The Long Game

HJ uncovers how hair extensions have grown from a one-trick pony to the most versatile service in your salon

CREDIT: HAIRDREAMS hji.co.uk

It’s easy to think of extensions as a one-size-fits-all service, mostly used to add length, but in 2025, clients are coming in with different goals, many of which have nothing to do with long hair. Whether it’s filling out a thinning hairline, covering postpartum shedding, or adding volume and density, the right extension service can deliver a visible transformation, and with it a huge confidence lift.

But it’s not just client goals that have evolved. Hair is now available in a wider range of shades, lengths, and textures than ever before, and application methods have moved with the times too. With so much innovation now on offer, choosing the right approach for your salon - and your clients - requires more strategy than ever.

Beyond the Bond

There was a time when offering extensions meant a three-hour appointment, heavy bonds, and strict aftercare for your client. Now, thanks to product innovation and tech-led thinking, today’s extension services are faster, lighter and more discreet than ever, helping stylists increase capacity whilst improving client experience. The extensions evolution goes beyond aesthetics; it’s good for business.

Gone are the days of whole afternoons spent on one client. “Hairdreams’ flagship Laserbeamer ULTRA applies up to five pre-bonded strands in 26 seconds, cutting chair time dramatically while raising ticket value,” says Lisa Brendsetter, CMO of Hairdreams. “Plus, add-ons like #iNSPOS heat-resistant tapes and tailor-made pieces for complex cases give salons a full upsell ladder, from quick colour accents to advanced thickening.” This means every client can now get a premium service, but with the added bonus of it being high-margin for the salon business.

Hair extensions are no longer just about adding length either. “They’re a powerful, multi-purpose beauty tool,” says Victoria Lynch, Founder of Remi Cachet. “Whether offering coverage for thinning hair, creating a pop of colour without the commitment or damage, or acting as a subtle refinement to enhance a natural look, hair extensions provide smart, stylish solutions for every hair need.” For Dina Demetriou, Head of Education at Beauty Works, innovation goes hand in hand with usability: “Beauty Works is about more than just extensions; we’re about giving salons the tools to deliver transformational results with minimal disruption,” she says. “Our innovations, like Invisitip Nanobonds and the Huda Barely There clip-in range, are designed with discretion, comfort and long-term wearability in mind. They empower stylists to offer real solutions for volume, coverage and confidence without damage, bulk or downtime.”

BEFORE -TRACY ROCHE

AFTER - TRACY ROCHE

Kirby Blythe, extensions specialist and part of Great Length’s education team, agrees. The brand’s new GL Tapes Natural Cut range has been a game-changer, particularly for clients wanting high-impact results in less time: “These next-generation tape-in extensions are pre-layered and precision-cut to fall in the most natural way, meaning there’s no need for extra blending or texturising after application,” she explains. “For stylists, that means faster appointments and an ultra-seamless finish -especially brilliant for clients with finer hair.”

Curls, Coils and Customisation

Ask any extensionist with curly or textured clients, and they’ll be able to tell you about the challenges that come with sourcing hair that truly works for their clients - a challenge becoming more manageable thanks to a wider range of options on the market.

Tracy Roche, an independent extensionist with two decades of experience, says the launch of Gold Class’s Naturally Curly Hair Extensions has opened up the market for curl-specific transformations: “I get a lot of these clients, all of various ages, who have never really been able to get hair to match their natural texture,” she explains. “The client can straighten or curl the hair or leave it natural. Younger clients in particular are influenced by the curls of Sophie Piper and Maura Higgins.”

These curl-friendly extensions are available in keratin bonds, micro-rings and hand-tied wefts, allowing stylists to choose a method that suits the client’s natural texture and styling habits. From Tracy’s experience, bonded methods are often best, as she explains, “It allows the client’s hair to dry naturally or be diffused, and it will not fall out if they do not dry it properly.” That said, she acknowledges the practicality of wefts on curly hair: “The hand-tied wefts are slightly easier when trained in their method as the client only has to concentrate on getting the root area thoroughly dry realistically.”

With a growing toolkit of pre-layered tapes, invisible keratin-fused tips, featherlight bonds and texture-specific offerings, extensions are no longer one-size-fits-all. The focus is now on tailored solutions, time-saving techniques, and client comfort, without compromising the final look, as salons offer fully customised services, creating opportunities for higher booking value, client retention, and stronger referrals in the process.

