Promoting your beauty business

A flurry of start-up companies were born in lockdown, many of them beauty businesses, but will they survive

the first year? WORDS BY KERRY SMITH

Data produced by O2 found that 2,646 hairdressing and beauty companies were incorporated in the UK in 2020 – and that was just between March and June.

Unfortunately, around 20% of start-ups are dissolved in their first year, according to Fundsquire. The most common reasons for this seem to be a lack of understanding of the market, insufficient planning, and going on to employing people who aren’t right for their small business.

One small beauty business owner who defeated that firstyear curse was beauty marketing coach Jenna Leigh, owner of JL Mentor. She’s concerned that beauty business owners will invest in their craft, but not how to run a business.

She said: “People fear setting up their own business or growing it because they don’t know where to start. They might feel lost, overwhelmed or have no structure.”

Jenna started up her own permanent makeup business six years ago. “I was a quitter,” she confessed. “By the time I was 31 I’d had over 20 jobs. I just always knew in my stomach that I wanted to work for myself. I always followed my instincts and I hope I can inspire people with that.”

Working full-time and running a mobile beauty business in the evenings and at weekends whilst pregnant, and fitting in rehearsals twice a week for musicals she was involved in wasn’t easy. She then set up a training academy, teaching people her beauty skills. It hit a six-figure turnover in its first year, she told me.

“In lockdown, I went on to teach anyone in the beauty, permanent makeup or aesthetics industry to learn how to scale their business to success. I then set up JL Mentor, because I realised you’re not taught how to make money. You’re taught the skill, but nothing around running a business.”

Jenna sold half of her original beauty business after the coaching took off. “I didn’t want to hire a manager who didn’t care about the business. By selling half of it, I pull the strings and generate income while my business partner runs the day-to-day operations.”

JL Mentor’s first Academy Builder Programme launched in January, helping others set up beauty training academies. Some of Jenna’s programmes are selfstudy based with weekly meetings and others are structured, setlearning courses helping business owners define their ideal client, understand sales and marketing, and create content that resonates.

“We invest our money into skills, but not into the sales and marketing side of business. Having a coach is an investment and to make money, you need to invest money and have financial intelligence.”

Business owners new to the beauty industry, or those who need some guidance as they grow, can book a free call with Jenna to go over plans and gain honest feedback with no obligation – Jenna just loves to help. Go to jlmentor.co.uk to book.

Check Jenna’s Facebook page @PMUMarketingMentor for masterclasses and free social media resources.

PEOPLE FEAR SETTING UP THEIR OWN BUSINESS OR GROWING IT BECAUSE THEY DON’T KNOW WHERE TO START