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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.

The male grooming industry in the GCC is undergoing a significant transformation — one that presents a compelling opportunity for investors, entrepreneurs, and distributors alike.

What was once considered a mass market segment has rapidly evolved into a dynamic and high-growth opportunity. Today’s Middle Eastern man is discerning, informed, and increasingly invested in his personal care. Selfcare and grooming is no longer a luxury — it’s a statement of self-respect, cultural pride, and modern masculinity.

A new generation of consumers, influenced by global trends and empowered by higher disposable incomes, is driving this shift. Social media has played a central role — introducing men to skincare, wellness routines, and elevated grooming standards. As a result, services such as facials, massages, manicures, and advanced skincare for men are now in growing demand.

Despite this rising interest, the current market offering is lagging behind. Men are often forced to choose between barbers who offer a limited range of services at a relatively low cost or expensive luxury spas — with very little in the mid-market space. This gap represents a major opportunity for growth.

Over the past year, the GCC salon industry has expanded more than tenfold — a reflection of deeper economic and cultural shifts. The COVID-19 pandemic catalysed long-term changes in consumer behaviour, and today we’re seeing a consistent rise in new salon openings, particularly in markets like Saudi Arabia.

Although women’s salons still dominate in terms of volume, male grooming is quickly catching up. Established brands such as 1847 and Wafic Saab are bringing full-service concepts to Riyadh, while leaders like Aurora Men’s Spa and Ocean Spa are setting new standards for quality and experience. In Dubai, we see high end barbers opening and existing barber shops rebranding and repositioning. But this progress is slow.

Equally important is the growing demand for convenience. Online booking platforms, for example, are fast becoming an expectation, particularly among younger consumers and men are likely to use this booking channel at higher rates than female consumers.

Yet, the market remains saturated with undifferentiated barber services. This presents an opportunity for businesses to step in with something more refined: a mid-market, full-service grooming destination designed specifically for today’s male consumer.

The ideal men’s salon is more than a barbershop. It’s a trusted grooming hub offering a comprehensive menu of services — precision haircuts, scalp and beard care, advanced skincare treatments, manicures and pedicures, and full-body therapies including massage and scrubs. The environment should be modern, masculine, and professional — with a focus on consistency, efficiency, and experience.

At VR Beauty Consulting, we see the modern Middle Eastern man as ambitious, confident, and ready to invest in his appearance and wellbeing. He is not simply looking to get a haircut — he is seeking a place that aligns with his identity and lifestyle.

With the Middle East and Africa men’s personal care market growing at a compound annual rate of 8%, and consumer interest in grooming products and services at an all-time high, the timing for innovation and investment is now.

This is a moment to shape the future of male grooming in the GCC — and to build brands that reflect not only changing expectations, but also a deep cultural evolution already underway.

Get in touch if you want to discuss this opportunity further. We have done extensive market research and have industry insights that will no doubt be of interest to anyone considering this opportunity.

The UAE beauty industry is an exciting place to be in 2025! The industry is a fast-moving, trend-sensitive environment that is ever-changing to meet the needs of consumers more closely. The best way to be sure your salon is not getting lost in the fray is to tap into the power of social media. Gone are the days when your social media accounts were just branding tools – now they are your direct line to customer demand, trend discovery, and sales.

The statistics prove it. According to the Digital 2025 Global Overview Report (for Dubai specifically) 98.8% of Internet users aged 16 years and older use the Internet to access social networking sites. These users spend an average of just under three hours each day on social media, accessing an average of 8.6 platforms each month.

Furthermore, the report states that 77.6% of Internet users use social media channels to find information about brands and products, 20.9% of them follow beauty experts, 28.6% follow influencers, and 45.2% of them use social media as their primary source of information when researching brands. Total annual spend in beauty and personal care on e-commerce sites, in the region, is estimated at $460m.

With 11.3 million social media user identities in the region, who are deeply influenced by digital platforms, if you are not online, you are missing out in a big way.

VRBC Strategic Marketing Partner, Carol Holdsworth, says the importance of social media cannot be stressed enough.

“Social media plays a crucial role in whatever phase of your business you find yourself in. Whether you are just launching a salon, scaling up, or repositioning, social media holds more value than you realise. To illustrate, at the end of 2024, we helped a VRBC client who had recently repositioned their salon, launch a micro-influencer campaign for their brand. This exercise brought in more clients and more profits, with 40% of their revenue in the months following the campaign, coming in from new business. Efforts like these, when done properly, help your business grow. Harnessing the strength of social media is a powerful tool that you need in your toolkit.”