GREAT LENGTHS

Creativity & Confidence

Long gone are the days when extensions were only used to add inches. While full transformations still have their place, the modern client is thinking smaller (and smarter). Whether it’s creating a fuller fringe, experimenting with colour, or supporting a short cut with extra density, extensions are now being used to elevate everyday styles in subtle, creative ways. “We’re seeing a big shift towards using extensions creatively,” says Dina. “Not just for length, but for adding colour dimension, fringe shaping, and filling in finer or thinning areas.” She notes that clients want flexibility without commitment: “They love having the freedom to experiment with looks like a full fringe, a French bob with hidden volume, or soft highlights, without committing to permanent colour or risking damage.”

For Kirby, the move is clear on the salon floor. “There’s been a definite shift towards tapes - and it’s client-led,” she explains. “It’s become a go-to for filler services too - think adding a couple of tapes to give a bob more density or fill in sparse areas at the front.” This subtle approach has also changed how stylists approach the topic of extensions during consultation. Beverley Rosser, owner of Great Lengths Elite Salon, Rosser, in Liverpool, says: “We’re seeing more clients looking for subtle, seamless results. They want hair that looks and feels like their own, just better.”

“WE SUPPLY PARTNERS ON OUR PARTNER-PLATFORM ‘MYHAIRDREAMS’ WITH READY-TO-USE SOCIAL PACKS THAT FEATURE DIVERSE AGES, TEXTURE AND HAIR-LOSS REALITIES - PLUS WE HAVE CAPTION TEMPLATES THAT SHIFT THE CONVERSATION FROM ‘BEAUTY ADD-ON’ TO ‘CONFIDENCE GAME-CHANGER’.”

Hair extensions, when used thoughtfully and professionally can be an incredibly empowering tool. Victoria adds: “Beyond adding length or volume, extensions can restore a sense of normality for clients experiencing thinning or shedding.” Tracy is also noticing a similar trend, particularly among clients looking to thicken or maintain shape while growing their hair. “Quite a lot of my clients use a thickening service as they have fairly fine hair, or I can fill in the gaps as they grow their hair,” she explains. “Many of these clients don’t want any length either.” Hair loss and hair thinning is a key area that many brands are supporting clients with, opening up the extensions’ door to a more diverse range of clients. “We supply partners on our partner-platform “myHairdreams“ with ready-to-use social packs that feature diverse ages, texture and hair-loss realities - plus we have caption templates that shift the conversation from “beauty addon” to “confidence game-changer”,” shares Lisa. The brand also runs focused webinars on language sensitivity and before-and-after storytelling helping salons speak to every client demographic.

Spinning the Colour Wheel

Extensions are also a smart alternative to colour treatments, especially for clients avoiding bleach or chemical processing. “I also add colour into my extension work, ideal if the client doesn't want to add a chemical colour or bleach,” Tracy adds. “I get a lot of satisfaction from this work as it can be challenging.” This approach opens up a new service category: low-commitment, low-maintenance enhancements that deliver instant results. It also offers a valuable upsell opportunity during colour consultations. “Take the current hot trend of colouring your hair buttery blonde for summer,” says Victoria.

BEAUTY WORKS

“Using hair extensions could be a great way of achieving that, without having to commit to a long-term colour change or causing damage through using bleach.” Dina echoes this growing demand for colour play without the chemicals: “You can add structure to a short cut, fullness to fine hair, or bold colour contrasts with zero bleach. It opens up so much creativity.”

Special Occasion Services

Whilst extensions on the surface may appear a long-term commitment, there’s a growing market for occasion-driven services. “More people are dipping in and out of extensions for holidays, weddings, or just to feel that little bit more confident for a while,” says Beverley.

For salons, this opens up new ways to position extensions as accessible add-ons or express appointments.“Stylists can fit side-filling Ultra Tips in under 30 minutes,” adds Victoria. “It’s an incredible way to offer service diversity and revenue.” No longer just as high-ticket luxury services, extensions can be marketed as accessible add-ons or express appointments. With the right training and menu options, stylists can maximise profitability without adding hours to the chair. (You can read more about bridal extensions on page 32!)

“WE CAN CREATE TAILORED SOLUTIONS FOR EVERY AGE, HAIR TYPE, AND CONCERN, WHETHER THAT’S POSTPARTUM HAIR LOSS, MENOPAUSE-RELATED THINNING, OR JUST A CONFIDENCE BOOST.”

