Scratch Magazine March 2023 by scratchmagazine

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Nineteen years of... ®

Issue 239 Managing editor Helena Biggs helena.biggs@scratchmagazine.co.uk Publisher Scott Derbyshire scott.derbyshire@scratchmagazine.co.uk News & features writer Chloe Randall chloe.randall@scratchmagazine.co.uk News & features writer Rebecca Hitchon rebecca.hitchon@scratchmagazine.co.uk Copywriter Callie Iley callie.iley@scratchmagazine.co.uk Art editor Jessica Wilkie jess.wilkie@scratchmagazine.co.uk Group sales manager Ian Archbold ian.archbold@scratchmagazine.co.uk Accounts Lisa Ebbens lisa.ebbens@scratchmagazine.co.uk Co-founder Alex Fox Editorial/Advertising office 1 The Courtyard, Market Square, Westerham, Kent TN16 1AZ

T: +44 (0) 1959 547 000 ISSN 2635-0327

for dark nail shades s you swap out y for ad re s, ht fun brig pastel hues and ving gi er id ns co is, ed seasonal mani/p o. to , ce odel a spru your business m e er th is , es tim ging In these challen ost your bo d an ts en cli to attract more you can do e? lin bottom ing. or time-consum have to be big tail re in Changes don’t g tin es profile to inv to your Instagram ur k yo lin lp ing he ok to s bo tip a with From adding packed this issue y and il space, we’ve ost of Mother’s Da m the e items for your na ak m s, Plu al. , such nti ies te eg po l at str ful its keting posts and business reach rs-by. with simple mar sse ns pa sio of ca on oc nti al te at other season y to attract the pla dis ow nd wi your as changing up s s and technique -date with trend -to up ep ke to ts. e imperativ clients’ reques What’s more, it’s how to fulfil your to ensure you know to , – and products rld er wo m il m na su g/ in the to note for sprin s nd tre y ke 10 . Take a look at p from page 38 m – in our roundu help create the immerse ur business and ek to focus on yo we s ch wa ea I e s. es tim Putting aside gevity and succ rs Awards ws can aid its lon Sta ne h try tc us ra Sc ind in yourself entering both the u yo of y owing an sh m d so s last month, an delighted to see tist competition Ar il le. ofi Na r pr ur Sta yo ’s and The World and enhancing of his growing, learning t os to t m en the itm es m ak m your co shares how he m ile you wait for teran, Mino Vo, and take note wh Competition ve ad re so th, on lumn this m month. success in his co announced next mpetitions to be co th bo in sts ali the fin s with us by s and successe share your storie to e nu nti th! co grow Please do to support your team. We’d love contacting the Until next month,

Do you need to renew or update your Scratch subscription? Call +44 (0) 1580 883 844

Contributors Nail Alliance, Maddi Cook, Mino Vo, Clare Woodcock, Wizz Selvey, Hari Hatfield

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Helena Biggs Managing editor +44(0)1959 547 000 helena.biggs@scratchmagazine.co.uk

COVER CREDITS Image courtesy of Nail Alliance/Gelish Art director: Liza Samala Nail stylists: Danny Haile & Vu Nguyen Photographer: Lindsey Karnopp Stylist: Adriana Picarella Hair stylist & make-up artist: Teresa Vasquez Model: Josie Monroe of Scout Model Agency Gelish products are available in the UK via www.gelishmorgantaylor.co.uk, www.gsgroupuk.com and www.salon-services.com

Images courtesy of Pure Nails Shades shown are Bluebell, Fantasy, Fireflies, Folklore, Midsummer, Toadstool, Violet Skies and Wonderland from Halo Gel Polish Euphoric collection. Available via www.purenails.co.uk and associated stockists.

www.scratchmagazine.co.uk www.olympiabeauty.co.uk www.nailympia.com The publisher of Scratch magazine has taken all reasonable measures to ensure the information detailed in Scratch is correct at the time of going to print, and while every care is taken to avoid inaccuracies, the publisher does not accept responsibility for any errors or omissions from any information within this or previous editions. © 2023 SEED PUBLISHING LTD

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Contents MARCH 2023

FEATURES 18 28 34 38

A Seasonal Statement

Go behind-the-scenes with team Gelish at the photo shoot for this month’s fashion-forward front cover

Mother Knows Best

Get to know industry mums whose children have followed in their nail career footsteps

A Platform For Progress

Presenting Studio 74: a masterclass membership to boost the creativity & business acumen of nail artists

10 Top Nail Trends For Spring/Summer 2023

From playful artistry to shimmering finishes, explore the nail styles clients will be requesting this season

50 60 66

No Place Like Home?

Check out key considerations to note if you want to run your nail business from home

Ready To Im-press

Three nail techs share how creating & selling press-on nails complements their professional offerings

Quick Tips To Nail Your Instagram Profile

Heed advice to sharpen your Insta image & ensure it’s easy for potential clients to book an appointment

72 74 82 86

Mingling With Michelle

Reigning Scratch Stars Educator of the Year, Michelle Brookes, shares her career story, highlights & future plans

A Big Boost

Promote happiness in the workplace with pointers to support positivity & boost team morale

How To Make £££ From Retailing

Embrace the power of retailing & increase your bottom line with advice from a retail expert

How To Deal With A Bad Review

Salon owners & beauty business experts share how to manage negative comments about your services

REGULARS

10 24 26 46 54 56 58 64 68 70 76 78 84 88 90 96 98

Nail Nation The Hot List Calendar Girl Making Moves With Mino Vo The Scratch Scoop Readers Gallery How To Boss Your Salon Tech For Techs The Client Files The Halo Effect The Mobile Club Scratch Pads Tech Talk Through The Keyhole Strike A Pose Nail Clippings Fingernails In Focus

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Nail NATION

business

news & views

BABTAC launches T.I.M.E initiative to help consumers identify safe beauty services The British Association of Beauty Therapy & Cosmetology (BABTAC) has launched T.I.M.E, an initiative to help consumers signpost their way to salon safety. A regulatory checklist, T.I.M.E will provide the framework necessary to ensure that consumers are aware of what to consider when booking a service with a beauty therapist. T.I.M.E stands for: • TRAINING – What training and qualifications, including continual professional development (CPD), do you and your staff have? • INSURANCE – Are you insured and who by? • MONITORING – Do you carry out important pre and post-appointment processes such as patch tests, consultations and aftercare? • EVIDENCE – Can you provide certified proof of training, insurance and client testimonials? The initiative was officially launched by Lesley Blair MBE, CEO of BABTAC, at the Houses Of Parliament, with support from John McNally MP; Caroline Hirons, Beauty Backed Trust & ambassador founder; Millie Kendall OBE, founder & CEO of the British Beauty Council; Dija Ayodele, skincare expert & founder of the Black Skin Directory, and Candice Glanville, founder of Skin Group International.

ABT director to join City & Guilds industry advisory board Dave Horton, director of beauty and insurance membership provider, Associated Beauty Therapists (ABT), has joined the City & Guilds Beauty Industry Advisory Board (IAB). The appointment means that ABT will play a key role in representing Dave Horton employers and stakeholders within the UK beauty, hair and complementary therapy sectors to support the future of beauty and hair education. ABT will represent the insurance sector and raise awareness of industry insurance issues. Horton comments: “I am delighted to have been invited to join the Industry Advisory Board and support City & Guilds to pave the way for future skills demanded by employers. Alongside salon owners and representatives from HABIA, the British Beauty Council, NHBF and other such industry experts and professionals, we at ABT are delighted to have a voice in the future of our industry to help ensure our current and future members, supporters and accredited companies’ concerns and issues are heard loud and clear.” www.abtinsurance.co.uk

Sweet Squared adds KUPA E-files to product portfolio Blair comments: “Lack of regulation in our industry means that consumers are being exposed to potentially unsafe situations all too often, and so we’ve seen a wave of ‘botched’ beauty treatments in recent years as a result. This regulatory checklist aims to serve as a simple but effective reminder for consumers, to help them choose evidence-based, professional fit for purpose services, while minimising any risk.” Currently, the lack of legislation in the UK beauty industry means that those with little training can establish themselves as a ‘professional’ therapist. A survey by Beauty Backed postpandemic found that 56% of consumers believed the industry is regulated, highlighting the lack of consumer awareness surrounding the standardisation of qualifications and training. Millie Kendall OBE adds: “It is worrying that such a high percentage of consumers are unaware that the beauty industry remains largely unregulated, and demonstrates the need for widespread education. We’re pleased to be supporting BABTAC with the launch of the T.I.M.E initiative, which will help inform consumers on what they should be looking for when choosing a treatment, the questions they should be asking their therapist, and the potential implications that can arise when seeking services from unqualified individuals.” www.babtac.com

10 SCRATCHMAGAZINE.CO.UK

Nail and beauty distributor & training provider for the UK & Ireland, Sweet Squared, has added US E-file brand, KUPA, to its portfolio, offering the KUPA MANIPro Passport E-File, KUPA E-file bits and compatible handpieces. The MANIPro Passport E-File is a powerful, portable device with low vibration and noise. Compact and lightweight, it features forward and reverse buttons, and variable speed control. It can be fully charged in two hours, providing eight to 10 hours of battery life. The E-file can be paired with the light and short KP-60 handpiece, or the weightier KP-55 handpiece which offers a slightly higher RPM. Sweet Squared customers can also choose from a vast selection of KUPA E-file bits, ranging from Fine to XXCoarse in Carbide and Diamond and suited to shaping, filing and removal. Additionally, Sweet Squared has launched an in-house KUPA service centre for the UK. Named KUPA KLINIK, the centre is home to technicians available for repairs and annual services to keep customers’ KUPA E-files inoptimum condition. KUPA products are available via www.sweetsquared.com.

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Nail NATION

Mii course serves to support the natural nail needs of clients battling cancer

Gerrard International and Susan Gerrard Training Academy have launched the Mii Advanced Adapted Natural Nail Care Treatment course, in collaboration with The Power of Touch (TPOT). The comprehensive online course serves to build professionals’ confidence in delivering self-care services for clients undergoing cancer treatment, and after their treatment is complete. Developed over three years with Michelle Hammond, founder of TPOT, which offers accredited courses for beauty therapists and spas to support the wellbeing of clients facing conditions such as disease and trauma, the course requires each delegate to be a Gerrard International account holder in order to enrol. The course offers a range of modules across levels 1 and 2. Level 1 includes a course completion certificate, available to instantly download, and a final quiz. Level 2 is designed for beauty therapists who would like to build further knowledge and confidence in delivering nail treatments to those affected by cancer. It requires the submission of three case studies within three months of completing level 1. Once achieved, a CPD certificate will be provided, which can be awarded digitally or requested as a print version and posted within the UK and Ireland. Students can undertake the course at their desired pace, and completion time is around eight to 10 hours. It must be completed within 12 months of registering. To book, email academy@gerrardinternational.com.

Beauty Boss HQ announces merger Training and mentorship platform, Beauty Boss HQ, has announced its merger with distribution and training company, The Creative Beauty Group. The merger combines the 17-year history of The Creative Beauty Group, as a training provider of nail and beauty courses, with Beauty Boss HQ’s expertise in online training, social media, business skills and mentoring. CEO of Beauty Boss HQ, Layla Tourh, Layla Tourh comments: “We’re thrilled to take the beauty industry by storm with the ultimate one-stop-shop for all things education, salon supplies and mentorship. “With the combined expertise of The Creative Beauty Group and Beauty Boss HQ, we can offer our customers the education and resources to help them succeed in business.” www.thebeautybossacademy.co.uk

12 SCRATCHMAGAZINE.CO.UK

BBCo to promote beauty industry careers through Future Talent Programme The British Beauty Council has launched the Future Talent Programme, a beauty-specific career development programme to support up-and-coming industry talent. Backed by the Department for Education, The Careers & Enterprise Company and STEM Learning, the programme will be distributed via The Careers Hub Network to schools across England to inspire and educate young people. Education secretary, Gillian Keegan, comments: “From hair products to skincare, the beauty industry is a huge part of our daily lives – but its importance is more than skin deep. The industry is worth billions to our economy and as the Future Talent Programme will demonstrate, it offers a great route for young people to launch careers in science and technology. Doing an apprenticeship means students can earn while they learn and gain the skills and knowledge that businesses really value.” The Future Talent Programme includes a series of short films covering beauty and STEM opportunities in cosmetic science, sustainability, fragrance and technology, from voices such as Jamie Genevieve, Plastic Boy and The Welsh Twins. Millie Kendall OBE, CEO of the British Beauty Council, adds: “As a young person, I never knew of the abundant and fulfilling careers available in the beauty and cosmetics industry. I worked as a hairdresser, and only by trial and error did I end up with the colourful career I have managed to create. We want this programme to fast-track young people towards suitable career options, thus ensuring we have a seamless flow of talent.” www.britishbeautycouncil.com

Amanda Lodge-Stewart announced as NHBF president Amanda Lodge-Stewart, director of apprenticeship training provider, Link Training Academy, Huddersfield, has been announced as the National Hair & Beauty Federation’s president. Previously Amanda Lodge-Stewart vice president at the organisation, Amanda has been elected for a three-year term. She comments: “It is a great privilege to be appointed to act on your behalf, representing the thoughts, feelings and ambitions for the hair, barbering and beauty sector. As NHBF president, I will focus on raising the quality, culture and reputation of our sector. “I will explore issues around business growth and sustainability for the benefit of our employers, business owners and members. I will actively seek feedback and input from members on the issues we face and the priorities for our businesses, and will represent us wholeheartedly in sector debate, driving policy change which is led by the industry for the industry.” www.nhbf.co.uk

A COMBINATION OF QUALITY AND PROFESSIONALISM

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Nail NATION

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HONG KONG NAIL PROS SCOOP TOP TITLES IN CIDESCO GLOBAL AWARDS

Save the date: Your Best Year Yet Business Owners Retreat 2024 Following the success of Liz McKeon’s Your Best Year Yet Business Owners Retreat 2023, the event will return for its seventh year, running 13-20 January 2024. The retreat, hosted by McKeon, an internationally renowned salon expert & founder of the International Business School, offers salon owners the opportunity to blend education with wellbeing. The 2024 event is to be held in the fivestar, luxury Princesa Yaiza Suite Hotel Resort, Lanzarote. Attendees have access to a varied programme, consisting of immersive and hands-on group coaching, with 90-minute workshops with Liz, business networking sessions, morning meditation, morning exercise sessions, afternoon masterclasses, excursions and more. Retreat 2023 attendee, Naoimh Goodwin of Haven Holistics, Drogheda, comments: “The 2023 retreat was an experience I will never forget. Everything was organised from start to finish for a stress-free week in a luxury hotel. I met amazing, inspiring women at different stages of their career. It was the perfect start to the year to really focus on my goals, without the distractions of everyday life. “Everyone was happy to share their experiences and it was great to spend time with like-minded people. The morning meditations were such a calming start to the day, and allowed me to focus on my goals and what I wanted to achieve from the trip. I thoroughly enjoyed every minute and would recommend it to anyone.” For more information, visit www.lizmckeon.com

NAIL & BEAUTY BITES Blossom Tree Social is offering a subscription to Blossoming Hub, which helps independent hair and beauty professionals to grow a successful business, for £19 for the first 30 days, and £29 each month thereafter. The subscription includes videos, tools, resources and access to a private community of fellow pros. www.blossomtreesocial.com 14 SCRATCHMAGAZINE.CO.UK

NovaLash has been awarded a USA patent for its flexible lash extension adhesive formulas. Originally filing for the patent in 2007, NovaLash offers four exclusive adhesive products, including Platinum Bond, Platinum Bond High Speed, Royal Platinum Bond, and Sensitive Eyes. www.novalash.co.uk

Esteemed awarding organisation for beauty and spa therapy, CIDESCO, has announced the winners of its Global Awards 2022. The awards recognised the exceptional talents of students worldwide across beauty therapy, nails, make-up, western massage and spa. The nails and massage categories were new for 2022, and judges for the Nail Professional category were Scratch magazine’s managing editor, Helena Biggs; Marian Newman BEM; Andrea Gregaydis, and Kirsty MacCormick. The entrants to the category were required to create a marketing-style nail image that defined who they are as a nail artists, with marks awarded for nail skill, execution, and how well the finished artistry defined the theme. Entrants submitted a video of the nail creation and explanation of the theme, as well as still images of their nail creation. Tsui Ho Shan Agnes of Hong Kong, China, won the CIDESCO Nail Professional category, with her nail design that celebrated liberation; the courage to set yourself free from burdens and celebrate your own Tsui Ho Shan Agnes self and talents. The nails featured embossed gold chains and handpainted butterflies to represent freedom and flight. Runner up, Yuen Ka Wing, also from Hong Kong, created a peacock to represent courage and bravery, particularly Yuen Ka Wing post-pandemic. Hayley Snishko of mobile business, Home Sanctuary, Surrey, was the only UK entrant to scoop an award, winning the Western Massage category. She is also behind the Massage4MentalHealth campaign, which champions the use of massage therapy to aid in the treatment of mental health issues. www.cidesco.com

Nails by Tsui Ho Shan Agnes

Thérapie Medical Group has expanded its franchise with the opening of its first United States location. With 71 locations across the UK & Ireland, the Group will bring its medical and aesthetics treatments to a state-of-the-art clinic in the Flatiron district of New York City. www.therapieclinic.com

Nails by Yuen Ka Wing

BeautyPro has launched the world’s first 100% biodegradable pouch, as part of a global mission to reduce single-use plastics associated with sheet masks. It will be used with the brand’s biodegradable bamboo sheet masks. www.beautypro.com

