PB London expert guide

Professional Beauty London veterans share their top tips to get the most out of your experience when PB London returns to ExCeL on October 4–5

1 For salon owners or independent therapists weighing up whether they can afford to take a day out of the business to attend, Kelly Shaw, business coach and owner of K Spa in Hampshire, says, “Honestly, I’d say that’s usually the biggest sign that you need to go. When you’re constantly in the treatment room or firefighting day-to-day problems, you stop giving yourself space to think differently. I’ve always found that one conversation, one idea or one speaker can give you clarity on something you’ve been stuck on for months.”

2 If you’re feeling stagnant or “stuck in a rut”, Laura Dorrian, owner of Chapel Holistics Beauty Retreat in Cheadle, believes that Professional Beauty London is the perfect cure. “When you've been doing the job for years, it's easy to get stuck in the same routine. PB London gives you permission to step out of that for a day. You come back with fresh ideas, renewed confidence and often a reminder of why you fell in love with the industry in the first place. Every time I attend, I leave feeling energised and excited about what's next.” Clare Rogers, owner of The Treatment Rooms in Brighton, agrees, adding, “If you come away with even just one new idea, it’s worth it!”

3 Attending Professional Beauty London is a great way to spot upcoming trends. Stefania Rossi, director of Utopia Beauty & Advanced Skincare in Essex, explains, “Walking the floor gives you a real sense of where the industry is heading before those trends fully reach the high street. You can see which treatments, technologies, ingredients and client demands are gaining momentum, and you often pick up on patterns simply by speaking to brands, educators and other professionals. As both a salon owner and recruiter, it also helps me understand what skills and training will be important for therapists in the future.”

4 Professional Beauty London isn’t just for salon owners and managers – it’s for the whole team. Sara Shoemark, founder and owner of four Glow Beauty salons in Cheshire and Wales, explains, “For me, bringing the team is invaluable. Time spent together away from the salon is precious and helps us reconnect and refocus. It also means we share what we learn, which creates excitement throughout the team and takes the pressure off me to drive every new idea. Together, we can bring our new knowledge and discoveries back into the business.”

Meanwhile, Rossi notes, “Bringing my team helps them feel invested in the future of the salon – and more confident in their roles.”

5 The beauty industry thrives on connection – making an event like Professional Beauty London a great opportunity for professionals of all levels. William Foley, celebrity facialist and PB London 2026 speaker, based in Cheshire, explains, “Face-to-face connection is still incredibly important in this industry. Some of the most valuable opportunities in my career have come from conversations at events like PB London – whether that’s meeting brands, educators, clinic owners, or other practitioners who share a similar philosophy. It creates genuine relationships, collaborations, and a sense of community that’s difficult to replicate online.” Meanwhile, Dorrian adds, “One of the things I love most about Professional Beauty is that everyone just 'gets it'. Whether you're speaking to a brand, catching up with industry friends or chatting to someone you've just met in a seminar queue, you're surrounded by people who understand the realities of running a beauty business. Sometimes the most valuable thing you take home isn't a product brochure – it's a conversation.”

6On one of the biggest insights she has picked up while attending Professional Beauty London, Shaw reveals, is, “Probably realising that most people are figuring things out as they go, no matter how successful they look online. I always come away reminded that the salons that grow well usually aren’t doing a million flashy things, they’re just doing the basics really consistently.”

Likewise, Shoemark highlights that PB London often serves as a reminder that you’re not alone. “Hearing other people’s experiences reminds us that many of us are dealing with the same issues and looking for the same solutions,” she says.

7For first-time attendees, Rogers suggests acquiring the map of the floorplan before attending, so you can highlight the brands and stages that you want to check out while you're there. “Where possible, contact brands to secure a demo slot, and if the education you’re interested in is ticketed, make sure to book ahead,” she suggests. “The day goes really quickly, planning your time is everything.” Foley offers similar advice, adding, “I’d say don’t try to see absolutely everything at once. Take your time, stay curious, and focus on meaningful conversations rather than rushing around collecting information.” Meanwhile, Shaw suggests not to underestimate the value of chatting to the people sitting next to you. “Some of the best conversations happen completely unexpectedly,” she says.

Professional Beauty London is taking place at ExCeL London on October 4–5. Register for your free ticket at professionalbeauty.co.uk/london