ASK THE Experts

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

How can mobile therapists stay competitive in the growing mobile beauty market?

In my opinion, the key to thriving in the mobile beauty market is specialisation. By focusing on a specific niche, such as advanced anti-ageing treatments, not only does it make the mobile treatment range manageable but most importantly, it allows you to build a reputation for expertise and excellence in what you do.

This focus also helps you stand out in a competitive industry. Mobile therapists often have limited time and space, so concentrating on a well-defined area ensures you can deliver treatments to a consistently high standard without compromising on quality.

Clients seeking specialist services are more likely to invest in repeat appointments, and word-of-mouth recommendations tend to grow when you’re known for something specific and consistently executed.

Staying current through ongoing education

Staying informed and adaptable is equally essential. I continue to regularly take advanced training courses and always stay up to date with the latest research and developments within the industry and involve myself in industry events where possible.

Regularly refining and evolving your treatment menu is what keeps a business current and aligned with emerging trends. This helps to reassure clients that they are receiving the most effective and up-to-date treatments that are available.

Creating bespoke, results-driven treatments

My most popular service is a two-hour session with CACI, which I uniquely tailor to my client’s specific skin needs and concerns. I combine the best treatments to create a bespoke facial that’s perfect for the client. From different exfoliation and hydration techniques to targeted areas of muscle tightening, I integrate cutting-edge technology with personalised techniques to deliver unmatched results. This results-led, personalised approach ensures that no two treatments are the same.

Taking the time to assess the skin, understand the client’s goals and adjust the treatment accordingly helps deliver noticeable improvements and strengthen the client relationship.

Evolving your menu and looking ahead

In order to stay competitive, I review my treatment menu regularly (every six months to a year) to incorporate new advancements and change existing offerings, introducing treatments that complement my existing services to always deliver significant, visible results.

This also provides an opportunity to retire treatments that are no longer as effective or popular and replace them with services that reflect current client demands and technological innovation.

Looking ahead, I am hoping to host some pop-up skincare events, and I will be exploring the use of the new portable professional device, Micro-Pro, which CACI has just launched.

By continuing to innovate and bring advanced treatments directly to clients in a flexible and personalised way, mobile therapists can thrive.

Saskia Duncan-King is the founder of Saskia London, an at-home skincare service specialising in advanced anti-ageing. She is passionate about helping clients achieve natural ageing through non-surgical treatments that deliver noticeable results.

How should tan artists adjust their services for events, brides and holidays?

For some, spray tanning is a key part of beauty prep, whether it’s a bride walking down the aisle, a client heading off on holiday or a fun night out with friends.

As tanning professionals, it’s our job to guide clients with expert advice and precise timing for their glow – and it’s essential that you liaise with your clients before they turn up for their tan appointment so you can get it right. A flawless, long-lasting spray tan depends on the client’s prep and aftercare just as much as your spray.

Timing is everything

The most common mistake clients make? Booking their tan too late. For weddings or big events, I always recommend two days before the occasion. This allows the tan to fully develop and they’ll have had a chance to do their first rinse and soap shower, meaning all bronzers will be gone from the skin and the DHA in the tan will have had time to work.

For holidays I recommend one to two days before departure to allow full development and ensure the guide colour is rinsed away before they get on the plane.

Bridal tanning: think soft, not strong

A wedding isn’t the time for deep or overly dark tans (unless that’s what your client specifically requests, of course!). A soft, natural glow that enhances without overpowering is ideal. I would rather they complain their tan is too light than worry that it is too dark.

Especially for clients with fair skin, when wearing white and in photographs with others who maybe haven’t had a tan, they will look tanned even with the lightest shade. I always suggest a trial tan at least four weeks before the big day so that we can adjust the depth and undertone of their tan if needed.

Avoiding tan transfer

We’ve all heard the horror stories of tan rubbing off onto a white dress or staining holiday outfits. To reduce transfer, a clear tan is a must have. Brides love it as there is no risk of tan transfer because it has no bronzer. The DHA is still there to beautifully tan your brides.

Use a rapid formula that can be rinsed off in one to four hours, but don’t forget to educate your clients that it is rapid rinse not rapid tan, so the tan still needs the full 24 hours to develop. Finally, recommend wearing loose, dark clothing until after the first rinse.

Holiday-proof tans

Clients heading on holiday need a tan that will last and fade well – so make sure you’ve communicated prep advice well in advance and check their understanding. Ensure they have exfoliated well so that tan can be sprayed onto fresh, clear skin.

Explain that chlorinated pools and some oily sunscreens will strip the tan quicker – this is a great opportunity to educate your clients on spray tan-safe sunscreens or to upsell to them. And of course, aftercare is crucial. Daily moisturising with tan-extending moisturisers or gradual tanning products are what to suggest to your clients. Again, this is a great chance for you to upsell and make some extra profit too.

Laura John-Baptiste is a spray tan expert, educator and founder of spray tan company Get Bronzed, as well as the owner of Get Beautiful salon in Shepperton, Surrey. She has over 10 years’ experience.

How can I retain Gen Z staff members?

As Generation Z enters the workplace, spas and salons are being challenged to evolve. Born between the mid-1990s and early 2010s, Gen Z are already reshaping what it means to work in the beauty and wellness industry. For employers, understanding how to retain and motivate this generation is essential to build a team that thrives.

For Gen Z, a job in beauty and wellness is more than aesthetics, it’s about making a difference. They are typically value driven and want to work for brands that reflect their beliefs, from mental wellbeing to sustainability.

Salons and spas that champion inclusivity, offer eco-friendly products and promote self-care, not just superficial treatments, are more likely to attract and retain Gen Z staff.

They expect mental health support, safe working environments, and open, respectful communication. Toxic hierarchies, outdated practices or a culture of stress and burnout will put them off quickly. This can be a challenge in a busy spa or salon so try to introduce best practices to support staff wellbeing such as regular breaks, flexible hours and a positive work-life balance.

Another key motivator for Gen Z is growth. They’re generally eager to learn new skills, explore different roles and build successful careers. Training opportunities help to engage and motivate.

At Daniel Thwaites, we recognised this appetite for ambition and a few years back launched the Daniel Thwaites Spa Academy. This was our way of supporting the eagerness of our younger employees and creating a programme that promotes a strong staff retention rate, long term. By offering this structured training, mentoring and recognised qualifications, Gen Z team members feel acknowledged and supported.

This generation is also known as the first true digital natives; they were born into a fully digital world, and their digital lives can sometimes be hard to separate from reality. They expect their workplace to be tech-savvy, so modern booking systems and digital consultation tools will keep Gen Z focused. Clunky, “old fashioned” processes frustrate them.

They’re also social media experts, often eager to contribute to brand visibility online. Encouraging them to create content, promote services or engage with online audiences taps into both their skills and creativity as well as providing further support for your business.

Attracting and retaining Gen Z in the spa and salon industry isn’t about trendy perks or empty promises. It’s about building workplaces where they feel respected, challenged, and involved in something meaningful. A few years down the line we can see how The Spa Academy has not only demonstrated the organisation’s dedication to employee development but has also reshaped perceptions about training opportunities within the company, fostering a culture of growth and inclusivity.

In summary, invest in their growth. Support their core values. Empower them to shape the future of your business.

Gemma Barratt is the group spa director at hospitality group Daniel Thwaites, which has six spa hotels throughout the UK. Barratt has over 23 years of spa industry experience and 20 years with Daniel Thwaites, starting her career as a beauty therapist.