Add style & luxury to pedicure services with REM pedicure units Salon equipment manufacturer, REM, has added two pedicure units to its portfolio. The Fantasy pedicure unit offers affordable luxury with no need for plumbing, with a stainless-steel basin that The Fantasy pedicure unit can easily be removed for cleaning. The basin can be stored under the seat when not in use. The Sienna unit brings style and comfort, with a height-adjustable footrest and 90-degree swivel seats for ease of access. The pedicure basin is ceramic and integrated into the unit, with a whirlpool function, push-button waste, and a lever tap with a pull-out hand spray. Both units are available in 25 fabric and laminate colours. For more information, visit www.rem.co.uk or email sales@rem.co.uk

The Sienna pedispa

DATES FOR THE DIARY

Nailympia ®

Globally renowned ion A R C HL M competition organisat 1 3 APRI COMPETITION s, 3 nal sio 2 fes for nail pro GERMANY 202 A I petitions, Com P pia ilym M Na March – 2 April NAILY ANY returns to Germany 31 GERM 2023. rf ldo at BEAUTY Düsse to reg ister, d an on ati orm For more inf ia. com visit www.nailymp h’s The finalists in Scratc 1 ine nail art onl bal glo L A P R I D’S competition, The RL O W L THE I World’s Star Nail A N STAR NALISTS Artist, will be unveiled I ge F T rms – and the challen ARTIS OUNCED across Scratch’s platfo , on ati orm ANN inf . For more stages will commence k/wsna. o.u e.c zin aga hm atc visit www.scr its Nailympia will host ‘ first competition in California at Premiere PIA M Y Anaheim, welcoming L NAI EIM pete across a number H nail professionals to com ANA ee divisions. thr of one of categories in on and to register, For more informati .com visit www.nailympia

RIL2 A PP R I L 3A

of Five finalists in each ‘ rs Sta h atc the 18 Scr 10 CH S Aw‘ards categories for T A R SC WARD 2023 will be revealed SA atch’s website and STAR NALISTS 12 midday across Scr FI UNCED at s. Finalists will be social media platform ANNO l time, before the fina and assessed for a second Scratch Stars Party ry is announced at the winner in each catego London. on Sunday 23 July in

L APRI

ng nails, Sweet Squared is bringi at The er eth tog hair and beauty 21-2 days two for m gha min Bir Vox, ng, rni lea and of networking VENT ate the THE E with a party to celebr akers spe te yno industry. Ke nder, Jan Arnold, and fou coD™ CN ing lud inc Tickets are e. anc end att will be in Marian Newman BEM sweetsquared.com. w. available from ww £125 + VAT each and

Y 2 MA

Create 3D styles that sparkle with Crystal Parade’s crystal mixes Crystal Parade has expanded its product offering with three crystal mixes: French Fancy, Wednesday Addams and Pretty In Pink. The French Fancy 3D Mix includes 100 Swarovski and Preciosa crystals with pastel and opal finishes in a mix of green, pink and yellow hues. It has both flatback crystals and 3D pointy back crystals. With a dark, smoky palette, the Wednesday Addams Bumper Mix takes inspiration from the iconic character from The Addams Family. The mix contains 125 Swarovksi and Preciosa crystals, with flatbacks and pointy backs in Black Diamond, Jet, Jet Hem and White Opal. 3D Swarovski crystal hearts are mixed with pink and clear Swarovski and Preciosa crystals for Pretty In Pink, which offers a combination of 100 flatback crystals and 3D pointy back crystals. www.crystalparade.co.uk

Hair & Beauty Charity to host first Spring Party On Sunday 23 April 2023, the Hair & Beauty Charity will host its first Spring Party, at iconic London nightclub, EGG LDN. From 8pm until 3am, Hair & Beauty Charity will take over EGG London’s loft and outdoor terrace to celebrate the work of the charity, which provides financial assistance to hair and beauty professionals in need. Hairdresser, Nick Irwin, will lead on the decks, and tickets are priced at £25 per person and include a welcome drink and free entry to EGG. Tickets are available via www.hairandbeautycharity.org. Nick Irwin

SCRATCHMAGAZINE.CO.UK 15

Gelish® and Morgan Taylor® are pleased to announce the launch of the new Pure Beauty collection. With its dynamic range of subdued pastels balanced by popping spring hues, Pure Beauty takes you to a place where the loveliness of nature is at the tips of your fingers.

TEST THE WATERS

MODEL IS WEARING: RADIANT RENEWAL

LEAF IT ALL BEHIND

MALVA

RADIANT RENEWAL

AVAILABLE AT

gsgroupuk.com Georgie Smedley Group Phone: 01708 465900 www.gsgroupuk.com | Email: info@gsgroupuk.com

BED OF PETALS

PRETTY SIMPLE

COVERSTORY

A SEASONAL STATEMENT Fashion-forward, fun & fresh for spring, this month’s cover comes courtesy of the team at Gelish. Take a peek behind-the-scenes of its photo shoot with REBECCA HITCHON…

he season of new beginnings, spring offers an opportunity to blow away the winter cobwebs and embrace a renewed playfulness: a change that is depicted through Scratch’s March front cover. “We wanted to create imagery that felt avant-garde, funky and romantic,” notes Liza Samala, art director for the shoot & creative director at Nail Alliance, the company behind Gelish. When conceptualising photography for the brand, Liza’s role is to create mood boards based on fashion and colour trends. For this shoot, the team was drawn to the inclusion of sunglasses and floral details. “We felt that these created a fun, retro and wearable vibe,” Liza reveals. And this feeling perfectly demonstrates the Gelish ethos: to be at the forefront of leading trends and fashions, while

“We wanted to create imagery that felt avant-garde, funky and romantic.” 18 SCRATCHMAGAZINE.CO.UK

COVERSTORY

“The pink and black hues were chosen to create contrast, and the long stiletto nail shapes allowed us to add drama and ensure space to show the underside of the nails in the imagery.” ensuring its products remain accessible and exciting to nail techs and their clients. “In our photo shoots, we typically opt for classic, timeless looks that have trendforward elements,” says Liza. “We started creating this look using spring staples: a pink sweater, sunglasses and a pink nail style. We were then able to spice it up with fun and fashionable elements, such as custom floral sunglasses, 3D flowers running down the ring finger, a black nail shade to contrast with the pink, and a lace pattern on the underside of the nail tips.” When the Nail Alliance team came together for the shoot day in December last year, it was the nail design that took the most time to complete and perfect. “Capturing the shots took the least time, as the styling of the nails complemented the wardrobe and accessory choices perfectly,” Liza tells Scratch. “Our photographer, Lindsey Karnopp, has also been working with us since 2016, so she knows how to capture the Gelish aesthetic.” Wardrobe & prop stylist, Adriana Picarella, is also a go-to photo shoot team member for the company. “She worked closely with Danny Haile (Nail Alliance CEO & founder) and I when producing the sunglasses and jewellery, to ensure she created the vibe we desired. These custom pieces then inspired the nail art.”

>> SCRATCHMAGAZINE.CO.UK 19

COVERSTORY

NAIL TALK

Danny Haile and Nail Alliance artist, Vu Nguyen, created the nail design for the cover shoot, based on the concept looks from Liza. “We wanted to make the nail look stand out through all of the design elements, especially 3D nail art,” the pair comment. “The pink and black hues were chosen to create contrast, and the long stiletto nail shapes allowed us to add drama and ensure space to show the underside of the nails in the imagery, on which we applied a pattern.” When asked what they love about the finished nail look, the pros agree that they are pleased with its edginess. “The nails are not a typical spring style, but they definitely stand out. We believe it’s the first time that a foil pattern has been applied on top of a nail tip but is visible underneath. “The nail look was created using Gelish Soft Gel Tips in Long Stiletto. These tips made it easy to achieve flawless nails with great accuracy,” continue Danny and Vu. It was Danny who had the idea to showcase a lace pattern underneath the nails. “This was able to be done prior to applying colour, as Gelish Soft Gel Tips are clear,” the duo explains. “To create the pattern, we first applied the tips and buffed them with a 180-grit buffer.” The pair then applied a foil transfer gel and their chosen white foil pattern. For the black elements in the nail style and to successfully showcase the foil design, Gelish Soak-Off Gel Polish in Black Shadow was applied. Gelish in Look At You, Pink-achu! was chosen for the pink nail tips, and required a white colour layer over the Black Shadow base shown on the underside of the nail. Gelish No Cleanse Top Coat was applied over the colour, before 3D flowers were glued onto the enhancements and adhered to the nail plates.

“We wanted to make the nail look stand out through all of the design elements, especially 3D nail art.”

TREND NOTE

“Standout looks, such as chrome and metallic nails, are here to stay throughout 2023 – and we’ve subtly incorporated this type of effect to the underside of the nails on this front cover,” comments Liza Samala. “For spring specifically, we will see a rise in geometric pattern nail art and chunky accent nails. Think big rhinestones for a staple accent nail.” The art director adds that pastels are back for the season, but notes that they won’t be as neutral as has been seen in previous years.

20 SCRATCHMAGAZINE.CO.UK

COVERSTORY

COVER CREDITS

Art director: Liza Samala

Nail stylists: Danny Haile & Vu Nguyen

Gelish products are available in the UK via: www.gelishmorgantaylor.co.uk www.gsgroupuk.com www.salon-services.com

Photographer: Lindsey Karnopp

Stylist: Adriana Picarella

Hair stylist & make-up artist: Teresa Vasquez

Model: Josie Monroe of Scout Model Agency

/GelishOfficialUK /GeorgieSmedleyGroup /SalonServicesUK @gelishofficialuk @georgiesmedleygroup @salonservicesuk

SCRATCHMAGAZINE.CO.UK 21

21st May - 22nd may 2023 The Vox, Birmingham The show | The Party | The Education

BROUGHT TO YOU BY Distributed exclusively in the UK and Ireland with Love and Respect

Nails, Hair and Beauty will come together for the first time for a chance to learn, network and party under one roof and celebrate our incredible industry. Meet and learn from some of the biggest names in Nails…

JAN ARNOLD

Co-Founder & Style Director of CND™

MARIAN NEWMAN Fee Wallace liza smith

CREATIVE BRAND AMBASSADOR for CND™

UK BRAND MASTER FOR CND™

CND™ EDUCATION AMBASSADOR AND SALON BUSINESS COACH

Scan the QR code to discover more about THE EVENT.

sweetsquared.com 03 3 3 0 0 0 70 0 0

NEWPRODUCTS

HD Pro Nails Design It! Colour Gel £12.49 + VAT www.hazeldixonnails.com Twelve highly pigmented hues have been added to the HD Pro Nails Design It! collection; six pastels and six sparkling shades. The fileoff colour gel can be used for nail art and one stroke creations, or as a full colour over enhancements. Apply using a gel or art brush.

OPI Diamond Gel £54.18 + VAT www.trade.opiuk.com Diamond Gel is OPI’s 3-in-1 hard gel system that allows pros to build, overlay and sculpt, while delivering strength, durability and a high-shine finish. The odourless and lightweight 30g gel provides around 92 services per pot, and is available in five iconic OPI shades, as well as a clear gel. Also available is Base Gel and Gloss Top Sealer. The system can be infilled every two to four weeks and is curable in an OPI lamp, such as the OPI Star Light. A Diamond Gel bundle is available for £279.48 + VAT, featuring four Diamond Gel hues and the clear gel, as well as Base Gel, Gloss Top Sealer, a marketing material package and one day of OPI education (15% saving).

List THE HOT

Scratch scours the industry for the latest nail & beauty products to captivate clients & lend a helping hand to your services

Vu Nail Systems Professional Brush Set £31.67 + VAT www.vunailsystems.com Ideal for multiple nail needs, this brush set features a #6 Oval Gel Brush, 7mm Design Brush, 9mm Liner Brush and #12 Kolinsky Pinched Brush. The brushes are available individually and as a complete set.

24 SCRATCHMAGAZINE.CO.UK

NSI Polish Pro £10 + VAT each www.nsinails.co.uk Back by popular demand are three NSI Polish Pro gel polish shades; violet Sticky Taffy, bright orange Jawbreaker, and dark brown crème All Hands On Deck. The brush-on, soak-off formula offers great coverage in up to two coats, with a high shine finish.

Light Elegance The Candy Shop ButterCream Collection £81 inc VAT www.lightelegance.com Six super-sweet shades make up The Candy Shop collection from Light Elegance, which is also available in Gel and P+ Gel Polish formulas. Standout hues include the cool green, Minty Fresh, and bright carnation pink, Lollipop. The ButterCream hard gel formula is highly opaque and smooth to apply, offering a finish that lasts around four weeks.

NEWPRODUCTS

Arabella Fantasy Nail Forms £19 + VAT www.becreativenails.com Practice nail designs, smile lines and create your own gel stickers with these reusable forms. Ideal for beginners and nail artists, they can be used to help perfect skills or craft 3D elements for fantasy designs. Each pack contains 20 flexible tips; two of each size, with C-curves. Glitterbels Pretty Pastel Unbelievabel Gel Collection £56.95 inc VAT www.glitterbels.com This pastel palette of gels is ideal for long-lasting spring nail creations, and features the likes of Luscious Lilac and Blue Avenue. Highly pigmented, the six file-off, no-wipe Unbelievabel Gels in the Pretty Pastel collection are available individually for £9.95 inc VAT.

Protein Formula For Nails £7.50 + VAT/RRP £14.95 each www.protein-nails.com Choose from four prescriptive nailcare products to tackle your clients’ nail needs; each packed with protein to support strong and healthy nails in as little as four weeks. Designed to be used regularly as a base coat, the products are 1 – I Maintain, for healthy nails; 2 – I Grow, for thin and peeling nails; 3 – I Hydrate, for dry, flaky nails prone to breaking, and 4 – I Strengthen, for damaged nails.

LP Cuticle Balm £13.50 inc VAT www.lpnails.com Hydrate the skin and cuticles with this handy balm, enriched with echinacea purpurea root, which has anti-inflammatory properties. Made in Yorkshire, UK, the balm is an ideal retail item and features LP’s signature scent, which includes notes of amber, violet and sandalwood. A Balm & Brush Set (£16.50 inc VAT) is available, with the LP Scent Brush assisting application at the sidewalls.

Halo Gel Polish Euphoric Collection £5.95 + VAT each www.purenails.co.uk Enchant clients with the eight shades in the Halo Gel Polish Euphoric Collection from Pure Nails. The sparkling hues include blush pink Fantasy, yellow-toned Midsummer and green glitter Wonderland, formulated to help you create dazzling nail looks for spring and beyond that last up to three weeks.

SCRATCHMAGAZINE.CO.UK 25

DIARYDATES

CALENDAR

GIRL

Put a spring in your clients’ steps this March by marking notable dates with treats for hands, nails & feet

MARCH

Nailscopes

Around one in 10 women are affected by endometriosis, the inflammatory condition where endometrial tissue grows outside of the uterus. 1 March marks the beginning of Endometriosis Awareness Month, which aims to increase awareness and understanding of the condition. Nail pro, Claire Milburn of Blush Nail Beauty, Stockton, shares how endometriosis impacts her work in an interview with Scratch. Scan here to read

2 We love these purr-fect cat portraits by @yanpaintsnails.

L’OCCITANE has collaborated with Women’s Aid for International Women’s Day 2023, donating £2 from the sale of every Give Back Hand Cream Trio to the charity, which aims to end domestic violence towards women and children. www.loccitane.com

Mother’s Day

Popularised by a festival in Toronto in 2008, Alien Abduction Day offers an opportunity to create out-of-this-world nail styles.

Mothering Sunday is a day dedicated to honouring mothers and maternal figures. Put the spotlight on retail items that clients can gift, and promote vouchers for your services so clients can indulge their loved ones with a treat. Turn to page 28 to read about the mums and their children who work together in the nail industry.

26 SCRATCHMAGAZINE.CO.UK

UFOs and aliens feature in this fun manicure by @jennyvanhoy83.

.nails

International Rescue Cat Day

Show your love for cats with handp painted ainted nail designs, while raising awareness about the importance of protecting felines. Consider donating a percentage from cat-themed nail art services to a local animal shelter or charity to support this day.

International Women’s Day

International Women’s Day aims to encourage a diverse, inclusive and gender equal society, and the theme for 2023 is #EmbraceEquity. Use this date as a reminder to celebrate women in your life and workspace, and to educate yourself and others on the importance of gender equity.

.com/jark

Endometriosis Awareness Month

This sleek black overlay by Jiak Hing, Scratch Stars Gel Polish Stylist of the Year 2022, features gold Pisces signs and celestial details.

Instagram

Those born in March fall under the Pisces or Aries star signs; both honing passionate traits. This month serves up time to focus on growth and development, bringing motivation to embrace opportunities.

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12 13 14 15 16 17 18 @queenbcreative_ celebrates International Women’s Day with this colourful nail style.

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Glitterbels Unbelievabel Gel in Dreamboat £9.95 inc VAT www.glitterbels.com

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Transgender Day of Visibility

This date celebrates the trans community and aims to raise awareness of discrimination and transphobia. Offer pink, white and blue shades in the salon to show support @_rosenailbar_ uses the trans and allegiance.

OPI GelColor in NFTease Me £19.90 + VAT www.trade.opiuk.com

pride flag as inspiration for this nail design’s colour palette.