The best way to ensure that you are on the right track is to respond to consumer trends. A closer look at these trends reveals a growing regional appetite for integrative, health-forward beauty where non-invasive, science-backed treatments are paired with inner wellness and sustainability.

Our founder and CEO, Valerie Reynaert, says that global trends are making a definite impact on salon service menus and product ranges in the region.

“Korean beauty trends are still where the UAE consumers are looking for inspiration. However, what started out as trends are now staying as new services and product extensions. The K Beauty space is rich with innovation and new product development and we are working with several clients to incorporate these into their businesses.”

One such popular treatment in the hair care industry is the Japanese Head Spa – a scalp-focused treatment that combines traditional Japanese techniques, like Shiatsu massage, with modern scalp care. The outcome is deep cleansing and exfoliation, as well as improved circulation to hair follicles that promote healthy hair.

Glass Hair is another trend that has been popularised by celebrities and influencers. Through the use of targeted products and hair care techniques, glass hair is about obtaining ultra-smooth, shiny, and straight hair that reflects light like a mirror, creating a “glass-like” appearance.

Once you’ve identified a trend that’s gaining momentum, the next step is to translate that insight into action. For salons in the UAE, this is a chance to position your business as both current and customer-focused.

The most immediate way to capitalise on a trend is through your content. Use your social media platforms to highlight how your services align with what’s popular. This could mean creating tutorials using trending audio, showcasing treatment results that reflect the latest aesthetic, or sharing expert advice on how to achieve the look using your products or services.

Behind the scenes, ensure your team is equipped to deliver on the trend. If a particular service is gaining interest, offer training or refresher sessions for staff. Create treatment bundles that reflect the trend and promote them as limited-time offers to generate interest and urgency.

In today’s beauty landscape, trends and social media aren’t separate forces – they’re deeply connected and constantly reinforcing each other. What’s popular online shapes client expectations in real life, and what’s happening in salons often gains traction through social sharing. For salon owners in the UAE, understanding both is key. When you stay close to what’s trending and use social platforms to communicate your expertise, you don’t just stay relevant – you build trust, attract the right audience, and position your business for long-term success.

In 2025, a significant transformation is unfolding in the beauty industry, one that challenges long-held perceptions about age, beauty, and identity. Across the US and Europe, women are no longer rushing to cover their grey hair. Instead, they are embracing it and even celebrating it. New silver-specific haircare brands like Silverist are leading the way.

A recent article highlighted this growing movement. Beauty veterans such as Evelyn Wang (former Estée Lauder and L’Oréal executive) have created dedicated brands for grey hair, recognising that silver hair has different needs: more hydration, protection against heat and yellowing, and products that enhance its natural beauty.

Lisa Payne of trend forecaster at Stylus has shared that there is a definite shift in consumer perspective on grey hair, from something they have to cover up to something they want to enjoy.

No longer seen as something to hide, grey hair is being positioned as a new beauty ideal, a symbol of authenticity, empowerment, and elegance. Big names like Oribe (Silverati), Daviness (Alchemic Silver Shampoo), and L’Oreal (L’Oreal Professional Silver) are offering silver-focused product lines. And the trend goes beyond haircare, it reflects a wider “mature beauty moment” where brands celebrate women of all ages without pressuring them to “correct” or “reverse” natural changes.

A spokesperson for Oribe noted that the pandemic marked a turning point in consumer behaviour, with more people beginning to embrace their natural hair colour and texture, and that momentum has only grown. It reflects a broader cultural shift.

According to Mintel’s 2023 Hair Colour Market Report, 66% of consumers who colour their hair believe that embracing natural grey is something to be supported, even if they are not quite ready to take that step themselves.

This raises an interesting question: Is the UAE, especially Dubai, ready for this mindset shift?

Dubai’s Beauty Culture: Perfection, Glamour, and Change

In the UAE, and Dubai in particular, beauty is still heavily associated with luxury, glamour, and perfection. Many women here invest significant time and money in maintaining a polished, youthful look, from immaculate blow-dries to balayage to anti-ageing treatments. For many, grey hair has long been seen as something to “fix,” not flaunt.

