Beauty Business Matters

By Susan Routledge

"Beauty Business Matters" is an essential podcast for ambitious beauty salon and skin clinic professionals. Host Susan Routledge delves into the heart of industry success, interviewing global business... more

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FAQs about Beauty Business Matters:

How many episodes does Beauty Business Matters have?

The podcast currently has 73 episodes available.

Beauty Business Matters episodes:

November 03, 2025 Behind the Scenes of Professional Beauty: Insights from Industry Leaders and Innovators
Susan brings together insightful clips from various guests, highlighting their unique journeys and experiences in the beauty industry. The episode features David Alpert from IIAA, who shares the inspiring story of how he and Tracy built their skincare brand, Environ, from humble beginnings in South Africa to becoming a significant player in the UK market. Vicky Ross discusses the importance of mindset and the impact of stress on our lives, while Jaxon Feeley offers a powerful perspective on navigating transitions and vulnerability, particularly in challenging environments. Nergish Wadia Austin emphasises the significance of high standards in the beauty industry, drawing from her extensive experience at Harrods. Finally, Samuel and Samantha Sweet from Sweet Squared share their journey of building a successful business rooted in customer care and community.
KEY TAKEAWAYS

Journey of Entrepreneurship: David Alpert shares the story of how he and Tracy started their business in the UK with very little money and no connections, emphasising the importance of determination and resilience in building a successful company from humble beginnings.
Mindset and Stress Management: Vicky Ross discusses the difference between eustress (positive stress) and distress (negative stress), highlighting the importance of focusing on solutions rather than worrying about problems. She emphasises that stress is often a future-oriented emotion and encourages listeners to be present and proactive.
Vulnerability and Connection: Jaxon Feeley reflects on his experience transitioning in a male-dominated prison environment, stressing the significance of having difficult conversations and being open about vulnerabilities. He believes that sharing personal struggles can foster understanding and connection among individuals facing their own challenges.

BEST MOMENTS

"We like to think of the people that work there as part of the family and the people that we work with externally as part of our community." - David

"Stress is an emotion of the future. If you could spatially place it, why do you not pay attention to it in this moment?" - Vicky

"Whenever you go through a transition in life, it doesn’t just affect you; it affects everyone around you." - Jaxon

"Education in the industry is critical. It’s ongoing education that sets the standards." - Nergish

"I wanted people to call and feel like they were getting a bit of love and respect." Samuel

HOST BIO
Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication.
Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.
Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2.
She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.
Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS
https://susanroutledge.com
https://www.instagram.com/susan_routledge/
https://www.tiktok.com/@beautybusinessmatters
https://marketing.susanroutledge.com/beauty-and-the-best-chapters

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

...more
46min
October 27, 2025 Celebrating a Year of Transformation: Highlights from Beauty Business Matters' Anniversary Episode
In this special anniversary episode of Beauty Business Matters, Susan reflects on a year filled with inspiring stories and valuable insights from industry experts. The episode features highlights from interviews with notable guests such as Arif Isikgun, who shares his transformative journey in the beauty industry, and Josh Yardley, whose first client was Princess Diana. Listeners will also hear from Pauls Clipsham about the resilience of salon owners during the pandemic, and Mark Maloney discusses the evolution of Professional Beauty. The episode culminates with a look back at the very first guest, Ronan Percival from Phorest Software, who emphasises the importance of passion and innovation in business.
KEY TAKEAWAYS

Diverse Journeys in the Beauty Industry: Each guest shared unique experiences and paths within the beauty industry, highlighting that there are many ways to succeed and grow, whether through retail, education, or entrepreneurship.
Resilience During Challenges: The impact of the pandemic was a common theme, with many guests discussing how they adapted and found opportunities for growth during difficult times, emphasising the importance of resilience in the beauty business.
Importance of Customer Relationships: Building strong relationships with clients is crucial in the beauty industry. The bond formed between beauty therapists and clients is unique and essential for business success.
BEST MOMENTS

"I fell in love with the art of transformation. Beauty products make you feel a certain way, and I wanted to find natural solutions instead of going down the route of medication." - Arif

"My first ever customer was a new fancy club called the Harbour Club in Chelsea, and Princess Diana was the first number one member. That gave me a little bit of leverage." - Josh

"Lockdown was so tough for so many people. And yet, for me, it's the best thing that ever happened. It gave me time to reflect and magnified my business direction." - Paula

"At its best, the salon sector has a real care about their customers and their teams, combined with savvy business practices. We need to shout that more." - Mark