NEW COLLECTION

8 NEW trend inspired shades. Available at wholesaler now.

#Gellux

www.salonsystem.com

@salonsystem

Mother knows best

TECHTALK

To mark Mother’s Day on 19 March, Scratch celebrates the mums & children working alongside one another in the nail sector CHLOE RANDALL REPORTS

The nail industry is often described as ‘one big family’, but for many nail brand owners, techs and educators, this is a reality. Due to the personable nature of the industry and its numerous family-run businesses, many people in the sector work with their husbands, wives, parents, siblings and in some cases, even the family dog. To celebrate Mother’s Day on 19 March, Scratch shares the stories of mums and children who work together in the industry…

Belinda Price and daughters, Lucy, Jessica, Natalie & Catherine Belinda Price journeyed into the nail industry at the age of 16, after being introduced by a friend and landing a job in a salon. She then went on to work as a mobile nail tech while her children were young and opened her own salon, NailSpa, in Huddersfield, over 20 years ago.

While Natalie has fond memories of the Christmas rush period in the salon and the team spirit, Catherine recalls her experience as a model for a nail competition. “I returned to school after the competition with an apology in my planner about my long nails, which broke school rules. The teacher somehow hadn’t noticed my long L&P acrylic enhancements; one hand showcasing a French and on the other hand a red style, before reading the note.”

Daughters Lucy and Jessica run the salon, while Belinda focuses on her role as OPI’s UK&I education & capability manager. Natalie and Catherine are also qualified nail techs and have previously worked in the salon.

Jessica explains that Belinda has offered guidance on providing a great service for clients of the salon. “People think that it’s easy to work in the family business, maybe even an easy option, but the truth is that expectations are high; mine especially,” says Belinda.

Lucy comments: “I’ve always enjoyed the salon environment, so much so that after completing my A-Levels, I decided I would work at NailSpa for a year. Working with my mum and the team motivated me to do my training and 10 years later, I’m embracing new challenges of my own.” “All of my daughters worked in the salon to earn money while at school, and as they began to show an interest in nails, they attended the relevant courses to allow them to safely perform treatments,” shares Belinda. “They have also worked for brands at trade shows, been my competition models, photographic models, business advisors and so much more.” 28 SCRATCHMAGAZINE.CO.UK

“Over the years, we have learned each other’s strengths and weaknesses, and work well as a team. We recently renovated the salon and can agree that we work better together at painting nails, rather than walls! We are each other’s fan club and are very supportive of one another,” smiles Lucy. When reflecting on her favourite moments with her daughters in the industry, Belinda says: “It’s been wonderful to attend (and occasionally win) some of the industry awards. It’s a great reflection of the whole team. We supported Lucy at the 2022 Scratch Stars Awards, as it’s great to attend events like that as a family.”

TECHTALK

Charli Jepson and daughter, Adonia After receiving a grant to train in nails, Charli Jepson took the leap in order to provide a better life for her and her daughter, Adonia. Charli is now in her third year as head of education for Glitterbels, and Adonia is the Lancashire educator for the brand, running classroom and online training in Blackburn and at HQ. “Adonia expressed an interest in doing nails throughout her teen years, but after she had major back surgery at just 14, I was reluctant, as I didn’t want her to ever be in pain,” reveals Charli. “However, she was very persistent, so as soon as she turned 16, I signed her up for training. I would say I’m harder on her than anyone else! When lockdown hit, she lost motivation and I encouraged her to watch my Glitterbels online courses every day, so that she could take notes and understand that education is not just about being talented at creating nail looks. “When she completed her training course, she shadowed me until she took classes on her own. She’s so confident in a room and I’m amazed daily by her.” Adonia adds: “Many young girls would love their mum to be their nail tech, and I’m lucky to have one who is fantastic. Friends have begged me to let her do their nails, and I love watching her create wonderful designs and tell stories about events she’s worked on. A great memory was going to London with her while she did nails for X Factor. It was surreal to turn on the television that night to see the nails that my mum created on Nicole Scherzinger. My mum is so hardworking and an amazing educator and tech, but she has always put being a mum first.”

Working patterns “Adonia is my best friend; we are connected in a way that I can’t even begin to explain,” smiles Charli. “Working with her is fun, hard graft and I am so proud of her. I love being with her, and the industry has embraced her with open arms, accepting that she’s not Adonia, Charli’s daughter, but a nail tech and educator in her own right, with great skill and nail knowledge.” “Working with my mum is so much fun, as she’s so entertaining,” adds Adonia. “Watching her teach is the same, as she has a way of making a whole room laugh while teaching them: myself included. She really is so supportive and I’m so grateful for her bringing me into this amazing world of nails. “When she won the Scratch Stars Educator of the Year award in 2018, I had just had major back surgery and I remember her calling me beforehand to tell me she was going to win it for me. When she did, I screamed the house down! Last year, I got to celebrate with her, as the Glitterbels educators took home Nail Team of the Year at the Scratch Stars Awards.”

Future thoughts Charli also explains that she has taught Adonia to be proactive, unreactive and to never stop and think ‘that’s ‘ it I’m good enough!’ “This industry is ever-changing so we have to move with it,” advises Charli. “Adonia handles herself in a way far beyond her years, and I respect and love that about her. She doesn’t believe she’s got to work less because she’s my daughter. In fact, the opposite applies! She works harder to prove herself, and the proof is the quality of work her students produce.”

Fiona Wallace and daughter, Fee In the run up to her 40th birthday, Fiona Wallace made the decision to start a nail business, after years of having her nails done by a CND™ education ambassador. She realised the potential to grow a business in an industry that was still developing in the UK. Now, Fiona is retired, but her daughter, Fee, followed in her footsteps and her current role involves testing, creating and innovating as part of Global Team CND™. She also works closely with Sweet Squared as the company’s CND™ brand master, providing online education and support for the CND™ community in the UK. Fiona introduced Fee to the industry by doing her nails. “I was still training as a nail tech while she was at school, and her friends were so impressed and wanted to model for me, which gave her the bug. Of course, she went on to surpass me in all things nail-related, but it was a joy to witness her skill and creativity improve every year.” Fee adds: “When my mum started in the nail business, I wanted nothing more than to follow in her footsteps, so began doing nails as a teenager, shortly after she did. We worked together, side by side in the salon, for many years. Our clients were from every walk of life, and it felt like we had our own panel of experts to call on whenever we needed their counsel. My mum taught me how to communicate effectively with all kinds of people. That special balance of being authentically yourself with another human being, yet still professional, is a magical skill to master, and I learned that on the job, from my mum in the salon.”

Achievements “My mum’s ambition and drive is something I have never seen in anyone else,” shares Fee. She has the most pro-active, problem-solving approach to challenging situations at work. I watched her thrive under pressure, as if it were the most natural and fun thing anyone could be doing. Therefore, I am most proud of her will and determination, which grew our business from a random wild idea, into something successful and meaningful. It was able to launch and support not just my career, but others in our family, as well as friends we made along the way. “Working together has been such a joy. Now that my Mum is retired, I can still talk to her about my working life and she understands. All the people I work with and the challenges we face – she has experienced them herself, and is a great source of advice and support.” “We have had such fun over the years, and shared laughs and tears with our customers and staff,” shares Fiona. “It’s been wonderful that we both know them and can tell stories about all the lovely and interesting people we have met.” SCRATCHMAGAZINE.CO.UK 29

TECHTALK

Geri Bangeeva and daughter, Ivana

Geri and Ivana with an award marking 15 years of successful distribution of the Cuccio brand in Bulgaria

For Geri and Ivana Bangeeva, a love for nails and beauty has run in the family for generations. Geri wanted to become a nail technician after visiting salons regularly from a young age with her mother, where she saw the happiness and satisfaction of clients when they left.

Geri has been in the industry for 30 years, and has become a beacon of knowledge for the nail industry in Bulgaria. She is an international distributor & educator for Cuccio in Bulgaria, Kosovo, Moldova, Cyprus and more. She also has been a Nailympia judge for eight years. Her daughter, Ivana, is also a nail technician and has been for six years. She works with Geri as a distributor & educator and is also hoping to start her competing journey. “The introduction of the nail industry to Ivana was gradual, as she spent time in the salon and then distribution became our family business, so everything around her was focused around nails,” comments Geri. “The love and devotion that I have for the industry has passed on to her.” Ivana recalls wanting to spend time in the salon as a child, to watch her mother work. “I grew up watching the popularity of gel polish increase and different trends appear. I saw how people were amazed by the fact that they did not have to wait for their nails to dry, and I too found it revolutionary. Ivana doing nails at a young age My mother lit the spark for my love of nails and has given me so many opportunities.”

Key values Geri prides herself on teaching Ivana the devotion, persistence, patience and passion that is needed to be a nail tech, and this teaching was demonstrated when Ivana led an education workshop at Cuccio’s International Education Summit. “As Ivana is young and my daughter, people were not taking her seriously when she was leading the workshop,” states Geri. “However, after she showcased her nail art, they changed their perception of her. “There are only positives to working with your daughter in the same industry,” she continues. “We are fulfilling each other, and she supports and helps me in many directions. She is double majoring in Business Administration & Psychology and is helping me with her knowledge. “Ivana is involved in the development and testing of new products, and she contributes with both her opinion as a nail technician and a sales person. She is taking care of the clients in the salon and has her own clientele, too.”

Ivana showing how to create a nail design in Costa Rica

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Celebrating 10 years of Cuccio Bulgaria

Susan Gerrard and children, Paul, Lisa & Danielle After Susan got engaged to her hairdresser husband, Ian Gerrard, nearly 60 years ago, the pair opened a hair salon. Susan enrolled at The Revlon School of Manicure so that she could complement Ian’s offerings with manicure services. The couple launched distribution brand, the Natural Nail Company (now Gerrard International), after Susan discovered Jessica Natural Nail Care. The company then went on to launch Mii Cosmetics, with manicure and pedicure products, and Gerrard International distributes a variety of brands in the beauty sector. Susan’s daughter, Lisa, is managing director of the company, other daughter, Danielle, is director of international sales, and son, Paul, is director of marketing and brand communications. However, for the family, it hasn’t always been easy. Susan suffered from breast cancer, and 12 years ago, so did Danielle. Since their recovery, the company works tirelessly to support charities who help people with breast cancer. “Seeing mum step beyond her breast cancer diagnosis and continue to work throughout her treatment gave me the courage to do the same, when I was diagnosed 12 years ago,” reveals Danielle. “I am so proud that the company supports charities for those who have been touched by breast cancer.” Along with the courage Susan demonstrated in her breast cancer journey, Lisa and Paul explain why they are proud of their mum. “Everything mum has done for the industry has made us proud, from putting manicures on the map as a standalone treatment within salons with the Jessica brand, to developing products that were ahead of their time,” comments Lisa. “She is a true trailblazer, recognising what the industry needs and then leaving no stone unturned to make sure we provide it. The introduction of Mii manicure and pedicure products has been the culmination of over 30 years in the industry.” “Mum is one of a handful of amazing women who have helped shape the UK nail industry. That is incredible and awe-inspiring,” adds Paul.

Passion & privilege “I feel very privileged that, as a family, we not only enjoy each other’s company at weekends and holidays, but during the working week as well, respecting each of our different strengths within the company,” comments Susan. “It’s important to laugh and we laugh a lot.” A poignant memory was when the family attended the Scratch Stars Party at Café de Paris, London in 2016, as Susan was to be presented with the Lifetime Achievement Award. The date marked Ian and Susan’s 50th wedding anniversary, and coincidentally, Café de Paris was the venue for the couple’s first date. As well as at industry events, Susan has been able to spend precious moments with her daughters, while continuing her love for nails. “I had weekly manicures in the build-up to my wedding, followed by a fabulous French manicure on the day,” comments Lisa. “One of my favourite memories I have was mum giving me the most beautiful French manicure for my wedding day,” adds Danielle. “It was such a special moment.”

TECHTALK

Hazel Dixon and daughter, Keileigh

Lezlie McConnell and daughter, Lexy

After giving birth in 2006 to her third child, Keileigh, Hazel decided that she wanted to do something that would enable her to work comfortably around raising her children. She enrolled in a beginner’s course with CNDTM and since then, has run a salon, founded Hazel Dixon Nail Artist Academy, launched HD Nail TV, and started a distribution brand for Akzentz and her own line of products, HD Professional Nail Systems TM.

On moving back in with her parents after a challenging time, Lezlie, a US nail professional, decided to make use of her business and marketing background to set up her salon, ‘Lexy’s Salon’, to help her provide for her two young children. She married polymer chemist, Jim McConnell, and expressed the need for a gel system that suited her needs. Jim created a formula and following great feedback from both Lezlie and her clients, they decided to sell the line, under the Light Elegance brand. They run the company from Redmond, Oregon, and Lezlie’s daughter, Lexy, is creative director. She has a background in art and a graphic design degree. “My mum started in the nail industry when I was 10 years old, so it is deep rooted in my blood,” shares Lexy. “I remember when mum would bring me to trade shows and we would go to amazing dinners with our educators, who would share their stories. I looked up to all the strong women, and all I knew at that moment was that I couldn’t wait to be a part of the team.”

Her daughter Keileigh’s role is part of the production and distribution side of her work. She creates the digital images, marketing and label designs for HD Professional, and helps with website updates. “Working in the nail industry wasn’t something I had ever considered, but I became very interested in training and product development when mum expanded her businesses,” Keileigh reveals. “While she was developing her products, I would ask her questions about the ingredients, and as I was studying GCSE chemistry, she’d ask me to explain in ‘easy to understand’ terms. It sparked an interest in nails and why certain chemicals are used, and I started to help my mum with explanations that could be used for training classes. “I am currently taking four A Levels (one being art), as I am very creative and love designing. I see similarities in what I am doing and what my mum does, and I know that I can use my skills to improve the design elements of her products.”

Working patterns “I love working with Keileigh, as she keeps me grounded and tells me how it is, and regularly suggests ways we can improve on what we do,” shares Hazel. “Yes, we have some disagreements as most mothers and daughters do, but it’s important to me to work with someone from a different generation with whom I can discuss ideas.” Hazel recalls a circumstance during lockdown, when she was preparing to launch her brand’s first gel polish range. “I was struggling with the right look for our marketing images, and lockdown meant we couldn’t complete a photo shoot, which was very frustrating. Keileigh offered to help and within a few hours, she had created all the images for the gel polish colours! I had no idea she could do that, and she was only 15 at the time. What she did was amazing and exactly what I needed.” “Mum is always striving to improve,” shares Keileigh. “She is a perfectionist and I admire that so much, and we collaborate well on designs and images. The best ideas form when we work together!”

Lezlie has taught Lexy to be respectful to everyone she meets and embrace what can be learned from others. “I encouraged her to believe in herself and be confident and strong, no matter what she chose as a profession,” she shares. “There is so much I didn’t have to teach Lexy. She has always been a person who shines no matter what she does. She has the natural ability to touch people in such a positive way, as she is the kind of person people want to be around: smart, positive, creative and full of amazing energy.”

Pride & progress Lexy reveals that she is most inspired by her mum’s passion for the industry. “It’s what drives me every day, and I carry that passion and love along with me through every step of my journey. “I love working with my mum as not only do I get to work with my best friend, but I get to watch, admire and learn from her every day. We get along great; we laugh and collaborate creatively, but I’m not afraid to speak my mind and stand up for myself if we have a disagreement.” Lezlie adds: “Working with Lexy is amazing, as she brings so much energy, excitement and talent with her every single day. We have such a special relationship. I am her mother, first and foremost, but there is a special friendship and respect that we have for each other. “I love working with strong women, and my daughter is one of the strongest women I have ever met. I admire her confidence and her ability to be brutally honest. Being around her creativity inspires me and feeds me, along with everyone else she works with. Working with someone you love so much is truly a dream come true and a beautiful blessing.”

SCRATCHMAGAZINE.CO.UK 31

INDUSTRYINITIATIVE

A PLATFORM FOR

progress

Are you keen to boost your creative & business skills? REBECCA HITCHON gets the scoop on Studio 74,a masterclass membership & community launched by popular London nail salon brand, DryBy

Krisztina Van der Boom

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uxurious, Instagrammable and a hub for famous faces (Meghan Markle’s bridal nails came courtesy of the brand), DryBy is an established name in the nail industry. With over 150,000 manicures delivered since its formation in 2015, the salon is expanding its focus from clients to pros with Studio 74, a digital platform designed to uplift nail professionals’ careers. “Studio 74 provides business and creative content and inspiration, bringing together a live community and enabling connection so that nail artists can elevate themselves to the next level,” says Krisztina Van der Boom, co-founder of DryBy & creator of Studio 74. “Its key values are content, community and connection.

“The content aspect comes from the business and creative masterclasses, which are recorded and available to watch at any time. The community element is powered by the technology platform that can be used at a pro’s own pace and on-the-go. It surrounds them with supportive, like-minded nail artists. Lastly, connection comes in the form of access to information and inspiration.” Studio 74’s business-related content includes marketing, branding and social media management classes, and creative topics include nail preparation and application techniques. A large part of the membership’s inspirational value is also in case studies from industry experts. “I saw a gap in the market for a space where people

INDUSTRYINITIATIVE

“I saw a gap in the market for a space where people can share real-life experiences, gained from building their careers or businesses.”

can share real-life experiences, gained from building their careers or businesses, and speak from lived experience rather than theory,” reveals Krisztina.

Benefits When asked why she feels industry case studies are crucial for nail pros today, the business entrepreneur explains: “Many nail artists work alone, build independent businesses, and are not surrounded by advice and guidance. It is very important for them to have a source of information and inspiration, which comes directly from like-minded business owners and independent pros. “Through Studio 74, nail artists will learn about the business principles we applied while building DryBy, and get to know some of the amazing professionals we have met along the way.” Krisztina’s first class on the platform focuses on brand building for small beauty businesses. Industry names that have joined the Studio 74 community include Marian Newman, who Krisztina describes as “an eternal

source of information and guidance: one of the most important advisors on our DryBy journey.” Via the membership, she offers insight into the session nail artist and editorial nail artist professions. Marian is joined by guest presenter, Georgia Rae, who discusses how she became her own boss and built a successful mobile beauty business in London. Samantha Cox of The Daily Nail leads skill-based training with live technical and creative workshops, and fellow digital creator, Mateja Novakovic, who is an artist at DryBy, hosts classes on content creation and social media management. With such varied resources available, all levels of pro can benefit from the platform.

