Business tips

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

How can I futureproof my salon?

The beauty industry has always moved fast, but the last few years have felt like a different kind of shift – rising costs, pressure to constantly show up online, changing client expectations and the endless cycle of new trends have left so many salon owners feeling overwhelmed and unsure of what “success” even looks like anymore.

Futureproofing isn’t about fear or fixing something that’s broken. It’s about creating a business that can grow and adapt as you do. One that still feels aligned, sustainable and exciting – not draining.

For me, and for many of the owners I speak to, it starts with stepping back from the day-to-day and asking, “Does this still support the life I want?” Because a business shouldn’t just fit your diary, it should fit your life too.

What futureproofing really means

Futureproofing isn’t about having the latest machine, the most aesthetically pleasing or “Insta-worthy” workspace or even a diary fully booked months in advance. In 2026, real security comes from clarity, boundaries and structure; knowing exactly what you do, who you serve and how your business supports your life – not consumes it. Being fully booked is not the same as being secure.

A futureproof salon is adaptable, intentional, and built with the owner’s wellbeing in mind. It means stepping into the role of designer, not just operator, and creating a business that can evolve with the industry – and with you! For me, allowing myself time away from the treatment room to work on my business, rather than in it, was one of the most pivotal moments of my career.

Many salon owners believe that being busy means being safe, but busy can be fragile. Relying on a single income stream, normalising burnout and leaving no time for strategy can leave even successful businesses vulnerable. Without space to evolve, running a salon can quickly feel stuck and exhausting.

How to stay profitable while adapting

Profitability doesn’t require a complete business overhaul. In most cases, small, intentional pivots create the biggest impact – refining your services, recalculating prices or realising what no longer aligns with you. Regularly reviewing what drains you allows you to focus on what truly supports growth. Profit isn’t about doing more; it’s what follows clarity and strategy.

Build with intention

It’s time to stop waiting for the quiet gaps in your diary to finally focus on business planning. Stop wearing burnout as a badge of honour and let’s stop thinking growth only means more clients and longer days. True sustainability comes from designing a business that grows with you, not at your expense. When you step back, reflect and lead with clarity everything begins to shift. The future of our industry belongs to those who build with intention, not exhaustion.

Don’t miss Kefford at the Salon Growth Summit, where she’ll be part of the panel on 5 Ways to Future-Proof Your Salon on Sunday, March 1, at 4.15pm. Book your ticket for the Summit at professionalbeauty.co.uk/salon-growth-summit

ROSIE KEFFORD Rosie Kefford is a salon owner, educator and brow specialist with 20 years’ experience. She is the owner of Rosie’s Beauty Specialists and Niche Beauty Education in Suffolk, and a finalist for Therapist of the Year at the Professional Beauty Awards 2026.

How can I simplify social media and make it work harder for my business?

Social media can become extremely overwhelming as a business owner, and I know many in the industry that feel this way. It can become an extra job within your very busy schedule, and you can find yourself comparing posts and how much content is being produced by others and feeling left behind. It can become exhausting and daunting.

We’ve all sat there wondering just how people find the time because no matter how hard you try you just can’t fit it all in. You’re not alone. Every business owner that’s doing it all feels this way, it’s just that you don’t see it – but trust me, the burnout is real.

Constantly comparing yourself to others is what causes you to feel overwhelmed by social media. We have a little voice telling us that we must post at least four times a week, we must update our stories numerous times a day and if we don’t, we are failing. And that’s so wrong. I did believe this myself years ago but with a change of mindset and education I’ve managed to turn my social media anxiety into something I now look forward to.

When trying to grow online you can initially believe that the number of followers, the likes and the comments are all that matter. Because if you’ve got thousands of followers from all over the world and countless likes and comments your business must be succeeding…right? The minute you stop letting that angle control your presence, the more authentic your content will become and your focus will shift from likes to loyalty. The loyalty will come from your returning followers and clients that support you in all ways, not just online.

You need to create an impact with the followers that are your business. By keeping those people interested in content that’s authentic and tailored to them, you won’t need to post every day to get their attention. Remember, every salon has its own unique selling point, once you’ve found yours and you know which type of clientele you want to attract, focus on that. It’s impossible to post content that is suited to everyone, and that’s fine.

I personally find that showcasing you and your team’s (if you have one) individual personalities and strengths helps any potential new clients feel comfortable because your business becomes more approachable. Clients will not always choose a clinic or salon because of results or price; they often choose you because of you, so don’t be afraid to show yourself and your team. We get a lot of new clients through our social media as we present our personalities and don’t just post for likes.

