This week, in partnership with The Digital Fairy, we launch the BEYOND BEAUTY Trend Report, an in-depth look at the four trends we believe will define the future of beauty and wellness using insights directly from the salon floor.
BEYOND BEAUTY is a deep dive into the future of the beauty industry, with insight from the community at its heart. In partnership with The Digital Fairy, and through months of research and work, we have created a 100+ page report that explores the impact of the pandemic, the anti-capitalist consumer shift, and how social issues and beauty mesh together.
While crafting this report, we looked within our network and beyond for the Pros who are pushing the industry forward. From the worlds of beauty, wellness, coaching, and mental health, we’ve anointed the Pros who were doing things differently this year. They’re the ones leading the way, defining and pioneering the future of beauty and wellness by bringing something fresh and exciting to the table: the trendsetters who continue to be at the absolute top of their game. The ones other Pros look to; the ones that brands want to work with for their skill, authenticity, and innovation.
That’s why we’ve put together a list of the top 50 beauty and wellness Pros and how they’re trailblazing. Let’s pay tribute to the icons slaying and defining the future of self-care beauty for us all.
Wigs that look too real. That’s the entire ethos behind French international hair stylist Stella Yato. And we couldn’t agree with that statement more. As a lace wig expert, she knows a thing or two about natural wigs. Championing unreal colours and styles, Stella goes for natural-looking hairlines and flawless installs, making her work one-of-a-kind.
Featured in Elle, Closer, and Vogue, to name just a few, Stella is shaking up the industry by unleashing female confidence through gorgeous, real-looking wigs that enhance people’s natural beauty. It’s no wonder they always leave feeling unstoppable.
For hair and makeup that’s effortlessly cool, modern, and badass, we love everything that Sophia Sinot is up to. With an impressive client list that includes Rimon, SOHO House, Zara Larsson, and Nike – and featured in Elle, Vogue, i-D, and even last year’s MTV EMAs – Sophia is definitely one to watch.
Her revolutionary combination of vibrant rave culture with classic, editorial vibes is changing the face of beauty as we know it. Who ever said you can’t find a woman who can do both?
Someone who knows all about creativity and self-expression is Danielle Igor of Igor Hair. Forward-thinking and diverse, Igor Hair is changing the beauty world with their mind-blowing, creative, custom-coloured wigs. Think Lil’ Kim vibes. They give us absolute life.
Recently featured in The Face magazine, as well as helping out with styling for Prada and Burberry runway shows, you know your head is in safe hands here. And fear not about the lockdown woes, these queens are providing their out-of-this-world bespoke wigs for worldwide delivery through lockdown and beyond.
Think of any colour under the sun. Now imagine it on your luscious locks and you can head over to Bleach London to make it a reality.
Started by hair stylist Alex Brownsell, Bleach has been changing the beauty industry since day one. Their salon is the first to focus on dying rather than cutting hair. And now, with multiple sites over London, as well as a banging online shop (also stocked on Cult Beauty), they have us covered for all those lockdown transformations. With clients including Florence Welsh, Topshop, Vogue, and featured in Tatler and Harper’s Bazaar, the buzz around Alex and her brand is there for very good reason. So why be afraid of a little colour?
Serving looks with the potential to break social media, KEASH London is the go-to spot for diamante hair gems and mind-blowing sculptural braids.
Started by the incredible, self-taught braiding queen Taiba Akhuetie, KEASH is a creative genius in the beauty industry, effortlessly infusing culture into her styles and allowing people to express their unique personality through their hair. Featured in Dazed, Refinery29, i-D, and many more, it seems everyone wants in on the braiding action.
One of the most in-demand editorial hair stylists in fashion, JAWARA is the genius behind looks for Cardi B, Solange, Alexander Wang, FKA Twigs, Off-White, and Hermès. With work featured in British Vogue, Vogue Italia, i-D, and being the contributing editor of Dazed Beauty, the influence and power he holds within the industry is undeniable.
Showcasing hair as art, he’s pulling off some impressive looks – including a whole host of gravity-defying styles. If that’s not enough, he’s also received a British Fashion Council New Wave Creatives Award and Business of Fashion 500 and Dazed 100 rankings for his impact on the industry.