However, change is slowly happening. Dubai’s beauty consumers are becoming more conscious, more authentic, and more driven by personal wellness over pure aesthetics. Concepts like natural beauty, holistic self-care, and individuality are gaining ground, especially among younger professionals and more internationally exposed residents.

Choosing to go grey doesn’t mean giving up on care. In fact, silver hair often requires even more attention than dyed hair. That’s why brands like Silverist are innovating in this space, offering targeted solutions that nourish, protect, and enhance the natural beauty of silver hair. Salons and consultants who understand these needs can support clients more holistically, not just offering colouring options, but empowerment options.

If the global rise of silver hair is about redefining beauty standards, then Dubai, with its fast-evolving consumer base and openness to innovation, could become a leader in this space, not just a follower.

But for that to happen, brands, salons, and professionals need to normalise the idea that grey can be beautiful and offer guidance on caring for silver hair.

A powerful opportunity awaits those salons who:

1. Lead with conversation: Position grey hair as empowered, not ageing.
2. Offer dedicated care: Introduce silver-toning, hydrating, and protective services.
3. Create inclusive spaces: Consultation rooms free of pressure, whether clients want to go full-silver, blend, or maintain colour.

I believe that for Dubai to become a silver-hair leader, the following must be introduced to our industry:

1. Education for professionals: Workshops on grey-specific product science and styling techniques.
2. Targeted retail: Stock lines like Silverist, Oribe Silverati, and L’Oreal’s grey care systems.
3. In-salon campaigns: Host “Silver Confidence” days, spotlighting real women embracing grey, featuring stylists, community discussions, and product tutorials.
4. Community connection: Build a “Silver Sisters” network – support group for those transitioning, sharing regrowth tips, and celebrating styles.

The future of beauty is about freedom and authenticity. Women should be able to choose what makes them feel confident without being told what is “right” or “young enough.” Going silver is not giving up. It’s showing up with pride.

Whether you’re in your 30s, 50s, or 70s, you deserve to feel radiant in your own skin and hair. And as a beauty industry, it’s time we step up to support that journey, not just with services, but with mindset shifts.

Because beauty isn’t about covering up. It’s about showing up fully as yourself.

Artificial intelligence (AI) is reshaping our world and the way we live in it. It is no surprise that this incredible technology has now made inroads into the world of beauty. From personalised skincare solutions, virtual try-ons, and advanced diagnostics, AI-driven innovations are revolutionising how consumers experience skincare and cosmetics. From smart mirrors to AI-powered consultations, beauty brands and salons are leveraging technology to enhance customer experiences and results.

With the Middle East’s growing demand for luxury and high-tech beauty solutions, it won’t be long before you see these trends available in your local salons. Here is what you can expect!

Personalised skincare recommendations

AI enables beauty brands to analyse individual skin types, concerns, and goals, leading to customised skincare solutions. Global brands like Proven Skincare and SkinCeuticals use AI-driven tools to craft personalised regimens based on environmental factors, lifestyle, and skin conditions.

Virtual try-ons and Augmented Reality (AR)

AI-powered virtual try-ons and AR applications allow consumers to experiment with makeup and skincare products without physically applying them. L’Oréal’s ModiFace technology and Sephora’s Virtual Artist app enable real-time beauty trials, helping customers make informed decisions. In the Middle East, beauty retailers are integrating AR features into online shopping platforms, enhancing the digital purchasing experience and reducing return rates.

AI-powered skin diagnostics

AI is merging with dermatology to provide precise skin analysis. Consumers can upload a selfie, and AI algorithms detect concerns such as acne, wrinkles, and pigmentation. L’Oréal’s SkinConsult AI and Samsung’s MICRO LED Beauty Mirror offer real-time diagnostics and product recommendations while L’Oréal’s Cell BioPrint device analyses skin proteins to predict the effectiveness of skincare ingredients.

AI in beauty marketing and customer service

AI is enhancing customer engagement through smart chatbots and virtual assistants. Estée Lauder and Chanel both use AI-powered bots to provide personalised recommendations and answer customer queries, creating seamless shopping experiences. Middle Eastern beauty brands and salons are also adopting AI-driven CRM tools to offer tailored promotions, automated appointment scheduling, and real-time customer support.

AI in beauty salons and spas

We will soon see beauty salons integrating AI to optimise services, from smart scheduling to real-time customer consultations. AI-powered smart mirrors and AR consultations will allow clients to preview beauty treatments before committing. AI-driven inventory systems will ensure salons stock the right products, while chatbots can streamline bookings and customer support.