“My hope is that the nail artists who are part of Studio 74 will view their careers without boundaries and limitations.”

“Some of our members are starting out in the nail industry and their focus is to master the manicure, so they attend the technical and creative classes. Some of our members are with Studio 74 to master their roles as business owners,” details Krisztina. For both groups, she has seen positive outcomes from enrolment. “I can see the shift in their perspective and mindset – be it business management or an improvement in their technical skills or confidence. “My hope is that the nail artists who are part of Studio 74 will view their careers without boundaries and limitations,” she continues. “I would like to demystify topics that are rarely talked about, helping them to see that they have endless opportunities.” Visit www.studio74.online to join the Studio 74 membership, which costs £47 per month. @studio74.co

SCRATCHMAGAZINE.CO.UK 35

ENCHANTING

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TRENDWATCH

Nails by Light Elegance educator, Ashley Biasella (@badash_nails), using shades from The Candy Shop collection, available via www.lightelegance.com

TOP NAIL TRENDS FOR

spring/summer 2023 Pluck out the pastel hues & carry on chroming – this season’s nail trends present shimmering finishes & playful artistry to put a spring in clients’ steps. CHLOE RANDALL takes a peek…

Celebrities are influencing consumer requests with increasingly bold and statement-making nail choices, and we’re seeing a variety of looks going viral across social media. Here, we’ve pinpointed 10 popular styles so that you can prepare for incoming client requests… HD Pro Colour It! In Crystal Orange £12.49 + VAT www.hazeldixonnails.com

These summery nails by Hazel Dixon feature a translucent finish, created using HD Colour It! In Crystal Orange with gold embellishments.

The GelBottle Inc in Glass Green £16.50 + VAT www.thegelbottle.com

@groovynailsbybea plays with a variety of fun and colourful translucent nail shades to create eye-catching nail tips.

Nailchemy Gel Polish in Water Sprite from the Poseidon Glass collection £12.50 + VAT www.nailchemy.co.uk 38 SCRATCHMAGAZINE.CO.UK

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TECH TIP

French nail stylist, @deuzenity, combines chrome details with a glasslike base for a powerful nail finish.

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The glass-like finish of ‘jelly nails’ has been popular for some time, and piqued when Kylie Jenner posted a pic showcasing the nail trend last year. It’s still going to be prominent for spring/ summer 2023 – but expect to create playful incorporations of the effect on enhancements, alongside full coverage coats.

Instagra

Jelly nails

Pack away the burgundy shades and indigo blues; it’s time to rejuvenate your nail offerings with sweet and spicy hues for spring/ summer 2023. But colour isn’t the only transition, as nail art styles and shapes are shifting for the new season.

“Influences from the ‘90s will be popular this season, and I predict requests for jelly shades with 3D elements,” reveals Learnah Starbuck, The GelBottle Inc ambassador. “Sharing images and Reels of you creating on-trend looks is a great way to promote what you can do, and show that you’re a step ahead of the curve. Turn to TikTok to check out and showcase viral trends.”

Sunshine shades

OPI GelColor in Silicon Valley Girl £19.90 + VAT

www.trade.opiuk.com

Embrace the warmth of summer with bold, bright and happy shades; ideal for complementing a tan. Tones of red, orange and yellow will prove popular on both fingers and toes, and play with nail artistry for looks that pop.

TRENDWATCH TREND

Coquette nails

The coquette aesthetic is irtatious and dainty, offering a nod to old-school femininity. The ‘coquette’ tag has over seven billion views on TikTok, with ‘coquette aesthetic’ scooping a further 1.4 billion. The look draws on soft, ethereal pastels such as lilac and pink, with the addition of bows, hearts, Entity Color Couture Soak-Off Gel Polish in I’ll Always Pink lace and pearls.

INK iLac Hybrid Gel Polish in i-106 Carribean Queen £10 + VAT www.inknails.com

/alyssan

ailedda

You £10.95 + VAT www.thebeautybossacademy.co.uk

We heart these nude enhancements by @alyssanaileddat, featuring pearly details on feature nails.

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Halo VIP, Hari Hatfield, switches up smile lines and adds dotty details using yellow and white Halo Gel Polish hues.

Halo Gel Polish in Fantasy £5.95 + VAT www.nsinails.co.uk

MARKETING MAGIC

“Creating on-trend nail looks on yourself, your friends or family members and posting on social media can inspire your clients’ choices for their upcoming appointments,” reveals Hari Hatfield, Halo VIP. “I have set up an updated ‘inspo’ Instagram Story Highlight for my clients to refer to for seasonal nail art picks.”

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Mii Colour Confidence Nail Lacquer in L’amour £6.75 + VAT/RRP £13.50 www.gerrardinternational.com

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eautyspa

NSI Polish Pro in Lemon Twist £10 + VAT www.nsinails.co.uk

Instagra

CND Vinylux™ in Cuddle Up £4.95 + VAT www.sweetsquared.com

Charlotte Herberts (@beautyspace_charlotte) embraces bold hues and flower power in this fun, chic design created using Glossify hues.

Light Elegance Color Gel in Lollipop £21 inc VAT

Coquette nails make for a romantic bridal look, as demonstrated by @sztnails with a pearly white and sparkly finish.

Instagra

Artistic Colour Gloss in Watch Me £12.95 + VAT www.louellabelle.co.uk

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Gelish Xpress Dip in Pretty Simple £19.95 + VAT www.gsgroupuk.com www.salon-services.com www.gelishmorgantaylor.co.uk

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www.lightelegance.com

Colour note

NSI Tech Gel in Romeo & Juliet £10.50 + VAT www.nsinails.co.uk

Iced Mango – a fruity orange with a tropical touch.

Cherry Tomato – a tempting red that calls out for attention.

Blazing Yellow – a heated radiant beam of sunshine.

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verglow

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Pantone’s Fashion Colour Trend Report Spring/Summer 2023 features standout colours for the season, which can be incorporated into seasonal nail styles. “Recontextualised with a modern edge, this season’s colours integrate tradition and innovation, marrying our need for brightness and vibrant positivity with quieting tinted tones,” reveals a spokesperson from Pantone.

Multiple trends combine in this mani by @overglowedit, which features a subtle French with a shimmering finish, topped with bows and pearls.

Light Elegance ButterCream in Bon Bon £17 inc VAT www.lightelegance.com SCRATCHMAGAZINE.CO.UK 39

TRENDWATCH

The Micro French

NSI Polish Pro in Voodoo Punch

£10 + VAT www.nsinails.co.uk

Preppy patterns

Preppy patterns may come and go on the fashion circuit, but they’re having their moment in the nail world. From gingham to polka dot, this nail style will have your clients dreaming of sitting on the steps of The Met; embracing their Glitterbels nail artist, @staceymachin, inner Blair Waldorf from shares a variety of patterns across nail tips Gossip Girl… in fun rainbow tones for spring/summer.

The French mani has been a timeless classic for as long as we can remember, and its popularity lives on – but with a minimalist twist. The Micro French (also known as ‘Skinny French’) has seen a 235% increase in internet searches, according to the Pinterest Predicts 2023 report, so ensure you’ve got fine detailer brushes to hand to perfect the look in your client’s chosen colours.

Entity Color Couture Soak-Off Gel Polish in Naturally Blue-tiful £10.95 + VAT

A bold blue tip makes for a chic nail finish, courtesy of Edinburgh-based tech, @studio.east_.

www.glitterbels.com

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Glitterbels Rainbow Fine Detailer Brushes (set of 3) £15 inc VAT

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NSI nail artist, Sarah Thompson, uses the brand’s Rubber Base in Opaque Nude with Polish Pro in Voodoo Punch to create this vibrant look.

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/studio

.east_

ails

www.thebeautybossacademy.co.uk

Think of picnics in the sunshine with this colourful gingham style by @joelyoceannails.

TREND TALK

Manucurist Green Flash in Bird Of Paradise £19 inc VAT

www.uk.manucurist.com

Artistic Pink Concealer Correction Gel £17.95 + VAT www.louellabelle.co.uk

“Preppy patterns were a hit on the spring 2023 runways,” reveals the Glitterbels team. “We will be seeing a rise in all things patterned, from stripes to polka dots, gingham check and floral prints.” CND Shellac™ in Happy Go Lucky £13.95 + VAT

ca ylvievac /nailsbys m.com Instagra

TREND TIP

Coral-coloured tips featured on the nails of models for Giambattista Valli’s Haute Couture Week show in Paris. Nails were led by Sylvie Vacca (@nailsbysylvievacca) using Manucurist products, including the Bird Of Paradise hue.

“The Micro or Skinny French will become a cult classic this spring/summer as an extension of a clean, preppy look,” comments Candy Warren, digital marketing manager at Louella Belle. “We expect to see this style on short, tidy nails.”

INK London 10mm Liner Brush £3.33 + VAT www.inknails.com

Trend note

www.sweetsquared.com

“As people settle into the ‘post-Covid’ world that still feels unstable at times, they will look to soft, calming colours for balance and comfort,” comments Bethany Flight, director of marketing at en Vogue Nails. “Individualism and expression will shine through in the form of a pop of orange, rich pink or cobalt blue, but comfort will also be found in soft tones and milky/jelly shades. We’re seeing the same sentiment presented in terms of nail shapes and lengths, with more people leaning towards shorter natural lengths, as oppose to the extreme lengths and shapes of previous years.”

We’re dotty about this nail design, with daisy details in fun seasonal hues. Michaela Phillips, Halo VIP, used Halo Gel Polish shades in Elise, French White, Happy Days, Black, Bali, Mauritius, Bubblegum Pink and Purple to create the look.

Halo Gel Polish in Mauritius £5.95 + VAT

Yoshi UV Hybrid Gel in Boyfriend £POA

www.nailslaundry.co.uk

www.purenails.co.uk

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Serve up bold and eye-catching 3 nails as a point of difference this season. Celebrities have been showcasing 3D nail looks across social platforms – so get creative with sculpts or pre-made additions to cater to your clients’ desires.

ails

Lipgloss nails

eygreatn

www.lightelegance.com

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3D nails

Light Elegance ButterCream in Totally Taffy £17 inc VAT

Following on from the Hailey Bieber glazed doughnut trend, lip gloss nails typically showcase a sheer, pinkish or brown-toned hue with a glossy top coat to create a juicy-looking effect. ffer your client a nail look to match their chosen lipgloss.

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TRENDWATCH

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@heygreatnails combines the swirl and lipgloss trends to create this pretty and sophisticated nail style.

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The GelBottle Inc Extreme Shine Top Coat £16 + VAT

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Create a thirst for water droplet 3D effects, as does Glitterbels brand ambassador, @pexnails.

www.thegelbottle.com

Super-shiny short nails with a lipgloss finish by TGB ambassador, @gel.bymegan.

Glitterbels Hema-Free Gel Polish in Bodacious Babe £7.99 inc VAT www.glitterbels.com This month’s Scratch cover image, courtesy of Gelish, features spring-friendly 3D floral additions on base shades, Black Shadow and Look At You, Pink-achu!

Colour note

“Lipgloss nails have a natural pink gloss finish, which is beautiful, elegant and pairs well with any look,” comments Giorgia Cappella, The GelBottle Inc educator.

/helly_

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Lecenté Create in Pixie £11.99 + VAT www.lecente.com / www.ellisons.co.uk / www.sweetsquared.com

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@estetica_edone_giulianova creates a versatile lipgloss finish on a natural-looking hue.

iulianova

Swing into spring/summer with textured floral additions, as shown by @helly_bastidas in seasonal pastel shades.

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“A futuristic trend is gaining traction, presenting sheer or iridescent base colours topped with 3D chrome shapes or abstract patterns,” says Bethany Flight. “As the world leans into the digital future and metaverse, futuristic styles are finding their way into fashion and nail trends alike.”

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Trend note

Salon System Gellux in Beach You To It £11.95

Nails at Edward Crutchley, London Fashion Week SS23, led by Marie-Louise Coster using Artistic Nail Design products.

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Searches for chrome nails have seen a 1150% spike in recent months, according to beauty brand, Revolution. Channel not just silver, but cool tones of chrome for spring/ summer, and use in full over nails or to add eye-catching details.

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Barbiecore, or Barbie-inspired beauty, has been a hot trend since last summer, and it’s only set to strengthen with the launch of the live-action Barbie film later this year. Channel bold, pink energy for nails – which can perfectly complement a Cosmo in the sunshine.

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www.trade.opiuk.com

Instagram

Chrome nails

OPI GelColor in Go Big Or Go Chrome £19.90 + VAT

TRENDWATCH

A hint of pink looks super-sweet on short nails, as shown by @francesca_napolano_nails for Vivetta at Milan Fashion Week SS23.

OPI Nail Lacquer in Spring Break The Internet

+ VAT. Available via wholesalers nationwide.

£6.50 + VAT/RRP £14.30 www.trade.opiuk.com

The GelBottle Inc in June £16.50 + VAT

www.thegelbottle.com

TGB ambassador, Learnah Starbuck, creates a dreamy nail look in various tones of pink with cloud-effect details.

Artistic Chrome Gloss £17.95 + VAT & Artistic

Chrome Pen in Crimson Chameleon £6.95 + VAT

www.louellabelle.co.uk

Peacci‘ Nail Lacquer in Barbie £7.20 +

Lecenté Chrome Nail Powder in Fairy Dust £14.99 + VAT www.lecente.com / www.ellisons.co.uk / www.sweetsquared.com

VAT/RRP £10 www.thegelbottle.com

Trend talk

“Chrome has been trending for the last few months and isn’t going anywhere soon,” comments the Glitterbels team. “Whether your client rocks a full chrome nail or just a tip, the chrome effect is a fan favourite. Silver, gold and coloured chrome finishes have been seen and we love them!”

www.thegelbottle.com

ails psonn athom Inst

The GelBottle Inc Studio Gel in Mirror Chrome £13 + VAT

Glitterbels ambassador, @silkbeauty.uk, uses the brand’s bold Pink Parade shade to create a stunning style with fun, floral feature nails.

/jessic

www.gsgroupuk.com www.salon-services.co.uk www.gelishmorgantaylor.co.uk

.com agram

Gelish Chrome Stix in Pink Opal £6.99 + VAT

COLOUR NOTE

A standout shade from Pantone’s Colour Trend Report is Pink Cosmos, a ‘garden pink’ that pairs well with both brights and pastels.

@jessicathompsonnails created chrome fingertips for Huishan Zhang, London Fashion Week SS23, sponsored by Louella Belle.

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Swirls

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TRENDWATCH

Available via wholesalers nationwide.

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ffering the opportunity to showcase a number of shades in a sweet style, which can be as overt or subtle as your client chooses, swirls will remain popular throughout spring/summer. The trend is also an ideal way to introduce a fun style to nail art newbies.

Salon System Gellux in Cray-sea £11.95 + VAT.

Gelish Soak-off Gel Polish in Bed Of Petals £16.95 + VAT

www.gsgroupuk.com www.salon-services.com www.gelishmorgantaylor.co.uk Use a multitude of spring nail shades to complement a cool French, as shown in this design by @beautyby.elouisa, inspired by @livnailsx.

Colour note

“Swirl nails will be popular for spring/summer 2023, and can be adapted to suit any season or colour trend,” comments Bekki Woolnough, Georgie Smedley Group ambassador. “I think they look best created in spring pastels and bright summer colours.” Bekki Woolnough uses a neutral base with Gelish shades of pink, white and blue to create a funky swirl design.

Glitterbels Unbelievabel Gel in Peachy Butt £9.95 inc VAT

Yoshi UV Hybrid Gel in Baggy £POA www.nailslaundry.co.uk

@leexnailartist uses Glitterbels Unbelievabel Gel in Oatmeal with the brand’s Happy Days and Black Hema-Free Gel Polishes plus gold chrome, to create this spring-friendly swirl design.

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onaphilip

Summery nails by Halo VIP, Jade Miller, using Halo Gel Polish shades over EasiBuild enhancements.

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OPI Infinite Shine in Blinded By The Ring Light £7.90 +

VAT/RRP £15.95 www.trade.opiuk.com

Mii Colour Confidence Nail Lacquer in Merci Beaucoup

£6.75 + VAT/RRP £13.50 www.gerrardinternational.com

Instagra

m.com

/leexna

ilartist

www.glitterbels.com

Add sparkle and shine to elevate a cool spring swirl design, as seen in this creation by Magpie Beauty educator, Anona Grice (@nonaphilippa).

I Strengthen.

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SCRATCHCOLUMNIST

MAKING MOVES WITH

o V o n i M Immerse in competition tips & nail tales from master nail stylist, MINO VO…

How competition success can reap rewards

ABOUT MINO VO Mino Vo is ‘The Avant-Garde Nail Artist’, a multi award-winning nail aficionado with over 60 competition titles under his belt. An international educator, he travels the world teaching nail services and extreme shapes, and has developed a variety of nail tools to support his work and that of fellow nail pros. Mino runs a salon and academy in north London.

A blue animeinspired weapon created by Mino for the Invent A Nail Shape category at Nailympia Orlando 2022. This design took around three days to create, with Mino crafting 3D layers using L&P acrylic. He scooped first place in Division 3.

