Author: Let's Connect

For many salon owners, the start of a new year brings both optimism and uncertainty. Ambition is high, but so are the risks of repeating decisions that didn’t quite deliver in the past. The difference between progress and stagnation often comes down to clarity, support, and having the right partner beside you.

At the heart of VR Beauty Consulting is Valerie Reynaert, a trusted industry expert with more than 20 years of experience in salons across the GCC and now fully focused on working directly with salon owners and operators to launch, grow, and transform their salon businesses.

Rather than simply advising from the sidelines, Valerie partners closely with salon owners and investors. She takes time to understand their vision, challenges, and goals, then guides them through practical, actionable steps that she has tried and tested herself to deliver measurable outcomes.

“I love helping salon owners see what’s truly possible for their business. It’s about creating clarity, confidence, and real impact, the kind that makes a difference every single day,” she says.

From launching new salons to repositioning established businesses or leading full turnarounds, Valerie remains closely involved throughout the process. Her work goes beyond advice, as she collaborates side by side with clients to navigate the complexities of the salon industry with confidence.

“Continuous collaboration and hands-on support are essential. They allow clients to make informed decisions, implement meaningful change, and achieve results they can actually see.”

For salon owners looking to improve performance in 2026, Valerie believes meaningful change starts with honest reflection. That means recognising what hasn’t worked before, reviewing established routines, and being willing to do things differently. By identifying the habits and strategies that hold a business back, salon owners can make deliberate, targeted shifts that move them forward.

“It’s not about quick fixes. It’s about understanding what needs to change, taking practical steps, and creating new behaviours that actually drive progress. This balance of reflection and action is what turns good intentions into real results,” she says.

Feasibility Studies: Clarity Before Action

A feasibility study is often the first step in Valerie’s collaborative process, providing clarity and confidence to entrepreneurs considering a salon business or existing owners considering a new concept or location.

“Clients gain insight into whether their concept meets a real market need, how the salon will stand out, who their ideal customers are, and how competitive or saturated the market is,” Valerie explains. “It also highlights which marketing strategies will be effective and where investment should be focused.”

In essence, a feasibility study is a detailed pre-opening evaluation that helps salon founders understand market demand and competitive context, brand positioning and target clients, financial outlook and sales strategies, and overall business viability before significant resources are committed.

“A well-executed feasibility study typically includes a three-year financial plan and is one of the strongest contributors to early profitability, while helping owners avoid risky investment decisions when opening a new salon,” Valerie adds.

Business Audits: Understanding What Works (and what doesn’t)

The Business Audit is designed to identify what is holding a salon back and provide a structured roadmap to improve performance and unlock growth.

This service is often used when a salon is underperforming, experiencing stagnation, or feeling pressure from increasingly competitive markets. It is also a core tool Valerie uses when guiding businesses through turnarounds.

“It’s a strategic consulting process that diagnoses business health and maps out recovery and growth,” she says. “The audit also feeds into operational improvements such as procurement and inventory management, helping to reduce costs and improve profitability.”

Brand Refresh: Repositioning for Growth

When a salon needs to modernise or reposition, VR Beauty Consulting leads the brand refresh process in close collaboration with the client. From visual identity and messaging to the overall client experience, Valerie and her team of experts ensures every element aligns with strategic goals and resonates with the intended audience.

One VR Beauty Consulting client shared that within months of completing a repositioning and rebrand in 2025, 40% of revenue came from new clients, alongside a significant increase in social engagement and reach.

Turnaround Strategies: Bringing Business Back to Life

For salons facing operational challenges or prolonged stagnation, Valerie’s collaborative approach can be transformative. She works closely with owners to identify root causes, develop clear and actionable plans, and guide teams through implementation.

Whether the focus is operational efficiency, service mix, marketing strategy, or team development, Valerie ensures changes are sustainable and designed to deliver long-term results.

Relationship-Driven Partnership: The Core of Valerie’s Work

Across every service, a consistent thread runs through Valerie’s work: partnership. She builds long-term relationships with clients, offering guidance, accountability, and practical support that turns insight into action.

Her work supporting the launch of a new salon called Atelier 10 in 2025 is a clear example of this approach. From the earliest stages, Valerie was involved in organising the setup, coordinating workflows, and supporting the team. Her positivity, reliability, and attention to detail helped ensure a smooth launch and a strong operational foundation.

As the Atelier 10 team shared, “From the very first day, Valerie’s dedication, professionalism, and commitment played a major role in bringing this project to life. The foundation she helped establish has left a lasting and meaningful impact on Atelier 10.”

This hands-on, collaborative way of working is what defines Valerie’s contribution. It strengthens teams, supports better decision-making, and helps salon businesses build lasting success.

For salon owners ready to stop repeating what no longer works and start building a stronger, more sustainable future, Valerie’s collaborative approach offers clarity, structure, and trusted partnership at every stage of the journey.

To explore how Valerie can support your salon in 2026, book a free one-hour consultation by sending an email to letsconnect@vrbeautyconsulting.com, with the word Collaborate in the subject line.

2025 has been a defining year for VR Beauty Consulting, not only in business performance but also in clarity, purpose, and the impact we’ve been able to make across the salon industry. As we look ahead to 2026, it feels important to pause and reflect on the milestones, the lessons, and the direction shaping our future.

Valerie Reynaert, founder of VR Beauty Consulting, shares her insights here, offering a glimpse into what drives her work and the salon businesses she supports.

