A nationwide survey led by Inside Industry has revealed what salon owners want from the brands they stock, offering eye-opening insights into the professional beauty industry.
Titled What Salon Owners Want: The Brands They Stock, the report features responses from over 1% of Australia’s 27,000 professional beauty businesses, providing a roadmap for brands to strengthen their relationships with stockists and actively contribute to their success.
While face-to-face sessions still hold value, online training emerged as a top priority, with over 70% rating it as critical to their success. This reflects a growing need for brands to modernise education offerings, ensuring they keep pace with the demands of today’s fast-moving beauty industry.
Salon owners prioritised time with Educators over Business Development Managers, emphasising the importance of skill-building and product knowledge. Some respondents were willing to dedicate up to three hours to meaningful sessions. “We want training to go beyond sales pitches and provide actionable skills,” one respondent shared.
To further their education, 52.2% also revealed they lean on industry media outlets like Professional Beauty to assist with their decision-making.
The industry is also shifting away from brand exclusivity, with nearly half of respondents stocking three or more brands. Affordable opening orders remain a priority, with the $1,500–$2,500 range considered ideal. “Brands need to understand that salons are taking a chance when they invest in their products. Support is key to proving the brand works,” another respondent explained.
Communication practices also came under scrutiny, with outdated methods like phone calls causing frustration. Email (76.9%) and online communities (59%) were identified as their preferred channels.
Inside Industry Director Tamara Reid adds, “The professional beauty industry is moving fast, and brands need to meet salon owners where they are. Those that offer genuine support and education will build stronger, longer-lasting partnerships.”
To access the full report, visit Inside Industry’s website here.
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