HAIR STYLISTS CONTINUED
North-West-London stylist The Frontal Sleyer is raising the bar with exceptional custom-wigs and much-needed education surrounding lace frontals. Successfully juggling being a badass businesswoman, mother, and all-around queen, she still finds time to sley. And we’re obsessed.
With clients such as Jordyn Woods, Maya Jama, and K. Michelle, and a shoutout in Refinery29 to match, she’s a trusted expert in lace frontals that both look natural and stand the test of time. Even in lockdown, The Frontal Sleyer is educating her audience on all things hair and wigs, ensuring you always look on point and that we all continue to feel uplifted and beautiful.
Once a stylist at the top of her game – working with clients like Krept & Konan, Ty Dolla $ign, and for films The Weekend and The Intent 2 – Tiwa Jenyo has since turned her focus closer to home to build her legacy, opening London-based salon The Trap House.
Tiwa’s work is defining the future of the industry, offering a one-stop shop for all your beauty needs, whether that’s hair, nails, or lashes. Dedicated to providing a safe and fun space for women, The Trap House has a killer vibe to match its unreal services.
When it comes to afro hair, look no further than Ebuni Ajiduah Hair. Offering coaching, styling, and trichology services, Ebuni is making moves for the future of beauty by improving education around afro hair and scalp health with her Snatched Edges podcast, 1-on-1 virtual sessions, and downloadable resources.
Featured in Refinery29, Ebuni boasts extensive insight and experience, and is providing a professional and relaxed way to educate us all on how to best take care of our lovely locks.
Meet the queen of hair texture, Subrina Kidd. One of the very rare stylists who can work with literally every hair texture, Subrina is a go-to in London’s hair scene. With a career that’s included stints at TONI&GUY and Aveda, in salons, and on editorial shoots and shows, Subrina now works independently through The Collective in Marylebone.
With shoutouts in the Financial Times, Glamour, and Vanity Fair, Subrina has carved out her own niche in the beauty industry, offering premium styling to all ladies.
Owner of cult salon Bleach London’s Brixton location, Alisha Dobson combines the very best of Bleach’s colourful philosophy with premium wig making and fitting, creating modern, future-proof wigs to suit every occasion. With clients such as Jessie J, M.I.A, and Hailee Steinfeld, she’s someone you can trust when jumping into a new colour or style.
With varying hair textures, lengths, and colour techniques to match even your wildest requests, Alisha offers both ready-to-wear and custom wigs to suit all requests. And, by partnering with Beautystack, she’s providing a new way to enjoy the wig and extension market.
After battling hair loss herself since 2012, award-winning hair stylist Gina Knight shifted her focus to creating natural-looking wigs for hair replacement. With features in publications like Refinery29 and Vogue, Gina is doing her part to remove the stigma of hair loss in the black community.
Putting the spotlight on afro hair, she’s committed to using textures that are natural and techniques that won’t compromise your hair or scalp. And now she’s shipping wigs all over the globe, giving people added confidence to take on the world.
Sheena – AKA HAUSOFSHEE – is an internationally renowned wig and extension specialist. While she thanks ‘Instagram hype’ for spreading the word about HAUSOFSHEE when just starting out, what matters most to her is the happiness and confidence her extensions and wigs can provide for clients. HAUSOFSHEEHAIR™ extensions are sourced from the best raw virgin hair from Brazil and India.
They are redefining beauty by using hair to bring about a much larger transformation for women. Sheena says it herself: while hair extensions don’t define our confidence, sometimes they’re a great place to start.
LASHES & BROWS
Championing confidence and positivity from within, all BAMBROWSs’ stylists are a trusted pair of hands for your essential framing features. With mentions in TimeOut London, Vogue, Stylist, and plenty of other publications, they’re definitely one you should keep your eye on.
They’re changing the beauty industry by offering more than first-class brow maintenance and styling services. They want you to know that what matters most is your self-confidence. With Bambrows, perfectly manicured brows are simply the cherry on top of your already gorgeous self.
Cosmetic tattooist and eyebrow artist Rachel Pitman is no stranger to perfectly shaped brows and permanent makeup. But as well as providing her own unbelievable tattooing services, she is also dedicated to giving back.
Rachel is continually helping to shape the beauty industry by sharing her expertise. With a brown skin guidebook and 1-on-1 coaching services for cosmetic tattooing, she’s drawing on her 12 years of experience to help up-and-coming pros refine their skills and continue to provide quality, first-class results and care.
