Business tips

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What do nail professionals need to know about subungual melanoma?

Subungual melanoma is a rare but aggressive form of skin cancer that develops in the nail unit. Despite its seriousness, it remains very misunderstood and frequently overlooked by clients and professionals. For nail technicians and therapists, understanding early visual signs and how to respond can play a huge role in client safety.

Subungual melanoma often presents as a brown or black vertical streak, irregular pigmentation, or colour change under the nail. It most commonly affects the thumb, big toe or index finger. Unlike many other skin cancers, it is not associated with sun exposure, which can lead to delayed suspicion or referral.

Around two years ago, I noticed a faint light-brown vertical line running through my husband’s toenail (pictured). I initially considered common causes such as trauma, pressure from footwear, or injury – none of which applied.

Although the change was subtle, I encouraged him to visit his GP. No immediate concern was raised, and he was advised to monitor the nail for changes. Over the following months, the pigmentation deepened in colour and increased in width, which are both recognised warning signs in nail pathology.

A second GP appointment again resulted in reassurance, with the pigmentation thought to be a fungal toenail. However, given the visible changes and my professional judgment, I advised him to ask for a specialist referral.

Following examination by a specialist, a biopsy was arranged. The results confirmed melanoma in situ, meaning the cancer was confined to the epidermis and had not spread. The subtype identified was acral lentiginous melanoma, a rare form that can arise in the nail unit, soles of the feet or palms of the hands.

Early detection allowed for surgery, including removal of the nail unit and surrounding tissue. Follow-up confirmed that no cancer remained.

Learning points for nail pros

Know the warning signs: Be alert to longitudinal pigmentation, changes in colour or width, irregular borders, pigment spreading into surrounding skin, or changes that don't move with nail growth.

Observe change over time: With client consent, photographic documentation can be invaluable in identifying progression and supporting appropriate referral.

Communicate professionally: If something appears unusual, raise concerns calmly and factually, and never attempt to diagnose.

Refer, don’t reassure: Encourage clients to seek medical advice and, where appropriate, suggest requesting referral to a dermatologist. Stay within professional boundaries: Our role is early recognition and safe referral, not diagnosis or treatment.

Since this experience, I have undertaken further professional education, including an online skin cancer awareness course with the Skcin charity. I also work in partnership with Map My Mole, to take a closer look and document changes, always within my professional scope to support early recognition and referral.

Subungual melanoma is rare, but nail professionals are uniquely positioned to notice early changes that clients may overlook.

KELLY MARIA EDGES Kelly Maria Edges is a skin therapist, nail professional, and winner of Therapist of the Year at the Professional Beauty Awards 2026. She has been featured in national press for raising awareness of subungual melanoma and is passionate about professional education.

How do I make sure my marketing is realistic?

Catfishing has made consumers increasingly aware of the dangers of dishonest online profiles. What began on dating apps has spread across many digital spaces, including recruitment and marketing. As a result, today’s consumers are more savvy and sceptical. Whether seeking a new partner, job or treatment, caution is their watchword. For salons and clinics, this means adopting smart marketing strategies that prioritise transparency and build trust.

Lessons from past marketing practices

Despite repeated calls for more ethical marketing on social media, a 2023 study published in Aesthetic Plastic Surgery found that many aesthetic clinic posts still failed to meet advertising guidelines. In trying to balance professionalism with commercial goals, some clinics adopted questionable practices.

Examples included aspirational lifestyle imagery, such as young women in bikinis on holiday, or the use of emojis to appeal to younger audiences. Messaging often centred heavily on positive outcomes – improved appearance and increased confidence – while rarely mentioning potential risks or side effects.

Regulators have continued to intervene. In May 2025, the Advertising Standards Authority warned advertisers about marketing Brazilian butt lifts, urging them not to downplay risks, use time-limited offers or exploit body image concerns. The message was clear: clinics must market treatments responsibly.

Trust is your currency

While most salons and clinics do not deliberately mislead clients, problems can arise when marketing creates expectations that do not match the real experience.

Many clinics overlook the fact that they already have a brand. A brand is simply the set of thoughts, feelings and assumptions clients associate with your business – the memories, emotions and expectations linked to your name. While you cannot fully control those associations, you can influence them.

When clients trust a brand, they are more likely to return and even pay a premium. Research suggests more than two-thirds of loyal customers will stay with brands they trust, paying up to 25% more. Consistent quality and positive experiences are key drivers of this loyalty.

For businesses, this means investing in client experience, maintaining high standards and communicating authentically.

Create a story patients believe

Storytelling can be a powerful way to communicate your business’s values. Authentic content that shows the reality of your treatments helps build connection and credibility.

Simple strategies include sharing day-in-the-life content, introducing team members and allowing clients to share their own treatment journeys. Walk-through videos can also help to demystify the client experience, showing what to expect from the moment they enter the salon.

However, storytelling only works if it reflects reality. Overly edited imagery, stock photos or a lack of genuine client testimonials can undermine credibility. If your business is small or niche, highlight this as a strength using language that emphasises personalised care or a boutique setting.

Above all, transparency is essential. Clearly communicate your therapists’ qualifications, experience and treatment approach, and openly discuss both benefits and risks. Encouraging client questions and Q&As can help ensure people feel informed and confident in their decisions.

Balancing professionalism with commercial success ultimately comes down to authenticity. Honest messaging builds a strong brand voice, fosters long-term relationships and helps businesses stand out in an increasingly sceptical marketplace. Be bold, be honest and be consistent – but most importantly, be yourself.

DEREK UITTENBROEK Derek Uittenbroek is the founder of Ignite, a marketing agency specialising in dental, medical and aesthetics clinics. Uittenbroek leads the agency’s strategic direction and works on developing marketing approaches tailored to the needs of clinics.