ALL inclusive

Sinead Gorman outlines how you can support LGBTQIA+ clients through your social media and salon environment

Creating an inclusive, welcoming environment in beauty salons and clinics isn’t just an ideal, it’s a necessity. The concept of inclusivity is about more than just having a diverse range of clients; it’s about creating a space where everyone feels safe, understood and respected.

For LGBTQIA+ clients, beauty and aesthetics services can sometimes feel intimidating. A business that presents itself as a safe space fosters trust and confidence among these clients, making it more likely they will seek out treatments that enhance their wellbeing and, in some cases, improve their quality of life. Inclusivity in this context means that psychological safety is just as important as physical safety. When clients feel understood, they are more likely to engage fully in their treatment journey. In turn, therapists benefit from improved client relationships, more referrals and a reputation for compassionate care.

Crafting an inclusive social media strategy

Social media is one of the most powerful tools for communicating a beauty business’s values and establishing an inclusive reputation. The way you present your business online can significantly impact how potential clients view your practice. Here are some tips:

1. Celebrate the community year-round: Pride Month is an obvious time to show support for the LGBTQIA+ community, but the work shouldn’t stop there. Celebrating Pride openly – whether through sharing informative graphics, or simply stating that your business is an inclusive space – should happen throughout the year. This shows that your commitment isn’t just a seasonal marketing strategy, but a core value of your practice.

2. Share authentic case studies: Client stories can be an effective way to humanise your social media content and build trust. If a client is comfortable sharing their experience, ask them if they’d like to be featured in a post or video.

For LGBTQIA+ clients, especially those transitioning, this can be incredibly empowering and offer visibility to others who may have hesitated to seek treatments. Ensure that any content shared respects privacy and consent at all times.

3. Be vocal during key social moments: Don’t shy away from supporting the LGBTQIA+ community during political or social moments, especially when issues that affect them come to the forefront. If you feel comfortable, share petitions, raise awareness, or simply show your solidarity on your business’s social media pages. This reinforces that your inclusivity extends beyond just marketing treatments – it’s part of your culture.

4. Highlight gender-affirming treatments: Your social media can be an excellent platform to educate your audience on how beauty treatments can be tailored to transgender individuals. For example, posts on gender-affirming hair removal services can directly address the concerns of potential patients. Even a brief mention of these treatments raises awareness and demonstrates your business’s understanding of gender-affirming procedures.

5. Showcase your expertise: Sharing your knowledge of gender-affirming treatments isn’t just about promoting services; it’s about education and empowerment. Consider creating video content or written posts where you discuss the benefits of specific treatments for LGBTQIA+ clients.

If you don’t feel comfortable in your experience for addressing a particular treatment, ask for anonymous case studies or partner with a colleague or peer who has more experience. Getting firsthand experience with clients in the community can further refine your practice and demonstrate that you are willing to evolve in response to their needs.

Pronouns and language use

One simple but crucial step is adding a “preferred pronouns” section to your booking and consultation forms. This shows respect and acknowledges the diversity of gender identities. Make sure your team is trained to check these preferences before communication begins, ensuring all interactions are respectful.

Be mindful of the language you use in your marketing materials, communications and even on client documentation. Rather than assuming all clients are either female or male, use inclusive terms such as “client” or “they/them” until you know the individual’s preferences. This demonstrates a commitment to respecting gender diversity and creates a welcoming atmosphere for everyone.

Feedback is key

Encourage feedback from LGBTQIA+ clients to ensure that the space you’ve created is truly inclusive. This can be done through anonymous forms or casual check-ins. Constructive feedback can help you identify areas where your business might unintentionally be alienating clients, allowing you to make adjustments that will improve the overall experience.

Avoid tokenism

One major pitfall is using symbols like rainbow flags without substance. Don’t “rainbow-wash” your content – ensure it’s thoughtful, heartfelt and aligned with the actions you’re taking to be inclusive.

Engage in tangible actions – such as training staff on how to communicate with LGBTQIA+ clients or hosting events that raise awareness and give back to the community. Consider partnering with local charities with specialist events or fundraising campaigns to help cement a commitment to genuine support as opposed to surface-level inclusivity.

Measuring success and continuous improvement

It’s important to track how well your efforts at inclusivity are landing. Anonymous surveys or feedback forms help gauge how LGBTQIA+ clients feel about your business environment and services.

Tracking engagement on social media is another useful metric – look for trends in likes, shares, and comments on content related to LGBTQIA+ issues. But the most telling measure of success will always be how comfortable and supported your clients feel.

Inclusivity in beauty is about more than just offering a welcoming space; it’s about understanding the unique needs of LGBTQIA+ clients and tailoring your services to meet those needs. From inclusive language to gender-affirming treatments and authentic social media strategies, small steps can make a big difference. By creating a truly inclusive environment, you not only expand your client base but also build a practice founded on trust, respect and care.

Sinead Gorman is senior lead PR manager at marketing agency Quirky Frog. With over three years of marketing experience, she has worked with a wide range of brands in both PR and social media.