DEBATE

"Do you need a prominent industry profile to succeed?"

Three leading hairdressers discuss the importance of building an industry profile and how long it really takes

TOM SMITH, FOUNDER OF AEVUM SALON

1 A trade profile is a record of what you have proven you can do, built up over time in front of the people who judge the work. It includes your technical grounding, what you are known for, and the relationships you have built with brands, editors and other stylists.

Mine started with Vidal Sassoon and grew over two decades, through my time as Creative Colour Director at evo, launching OLAPLEX in the UK in 2015, opening my salon Aevum and working as Global Ambassador for K18.

A strong profile brings press requests, brand partnerships and clients who already trust your point of view. The biggest mistake is trying to look established before you have something specific to be known for. People chase visibility first and substance second, and it tends to show.

Building a genuine profile is slow work. You need to understand your core mission, what drives you and what matters beyond hair services. Building a voice on social media and investing in well-directed PR have made a huge difference for me. So has giving my time back through work with the British Beauty Council, judging awards and mentoring. Giving back keeps the energy flowing.

CHRIS FOSTER, THE PROFILE GUY AND CO-FOUNDER OF MENTORED BY MENSPIRE

2 Having an industry profile is essential for any creative who wants a truly rewarding career. It opens the door to meaningful opportunities, from more clients and education, to work in film, fashion and advertising and brand partnerships.

The problem is that not enough people know how to build one. Just as a stylist has their hairdressing tools, you need a set of profile-building tools ready for the next opportunity. A personal website, media kit, strong bio, professional profile picture, written content around your area of expertise, social media and a showreel are all essential assets.

Without a profile, you are relying on word of mouth and social media snapshots, and can miss out on bigger opportunities. Those opportunities tend to go to people who look ready for them. Having everything in place means you are not scrambling to look professional when an opportunity comes along.

People often wait too long to show what they can do. You need to start early rather than waiting until later in your career. As for how long it takes, there is no finish line. Some of the biggest names in the industry are still building their profile. As long as you are working, there are always new opportunities and new reasons to keep building.

EMMA SIMMONS, NORTH EASTERN HAIRDRESSER OF THE YEAR

3 Having an industry profile can open doors, but I don’t think you can force it or expect it to happen overnight. Mine certainly didn’t. I’ve built my career slowly and steadily. Being based in Thirsk rather than London or a major city has meant putting myself out there, continuing to learn and giving people a reason to notice my work.

For me, that has meant entering awards, creating photographic collections, educating and getting involved with the industry, while finding the areas I genuinely wanted to be known for. Textured hair has become a huge part of that. Once you find something you love and keep developing your knowledge and skills, people gradually start to associate you with that space.

Perseverance is probably the biggest thing. I entered North Eastern Hairdresser of the Year nine times before winning the title in 2025. Every time I entered, I learnt something and got better. I’d never tell a young hairdresser that building a profile takes two, five or ten years because there isn’t a set timeframe.

Concentrate on becoming really good at what you do first. Enter things, turn up, educate yourself, meet people and take the opportunities that come your way. Recognition tends to build from there. Sometimes you have to keep knocking on the same door for a long time before it finally opens.