Q&A

BEAUTY INSIDE OUT

With over 30 years of industry experience, facialist and educator Amba Logan tells Connie Cooper about her inside-out approach to beauty, launching her own business, and what’s in store at Professional Beauty Autumn

What inspired your career in skincare and wellbeing?

“I have always been interested in the industry; I eat, sleep and breathe beauty. I started on a counter and worked my way up straight from school into beauty therapy. I’ve done it all, from training, owning my own salon, being a makeup artist, and now I mainly do facials.

“My London clientele specialises in event preparation. I love pushing the results as far as I can, while ensuring minimal downtime. Whereas in Derbyshire, my clients favour a traditional product-based facial.

“I think people are moving towards longevity and choosing massage-based treatments over the intense facials that leave you red.”

What are some pivotal moments that shifted your approach in the industry?

“Working on Harley Street was an eye-opener because it propels you to a different level; however, there’s a big facade, which made me want to become more authentic.

“Also, as I get older, I’ve learnt to practiae what I preach, incorporating a 360 approach and realising how much the inside and outside are interlinked. This is definitely becoming more recognised; professionals are starting to understand the importance of balancing the mind and body, regardless of what you try to treat from the outside.

“I love the industry; it’s far more than external results, it’s therapy. I think training should be developed to touch on the psychological aspects and bedside manner more though.”

What advice would you give self-employed therapists launching their own business?

“Don’t try to run before you can walk. Trust the process and look after every client. Your people will find you, and word of mouth is key, so nurture the client base you have.

“Be careful when investing in equipment and do your research to understand what your clientele wants and needs, because it varies.

“Sales are equally important, because clients value your advice and they are interested in their skin health. It can be overwhelming, but if you find products and brands that you align with, you can double your turnover by investing in retail.

“There is a lot of noise in the industry, so personalised marketing is important to stand out and directly target your clientele.

“PR is so powerful, it’s important to reach out to local magazines and local influencers, and work with other people in your area with a like-minded client base. This creates a team, and you can cross-recommend and build your own community.”

Which trends do you see as emerging, lasting and fading?

“Regenerative methods such as exosomes and polynucleotides are a large topic of conversation at the moment, and there is still a lot of work to be done so I think there will be exciting developments to come in that area.

“There’s some interesting information coming out at the moment around neurocosmetics that connect the mind and the skin, which I think is going to be massive. There’s also a lot of noise around Korean skincare, which I think will stick, because it’s great for repairing the skin barrier.

“However, I think at-home devices need to disappear; most of them are cheap, pointless and often dangerous.

“Over 30 years, I have seen trends come and go; it can be easy to be led by the pack, but it’s important to be confident in what you’re offering, be consistent, and educate your clients on your way of thinking to ensure that they get the long-term lasting results.”

What can we expect from your panel at Professional Beauty Autumn?

“As a collective, the panelists are all at different stages of business, so whether you’re starting out, moving premises, or need some inspiration and enthusiasm, the session can give you a massive boost.

“We’ll be sharing real-life experiences, from a variety of demographics and regions, to help navigate through the noise of the industry.”

Don’t miss Logan’s panel “How to grow a profitable business as a self-employed therapist: launching, investing, collaborating and marketing” at 12pm on Monday, October 13, on the PB stage at Professional Beauty Autumn.