"If you're in love with the business, you're going to be more enthusiastic and willing to improve it. That energy attracts customers and motivates your team." - Ronan

HOST BIO
Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication.
Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.
Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2.
She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.
Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS
https://susanroutledge.com
https://www.instagram.com/susan_routledge/
https://www.tiktok.com/@beautybusinessmatters
https://marketing.susanroutledge.com/beauty-and-the-best-chapters

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

...more
46min
October 19, 2025 Practical AI Tips for Entrepreneurs: Marnie Wills' Guide to Enhancing Your Business Operations
Susan welcomes AI strategist Marnie Wills, an expert in the field of artificial intelligence and its applications in business. Marnie shares her inspiring journey from being an international athlete to becoming a successful entrepreneur and AI strategist. The conversation delves into the transformative power of AI, discussing practical ways to leverage AI tools like ChatGPT and Jasper for business growth and efficiency. Marnie emphasises the importance of using AI as a collaborative partner rather than a mere tool, encouraging listeners to create personalised AI systems that enhance their productivity. With actionable tips and insights, this episode is a must-listen for anyone looking to navigate the evolving landscape of AI in their industry.
KEY TAKEAWAYS
AI as a Second Brain: Utilise AI tools like ChatGPT not just as a writing assistant but as a second brain that can help brainstorm ideas, generate content, and provide insights based on your expertise and input.
Creating AI Projects: Set up specific AI projects tailored to your needs. This involves organising relevant documents and providing clear instructions to the AI, which can enhance its ability to assist you effectively.
Continuous Learning: Embrace a mindset of continuous learning and adaptation. Regularly engage with AI tools, listen to podcasts, and explore new features to stay updated on the rapidly evolving landscape of AI technology.
Collaboration with AI: Approach AI as a collaborator rather than a replacement. By working alongside AI, you can enhance your creativity and efficiency, allowing it to handle repetitive tasks while you focus on strategic decision-making.
BEST MOMENTS
"I think it's really important that we ask our large language model... what your perspective is, or any stories related to an outcome that it's told you to write about." - Marnie

"AI content is expected. So I don't think that's an issue, but I think you would probably agree, you don't want to read boring AI stuff all the time."
- Marnie
"I think learning from someone who is a true expert, who can like sort of be ahead of that curve kind of thing, is just so valuable." - Susan

HOST BIO
Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication.
Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.
Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2.
She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.
Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS
https://susanroutledge.com
https://www.instagram.com/susan_routledge/
https://www.tiktok.com/@beautybusinessmatters
https://marketing.susanroutledge.com/beauty-and-the-best-chapters

Connect with Marnie - https://www.linkedin.com/in/marnie-wills-entrepreneur?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app

https://stan.store/business_with_ai_strategist
Download Free Resources -

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

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52min
October 12, 2025 Behind the Scenes of Electrolysis: Insights into Treating Complex Skin Conditions and Building Client Trust
Susan welcomes Natalie Jackson, the 2025 Professional Beauty Electrologist of the Year at NJ Skin Clinic. Natalie shares her inspiring journey into the world of electrolysis, detailing her initial reluctance towards the discipline during her training in beauty therapy, which began in 1989. As she recounts her experiences, Natalie highlights the transformative power of advanced cosmetic procedures and the profound impact they can have on clients' self-esteem. The conversation delves into the evolution of her career, from working in a salon to establishing her own business, and the challenges she faced along the way, including balancing motherhood with her professional aspirations. With a focus on the importance of specialisation and high standards in the beauty industry, Natalie discusses her commitment to continuous learning and her passion for helping others.

KEY TAKEAWAYS

Journey into Electrolysis: Natalie's career in beauty therapy began in 1989, where she initially struggled with electrolysis but eventually fell in love with the profession, particularly the impact it had on clients' self-esteem.
Specialisation and Expertise: Over the years, Natalie has specialized in advanced cosmetic procedures, particularly in electrolysis, which has become increasingly popular as an alternative to laser treatments. Her focus on this niche has established her as a trusted expert in the field.
Client Impact: The transformative effect of her work on clients is a significant motivator for Natalie. She shared poignant stories of clients whose self-esteem improved dramatically after receiving treatment for conditions that affected their appearance.