A year of strong growth

This year, our business grew by 75% overall, with 32% of that growth coming organically. A large part of the expansion was driven by adding social media content creation and management to our services, which brought measurable results for the brands we support.

“Beyond numbers, the growth confirmed something we have long believed – when you consistently deliver value, the right clients will find you,” Valerie says.

One of the most meaningful milestones was the recent launch of our Finance for Salons workshop. It sold out in a week, and the feedback was overwhelmingly positive. After years of conducting audits and speaking with salon owners, we saw how financial planning remains a struggle for the vast majority of businesses.

“Creating a workshop that genuinely moved the needle and sparked requests for more dates was deeply rewarding. We now have a waiting list and will be expanding this educational offering in 2026, including an online version to reach more owners. Empowerment through education remains central to our mission, practical, actionable, and rooted in real business needs,” Valerie shares.

Building brands from the ground up

Another proud achievement was the collaboration with a client in the journey of creating and launching a salon called Atelier 10.  This was a full-scale salon project built entirely from scratch.  The VR Beauty Consulting team crafted the brand, marketing and communications strategy, operational foundations, KPIs, commission structures, and financial planning, as well as handled everything from fit-out to product selection. Beyond the opening, we continued to support the business to ensure a strong start.

“It felt like launching our own brand, and it was unquestionably our project of the year. The teamwork, the creativity, and the precision reflected the best of what we do.”

Helping owners transition and grow

This year also saw several salon sales. We are selective about the businesses we support, but two of the most successful outcomes came from matching sellers with existing VR Beauty Consulting clients, a perfect alignment of timing, goals, and readiness.

In one case, a coaching client was preparing for growth, and through deep financial analysis and strategic planning, we helped her reach the expansion stage. The right opportunity for expansion surfaced in the form of an existing salon, and the match was seamless. In another, an owner was ready to exit, and we found her ideal buyer within our client base. Helping one owner close a chapter while enabling another to begin is one of the most satisfying parts of our work.

Moments that made a difference

One standout experience this year was the inaugural PBGCC roadshow that took place in some of the regional emirates around the U.A.E., as well as in Oman. It offered the chance to connect deeply with industry professionals who are operating salons in contexts that are very different to Dubai or Abu Dhabi. We were proud to deliver practical talks and contribute to the collective growth of the salon ecosystem.

Another meaningful moment came from supporting a first-time salon owner who had unfortunately run out of money just before opening her salon. Instead of walking away, we stepped in with coaching and helped restructure her plan. She opened her doors, and that felt like a genuine win.

Lessons, boundaries, and burnout awareness

Not every project this year was smooth. One client wasn’t aligned with our values. Communication was difficult, respect was lacking, and the energy quickly became draining. It reinforced an important lesson: trust your gut.

“I felt from the start there was a problem but went ahead anyway. We closed the project early, and the entire team felt the relief,” Valerie shares.

That experience also connects to another ongoing lesson, protecting our health.

“During the PBGCC roadshow, an award finalist broke down in tears about taking on too much, and it hit close to home. Many of us go through times like this quietly. It’s a reminder that caring for ourselves is not optional, especially when we carry responsibility for others,” says Valerie.

Finding our niche and owning it

Six years into this journey, 2025 was the year where everything clicked. We now understand the industry at a level that only time and immersion can teach. We know what works, we know what our clients value, and we know where we make the biggest difference.

“This clarity became even stronger during a strategic retreat in Sri Lanka, where I reviewed every aspect of the business, revenue, conversions, service performance, and demand patterns. It became clear that one major initiative needed to be brought back to life, our recruitment platform,” Valerie explains.

Talent gateway relaunch

“Recruitment remains one of the biggest pain points for salons. We receive messages almost daily asking for help. Our previous recruitment platform didn’t work, not because the idea was flawed, but because I tried to reinvent the wheel. The process became too complex for busy professionals, and profiles weren’t updated, creating downstream issues for salons,” Valerie says.

This time, we are building a streamlined, industry-standard platform with one essential difference: candidate screening. Salons won’t have to sift through hundreds of irrelevant CVs. We will filter, validate, and match, ensuring quality and alignment before a candidate reaches a client. There is huge demand, and 2026 will be the year we meet it properly.

Focused community

In 2026, we will launch the VRBC-Suite, an exclusive, focused community of salon owners and managers committed to growth. Members will receive industry checklists, reports, surveys, professional resources, and access to a private WhatsApp community moderated by us.

It’s a space for clarity, support, and progress, not the noise and negativity often found in large industry groups.

Hopes for 2026

Our hopes for the beauty salon industry are twofold. First, we want salon owners to embrace financial accountability, because understanding your numbers is the foundation of clarity, control, and sustainable growth. Secondly, we hope to see salons investing more in their teams, recognising that a supported, motivated staff is key to a thriving business.

“Staff are not ‘packages’ to be replaced; they are people with stories, pressures, dreams, and needs. It’s crucial to establish operational efficiencies so that expectations, communications, and KPIs are clear. At the same time, salons can invest in their staff’s emotional wellbeing by fostering a collaborative culture where every individual feels valued. Mastering both aspects has the power to transform a business,” says Valerie.

Beyond business goals, VR Beauty Consulting’s hope for 2026 is simple: more peace in the world, more kindness, and more respect. Stability, mental health, and wellbeing for everyone we work with are priorities. Life and business both flourish when compassion is present.

With your High Season marketing plan in place, it’s time to get creative and make the most of the seasonal buzz.

