Next Saturday, the Aotearoa Lash Conference will take place at Trinity Wharf in Tauranga. The premier educational event for New Zealand lash artists is organised by Lash Industry New Zealand – a platform designed to educate and foster collaboration within the lash community. Among the notable speaker line-up is Australian salon business coach and podcaster Lauren Lappin.

Ahead of the conference, we caught up with the beauty entrepreneur to learn about her career journey and get her insights on running a thriving beauty business.

PC: Talk us through your career journey before becoming a beauty business coach…

Lauren: I always aspired to be a beauty therapist, but due to the high costs of diploma courses and my parents’ preference to study IT for better financial prospects, I worked in the IT industry until I was 24. Eventually, I pursued my dream and enrolled in a beauty therapy programme when it became affordable.

After completing my diploma, I worked at an Ella Bachè salon, then at another specialising in eyelash extensions, which were new to Australia. After having my daughter in 2011, I transitioned to working from home, focusing on eyelash extensions. After a brief move to Sydney, I returned to my hometown and opened my own salon, Allure Lash and Beauty Bar, in July 2014. 

The business grew rapidly, leading me to hire staff within six months, and we reached seven figures in annual turnover just four years after opening the salon doors.

In 2018, I launched a wholesale lash extension supply brand, Runway Lash Co., which achieved six figures in its first year but eventually sold after four years, as I preferred the client interaction of salon work. Today, I still operate Allure Lash and Beauty Bar, celebrating 10 successful years in business as of July 2024!

PC: What inspired you to pivot into business coaching?

Lauren: I feel like it really wasn’t a pivot. It was more of a natural progression. Through attending industry conferences and meeting other salon owners, I realised that there was just no support or information for lash and brow artists in hiring and growing their businesses.

Most courses available at the time were to develop your skill set (to help you get better at your craft). But once you get better at your craft, you naturally attract more clients and become booked out. So at some point, you are either going to have to start turning people away and your business stops growing or you take the leap and hire employees. 

A lot of business owners that I met and spoke to at events started reaching out, asking me questions, like “how do you know when it’s time to move into a commercial salon?” and “ how do I hire and manage employees? I’m scared because I have no idea what to do”. 

In 2019, I really wanted to put myself out there as a coach, but I was hesitant. It wasn’t until late 2020 after the pandemic, that I started making moves to establish my personal brand and become known as a leader within the industry, so that I could offer help to those that needed it.

PC: What does a typical day for you entail?

Lauren: I’ll usually tackle my weight training session early in the morning, followed by getting my steps in! Then, I’ll have breakfast with my family and see them off to school / work. Next, I’ll have Zoom coaching sessions booked (usually 1:1 coaching clients and my SALON GOALS group coaching clients). I’ll have lunch and either get stuck into some admin work and content creation or attend appointments (nails, hair, massage, chiropractor) for myself. I also drop into the salon if I need to – I run a team meeting and 1:1 catch ups each week. Then, I will do the usual after-school stuff with my kids (sports and tutoring) before heading home to prepare dinner.

PC: Are you still involved in the day-to-day running of Allure Lash Beauty Bar?

Lauren: Not so much anymore. I have a salon manager that handles all of the reception and administration duties, stock control and client care. I usually spend one day a week at the salon working on clients (school hours only) and the rest of my time there is for meetings or training.

PC: What are some of the most common mistakes you’ve observed in your coaching courses?

Lauren: The first thing that comes to mind is service pricing. Business owners often look at how much everyone else is charging in their local area and set their prices lower than competitors, believing that this is the best way to initially grow a clientele. Others may position themselves in the middle to remain competitive. The trouble with this strategy, though, is that it can lead to extremely low profit margins or even losses, as everyone’s overhead and product costs can vary significantly. Another common mistake I see among salon owners is not investing enough time and effort into consistent marketing for their business, then wondering why they or their team aren’t busy.

For many, when it comes to investing in their own business, it often falls to the bottom of the priority list. How do you rationalise the expense of a business coach? What are the key advantages it can bring to a business owner?

Lauren: I can definitely understand how it can fall to the bottom of the priority list. It was a very low priority for me when I first started out, but the thing is — as soon as I began investing in myself and my knowledge, that’s when things really started to take off in my business.

The biggest advantage of hiring a coach who has successfully achieved what you are trying to accomplish is that you will reach your goals a lot faster!

It can literally take years of fumbling along, trying to figure everything out on your own — or you can invest in a great coach who will provide you with a clear framework for achieving success, however that looks for you!

PC: Many beauty businesses are experiencing the flow on effects of New Zealand’s current cost-of-living crisis. Clients are extending the length of time between salon appointments or forgoing luxuries all together. What advice would you give to business owners to ensure resilience amid shifting consumer behaviours and financial constraints?