BEST MOMENTS
"I think when you become good at something, you then start to love it, you know, and that's what happened."
- Natalie
"Electrolysis is one of beauty's best kept secrets, you know, it's such a skill."
- Natalie
"It's finding someone that's hard because there aren't many of us that have done that advanced training or have the years of experience." - Susan

"I think specialising, it's like a secret power, really. It's scary to do, but you can't live your life for other people." - Natalie

HOST BIO
Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication.
Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.
Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2.
She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.
Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS
https://susanroutledge.com
https://www.instagram.com/susan_routledge/
https://www.tiktok.com/@beautybusinessmatters
https://marketing.susanroutledge.com/beauty-and-the-best-chapters

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

...more
40min
October 05, 2025Decoding Personality and Connection: The Universal Colour Language of IMA with Founder James Knight
DESCRIPTION
Susan welcomes the incredibly special guest James Knight, the founder of IMA, a universal colour-based language designed to help people connect and understand one another better. Celebrating 50 years since its founding, James shares the fascinating origin story of iMA, which grew from his time at the Dale Carnegie organization and his desire to effectively "look at things from the other person's point of view". He breaks down the four IMA High Colours (Blue, Green, Red, and Yellow) and how identifying a person's core colour is the key to their systematic comfort zone, influencing their thinking, decisions, emotions, and expectations. Discover how IMA, despite its simplicity, is a powerful tool with global reach for building peak performance teams, enhancing relationships, and reducing stress by helping people connect with the 75% of the world on a different "wavelength".

KEY TAKEAWAYS
IMA is a universal colour-based language created by James Knight to help people connect and communicate more effectively.

The system was born from James's early career at Dale Carnegie, where he sought a way to apply the principle of "look at things from the other person's point of view".

Despite 8 billion people on the planet, there are only four "comfort zones," or IMA High Colours, which determine a person's most comfortable way of thinking, deciding, and managing emotions.

The acronym IMA stands for Identify the colour, Modify the message, and Adapt the treatment (or Appreciate the differences).

The beauty industry is noted to have a high tendency of High Blue individuals due to their nurturing side and brilliance in being great listeners and devoted friends.
BEST MOMENTS
"My job was to organize classes for the Dale Carnegie courses for their public speaking course... Rule number one of How to Win Friends and Influence People is to become genuinely interested in others."

"Although there are some now 8 billion people on the planet, there are not 8 billion comfort zones. There are only four..."

"People tell me the reason they like I'm a is because it's simple, but it goes deep. It's got universal applications and it's got a global reach to it as well."

"The bad news is, 6 billion people on the planet are on a different wavelength than us. And when people are different, they have trouble connecting..."
HOST BIO
Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication.
Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.
Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2.
She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.
Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS
https://susanroutledge.com
https://www.instagram.com/susan_routledge/
https://www.tiktok.com/@beautybusinessmatters
https://marketing.susanroutledge.com/beauty-and-the-best-chapters
This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
...more
56min
September 28, 2025 The Science of Skin: Understanding Corneotherapy and Its Impact on Epidermal Function
Susan welcomes Maria Rylett-Byrd, a renowned corneotherapy consultant, to discuss the fascinating world of corneotherapy and its significance in skin health. Maria explains that corneotherapy focuses on preserving the epidermis and its function, emphasizing the importance of protecting the skin barrier. She shares her journey from traditional beauty therapy to specializing in skin health, highlighting the evolution of the industry and the need for a holistic approach to skincare. The conversation delves into the origins of corneotherapy, its scientific foundations, and the role of education in empowering therapists to make informed decisions for their clients. Maria also discusses her role as Madam Chair of the International Association for Applied Corneotherapy and the importance of community in advancing this field.

KEY TAKEAWAYS
Understanding Corneotherapy: Corneotherapy focuses on the skin's outer layer, the epidermis, and aims to preserve its function and barrier. It emphasises the importance of maintaining healthy corneocytes, which are essential for skin barrier integrity.
Holistic Approach to Skin Health: A holistic perspective is crucial in treating skin issues. Factors such as gut health, stress, and topical treatments all play a role in skin conditions, and addressing the root causes is essential for effective treatment.
Community and Support: Building a community of like-minded professionals is vital for advancing corneotherapy. The establishment of associations and networks helps therapists connect, share knowledge, and support each other in their practice.