Everyone deserves to feel gorgeous in their own skin. That’s why Emmy Creates LDN is all about bringing out the beauty goddess within you. Whether that’s the fluffiest of lashes with their keratin lash lift and colour boost, or defined, glossy brows with a tint and tidy, they’ll help you shine.
If you want a massive change or simply want to wave goodbye to the mascara wand and brow maintenance, their East London salon is the place for you. With clientele including many of the Made In Chelsea girls, and a feature in Stylist, we love what Emmy is doing to help people feel more comfortable in their skin.
We could not love what makeup queen Sweet Mutuals – AKA Ali – does any more. The endless unreal makeup looks on her Insta feed draw inspiration from every facet of life – art, fashion, world news, brands. But, even more importantly, Ali’s reframing the industry, using her looks to start conversations about pressing social issues.
Having been featured in Vogue, Teen Vogue, and Dazed – as well as past work with Solange, Rina Sawayama, and Maybelline – and being only 19 years old, the future of Sweet Mutuals sure looks bright.
The iconic makeup from TV show Euphoria has been all over Insta, Tik Tok, and just about everywhere else. But who’s the mastermind behind it? That’d be Doniella Davy. She won a Primetime Creative Arts Emmy Award for Outstanding Contemporary Makeup looks with Euphoria. So she’s kind of a big deal.
Donni’s a standout in the beauty world for being an absolute icon when it comes to storytelling through make up. She’s a big advocate of freestyling for fun and expressing what sets your soul on fire through how you paint your face. It’s a yes from us!
Rihanna. Kylie Jenner. Kendall Jenner. Louis Vuitton. Tom Ford. Publications such as Vogue, Dazed, W, and Love. We’ll let Isamaya’s experience speak for itself here. MUA, turned creative director, turned visionary. As if she needed any more notches in her belt.
A force to be reckoned with, she’s moved from face painting at children’s parties to painting A-listers’ faces full time. Her experimental take draws on all her history in dance, art, theatre, and fashion, all of which have been injected into a recent role at Byredo, working on one of the most exciting makeup launches we’ve seen.
In an interview with Hypebae, Urgalsal – AKA Salwa Rahman – describes herself as a ‘self-titled face doodler’ and ‘self-love consultant that specialises in makeup’. With a quick scroll of her Insta, you’ll notice her highly experimental, colourful vibe, rethinking what beauty is and what it means. It’s her intense hyper-creativity and unconventional, bold approach that got her noticed by the likes of Katie Jane Hughes and Dazed Beauty.
At the heart of Salwa’s work is a drive for greater muslim inclusivity and representation in the beauty industry. And she achieves all this by exploring her own representation through makeup.
As well as being an absolute beaut of a makeup artist, Rachael Todd has been a perfect example of using lockdown to your advantage.
In the absence of in-person beauty services, Rachael’s been making money through beauty education with her regular makeup workshops. Whether it’s walking viewers through lockdown makeup looks over on Insta, virtual lessons, or her more recent foray into her feel-good Makeup Your Mood series, she’s been amazingly consistent throughout.
The incredible MUA Athena Paginton is a force to be reckoned with in the beauty industry, leading the surrealist movement of makeup artistry. Her vibrant, head-turning styles play with abstract ideas and quirky splashes of colour to deliver something you’ve never seen before.
Bringing a fresh, unique approach to makeup, Athena is leading the way for others to break away from the standard, conformist approach to beauty. And working with the likes of Skepta, Saint Laurent, Gucci, Solange, and Loewe, with features in Dazed & Confused, British Vogue, and i-D – amongst others, Athena is gaining real traction with her one-of-a-kind work.
UK-based MUA Mahina Makeup has secured her place in the beauty industry thanks to eight years of hard work. With celebrity clientele such as Cardi B, Ella Mai, and Stefflon Don, she’s become a pioneer of both full and soft glam looks.
She’s also launched MY, a beauty brand featured in the likes of Glamour and Black Beauty magazines. Her lashes and glosses boast unmatched quality and a luxury-feel, while being affordable and readily available to clients and artists across the globe.