Lauren: As business owners, I believe we’re in a fortunate position — we have complete control over the services we provide, how we market ourselves, and the products we offer.

If you’ve noticed a dip in your numbers (and I mean real, concrete proof by examining your reports and comparing past performance — don’t just panic because a couple of clients have dropped off!), remember that you have the power to switch things up in your business and attract new clientele.

People will always invest in what they value most, so it’s crucial that your services and the overall experience at your salon hold significant value for your clients.

Don’t lose hope! Everything runs in cycles, and while a cost-of-living crisis is challenging, it won’t last forever. Get strategic, batten down the hatches, and weather the storm. The beauty businesses that persevere through tough times are the ones that will thrive on the other side!

PC: In the past, you’ve said businesses shouldn’t need to explain or justify price increases to clients. Have your views on this shifted, particularly considering customers who may be more financially sensitive due to cost-of-living pressures?

Lauren: My views on this haven’t changed. If you’ve set your pricing correctly from the beginning, then when you implement price increases — whether it’s once or twice a year — they should only be small, incremental adjustments. I don’t believe in announcing that a facial treatment or a lash refill has increased by as little as $2-3.

If you’re running a luxury salon offering high-end services, a small price increase shouldn’t be enough to drive your clients away. Remember that people will always pay for what they value. So, the real question to ask yourself is: how can I continue to provide more value to my clients so that a minor price increase is insignificant to them?

PC: Given the current labour shortage in New Zealand, with record numbers leaving the country, what recommendations would you give to beauty business owners in terms of effectively hiring and retaining skilled staff?

Lauren: I’m a really big fan of hiring complete newbies and training them up from scratch. They are usually younger, eager to learn, they value the training and skills that you give them, and they end up working for you for longer. 

PC: In preparation for the busy festive season, do you have any tips for maintaining a positive morale in the salon? How do you prioritise you and your teams’ wellbeing during this period?

Lauren: Yes! Here are my top tips:

Set boundaries and stick to them — The festive season can easily become overwhelming, especially with the surge in clients. It’s tempting to say yes to every request, but this can quickly lead to burnout. Set non-negotiable start and finish times for your workdays and avoid overbooking or extending hours. This is key to maintaining energy levels and ensuring you and your team perform at your best.

Plan ahead — Start organising your client appointments well in advance. By mid-October, I begin booking clients through to March of the following year. This reduces the last-minute scramble for appointments and helps manage the workload more effectively.

Celebrate together — The festive season shouldn’t just be about hard work; it’s also a time for celebration. Whether you work alone or have a team, plan a Christmas party or some form of celebration. It’s a great way to show appreciation for everyone’s hard work and gives everyone something to look forward to.

Take a break — After the festive rush, I recommend closing the salon for a week between Christmas and New Year. This break is essential for recharging physically and mentally, allowing you and your team to start the new year fresh. Clients are generally understanding of this, and it avoids the stress of dealing with last-minute cancellations during a time when people’s schedules are unpredictable.

PC: On the other hand, January is generally a quieter period for salons. What do you generally do over this time for your own salon?

Lauren: I usually go on holidays!!! And I encourage my staff to as well! Operating with a smaller team in January is great, because even if it is a little quieter than usual, the remaining therapists will be busy and the morale doesn’t drop. 

PC: Throughout your career, what would be your most memorable moment to date?

Lauren: There have been so many memorable moments, but I’ll never forget my first paid job in the beauty industry. My beauty school instructor asked if I’d like to do makeup for a bridal party since she was unable to take on the job herself. I ended up doing makeup for seven women, and I had so much fun throughout the entire process. When I collected my payment at the end, I could hardly believe that I had just been paid (quite well, I might add!) for doing something I loved—making people feel beautiful and having the best time doing it. It truly felt like a dream come true and was the moment I knew I was on the right path.

PC: Reflecting on your journey in the beauty industry, what are some of the key changes you’ve noticed since starting out?

Lauren: When I first entered the beauty industry in 2008, most salons were full-service, ‘one-stop shops’ offering everything from facials and body treatments to gel nails and spray tans. These days, you rarely see those kinds of salons – most now specialise in a specific area, whether it’s nails, tans, skin, makeup, lashes, brows, or cosmetic tattooing. This shift makes complete sense to me. Clients want the best for themselves, and as a service provider, it’s difficult to truly excel when you’re offering a wide range of treatments. You might be good at everything, but to be truly great – like a specialist can be – you need to focus on mastering one area.

PC: For those attending the Aotearoa Lash Conference, what can they expect at your session?

Lauren: A motivating session that will (hopefully!) convince all in attendance to stop playing small and finally build the business of their dreams!!