For the first time ever, VR Beauty Consulting (VRBC) is bringing an actionable activity marketing plan specifically designed for UAE salons, helping you turn the end-of-year excitement into measurable results.

The plan has been drawn up by Valerie Reynaert, founder of VR Beauty Consulting, together with her strategic team of leaders: Carol Holdsworth, a Marketing and Communications Specialist with over 25 years of experience across strategy development, digital advertising, eCommerce, and CRM platforms, and Marianne Tolentino, a Digital Marketing Strategist with 15 years of experience in the Middle East cosmetics market, specialising in social media management and compelling content creation.

Together, Valerie, Carol, and Marianne provide marketing ideas and concepts that are tried and tested to ensure High Season is not just busy work, but a coordinated, results-driven effort that maximises bookings, revenue, and client engagement.

Create Smart Seasonal Packages

Bundles that complement each other and feel exclusive are an excellent way to increase spend and add excitement. For example:

• “Party Ready” – Blow-dry + Mani + Glow Facial
• “New Year Reset” – Detox Massage + Scalp Treatment + Lymphatic Drainage

Offer Add-On Treats

Small upgrades make a big impression and lift the average ticket. Ideas include:

• Scalp massage during hair treatment
• Hand scrub or collagen gloves during a manicure
• Instant glow booster for hair with a cut and blowdry

Plan In-Salon Activations

Turn your salon into a festive experience. Activations are about engagement and creating visually exciting moments where clients can play, win, and feel appreciated. Ideas include:

• Spin the Wheel – win free services, gift vouchers, or retail products.
• Advent Calendar – with a minimum spend, clients can pick a drawer containing free services, vouchers, or products.
• The 12 Days of Beauty – daily promotions or tips leading up to Christmas.
• Christmas Tree Wishes – clients hang notes with resolutions or wishes for someone special.

Gift-with-purchase promotions can also be effective if the offer feels special and the packaging is attractive.

“People love giving and receiving gifts. But it’s essential to have your team actively promoting them, otherwise, they’ll just sit on the shelves,” Valerie says.

Boost Your Online Presence

Create excitement online with reels, giveaways, and countdowns. Encourage clients to tag and share their glow-up moments while visiting your salon, to increase reach organically. They can also be encouraged to leave a Google review, as these are powerful ways in which to reach new customers.

Collaborate Smartly

Partner with local brands, neighbouring shops, complementary suppliers, or influencers to double exposure at half the cost.

“Collaborative campaigns and joint events are particularly effective in acquiring new clients while sharing the promotional load,” Marianne notes.

“Simply using collaborate post function on Instagram for example, could double the reach of that particular post.”

Push Retail Sales

Retail can be a significant revenue driver during the festive season. Salons in malls may see retail account for 25–30% of total revenue, while smaller independent salons typically achieve 5–15%. Aim to grow this by an additional 5% over the season.

Valerie advises avoiding discounts:

“Margins on retail sales are already under pressure, so don’t default to discounts. It’s better to push retail at full price and add value through something like a free styling or blow-dry with purchase. It doesn’t cost much but feels rewarding for clients.  Just be mindful not to get so busy with free services that you can’t accommodate paying clients.”

Leverage Existing Channels and Partnerships

Existing client data is one of your most powerful yet often overlooked tools. Here’s how to make the most of it:

Email Newsletters & Updates – Send short, regular emails with seasonal tips, service highlights, or loyalty program updates. Focus on value and personalisation rather than just promotions. Include a strong Call To Action (CTA) to convert bookings.

Personalised SMS / WhatsApp Messaging – Use messaging for reminders, follow-ups, or special offers. Include quick beauty tips, appointment availability, or specials. Short, friendly messages help build loyalty and encourage repeat visits.

Client Referral Program – Encourage clients to refer friends or family. Reward referrals with add-ons, discounts, or loyalty points, tracked in your system.

In-Salon Promotions & Signage – Highlight services, upsell treatments, or showcase seasonal packages. Incorporate QR codes linking to booking pages or social channels, and train staff to actively recommend services during visits.

Leverage Testimonials & User-Generated Content – Collect before-and-after photos, service reviews, or client testimonials and share them via email, SMS, or in-salon displays.

“Real client experiences build trust and inspire repeat visits, while also providing authentic marketing content,” says Carol.

Final Thoughts

High Season is your chance to elevate your salon, showcase your team, and create memorable experiences that keep clients coming back. The salons that thrive aren’t just ‘going through the motions’, they’re orchestrating every touchpoint with intention, blending creativity, strategy, and a personal touch. By planning thoughtfully, engaging clients with memorable activations, and making every interaction count, the results extend far beyond the festive season, building loyalty, reputation, and momentum that lasts all year.

You’ve chosen to treat High Season as a real opportunity. You’ve sharpened your ideas, aligned your team, and set the stage for a standout period. Now comes the part that turns preparation into performance: planning the marketing that will fill your calendar and keep clients engaged across every touchpoint.

The data supporting the need for planned marketing is clear. DataReportal’s digital overview by Simon Kemp, a global digital trends report, provides a comprehensive snapshot of how people actually use the internet, social media, and mobile — the very platforms where your campaigns will reach clients.

 In the UAE, the media consumption numbers are striking: at the start of 2025, 11.3 million adults were using social media, equivalent to 123% of the 18+ population, reflecting multi-platform usage. Overall, the country recorded 12.5 million social media user identities in October 2025, or 110% of the total population. Internet penetration is similarly mature, with 11.3 million people online, representing 99% of the population. Mobile connectivity goes even further: 23 million active mobile connections, roughly 202% penetration, showing that most people move across devices, accounts, and platforms throughout the day.

