Major expansion of its professional education programme with pioneering courses, new investment, and the appointment of Dina Demetriou as Head of Education.
Published:Building on a year of pivotal investment in people and infrastructure, Beauty Works is redefining what it means to train as a Hair Extensionist. This renewed focus follows an unprecedented 2024, during which the company introduced dedicated Regional Educators and a bolstered sales team across the UK.
Central to this new era of professional support is the appointment of Dina Demetriou as Head of Education. Having spent the last seven years as a pivotal figure within the professional sales team, Dina brings her passion, leadership, and breadth of industry knowledge to the helm of Beauty Works’ education division. A former salon owner and Regional Sales Manager, she understands the challenges facing stylists and salon businesses first-hand, ensuring that education is tailored to the real-world needs of professionals at every level.
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“I’m absolutely delighted to step into the role of Head of Education at Beauty Works. Having spent years in the industry, I know firsthand how crucial it is for stylists to receive comprehensive, hands-on support. Our new 2025 education initiatives are designed not only to enhance technical skills in fitting and blending extensions, but also to help stylists develop essential business and social media expertise. My goal is to ensure every professional who trains with us has the confidence, knowledge, and resources to thrive in today’s competitive market,”
– Dina.
For 2025, Beauty Works will introduce all-new educational courses designed to offer advanced support in fitting, cutting, and blending extensions, while also adding business and social media management skills to help stylists build long-term success that goes beyond the technical side of hair extensions.
• Expanded Topics: Stylists at every stage of their career will benefit, and new or smaller businesses can gain essential insights and support to grow sustainably.
• Reward Scheme Access: Upon completing their course, stylists automatically qualify for the Beauty Works reward scheme, earning monthly allowances for aftercare and styling tools, alongside other exclusive benefits. Participants can progress through Bronze, Silver, Gold, and Platinum tiers, unlocking enhanced perks at each level.
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In addition to strengthened education, Beauty Works continues to invest in its dedicated trade sales and marketing team, offering personalised support to salons and stylists across the UK. Trade partners also enjoy access to regional events and masterclasses, collaborating with some of the country’s most exciting hair stylists—among them celebrity stylists Jay Birmingham and Dom Seeley, as well as accomplished salon owners like Calum Tierney at the award-winning Terence Paul salon group.
“Our sales, marketing and education teams bring together years of combined experience, merging their passion for the industry and their expertise to support our professional customers like never before. We’ve invested heavily in our people, and we’ll continue to do so into 2025 with many new roles on the horizon. This, combined with our increased focus on adding significant new tools, technology, and infrastructure, will provide salons and stylists with industry-leading support they won’t find anywhere else,”
– Penelope Cheshire, Founder and CEO at Beauty Works.
For more information about Beauty Works and their new educational and support initiatives, visit www.beautyworks.com.
Chris Grimley, Textured Hair Specialist, and Owner Of Fusion Hair Co & Textured Curl Academy shares the trends.
Published:Bold, high-volume textured hair stole the show. Campbell’s gravity-defying, sculptural texture was a striking departure from the sleek styles she’s often known for. This dramatic shift didn’t just complement DSquared2’s rebellious aesthetic, it reinforced the growing momentum behind *big, expressive hair on the runway. While luxury fashion has often favoured polished minimalism, this season proves that volume, movement, and fearless texture are carving out their place in the industry.
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The hair design perfectly complemented the show’s powerful Renaissance narrative with extra-long, beachy mermaid waves paired with loose braids. This modern interpretation of historical beauty focused heavily on the hair’s natural texture, showcasing a variety of different hair types on the runway, which was wonderful to see. This kind of textured hair reflects a growing shift, one that celebrates authenticity and embraces natural movement. The emphasis on length, volume, and subtle detailing further enhances this trend, and I expect to see it widely embraced in 2025.
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Labrum London marked a powerful moment for Afro-textured hair on the 2025 runway, blending rich African hairstyling traditions with modern innovation. The show featured Bantu knots, parted with pillars of synthetic wavy and coil hair, locs adorned with dangling beads, and intricate cornrows, all pushing Afro-textured styles to new, breathtaking heights. Labrum London has elevated Afro-textured hair beyond what we typically see on the runway.
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With a subtle nod to the 1980s, hair was all about controlled volume. Models sported teased, voluminous hair that highlighted natural movement and volume without the excessive styling typical of that era. The focus was on pre-styling and blow-drying techniques to achieve height at the roots, resulting in a relaxed and contemporary interpretation of the iconic ’80s look. The focus is on technique and preparation to create volume and shape and is a refreshing approach.
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A timeless ‘just-woke-up’ look, but still runway style polished, the show embraced the art of effortlessly textured hair, blending soft volume with just the right amount of structure. The looks were fluid and natural, yet maintained a sense of definition, showcasing a relaxed yet elevated approach to texture. Key to achieving this look was the use of textured spray, which created a natural, ‘effortlessly mused’ finish.
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