How to stand out

There’s still time to enter the Professional Beauty Awards 2025: entries close on August 16. Following two rounds of judging, the awards will be presented on Sunday, March 2, 2025, at a gala dinner in central London.

With 10 categories, there is an award for every area of our diverse practitioners. We caught up with six of our judges to find out what they will be looking for when reading the entries, and how to make industry, from spas to salons, clinics, teams and individual sure yours scores highly.

10 tips to get your entry noticed

1 Show passion

“I’m looking for passion,” says Smita Ahluwalia, expert aesthetic facialist and new PB judge. “I want to be able to see that person is so passionate about showcasing their love for the profession and what they do, and also that they actually really care about winning – that this award means something to them. We also have lives outside work; you may be a parent, a carer, a volunteer. I want to see the human side of that person as well.”

2 Don’t be afraid to boast

“Sometimes it’s hard for us to big ourselves and our businesses up, but that’s what judges really want to see,” says Kelly Shaw, owner of K Spa in Hampshire, while Clare Porter, who runs Fountain Beauty in Surrey, adds, “Think about what makes you proud and what your clients comment on first. This is your chance to shout it from the rooftops! Share what makes your business shine and the elements that set you apart.”

3 Think substance over style

“I think so many salon owners have this mental block, and think ‘I’m not good enough, maybe I shouldn’t enter’ but I would adivise any salon owner or beauty professional to just do it,” says current judge and former winner Michelle Stead, owner of Perfection Skin & Beauty Clinic in Wiltshire. “We’re not judging you on how big your chandeliers are or how prestigious your client list is. We can see through all that bull. We just want to hear your personal story, because every story is different.”

4 Explain the full process

“The detail matters,” says Sara Shoemark, owner of Glow, with salons in Wales and the North West. “A beautiful salon and an exceptional treatment is great but don’t forget to tell us about the whole experience: the consultation, the care, vital hygiene, the planning, the advice. And never forget the finance. However amazing you are, the numbers need to work.”

Just entering the awards can be a valuable exercise in itself, as Porter explains: “It encourages you to reflect on the protocols and systems you have in place. Often, we don’t take the opportunity to step back and look at our business from this perspective.”

5 Pick the right pics

“Pictures make a big first impression so make them professional. They don’t have to be professionally shot, but you need to look professional in them rather than a selfie pouting at the camera,” says Shaw. “Yes, we want to see all the fun reels you make with your team, but you need a professional shot as well.”

Ahluwalia adds, “If you submit before-and-after pictures, make sure they’re genuine and taken in the same conditions.”

Professionalism is just as important in the pictures of your salon or treatments, as Porter explains: “If the entry requires images of your treatment room, judges are keen to see the full workspace and setup, envisioning themselves in there as either a client or a therapist. We want to see that window into your business and get a sense of customer care.”

6 Shout about qualifications

“We really need to see what you’re qualified in and your CPD or, if you’ve got a team, how you keep them up to date,” says Shaw. “It’s such an important part of our industry and if you’re keeping up to date, that really makes you stand out.”

7 Be creative and use the full word count

“Don’t write a one-sentence answer to a question that says you’ve got 200 words. Use that full word count to really show us your passion,” says Shaw, while Stead adds, “One thing that gets badly marked by me is usually to do with the retail question because if someone just writes ‘I don’t do retail’, I think, ‘OK, so tell me what you do instead’. Do you educate your clients? If there is a question that’s not directly relevant to what you’re doing, use the word count to explain what you do instead and why.”

Gemma Holt, owner of Lily’s in Shropshire, adds, “Make sure to always use the additional information box at the end of your entry; so many people leave it blank. You can add extra photos of treatments, testimonials, charity work... be imaginative.”

8 Don’t rely on AI

“We can tell if you just copied and pasted from Chat GPT. We know by how it’s formatted and the words it uses because every application then looks the same, and you want to make yours different to stand out. The only way you can do that is by using your own creative writing,” says Stead.

9 Use bullet points and be concise

“Bullet points are fantastic as they catch the judge’s eye, and when we read so many entries you need to make your achievements stand out,” says Holt. “Copy and paste the question into a Word document and get down everything you want to say then check your word count. If you have too many words then reduce it by taking out sentences that are repetitive or using bullet points.”

10 Remember your website and social channels

“When I read an entry, I will also look at the website and social media channels to see if they look professional and reflect the business,” says Stead. “Make sure it’s up to date and we’re not seeing your Christmas offers!”

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