The future of AI in the beauty Industry

The future of AI in beauty is poised for groundbreaking advancements:

• Hyper-personalisation: AI will refine skincare solutions based on DNA analysis and lifestyle factors.
• AI-powered smart devices: Beauty mirrors, skincare dispensers, and robotic beauty treatments will become mainstream.
• Sustainable beauty: AI will enhance eco-friendly formulations and optimise beauty supply chains.
• Inclusive beauty: AI will improve product inclusivity, ensuring shade accuracy across diverse skin tones.
• AI in dermatology and aesthetics: AI-assisted Botox, fillers, and laser treatments will offer hyper-personalised results.

With AI-powered innovations, beauty brands, salons, and dermatology clinics are enhancing customer experiences, improving treatment precision, and setting new standards for luxury skincare. As technology advances, the region’s beauty industry will continue to embrace AI-driven solutions, making personalised beauty accessible to all.

Is your beauty business ready for AI? Now is the time to explore the power of artificial intelligence in transforming skincare and enhancing customer engagement.

The Background

VR Beauty Consulting was contacted by a business woman who was interested in buying a salon in Dubai. This would be her first venture into the beauty salon industry and after several consultations with our Founder and CEO, Valerie Reynaert, during which options such as starting a salon versus buying an existing salon were discussed, VR Beauty Consulting found the ideal salon to buy.

The existing salon had the benefit of an established clientele, branding, staff, an excellent location etc, however, the client’s vision for the salon extended well beyond that, and with the decision made to purchase the salon, VR Beauty Consulting started the process of supporting our client to bringing her vision to life.

Marketing Strategy and Full Rebrand

Our first step was to develop a full Marketing Strategy, which would then inform a full Rebranding of the salon.

The marketing strategy not only looked at the competitors in great detail, but included a detailed review of the consumer group as well as the economy. This information, along with our teams’ decades of industry experience, enabled them to craft a brand positioning and marketing communications plan that was unique, that would allow the new salon brand to compete successfully and most importantly, that the salon clients would love. A significant aspect of this process was to rethink how the salon did their marketing, from social media and email to digital advertising.

The next step was to design a salon brand that leveraged the best parts of the existing salon, but elevated them to new heights. Our branding partner did a stellar job of doing just that, by injecting a youthful energy into a brand that faded into the background in the past. All aspects of the new branding were considered in this process, from logo and brand colours, to product packaging and signage.

The client fell in love with her new brand, and within months the new branding was rolled out and the salon was transformed.

Social Media

With a new vision for the salon in hand, the VR Beauty Consulting team were asked to relaunch the brand online, with social media being the key focus.

The previous owner of the salon had posted content themselves, and a team member in the salon responded to DM’s. Content was largely focused on ‘after’ images and some videos of in the salon. As a result, the performance of these channels was poor with very low engagement and reach. Social media was not driving sales for the salon and this was a missed opportunity for a salon that needed to grow.

A key focus of the content strategy was ensuring that the new brand ethos and positioning, were consistently communicated across all platforms. This approach included:

• Diverse Representation: Featuring models and clients of all hair textures, skin tones, and backgrounds to emphasise inclusivity.
• Educational Content: Sharing expert advice on caring for textured and curly hair, positioning the salon as an authority in its niche.
• Brand Voice Consistency: Ensuring all captions, hashtags, and messaging aligned with the salon’s welcoming and empowering brand tone.
• Visual Identity: Maintaining a cohesive colour scheme, typography, and imagery that reflected warmth, sophistication, and inclusivity.

The first task for the online relaunch was to create visual content that would deliver the above objectives and that could be used across social media, website, emails and digital advertising.

Working with a small team of content creators, including specialist social media photographer and videographer, under the guidance of the specialist VRBC team, soon the client had access to a rich database of images, videos and content that captured the new brand essence, and which was optimised for the various online channels which were relaunched.

The next step was to relaunch the social media channels and to transform them from an ‘energy drain’ to an effective source of business for the salon. The new owner was especially interested in doing digital advertising and was willing to invest in this area.

