ASK THE Experts

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

What are the lip blushing trends for next year?

As the demand for semi-permanent makeup (SPMU) continues to rise, lip blush has emerged as a go-to treatment for many clients wanting to work on their lips, offering clients the perfect balance of natural enhancement and low-maintenance beauty.

In 2025, there are three standout lip blush techniques that will influence what clients will be asking for. These methods are not only elevating aesthetic results but are also setting new standards for how practitioners approach lip pigmentation, with new knowledge and skills.

Ombré lip blush

This advanced technique involves a gradient effect, where the pigmentation fades smoothly from darker edges into a lighter centre.

This can be achieved by diluting the pigment or mixing with another pigment, depending on the blend and the effect needed, creating a fuller, softly defined lip.

Unlike traditional solid lip blushing, ombré offers a more delicate and artistic approach, allowing clients to achieve a fuller-looking lip without the need for fillers.

Sheer lip blush

Sheer lip blush is on trend to be the go-to technique for clients seeking the most natural, barely-there enhancement. This method uses diluted pigments to create a translucent wash of colour, similar to the effect of a tinted lip balm.

The key to mastering sheer lip blush lies in your ability to balance pigment saturation with skin tone, ensuring the result is subtle and fresh. As clients move toward a more minimalist approach to beauty, this trend is set to explode in 2025, particularly among those who want a natural look with just enough pigment to enhance their natural lip shape and colour.

Contour lip blush

This is similar to ombré lips except there is more of a focus on strong outer borders rather than a seamless blend. This gives lips a more defined and sculpted appearance without the harsh lines of traditional lip liner.

By carefully shading and adding dimension to the lips, contour lip blush creates the illusion of depth and volume. This technique allows for ultra-precise enhancements tailored to each client’s natural lip shape, making it especially popular among clients who want a subtle plumping effect.

Expect to see contour lip blush rise in popularity as clients look for long-lasting, polished results that enhance lip definition while maintaining a natural, elegant finish.

Kristina Shepherd is an SPMU expert, educator and owner of the 27 Two 6 Beauty salon in Welling, South East London.

How can I prepare my clients’ skin for winter?

In the winter, cold temperatures, dry air and indoor heating can strip the skin of moisture, leading to dryness, irritation and sensitivity. Prepping the skin helps maintain hydration, restore the skin barrier and protect it from environmental stressors. A well-prepared skin will be more resilient to these conditions, reducing the risk of issues like loss of elasticity, redness and premature ageing.

Dry and sensitive skin types are most affected by cold weather because they have weaker skin barriers, making them more prone to moisture loss and irritation. However, even oily and combination skin can experience dryness and dehydration during the winter due to reduced humidity. Skin with conditions like eczema or rosacea can also worsen during colder months due to the harsh environmental conditions.

What actions should beauty therapists take?

• Hydrate and repair: Start with treatments that focus on deep hydration, oxygenation and barrier repair.

• Boost the skin barrier: Use products rich in ceramides, oils, anti-inflammatories and antioxidants to strengthen the skin barrier.

• Protect: Recommend gentle but effective protection from the environment with rich, nourishing creams that lock in moisture.

• Personalised treatments: Offer treatments based on skin type and condition, paying close attention to the need for hydration and anti-inflammatory ingredients.

What professional treatments should I do?

• Hydrating and recovery facials: These can replenish lost moisture and strengthen the skin barrier. Focus on masks with hyaluronic acid, collagen or oils.

• Oxygen facials: To rehydrate and boost circulation for a healthy glow.

• Gentle peels: Offer light chemical peels to encourage cell turnover without over-stripping the skin, for a natural glow.

• LED light therapy: Red light therapy can soothe inflammation and boost collagen production, helping skin recover from winter damage.

• Nourishing body treatments: Hydrating and oil massages can help counteract dryness and flakiness on the body.

What ingredients should I use?

• Hyaluronic acid: To boost hydration levels and keep the skin plump.

• Antioxidants: Vitamin E, SOD or pomegranate extracts to fight oxidative stress and strengthen the skin’s defenses.

• Oils and butters: Ingredients like shea butter, squalane, and beeswax provide deep nourishment and lock in moisture.

• Niacinamide and madecassoside: These reduce inflammation and redness while boosting hydration.

• Ectoin: An anti-stress molecule, it acts like a cellular shield against oxidative stress.

How should at-home routines change?

• Switch to richer moisturisers: Encourage clients to use rich creams or balms that provide more occlusion to trap moisture

• Gentle cleansers: Advise clients to switch to nonfoaming, hydrating and antioxidant cleansers to prevent stripping the skin of its natural oils.

• Increase hydration: Introduce hydrating serums or boosters with ingredients like hyaluronic acid or niacinamide, to lock in moisture.

