At VR Beauty Consulting, we believe in our slogan ‘Where Empowerment is Beauty’ and we work tirelessly every day to deliver on this promise for our clients.

The company was established in 2019 with one key goal: to empower new and existing salon owners to achieve extraordinary and sustainable business success.

We do this by listening closely to the challenges experienced by our clients across the region, then, drawing on decades of beauty industry experience and interdisciplinary expertise, we strategically develop solutions that solve these problems.

This simple motivation has allowed VR Beauty Consulting to become a trusted industry voice and leader, contributing to an exciting evolution of the beauty industry in the Middle East, from the launch of entirely new salon brands and concepts in the region, to the strategic evolution of mature salon businesses or revitalization of previously declining salon businesses, VR Beauty Consulting has been a trusted and respected partner to our clients.

We are proud to have launched several ‘industry first’ solutions, developed to support the beauty salon industry in a meaningful way, such as a:

  • Talent Gateway, which is focused on securing the world’s best talent for our clients.
  • Online Store, which provides a one-stop-shop for a wide range of administrative tools that allow salon owners to manage and operate a successful salon business.
  • Interactive Training programs, developed specifically for this region our programs provide effective and engaging training focused on client journey, selling skills and customer complaint handling.

We are vigilant in our focus and driven by our mission to make the dreams of our clients come true.

Valerie Reynaert

Founder & CEO

Valerie is driven by a deep passion to empower women and she has brought this passion to life throughout her 20-year beauty industry career, consistently delivering exceptional outcomes at all levels of beauty businesses across the GCC. This passion culminated in her decision to embark on her own entrepreneurial journey with the launch of VR Beauty Consulting, where her relentless focus is to support women in their journey to achieve their dreams of setting up a successful beauty business.

With a reputation as a trusted partner and highly skilled specialist, Valerie has contributed to the dynamic and competitive beauty industry through projects ranging from setting up new salons and concepts in the region to the expansion and turnaround of existing salons. With a constant focus on the future Valerie has pioneered services and solutions for the industry which includes the optimal management of operations, recruitment for the beauty industry and the development of engaging and effective training programs and manuals.

Chanté Jacobs

Training & Development Manager

Chanté is a highly-experienced beauty industry trainer who began her career as an Esthetician in 2012. She has spent the last 11 years developing and refining her skills and expertise, driven by a deep-seated passion for the beauty industry.

As the Training & Development Manager, Chanté is focused on developing the all-important ‘soft skills’ such as Client Journey, Selling Skills and Customer Complaint Handling. Her training approach is one that encompasses all of her technical knowledge with a friendly and approachable communications style, which she firmly believes is the key to effective and lasting learning.

She is passionate about teaching and providing beauty professionals with the knowledge and skills required to not only achieve high standards in their work, but to achieve their goals and dreams as well.

There is no greater satisfaction than knowing she can help individuals achieve far more than what they were hoping for.

mechelle maderazo

Nail Educator

Mechelle is a highly-experienced nail professional with 12 years of experience in the field – four as a nail technician and eight as an educator. Learning fuels her drive and she believes that the process of learning is a lifelong adventure.

Having faced and overcome challenges in her own professional journey, she relates and empathises with those who are just starting their own learning journeys. As a result Mechelle is able to make the learning process more relatable and accessible for her trainees, ultimately helping them to fulfil their potential and achieve their goals.

Mechelle believes in self-education, seeking out resources, mentors, and opportunities to expand knowledge as well as in the power of hard work and perseverance.

She is a testament to the power of continuous learning and the belief that anyone can achieve their goals with dedication and a willingness to learn.

melanie van der linde

Executive Assistant

Melanie has a deep passion for the world of business and combines her entrepreneurial spirit with a strong desire to deliver a measurable impact. This unique combination has allowed her to find her niche in providing essential office and operational support, which enables the business to thrive. Her hands-on approach to streamlining operations, optimising efficiency, and offering invaluable assistance has made her an indispensable asset.

strategic partners:

carol holdsworth

Marketing and Communications Specialist

With 25 years of Sales and Marketing experience, Carol has delivered an extensive list of projects ranging from sales and marketing strategies and social media and communications strategies, to fully integrated Digital Advertising, web and app development, eCommerce and CRM platforms for enhanced business operations.

This experience, along with an undergraduate degree in Marketing Management, and a MBA in Entrepreneurship and Marketing, makes Carol well equipped to deal with the challenges facing companies today. So much so that for the past 3 years she has been operating as an independent consultant and has worked with clients across the globe, including New Zealand, U.A.E., United Kingdom, Kingdom of Saudi Arabia, Sri Lanka, Nepal and South Africa.

Along with her extensive experience, Carol contributes to any project with a clear and positive communication style, an ability to understand and operate within complex environments, a natural willingness to work with others and a strong drive to achieve the goals that are set.

preshky perera

Brand Designer

Preshky Perea is the founder and creative director of Woke&Grand, a distinguished design-centric branding agency. He possesses a strong educational background in visual communication design and design management, which has shaped his career marked by innovation and creativity.

With over 7 years of experience, Preshky is known for his expertise in Brand Communication Strategy, Creative Direction, and Brand Identity Design.  He excels in transforming ideas into compelling visual experiences that resonate with audiences and drive brand success. Preshky’s unwavering commitment to pushing creative boundaries and his passion for delivering results-driven design solutions have made him an inspiring force in the world of branding. As the driving force behind Woke&Grand, he continues to inspire and lead his team in delivering innovative and impactful branding solutions that leave a lasting impression in an ever-evolving design landscape.