ASK THE Experts

Our beauty experts answer your questions about every aspect of running a salon or spa business

How do I master makeup application for menopausal clients?

Navigating makeup through the menopause can throw a few challenges our way. The techniques and products people have previously used and loved seem to stop working due to hormonal changes that can significantly impact the skin. Here are a few things to consider for menopausal makeup application:

Skincare: Does your client have a good skincare regime? If they’re complaining about the way makeup looks on their skin, why not try and book them in for a facial and skin analysis at a salon? Here, the professional therapists can tailor-make a regime for their skin’s specific needs.

Primer: A good primer is your best friend to smooth the appearance of clients’ fine lines, wrinkles, uneven skin texture and open pores. Primer will also keep skin looking flawless throughout the day and keep makeup in place during hot flushes.

Foundation: Choose a lightweight, hydrating foundation or tinted moisturiser infused with skincare ingredients. This will even out the appearance of the skin, giving a fresh, dewy coverage and combatting signs of dry or dulllooking skin. Less is more so apply sparingly where needed.

Under-eye brightener: Use a light-reflecting, hydrating formula under the eyes to combat puffiness and dark circles. Choose a fine, serum-like texture that won’t settle into fine lines. It should simply brighten, smooth and soothe.

Concealer: For blemishes, dark spots and severe redness that is visible after foundation, I recommend a matte concealer. Use a small brush or mini sponge to apply sparingly and keep the concealer the same colour as foundation so it doesn’t highlight breakouts and blemishes.

Mascara: As we get older, our lashes become sparser so go for a volumising mascara to thicken the appearance of lashes. Find a smudge-proof one to avoid transfer onto skin during a hot flush.

Brows: These can become thinner and sometimes patchy with age, and a lot of people also overplucked them in their teens. I use a tinted brow gel to cover greys and comb strays into place then a finetipped pencil to mimic hairs and fill in gaps.

Lips: Our lips become thinner and less plump in menopause so use a natural lip liner slightly above and below the upper and lower bow of the lip to enhance shape and size. Liner will also help prevent feathering. Then, opt for lighter lipsticks and glosses for a plumper and fuller appearance – preferably hydrating balmy formulas, but I also love lip oils.

Hydrating spray: These lock in moisture while adding a fresh, dewy finish and combat dryness. This is particularly beneficial during hot flushes throughout the day, which can cause skin to feel dry.

Don’t miss Sarah-Jane Froom at Salon Beauty, where she’ll be talking about mastering makeup for mature and menopausal skin on the Advanced Beauty Stage at 2pm on Sunday, October 13.

Sarah-Jane Froom is a professional makeup artist, TV presenter and content creator with over 26 years’ experience in the fashion and beauty industry.

What are some simple ways to make my salon more sustainable?

I became interested in sustainability because I’ve been scuba diving for 24 years, and in that time I’ve watched what humans have done to the ocean and how much rubbish is in the water. So, when I was setting up my salon, I wanted to make sure that every decision was made through a lens of sustainability, and that we were innovating with sustainability in mind.

If you want to make changes to your salon’s daily operations to become more sustainable, it helps to look at the small things and to focus on longevity rather than recyclability.

• Go digital: Putting all your business’s information online reduces paper use – even prices are only visible on our website.

• Evaluate your electricity: If you’re not using something or you’re shutting up the salon for the night, make sure everything is switched off. Also consider switching to LED lights and using timers.

• Choose your products wisely: I use either UK-based brands or small brands so that I know everything is being made in small batches and is traceable. Buying local and in bulk also means that we’re reducing the carbon footprint of shipping and packaging.

• Look at your recycling: My salon uses a landfill-free recycling company, Green Recycling, which means that every single thing we put into our bins gets reused in some way and not one item goes to a landfill; not even the wax. This costs £89 a month but realistically that’s only an hour of my time in the salon, which is worth the peace of mind knowing that nothing is going to landfill – as is actually often the case with local council recycling.

• Encourage bring-back schemes: If clients bring back their product to be recycled by us, they get 5% off their next purchase in the salon and we can be sure it’s being recycled properly.

• Think about towels: There is a big discussion in the industry regarding washing towels or using disposable towels, but I make decisions based on lifecycle and longevity – so I’ve had the same towels for seven years and wash them in-house. We also use eco-friendly washing machines and eco-friendly washing powder.

• Ditch the magazines: Instead of having magazines in the waiting area we have a library with books so that we don’t need to keep replacing and recycling magazines, which reduces paper consumption.

• Down to the décor: We have environmentally friendly soundproofing on the walls, which are decorated with eco-friendly colour-matched paints. Our floors are also designed with the environment in mind, with sustainably sourced laminate throughout the salon. When we moved salon locations, we also retained 90% of the furnishings from the old salon.

Jennie Lawson will be talking about how to become a sustainable salon at Salon Beauty – don’t miss the panel discussion at 12pm on Sunday, October 13.

Jennie Lawson is the owner of Mimosa Beauty in Chelmsford, Essex. Lawson specialises in advanced waxing services and is also a skin specialist, and her salon is dedicated to eco-innovation.

How can I create a signature treatment?

