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Advanced aesthetician, educator and salon owner Lola Dansu tells Erin Leybourne what we need to do to encourage new talent into the beauty industry

How did you begin your journey into the industry?

“My journey began with a passion for skincare, wellness and empowering others. I first started a non-profit organisation after traveling to West Africa, where I partnered with women producing shea butter and connected them with business partners in the UK. This experience deepened my appreciation for beauty’s global impact, leading me to train as a beauty therapist, and I haven’t looked back since.

“Over the years, I’ve worked closely with brands, professionals and aspiring beauty entrepreneurs, witnessing first-hand the transformative power of education and industry access. My experience in schools, mentoring and community engagement made me aware of the gap between young talent and real career opportunities, which inspired me to take action.”

What is the ASME Collective?

“It is a social enterprise dedicated to bridging the gap between young people and career opportunities in the beauty and wellness industry. We focus on building awareness, education, mentorship and industry access, helping students understand the diverse roles available beyond traditional beauty therapy.

“Through workshops, talks and brand partnerships, we provide young people, particularly those from underrepresented backgrounds, with tools, skills and networks needed to enter and thrive in the industry.”

What inspired you to start the ASME Collective?

“I saw first-hand how many young people love beauty and see the massive growth as consumers but don’t know where to start when it comes to turning it into a career.

“The industry is rich with opportunity, yet there’s a lack of structured pathways that connect students with real-world experience. Many don’t realise that beauty careers can extend beyond salons and makeup artistry to include skincare science, brand development, sustainability and technology.

“I wanted to create something that not only educates but also gives direct access to brands, experts and opportunities.”

What do you think the biggest barrier is to entering the beauty industry right now?

“One of the biggest challenges is breaking into the industry without clear pathways. Many young people are passionate about beauty but struggle to find work experience, apprenticeships or career guidance.

“There’s also a lack of representation and inclusivity in certain areas, making it difficult for diverse talent to feel seen and supported. At ASME Collective, we’re working to change this by creating access to industry professionals, fostering mentorship and helping young people build career confidence.”

You appear in PB’s campaign video to inspire careers in beauty. What advice you would give young people wanting to enter the industry?

“Stay curious, be open to learning, and don’t be afraid to network. The beauty industry is evolving rapidly, and success isn’t just about mastering a single skill, it’s about understanding trends, innovation and the business side of beauty.

“Attend events such as Professional Beauty London, ask questions, follow brands you admire, and explore career paths beyond the obvious. Most importantly, build connections. Mentorship and relationships can open doors you never knew existed.”