For salons, this means one thing: your clients are online constantly, and High Season success depends on showing up where they are with the right message at the right moment.

VR Beauty Consulting Founder Valerie Reynaert has more than 20 years’ experience in the beauty industry, helping start-ups gain a foothold and guiding established clients to turnaround and growth.

“With the High Season underway, the salons that win are the ones that plan their marketing with intention. Weekly planning is where consistency and visibility are built. Shorter cycles keep your team focused, give you room to react to booking patterns, and prevent the last-minute scramble that dilutes impact,” she explains.

Together with VR Beauty Consulting’s marketing partner, Carol Holdsworth, Valerie advises salons to implement a strategic focus when planning their marketing. Here is how:

A content framework is a simple way to structure what you post each week. It organises your content into categories, making your marketing easier, faster, and more effective, while ensuring every post has a purpose and supports the message you want clients to see. Carol Holdsworth shares 3 popular content frameworks that can be considered by salons to plan their social media calendars effectively.

The first framework is called the Hero, Hub, Hygiene (HHH) framework. Hero content highlights big moments: festive package launches, new services, or in-salon events. There are only a few pieces of content required for Hero content but they are posted more frequently.  Hub content keeps clients engaged with regular touchpoints: before-and-after transformations, client testimonials, or behind-the-scenes glimpses. This forms the main basis of your social media content plan. Hygiene content answers everyday questions that come up in the comments of your posts, such as skincare tips, haircare tutorials, or service availability.

Planning content through the lens of Experience, Expertise, Clients (EEC) framework is also helpful. Experiencecontent captures your salon’s ambiance, a calm treatment room, relaxing service moments, or a well-prepped space. Expertise highlights your team’s skills, from a stylist demonstrating a blow-dry technique to a therapist explaining a treatment. Clients add trust through reviews, transformation stories, testimonials and returning-guest moments.

“Be mindful of trends, however, don’t fall for them all. Be strategic about what you choose to add to your plan,” Carol advises.

A third framework that salons could consider is Inspire, Educate, Activate framework (IEA). Inspire content sparks lifestyle aspiration, glowing skin, confidence-boosting transformations, or self-care routines. Educate content explains treatment benefits and product use. Activate content drives bookings, promotions, or package upgrades.

“By choosing one service or package to highlight each week, your High Season marketing becomes coherent, consistent, and focused on the activities most likely to drive bookings,” Carol notes.

Once your focus is set, it’s crucial to align all touchpoints. Social channels, in-salon displays, WhatsApp messages, staff scripts, booking confirmations, and retail shelves should all tell the same story.

“When a client sees a festive facial online, walks into a treatment room that features it, and has a therapist who confidently speaks about it, the message lands with far more impact,” Valerie explains.

High Season is as much about acquisition as profitability. New clients are essential, but the real value comes from repeat visits. Plan mechanisms to bring them back: post-treatment follow-ups, bounce-back offers, rebooking incentives, or personalised WhatsApp messages.

Measurement ties it all together. Track what works to make smarter decisions and invest confidently in the future. Avoid reacting too quickly; most marketing takes time to perform. Train your team to ask every new client, “Where did you hear about us?” These are insights that often reveal patterns not visible in dashboards alone.

Practical tasks after planning

• Ensure that your Google My Business entry is up to date. Your holiday hours and contact details must be accurate as this is likely the first place clients will check.
• Have multiple pairs of eyes looking at your comments on your social media channels and websites. If clients reach out or have questions, you cannot afford to drop the ball by not responding or responding too late. This is a sure-fire way to miss opportunities and it will reflect poorly on the salon.
• Plan to share your offers on community pages on Facebook. “Facebook is still a very busy platform and is a great way to expand your audience,” Carol says.

VRBC clients have seen the results of this structured approach. One salon ran a three-month influencer campaign with micro-creators, focusing on hero services to reach new audiences. By the end of month two of the campaign, 40% of that month’s revenue came from new clients.

Another client, opening a salon in a hospitality setting, partnered with the host hotel to use existing marketing touchpoints. With no prior client base, over 20% of weekly visitors in the first five weeks came through the collaboration.

When every touchpoint is aligned, every acquisition effort has a follow-up plan, and every activity is measured, High Season becomes more than busy, it becomes strategic, repeatable growth.

“High Season rewards the salons that treat it as a coordinated effort, not a collection of ad-hoc promotions. With planning, aligned messaging, and a team that knows how to convert new interest into lasting loyalty, you move from being busy to being effective. The result isn’t just a strong season, it’s a stronger business long after the rush is over,” Valerie concludes.

The countdown to high season has begun! 

White Friday, UAE National day, festive events, and year-end celebrations are all fast approaching, sparking a surge in demand for beauty, self-care, and gifting. 

As the hottest shopping season approaches, VR Beauty Consulting highlights that now is the perfect time for salon owners to plan how they will take advantage of the two months of seasonal buzz to increase growth, loyalty and market share, to end 2025 strong and position for a strong start to 2026. 

VR Beauty Consulting founder Valerie Reynaert, who has more than 20 years’ industry experience in the region, explains that planning for high season is more than just advertising a discount on services, or offering a 2-for-1 special and says that salon owners who put in the time and effort to strategically plan for this period are those who will see the most success and rewards.