46 SCRATCHMAGAZINE.CO.UK

s an individual, I am very quiet. I never overtly promote my competition success. However, competing has really shaped my career and helped me retain a strong team of nail artists in the salon. Many of my staff members are very skilled nail technicians, who choose to work with me because they are familiar with my competition success, and hope that I will guide them or help them to improve their skills. It is a big responsibility, and I support the team as much as I can.

I have been invited by magazines in Poland, Mexico, France, and of course by Scratch, to share my work and stories. I have also appeared in a French newspaper and on French TV. I’ve never competed to win anything; always for personal growth. Competing against the industry’s best gives me the motivation to grow, and after every competition, I can see how my nail work changes and develops, which is why I participate in so many.

“Although most clients don’t choose extreme nail art designs, they love to know that we can create I now teach my signature Avant-Garde them.” technique worldwide, which

The salon clients also love to see my collection of awards. Although most clients don’t choose extreme nail art designs, they love to know that we can create them. They appreciate that we are skilled in a variety of techniques, and trust in us and our offerings. Competing has also increased my social media following. I always notice a spike after I have competed and won at the likes of Nailympia, because so many pros follow such big competitions.

I developed through competing. It has led me to many victories, and I visited eight countries in 2022 to share the process – with visits to nine countries scheduled so far this year. My competition victories have helped my name become known by organisations and students, and many of my students have gone on to win competitions using my technique. In my experience, competing, teaching and salon work are all important pieces of the same puzzle. Each is linked to one another, and each has helped to shape my career.

SCRATCHCOLUMNIST

Coming up... I am excited to host a three-day Avant-Garde nail course in London. The group is small, which means I can maximise my time with each student to bring out the best in them. I have also invited Monika Urantowska from Poland to London to teach a three-day class, to enhance the artistic skills of my team. I am excited to learn from her, as she has won a number of competitions and I have been following her for some time. Her work is extremely neat, and I love admiring her nail portraits and animal designs.

Mino chose bright colours for these three eye-catching nails, which were created for a class in London. He comments: “The shades were an unusual choice for me, but I like to surprise with my work!” Mariana Costirco, a student of one of Mino’s past Avant-Garde courses in London, created this golden guitar nail during her training.

Team talk Ivaylo Guzgunov (‘Ivo’) has been working with me for over a year, and was already a very skilled nail artist before he joined my team. Ivo has worked with a number of celebrities, including Jess Glynne and the band Gorillaz, but what sets him apart from so many is his attention to detail. His specialist skill is creating incredible nail shapes, and his special power is his speed. Under my training, Ivo entered Nailympia London 2022. He scooped five first place medals and a second and third place medal in Division 1, which ensured he took the titles of Top UK Tech – Division 1 and Winner of Winners – Division 1. It is an honour to have him on the team, and I am sure that the future will be bright for him.

“I’ve never competed to win anything; always for personal growth. Competing against the industry’s best gives me the motivation to grow, and after every competition, I can see how my nail work changes and develops.”

Ivo’s winning entry to the Invent A Nail Shape category at Nailympia London 2022. He chose the theme ‘Eastern Royalty’.

Ivaylo Guzgunov (centre) scooping the Winner Of Winners – Division 1 title at Nailympia London 2022.

www.minovolondon.uk /miakonomo /minovolondon @minovolondon @minovolondon

SCRATCHMAGAZINE.CO.UK 47

THE TH E CANDY SHOP This Spring, we invite you to enter The Candy Shop, our latest—and sweetest—on-trend collection. Sugary delights abound, with shades ranging from soft to succulent creams to puckeringly-bright glitters sure to touch every tastebud and complete every Spring style.

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WHAT’S INSIDE MATTERS

Find Find aa Store! Store!

BUSINESSMATTERS

No place like

home? Build a safe & successful home salon business with top tips from those in the know CHLOE RANDALL REPORTS

Scratch’s Reader Survey 2022 uncovered that 43.8% of respondents were nail technicians working from home, with many attributing the appeal to reduced overheads and increased flexibility, in comparison to a high street-style salon setup. A surge in this working dynamic has been witnessed since the Covid-19 pandemic, with time able to be spent evaluating work patterns and creating an environment in which nail and beauty services can be offered comfortably from home. However, running a home salon, whether from a room in the house, garden shed or even a caravan on the driveway, comes with considerations. As with running any nail or beauty business, there are rules and regulations, insurance and marketing pointers and more to evaluate before you can get started.

Research

Before you offer services from your home, research the competition in your area, your intended audience and ease of access. “You need to know exactly what locals want, need and are likely to book,” reveals Sarah Hartley, founder of coaching company for hair and beauty businesses, Blossom Tree Social. “There is no point Sarah Hartley in setting up a nail space from home and hoping people will just book an appointment. You need to know as much information about potential local clients as possible, so you can market to them effectively.”

Katy Rose

“Building a client base and getting my name out there was a challenge to start with,” reveals Katy Rose, Glitterbels ambassador & owner of Roses Nails, a home salon in Newtown, Wales. “I offered discounts and giveaways to get my business noticed by potential clients.”

50 SCRATCHMAGAZINE.CO.UK

Katy Rose’s home nail salon, Roses Nails.

BUSINESSMATTERS

2 Marketing

When you don’t have the passing trade of a ‘traditional’ salon, word of mouth and effective marketing methods are essential to make clients aware of your business, its location and its offerings.

“I knew that I had to build up my marketing from scratch, as I didn’t have the following Hari Hatfield of an existing salon to promote my services to,” comments Hari Hatfield, Halo VIP & owner of home salon, Nails by Hari Eva, in Telford, Shropshire. “Sometimes, marketing and social media can feel like a full-time job, but they pay off when you start seeing appointment slots filling up.

A glimpse into Hari Hatfield’s stylish nail space, Nails by Hari Eva.

“Networking is a great way to enhance your profile amongst the local community and complementary businesses,” adds Sarah Hartley. “The more people that know about you, the better. They could tell their friends, who could tell their friends. You can also join local Facebook groups and offer your services according to the group’s terms and conditions. “If you have not yet opened your home salon, don’t wait until you do so to post on social media. Fuel excitement by sharing behind-the-scenes photos and show yourself, the person behind the brand, as people buy into people.”

3 Accessibility

Promote an inclusive business by evaluating your salon’s accessibility. Can it support clients with different needs? Consider ramps for wheelchair users and lights or signs that clearly direct to the salon space.

PRICING POINTER

When setting your prices, you need to ensure that you’re making a profit on every treatment. You must cover all your outgoing costs, or you will end up working extra hours with nothing to show for it. There are many online pricing calculators available to help with this, including one by Scratch columnist, Maddi Cook of Boss Your Salon. Scan here to view

Julie-Anne Larivière

“You should be able to set up your salon in an easily accessible place, whether it’s in another building, has a separate entrance, or is a room within your house,” advises Julie-Anne Larivière, Salon System nail expert & owner of home salon, Sketched By J-A Nails, in Aylesford, Kent.

Salon System nail expert, Julie-Anne, showcases her home salon, Sketched by J-A Nails.

“In all cases, it is essential to make sure the path to the home salon is clear, so the client can get to the space as easily as possible. Having access to a sink and toilet is also a good idea. If the salon is a room within your house and clients are using your personal toilet or bathroom, keep it clean and free from clutter at all times. “Having windows in your salon is essential for good air circulation, and you can also consider an extractor fan,” Julie-Anne continues. “If clients cannot park in front of your premises, suggest alternatives, such as off-street parking or a public car park close by, to make their experience with you as easy as possible.”

TECH TIP

Giorgia Cappella, The GelBottle Inc educator, suggests asking yourself the following questions before you set up a home salon: 1. Is your space big enough for the services you want to offer and the equipment required? 2. Will the salon be disruptive to your home or family, or are you able to keep it separate? Giorgia Cappella 3. Is the property accessible? 4. Is there parking easily available? “While working from home provides techs with flexibility and freedom, it can be daunting for new clients to arrive at someone’s house. Sharing images of your working environment and providing clear directions can really help your client feel more relaxed ahead of their treatment,” shares Giorgia.

SCRATCHMAGAZINE.CO.UK 51

BUSINESSMATTERS

4 Check permission

As you will be running a business from your home, it is essential to make sure you have the correct permission from the relevant authorities. “As a homeowner, I didn’t need to worry about a landlord’s permission, but if you rent your property, you need to check if you can start your business from there,” shares Danny Manchip, Scratch Stars Home Salon of the Year 2022 winner. “You also need to check with your local council to see if there are any restrictions or rules you need to adhere to. The main one will be the number of clients that can be on your property at any one time, and whether this will cause congestion on the street with more parked cars.

Danny Manchip

“Depending on your neighbours, you may want to talk to them out of courtesy, but you don’t need their permission.”

The process and completion of Danny Manchip’s home salon, Beau’s Beauty Box, Scratch Stars Home Salon of the Year 2022.

Martin Durrant, founder of The Secret Salon Club, an online platform for home salons, adds: “You might need the council’s approval if you expect to receive several deliveries or customers on a daily basis, would like to advertise outside your house, or require a licence to operate your business.”

Martin Durrant

“Register with the Information Commissioners Act to comply with data protection regulations,” notes Giorgia Cappella. “This should be renewed annually.”

Planning permission

If your home salon is to be an extension to your home or if you are building an outbuilding, you may need planning permission depending on the size, height and how it will affect the local area. To find out if you need planning permission, contact your Local Planning Authority. Visit www.gov.uk for more information.

Insurance

Another necessary piece of legislation is insurance. You will need it for your business, and you may need to adjust your home insurance policy. If you require building work to take place, you also need to make sure that you are insured.

“If you have employed a contractor to build your home salon, you need to check they have the relevant liability insurance for the work carried out,” comments Jackie Randall, insurance broker at Lion Insurance Consultants. “Depending on the total cost of the work being done, you may need to notify the insurers of the Jackie Randall work. Some insurers may impose terms or restrict cover during the work, due to there being contractors on the property.

Business rates

Contact the Valuation Office Agency if you are in England or Wales, or your local assessor if you are in Scotland, to see if you need to pay business rates to the council for your salon.

52 SCRATCHMAGAZINE.CO.UK

GETTING STARTED To find out what you need to do when setting up a beauty business, read Sarah Hartley’s free checklist, here

“Once the work is complete, the owner will need to increase their existing household policy to include the outbuilding. The business equipment and liabilities would fall under a separate policy, and this needs to be in place before the home salon is up and running. “The insurers would also need to be informed that there will be business visitors to the property. They will require full details, for example: • Do the clients enter the main house or is there a separate entrance? • Are the clients ever left unattended in the main house? • How many clients will visit per week? • Is there a separate business policy in force? • Is there any business equipment to be included? • Do the sums insured need to be increased to consider the home salon? “The salon owner should have a standalone business – working from home policy in place, and the building would be insured with the main property.”

TAX TIP

“Your self-assessment tax return as a business owner might include your business expenses,” reminds Martin Durrant. “This implies that a portion of the cost for expenses like council tax, heating, lighting, phone calls and broadband can be recovered.”

Health & safety

The health & safety of both you and your clients must be prioritised when planning your home salon setup. Martin Durrant comments: “Ensure that you set aside time for a health & safety inspection, to make sure the following laws are adhered to by your home-based beauty and/or hair business: • The 1974 Health & Safety at Work Act. • Regulations for Control of Substances Hazardous to Health (COSHH) from 2002. • Regulations from 2004 regarding the safety of cosmetic products.” “Complete a risk assessment of your home salon to reduce potential hazards,” adds Toni Larkin, INK London educator. “If you are unsure, invite a health & safety expert to check you are in line with current legislation. They may offer advice on how to correctly store products and chemicals that you use, and how to correctly dispose of different types of waste.” Toni Larkin

“Working from home can come with safety risks, as some people may target solo workers who conduct their services from a private space,” shares Mari Suda-Kosumi, Scratch Stars Home Salon Mari Suda-Kosumi of the Year 2022 finalist. “In order to feel safer, I installed cameras and made sure I was following the guidelines regarding recordings of the public.”

BUSINESSMATTERS

Organisation

Keeping your paperwork and admin in order is key and makes running a successful salon easier, particularly from home when it is vital to have a clear boundary between work and personal life. “Make sure you have a booking system in place that takes details of clients, has their records and consultation forms, and includes a cancellation policy,” insists Mari Suda-Kosumi. “As there are no walk-ins, having a deposit or cancellation policy in place will guarantee income and attract clients who respect your time and business. “To run a successful home salon, treat it as if it is any other business outside of the home. I would recommend starting a limited company rather than being self-employed, especially when you have personal assets.” Turn to page 64 to find out how the SOS Beauty app can support your business.

Mari Suda-Kosumi’s home salon, Nails By Mari, in London.

9 Music licence

“If you wish to play the radio or any type of music in your nail space, you must ensure you have a music licence or you could receive a hefty fine,” advises Giorgia Cappella. Scan here to apply for a music licence

Retail

Turn to page 82 to read top tips for successful retailing.

Bolster your earnings with the addition of retail items, whether you use a partner initiative or hold stock in your salon. Selling cuticle oils or hands creams at the end of a treatment can help boost your bottom line, for example. “When starting a hair or beauty business, you must choose the products you’ll use for your treatments and services, as well as products you will make available to your customers for purchase,” says Martin Durrant. “Note the following considerations: • What are the required minimum product orders? • Do you intend to use or market various product lines? • What products would be of interest to your customers? • Do you intend to use or market a product that is sold on the high street? • Does the resale of goods fall under your insurance policy?”

The Secret Salon Club

The Secret Salon Club is an online platform to support home salon businesses. Founded by Martin and Daisy Durrant, the website showcases quality home salons throughout the UK, so clients can find a reputable salon with ease. Each home salon member that signs up to The Secret Salon Club benefits from an individual listing to showcase their services, pricing, salon features and images. With a growing list of brand partners, there are also exclusive offers available to members. “Daisy and I are passionate about supporting business owners in the home salon industry,” comments Martin. “Home salon owners work hard to offer excellent techniques, services and high-quality products to their clients. We want to change the stigma that surrounds home salons and champion these valuable businesses, empowering them to achieve high standards and success.” If you have a home salon or can offer a service to home salon owners, email info@secretsalonclub.co.uk. www.secretsalonclub.co.uk

The pros and cons of a home salon setup Pros:

Work flexibility. A one-to-one experience with clients. Work can revolve around family life. Breaks can be spent at home. No need to commute. Cost-effective. Convenient location. Privacy for clients.

Cons:

Can be lonely. Limited space. More challenging to attract and build your client base. More distractions at home, such as family members or pets. Challenging to establish a work/life balance. SCRATCHMAGAZINE.CO.UK 53

p o o c s

SCRATCHSOCIAL

THE SCRATCH

Top (L-R): Helena Biggs, Jess Wilkie Bottom (L-R): Chloe Randall, Rebecca Hitchon, Callie Iley

The Scratch team offers an insight into its antics & unveils events & products from the nail & beauty realms

Out and ab

In the

MAIL...

out

Check out the nail & beauty goodies in Scratch’s postbag this month…

The four Protein Formula For Nails products landed in the office, with each targeting a specific natural nail type to support optimum health. Formula 1 maintains, Formula 2 aids growth, Formula 3 hydrates and Formula 4 strengthens. Available to purchase individually or as a full collection from www.protein-nails.com

Our skincare needs are being met with three saviour products from our postbag: +maskology’s Vitamin C Professional Facial Sheet Mask to brighten skin, the +maskology Retinol Professional Facial Sheet Mask with antiageing properties, and the +serumology Niacinamide Professional Facial Serum for blemish control. Available via leading wholesalers.

Sweet Squared showed us some love with six Vinylux™ shades from the Painted Love collection. Standouts include Steel Kisses, an edgy silver, and Cuddle Up, a soft beige pink. Available via www.sweetsquared.com We’re moisturising our nails and cuticles with the LP Cuticle Balm from Lucy Pastorelli. Made in Yorkshire, the handbag-friendly balm is enriched with natural oils with hydrating properties. Available via www.lpnails.com

COMING UP…

Rebecca will be heading to Newport, South Wales, to join members of the Home of Nail Art (HONA) community at the brand’s Love Your Journey event. The itinerary includes expert talks from Chantelle Vermont, co-founder of Clawgasmic, and Zaara King, beauty business coach, followed by a party. A training event for Nail Alliance educators is taking place in London 2-4 March, and Chloe will be going behind-the-scenes to view application tips and techniques for the company’s products. 54 SCRATCHMAGAZINE.CO.UK

Scratch’s managing editor, Helena, head ed to the Houses of Parliame nt, at which the Brit ish Association of Beauty Therapy & Co smetology (BABTAC) announced its T.I.M.E initiative to me mbers of the indust ry. A regulatory checklist, T.I.M.E (Tra ining, Insurance, Mo nitoring and Evidence) will provid e the framework ne ce ssary to support consumers in their qu est for a safe beau ty service. The campaign was announced by BABTA C chair, Lesley Blair MBE, with suppo rt from Millie Kendall OBE, founder & CEO of the British Be auty Council; Caroli ne Hirons, skincare expert & founder of Beauty Backed; Dija Ayodele, skincare expert & founder of Black Skin Directory, an d Candice Glanville, founder & director of Skin Group International.

visited writer, Rebecca, News & features r fo ’s Wells Theatre London’s Sadler 23 20 er int n/w y’s autum Edward Crutchle ks, loo il Na . ow sh Week London Fashion uise ed by Marie-Lo which were head nch Fre al ion of tradit Coster, consisted male fe r fo s tip h nc Fre styles and black icures ssic, glossy man models and cla ics et sm Co . Jessica for male models via le ab ail av , ed products were us national.com. www.gerrardinter

What we’re wearing...

