Has the Big Influencer Model Run its Course in the Hairdressing Industry?

By Emily Ciardiello

I’m Emily Ciardiello, CEO & Co-founder of the globally renowned brand, Foil Me. For 11 years, I have worked to revolutionise, innovate and disrupt the foil category, creating and delivering artistic, practical and efficient foils with our signature embossing, to enhance the lives of colourists.

A key part of our business, and one that I love doing, is connecting with our community through social media and in person. For over a decade, I’ve witnessed the social media landscape change for both brands and individuals, and the hairdressing industry has not been immune. Which brings me to this question: Has the big influencer model run it’s course in the hairdressing industry?

Once upon a time, social media was the ultimate gamechanger for hairdressers. It gave us a platform to showcase our work, connect with like-minded creatives, and build businesses that extended beyond the salon chair. But now, as the influencer economy reaches saturation, we have to ask: Has the big influencer model run its course in the hairdressing industry?

The Image Influencers Portray

For many years now, social media has glamorised the life of a hairdresser who is an influencer for a brand: the jet-setting, the VIP events, the never-ending product partnerships. But what message is this sending to aspiring hairdressers, young apprentices and emerging colourists? The reality is, hairdressing is built on skill, connection, and passion—not just aesthetics and engagement rates.

I was recently told a story that really hit home. A hairdresser attended a major industry event, eager to network and learn. They approached a well-known figure in the industry, only to be completely snubbed – no eye contact, no acknowledgment, just sheer dismissal. The worst part? The snubbed stylist had no idea why. It left them questioning their own value and relevance in the so-called hairdressing hierarchy.

Does this kind of thing happen in other industries? Absolutely. But should it be happening frequently in an industry known for its kindness, respect, and support? Absolutely not.

Social Media: Business vs. Individual Brand

Social media has become a powerful tool, but do we need to differentiate between using it as a business strategy versus chasing personal fame? In the beginning, social media was about growing clientele, educating teams, and sharing the artistry of hair. But when the focus shifts to individual popularity - chasing likes, followers, and the next brand deal - does it still serve the industry as a whole?

There’s a growing divide between hairdressers who simply want to do their job and those who feel pressured to be social media stars. And let’s be real - not everyone wants to be an influencer. The murmurs in the industry suggest that many are sick and tired with the pressure to “perform.” After all, isn’t the craft itself enough?

Is the Influencer Model Bringing Hairdressers Together?

Social media is supposed to connect us, but has it created more division instead? Competition for brand deals, invites to VIP events, and the “cool crowd” at industry events has made some colourists feel like outsiders in their own profession. If the influencer model isn’t fostering community or lifting others up, then what real value is it bringing?

There’s nothing wrong with celebrating successes, but when status takes precedence over genuine human connection, we have a problem. What happened to supporting one another? To collaborating instead of competing? To simply being lovely to each other?

The Right Kind of Representation

While the big influencer model might be losing its charm, there are still ambassadors showing us how it’s supposed to be done. These professionals are grounded, represent brands they truly love, and have built relationships with the companies they represent long before earning the ambassador title. They mainly showcase their expertise —not just GRWM videos, their latest bikini or designer item. Are these the kinds of people our youth and brands should be looking for to represent them? If we are to elevate the hairdressing industry in society’s eyes, then I think it is. Ultimately, it’s up to both the brands, existing hairdressers, and the next generation of apprentices to decide what kind of professionals they want to be and look up to.

What’s Next?

It’s time to reassess the role of social media in our industry. Does it have value? Absolutely. Should we let it dictate our worth? No.

Hairdressing has always been about people - about making someone feel incredible, whether they’re sitting in your chair or standing beside you at an event. It’s about the art that these hair artists create, and who they are as a professional. Don’t get me wrong – it’s important to show your personality because that is being real, but how far do we go and what responsibility do we have to be role models for the future generation of hairdressers?

So, for those who just want to do their job without the pressure to “perform” online - know this: you are enough. Your skill, your passion, and your kindness are what truly matter. You are being seen. And if the influencer era has made you question that, then maybe it’s time we, as an industry, shift the focus back to what’s real, what’s authentic. What do you think—has the influencer model run its course?

@foilmefoils @foilme.thedressinggownceo www.foilme.com.au