Editor's Comment

The concept of emotional beauty looks set to become increasingly important for both brands and salons, with more research into how our mental wellbeing manifests itself in the skin and how scents, textures and treatments can impact mood and health.

Interestingly, we may also see a shift in focus from prescriptive skin and health ideals to a more realistic narrative that acknowledges how things that are “bad” for you, like parties and chocolate, actually make you happy in moderation – and happiness is just as important a piece in the wellness puzzle as sleep and skin health. Find out more about this and other trends set to impact the industry on page 11.

One trend that’s taken social media by storm of late is skin flooding, and this month we ask the experts how it translates within the professional market. While the concept of layering multiple products onto damp skin to lock in moisture is certainly not a new one, being able to advise clients on the dos and don’ts of this TikTok craze is vital for therapists, who are expected to be on top of all the latest terminology. Get the lowdown on page 72.

Love it or hate it, the impact of social media influencers on the beauty industry is growing. Not only are consumers following online tutorials for at-home treatments, young people starting out in the beauty industry are also often watching these videos and, in some cases, picking up bad habits. So, once again, the importance of regulation and best practice are under scrutiny this month, from an increasing need for clarity and uniformity around patch testing (see page 40) to a new campaign to raise standards in waxing (see page 61).

In fact, we have a wealth of waxing advice in this issue, as the experts also weigh in on the importance of client care during intimate waxing treatments. From the best positioning to how to handle difficult conversations, read their advice on page 52.

Editor