BEST MOMENTS

"It does seem to be moving generally more towards that... health and wellness... rather than just being like treatment focused." - Susan

"If you can't justify the action, then maybe the skin doesn't need it in the first place. So it becomes a whole, it puts the power back into the therapist's hands." - Maria

"The whole ethos is about caring for skin the right way, intelligently. So actually it's for every skin." - Maria

HOST BIO
Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication.
Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.
Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2.
She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.
Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS
https://susanroutledge.com
https://www.instagram.com/susan_routledge/
https://www.tiktok.com/@beautybusinessmatters
https://marketing.susanroutledge.com/beauty-and-the-best-chapters

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

...more
37min
September 21, 2025 Mindset and Management: Stephanie's Path to Understanding Numbers and Client Relationships
Susan sits down with Stephanie Podmore, the owner of Escape Beauty and Skin, to explore her unique journey into entrepreneurship. Stephanie shares her transition from aspiring sports professional to successful salon owner, detailing the challenges she faced, including navigating motherhood and the impact of COVID-19 on her business. The conversation delves into the importance of understanding financials, nurturing client relationships, and fostering a supportive team environment. Stephanie emphasises the significance of involving her staff in decision-making and how this approach has led to a thriving business culture. With insights on personal growth and resilience, this episode is a testament to the power of passion and dedication in the beauty industry.

KEY TAKEAWAYS

Understanding Numbers is Crucial: Gaining a clear understanding of financial metrics and margins is essential for running a successful business. This knowledge helps in making informed decisions about pricing and managing expenses.
Nurturing Client Relationships: Building strong rapport with clients is vital. Providing personalised experiences, such as offering upgrades or thoughtful gestures, enhances client satisfaction and loyalty.
Team Involvement in Decision-Making: Involving team members in business decisions fosters a sense of ownership and responsibility. This collaborative approach not only boosts morale but also aligns individual goals with the overall objectives of the business.
Adaptability and Mindset: Embracing change and maintaining a positive mindset during challenging times is important. Learning from experiences and being open to new strategies can lead to growth and improvement.

BEST MOMENTS

"I would hate for someone to work for me that didn't want to be there." - Stephanie
"I never went to uni in the end. I did my level two and my level three." - Stephanie
"I honestly, up until when I left, I had a bit of a tricky birth with Bonnie." - Stephanie
"It's really not healthy for someone to stay with you if they've got aspirations to do something." - Susan
HOST BIO
Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication.
Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.
Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2.
She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.
Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS
https://susanroutledge.com
https://www.instagram.com/susan_routledge/
https://www.tiktok.com/@beautybusinessmatters
https://marketing.susanroutledge.com/beauty-and-the-best-chapters

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
...more
47min
September 15, 2025 Transforming Aftercare: Why Hypo21 is Essential for Aesthetic Treatments and Everyday Use
Susan welcomes Nikki Madani, the founder of Hypo21, a revolutionary skincare product that has garnered acclaim across the beauty industry. Nikki shares her unique journey from a successful career in dentistry to creating a product that addresses the need for effective aftercare in aesthetic treatments. With a background in dental nursing and a passion for entrepreneurship, Nikki discusses the science behind Hypo21, which utilizes hypochlorous acid, a natural compound produced by our own bodies, to promote healing and protect the skin. The conversation delves into the extensive research and development process that led to the creation of Hypo21, its various applications for skin conditions, and its suitability for all ages, including babies. Nikki emphasises the importance of using professional-grade products and shares insights on how Hypo21 can enhance skincare routines and support overall skin health. This episode is a must-listen for anyone interested in innovative skincare solutions and the entrepreneurial spirit behind them.

KEY TAKEAWAYS
Background in Dentistry: Nikki transitioned from a successful career in dentistry, where she worked her way up from a dental nurse to practice management, to the beauty industry, driven by a desire to create effective aftercare products for aesthetic treatments.
Hypo21 Product Development: The idea for Hypo21 emerged from Nikki's experience in dental aesthetics, where she noticed a lack of aftercare solutions for procedures like Botox and fillers. This led to the development of a unique hypochlorous acid formulation that is safe and effective for skin healing.
Unique Filtration System: Hypo21's formulation is distinguished by its unique filtration system, which took five years to develop. This system ensures the product remains pure and stable without the addition of harmful chemicals, making it suitable for various skin conditions and even for use on babies.