• Exfoliate less frequently: Suggest less-frequent exfoliation, opting for gentler chemical exfoliants to avoid compromising the skin barrier.

• Sun protection: Remind clients that sunscreen is still essential in winter, as UV rays can cause damage even in colder months.

Marianne Longchambon is a beauty and spa expert, and works as the assistant training manager and an international trainer for luxury spa brand Swissline.

How can I use PR to grow my business?

Growing a successful business requires more than just incredible services and a solid marketing plan. Public relations (PR) plays a pivotal role in establishing your business’s reputation, credibility and long-term trust.

While marketing might bring customers through the door, PR helps to keep them coming back by positioning your business as a trusted authority in the beauty world.

PR is about more than just gaining exposure; it’s about building lasting relationships and shaping how your brand is perceived. Unlike traditional marketing, which often focuses on immediate results and sales, PR is the slow burn that strengthens your business’s reputation over time.

When clients see your beauty business featured in magazines, mentioned by influencers or spotlighted in industry articles, it reinforces the trust they place in you. It’s not just about making a quick sale, but about positioning your brand as the go-to expert in the industry.

Simple PR strategies

Not all businesses have the resources to hire a full-time PR agency, but you can still take control of your own PR strategy. Here are some actionable steps to get started:

1. Know where your clients are: Identify which publications and platforms your ideal clients are reading or engaging with. From niche beauty blogs to regional magazines, focus on those that align with your business.

2. Build real relationships with journalists: Networking doesn’t have to be intimidating. Start by following beauty editors or journalists on social media, engage with their work and build rapport over time. When you eventually pitch your story, it won’t feel like a cold approach.

3. Offer something unique: When reaching out to journalists, always lead with value. Focus on what insights you can offer their audience, rather than just promoting your business. Journalists love fresh, expert commentary; be the person who can give them that.

4. Promote your press coverage: Don’t let your hardearned press mentions fade away. Make sure to highlight the coverage on your website, share it across social media and even showcase cuttings in your salon. When clients see that others recognise your expertise, it builds even more trust.

The role of personal branding

In today’s market, clients aren’t just looking for a great beauty treatment, they’re looking for a connection. That’s where personal branding comes in. PR isn’t just about promoting your business; it’s about sharing your personal journey and expertise with the world. By becoming the face of your brand, you set yourself apart from the competition.

What’s your story? Whether it’s your journey into the beauty industry or the unique ways you approach treatments, these are the elements that shape your brand identity. Sharing these stories through PR can help you build a personal connection with clients, making your business more than just a service provider.

PR might take time, but the results are worth it for stronger client relationships, greater brand recognition and long-term business growth.

Katie Godfrey is the owner of KG Salon in Bedfordshire, director of KG Professional beauty training academy and product range, and founder of KG Business Mentor.

Why is it important for my business to have a mission statement?

Having a mission is about more than a trademark or a catchphrase. It’s about having your business enveloped in a bigger purpose. If you changed your business’s name, owner, branding, products, services and location, what would be left – what would your business still stand for? Ask yourself, if you peeled back layers to get to the core of what your business truly means, what would that be?

Your mission statement or tagline makes a strong, rooted stand for what your company’s values, purpose, passion and priorities are, even if everything else was changed or removed.

As a business owner, having a mission will help you to navigate your way through the noise. It will help guide you through the fads, courses, trends and social media jungle that may lead you away from “soul” purpose – down a path of what you think you should do, rather than what you’re meant to do or to become.

It will also be the North Star to your customers too – a bright, shining light through the loud noises of decisions about which therapist, business, products or services to choose, helping to anchor the purpose of what your incredible treatments do for people as a whole.

Let me give you an example – my trademarked mission at my home-based business Come Spa With Me is to “Make Me-Time Mandatory”. My clients are usually incredible people that are always putting others first – but it’s not saying “what about me?”, it’s about saying “me too”; it’s helping clients to realise that it’s not selfish to put themselves first. Clients leave saying “Yes, I deserve this – I need to make this mandatory, to have treatments more often for my overall wellbeing.”

It’s a feeling that lasts outside of the treatment room. It’s a realisation that they need to start saying yes to themselves more. It’s amazing to see that shift of mindset in my clients, and see their self-worth grow with each visit. Not only are they better for themselves; they’re better for their loved ones, too.

Can you see how I achieved that? It wasn’t just my qualifications, reviews or branding, and definitely not social media, that brought clients to me and kept them coming back. It was the mission behind all that. Having a core mission will gain and keep clients’ trust. With a mission, there’s vision, passion and purpose – which I truly believe is the most important foundation to a thriving business in our industry.

Jodie-Leigh Davidson-Joyner is the owner of the Come Spa With Me home-based beauty business, a finalist in the PB Awards 2025. She is also a degree-level holistic therapist and qualified holistic coach.