However, the VRBC team made the following recommendations:

• Increase Posting Frequency: Develop a structured monthly content calendar, with revamped visuals that are aligned to the new brand aesthetics and which is engaging, tailored to the salon’s audience and to the channels on which they were used.
• Brand Launch on TikTok: This channel was identified as a key source for new clients during the market research phase and had to be launched for the salon brand to achieve its objectives. Optimised video content was used to reach a broader audience and increase visibility of the salon.
• Influencer Marketing: This route was identified as a key area of focus and the salon partnered with carefully selected influencers to showcase the salon experience, staff expertise and range of services. These collaborations were done on a barter basis where possible, or at very low costs, and performance and bookings are monitored closely to establish a ROI (Return on Investment).
• Email Marketing: Launch consistent email marketing to existing database as a way to re-engage existing customers, promote offers, and drive bookings.

Results

The impact of these efforts was both measurable and significant.

The client was able to report that within the first 2 months, 40% of all revenue generated in the salon was from new clients.

This demonstrated that the marketing was working to attract a stream of new clients through the doors.

Furthermore, marketing was being optimized for various platforms, and the results speak for themselves:

Instagram Growth in the first four months (Nov 2024 – Feb 2025 vs previous four months)

• Follower increase: +193%
• Video views: 77K (+691%)
• Reach: 23.7K (+362%)
• Engagement/Content Interactions: 2.6K (+906%)

TikTok Performance (Nov 2024 – Feb 2025)

• Video Views: 16K with a 2.8% engagement rate

Influencer Marketing Success

• 4 influencer collaboration videos with a total of 188K video views and 4K interactions

Business Impact in the First Three Months

• New client increase: +35.4%
• Rebooking rate increase: +55.7%
• Website visits: +37%

These results were achieved without any advertising money spent.

The client empowered the VR Beauty Consulting team to invest time and energy into marketing activities that really matter, saving time, money and effort.

Some of the key learnings are:

• Consistency matters: Daily posting kept the audience engaged and ensured sustained visibility across platforms. The consistent messaging positioned the salon as a go-to destination for expert salon care, reinforcing its brand message of inclusivity and expertise.
• Video content drives reach: Trend-driven videos, behind-the-scenes clips, and expert tips helped maximize engagement and attract a younger, beauty-conscious demographic. TikTok continues to be a growing platform for the client, where specific content tailored to its audience is being developed.
• Influencer partnerships build trust: Collaborations helped the client leverage social proof and reach new audiences. These partnerships increased engagement and bookings by showcasing authentic experiences from trusted voices in the beauty industry.
• Email marketing strengthens customer loyalty: These efforts play a key role in growing the customer database and nurturing repeat clients by keeping them engaged with exclusive offers, early access to promotions, and personalized content.

Conclusion

These marketing results demonstrate the power of a structured and consistent brand marketing strategy. Through engaging content, influencer collaborations, and email marketing, the salon significantly grew its online presence and increased customer engagement. Most importantly, it positioned the salon as a go-to destination for expert salon care, reinforcing its brand message of inclusivity and expertise.

Our success is ultimately our client’s success and our client’s trust in VR Beauty Consulting has been rewarded many times over.

In 2024, we were mesmerized by the beauty of glass skin – dewy, luminous, and naturally radiant. But as the beauty world turns its gaze to 2025, there’s a new star taking centre stage: glass hair. This trend has redefined the way we think about glossy locks, putting sleekness, shine, and health at the forefront of hairstyling.

So, what exactly is glass hair? Imagine hair so smooth, sleek, and reflective that it looks like polished glass. It’s the ultimate sign of healthy, well-nourished locks – no frizz, no flyaways, no dullness – just radiant strands that catch and reflect the light in all the right ways. Think of it as a glossy glow-up for your hair, a trend that’s as timeless as it is modern.

The buzz around glass hair isn’t just about its aesthetic appeal. It’s a testament to the beauty industry’s shift toward embracing natural beauty, prioritising hair health, and celebrating the transformative power of a polished, flawless finish. For salon owners, this trend is an exciting opportunity to elevate your services, tap into the wellness-meets-beauty movement, and offer clients something truly irresistible.

The Science of Shine: Why Glass Hair Matters

Glass hair is all about healthy hair – and that’s what makes it so alluring. Achieving that high-gloss, reflective finish requires hair that’s deeply hydrated, free from damage, and styled to perfection.

From a technical perspective, shiny hair happens when the hair cuticle lies flat, allowing light to reflect evenly across the surface. Rough, damaged hair scatters light, creating a dull appearance, while smooth, hydrated hair reflects light like a mirror.

But glass hair goes beyond just looking good. It represents the growing demand for self-care through beauty, where the focus is as much on how clients feel about their hair as how it looks.