BEST MOMENTS
"I wanted to create something that the dental world could give or aesthetic world could give as an aftercare." - Nikki
"I just love the fact that you are supporting and helping everyone so well as well." - Susan
"Hypochlorous is what our own white blood cells produce to protect and heal us on the inside." - Nikki

HOST BIO
Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication.
Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.
Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2.
She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.
Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS
https://susanroutledge.com
https://www.instagram.com/susan_routledge/
https://www.tiktok.com/@beautybusinessmatters
https://marketing.susanroutledge.com/beauty-and-the-best-chapters

Website: www.hypo21.co.uk

Phone: 01923 222296

WhatsApp: 07710 885 916

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
...more
45min
September 07, 2025 Building a Brand: The Secrets Behind Rebecca Elsden's Rise to a Bestselling Author and Award Finalist
Susan interviews Rebecca Elsden, the first author featured since the release of the bestselling book "Beauty and the Best 3." Rebecca shares her inspiring journey in the beauty industry, starting from her childhood passion for beauty to overcoming challenges in her career, including the impact of the pandemic on her business. She discusses her transition from working in salons to establishing her own successful clinic, ReSkin, and emphasises the importance of being proud of one's achievements. The conversation highlights the significance of social media in building a brand, the value of continuous learning, and the drive to push beyond comfort zones to achieve success.

KEY TAKEAWAYS

Embrace Challenges: Being thrown into challenging situations can lead to rapid learning and growth. Real-world experience often teaches more than formal education.
Passion and Specialisation: Finding a specific area of passion within the beauty industry, such as skin care, can lead to greater fulfillment and success. Specialising allows for deeper expertise and better service.
Utilise Social Media Effectively: Engaging with clients through social media, especially live videos, can significantly enhance visibility and connection. Consistency and authenticity in content can build trust and attract new clients.
Celebrate Achievements: It's important to acknowledge and promote personal and business achievements, such as awards and recognitions. This not only boosts confidence but also helps in standing out in a competitive market.

BEST MOMENTS

"If you can't be proud of yourself, how do you expect anyone else to be proud of yourself?" - Rebecca

"I think sometimes when you are thrown in, it is the best way." - Rebecca

"You’ve got to be proud of yourself for where you’ve got to." - Rebecca

"I think it’s about organisation. If anything teaches you to be organised, it’s having twins." - Rebecca

HOST BIO
Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication.
Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.
Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2.
She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.
Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS
https://susanroutledge.com
https://www.instagram.com/susan_routledge/
https://www.tiktok.com/@beautybusinessmatters
https://marketing.susanroutledge.com/beauty-and-the-best-chapters
This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/
...more
46min
August 31, 2025 Building a Legacy: How to Create a Brand That Lasts Beyond You
Susan welcomes brand and vision expert Jojo Smith from CreativSAS. The conversation dives deep into the critical distinction between "brand" and "branding," emphasising that true branding goes beyond visuals to encompass values, personality, and emotional connection. Jojo shares her inspiring backstory, detailing her journey from the corporate world to becoming a successful entrepreneur, and highlights the importance of self-awareness and authenticity in building a lasting brand. The episode also explores how businesses can create a sense of belonging for their teams and clients, ultimately leading to a more sustainable and impactful brand legacy. With a mix of personal anecdotes and practical advice, Jojo's passion for branding shines through, making this episode a must-listen for anyone looking to elevate their business.

KEY TAKEAWAYS

Understanding Brand vs. Branding: There is a crucial distinction between a brand and branding. A brand encompasses the core values, beliefs, and personality of a business, while branding refers to the visual elements like logos, colors, and fonts. Many people mistakenly equate the two, thinking that having a logo means they have a brand.
The Importance of Self-Awareness: Self-awareness is essential for business owners. Many believe they are self-aware, but statistics show that only 15% actually are. Understanding one's own values and beliefs is critical for building a strong brand and connecting with clients.
Creating a Brand Experience: A successful brand must engage all five senses and evoke emotions. The experience a client has with a brand is what keeps them coming back, making it vital for businesses to create an environment that feels welcoming and authentic.

A child goes into care every 15 minutes!

BEST MOMENTS
"So many businesses make that mistake. They dress themselves how they think they should be rather than how they could be." - Jojo

"Your brand will absolutely eradicate any competition. It doesn't matter if you do exactly the same service; it's how you make them feel." - Jojo

"You hear a lot of like, you know, come together and make the values as a team. Do you agree with that or does that person need to have those values?" - Susan

"If you don't love yourself, how can you expect any other clients, team, suppliers to?" - Jojo

HOST BIO
Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication.
Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive.
Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1 and 2.
She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars.
Susan's expertise continues to shape and elevate the beauty industry worldwide.

USEFUL LINKS
https://susanroutledge.com
https://www.instagram.com/susan_routledge/
https://www.tiktok.com/@beautybusinessmatters
https://marketing.susanroutledge.com/beauty-and-the-best-chapters

https://www.instagram.com/creativsas/
https://www.creativsas.co.uk/

This Podcast has been brought to you by Disruptive Media. https://disruptivemedia.co.uk/

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The podcast currently has 73 episodes available.