The Shift in Hairdressing: The Rise of Niche Salons
The Idea Behind Niche Hairdressing
The idea that niche hairdressing is the future of the industry was first suggested by an ex-colleague. This concept had crossed my mind before, but hearing it from someone else confirmed my suspicions.
Let’s call this colleague Carl. Carl, a sales rep and hair product distributor, said, “Graham, it’s niche hairdressing like yours that’s going to survive. High street salons are either closing down or under immense pressure.”
The Impact of the Pandemic on the Salon Industry
Since the pandemic, there has been a noticeable change in the hairdressing industry. The nine months of lockdown had a profound effect. For many struggling salons, it was the final nail in the coffin. In the last five years, there has been a 21% increase in UK salon closures. The pandemic also encouraged early retirement among salon owners. It led many middle-aged women to embrace their grey hair. Some even turned to home coloring with supermarket products identical to those found in salons.
Additionally, the pandemic gave salon staff time to reflect on their careers. Many realized they preferred the freedom of freelance work over the rigid employment structure of traditional salons.
The Emergence of Niche Hairdressing
In my single-seat, organic atelier in suburban London, I experienced a 10% increase in clientele during Covid. This growth can be attributed to two main factors. First, the shift to remote work meant professional women sought local hairdressers, avoiding the need to commute into town. Second, health-conscious clients preferred the safety of suburban salons over crowded, city-center salons.
This trend toward niche hairdressing is multi-faceted. Many of my ex-colleagues have closed their salons and now work freelance or from home. There has also been a rise in rented suites in urban centers and an increase in single-seat salons like my Atelier29. The high street salons that are thriving are those that have adapted their business models. They’ve embraced flexible working conditions and involved staff in session work and education. This shift has made work more enjoyable for salon staff.
The Appeal of Niche Services
Guests who opt for niche services seek unique hair products and treatments. In my case, clients want bespoke, organic, and sustainable hairdressing. These “conscious consumers” are loyal to cruelty-free, vegan, natural, and organic products.
But niche hairdressing isn’t limited to organic salons. In the UK, there has been a surge in Turkish barbers. Their unique selling point is their specialized male facial hair treatments, in addition to haircuts. Hair and beauty bars are also flourishing for similar reasons. Wedding hairdressers, too, have likely seen no drop in business due to the demand for bespoke services.
The Future of the Hairdressing Industry
It’s only been two years since Covid, but the signs are clear. High street salons are struggling. The National Hair and Beauty Federation’s survey in November 2023 found that less than half of UK salons made a profit. Additionally, 63% of salons are unlikely to hire new staff. These findings echo the UK’s Office of National Statistics report from 2022-3. The evidence shows that the hairdressing sector is restructuring. The number of hairdressing businesses is declining overall. The future lies in smaller, niche businesses, while larger ones are on the decline.
Acknowledging Graham Pollard: Author and Ambassador
We extend our thanks to Graham Pollard for his article, “The Salon is Dead – Long Live Niche Hairdressing!”
As a valued author and ambassador, Graham’s insights into niche hairdressing and sustainability are crucial. His work highlights the shift in the beauty industry towards specialized, eco-friendly practices.
Graham also wrote another important piece, “Get Drastic: Ditch Your Plastic”, focusing on reducing plastic waste in salons. His dedication inspires positive change in the industry.
We are grateful for Graham’s contributions and look forward to his future insights.