How Salons Can Embrace the Glass Hair Trend

Glass hair is more than just a look – it’s a service. Here’s how you can incorporate this trend into your salon and give your clients that ultra-glossy finish they’re dreaming of.

1. Sleek Blowouts with a Glossy Finish

Your blowouts are about to get a serious upgrade. Focus on creating that ultra-smooth, polished finish by using heat tools that protect the hair while smoothing the cuticle. High-quality blow dryers, flat irons, and round brushes are your secret weapons.

Add a touch of gloss by finishing with lightweight shine serums or oils that won’t weigh the hair down. Products infused with argan oil, jojoba oil, or keratin are fantastic for locking in hydration and enhancing shine.

Pro Tip: Offer a Glass Hair Blowout Package that includes a wash, precision blow-dry, flat ironing, and finishing products for a full glossy transformation.

2. In-Salon Glossing Treatments

To achieve that mirror-like shine, invest in professional glossing treatments. Semi-permanent glosses or clear gloss topcoats can be applied during a service to enhance the hair’s natural shine and add a protective layer.

For clients who want the ultimate shine boost, offer a keratin or smoothing treatment. These treatments eliminate frizz, smooth the cuticle, and create a long-lasting glossy effect. Be sure to use formaldehyde-free options to prioritize the health of both your clients and your stylists.

3. Precision Cuts for Sleekness

Glass hair relies on clean, precise cuts that keep hair looking polished and healthy. Split ends and uneven layers can ruin the smooth, reflective look.

Train your stylists to focus on sharp, precise lines – blunt cuts work particularly well with this trend. Whether it’s a chic bob or long, flowing locks, a fresh cut is essential for achieving the glass hair effect.

4. Hydration is Key

Hydrated hair is happy hair, and glass hair is impossible to achieve without it. Offer deep-conditioning treatments as part of your services to restore moisture and repair damage.

Hydrating masks, steam treatments, or bond-repairing solutions like Olaplex can work wonders for smoothing the cuticle and enhancing shine. Pair these treatments with scalp care services to ensure the hair is healthy from root to tip.

Consider launching a Hydration + Gloss Package that includes a deep-conditioning treatment, a scalp massage, and a glossing service for the ultimate in shiny hair care.

5. Stock Shine-Boosting Products

Help your clients maintain their glass hair look at home by stocking up on professional products designed to enhance shine. Look for serums, oils, and sprays that are lightweight and packed with nourishing ingredients.

Educate your clients about the benefits of sulphate-free shampoos, hydrating conditioners, and heat protectants. Provide them with simple styling tips to replicate that glassy look between appointments.

6. Incorporate Biohacking Tools

If you want to take glass hair services to the next level, consider integrating biohacking tools like LED light therapy or infrared treatments. These technologies can enhance the hair’s health and boost shine by stimulating the scalp, improving circulation, and strengthening hair follicles.

Offering these innovative treatments positions your salon as a leader in cutting-edge beauty trends, helping you attract clients who value wellness and innovation.

Why Glass Hair is More Than a Trend

The glass hair movement isn’t just a fleeting craze, it’s a reflection of the growing focus on self-care, wellness, and sustainability. Clients today are looking for services that don’t just make them look good but also feel good, inside and out.

By embracing the glass hair trend, you’re offering more than just a service. You’re giving your clients the confidence that comes with healthy, radiant hair. You’re aligning your salon with a broader movement that values natural beauty, high-quality products, and personalized care.

Making the Most of the Glass Hair Trend

To truly capitalize on this trend, it’s essential to market your services effectively. Here are a few ideas:

• Social Media Content: Share before-and-after photos of clients who’ve experienced your glass hair treatments. Use natural lighting to capture that glossy shine.
• Client Education: Post educational content about the benefits of glass hair services and how they can transform your clients’ look.
• Special Promotions: Create seasonal promotions or packages that focus on sleek, shiny hair for special occasions like weddings, parties, or holidays.
• Collaborations: Partner with beauty influencers or local bloggers to showcase your glass hair services and attract new clients.

Final Thoughts

Glass hair is more than a trend, it’s a lifestyle. It’s about embracing healthy, vibrant locks that radiate confidence and luxury. By incorporating this trend into your salon, you’re not just keeping up with the times, you’re setting a new standard for beauty and wellness.

