The beauty salon industry is moving and evolving at an incredible pace. To succeed in this space, salons need more than just a passion to succeed. They need an expert partner to guide them on the best route to becoming a thriving enterprise. Someone who understands the nuances of the market, the mind of the consumer and what strategies and ideas will take them to the next level of success. This is where VR Beauty Consulting stands head and shoulders above the competition.
Seasoned salon specialist
At the VR Beauty Consulting helm is Valerie Reynaert, a well-known name associated with specialist knowledge that has transformed salons across the region.
Valerie is a seasoned beauty industry consultant with more than 20 years experience setting up and operating salons and salon chains across the GCC. She is renowned for being a trusted partner in launching new concepts, revitalising existing operations, and raising beauty industry standards through strategic management, talent development and impactful solutions.
“I bring my deep operational experience and over five years of consulting with salons throughout the region to help women turn their beauty business ambitions into thriving ventures,” she explains.
“I have developed a deep appreciation of the financial side of a salon business, launching new concepts and transforming mature salon businesses, and being able to create customised and diverse solutions for each client, brand and leader,” she says.
Independence and focus
Valerie is a true independent specialist, who dedicates her full focus to guiding businesses towards sustainable growth. Her career has been built on deep regional knowledge, an eye for emerging trends, and an unwavering commitment to seeing her clients flourish.
What makes her different is not just the number of years she has spent in the field, but the depth of her focus. While others divide their attention between consultancy and managing other businesses, Valerie has chosen a singular path for VR Beauty Consulting.
“Consulting is not a side offering, it is my craft, my calling, and my full-time commitment. This independent approach means my clients benefit from undivided expertise, tailored solutions, and strategies shaped solely around their success,” she explains.
Marketing, branding and procurement expertise
Always thinking ahead, Valerie gave careful thought to how she could support her clients, beyond her knowledge and industry experience. With this in mind she built a specialist marketing and branding team around her over the last 3 years.
Marketing and Communications Specialist Carol Holdsworth supports VR Beauty Consulting with strategy development, digital advertising, web and app development, eCommerce, and CRM platforms. Her background, including a Marketing Management degree and an MBA in Entrepreneurship and Marketing, along with 15 years of experience in the Middle East, equips her to tackle modern business challenges experienced by salons in the region.
Creative Director Preshky Perera’s career is marked by innovation and creativity. He specialises in brand communication strategy, creative direction, and brand identity design. Preshky excels at transforming ideas into compelling visual experiences that resonate with audiences and drive brand success.
Procurement and supply chain specialist Eva Pedrera Tagoctoc holds an engineering degree and MCIPS Chartered status. This analytical foundation has served her well in the beauty industry, with over 10 years of experience in the field, she has a proven track record of optimising processes, driving cost-saving initiatives, and enhancing organisational efficiency. As an MCIPS member, Eva is committed to sustainable practices and high standards, combining analytical skills with procurement excellence to build strong supplier relationships and deliver impactful results.
Digital Marketing Strategist Marianne Tolentino has 15 years of experience in the Middle East retail market and is known for elevating brands and driving significant business growth. Her expertise lies in boosting brand awareness and customer engagement through strategic social media management and compelling content creation. She has led marketing for the largest private cosmetic label in the MENA region for over a decade, solidifying her industry leadership. Her deep understanding of consumer trends in the beauty retail sector enables her to craft effective trade marketing and 360 campaign strategies, driving brand visibility and market success.
Over the last three years the team have successfully delivered end-to-end solutions that have helped salons sharpen their identity, strengthen their presence and stand out in an increasingly competitive marketplace.
Together, they have delivered comprehensive solutions that cover every stage of business development from brand identity and customer engagement to digital presence and growth strategies, enabling VR Beauty Consulting clients’ brands and stories to resonate in a crowded marketplace.
“VR Beauty Consulting has walked alongside countless salon owners and beauty entrepreneurs as they have navigated challenges and pursued growth. My greatest joy is seeing businesses turn a profit after years of making a loss, or seeing a new concept and brand come to life,” says Valerie.
Widespread client base
Valerie’s clients often describe her as both a strategist and a partner, someone who is as invested in their journey as they are.
Clients she successfully worked with in the past include The Wave Lounge, The Nest, Tara Rose, Eden Blossom, Furless Permanent and more recently brands like Salon 9 and Russian Nails.
Russian Nails was an existing salon in KSA. Together with their team, VR Beauty Consulting completed a high-quality, sophisticated rebranding and helped them to fully harness the opportunities in their space.
VR Beauty Consulting also recently helped Salon No 9 to reposition their brand as a curly hair specialist salon. The team were involved in rebranding, marketing, training and business coaching. On social media, the team helped set up an influencer campaign that two months later, saw 40% of salon revenue being generated from new clients.
“I love supporting women and empowering them to set up a business with strong foundations. Helping them turn their business around through audits and feasibility studies is incredibly rewarding. I get to work with women from different backgrounds who share the same passion for beauty, and that inclusivity is what I love most,” Valerie says.
Specialist insight
Valerie has seen first-hand the biggest mistakes that hold salons back. Often, it starts with a lack of financial knowledge, no proper P&Ls, weak cash flow awareness, and poor financial analysis.
“Not understanding the financial position of business is a common pitfall, with some would-be salon owners running out of money before even opening their doors.
Many salon owners also fall into the trap of working with the wrong or unqualified consultants, whose poor advice can set them back instead of moving them forward.
“Weak team management, coupled with the absence of clear policies and KPIs, can prevent a salon from ever reaching its true potential. In addition, a misplaced focus on location instead of proper positioning and lack of understanding of the target audience often limits a salon’s growth and competitive advantage,” Valerie shares.
VR Beauty Consulting tackles these issues head-on through financial workshops, audits, studies, and hands-on guidance that empower business owners to take control and thrive.
VR Beauty Consulting is looking to the future
The Middle East beauty landscape is a fascinating industry shaped by culture, evolving consumer behaviours and fast-changing trends. Valerie’s career to date has been immersed in the dynamics and challenges of this market, working with corporates and smaller brands alike. As a result her insider perspective is unmatched.
Valerie understands the subtle preferences that drive customer choices, the regulatory environment, the cultural influences and the opportunities that lie ahead for salons willing to innovate.
“Looking ahead, I see exciting opportunities for the region’s beauty industry. With consumers demanding more personalised, high-quality and specialised experiences, and digital platforms reshaping the way salons connect with their clients, the future belongs to those who are ready to adapt and innovate,” Valerie says.
“My vision is clear: to continue guiding beauty entrepreneurs and brands with strategies that are not only effective today but future-proof for tomorrow. By staying ahead of industry shifts, I can promise that my clients will never just be keeping up, rather, they will be leading.”
VR Beauty Consulting stands ready to be a partner with salons and beauty brands looking to grow, reposition, or simply find their edge in a competitive market. Now is the perfect time to reconnect with the region’s leading independent beauty consultant and to discover how VR Beauty Consulting can take your business to the next level.
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