Scratch’s news & features writer, Chloe, visited Truly Beauty, Tonbridge, where nail tech, Aimee Searle, created a sparkly look using a lilac Glitterbels gel polish with reflective glitter.

Rebecca Ellis of @beautyby__beck in Dartford, Kent, served up a holographic pink gel polish shade over builder gel enhancements for Helena.

TECHSPOTLIGHT

READERS GALLERY

Nail artist & educator, HANNAH CLAYTON, showcases her favourite nail creations & reveals her go-to products for picture-perfect manis

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TECHSPOTLIGHT

Name – Hannah Beth Clayton Age – 37 Business name – Studio by Hannah Beth Location – Lancaster Years in nails – Seven Trained with – Izabelle Hammon Ltd (Calgel), Sweet Squared (CND™) and Re:New Beauty (Elim Pedicure). Favourite products – IZ Pro Build & Base creates the perfect foundation for my nail work. I also enjoy finishing a gel polish service with CND™’s DuraForce Top Coat for a long-lasting nail look.

Favourite nail design – My signature nail style is minimal and chic, so I like to add small details to block colour finishes for pretty and versatile looks. Career ambition & vision – I completed the Level 3 Award for Education & Training (AET) last year, and am excited to teach others about how incredible it is to not only be a nail technician, but to work on a self-employed basis. Who do you admire in the industry? I admire any hard-working tech who has found a balance between work and home life, as well as pros who value their worth and charge cancellation fees! /HannahBethNails @studiobyhannahbeth

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o t w Ho

SCRATCHCOLUMNIST

Hair & beauty business coach, MADDI COOK, shares top tips to elevate your offerings & enhance your profits

HOW TO FIND A BETTER WORK/LIFE BALANCE About Maddi

Maddi Cook is the owner of Boss Your Salon, which helps empower hair and beauty pros to price perfectly, set boundaries and grow without burnout. She strives to ‘put more money into the pockets of the hair and beauty industry’ and believes that business growth is for everyone. Maddi has worked with over 15,000 hair and beauty pros, on her mission to change how the industry values itself. She believes that money is an amplifier; meaning that more money allows workers to do great things: for themselves, their family and their community.

owdy, nail bosses! A healthy work/ life balance is like a unicorn in this industry – often talked about, yet never seen. In fact, it’s one of the most common challenges nail bosses face, and it’s not surprising when you think about how many hats you wear in your business, combined with how physical your job is, its creative aspects and the responsibility you have to make your client’s visit as enjoyable as possible. As someone who has pushed themselves way beyond the beginnings of burnout, here are my tips for a better balance:

• Stop wearing busy like a Blue Peter badge Your bestie asks how you are, and you reply: “Oh good, yeah. Just busy, I can’t complain!” It would be great to be able to say: “Brilliant, thanks… I’ve just had my fortnightly massage and tomorrow is Wednesday, so I’ll see you for drag brunch with the girls after my yoga class!” Busy is out, balanced is in.

• Time is a non-renewable resource

“Look at the tasks that you do in one week and see which ones you can delegate, automate or ditch. Doing fewer things, better, is way more effective than doing 12 things poorly.” www.bossyoursalon.com /bossyoursalon @bossyoursalon 58 SCRATCHMAGAZINE.CO.UK

Remember when you were at school and learned how coal will run out in your lifetime, and it filled you with horror? Well, wait until you hear about time, my friend. I know it can feel like an eternity waiting a week for the next instalment of your favourite TV series (or in the case of Traitors, 24 hours felt like a lifetime). But, the thing with time is that once it’s gone, you can never get it back. Even if you were Bezos-rich, you can’t buy yesterday back.

• When you say yes to something, what are you saying no to? Until someone perfects a cloning machine, there’s only one of you, so you can pick and choose what you do with your precious time – but choose wisely. When you say yes to squeezing in the client who never books in advance and can only do 9pm on a

Saturday night, you’re saying no to your mate’s birthday trip, or even just a night in with Netflix and your cat.

• You don’t have to do everything Not only are you a badass nail artist, you’re also a bookkeeper, social media manager, receptionist, graphic designer, copywriter, videographer, customer relations manager, visual merchandiser, buyer and the rest. And that’s before you even consider having a social life. Look at the tasks that you do in one week and see which ones you can delegate, automate or ditch altogether. Doing fewer things, better, is way more effective than doing 12 things poorly.

• Sharpen your axe There’s a quote that I love from Abraham Lincoln: ‘If I only had an hour to chop down a tree, I would spend the first 45 minutes sharpening my axe.’ Are you busy trying to chop down your business tree with your proverbial blunt axe? For example, are you filling your day with ‘busy work’, using a paper diary and spending hours back and forth arranging appointments, making social media posts on the fly, and stuffing receipts in random boxes because ‘that’s a problem for later’? Or are you sharpening your axe by putting things into place in the present, to give yourself an easier life in the future? This might look like: investing in and setting up an online booking system, creating auto-responders for your social media page messages, updating your policies, giving your website a spring clean, creating a process to help you stay on top of your accounts, or hiring a cleaner at home so there’s one less hat for you to wear. Do the future you a favour. They deserve it!

Maddi x

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TECHTALK

Ready to

im-press

Scratch chats to three nail pros, who share how they’ve boosted their bottom line through the sale of press-on nails Selling press-on nails can be a lucrative business option for nail techs, offering an opportunity to complement your existing services and cater to a broader client base. Creation can be undertaken in between clients to utilise any spare time, and uses products that you already have at your fingertips – without need for structure creation and intense prep.

Pink glitter press-on nails by Scarlett Senter.

Scarlett Senter

ABOUT SCARLETT

Scarlett Senter of Scarlett Senter Nail Artist & Academy, Norfolk, entered the nail industry in 2013, seeking a career that allowed her to work around looking after her son. After spending time building her business and industry profile, she began competing, and has collected over 80 trophies to date. Accolades include Scratch Stars Paint & Polish Artist of the Year 2014 & 2017, Scratch Stars Mixed Media Artist of the Year 2019, and Nailympia London 2019 Art Winner of Winners – Division 3. Scarlett works from her home-based salon, offering nail services including manicures, L&P acrylic enhancements, acrygel, hard gel extensions and nail art. She also spends her time educating techs, from beginner level to advanced. Following the pandemic, Scarlett noticed that the number of clients returning to regular nail services had declined. “I found myself wondering what other services I could offer to gain back clientele. This is where press-on nails came into play,” she says.

“Selling press-on nails has opened my business up to new clients. I sell many custom press-ons to clients who work in catering, hospitality, hospitals and care homes, and even other nail techs. Press-ons are suited to everyone, but particularly to clients who are restricted on wearing nail styles or coatings to work. They are perfect for a weekend away or special event, when clients want to feel glam without worrying about spending money on nail enhancements for a few days, and then needing to pay to have them removed professionally.” Clients can order Scarlett’s press-on nail designs via her website, with options to choose shape, size, length, design and embellishments. Once an order is placed, Scarlett sends an email with step-by-step directions to measure the natural nails, so the press-ons can be tailored to fit. The package sent to customers includes the ordered nails, files, howto application, removal and aftercare

cards, a cuticle pusher, prep wipes, and either sticker tabs or adhesive glue. “Short, plain designs will take around an hour for me to create. If nails are long and require lots of detail, a full set can take between two and four hours,” Scarlett notes. “The price of press-on nails is slightly different to salon prices. They are cheaper, as the service is different, and press-ons do not last as long as salon enhancements. “There are pros and cons to selling press-on nails. Your clients might end up losing their nails more easily or sizing may not be perfect, however the client has a bespoke set of press-on nails that they can keep forever. It’s lovely to think that a client can keep hold of their wedding nails, or tips that they wore on a once in a lifetime holiday. There are also advantages for me, as I’ve gained new clients and I learn new skills with every set I create.” www.scarlettsenter.co.uk /scarlettsenternailartist @scarlett_senternailartist

“Press-on nails are perfect for a weekend away or special event, when clients want to feel glam.” 60 SCRATCHMAGAZINE.CO.UK

Anta Wilkins

TECHTALK

ABOUT ANTA

Celebrity nail artist, mobile tech & owner of Nails2Empress, Anta Wilkins, began her nail journey in 2018 when she obtained her City & Guilds Level 3 diploma with Discover Beauty. She enhanced her training with Glitterbels and celebrity nail artist & educator, Marie Nailz. Anta works full-time on a mobile, freelance basis in London, with top beauty concierge companies including Ruuby, Beauty Spa, Beautii, My Beauty Squad and On Demand. She offers classic and gel manicures and pedicures, builder gel in a bottle, enhancements and nail art.

Anta’s venture into the press-on nail market began in 2019, when she purchased some nail tips and began to create designs. She started exploring packaging options, seeking an easy way for clients to identify which nails were in each box. “My dad designed the box, which opens to display the 10 tips in a row, with all the products needed to adhere them to the nails,” Anta shares. “I wanted something unique, so we hand-make each box, and each is a different colour.” With the packaging sorted, Anta created a website for her business, Nails2Empress, which features the pre-designed nail styles she offers and an opportunity to customise their length, shape and shades.

of the design and the speed at which she receives the nail measurements. “Clients should receive their chosen press-on nails two to three days after ordering,” Anta explains. “All orders are sent out first class, with signed delivery and an instruction and aftercare kit.

Anta shares the design process for her favourite press-on nail style, Love Struck.

“Press-ons are a costeffective way for clients to change their nail design frequently, or for a special occasion or weekend. Creating pressons allows me to showcase my nail art skills, and sharing them on platforms like Instagram helps me advertise my work to the world.

A sizing kit allows clients to take their own nail measurements for a perfect fit. “Selling press-ons pushes me to be creative,” Anta continues. “I like to create styles that stand out, and to put my own twist on traditional designs. I love it when clients select a custom order, as I get to showcase my skills and try something different.”

“Fellow techs who wish to begin selling press-on nails should research what they can do to stand out from other press-on businesses,” Anta continues. “Consider creating a fun brand to connect with a wider audience, and showcase your personality through your designs. You will have to experiment with different tips, products and packaging to see what works for you.”

The time it takes for the nail pro to create press-on nails depends on the complexity

www.nails2empress.co.uk /nails2empress @Nails2Empress

One of Anta’s best-selling styles is ‘Viola Snake Skin’.

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TECHTALK

Rebecca Orme ABOUT REBECCA Rebecca Orme discovered her passion for nail design as a child, and enjoyed painting her own nails before she enrolled on her first nail course in 2001. “While at university, I would decorate my nails when I needed a break from assignments,” she shares. “I was the only student who wore nail art, which was simply dots, dotted flowers or a crystal or stud. When I left university and moved house, I booked onto a hard gel nail course and gained a diploma with Star Nails.”

Rebecca enrolled in further training with CND™ and went on to compete in a range of nail competitions to award-winning standards. Alongside her business partner, Sam Biddle, she won a Scratch Stars Award for Industry Innovation for the Be Creative Nail Art Pen. The Covid-19 pandemic hit when Rebecca was six and a half months pregnant, with the lease on her shop and academy up for renewal. She decided to close the doors to her shop, moving product inventory into a warehouse, from which client orders were sent. The daily running of her business moved to her home premises, and she balanced this while looking after her newborn. “I saw a few people had made nails for their clients, to help them feel better about not being able to have their nails done during lockdowns, and so I started making press-ons to sell via Etsy. I registered a shop and started listing the nails I had designed and photographed over the years. I made a few new designs, and starting making sales. “I saw that the money coming into my account wasn’t as much as I totalled in sales, as with fees and promotions, over 40% of my income was eaten up. I also had to pay for shipping on top of this, so decided to move away from Etsy and create my own website with shop facility.” Rebecca offers press-on nails in pre-set sizes, from extra small to large, and custom size options for those outside of the pre-set sizes, measured in millimetres. As she continued selling her designs, her nail friends and students began taking an interest in branching out into selling press-on nails. This led Rebecca to adapt her website into a marketplace for nail artists to set up their own shop and list

press-ons for free, only paying a flat fee when sales are made. “It’s a more consistent way of creating another income stream, when you can price your nails with a solid business plan rather than guessing how much the paid promotions might come to this month,” Rebecca shares. “When I first thought to expand the website into a marketplace, I thought of the many nail techs who have invested in becoming a professional, have a passion for doing nails and sit for hours designing on tips, because they don’t have the confidence to advertise their business and sit in front of clients. Making press-on nails is the perfect solution for them. “Press-ons are great for the nail tech who isn’t as busy as they want to be, with gaps in the diary. Filling these gaps by creating a set of press-on nails that you pop into the post can increase your income, and gives you the chance to push the limits on your designs, with mini works of art,” Rebecca explains. “You only have to paint a design once to photograph or use an image of a client’s nails with the design, so there will be minimal costs to set up a shop full of luxury press-ons to promote on social media.

Rebecca’s best-sellers are a marbled look and a baby boomer style adorned with Swarovski crystals.

62 SCRATCHMAGAZINE.CO.UK

“My website offers a range of nail designs, thanks to the marketplace format. Every nail tech has their own style, just as every customer does, so rather than me trying to create designs that aren’t my own style, customers can choose an artist who can. My goal is to make the website a busy marketplace for nail artists to display and sell as many sets of press-on nails as they want, where they can thrive, creating an extra income or even a sole income. I want it to be the Etsy for press-ons!” www.getpressonnails.com www.rebeccaorme.co.uk www.becreativenails.com @getpressonnails @rebeccaorme.nailpro @rebeccaorme.sessiontech

Tech for TECH-NOLOGY

Techs

REBECCA HITCHON gets the scoop on high-tech launches, decodes hot topics & sources tech-savvy tips for your business

How to gain clients with the SOS Beauty app Connect with new customers in your area and fill your appointment slots with SOS Beauty, a mobile app that sends you client requests suited to your business. Designed for hair, beauty and aesthetics businesses, SOS Beauty puts the power in your hands to provide personalised quotes for services, which clients confirm with a payment. “Through SOS Beauty, clients complete a booking request form, which specifies their preferred venue (their own home, a pro’s home, or a salon), considerations such as ground floor access, medical conditions or allergies, and the date and time they would like an appointment. They can also add an image of the desired result, such as their chosen Faye Finaro nail style,” says SOS Beauty founder, Faye Finaro. She explains that, by gathering so much information upfront, beauty businesses can assess whether they can meet the client’s needs and the client avoids unexpected charges, ensuring both parties approach the appointment with clarity. Faye tells Scratch how her frustrations as a client led to the conception of the app in 2018, which launched in June last year and features over 1,000 registered businesses, with 240 treatment options available. “I realised that it could be difficult to identify which beauty businesses offered the treatments that I wanted, and which had the same availability as me,” she reveals. “Word of mouth or asking others to tag companies on Facebook seemed to be the only way to discover these businesses, and often, when I spoke to those recommended to me, they didn’t have the same availability.” All Faye needed to do was understand the business issues that would need to be addressed via the app – and by training in aesthetics in 2019, then opening her own aesthetics business and academy, she gained a clear insight into the pain points of beauty businesses and what SOS Beauty would need to achieve for them. “From my experience in the industry, I’ve seen that marketing and engaging with clients is one hurdle for businesses, but many also struggle to manage complaints and cancellations. I used this knowledge to reshape SOS Beauty’s design, helping beauty businesses to manage these processes better,” comments Faye.

64 SCRATCHMAGAZINE.CO.UK

Businesses registered on the app receive marketing support and benefit from a built-in cancellation process, which charges clients between 50 to 80% of the appointment fee, depending on when they cancel. With upfront payment from clients on booking, businesses don’t need to worry about if and when they will receive Faye upon completing aesthetics training. this money. “A disputes team investigates any issues within two weeks, to ensure refund claims are legitimate and a fair outcome is achieved for both parties,” says Faye. “I feel this is important for small businesses, as bad reviews can have a heavy bearing and we would never want anyone to feel pressured into giving a refund.” In the event of a cancellation, SOS Beauty has a feature that for £3, allows businesses to send a notification to clients in their area, promoting an available appointment slot and any offers. Faye notes that this is also a great way for trainee pros to acquire models to work on for their portfolio. “There is no charge for being registered on the app, and it’s also free to send as many quotes as you like, so if you don’t secure a booking, there is nothing to pay,” she explains. “If your quote is accepted, we charge a 20% booking fee, which is deducted from the client’s payment. “We see SOS Beauty as more of a client engagement tool than a booking management platform, therefore we understand that you want to build your client base and not pay fees every time existing clients book your services,” Faye continues. “That’s why we have no issue if clients found through SOS Beauty go on to directly book with you in future. We know that if they had a positive experience using the app, they will return when they want a different treatment that you might not offer.”

TECH-NOLOGY

NEWS BYTE When considering which retailers might adopt AI beauty technology, supermarkets may not be the first to come to mind. However, Sainsbury’s has focused its efforts on exactly ‘ and Garnier to offer that, by teaming up with L’Oreal personalised skincare consultations in over 100 UK ‘ stores. Thanks to ModiFace technology and L’Oreal Paris’ Skin Genius and Garnier’s Skin Coach tools, shoppers are being given the opportunity to scan their faces via staff iPads, to measure the severity of skin concerns such as wrinkles, pores, pigmentation, firmness and fine lines. Arming consumers with knowledge about how to create an effective and tailored skincare routine, the launch marks the first time this technology has been used in a UK supermarket.