The Inclusive Extensions Era

There’s no such thing as a “typical” extensions client anymore. And the salons embracing inclusivity are seeing not only greater client satisfaction, but stronger loyalty too. “We’re seeing a huge rise in the demand for hair extensions across all age groups,” says Victoria. “Over 50% of our sales are for 10–18 inches. That says a lot about what clients actually want.”

Clients of all ages are using extensions to add fullness, regain confidence, or simply improve their everyday styling options. According to Tracy, that means tailoring your consultation style to match their needs, not their age. “I think part of my appeal is that I am now 53 and I have more empathy with any client who is older, menopausal or perhaps has very fine hair or is suffering hair loss,” she says. “Many of these clients don’t want any length either.”

Extensions can also provide a low-maintenance alternative to frequent colouring or styling, offering visual impact without damage: a benefit Dina says is still underappreciated.“The thought that extensions are always heavy or damaging, that may have been true a decade ago, but today’s techniques and products like our Invisitip Nanobonds are lightweight, undetectable and protective,” she explains.

For Kirby, inclusive services start with the product range. “With different lengths, shades and the new GL Tapes Natural Cut options, we can create tailored solutions for every age, hair type, and concern, whether that’s postpartum hair loss, menopause-related thinning, or just a confidence boost.” At Rosser, Beverley credits Great Lengths’ range and education with helping her team offer inclusive services to all hair types: “The range of textures, colours and lengths available means we can tailor extensions to suit every client – whether they’ve got fine, straight hair or natural curls.”

Texture Talk

When it comes to textured hair, assumptions are still one of the industry’s biggest barriers. Esther Akinleye, founder of Hair by Esther and specialist in Afro and textured hair, says: “I think a lot of salons are intimidated by textured hair because the assumption is it requires a completely different set of rules. Hair is hair, and a lot of the same rules apply… all that is required is an openness to learn.”

That openness is leading to real innovation, especially in protective styling. “As we understand textured hair better, more women are comfortable trying other methods of extensions outside of the classic weaves and wigs,” Esther explains. “K-tips and tape extensions are becoming more popular… the sew-in and tape combo is a perfect example of innovation.” Weaves, which used to be viewed as dated, are now trending again. “Sew-ins (traditional weaves) are coming back in trend,” Esther says. “They weren’t as popular for a while as lace front wigs took over, but the demand is shifting.”

And when it comes to marketing, visibility matters. “People don’t know what you’re capable of if you don’t show them,” she adds. “A lot of women with textured hair will not assume brands or salons cater to them if it isn’t explicitly demonstrated.”

HAIR BY ESTHER

“SALONS SHOULD BUILD UP A PORTFOLIO OF CASE STUDIES USING THEIR EXISTING HAIR EXTENSION CLIENTS, WHO REPRESENT DIFFERENT DEMOGRAPHICS AND GOALS, TO DEMONSTRATE THE TRANSFORMING EFFECT WEARING EXTENSIONS CAN HAVE.”

HAIR BY ESTHER

Long Term Loyalty

In a saturated market, client trust is one of the few things you can’t shortcut. Whether it’s through education, aftercare or honest consultations, stylists who prioritise client relationships see higher retention and more wordof-mouth referrals. “A standout extensionist is someone who understands that success isn’t just about the fitting – it’s about consultation, education and aftercare,” says Dina. Victoria adds: “Salons should build up a portfolio of case studies using their existing hair extension clients, who represent different demographics and goals, to demonstrate the transforming effect wearing extensions can have.”

Sometimes true loyalty comes from going above and beyond to ensure client satisfaction, as Tracy reveals: “I always give my client the option of returning once they’ve washed their new hair… I also give my clients an open-ended invitation to come for extra cutting if needed.”

Futureproofing is Flexibility

Extensions are no longer just a beauty boost, with their versatility transforming them into a business essential. With an increasingly wide client base, smarter techniques, and a focus on customisation, extensions can help salons stand out, increase revenue, and build loyalty deeper than ever before. Just take the example of a recent Hairdreams MicroLines client with diffuse crown thinning who left the salon with invisible, hand-knotted extensions, styled into a chic lob, with no extra length added. “Her follow-up photos gained a 40% rise in social engagement for the salon and, more importantly, the client said she ‘finally has the confidence to book in meetings without a hat’,” shares Lisa. Not only are hair extensions a smart business move in 2025, but they are giving client’s a new lease of life too.