BODY & SKIN
The woman behind Noy Skincare, Danna Omari is queen of the ‘how to’ guides for your skincare tools on her Insta. Her popularity went through the roof once she started posting how-tos on buccal massages and gua sha.
Not only has Noy Skincare been mentioned in the New York Post and Grazia, but it was also featured in Goop’s best facials in New York City. She’s changing the industry by offering her own first-class experiences, as well as sharing her in-depth insight on how we can all better treat our skin at home.
Using an innovative combination of cosmetic acupuncture, LED light therapy, reflexology, and activated oxygen, what Sarah does for her clients’ skin is next level.
If you want to connect the dots between biological health and external beauty, Sarah’s your gal. Her treatments are so sought after, she’s even landed a coveted space in Harvey Nichols in Knightsbridge. Book in for some first-class healing – if they can even fit you in!
Dr. Ewoma – or SKNDOCTOR – is well on her way to dominating the modern beauty and cosmetics market with her pioneering approach to skincare and non-surgical enhancements.
Combining extensive medical expertise with a holistic, contemporary approach, Dr. Ewoma has built a refreshing and accessible platform for her audience and clients. It’s no wonder the likes of British Vogue, Marie Claire, and Stylist Magazine have all taken notice.
Boasting an envy-inducing client roster – including Jodie Comer, Saoirse Ronan, and Phoebe Waller-Bridge – Jasmina’s innovative use of cutting-edge technology does all the lifting, tightening, and brightening anyone could possibly need.
Balancing high-tech skin treatments such as clinical facials and peels, needling, laser, and LED with a bespoke, holistic approach, she is pioneering the way for all other skin experts in the industry.
Don’t we all need a little more balance in our lives? We think so. Enter Clara Baker, London-based acupuncture extraordinaire.
Extensively trained, Clara’s innovative facial acupuncture techniques combine a valuable mix of Chinese medicine and modern techniques like micro-needling, LED light therapy, and electro stimulation. Proving that beauty doesn’t always mean pain, Clara is changing the industry with new and innovative techniques to reduce stress, anxiety, migraines, menstrual issues, and much, much more.
Dija Ayodele of West Room Aesthetics is changing the game of skincare with her specialist services for POC. She wanted to create a space where black women could find the guidance seriously lacking in mainstream media, as well as where they didn’t have to question the sustainability or inclusivity of products and brands. And so West Room Aesthetics came to be.
If knowledge is power, West Room Aesthetics is all about providing clients with what they need to make their skin G-L-O-W.
The dazzling queen behind Fairy Glowmother – Hadiyah Daché – is a certified acne specialist and extensively trained in a range of corrective skin treatments. Her Oakland-based skin studio is inclusive for all gender identities, specialises in multicultural skin tones, and is empowering women through their skincare, one treatment at a time.
Featured earlier this month as an entrepreneur to watch in an international beauty industry trend report, Hadiyah is making great strides for beauty and inclusivity. And we are loving it.
With buzzing locations in Notting Hill Gate and Shoreditch, Sugaring London is the go-to destination for sugaring hair removal. Using lemon juice, sugar, and water, sugaring offers a less painful treatment than waxing while also nourishing your skin in the process. What’s not to love? Sugaring London is changing the beauty industry by creating a welcoming and professional space for all hair removal services.
If you want somewhere that’s kind to your body and safe, why shouldn’t you have somewhere amazing like this? Featured in Forbes, Grazia, and Stylist, the buzz around this spot is well-deserved.
The reigning self-taught queens of London’s nail art scene, Anouska Anastasia and Kaddy from The West, really need no introduction. Nuka Nails take bespoke nail art to the extreme, with the inspired, unbelievable designs we see all over Insta.
And despite the shitshow that was 2020, they still made it work for them. With pop-ups at Gymshark and Nike Town, a new brand ambassadorship with The GelBottle Inc, being a part of Time Out’s digital festival, and a feature in The Face magazine, these girls continue to be at the absolute top of their game and are showing just what hard work and kickass nail art can do.
Miami-based Kro Vargas – or Krocaine as you probably know her – is defining the beauty industry by bringing literal art to life on our fingertips. A simple scroll of her Instagram feed has us all shook. Think exaggerated female bodies, script lettering, and badass brand iconography.