Are you interested in registering your business on SOS Beauty? The app needs you! “We are working hard to build our database, particularly with nail businesses, because we are receiving requests in a number of rural areas but do not have companies in those areas to provide quotes,” says Faye. Scan here to download SOS Beauty for your business on the Apple App Store and Google Play.

To book beauty services through SOS Beauty, there is another version of the app, ‘SOS Beauty’. www.sosbeauty.co.uk /finarofaye & /SOSBeautyMobileApp @sosbeauty_mobileapp

NEWS BYTE

‘Quiet mode’ has launched on Instagram, designed to help users in the UK, Ireland, US, Canada, Australia and New Zealand to focus and set boundaries with friends and followers. Once the setting is turned on, users won’t receive any notifications, with their activity status changing to ‘In quiet mode’ and auto-replies being sent in response to direct messages. The platform now allows users to hide multiple pieces of content that they’re not interested in at once, in the ‘Explore’ tab. From this, Instagram will strive to avoid showing similar content via recommendations.

NEWS BYTE

The Estée Lauder Companies UK & Ireland has launched Voice-Enabled Makeup Assistant (VMA), an AI-powered app to help visually impaired users apply cosmetics products. Connecting with visually impaired consumers, of which there are an estimated two million living in the UK, the company developed the app to give this demographic independence to apply make-up more easily, accurately and confidently. VMA uses voice instruction and audio feedback to assist users on areas including even and accurate application. “We are committed to building innovative technology solutions that make beauty truly inclusive to everyone, and are thrilled to bring the experience of independently applying make-up to the millions of people that are visually impaired,” said Michael Smith, chief information officer at Estée Lauder Companies. “Technology is a powerful tool to drive inclusion and we are delighted to be first to market with this pioneering app.” The app is available via the UK Apple App Store and www.esteelauder.co.uk, and will launch on Google Play at a later date. New features, including looks to choose from and make-up education tools, are set to be released on the app in future.

SCRATCHMAGAZINE.CO.UK 65

Instagram.com/esteelauderuk

Since SOS Beauty’s launch last year, it has won the Chad Business Excellence Awards’ Innovation Award 2022, and received a ‘Highly Commended’ prize for the Best New Business/Start Up of the Year category at the event. Faye was also chosen as a finalist for last year’s Women’s Business Club Awards and the Entrepreneur of the Year category at the UK Beauty Awards. And now, she is focused on the SOS Beauty Awards, which will take place for the first time in June. “The event is designed to celebrate the diverse range of talent that we have on the SOS Beauty app, and to help UK businesses of all sizes to gain recognition. There are 16 main categories and 10 Signature Treatment Awards, covering hair, nails, beauty and aesthetics, Faye with the Best New Business/ which over 160 businesses have entered to Start Up of the Year award. win,” reveals Faye.

SOCIALMEDIAMATTERS

QUICK TIPS TO NAIL YOUR

Instagram profile

Nail techs & social media pros reveal easy pointers to sharpen up your Instagram profile & entice new business

he nail world is a visual one, and picture sharing app, Instagram, is the most used social media platform for techs to share their work, according to the Scratch Reader Survey 2022. In an age where scrolling is second nature, it’s important to make your profile and its content attractive and user-friendly in order to maintain the interest of existing clients, and entice new ones.

Sarah Hartley

“Clients will decide within a few seconds whether they want to follow you or not, so you need to display essential information in your profile to ensure it’s easy for them to book an appointment,” comments social media marketing coach, Sarah Hartley of Blossom Tree Social.

Naming matters

Metta Francis

“It sounds simple, but you should include your name on your Instagram profile, as it aids trust. You should also include your job role, for example ‘nail artist’, ‘nail technician’ or ‘manicurist’,” notes award-winning mobile nail pro, Metta Francis of Nails By Mets.

“I strongly suggest adding your town within the name section of your Instagram profile,” advises Sarah Hartley. “In doing so, you are more likely to be discovered when users search for treatments by location. If you have a premises, add your address so that your audience can open this within the maps feature on their device, to see where you are located.”

Your bio

“What techs offer, their location, a link to a booking system and working days are key pieces of information that should be included in their Instagram bio,” shares award-winning nail artist & educator, Kylea Wherry. “I also include links to my website and Kylea Wherry YouTube channel, alongside awards, achievements and discount codes to attract the attention of potential clients.” “You can easily catch someone’s eye within the few lines you are given for an Instagram bio,” adds Metta Francis. “Characters are limited, so ensure you include search engine-friendly keywords, and important information that will encourage potential clients to follow and book. Make your location or working area clear, and if it’s a key selling point, outline any brand(s) you use. If possible, make use of Instagram’s ‘Action’ button that can connect some booking systems and contact links.” 66 SCRATCHMAGAZINE.CO.UK

TOP TIP

Don’t forget to select the relevant business category for your Instagram page!

Highlights

“Featuring FAQs and detailed information about your services in the ‘Highlights’ section of Instagram allows you to outline booking protocols and address questions you regularly receive,” shares Metta. “Highlights are great for keeping key information neat and easy to find,” adds Kylea. “I use them to display reviews of my work and education, products from my shop and brand discount codes, and I have a section for the fun things I get up to to add some personality to my profile.” Cardiff-based nail pro, Abbie Elliott of Able Nails, displays branded Instagram Highlights with FAQs, her qualifications, details on how to book and customer reviews.

Sarah Hartley’s four Instagram Highlights ideas for techs: 1. Client reviews & testimonials. 2. Behind-the-scenes shots and salon setup. 3. Examples of your work. 4. Price list.

WE BELIEVE

Technique comes first

One Force Collection

www.qbetternails.co.uk

The Client FILES TECH-NIQUE

Cater to the specific needs of nail clients with a variety of conditions with expert tips & advice...

WHO: Clients with multiple sclerosis (MS)

WHAT: O n it s w e b s it e , t h e NHS st is a c o n d ates: “M it io n t h a t u lt ip le s c can affec le r o s is (M It ’s a li f e t the bra lo n g c o n d S) in a n d s p it io n t h a t d is a b il it y in a l c o r d . can some , a lt h o u g h t im e s c a u it c a n o c the type s e s e r io u c a s io n a ll y of MS, s s b e m il d . D e ymptoms get stead p e n d in g o may com il y w o r s e n e a n d g o in o v e r t im e phases o .” It li s t s w h ic h c a n r t h e m a in vary from symptom person to s, person, a • F a t ig u e s: . • D if f ic u lt y w a lk in g • V is io n p . r o b le m s , s u c h a s b lu • P r o b le m r r e d v is io n s c o n t r o ll • Numbne . in g t h e b la ss or ting dder. ling in dif f e rent part • M u s c le s of the b s t if f n e s s ody. • P r o b le m a nd spasm s w it h b a s. la n c e a n d • P r o b le m c o - o r d in a s w it h t h t io n . in k in g , le a r n in g a n d p la n n in g.

HOW:

to temperature may be sensitive S M ith w nt ie ng that your As a cl suggests checki ah or eb D , re su and pres ithin the client’s y water used w an d an f, el its re. Check in nail space rtable temperatu fo m co a of is ice, and treatment, ughout the serv ro th rly la gu re le or with the client moving the cutic gentle when re ly ar ul ng, it ic gi rt sa pa be hen mas nds and feet. “W ha e th ng sl gi a sa mas ith extr ip, so use a product w to l ia es fic ne be may be tes. Other caus n,” Deborah no tio ic fr d d ite an s lim there is e of chemical n include the us d to those of sensitivity ca n smell distorte ca ch hi w , ts en thoroughly strong sc ah recommends or eb D , re fo re the client with MS. The use and asking u yo ts uc od pr considering the to apply. happy for you what they are s multiple sclerosi a symptom of at th ns ith ai w pl e ex She also – si m ila r to thos full sensitivity ient has full can be a lack of eck that the cl ch , re fo re he ents, such diabetes. “T out heat treatm ng yi rr ca re fo n’t, sensitivity be es, as if they do or heated glov ak so . ot ys fo sa a e as d,” sh rned or scolde they could be bu

68 SCRATCHMAGAZINE.CO.UK

y have erers ma , which “MS suff perature y to tem it v ti the si n in se ping se cram . ld o c can cau hen r feet w e can m e tr hands o x e perature m te ch as r su e Eith e issues, cognitiv ing to ss d e a c le ght pro dge ys h or thou c sa e Bainbri ,” e h h sp ra c o Deb from a te e c n e , ti Beauty quire pa Damsel which re f Scarlet delays, o e with the g d d ri se Bainb diagno n e e b are up’ Deborah s ving a ‘fl , who ha a h m a is h S g are M Birmin an they ent with may me . “If a cli n is io th ay it , d y m n a co ent d d they ssure, an appointm re ir p e r th o n h o touc .” nsitive to vements hyperse jerky mo r o y k a sh t n prese

Rosie Brig gs, CND TM nail artist executive & marketin , agrees g that sensi require e tivity issue xtra care s w h e n products choosing to use on which a client w “As one o ith MS. f the sym p toms of M numbness S can be , I would advise no sharp too Rosie Br t using ove ls for nail iggs rly services, cuticle nip such as a per,” she explains. side of ca rasp the “Err on th feet in yo ution, esp e ur pedicu ecially if you usua re service lly s.” Importan tly, create a safe sp changing ace and any aspe be open cts of the your clien to treatmen t through t. “Check o u t the serv that it’s fin in with ice, and e to spea let them k up if the Rosie con kn ow y fe el uncom tinues. Sh fortable,” e recomm appointm ends kee ent short, ping the using a sy on natura stem suc l nails, wh h as CND Sh ic h takes 4 “If the clie ellac™ 5 minutes nt require to one ho s nail enh u r. a n c ements, c enough tim arve out e in your d ia ry a five or for them 10-minute to have break to stretch,” walk arou she recom nd or mends. “It’s impo

rtant to c onsider th MS treatm at some ents can make the client im munocom promised so good , hygiene is essential – althoug h this go es withou saying,” t adds De borah.

Mundo Professional Sanitizing Hand & Foot Spray £6.95 + VAT www.mundoproducts.co.uk

Orange represents MS awareness, so why not use a shade like CND Shellac™ in Among the Marigolds to promote mindfulness about the condition? Available for £13.95 + VAT via www.sweetsquared.com

TECH-NIQUE

CL IE NT FI LE S

“During my time as a nail tech, I have met two clients that suffer with MS,” reveals Laura Peat, Lecenté educator. “One client Laura Peat struggled to keep her fingers and toes straight, as they started to curl and bend. I adap ted my gel polish service by removing the base of my Lecenté lamp and hovering it over each hand, to ensure each coat of Lecenté Create had a full cure,” she explains. Laura describes how she intro duced luxurious elements to the client’s appointments, to mak e her feel pampered and not excluded due to her condition. “The client loved having a hand and arm massage, as this helped ease her symptoms, so I did this at the beginning of her appointments. I also introduced heated hand mitts at the end, as a final pamper to relax her before she left. “My other client with MS used a wheelchair, so I introduced wheelchair Lecenté Create UV/LED Lamp access and a downstairs room, £149.99 + VAT www.lecente.com which was adapted so that she could comfortably visit the premises,” Laur a continues. The tech allowed extra time to make the client feel care d for and with help from the client’s sister, who kept her hand s steady, Laura was able to create the novelty nail art that she desi red. “Communication could sometimes be hard due to the client’s slurred speech, but I always made eye contact when speaking to her, ensuring her experience was as enjoyable and personal as poss ible.”

TECH T

ALK

As a na il tech w ith MS, D d e ta il s eborah how he Bainbrid r ro le is “The trea ge a ff e c te tment fo d .. . r my con immuno dition m compro akes me mised a I cannot nd as a control th mobile p e enviro ro, into as m nment I uch as I am goin would lik exposing g e, so I a myself to m poten illness,” have a ti ally she reve ‘flare up als. “If I ’, I can h so may a v e not be c cognitiv e issues, lear with doesn’t my spee give the ch, whic most pro I can als h fessiona o be sha l impress ky, whic reasons io n. h is one o I stoppe f the d offerin and LVL g b ro services, w lamina as it wou tion hold sha ld be da rp imple ngerous m ents or c client’s e to hemicals ye when near a like this. process Th erefore, of startin I am in th g a press replace e -on nail my mob business ile work.” to

nt “Check in with your clie t and le throughout the service, speak to them know that it’s fine le.” rtab up if they feel uncomfo

FACT According to F I L E th most common e NHS, MS is people in the ly diagnosed in ir 20 Women are a s, 30s and 40s. lso aro to three time und two likely to be d s more iagn with the cond osed ition than men.

S C L I E N T FieIDoLnaE ldson,

ph Lecenté creator, So clients, who r he of describes one as ‘the most suffered with MS, on lds na have ever worked Sophie Do important client I more than just ils felt like so much on’. “Doing her na ed her to feel atment, as it allow carrying out a tre is is when I od about he rself. Th go d an nt de en ep ind is more than of a nail technician le ro e th at th d se reali e explains. painting nails,” sh en treating clients y considerations wh Sophie details two ke ad ustments will need to understand that with S he first is every appointment. times differently at to be made – some chairs, and adding adjustable stools or th wi ed ar ep pr ing Be She also notes nts, can be beneficial me int po ap to e tim extra as possible, so much independence as nt wa le op pe st that mo cannot do. what a client can or me su as r ve ne ld you shou client’s speech “If you know your I recommend is affected by MS, mmunicate with findin ways to co tive to speech,” them as an alterna might be Sophie continues. “It cards that help worth investing in nail design, so inspire or choose a one, rather your client can pick unicate if than trying to comm ed. Having ct fe their speech is af d designs an swatches of colours ul. ef ” could be similarly us

Dr Prints & Co. Manicure Roulette®: The Game £42.99 inc VAT www.drprints.co.uk

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Light Elegance Color Mother Swatch Book £51 inc VAT www.lightelegance.com SCRATCHMAGAZINE.CO.UK 69

SCRATCHCOLUMNIST

The

effect Create a delicate daisy design for spring with a helping hand from Halo VIP, HARI HATFIELD

ABOUT HARI

Hari has worked on a parttime basis from her home salon in Telford, Shropshire, since she attained her first nail qualification in October 2020. Her gel polish artistry caught the eye of the Pure Nails team, and she became a Halo VIP in January 2021, balancing her love for nails alongside a full-time position in dentistry. In May 2021, Hari started offering beginner and advanced gel polish courses from the salon where she undertook her initial training. After welcoming twins in June 2022, and following 10 years in the dental industry, she made the decision to focus solely on her nail business. /nailsbyharieva @nailsby_harieva Halo Gel Polish in Primrose £5.95 + VAT

Step 1 Prep the nails and apply Halo Base Coat, or Halo EasiBuild if required, and cure. Apply a coat of Halo Gel Polish in Elise to all nails and cure. Step 2 Apply two full coverage coats of Halo Gel Polish in Midsummer to the thumb and little fingernails, curing between each layer. Add two dots of Midsummer to the ring fingernails, in opposite corners of the nail using a large dotting tool, before painting half a French tip on the ring fingernail using a liner brush. Paint a swirling line on the index fingernail; thin towards the cuticle area before increasing the thickness towards the tip of the nail. Cure once you are happy with the art additions.

Step 3 Using Halo Gel Polish in French White, apply three to four dots at equal distance around the dots of Midsummer on the ring finger to mark the ends of the petals. Do not cure.

Step 4 Using a thin detailer or liner brush, begin pulling the white gel polish down towards the dots of Midsummer to create a cone shape and form petals. Using the same brush, paint the other half of the French tip on the middle fingernail, overlapping the Midsummer shade. Cure once you are happy with the placement of the French White additions.

TOP TIP

Halo Gel Polish in French White £5.95 + VAT

Step 5 Using Halo Gel Polish shades, Primrose and Mellow Yellow, paint matching swirls on either side of the line of Midsummer on the index finger. Cure.

Step 6 Use Halo Gel Polish in Black To create a smooth with a thin detailer brush to paint finish when working with a small ‘V’ shapes on each petal. chunky glitter gel polish, such as Apply three dots to the middle of Midsummer, near the cuticle area, the flowers (the dots of Midsummer). use a liner brush. Push and smooth Cure, then apply Halo No Wipe Top Coat to all nails and cure to finish. the glitter with this brush, which allows for greater control over the Halo products are available via placement of the glitter and reduces www.purenails.co.uk and the risk of flooding the cuticle associated stockists. area and sidewall s.

/purenailsprofessionalnailproducts

Halo Gel Polish in Midsummer £5.95 + VAT

@purenailsuk Halo Double Ended Dotting Tool £9.85 + VAT

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TECHSPOTLIGHT

Mingling with

Michelle Reigning Scratch Stars Educator of the Year & newly appointed Louella Belle educator, MICHELLE BROOKES, shares her inspiring career story & industry passions with Scratch… Describe your journey into the nail industry... I undertook Beauty Therapy at Levels 2 and 3 in 1998 at Doncaster College, when nail enhancement techniques were basic and included natural-looking liquid & powder, silk and gel extensions. On qualifying in 2001, I worked in a salon in Doncaster, before moving into beauty sales and education for Fantasy Tan, Silhouette Skincare and face and body equipment. In 2006, I opened my salon, Beauty Lounge, which is thriving 17 years on. What do you love about the industry? My favourite aspect is the creativity. I have always been artistic, so being able to transfer my skills to nails is fantastic. I love how the industry has evolved over time, and the products available allow for the easy creation of eye-catching salon art, which I am supporting with an online nail art series. This series allows nail technicians to perfect their skills at home, and classes available include Neon Gel Butterfly and Beginners Gel Art. I am also preparing training on gel polish art techniques, using the Artistic Colour Gloss range.

