Why Inclusivity is the Future of the UK Beauty Industry

Ever felt like the beauty industry treats multicultural skin and textured hair as an "afterthought"? Lola Maja is on a mission to change that narrative through Tones of Beauty. In this vibrant chat, Lola shares her journey from being a 14-year-old beauty enthusiast to becoming a world-renowned MUA and educator. We explore the massive expansion of the Tones of Beauty Expo at London ExCeL—a groundbreaking event that combines a high-level B2B trade show with CPD-certified education. From niche fragrances to "the ones to watch" in homegrown UK brands, Lola explains how this show provides a long-overdue platform for inclusivity. Whether you’re a salon owner, a buyer, or a brand looking to go global, this conversation is a masterclass in why specialized knowledge shouldn’t be a side-hustle—it should be the standard. 5 Key Takeaways Inclusivity is Not an Add-on: Treating multicultural skin or textured hair as a separate "specialism" is outdated; it should be integrated into foundational beauty education. Lifelong Learning: A successful career in beauty requires constant evolution; staying engaged means always being open to new courses and specialisms. The Global Beauty Bridge: Events like Tones of Beauty create a vital "back and forth" channel for international brands to enter the UK market and vice versa. B2B Networking is Key: Relationships between distributors, buyers, and brand owners are the real currency of trade shows, often leading to immediate retail placements. CPD Certification Matters: Professional development shouldn't just be about products; participating in certified panel talks allows beauty professionals to meet their annual learning requirements. 5 Power Quotes "Every decade, I found a new passion within the same industry... you just kind of changed your specialism." "Education is so helpful... I’m kind of always doing one course or another." "We want to create an environment that nobody feels embarrassed, shy or feels like they can’t ask a question." "If you build it, they will come. If you learn it, you can charge for it." "Why limit yourself, really? You can specialize in something, but why limit your earning potential and your growth potential?"] Key Timestamps & Chapters 00:08 – Meet Lola Maja: 30 Years of Beauty Expertise 02:48 – From High Street Sales to Global Brand Launch 04:22 – Special Effects, Film Sets, and Prosthetics 08:35 – Changing Paths: Life After the Make-up Brush 10:48 – What is Tones of Beauty? UK's First Inclusive Trade Show 14:05 – The Education Stages: Insights, Innovations, and Experience 17:22 – Ones to Watch: Supporting Next-Gen Homegrown Brands 22:31 – Combating the "Afterthought" Mentality in Skin and Hair 26:18 – The Big Picture: London ExCeL and Beyond SOCIALS & IMPORTANT LINKS ⁠https://susanroutledge.com⁠ ⁠https://www.instagram.com/susan_routledge/⁠ ⁠https://www.tiktok.com/@beautybusinessmatters⁠ ⁠https://marketing.susanroutledge.com/beauty-and-the-best-chapters⁠ TONES OF BEAUTY EXPO 2026! Find out more below!: https://www.tonesofbeautyexpo.com/ SPONSORSHIP ⁠https://www.phorest.com/⁠ ⁠https://share.hsforms.com/1Z3Q1VRM8TNqfn11f4cZyPA1c4ta⁠ This Podcast has been brought to you by Disruptive Media. ⁠https://disruptivemedia.co.uk/⁠ HOST BIO Susan Routledge is a distinguished figure in the beauty industry with over 38 years of experience. As a multi-award-winning salon owner and international business consultant, she's recognized among the top UK industry influencers for her passion and dedication. Known for her down-to-earth, light-hearted approach, Susan is an international speaker and established awards judge. She founded the exclusive Beauty Directors Club, a global membership community for salon, clinic, and spa owners, offering business resources and multi-expert advice. Susan also created the online "Salon Success Freedom" program to help beauty businesses thrive. Susan founded and has grown her clinic of 36 years in Co. Durham into the largest independent beauty salon in Northeast England. She is the creator of the trademarked STABLE business formula and author of "The Little Book of Client Retention" and the world's No. 1 bestsellers "Beauty And the Best" 1, 2 and 3. She serves on the Professional Board for BABTAC, helping to represent and raise industry standards, and on the advisory board for the prestigious PHAB Service Stars. Susan's expertise continues to shape and elevate the beauty industry worldwide.