“High season is more than a revenue boost, it’s a chance to build loyalty and visibility that will last well into the new year. This is a strategic time to turn stock into cash and give Q4 revenues a final boost before the new year. Don’t waste the opportunity. If you do this season well, you will build great momentum going into 2026,” says Valerie.

The ‘why’ of high season preparation

High season offers the chance to improve on previous months, increase revenue, and to shine. It is a time when clients are getting ready for the holidays, social calendars are filling up, and demand for beauty services spikes. But to truly make the most of it, strategic preparation is key. When your financial planning, your team, systems, and stock are ready in advance, you won’t just manage the rush, you will maximise it. 

The ‘how’ of high season preparation

While high season is a critical time for your salon, being busy doesn’t always equate to being profitable. Careful planning helps you maximise opportunities while avoiding common mistakes.

Plan ahead

Take time to review last year’s performance and use those insights to forecast demand for the season ahead. Ensure your salon is fully prepared by stocking up on best-sellers so you can consistently meet client retail needs throughout the busy period.

“Suppliers often experience a surge of last-minute orders during the festive season, when they are already at full capacity and unable to deliver as quickly as usual. Careful preparation is essential, leaving your orders too late can result in salons being unable to provide services and suppliers running out of stock,” shares Valerie.

Promotions & Packages

Refresh your offerings with time-limited, results-driven treatments and seasonal packages that spark excitement and a sense of urgency. Add small, thoughtful touches that make client visits memorable and keep them coming back throughout the festive period.

“It’s important to remember that heavy promotions without checking your margins can easily create a culture of bargain hunting, and lead to long-term losses that are difficult to recover from,” says Valerie. 

“When your decisions are guided by what’s best for the salon financially, you’ll have a clear roadmap with prioritised actions that optimise profits, enhance client experience, and support data-driven growth.”

Team & Operations

Align your team on shared targets and boost their motivation with recognition and incentives. 

“Creating a workplace environment that has a positive culture and which prioritises motivation is key to success. As a salon owner, you can make great strides by understanding what your team’s personal and professional goals are and figuring out how you can help them achieve these goals. This will improve productivity and staff morale during this busy season,” says Valerie.

The customer experience plays a pivotal role in defining the success of a salon business. At this crucial time of year ensure that your clients’ experience is professional and seamless.  It is more than a series of transactions; it’s a narrative that begins when a potential client first calls you and continues long after they’ve walked out the door.

“Ensure that your staff are on top of the scheduling and rebooking processes and that it runs seamlessly to avoid lost business and ensure every appointment slot is used efficiently during high season,” she says.

Retail & Follow-Up

Equip your team to recommend products naturally as part of their client conversations rather than pushing for sales. 

“Salons in the malls can typically see retail achieving around 25% to 30% of total revenue. Smaller, independent salons may only achieve 5% to 15% revenue from retail. But the key is to aim higher during the festive period. Aim to grow it by another 5% or so,” says Valerie.

Before clients leave the salon, rebook their January visit to ensure your new year starts off strong. Train your team to use phrases such ‘Can we book your January appointment now, as appointments are filling up fast’ or ‘Your nails look amazing, shall we book a follow up appointment to keep them looking their best?’. 

Taking this opportunity helps to nurture stronger relationships that carry into the new year.

Reflection & Continuous Improvement

At the end of the season, take time to review what worked well and what didn’t. Engage your team in this discussion and you will gain unique insights from their experiences. Use these insights to refine your approach and strengthen your strategy for the next high season.

By following this integrated approach, you can manage the high season proactively, maximise revenue, and create a positive experience for both your clients and your team.

Is White Friday only for Retail?

Few shopping events in the UAE generate as much buzz and spending as White Friday, with many retailers now extending promotions beyond a single day to cover an entire week, or even the full month of November. The timing aligns very well with the pre-December shopping mood and UAE National Day celebrations which are held on December 2. 

“For salons, White Friday presents a great opportunity to attract new clients and drive repeat visits before the festive rush begins,” says Valerie.

“Think beyond simple discounts and create “White Friday Packages” such as “Book 3, Get 1 Free” treatments or “Pamper & Save” bundles that add value without cutting too deeply into margins. You can also use the period to sell gift vouchers with a seasonal incentive, like “Buy AED 500, Get AED 100 Extra”, encouraging both immediate and future bookings,” shares Valerie. 

To maximise visibility, salons can consider linking their White Friday offers to early National Day activations. This not only extends your campaign window but also keeps your salon top of mind as customers plan their year-end self-care and gifting. 

“With the right timing and creativity, White Friday can become more than a sale, it can be a strategic brand moment for a salon that drives lasting loyalty,” she says.

In summary

High season isn’t just a busy period, it’s a moment to elevate your salon’s brand and leave a lasting impression on clients. How you approach it can set the tone for the year ahead, shaping client loyalty, team motivation, and overall momentum.

Success this season comes down to creativity, foresight, and engagement. By thinking beyond the ordinary and embracing opportunities to surprise, delight, and connect with your clients, salons can turn a busy calendar into a powerful growth engine.

High season is fleeting, but the impact of doing it well lasts long after the decorations come down.

In an industry built on creativity, client experience, and glamour, numbers are often viewed as the dull and unappealing side of running a salon. But the truth is, financial readiness is what keeps the lights on and the chairs full. 

With the beauty sector facing higher supplier costs, shifting customer spending habits, and increasing competition from all sides, even talented salon owners risk being caught off guard without solid financial preparation.

