Please note that our judges are entitled to anonymity and if they do not wish their name, position or any other details disclosed we will honour this request.

Sophie Stapleton – Business Development Manager UK East – Image Skincare

This year marks 24 years in the beauty industry for Sophie, her career spans across Spa, Beauty and Aesthetics.

Sophie started her career at the prestigious Ragdale Hall and moved into a business development role for the IIAA aswell as college programme manager, then opening her own hair and beauty salon in beautiful Norfolk. Sophie also worked for Sea Magik as the Head of Spa and now works for Image Skincare as a Business Manager a brand and role that fulfils her passion for helping UK beauty and aesthetic businesses to grow with a brand that supports this ethos.

Sophie is truly passionate about the Beauty and Aesthetics industry, and is excited by what 2024 has instore for UK business. And is honoured to be a part of the judging panel and meet some of our industries top talent.

Carey Faulkner – Founder of Boost My Salon

A hairdresser, photographer, hair salon owner of an award winning salon, business consultant & finalist of best marketing at the HJ British Hairdressing Business awards 2016. With over 30 years experience in the Hair & beauty Industry, Carey is passionate about helping hair & beauty salons grow through education, quality service, marketing & differentiation.

It was 3 years ago that I decided to move away from the salon floor doing hair and changed my approach to becoming a marketer of my salon business and effectively became the marketing manager. Since focusing completely on marketing, the salon quickly grew in client numbers, referrals, average bill and ultimately more sales and profit.

To focus entirely on marketing is a luxury most salon owners can’t afford to do as they are the ones busy mostly doing hair or beauty. The challenge for busy salon owners is finding the time to focus on the business and all the important aspects that come with running a salon, such as marketing. Large companies have the luxury of marketing departments and personal to purely focus on marketing their companies. This doesn’t apply to salons apart from the salon groups and larger salons that can afford to do so.

As a salon business consultant visiting hundreds of salons over the last 10 years, empathising with the challenges salon owners have I knew an opportunity arose with sharing all the elements of successful marketing and best business practise and systems that has helped other salons and my own salon to grow.

The success of my own salon business is based on a good understanding of marketing and working closely with Dan Tiller the head of graphic design at BOOSTmySALON. I have pulled together a group of talented and creative people all with the same focus to help the hair & beauty industry prosper and get you, the salon owner and their teams earning good money that you all deserve.

“Marketing is about communication, telling stories and making connections. Master marketing, then you master your business”


Liz McKeon, Beauty Business Expert.

Author of best selling industry book, “30 Days to Beauty Business Success” is also a leading Business Coach, Trainer and Key Note Speaker, who has been advising salons and spas in the UK, Ireland and overseas on how to build their business and increase profits for over 10 years.  With a natural instinct for business development and a passion for the industry, Liz has an extraordinary track record in transforming businesses.  It is not uncommon for salons to triple their profits in six months of working with Liz and implementing her strategies.

When Liz ran her own salon, it was the top account in the country, with 80% client retention.  70% of the salon’s turnover came from retail sales.


Liz has an enviable amount of expertise and specialism to ensure you achieve your business goals, boost your business skills and create brilliant salon results.

Liz’s workshops, seminars, on-line training programmes and events are entertaining, inspirational and highly motivating – in fact, life changing!



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