MENU
SEARCHIn time for Earth Month, Sustain Beauty Co. publishes its second Marketing Toolkit, which is packed with free resources, including more than 100 ideas for promotions you can use in April and beyond.
When is comes to environmental sustainability, there is a huge divergence between what guests think and what professionals believe they think.
Sustain Beauty Co
Nearly 60% of clients would think more highly of their salon if they were aware of its sustainability efforts, according to a recent research studycarried out by Sustain Beauty Co. Answers from more than 1,000 professional salon customers highlighted a huge divergence between what guests think and what professionals believe they think.
“As we come together to mark Earth Month 2025 this April, we need to recognize the misalignment in attitudes and launch a more meaningful dialogue without prejudice,” said Valorie Tate, founder of Sustain Beauty Co, which is running long-term studies into sustainability attitudes in the industry. “Earth Month is an ideal time to start open-minded conversations both internally and in your marketing. That’s why we are publishing a second, more robust, Marketing Toolkit in time for Earth Month. It’s packed with a ton of free resources including over 100 different ideas for promotions you can use in April and beyond.”
The Green Fee Survey, carried out in December,also questioned professionals on how the industry should fund its transformation, unearthing some resistance to the concept of the Green Fee. Currently only 22% of salons have a surcharge to help cover the costs of recycling, waste reduction and more, while one and three professionals actively opposed the fee. Opposition was fueled by a conviction guests would not stomach the extra charge.
“We keep coming up against a belief among professionals that no one cares about sustainability or wants to pay for it,” added Tate. “In our attitudinal survey last year, 60% of respondents described sustainability as extremely important to them but they didn’t think it was important to others. When asked how important it was to colleagues, they judged only 30% would care, while they believed among guests and their community only one in five cared. We’ve got to find ways to talk to one another to drive the agenda to save the planet. Our latest survey shows guests do care but we will never bridge this gap if we are too afraid to talk about it.”
Every year, SBCo updates its marketing Toolkit, available to its community and the broader industry. This year it has updated versions of original ideas for promotions, updated email templates, website copy, a social media calendar with 30 prompts, social media captions and inspiration along with imagery and video that is free to use.
Any salon can access the Sustainability Marketing Toolkit here and use the images plus suggested topics to blend with their own campaigns. Sustain Beauty Co community members will be able to download full details of the SBCo products they use and add them to their website.
About SBCo: Sustain Beauty Co was born with the mission to help identify authentic, credible and environmentally responsible brands that put stylists at the forefront of their purpose. All Sustain Beauty Co products must: 1) Reduce the footprint of consumables in our industry. 2) Empower artists to create beauty responsibly.3) Protect the stylist and the environment equally. 4) Come from ethical sources and responsible manufacturing facilities.
After moving to Colorado and teaching at a cosmetology school, Allison Stock joined Zandi K as a stylist, eventually becoming part of the Leadership Team, Education Team and Master Bridal Team. Today, as Director of Operation, Stock is Owner Nicki Wenz's right hand, managing human resources and operations, education and career development, and coaching and culture.
The company's Concealed Bead Method is raising the bar for what professional extension education can deliver.
Scott maximized her micro-salon by transitioning from stylist to strategic owner, focusing on recruiting and station-sharing. By prioritizing her ownership role over behind-the-chair work, she grew her team to six stylists within the two-chair, 150-square-foot space before eventually moving to a larger facility.
The former CFO of Perdue Farms and owner of Hardy Seafood, Terry Owens delivers a wealth of wisdom and strategies for entrepreneurs in his new book, "Business is Simple."
After scaling her single-location salon business, SALON TODAY 200 Honoree Amy Pal recently sold her six-location Whip Salon for seven figures. Using the six Ps for maximizing a business's value, she's ready to help her peers do the same.
Buried inside the One Big Beautiful Bill Act are federal solar tax credit changes that deserve your attention now. Two of the credits that matter most to commercial property owners, the Investment Tax Credit and the Production Tax Credit, are still available, but only if you move fast. A third, the Commercial Building Energy Efficiency Deduction, has a hard termination date that is closer than most people realize.
Up to 40% of hair stylists ghost the salon interview stage, leaving owners trapped playing endless phone tag with uncommitted applicants. This data-driven report breaks down why traditional job boards create recruitment friction and reveals the modern messaging strategies high-growth salons use to get pre-qualified talent to actually show up. Learn how to transition from cold calling to high-conversion conversations that protect your time and fill your chairs.
Sponsored by Beautista
Spit fests, hostile threats, and even an overachieving matchmaker--SALON TODAY readers share their craziest client tales and how their team handled these tough situations with professionalism and grace.
Keeping your appointment book full when clients are in vacation mode takes more than a good Instagram post. It takes a plan. The 2026 Summer Marketing Calendar from Meevo gives salon, spa & med spa owners a month-by-month roadmap with sharp themes, key opportunity dates, and campaign ideas specifically designed for the beauty & wellness industry. Here’s to your summer season working as hard as you do!
Sponsored by Millennium Systems International
AI is transforming the beauty and wellness industry, and the future is about empowering people, not replacing them. Discover how Phorest AI helps salons, spas, and med spas across North America respond faster, personalize every visit, and keep human connection at the heart of the client experience.
Sponsored by Phorest
Owner Michaella Blissett-Williams credits her General Manager Gloria Hortua with [salon] 718's year-over-year, double-digit growth and says she's been able to scale the company to eight locations because she can rely on Hortua to manage daily operations.
Shine Time: Aluram’s High Shine Line Delivers Moisture and Shine with Clean Ingredients
Sponsored by Aluram
Elyse Rogers is an uplifting presence at The Headroom who makes the team feel heard even in stressful situations. Owner Danielle Cherewyk sings her praises in this installment of Meet the Manager.
Despite a slight and predictable decline in client traffic for Q1, resilient pricing power is driving year-over-year revenue growth in salons. The KIM Report's Alain Audet reviews the data and what it's telling us about the state of professional beauty.
Same-store revenue grew just 2% for the second straight year—and new guest visits declined across every segment of the industry. The 2026 Benchmark Report reveals where growth is actually happening, which verticals are pulling ahead, and what the data says about where your business stands right now.
Sponsored by Zenoti
Hair restoration is entering a new era driven by regenerative science. This paper explores how Exosome technology is transforming treatment outcomes by targeting hair loss at a cellular level. Discover why EXOGROW is leading this shift.
Sponsored by Dermapenworld
A salon brand is much more than a logo. In this thought-provoking blog, Leon Alexander, Ph.D., walks you through the difference. SALON TODAY suggests sharing this article with your team and leading a discussion at your next huddle, asking the team to define your business's brand.