As we step into 2025, let’s make glass hair the ultimate signature of health and beauty. Because when hair shines, so do we.

As we stepped into 2025, the skin care industry is abuzz with innovation and fresh ideas. But for salons, the challenge isn’t just about keeping up, it’s about leading the way. Your clients are looking for more than just a routine; they’re seeking transformative experiences, the latest breakthroughs, and that wow factor they can’t get anywhere else. So, how can salons leverage the hottest skin care trends to create unforgettable client experiences? Let’s dive in.

1. Advanced Light Therapies: Bring the Glow to Your Clients

Red light therapy has gone mainstream, but salons can take it to the next level. Consider offering personalised red light therapy sessions or bundling it into facial packages. Picture this: a “Glow Boost” facial that uses red light to stimulate collagen production and reduce inflammation. Clients will leave feeling radiant and ready to share their results with friends (and on Instagram!).

2. K-Beauty: Partner with the Best

The K-beauty phenomenon is far from over. Salons can tap into this trend by curating exclusive K-beauty-inspired treatments, like hydrating facials featuring snail mucin or consultations focused on lightweight sun care. Partnering with trusted K-beauty brands also opens the door to premium retail opportunities. Clients will love taking home the products that deliver those sought-after “glass skin” results.

3. Exosome Skincare: The Future of Facials

Exosomes may sound like something out of a sci-fi movie, but they’re a game-changer in skin regeneration. Salons can lead the charge by introducing “Exosome Renewal” facials. Treatments that repair and rejuvenate skin at the cellular level. Highlight your salon as a pioneer in cutting-edge skincare to attract tech-savvy, trend-conscious clients.

4. Vegan Collagen: Appeal to the Conscious Consumer

Ethical beauty continues to rise, and vegan collagen is stealing the spotlight. Introduce it through facial treatments, masks, or even collagen-boosting drinks served in your salon. By emphasizing the sustainability angle in your marketing, you’ll connect with eco-conscious clients eager to support green initiatives.

5. Microbiome Care: From Face to Full-Body Treatments

Why limit microbiome care to just facial treatments? Salons can offer full-body experiences, such as scrubs and wraps infused with prebiotics and probiotics. This holistic approach aligns perfectly with the growing demand for wellness-focused services, giving your clients a complete “skin health” reset.

6. Ectoin-Infused Products: A Shield for City Dwellers

Living in bustling cities like Dubai, Abu Dhabi or Riyadh means clients are battling pollution and UV damage daily. Position your salon as a sanctuary from urban stress with ectoin-infused facials. These treatments provide ultimate protection against environmental aggressors and leave the skin rejuvenated and resilient.

7. Preventative Skincare: Educate and Empower

Preventative care is becoming a key focus for clients of all ages. Host workshops or consultations to teach clients how to protect their skin before problems arise. Introduce early anti-aging treatments like gentle peels or SPF-focused facials as part of a “Prevent & Protect” package. By positioning yourself as an educator, you build trust and loyalty.

8. Oxygenation Treatments: Breathe Life into Your Skin Services

Oxygen facials and oxygen-infused masks are perfect for clients seeking instant hydration and brightness. Combine these treatments with relaxing rituals to create luxurious, results-driven experiences. Oxygenation treatments are a hit for special occasions and those in need of a quick refresh.

9. Rise of Dupes: Affordable Luxury Options

Not every client is ready to splurge, but everyone loves value. Create “luxury for less” packages that deliver high-quality results at an accessible price point. Stock affordable retail products that mimic the effects of high-end skincare to cater to a broader audience while maintaining your salon’s reputation for quality.

10. Undetectable Beauty: Subtle Enhancements, Big Impact

The “no-makeup” makeup look is influencing skincare too. Clients want natural, barely-there results that enhance their beauty without looking overly done. Offer “No-Filter Facials” that focus on subtle treatments, like light peels or hydrating masks, paired with skincare tutorials to boost their confidence.

Why These Trends Matter for Salons

The trends of 2025 go beyond skincare – they’re about redefining the salon experience. By adopting these innovations, you position your salon as a leader, not just a follower. More importantly, you show clients that you’re not just offering services – you’re becoming a trusted partner in their wellness journey.

So, where do you start? Evaluate your current menu, explore new retail partnerships, and weave these trends into your salon’s story. Your clients will notice, and they’ll keep coming back for more.

Ready to take the lead in 2025? Let’s make it your salon’s best year yet.