After the school run, I headed to my academy, Michelle Brookes Training Academy, to host a VTCT Level 3 Nail Services class, which I teach through Skills North East (SNE). The lesson started with learners sitting their Paper 1 and 2 Liquid & Powder exams. Following this, they undertook practical assessments in coloured gel enhancements. They had two hours for this, and I assessed them on how they followed industry standards and health & safety procedures, as well as their client care and communication skills. Afterwards, I gave each learner one-to-one feedback and set them goals and targets for future assessments. To finish, we completed an hour of theory training, during which I tested the students, underpinning their knowledge on how to embed equality, diversity and safeguarding into the nail technician role.

Instagram.com/michellebrookes_nailacademy

After the learners had left, I had a meeting with Jade, one of my tutors, regarding career progression for students and enrolments for my next course. We had a video meeting with Suzanne Clayton, brand development manager at Louella Belle, to discuss Artistic Nail Design’s training for educators and plan brand-related videos. It was then time to leave the academy.

What are your biggest career achievements? Winning Scratch Stars Educator of the Year 2022, achieving two gold medals and a silver at Nailympia London 2018, and being invited to judge at nail competitions across the UK. 72 SCRATCHMAGAZINE.CO.UK

Describe a day in your life... Every day is completely different, depending on whether I am educating or in the salon. But let me describe a recent Monday...

Tell us about your role at Louella Belle... In my position as a Louella Belle educator, I continue to run NVQ courses from my academy, but am supported with products from the company. I will add to my current portfolio of courses with Artistic Nail Design, Footlogix and Michelle sculpting enhancements using Artistic Rock Hard L&P. Famous Names training. These will feature all nail systems in the Artistic range, including Colour Gloss, Rock Hard L&P, Gel On Xtensions, Perfect Dip and Putty, as well as Footlogix pedicures, IBX and some new products. Louella Belle has a Facebook group to support nail professionals around the country, and I help and advise pros on the group and showcase demos and designs. What do you love about working for Louella Belle? The company is determined to raise standards through education and ensure that all courses follow the National Occupational

TECHSPOTLIGHT

“We’re all on a different path, and you can’t be skilled at everything, so find your strength and focus your career progression on that.”

Inside Michelle Brookes Training Academy

Standards. Being part of the Louella Belle team will help me to progress my career to the next level, and the company can benefit from my knowledge and experience. The team is very inclusive and instantly made me feel welcome and comfortable. I also admire how diverse Louella Belle’s product ranges are; there is something for every nail technician, whether you specialise Artistic Rock Hard L&P Nail Powder in VIP Pink Concealer in natural nailcare or extensions. What are your favourite Louella Belle products? My favourite system is Artistic Nail Design’s Rock Hard L&P range. When you pick up a bead, it stays exactly where you want it, allowing you to effortlessly build a structure. I particularly love the crisp, clear pinks and whites in the range. Describe your journey into education… I started my teacher training a few years after I opened my salon. At this time, there weren’t many educators in the nail space, and I felt that the industry was missing the chance to run CPD courses. I spent two years at college completing my teacher training, and gained my Level 5 diploma in Education & Training. I then worked towards achieving my Assessors Award and more recently, my Internal Quality Assurance (IQA) Award.

(660g) £59.95 + VAT www.louellabelle.co.uk

How did it feel to win Scratch Stars Educator of the Year? Winning the award was the highlight of my career so far. It was my third year of entering, so I was speechless and emotional when I won. I have entered again this year, as since winning, I have progressed my educational skills further. I have developed an online lesson manual and testing programme for learners to use, launched my online nail art series and joined the Louella Belle team.

Artistic Rock Hard L&P Nail Powder in VIP Bright White (105g) £27.95 + VAT www.louellabelle.co.uk

I developed my own range of accredited nail courses, and progressed to teaching VTCT qualifications in Nail Technology and Nail Services for SNE. I was also a Brillbird educator for eight years. What is your favourite course to teach? I particularly love teaching nail art courses, as being artistic is my favourite part of the nail technician role. However, I also think it’s incredibly important to go back to basics when possible, by re-educating on health & safety practices and client care.

What is the best piece of advice you’ve ever received? To never compare your career to anyone else’s. We’re all on a different path, and you can’t be skilled at everything, so find your strength and focus your career progression on that. What are your hopes for the future of your career? I would like to continue developing courses and education within the nail industry, as I am passionate about the sector’s need for regulation. Louella Belle products are available via www.louellabelle.co.uk /LouellaBelle @louellabelle www.michellebrookestrainingacademy.co.uk @michellebrookes_nailacademy

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A BIGboost

BUSINESSMATTERS

Do you or your team members need a morale boost? CHLOE RANDALL gathers 5 top tips to support positivity & happiness in the workspace

Why is team morale important?

Lisa Stone

“Happy, harmonious and motivated team members lead to increased productivity and success,” comments Lisa Stone, Salon System educator. “Content team members will take pride in their work and environment, and will want to grow and create a warm and welcoming space for clients. Team morale is vital in order to create an atmosphere that clients desire, and to help drive your business forward in a positive manner.”

Lead by example

“Salon owners can establish a cohesive team through leading by example,” advises Lisa Stone. “You cannot expect your team to be happy and motivated if your mood is negative. Lead the way by showing that there is reason to be positive in the workspace, and look to the future by sharing ideas and plans with your team.”

Treat one another

Use any downtime to let your employees book appointments with each other for no charge. This not only helps boost their mood, but can serve up opportunities to evaluate treatments and improve them.

“My team members and I offer treatments to each other during quiet times. We often spend the majority of our time making others look gorgeous, Charli Jepson so we love getting together to make each other feel special,” comments Charli Jepson, head of education at Glitterbels & owner of Charli & The Beauty Factory, Blackburn.

Keep your team busy

Liz McKeon

“There are always so many tasks to attend to in the salon, so make a checklist at the start of the day for your team to complete,” advises Liz McKeon, salon business expert. “This way, even if your floor isn’t full with clients, the team is focused and productive, which will boost morale. It also helps the salon space feel vibrant and attractive to clients.”

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Know your staff

According to a poll by employment website, www.peoplemanagement.co.uk, more than two in five British employees have quit a job due to a bad manager. It was also found that respecting and listening to staff and treating people well are deemed the most important attributes of a good boss. Keep these findings firmly in mind when speaking to your team, as this can influence morale.

Dominic Fitch

“Your first duty as a manager should be getting to know your employees and putting their needs first,” suggests Dominic Fitch, head of creative change at experiential learning company, Impact International.

“Get to know your team on a more personal level,” adds Lisa. “Understand each employee’s personality and what drives them. For example, they may thrive and be motivated with money incentives, or they may want to progress with training. Praise may also be a key motivator for some people. Knowing what they like and dislike can help you pinpoint areas on which to focus and improve.”

Rewards

Rewarding your team members for good work is not only a great incentive, but it also helps to increase staff loyalty. “A great way to reward accomplishments is through praise and gratitude,” says Lisa Stone. “Everyone loves to hear that they are doing a great job, as it makes them feel appreciated and valued, and it’s at no cost to you or your business. “Set targets and goals and if these are hit, you can reward with incentives such as products, bonuses, gift vouchers for the cinema or a restaurant, or a team night out. You could even pay for employees to do a training course they have expressed interest in completing.”

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SCRATCHCOLUMNIST

THE

mobile CLUB

Award-winning mobile nailist, CLARE WOODCOCK, shares top tips for making a success out of working on the move…

ABOUT CLARE WOODCOCK

Clare Woodcock is founder of The Nail Club, a mobile beauty business based in Sunbury upon Thames, Surrey. She began her nail industry journey in 2017, following 20 years in the music and entertainment sector as a senior PR manager and event producer. Clare trained with Gelish and has since expanded her nail and beauty knowledge with Bio Sculpture, Nouveau Lashes and HD Brows. She was awarded gold at the British Hair & Beauty Awards 2021 for Mobile Therapist of the Year, and scooped the Scratch Stars Mobile Nailist of the Year title in 2022. Clare also works as director of communications for the Federation of Nail Professionals (FNP).

Marketing advice for mobile pros

s a mobile nail tech, you may be asking yourself ‘how do I get more clients?’ With no physical shop front to show that you’re open for business, you must find other ways to spread the word about your services.

The most useful piece of advice I’ve ever been given is to think about your ideal client. Who are they? What do they do? Where do they go? Next, think about how they will find your business, and build your marketing around them. It’s also worth remembering that statistically, clients need to see or hear about your brand six to eight times before they will book. There are two streams of potential clients: those who know exactly what they want, and those who aren’t aware that they want to benefit from your services, so need some persuasion.

CLIENT TYPE 1

The easiest way to make consumers seeking a nail appointment aware of your business is to ensure it is visible in searches for local or mobile nail techs. You don’t need to spend a lot of money on advertising, as there are many free options utilising online platforms – the most useful being Google. Head to Google Business and set up a profile in order to appear in searches and on Google Maps. Also, create a Yell profile, as many people use the marketplace to search for local businesses, and it is visible in Google searches. The more recommendations your business has on these sites, the more it will stand out, so ask clients if they would be happy to use these to give you a review. Make sure your social feeds provide key information, such as your location, the areas you cover and the services you offer. You might prefer to solely have a presence on Instagram, but think about your ideal client and the social media platforms they use. Whichever ones you choose, ensure you share information about yourself. People buy into people.

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CLIENT TYPE 2

For the clients who don’t yet know that they want your services, use marketing tactics such as targeted ads on social media or physical flyers through doors. Perhaps there are certain areas or streets that you would like to work in, so concentrate your promotional activity in these areas. It’s useful to think about potential clients and their pain points, then pitch to them with solutions. Do they suffer from damaged nails, which you can fix with specific products? Are they nail biters, who you can support on their journey to beautiful nails? Or are they time-poor and tied to their house, but would love to be pampered? You’ll find local Facebook groups that you can pitch to, although read their guidelines as some don’t allow business adverts. If you want to target local mums, ask the nurseries or schools in your area if they are holding any raffles, and offer to donate vouchers. One of the most powerful marketing tools in our industry is personal recommendation. People often want what others have and are also more likely to trust a recommendation from a like-minded person. If your clients cannot stop shouting from the rooftops about how wonderful you are, you’ve nailed it! You might want to encourage them to refer your business to friends through a referral offer. Another tip I have learned is to avoid giving discounts. I recommend adding value instead of discounts, because nail techs often don’t charge their worth. Do not devalue your services. You are worth more and your most valued clients will enjoy a little extra to feel special, rather than a little less. Until next month,

Clare

www.thenailclub.uk /thenailclublondon @thenailclublondon

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SCRATCH PADS A pink palace Step inside Sweetcheeks Salon, Shrewsbury; a two-story premises that’s pretty in pink & promotes luxury, sophistication & impeccable service CALLIE ILEY REPORTS

ollowing 12 years as a mobile technician in Shropshire and the West Midlands, Sophie Williams decided to find a permanent home in which to offer nail services. She sought to find a space that combined indulgence with warmth and personality, never anticipating that her vision would develop into a brand, and achieve monumental success.

Sophie Williams

The doors to her first salon in Telford opened in 2015, and the stunning environment was decorated in decadent pink and gold, with plenty of foliage. News spread about the beautiful salon space and its nail art offerings, and Sophie welcomed clients who travelled across the West Midlands for treatments. With business booming, the

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entrepreneur was eager to expand and launched a training academy in 2019, before setting her sights on her next goal: to open a bigger, pinker salon. In January 2022, Sophie viewed a large two-floor building in Shrewsbury. After some consideration, she decided to purchase the property and picked up the keys four months later. “I could never have dreamed I would own such a big building, let alone run my business from it,” she smiles. Sophie boldly accepted the challenge of renovating the expansive two-floor property, which she describes as her ‘super salon’. She undertook the task of interior decorating and design herself, with help and support from her employees and family. She wanted to reflect the theme of her first salon in the new location, with pink >> décor – but on bigger scale. “I never thought that my business

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“The Sweetcheeks design is unapologetically pink; a hue that features in abundance across both salon premises, from Instagrammable neon signs to floral foliage.”

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“I am so fortunate to do a job I love, alongside such a talented team. It means so much that our clients come back regularly and tell their friends and family about Sweetcheeks.” could grow to the size it is now, and I’m so glad that I decided to take the risk and purchase another premises,” she shares. Doors to the Shrewsbury salon opened on 23 August 2022, and the business offers manicures, pedicures, L&P, gel polish and builder gel services with an extensive nail art menu, with Glitterbels as the brand of choice. Alongside nails, Sophie and her team offer brow treatments, make-up application, waxing, lash services and fully accredited Beauty Therapy courses, with the addition of hairdressing and aesthetics on consultation.

Décor & design The Sweetcheeks design is unapologetically pink; a hue that features in abundance across both salon premises, from Instagrammable neon signs to floral foliage. Sophie also opted to add some personal touches to the salon, such as a hand-painted marble feature wall. The super salon’s waiting area is in front of a wall adorned with custom-designed Love Hearts-inspired signs, featuring beautyrelated slogans. Stepping through into the salon, clients are welcomed into a bright, open-plan space where a bespoke six-foot reception desk from Glitterbels awaits. The pedicure area features a dazzling sequin wall; the perfect backdrop for the signature Sweetcheeks High Tea Pedicure with prosecco and cocktails. Within this space, Sophie added matching nail desks for training and treatments, and the pink shades extend to the hair station, with its leather chairs and reclining backwashes. A sophisticated and sleek white marble floor runs throughout the salon and continues up to the second floor, where spray tan, aesthetics, lash and brow services take place. Light floods into the lash and brow room from the front windows, bathing the pink curved treatment beds in light. “I opted to buy curved treatment beds from Salon Bae, as I wanted clients to be as comfortable as possible during lash appointments. They can snooze while our team gets on with the hard work,” Sophie smiles.

A tight-knit team Sophie describes her friendly and welcoming staff as a ‘salon family’, with over 20 employees across her two premises. She prides herself on selecting her staff based on experience, expertise and creativity, as well as impeccable customer service skills, and credits the work of her team to the growth and development of the salon brand.

The Sweetcheeks salon team

“I am so fortunate to do a job I love, alongside such a talented team. It means so much that our clients come back regularly and tell their friends and family about Sweetcheeks,” shares Sophie.

“Opening Sweetcheeks Shrewsbury has been a dream come true, and knowing that it is mine is still a ‘pinch-me’ moment. I’m so grateful to everyone that has supported me and my business from the beginning.” www.wearesweetcheeks.com /www.wearesweetcheeks.co.uk

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@sweetcheeks_salons

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EXPERTADVICE

How to make £££

from retailing Retail expert, WIZZ SELVEY, shares pointers to help you embrace the power of retailing & pull in more profit per appointment

ABOUT WIZZ SELVEY Founder & CEO of WIZZ&CO

Wizz Selvey is a go-to name for market insights and advice in the retail industry. Previously head of buying at Selfridges and director at Cowshed Beauty and Soho Home, Wizz is the founder of WIZZ&CO, a strategy agency specialising in retail, consumer trends and brand building. Named an ‘expert’ in the Top 100 Retail Influencer List 2023 by Re-Think Retail, Wizz is an international speaker for trend forecast events (including at Google’s London offices) and a regular contributor to industry and mainstream press. Wizz has worked with thousands of brands and understands what works for markets. She is passionate about helping businesses combine innovation, creativity and commerciality to achieve great results.

reating luxury and lasting experiences for customers in your salon is essential. This year, there may be greater consideration regarding how and where you spend your money, and I want to help you think about how your business can provide the next layer of a ‘luxury’ experience, with retail.

“A big people crave meaningful opportunity ashuman interaction. Talk to According to Scratch’s I see for salons them about more than the Reader Survey 2022 service you’re providing. It’s and treatment reader survey, 55.7% likely that you have great of respondents don’t centres, is to create relationships with some of retail products to their your customers, as people an element of clients; not even ‘basic’ buy from people. Creating retail items such as hand emotional connection a ‘take-home byanensuring creams or cuticle oils. I have you and your experience’.” business are memorable will been regularly speaking to my clients about the cost of living crisis and to what extent, if any, this is impacting their customers. People are always divided in their opinions on spending at difficult times like this. Are your customers happy to splurge? Are they younger, and living at home where the pinch isn’t felt so hard? Or are they buying less, but better quality? How can you lead customers through a luxury pampering experience, even with everyday products, or offer them something as a ‘treat’? A big opportunity I see for salons and treatment centres, is to create an element of a ‘take-home experience’, where the customer can receive a personal shopping recommendation. Is there a way you can suggest post-treatment products, for them to take home to prolong their manicure? If your customer base is local, text personalised offers, such as 25% off a cuticle oil when they book a nail appointment. Upselling is difficult if you’re not in contact, but suggesting something that will help the client feel great for longer, or to support maintenance at home, will add a level of value and luxury to their overall experience. What’s really important this year is how you connect with customers on a deeper level,

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unlock more growth and revenue. More customers are opting to spend in places that align to their values, as well as their practical needs, so salons and spas shouldn’t be afraid to share this information, either in newsletters or on social media, as a talking point. Some ideas for this might be: do you have vegan-friendly products available? Do you have natural and science-based products based on different customers’ preferences? Or are some of your products locally sourced? Customers are thinking with their wallets, so how can you show them your credentials or ethics? Your strategy needs to be aligned with your values, as well as your customers, as this will engage them more deeply in the purchasing decision. If your salon is outside of London, cut-through and engagement might be easier to grow with a new customer base. In the post-Covid world, people now understand the value of spending in their local high street, and potentially know people who have smaller businesses or are running them themselves. www.wizzandco.com /wizzandco.retail @wizzandco @wizz.and.co

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