In an industry where countless professionals offer similar services, standing out is not just about keeping up with trends, it’s about finding what makes you unique and creating experiences that reflect your values. One way to do this is by developing a signature treatment – an offering that not only highlights your skills and passion but also deeply resonates with clients, providing them with an unforgettable experience. Today, clients want more than just results; they want treatments that feel personal, connective, and bespoke.

From a business perspective, a signature treatment can command a premium price, as clients are often willing to invest more in a unique, exclusive service that they cannot get anywhere else. Consider also building in a moment to discuss a long-term treatment plan that addresses your client’s concerns, as a signature treatment can be a gateway to your other offerings.

The true beauty of a signature treatment lies in the fulfilment you’ll find in creating something authentically yours. When you pour your heart and soul into your work, it shows – and that energy enhances the client experience.

Start by reflecting on what inspires you as a therapist. What do you want your business to stand for? What techniques, products or philosophies are you passionate about? Whether it’s a passion for natural ingredients, holistic care or advanced treatments, these elements should form the foundation of your signature treatment.

Next, think about the dream client you wish to attract. What results are they looking for? What standout experience can you master that will have them lining up to book with you rather than the salon down the road?

Select products and modalities that align with your vision and the results you wish to achieve. Incorporate advanced techniques that showcase your expertise, whether a specialised massage, an innovative layering method or a unique sensory experience. Build flexibility into your signature treatment so the protocol can be tailored, ensuring a personalised experience every time.

Finally, embrace the process of refining your signature treatment. Listen to client feedback, trust your intuition, and allow your treatment to evolve. This continuous improvement will keep your signature treatment fresh, relevant, and deeply connected to you and your clients.

Six tips for crafting a signature treatment

1. Create: Think about what you love to do and the skills you have that your clients love you for. Your signature treatment should be a showcase for you and your business.

2. Results: Use products you’re passionate about that deliver noticeable results, making your treatment effective and desirable.

3. Unique: Include a unique ritual or element such as a signature scent, massage, or technique that clients will come to associate with your brand.

4. Flexibility: A signature treatment should be one that most clients can book. Consider a protocol with elements that can be easily adapted.

5. Mastery: Master your treatment by continually seeking improvement and refinement.

6. Price: Stand in your value. You have created something unique, and unique is valuable.

Don’t miss Joanne Serrant demonstrating the art of creating a signature treatment by combining passion, products and experience at Salon Beauty – she’ll be speaking on the Advanced Beauty Stage at 1pm on Monday, October 14.

Joanne Serrant is an advanced facialist and the owner of The Skin&Soul Academy and Joanne Serrant Advanced Skincare.

How can I adapt my facial massage technique for different clients?

Facial massage is beneficial for all age groups thanks to its multiple benefits that go beyond aesthetics, and it can be customised to address specific age-related concerns, adapting to clients’ needs in each stage of life. I usually do not like to group clients based on age as my approach is to create personalised protocols for everyone, yet we can consider the challenges faced by different age groups and have a look at some of the differentiations.

Clients aged 20 to 30

For younger clients, the primary focus of facial massage can be on lymphatic drainage and detoxification. At this age, the skin is still relatively firm and elastic, but urban living, pollution and daily environmental stressors can contribute to a build-up of congestion and dullness. Combinations of enzyme peeling and regular facial massage that includes manual lymphatic drainage (MLD) would be beneficial for detoxifying the skin and removing waste products.

While facial massage doesn’t directly remove congestion and pollution, it can enhance the skin’s defence mechanisms by improving circulation and promoting a healthy glow. Additionally, combining facial massage with antioxidant-rich serums or oils can help protect the skin from free radicals, which are commonly triggered by pollution or sun exposure.

Clients aged 30 to 45

For this age group, the concerns often start to shift towards managing the impact of stress, busy lifestyles and the early signs of ageing on the skin. At this stage, facial massage plays a significant role not only in skin health but also in overall wellbeing.

Massage techniques like myofascial and muscle release can be particularly effective in relieving tension, improving circulation and enhancing oxygen flow – not just to the skin but also to the brain. This holistic approach can reduce stress, promote mindfulness and support mental clarity, making it ideal for clients dealing with stressful jobs, urban living, young kids or an active social life. I am an advocate of a regular facial massage routine as a form of self-care, combining physical benefits like increased collagen production and enhanced skin tone with emotional and mental relaxation.

Clients aged 45 and beyond

Around the age of 45, both female and male clients start experiencing some hormonal fluctuations, which can affect the skin. In this stage of life, clients’ concerns are often focused on addressing sagging skin, loss of definition and reduced skin density. The skin is supported by a complex scaffolding of muscles, bones, subcutaneous fat and other structures such as fascia, and true rejuvenation involves addressing all these layers – not just the surface.

My approach targets these deeper structures through advanced techniques that involve working on the facial muscles, fascia and even the skeletal alignment. This creates a more profound lifting effect, improving overall facial contours and firmness.

To find out more about Anna Tsankova’s advanced techniques, check out her talk at Salon Beauty. She’ll be on the Advanced Beauty Stage at 11am on October 14.

Anna Tsankova is a skin expert and educator, and a world champion in face massage, who has worked with a number of professional and premium spa brands including Swissline.