As a winner of numerous lofty accolades including the British Hairdressing Awards — and as creative director of the U.K.'s award-winning HOB Salons & Academy — Akin Konizi is responsible for ensuring he and his team are constantly pushing the boundaries of creativity, innovation, and education.
Below, Konizi lays out the tactics that help him keep that edge in a rapidly changing beauty landscape.
In the ever-evolving world of beauty, staying relevant needs to be constantly at the front of any beauty professional’s mind. Trends change, techniques evolve, and clients expect fresh ideas and modern styles every time they visit the salon.
Relevance isn’t about chasing every new thing. It’s about staying passionate, adaptable, curious, and committed to growth for the future.
Relevance keeps clients coming back for more, keeps your work inspirational, and keeps your business moving forward. Here are the five most effective ways I've found to keep that momentum going and stay on the cutting edge.
1. Tap Your Squad’s Brilliance
Your team is on the salon floor every day interacting with clients, understanding their needs, and absorbing trends. They’re a gold mine of knowledge, insights, and ideas.
Engaging with them about what’s going on in the wider world (not just the industry) can open your eyes to untapped potential.
Ask them about interesting styles they’re seeing on social media, what clients are requesting, and what excites them creatively.
Giving your team a voice not only empowers them, but keeps you and your salon on the cutting edge of fashion, beauty, and culture.
2. ABC: Always Be Creating
Creativity is the lifeblood of any successful hairdressing career and every successful beauty business.
Don’t let up on creative projects! Flex your artistic muscle through photoshoots and visual content that resonates with your audience, while sometimes surprising them.
Whether it's through stunning photographic collections, live platform presentations, or in-salon work that gets noticed, producing inspiring work keeps your brand at the forefront of the industry and sought after by clients of all ages.
The fastest way to lose relevance is to become predictable. It’s great to have signature looks, but you need to constantly tweak and evolve them.
3. Stay Schooled or Stay Stuck
In hairdressing, education needs to be a continuous journey.
Investing in regular training sessions and ensuring you and your team is up to date with the latest techniques and trends is essential.
From mastering new cutting techniques to exploring innovative coloring methods, education empowers your team to stay ahead.
An inspired and knowledgeable team will push boundaries and continue to elevate the salon’s reputation.
4. Create Content with Intent
It’s not enough to simply post pictures of your work on social media. You need to tailor your content to the platforms that resonate with the next generation of influencers and clients.
Understanding which networks are most relevant — whether it’s Instagram, TikTok, or emerging channels — allows you to craft content that engages and inspires. Staying visible on the right platforms keeps your salon at the forefront of the digital conversation.
Share behind-the-scenes videos, transformations, and client stories to build an authentic connection with your audience.
A video I posted went viral recently with more than 24 million views! The best part of it was the opportunity it created for me to lead a conversation with hairdressers around the world about the craft of haircutting.
5. Think Outside the Trade
While it’s easy to draw inspiration from other hairdressers, true innovation often comes from looking beyond the industry.
Explore fashion, art, architecture, music, and even nature for ideas that can be adapted and translated into hairdressing.
By broadening your horizons, you prevent your work from becoming repetitive and ensure that you and your business remain a trendsetter rather than a follower.