Q&A

Talking trends

Salon owner and former Apprentice finalist Rochelle Raye Anthony on trends to watch, the power of niching, and why being yourself really is your superpower

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What is your background in the beauty industry?

“I run The Dollshouse salon in Milton Keynes. I’ve been a salon owner for 14 years and was runner-up on The Apprentice in 2022. When I went on the show, I was one of the first with a business of my kind. We’re often misjudged, like we can’t be both beauty and brains, but we absolutely can. And now I get to talk at events like Professional Beauty and inspire others. That’s what I love.”

What trends should beauty therapists be paying attention to this year?

“Mindfulness and wellness are huge. People are looking for experiences, not just treatments. Think sound baths, breathwork, reformer Pilates, those kinds of things are being integrated into salons and wellness centres.

“If you’re a facialist or a massage therapist, you could offer a Mother’s Day special where clients come in for a pamper, followed by a sound bath. They’ll leave feeling incredible. It’s about creating a holistic, memorable service.”

How else can salons stand out in a crowded market?

“By specialising. There’s no point being a jack of all trades anymore. People want to know exactly what you’re amazing at. When you niche down, your passion shines through.

“Ask yourself, what treatment gives me fire in my belly? Was it that massage where the client left floating? Was it a facial that gave visible results? That’s your niche, and once you own it, you’ll attract the clients who want exactly that.”

You’re passionate about sustainability. What’s one practical change salon owners can make?

“We’ve got to cut down on waste, it’s a joke how much we throw out. Start small: swap plastics for linen where you can, use reusable tools. Look at your backbar and retail products – are they recyclable, or are they just adding to landfill? By 2026, I really want all salons to be sustainable. We need to lead by example.”

How can beauty pros use AI to help their business?

“AI is the future. Use it to work smarter, not harder. I use Vagaro, which has built-in AI tools. It sends out push emails with offers, identifies what treatments aren’t selling, and even writes my emails for me. I can tell it: ‘Make it punchier’ or ‘Add more personality’ and it does.

“People always ask me, ‘How can I stay present on social media when I’m fully booked and have a team to run?’ The truth is, whatever you’re doing is content. You just need to capture it.

“I recently bought a POV camera that follows me around the salon. The team laugh at me, but it works!”

What’s your take on social media skincare trends?

“Clients are becoming more educated; they want results. Biotech and science-backed skincare are big, but let’s be honest, one use of an influencer’s product with a filter isn’t going to give miracles.

“You have the training so use it. Offer an alternative. Say, ‘This is the product I recommend, and here’s how often you need to come back to get the results you want’. It’s something influencers can’t do, but you can.”

What would you say to someone just starting out, or struggling to find their place in the industry?

“Be kind to yourself. I spent so long trying to be perfect, but what changed everything was showing up as me. When I did that, I started attracting the right clients. Now some of them are like friends.

“So, my advice is don’t copy what someone else is doing on Instagram. Your vibe attracts your tribe, and that’s how you build a business that lasts.”