VR Beauty Consulting founder Valerie Reynaert works with salons across the GCC region and can say without hesitation that relying on “gut feel” might get you through a season, but only data-driven financial planning will set you up for long-term growth.

“Planning for the future isn’t about over-complicating things, it’s about giving yourself stability and agility. A well-thought-out financial plan acts as a safety net when times are tough and a launchpad when opportunities arise,” says Valerie.

“Before you can map out where you want to go, you need a clear picture of where you stand today, and this will look different depending on your stage of business,” she says

VR Beauty Consulting is uniquely positioned to assist clients with taking stock of their business, whether they are a startup, scale-up or turnaround client.

Startups

Where to begin

Valerie advises startups to get brutally honest about setup costs: rent deposits, design, fit-out, equipment, initial stock, licences, insurance, recruitment, and marketing. 

“Many founders underestimate how much capital is needed – both to set up and to cover the inevitable early losses. They often run out of cash before the salon even opens. A financial roadmap is crucial,” she shares.

“Some salon owners also have a ‘we’ll see once we open’ mindset that can be damaging. Skipping revenue projections means no monthly targets or KPIs, so staff can’t be held accountable and growth is accidental at best.”

Building your plan

A strong financial roadmap will calculate the Initial capital required for fit-out, licensing, and launch, will include a cash buffer to cover early-month losses, a timeline to reach positive operating profit, and clarify the expected return on investment (ROI).

Your budget must also consider marketing expenses. This is a must if you are in the startup phase. 

VR Beauty Consulting’s marketing partner, Carol Holdsworth, advises salon entrepreneurs to do thorough market research as well as a competitor analysis. Money must also be set aside for brand development as well as a proper marketing strategy.

“When it comes to where to invest your money first, digital ads, social media and building awareness of your brand is first prize,” says Carol. 

You will also need to do the following:

• Decide which services to offer and set prices based on thorough research
• Define how many service providers and operational staff you need and set salaries and commissions for each position.
• Identify direct costs (products, consumables), operating expenses (rent, utilities, marketing), and required fixed assets (furniture, equipment, fitout).

Common mistakes to avoid

• Overstaffing from day one – It’s safer to hire the minimum team and scale as client demand grows. 
• Overspending on interiors – Lavish design slows down your return on investment. Beautiful doesn’t have to mean expensive.

How VR Beauty Consulting can help

For our startup clients, we offer a feasibility study to help get you started. Before you sign a lease, our feasibility study gives you the clarity to decide with confidence. 

“We analyse the market and location, define the right concept and service mix for your target clients, and build a detailed financial model covering start-up costs, operating expenses, and projected cash flow. You’ll know exactly how much capital you need, how long it will take to break even, and whether the numbers truly work,” Valerie explains.

Scale-ups 

Where to begin

“A common mistake scale-ups make is copy-cat expansion – opening branches, franchising, or adding online channels just because ‘others are doing it’, without a proper feasibility study. This is a surefire way to drain resources fast,” says Valerie.

“Underestimating capital needs is also a pitfall some salons encounter. Multi-site growth requires far more working capital for deposits, fit-outs, inventory, and marketing than many owners anticipate.”

Her advice is to review your current profitability. Are you running healthy margins? Assess your cash reserves and consider what level of investment you’ll need to support extra staff, marketing, or new locations.

Building your plan

The most important decision to be made by scaleups is to decide on the growth pathway and how to expand. Will you open additional company-owned locations to capture new areas, or cities, or will you create a franchise model with manuals, brand guidelines, and training to scale faster with less capital? 

You will also need to do the following:

• Break down projections by location, service category, retail, and new revenue streams (online sales or training fees).
• Upgrade your POS/booking, inventory, and CRM tools to handle multi-site operations.
• Create compensation plans, career pathways, and leadership training to develop future branch managers or franchisees.
• Shift from local awareness to brand-wide campaigns, loyalty programs, and cross-promotion between physical and online channels.
• Model best, base, and worst cases to manage the higher risks of multi-branch operations or franchising.

Common mistakes to avoid

• Allowing each branch or franchisee to interpret the brand differently dilutes reputation and confuses clients.
• Running multiple locations on basic booking or inventory software leads to scheduling conflicts, stock losses, and poor data visibility.
• Promoting great stylists into management roles without training leaves new sites without skilled leaders and causes high staff turnover.
• Continuing to track only overall sales instead of branch-level metrics hides underperformance.
• Rapid hiring without embedding values and service standards can damage team spirit and the client experience.
• Expanding service menus or retail without proper margin checks, or failing to diversify at all, can leave the business exposed if one category dips.

How VR Beauty Consulting can help

Scaling a salon isn’t just about opening more chairs. It’s about creating systems, processes, and strategies that turn your existing success into sustainable growth and essentially creating efficiency with what you already have in hand.  

At VR Beauty Consulting, we help salon owners expand through new branches, franchising, online retail, or training academies, while maintaining brand consistency and profitability. 

“We optimise operations, implement efficient technology, refine staff structures, and introduce data-driven KPIs to ensure every expansion decision is backed by insight, not guesswork,” shares Valerie.

Turnarounds 

Where to begin

Valerie’s advice for turnarounds is to get real about their financial discipline. 

“Without regular financial reviews, owners can’t see where margins are thinning or costs are creeping up. Being consistent with your monthly Profit and Loss statements is vital.” she says.

