WHY wellness is key IN SALONS

Wellness practices are increasingly being integrated into maintenance salon treatments such as brows and lashes. Brow HQ salon owner Leisa Roberts explores the benefits

We’re seeing a major shift towards self-care, holistic practices and biohacking in the beauty industry. I believe that incorporating wellness into salon treatments has moved on from a luxurious add-on to an essential component. Contemporary lifestyles are getting busier and chronic stress is a significant health issue, contributing to various physical and mental ailments such as anxiety, depression, cardiovascular diseases and weakened immune systems.

Salons, traditionally seen as places for aesthetic enhancement, are uniquely positioned to address this need by integrating wellness practices into their offerings. Salons are trusted spaces where clients feel safe, and the environment provides clients with a sanctuary from their hectic schedules, promoting physical relaxation and mental rejuvenation.

Wellness-infused salon treatments

Stress reduction: Incorporating wellness techniques such as mini massages, aromatherapy and mindfulness exercises during treatments can significantly reduce stress. At my salon, we use essential oils like neroli, lavender and bergamot, known for their calming properties and stimulation of the senses.

Enhanced physical health: Wellness treatments can improve circulation, reduce muscle tension and boost energy levels. Techniques such as massage, warm towels, lymphatic drainage and deep breathing can be added to regular salon services to provide holistic health benefits.

Mental wellbeing: The salon environment itself can be transformed into a peaceful retreat. Soft lighting, soothing music, relaxing scents and the incorporation of natureinspired décor can create a tranquil atmosphere that fosters mental wellbeing. Offering services like guided meditation, breathing exercises or pressure-point massage while waiting for an eyebrow tint to set, can enhance the mental health benefits while adding value and luxury to your service offering.

Time efficiency: For those who are perpetually short on time, combining beauty treatments with wellness practices is a highly efficient way to achieve multiple self-care goals simultaneously. Clients can leave the salon not only looking great, but also feeling revitalised and balanced, having invested their limited time wisely. This increases client satisfaction and retention, while adding additional revenue streams to your business.

Practical implementation

Salons can begin by training staff in basic wellness practices and holistic treatments. We offer online training and workshops and have seen an increase in the number of courses available on stress reduction techniques, the therapeutic use of essential oils, and the principles of mindfulness that can equip therapists with the knowledge to integrate wellness seamlessly into their services.

Salons can also collaborate with wellness experts such as yoga instructors, nutritionists and mental health professionals on workshops and events. These partnerships can elevate the salon’s role from a beauty service provider to a comprehensive wellness centre and this is something I believe we will see more of.

The business perspective

From a business standpoint, incorporating wellness into salon treatments can attract a broader clientele and foster customer loyalty. The offering of combined beauty and wellness services can differentiate a salon in a competitive market, encouraging repeat visits and positive word-of-mouth referrals.

Additionally, wellness treatments can command a higher price point and, given the growing consumer awareness and demand for holistic health solutions, salons that embrace this trend are likely to see growth in revenue as well as customer loyalty.

Leisa Roberts is the founder of Brow HQ in Chester. She has over 30 years’ experience and offers treatments including brows, lashes, facials and SPMU, as well as training.