Her representation of cool-girl nostalgia and almost unbelievable attention to detail are just some of the reasons we never meet a nail artist who doesn’t talk about her work. And probably why she’s been featured in Vogue, Dazed, and continues to be a world-renowned pro in the industry.
So many of us here at Beautystack LOVE what Da House of Phalanges are doing. Mama Zee, AKA Zahara, is a role model to many Beautystack nail techs – and the whole damn industry, for that matter – with her open and inclusive approach to beauty, nails, and bling. After all, everyone deserves banging nails. Regardless of gender or sexual identity.
With shoutouts by Dazed Beauty, and features in various music videos – including Adam Lambert and Jadeya – DHOP are a true icon in the industry.
Jess Young is changing the face of beauty by furthering the gender revolution, one nail at a time. Her Boys in Polish Instagram project is broadening the definition of masculinity. Doing exactly what it says on the tin, Jess uses her nail art expertise and photography skills to document men in self-directed shoots featuring their perfectly polished tips.
And word of the revolution is spreading! With features in Refinery29UK, i-D, Highsnobiety, and Hunger magazine, Boys in Polish is doing its bit for deconstructing toxic masculinity. And she was on it before Harry Styles, just saying.
You’ll struggle to find a nail fanatic who hasn’t come across Eternal Happiness’ designs before. From some mad TV-remote-inspired nails to seriously blinged out tips and more simple, girly designs, Munkhjargal can do it all.
She’s doing her bit to define the future of beauty and nails by turning everything into inspiration. And we mean everything. Just have a scroll and see.
We’re all for flawless technique and a standout in the beauty industry for this is Nail Jerks. They’ve absolutely nailed (pun definitely intended) nail art using their airbrush technique. Lila even has an airbrush 101 class to show others how she’s been working it.
From dreamy ombré to some of the most intricate designs you’ll ever see on a fingernail, this lady has nail art down.
Dr. Maryam Zamani’s reputation definitely precedes her. Bringing over 15 years of clinical experience, she’s a go-to for a whole host of surgical and non-surgical facial rejuvenation treatments. And she’s also behind the unbelievable cult brand MZ Skin, which has been picked up by globally renowned stores like Harrods, Harvey Nichols, Bergdorf Goodman, and Net-A-Porter.
Maryam also co-hosts The Guinea Pig Podcast with Fiona Golfar. Featuring uncensored chat about safe aesthetic treatments, they bring a radically transparent, judgement-free approach to tweakments and we are here for it!
The godfather of injectables in London, Dr. Esho is absolutely ICONIC and a badass at what he does. With a whole host of celebrity clients, a doctor in residence role on Channel 4’s Body Fixers’, and features in The Daily Mail, Forbes, and more, he remains one of the most influential figures in the aesthetics industry.
Founder of ESHO clinic, Dr. Esho is at the forefront of non-surgical procedures, pioneering new techniques and methods in lip augmentation, the nano droplet technique, and Cupid’s bow lifts. The nation’s smiles have never looked so good.
Confidence coach Tiwa Ogunlesi is transforming the lives of women and girls on a global scale. Using her unique approach and infectious energy, she created Confident and Killing It back in 2017 as a way to end the cycle of low-self esteem in women. And we are huge fans of everything she’s done since.
She’s redefining the future of beauty by encouraging all of us to take ownership in who we are. Partnering with brands such as YouTube, Morgan Stanley, Facebook, and Google, she’s successfully helped so many feel truly empowered.
International mindset and performance coach Polly Bateman is no stranger to helping people change their lives. With a wide range of A-list clients and regular features on Kourtney Kardashian’s Poosh.com, she’s doing her bit to help us all feel more beautiful and at peace from the inside out.
To unlock our full potential – whether personally or professionally – we need to be our most authentic selves. Drawing a line between past experience and our present selves, Polly’s honest and vulnerable approach has proven to secure results time and time again.
Moving past the idea of beauty as being something external, Nora Logan is changing the industry by focusing on what inside us is holding us back from becoming our most beautiful, confident selves. Using breathwork and meditation to help people with their health and digestion, she unlocks freedom and happiness along the way.
Nora’s also a firm believer in true accessibility, doing her part to make western wellbeing practices more inclusive. She makes sure her message can reach BIPOC, disabled people, and those struggling financially to lift them up in a world that constantly wants to knock them down. We can’t help but stan!