Another contributing factor to salons being in this phase is an unrealistic pay structure. Offering 45 to 50% commission might attract talent in the short term, but it erodes profitability and sets an unsustainable benchmark.

“Diagnosing the problem is the first step to fixing it. Without this clarity, you risk pouring new investment into old cracks,” she says.

Building your plan

The first step to be taken as a turnaround is to do a P&L deep-dive where you review every expense line and revenue stream to identify leaks and low-margin areas. Next is to analyse your sales data, audit your inventory, and do a marketing review that identifies which campaigns drive bookings and which don’t.

“Armed with this knowledge you can build strategies to fix underperforming areas and plan areas for growth. This is where you set a realistic turnaround budget and timeline and start using a project tracker to stay accountable,” says Valerie.

Common mistakes to avoid

• Heavy promotions without checking margins can create a culture of bargain hunting and long-term losses.
• Skipping a deep-dive into sales, retention, occupancy, or staff performance leaves owners guessing which areas actually need fixing.
• Hoping for a quick rebound without a clear budget, milestones, and accountability only delays recovery.
• Even a solid plan fails if management doesn’t stick to it and track progress weekly.

How VR Beauty Consulting can help

“The best tool for salons requiring a turnaround is our Business Audit, gives salon owners a clear, actionable view of how their business is performing. We dive into your financials, service mix, client retention, team performance, and operational efficiency to identify strengths, gaps, and opportunities for growth. The result is a practical roadmap with prioritised actions, helping you optimise profits, improve client experience, and make data-driven decisions,” says Valerie.

In conclusion

Financial planning isn’t about limiting your creativity, it’s what funds it. The salons that will shine in 2026 aren’t necessarily the ones with the flashiest interiors or the biggest marketing budgets. They’ll be the ones whose owners understood their numbers, made smart choices, and built stability before chasing growth.

“If you take the time now to prepare financially, 2026 won’t catch you off guard, instead it will open up as a year of opportunity,” says Valerie.

When asked about the single worst mistake beauty salon owners make, VR Beauty Consulting founder Valerie Reynaert is clear:

“Not understanding and managing the financial side of the business is by far the most common pitfall. In fact, we see this in more than 95% of the salons we’ve audited.”

 A Vision Rooted in Empowerment

Valerie’s perspective comes from years of experience managing large salon chains across the GCC region and working with leading salon brands, distributors, and retail operators. That front-row seat revealed exactly what makes salons thrive, and what holds them back.

“Since launching VR Beauty Consulting, I’ve worked with over 100 salons of every size and stage. Sadly, many are operating without the vital skillset of financial knowledge. We often find owners who don’t have profit and loss statements or even a clear view of whether their business is profitable,” she shares.

“Too many salon owners and managers are missing this vital skill, not by choice, but because no one has taught it from inside the industry.”

Building Confidence Through Consultancy

When Valerie launched VR Beauty Consulting, her mission was clear: to guide women through the journey of launching and growing successful salon businesses.

Whether it’s helping a first-time entrepreneur navigate the complexities of business set-up, or supporting seasoned professionals to streamline their operations, VR Beauty Consulting partners with clients at every stage of the entrepreneurial journey.

“Many women entering the industry are incredibly passionate about their craft but lack experience in the business side of operations. That’s where we step in,” Valerie explains.

“One of our key focus areas is helping women understand how to set up and run a successful business. We build their confidence, share our knowledge, and guide them through the practicalities of starting and sustaining a venture. With decades of experience behind us, we’re here to empower, support, and show them that success is within reach.”

 Targeted Training for Salon Success

To tackle the financial knowledge gap specifically, VR Beauty Consulting is launching a specialised training program, designed by Valerie, for salon owners, managers, and operators. The focus is on clear, practical, and hands-on financial training.

“My goal with this brand-new course is to help salon owners and managers master their numbers, understand the metrics that matter, and give them tools they can immediately apply to grow profitability and achieve their goals,” says Valerie.

The course brings clarity and confidence in a critical area, focusing on:

• Understanding and measuring salon performance
• Developing systems for ongoing financial management
• Making smart, data-driven business decisions

Financial Foundations are Key

Valerie has found that financial management is the single most important factor behind a profitable, sustainable salon. For many owners, finance feels overwhelming, intimidating, or simply not their strength. After all, most are creatives, and should remain so. But even the most talented beauty professional or beautifully designed salon will struggle without strong financial foundations.

Adding to the challenge, some salon owners fall into the trap of working with unqualified consultants whose poor advice sets them back rather than moving them forward. Mismanagement of funds is another common pitfall, with some salons running out of money before even opening their doors. These issues can prevent a salon from ever reaching its true potential.

An Industry-First Training Course

The Business of Beauty: Finance Training Workshop is the first of its kind in the beauty industry. Participants will learn:

• The key financial concepts every salon must understand
• Which metrics to track for financial success, and why they matter
• What healthy numbers look like in a well-run salon
• Real-world examples and proven strategies to apply immediately

“For the first time ever, I will be sharing and providing industry benchmarks. Salon owners can use these benchmarks and information from within the industry to measure their salon’s performance more effectively,” says Valerie.

Beyond expert training, the workshop also provides an opportunity to network with like-minded salon professionals, exchange ideas, and learn from each other’s experiences.

“I am excited to share this knowledge with the market and to help more salons take control of their financial future. Strong financial management isn’t just about survival, it’s about unlocking the growth, confidence, and profitability every salon truly deserves.”

