Inclusive Beauty: Creating a Welcoming Environment in the Self-Care Industry

‘Last Client of the Day’ guest Chaie De Jesus discusses how she fosters a more accessible and affirming client experience

A salon appointment is meant to be a time of relaxation and self-care. Each appointment should manifest as just a few moments for the person in the chair to wind down and forget about the outside world. However, relaxing isn’t easy when your immediate environment makes you feel uncomfortable or worse, like you shouldn’t be there.

In episode 9 of our podcast, “Last Client of the Day,” guest Chaie De Jesus discusses how her own experience as a queer Asian woman has informed how she makes her clients and their children feel welcome. She also discusses the importance of educating yourself about each client and being intentional about creating a safe space where both clients and staff can feel comfortable. 

Education is the first step

It’s common for successful salons to develop a client base that is very similar in race, socioeconomic status, and worldview. This is in part because salons gain business by word of mouth — so people tell their friends, who often look and live like them — and because salons simply exist in certain areas where most people live the same lifestyle.

It’s important to point out there's nothing wrong with this, but if you’re not careful, your salon could develop a culture that feels “normal” to some clients but may not feel welcoming to others. This could include the conversations in the salon or even the music that plays.

This is why education is so important. Start by asking yourself, “What would happen if someone from a different culture or community came in? How would I make them feel comfortable?” A good next step is doing research about what is appropriate to say or not say if someone from a certain community comes into your salon. Moreover, sometimes it’s a good idea to just talk to a client so you understand how to make them feel comfortable. 

Chaie provides a great example of this during the episode. She points out she has several clients who bring their non-binary children to get their hair done. “They tell me, “Their pronouns are they/them,” Chaie said. “When I get to do their hair from long to short — or whatever style they’d like — it is the best feeling knowing that they’re safe with me.” 

Invest in an inclusive business

As you educate yourself, it’s also essential to invest in creating an inclusive space. You can begin by letting people know your space is one where they are welcome. Inclusive branding on websites and socials that welcomes members of different communities removes the guesswork for clients. You can also invest in inclusive marketing on social media and in advertisements. 

In addition to welcoming people of different identities, it’s also important to welcome differently-abled people. Make sure you’ve created a space that prioritizes accessibility. This means you’ve implemented multiple ways to get in the front door, such as a ramp and/or railing. Make sure each salon chair isn’t bolted to the ground so you can move it to accommodate someone in a wheelchair. Depending on your availability, you might consider offering in-house services to those who are unable to leave their homes. 

It’s also important not to forget people from different socioeconomic backgrounds. Consider having multiple payment methods. While much of the world is moving to a cashless society, be mindful that not everyone can “tap-to-pay” or even have the devices necessary to pay before they schedule their appointment. Simply being ready to accept cash can be a big move towards greater inclusivity.

Prioritize inclusivity on your team

One of the best ways to welcome a diverse client base is to create a diverse workforce. When you have staff from different walks of life, they can relate to a wider range of clients They can also suggest ways your business can improve to create a safe space for everyone. For example, an African-American staff member may be more equipped to point out which products or services are inappropriate for someone with 4C hair, and a Muslim staffer may be more equipped to offer advice on which products align with Halal guidelines.

Depending on where your salon is located, you may not be able to hire an overly diverse staff. If this is the case, it becomes even more important to invest in regular diversity training. The goal is to create a salon where diversity thrives. In the words of Maya Angelou, “In diversity, there is beauty, and there is strength.” 

Self-care for everyone

It can feel a little oxymoronic when a self-care establishment doesn’t allow their clients to be themselves. In addition to blowouts, lash extensions, manicures, and pedicures, self-care businesses need to offer an ambiance and a vibe that says, “All are welcome.” As a salon owner or staff member, you’ll even find that when your clients feel they can be themselves as soon as they step through the front door, it creates a good feeling for everyone.