📰 As featured in Professional Beauty magazine
I’m so proud to share that this article was recently published in Professional Beauty — one of the leading voices in our industry.
In it, I reflect on how far we’ve come since the pandemic, what challenges still linger, and the practical steps salon and clinic owners can take to not just survive, but thrive in 2025 and beyond.
Whether you’re a solo therapist, a multi-room clinic, or just feeling stuck in the same old patterns — this is for you.
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Five years ago, the world stopped — and our clinics, salons, and spas were closed . I remember sitting in my own medispa, feeling absolutely overwhelmed — not just by the unknown, but by the responsibility of keeping my team and business afloat.
Since then, we’ve adapted, evolved, and in some ways… just carried on. As a medispa owner and coach, I’ve had a front-row seat to the shifts in our industry.
So here it is: 5 things that have changed, 5 things that haven’t, and 5 big opportunities to move your business forward in 2025 and beyond.
5 Things That Have Changed
1. Clients Expect More During the pandemic I knew I had to improve my online booking facility — mainly to handle the demand when we reopened. I’m so glad I did! Since 2020, I’ve seen a huge increase in online bookings, now around 70 to 90 appointments a week. Pre-pandemic? I could count them on one hand. Clients expect instant bookings and a smooth experience.
2. Results-Led Treatments Clients are more educated and want outcomes, not just experiences. Having offered laser and machine-based facials for nearly 20 years, booking laser is now almost as common as booking a brow wax. Offering ‘classic beauty’ treatments alone is no longer enough.
3. Wellness Is A Priority Clients aren’t just asking how to look younger — they want to live longer. I’ve seen a surge in IV drips and vitamin injections, and a growing interest in “longevity treatments” inspired by the Blue Zones.
4. Social Proof Before-and-afters, reviews, and educational content drive bookings. If you’re not showing your work and voice online, you’re missing a powerful tool.
5. Team Culture Matters The biggest challenge I hear is recruiting and keeping good people. Some of my team have stayed with me over a decade. What I’ve learned is flexibility and support matter. Let them go to their child’s sports day or nip out to fix a flat battery. Sit down monthly to ask, “What do you need from this job?” When your team wins, you win too.
5 Things That Haven’t Changed
1.The Time-for-Money Trap I speak to many owners who are still tied to the treatment room. They can’t imagine handing over loyal clients. I was there too — but 10 years ago I made the shift, and it changed everything. You can’t grow your business if the business is you.
2. Connection Builds Loyalty Clients don’t come back just because you gave them great brows — they come back because of how you made them feel. We’re not just therapists, we’re listeners, advisors, even friends. That hasn’t changed.
3. Pricing Insecurity Remains Undercharging to “stay competitive” is still widespread. I always ask new coaching clients: “Do you know your cost per hour?” Most don’t. They price by comparison. This simply doesn’t work. Pricing based on real numbers is crucial for success.
4. Recruitment is Still a Battle (But the Tide Might Be Turning) Chair rental and self-employment have made recruitment harder. But I think the tide is turning. The flexibility of being self-employed sounds good, but lacks financial stability. I’ve found staff are starting to value that stability again.
5. Burnout is Still Rising With rising costs, wage pressures, and VAT stress, many owners are exhausted. Industry groups are pushing for VAT reform, but some won’t survive long enough for it to make a difference.
5 Opportunities to Move Forward in 2025 and Beyond
1. Memberships Monthly memberships boost loyalty and improve cash flow. I’ve run a membership scheme for over 10 years — clients pay monthly, choose treatments each visit, and love the flexibility. It’s a great model which is on the up.
2. Build a Brand Clients buy into you. Use your website, socials and emails to show your face and your values. Every time I post a reel, someone new walks through the door saying, “I saw your video!” It doesn’t have to be perfect — it just has to be you.
3. Embrace AI I use AI tools to speed up my content creation — blogs, emails, social posts. It’s still my voice, just faster. I teach this to salon and clinic owners, and once they embrace it, there’s no going back.
4. Diversify Get creative — virtual consultations, e-commerce, and events enhance your business. I recently introduced FaceTime consultations for busy clients. It starts a relationship and offers guidance, when otherwise that client might never have booked.
5. Get Support Whether it’s a coach or a business community — get support. I’m part of a group myself, and the clarity it gives me is priceless. I see the same in the owners I coach: they breathe easier when they realise they’re not alone.
Final Thoughts
The pandemic changed us. Our clients, our teams, and our own mindset as business owners — and yet, here we are. Stronger. Smarter. Still full of passion. We’ve weathered the storm, and despite consistent challenges, the road ahead is filled with opportunity, if you’re willing to adapt, evolve, and lead with purpose.
I know how hard this business can be. But I also know how incredible it feels when you step into your role as a true CEO — and build something that supports you as much as you support others. We can build businesses that honour the craft and the owner behind it.
The next five years don’t have to look like the last… and that’s a good thing. Now, it’s up to us to continue shaping the future of our industry with creativity, innovation, and an unshakeable commitment to our clients.
About the Author
Rachael Hyland is known as ‘The Spa Doctor’ a successful medispa owner and coach who helps spa, salon and clinic professionals grow profitable, purpose-led businesses — without burnout. Follow her for straight-talking advice, inspiration, and strategies on instagram here.
Or if you’d like personal help with your business you can get in touch with Rachael here to discuss group or one-to-one mentoring.