It’s an interesting time for the beauty industry, with the emergence of Do-It-Yourself (DIY) beauty due to the pandemic and the growth in consumers doing their hair at home. Sally Beauty has taken note of this trend and introduced Studio by Sally, a new concept store located in Denton, Texas. This store aims to offer a unique experience by integrating hands-on education, retail, and salon services from experts into its traditional store format. Customers can explore the Salon and DIY hair hub, shop, and have their hair done by licensed and trained hair stylists whilst receiving valuable guidance from them.

Consumers are hungry for beauty knowledge after experiencing extended periods without access to professional beauty services during the pandemic lockdown, which has led to a corresponding increase in innovative products, tools, and tutorials for at-home hair care. This is why it comes as no surprise that social media is awash with at-home tutorials on hairstyling, TikTok haircut tutorials have garnered a collective 1.1 billion views with #wolfcut tutorials alone attracting 40.9 million views on TikTok, while #DIYhairdye has amassed 156.4 million views. Clearly, hair DIY has evolved beyond simple styling tutorials.

Brenda Rutenber, Sally Beauty’s Group Vice President of Stores, describes this new approach to beauty retail as “demystifying” and “unlocking a successful DIY journey for consumers… The teaching salon model combined with the shoppable retail portion of the store makes the concept so unique.” 

By opting to skip the uncertainty of hit-or-miss social media hair care tutorials, at Studio by Sally visitors can access bespoke DIY haircare tutorials through one-on-one services and small group sessions where hair care experts will teach customers how to achieve specific styles, providing all the steps and products needed to recreate them at home. The store also hosts free workshops and events where customers can learn techniques and get professional hair care tips and advice, helping consumers confidently care for their hair at home. These workshops will cover a range of topics, from learning about textured hair and discovering curl types to other DIY services that enhance customers’ experience.

The beauty industry is constantly evolving as DIY beauty trends continue to gain popularity, it is important to emphasise that certain tasks should be entrusted to experts and educate consumers on the skills beyond DIY. This push towards DIY beauty solutions could have far-reaching negative effects. We’re interested in hearing your thoughts on this surge in the DIY hair movement and the potential impact it could have on the industry. What could be the potential outcomes from this?