to achieve their commissions. In some cases, commissions are stopped altogether if overall salon targets are not met, undermining the efforts of those who do contribute significantly.

Job security also remains a major concern for salon staff, as they often don’t receive the pay they deserve or were promised. Many employees are required to work excessively long hours, sometimes up to 12 hours a day, six days a week. This intense schedule leaves little time for relaxation, making it nearly impossible for them to achieve a healthy work-life balance.

Another critical issue in salons, which is not often spoken about, is clients’ behaviour. Clients can be very demanding and disrespectful towards salon employees. Unfortunately, management frequently sides with clients rather than supporting and defending their staff. This lack of support from management exacerbates the stress and mental health challenges faced by salon employees.

We have been encouraged to see that since the pandemic, there are some salons who are starting to invest more in their people. For example, some have brought in third parties to offer services like yoga sessions and mental health education classes. These initiatives are aimed at helping employees achieve a more balanced life and to improve their well-being. This is a positive trend that will go a long way toward helping salon employees feel well-supported by management, which will have a positive effect on the industry as a whole.

According to research done by Economist Impact,  the prevalence rates of mental health conditions in the Middle East have remained relatively consistent over the past two decades, however, mental health conditions are increasing as a share of the total disease burden. The burden of mental illness may be further exacerbated in the coming years by the risk factors associated with a young population.

The report shares that mental health is receiving more interest from policymakers, and there are clear signs of progress across the region, however, longstanding barriers remain. These include insufficient human resources to meet mental health care needs, an outdated institutional focus that isolates mental health patients from the community, and widespread mental health illiteracy and stigma.

More salon owners need to get on board to create a more supportive and balanced work environment in the salon industry.

The Harvard Business Review suggests the following ways to support the mental health of your employees, which we fully support.

Be vulnerable

Share your experiences. As a leader, being honest about your own mental health struggles encourages employees to feel comfortable discussing their own challenges.

Model healthy behaviours

Don’t just talk about supporting mental health—demonstrate it. Show your team that it’s okay to prioritise self-care and set boundaries. Share when you’re taking a midday walk, attending a therapy session, or enjoying a staycation (and actually unplugging from work) to prevent burnout.

Build a culture of connection through check-ins

Regularly and intentionally check in with each of your direct reports. Go beyond a simple “How are you?” Ask specific questions about what support they need. Listen attentively, encourage questions, and address concerns.

Offer flexibility and be inclusive

To effectively address issues, you need to understand what’s happening with your team. Avoid assumptions about their needs, as these will vary over time. Take a customized approach to addressing stressors, such as childcare challenges or the pressure to work constantly. Proactively offer flexibility and be as generous and realistic as possible.

Communicate more than you think you need to

Keep your team informed about organisational changes and updates. Clarify any modified work hours and norms. Reduce stress by setting clear expectations about workloads, prioritising tasks, and acknowledging what can be deferred if necessary. Make your team aware of available mental health resources and encourage their use.

Looking forward, the salon industry must address mental health and do what they can to improve their HR processes, become more inclusive of those with mental health issues and do what they can to normalise the topic and educate, as opposed to feeding the stigma. It is possible to achieve these goals and to have a positive impact on the industry as well as the region.

In today’s busy world, where daily demands often overshadow our well-being, taking care of our mental health is crucial. Burnout, stress, and anxiety are common challenges, but they don’t have to control our lives.

This Mental Health Awareness Month, VR Beauty Consulting Founder and CEO Valerie Reynaert shares her journey of self-reflection and intentional boundary-setting, which has helped her prioritise her mental health, since experiencing a burnout in 2019.

“I had to do a lot of work on myself, figuring out why it happened and how I could prevent it from happening again. It was not an easy road, but it was a very insightful and interesting one to walk. Once you have had a burnout, it can still linger inside your body, and you must be careful to avoid letting things get back to that stage. It is very important to work towards finding a balance.”

Reflecting on her experiences, Valerie shares how through honest conversations with colleagues and introspection, she learned the value of establishing positive routines and boundaries.

Establishing a daily morning routine of meditation and setting intentions has been a game-changer for her.

“Every morning, I sit outside and journal and do my manifestations. Recently I did a 30-day challenge on manifesting soul abundance through a private Facebook group (link below) where every day, you were given a subject to think and write about. This morning practice is very much about standing still and thinking about what is it that you want in life. What is it that makes you happy? What will bring fulfilment to your life? It was an eye-opening experience. I also read a verse of the Tao in the incredible book, Change Your Thoughts, Change Your Life, by Dr Wayne D. Dyer and then I meditate. This time every morning makes such a big difference to my mental state,” Valerie says.

When it comes to setting boundaries, Valerie first learnt to recognise external stressors, particularly the impact of others’ actions on her mental state.

“It is important to distinguish between personal responsibility and external influences. By reframing negative interactions and realising that sometimes someone’s behaviour reflects their insecurities, you are empowered to maintain a good emotional balance.”

Valerie’s approach to managing situations like this involves thoughtful reflection before responding so that you can avoid reacting impulsively.

“If you know that you have done what you promised and to the best of your ability, then you can confidently step away and realise that most of the time, people’s reactions have nothing to do with you. If you take it personally it will affect your mental health.”

Valerie highlights further that making time for an activity that helps her to unwind and the simple habit of ensuring that she has enough sleep plays a big part in looking after her mental health. ‘’I try to get to bed by 10.30pm every night. I never set an alarm as I wake up when I wake up, as it is important to give your body and mind the sleep it requires.’’

“Making time to explore the world and to let your mind wander, enables you to come back with a fresh mind, ready to face daily life. To unwind, I make time for diving and traveling. Diving is like meditation for me. You are fully closed off from the world when underwater and the only thing you do is enjoy the beauty of the underwater world. Travelling also takes me out of my usual space and routine, which is so important to do.’’ she shares.

Above all Valerie is a strong promoter of kindness as a catalyst for positive change.

“The impact of a simple act of kindness, such as offering a compliment or smile can be huge and can make a big difference to someone. When you make someone else happy, automatically, you will be happy as well. “

While these may all be small steps, they go a long way to boosting mental health and nurturing positive habits, which help us navigate life’s challenges with resilience.

Here are the resources that Valerie highly recommends for those looking to boost their mental health:

https://the-inner-bloom.mn.co/users/onboarding/plans?from=https%3A%2F%2Fthe-inner-bloom.mn.co%2Fspaces%2F11799628%3Fautojoin%3D1&space_id=11799628

https://www.instagram.com/manifestsoulabundance?igsh=YTU1cnNjOTI4YXIw

https://www.goodreads.com/en/book/show/389763