It’s important to set yourself a realistic timeframe each day and week to work towards. If you oversell to yourself what you’re currently capable of doing, you will only feel like you’ve let yourself and your followers down and you will lose motivation. By setting small daily and weekly content goals that are doable, you’ll start to feel more productive, which will then lead to bigger daily and weekly goals. Don’t set yourself up to fail initially and don’t overpromise to yourself.

Imagine this… you’ve started to implement small steps, you’ve stopped comparing, you’re looking at what works best for your salon and you’ve decided what content you need to create for the niche clients you’ve chosen for yourself, then you’ve already started to change your mindset that social media isn’t a chore. Slow down, reflect and stop focusing on everyone else because you aren’t them and they aren’t you. This way, your social media will flourish, and you will stop caring about the likes and reshares.

Don’t miss Mee at the Salon Growth Summit, where she’ll be part of the panel on The 30-Minute Social Strategy: Build Visibility, Sales and Bookings Fast, alongside Francesca Otote, Josh Lamonaca and Rob Wood, on Monday, March 2, at 11.45am. Book your ticket for the Summit at professionalbeauty.co.uk/salon-growth-summit

JESSICA MEE Jessica Mee is the owner of JM Medispa in Nottinghamshire, with over 20 years’ experience in the beauty and wellness industries.

What are the best ways to manage and motivate the next generation of therapists?

Through my social enterprise Asme Collective, I work with over 200 UK schools on beauty career education, and when salon owners say, “Gen Z is talented, but they don't stay”, I ask them to calculate what they're actually offering.

The problem isn't work ethic, it's money. According to job interview and career company The Interview Guys, half of Gen Z live paycheck to paycheck, and nearly half don't feel financially secure. Their grandparents could buy houses on therapist salaries, but Gen Z can't even afford rent in the cities where salons operate. Old earning models don't work anymore, and salons keeping Gen Z have changed how they pay people.

How young workers have changed

HR company Randstad reports that Gen Z stays in jobs for just over a year on average, while older workers stay about three years. One in three leaves because they can't see how to grow – not because they're disloyal, but because they need clear paths forward.

Here's what matters to them according to management consultant firm McKinsey & Company: 77% want work-life balance more than promotions, and only 6% want to be managers. 89% need their work to have meaning. They've rejected what older generations accepted.

They speak directly and expect honesty. They need to understand why rules exist. Weekly check-ins work, but yearly reviews don't.

A study by productivity tool company Cake. com found that by 2030, Gen Z will be 30% of workers, and by 2035, they'll be the biggest group. Salons that survive will adapt to what Gen Z actually needs.

What good leadership means now

Research on 1.7 million workers by HRZone shows Gen Z respect their managers more than older workers do. They're not against authority; they're against unclear authority.

Good leaders explain the reasons behind rules and give workers tools to make their own decisions. Some training builds skills while others create dependence, and most programmes accidentally build the wrong one.

Being kind and holding standards

Kindness without clear rules creates confusion, but rules without kindness make people quit.Mental health support matters – 61% would leave for better mental health benefits. But many wellness programmes make turnover worse because they treat symptoms, not causes.

I mentor a therapist who felt unsure during consultations, and only 15% of her clients bought products. We worked on clinical thinking, not sales tricks. She learned about ingredients and which products solve which problems. She learned the 80/20 rule: 20% of products give 80% of results. Her client retention has drastically improved, and she's beginning to influence some of the clinic's decision-making process. She feels valued.

Treat every therapist as an investment, not just a job to fill. Gen Z wants a real career path, not just a job. Based on what research shows they need – clear progression pathways, financial viability, and purpose – salons that keep them offer faster growth: clear frameworks to learn and teach, multiple ways to earn money (services plus retail plus training), and growth milestones every six to 12 months. When you build their skills systematically, they stay because leaving means starting over.

Learn more from Dansu at the Salon Growth Summit, where she’ll be part of the panel on Leading the Next Generation of Stylists and Therapists, alongside Jamie-Lee Jones, Natasha Grossman and Tilly Capel, on Monday, March 2, at 11am. Book your ticket for the Summit at professionalbeauty.co.uk/salon-growth-summit

LOLA DANSU Lola Dansu is an award-winning aesthetician and the founder of Skin Facialist, Asme Collective and Retail60, helping to empower the next generation to see beauty and wellness as a pathway to confidence, skills and economic opportunity.