5 years on

Rachael Hyland reflects on the beauty industry since the pandemic, and looks at what’s next for salons and spas

Five years ago, the world stopped.

Since then, we’ve adapted. Some things have changed, some haven’t, and there are major opportunities ahead if you’re ready to grow.

Five things that have changed

1. Clients expect more: Since 2020, I’ve seen a huge increase in online bookings, now around 70 to 90 appointments a week. Pre-pandemic? I could count them on one hand.

2. Results-led treatments: Clients are more educated and want outcomes, not just experiences.

4. Recruitment is still a battle: But I think the tide is turning. The flexibility of being self-employed sounds good but lacks financial stability. I’ve found staff are starting to value that stability again.

5. Burnout is still rising: With rising costs and VAT stress, many owners are exhausted. Industry groups are pushing for reform, but some won’t survive long enough.

Five opportunities to move forward

1. Memberships: Monthly memberships boost loyalty and improve cash flow. I’ve run a membership scheme for over 10 years; clients pay monthly, choose treatments each visit, and love the flexibility.

3. Wellness is a priority: Clients aren’t just asking how to look younger; they want to live longer. I’ve seen a growing interest in “longevity treatments” inspired by the world’s Blue Zones.

4. Social proof: Before-and-afters, educational content and reviews drive bookings. If you’re not showing your work and voice online, you’re missing a powerful tool.

5. Team culture matters: The biggest challenge I hear is recruiting and keeping good people. What I’ve learned is flexibility and support matter. Let them go to their child’s sports day or nip out to fix a flat battery. Sit down monthly to ask, “What do you need from this job?”

Five things that haven’t changed

1. The time-for-money trap: Many owners are still tied to the treatment room, but you can’t grow your business if the business is you.

2. Connection builds loyalty: Clients come back because of how you made them feel. As well as being beauty therapists, we’re listeners, advisors, even friends.

3. Pricing insecurity: Undercharging to “stay competitive” is still widespread. I always ask new coaching clients, “Do you know your cost per hour?” Most don’t. Pricing based on real numbers is crucial for success.

2. Build a brand: Clients buy into you. Use your website, socials and emails to show your face and your values. It doesn’t have to be perfect.

3. Embrace AI: I use AI tools to speed up my content creation like blogs, emails and social posts. It’s still my voice, just faster.

4. Diversify: Get creative with virtual consultations, e-commerce and events enhance your business. I recently introduced FaceTime consultations for busy clients. It starts a relationship and offers guidance, when otherwise that client might not have booked.

5. Get support: I’m part of a group myself, and the clarity it gives me is priceless. People breathe easier when they realise they’re not alone.

We’ve come so far. The next five years don’t have to look like the last – and that’s a good thing.

Rachael Hyland is the owner of Radiant Living medispa in Parbold, Lancashire, and is also a coach who helps spa, salon and clinic professionals grow profitable, purpose-led businesses, without burnout.