A Game-Changer in Salon Financial Management

Optimal financial management enables salons to maximise profits, invest in top talent, embrace new trends and services, and market themselves effectively. Drawing on Valerie’s extensive experience, this highly targeted course demystifies financial planning and equips salon owners with the tools to build strong, resilient businesses.

“Strong marketing and team management are important, but without sound financial oversight, even the best salons can fall short,” Valerie explains.

“This course was developed to change that. We want salon owners to feel in control of their numbers and confident in their growth strategies.”

Secure Your Spot

To find out more about the launch offer and to secure your spot in the first-ever The Business of Beauty: Finance Training Workshop, contact letsconnect@vrbeautyconsulting.com.

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.

The Middle East is rapidly emerging as one of the world’s most dynamic beauty markets. According to the Middle East Beauty Market Report the industry is now valued at more than $40 billion and continues to grow at an impressive rate of over 10% annually. Beauty is an intricate part of daily life, tradition, and self-expression, and today’s female consumer is entering the industry with cultural pride, global awareness, and an appetite for innovation.

With more than two decades of industry expertise and five years of hands-on collaboration with salons across the region, we at VR Beauty Consulting know exactly who the modern female consumer is and what she expects from the beauty salons she visits. We believe that understanding her mindset is the key to building lasting relationships and driving sustainable business growth in the region. To deepen this understanding, we conduct continuous market research, and the findings below provide a summary of the consumer trends we have uncovered.

So, join us as we share more about the motivations and customer behaviour of your most discerning customer – the Middle Eastern female.

She is connected, and influential. Her approach to beauty is not based on appearance only, but is also about finding confidence, wellbeing, and reflecting her identity.  This move away from the western ideals of beauty  and more towards embracing a new-found pride in her Arabic beauty is a trend across the region, as women have been increasingly empowered by higher levels of education, career participation, and financial independence.

According to recent statistics, more than 50% of university graduates in the GCC are female, and women are representing a growing share of the workforce. This new reality has created a consumer who is confident in making purchasing decisions and eager to invest in products and services that align with her lifestyle.

She sees beauty as inseparable from self-care and overall wellbeing and does not define luxury by price or exclusivity, but by experiences that nourish both body and mind. She is also willing to pay a premium for treatments that combine results with relaxation, such as facials that deliver hydration while using aromatherapy techniques.

Beauty treatments are a standard part of her routine. Around 65% of GCC women visit a salon at least once a month, with many considering it a core part of their lifestyle and a space for self-expression.

The service experience itself matters as much as the result. Key differentiators in customer experience of a salon are ambience, privacy, personalised touches, and customer service. Whereas she would traditionally walk in or call on the day of her appointment, we are now seeing a clear shift, with a growing number of women choosing to book online, valuing seamless convenience as part of the luxury experience.

Where Western beauty icons once defined her aspiration, she now wants to celebrate her Middle Eastern features.More than 70% of women describe their ideal beauty look in terms of thick, glossy hair, sculpted brows, defined jawlines, expressive eyes, and full lips. Regional celebrities and influencers now hold greater influence than international figures, reflecting a strong sense of cultural pride.

She is looking for health and simplicity.  More than 60% of women say they prefer multipurpose skincare products, and lightweight foundations or tinted moisturisers with SPF are increasingly replacing heavier make-up. Healthy, hydrated, glowing skin is becoming the gold standard. There is a strong demand for advanced skin and scalp treatments that focus on prevention, nourishment, and long-term health.

Product safety and integrity remain important to her, with two-thirds of women actively seeking natural or “clean” beauty products. Ingredient awareness is rising fast, with a demand for transparency and authenticity from brands.

Hair health is one of her most pressing concerns. Nearly 80% of women report struggling with hair fall, dryness, or damage, making scalp and hair-strengthening treatments among the most sought-after services. In addition, hair colouring is gradually declining as women prioritise scalp health and shine-restoring treatments.

Social media is central to her daily life. The GCC has one of the world’s highest smartphone usage levels, with over 90% of women active on social platforms.. Instagram, TikTok, Snapchat, and WhatsApp are seen as channels for inspiration and trusted sources of reviews and recommendations. Younger consumers, particularly Gen Z, are especially trend-driven: while they may show less brand loyalty, they consume more products and services than any other generation.

“The evolving GCC female consumer offers tremendous opportunities for salon owners in the region. By incorporating the elements she is looking for and is interested in, they can take their salons to new levels of success,” says VRBC founder Valerie Reynaert.

Ways in which this can be achieved is to:

• Celebrating cultural identity: Introduce products and services that enhance natural Middle Eastern features resonate most strongly.
• Integrate wellness: Position beauty as part of a wider self-care and health journey.
• Be ingredient-led: Transparency, safety, and sustainability are increasingly non-negotiable.
• Design experiences: Focus on ambience, privacy, and personalisation, not just outcomes.
• Embrace digital: Online booking and tech-enabled customer journeys are expected.

The Middle Eastern woman is redefining beauty consumption. She is digitally savvy, globally influenced yet locally proud, and motivated by both personal confidence and cultural expression. Her choices are reshaping salons, driving innovation, and demanding new levels of service and transparency from brands.

“For those who understand her needs and values, the region represents one of the most exciting and rewarding beauty markets in the world. We work with our clients to make sure they are responding to these trends, and positioning themselves to enjoy future success as a result” says Valerie.

AT VRBC we are uniquely positioned to assist you in growing your business to meet the needs of the market. Contact us today to book a consultation.