BEAUTY WORKS EDUCATION: A NEW ERA

Beauty Works, the leading brand in luxury hair extensions in the UK, is on a journey to renew the standard in hair extension education

With pivotal investment in people and infrastructure, Beauty Works are redefining what it means to train as a hair extensionist. This new round of investment and focus for professionals follows an unprecedented 2024, in which Beauty Works has already introduced a team of Regional Educators and salespeople across the UK.

Now, Beauty Works are proud to announce the appointment of Dina Demetriou as Head of Education. Having spent the last seven years as a key figure in the professional sales team, Dina now brings her passion, leadership and knowledge of the industry to the education team. Having always championed education, Dina, a former salon owner and Regional Sales Manager, has a wealth of experience on both sides of the table, truly understanding what is important to stylists and their businesses.

DINA DEMETRIOU

2025 will see the introduction of all-new educational courses and support, furthering Beauty Works’ position at the forefront of extensions education in the UK. These new courses will be introduced in January 2025, and will feature increased support in fitting, cutting and blending extensions as well as introducing business and social media management skills to help set stylists up for long term success, beyond simply fitting extensions. These increased topics will help stylists at every level but will particularly provide increased support for new and smaller businesses, ensuring the next generation of extensionists are empowered and supported from their businesses’ inception.

Following their education course, stylists are automatically granted access to Beauty Works’ reward scheme where they can earn rewards such as monthly allowances for aftercare and styling tools, and lots of other fantastic benefits. The reward scheme is designed to help businesses grow through Bronze, Silver, Gold and Platinum levels with increased benefits unlocked at each step. Alongside this scheme, a dedicated trade sales and marketing team support stylists and salons regionally across the UK, helping to personally support each customer and drive their business forward.

“WE’VE INVESTED HEAVILY IN OUR PEOPLE, AND WE’LL CONTINUE TO DO THIS INTO 2025 WITH MANY NEW ROLES ON THE HORIZON.”

Alongside the fantastic benefits of partnering with Beauty Works, trade partners also get access to regional events and masterclasses, collaborating with some of the UK’s most exciting hair stylists. From celebrity stylists Jay Birmingham and Dom Seeley to business professionals running well established salons, including Calum Tierney at award winning salon Terence Paul.

BEAUTY WORKS MASTERCLASS

Customers at the higher levels can now exclusively access Beauty Works’ brand new credit terms, helping with their businesses’ cashflow and allowing greater buying power through payment terms of up to 60 days. This presents a brand new opportunity for salons and gives them more control over their purchases, allowing them to hold increased levels of stock whilst also preventing the need for those last minute purchases for extension clients.

Penelope Cheshire, Founder and CEO at Beauty Works, highlighted the importance of this shift of focus to the professional market, stating: “Our sales, marketing and education teams bring together hundreds of years of combined experience, bringing their passion for the industry and their skills together to support our professional customers like never before. We’ve invested heavily in our people, and we’ll continue to do this into 2025 with many new roles on the horizon. This, combined with our increased focus on adding significant new tools, technology and infrastructure, will provide salons and stylists with industry leading support they can’t find anywhere else.”

BEAUTY WORKS EXTENSION BAR

With big things on the horizon in 2025, it is an exciting time to be working with Beauty Works.

For more information about Beauty Works and their new educational and support initiatives, visit www.beautyworks.com or contact 0161 823 9011 | trade@beautyworks.co.uk