True beauty is about thriving in life. Which is why Jess Ratcliffe – The Ideas Coach – is one of our absolute faves. After being diagnosed with a life-threatening blood disease in 2016, Jess is now dedicated to helping others decide what they want and take the steps to get there. Thanks to Jess, her clients go from confusion to clarity, and frustrated to fulfilled.
With an incredible podcast and a six-week ‘Unleash Your Extraordinary’ course, Jess has helped so many people craft the life they’ve always dreamed of. We love to see it.
Helping us all to refine our intuition, become more mindful, and reap the benefits of spirituality and healing through tarot reading, Suhaiyla has been a saving grace to many during the madness of this past year.
Having partnered with brands such as Elle, Samsung, CND Nails, and Selfridges, Suhaiyla has since moved her intimate tarot sessions online during the pandemic. Offering both 1-on-1 and group classes, she’s successfully bringing spirituality and wellness to the masses at a time when we all need it the most.
Silvia González Guillén – the face behind Samay Vidya – is an incredible Vedic astrologer and teacher, helping clients to become more self-aware and successful across their lives using the laws of Hindu astrology.
The more we know about ourselves and the laws of nature, the more empowered and cognizant we become of ourselves and the world around us. Silvia is redefining beauty by empowering us to learn even more about ourselves and how we relate to what’s around us.
Firmly in the midst of pop x rave culture, Killa Gems are taking their clients from pearly white to all out bling. With the option of genuine Swarovski crystals or 18-24k gold charms, what better way to complete a boujee makeover? If you want the look, Killa Gems are based in London, but available on the move.
Tattoo artist and streetwear fanatic Manuela Soto Sosa – AKA Soto Gang – fell into tattooing by accident. But since then, she’s successfully carved out her niche, with a tattoo shop in LA and a streetwear brand alongside it.
She’s redefining beauty, femininity, and power, creating angelic, yet sexualised portraits to subvert the patriarchy and spread the message of self-love and acceptance. Responsible for the cover artwork for Billie Eilish’s ‘When the party’s over’, and featured in the likes of Rolling Stone, Life & Style, and Hypebeast, Manuela describes her style as a ‘mix of Sailor Moon, rap lyrics, and bad bitch energy’. Yes. Please.
Tooth gems made their comeback and ever since, Crystal Canine have been serving some absolute looks for our teeth. Fully insured and qualified, they’re changing the game of beauty by bringing tooth gems to the mainstream, with safety as their central message.
Not to mention their incredible range of gems. Whether a client wants classic crystals or their Swarovski, 22k gold, or .1ct diamonds gems, they’re giving everyone the gift of a boujee smile.
Grillz, but make ’em gross. MUA and SFX artist Lisa Michalik is pushing the limits of beauty and creativity to revolutionise the industry as we currently know it. To her, beauty can be virtual, ugly, speckled, connected, sublime, or even controversial, and her one-of-a-kind grills are definitely that.
Forget diamonds or whitening, get a marble, fang, or blinged-out grill. With her looks featured in the likes of GQ, Vogue, Stylist, and Highsnobiety, we are all living for her work.
And that’s our list of the 50 inspirational people changing the face of the beauty and wellness industry.
Absorb every piece of information you can and use that to push you to achieve even greater accomplishments. We hope you’ve learnt plenty about the Pros you love, but that you’ve also discovered some new innovators who have you excited for the year ahead. These icons are changing what the future of beauty and wellness could and should look like and we’re here for it.
In many ways, 50 wasn’t enough; we have some of the best and brightest creative minds overcoming the adversity of 2020 and showing the rest of the world how it’s done. It’s our privilege to put even a small percentage of them on a pedestal and celebrate everything they’re accomplishing. So thank you for coming along with us and don’t forget to show these people some love. Because we all know they deserve it.
THE ONLY TREND REPORT YOU’LL NEED IN 2021
At Beautystack, we keep our fingers on the pulse of the beauty industry. Keep your eyes peeled in the future for more from us, including Beautystack’s x The Digital Fairy’s 2021 BEYOND BEAUTY Trend Report – a full breakdown of what we predict the future of beauty and wellness services will look like. In the meantime, download the Beautystack app and find your next beauty inspo. We have a range of at-home and socially distanced treatments and events you can take part in right now.