EXTEND your OFFERING

With the global human hair extensions market valued at €4.47bn in 2024, there’s no denying that what was once thought of as an add-on service for a specific type of client is now a mainstream salon offering.

“Hair extensions are in high demand, and the industry is booming,” says Melissa Hayward, owner of Melissa Hayward Academy, which offers in-person and online hair extension training. “It’s easy to see why – hair extensions are a quick way to add length, volume or thickness, and they can completely transform a client’s look. They are a high-end service that clients are willing to pay for.”

If your salon offers a hair extensions service, it’s a good idea to clearly communicate it on your menu. “Make sure that it is listed as a main service just like colour and cuts, and not as an add-on,” advises Nick Ineson, sales director at Beauty Works.

“It is essential to differentiate hair extensions on your salon menu – this helps clients understand that extensions are a speciality service,” says Linda Thornton, Great Lengths master and owner of Lynda T Hairdressing in Co Wicklow. “You can include detailed descriptions of different types of extensions, such as tape-in, fusion or micro-ring, along with the benefits of each and the price range. It’s also important to note the length, texture and colour options in order to give clients a clear understanding of what they can expect – whether it’s length, volume or specific colour enhancements that they want to achieve.”

If you’re not already offering a hair extensions service, you could consider employing a specialist or training your own salon staff. With the average extension client coming every six to eight weeks, it’s a move that would bring in an additional and steady income stream.

“Bringing in an extensions specialist is definitely a smart move if you haven’t already,” says Thornton. “The industry is thriving, and hiring someone with expertise will elevate your salon’s reputation.

Extensions specialists not only bring in loyal clients who need regular maintenance, they also bring in additional revenue. Having someone who is highly skilled in extensions will attract clients looking for expert care and precision, helping you stand out in a competitive market.”

Training as an extensions specialist opens up lots of opportunities, according to Hayward. “You can step into a rewarding, growing industry and start building a successful career. By mastering the craft, you’ll potentially earn more than in other areas of the industry. There’s a unique sense of satisfaction that comes from making others feel good. By providing high-quality extensions, you help your clients feel their best, which is incredibly fulfilling.”

Varied options

The variety of hair extensions options that are now available has opened them up to new clients, who may previously have dismissed them. For example, there are a range of discreet innovations on the market now that target specific needs, such as thinning hair as a result of the menopause.

“The discreet hair extensions available today, such as individual strands applied strategically to thicken specific areas of the hair, are fantastic for a range of clients, especially those experiencing thinning hair brought on by the menopause or other conditions,” says Thornton. “These targeted services allow clients to address their unique concerns, and give them a natural and undetectable result. The beauty of modern extensions is that they can be customised to meet specific client needs, which opens them up a wider audience, including those who previously avoided extensions due to fears of unnatural results or discomfort. These services also add more flexibility to your offerings, making it easier to target a broader range of clients.”

“There has been a huge rise in demand for hair fillers, which are the perfect option for filling gaps or sparse areas of hair, or to add the most natural looking density to finer hair,” says Rachael Wilson, brand manager at Shopwpony. “Salons and clients are loving express services like these because they they can be applied in as little as 10 minutes, and the hair is completely reusable, meaning they are a more sustainable, eco-friendly and cost-effective option.”

“Many clients turn to extensions to boost their confidence or try something new,” says Hayward.”One size doesn’t fit all, so it’s important to offer different methods of application to suit different hair types, client preferences and budgets.”

Stay social

It is also imperative that you market your hair extensions offering. We all know the power of social media, particularly video content, when it comes to promoting hair services. “I always do Reels, and I take pictures before and after the big transformations,” says Alex Ferris, brand ambassador for Remi Cachet. “I also take pictures of clients who have been with me for a couple of years to show how their own hair has transformed. It might have been a bob when they first started getting extensions, and now it’s grown long and healthy.”

‘It is essential to clearly differentiate hair extensions on your salon menu – this helps clients understand that extensions are a speciality service’

“Social media, especially platforms such as Instagram and TikTok, is an invaluable tool for promoting hair extensions,” notes Thornton. “Before-and-after images are highly effective, as they visually show the transformation you can create. Reels are particularly powerful for engaging clients and showcasing your expertise in a quick, dynamic way. You can also share client testimonials and time-lapse videos of the application process, which helps demystify the service.

“Seasonal adaptations are key – perhaps highlighting beachy, voluminous styles in the summer and more sleek, glamorous looks in winter. Engaging with trends and being consistent with posts is crucial to keeping your services relevant.”

If you are searching for new clients and looking to reach those who don’t already follow your salon on social media, there are other options. “We invested in Google Ads and this has driven a lot of clickthroughs to our website, which has generated a lot of leads for our salons,” says Johnny Yip, managing director of Zen Hair.

Client testimonials

Of course, never forget the positive effect created by word-of-mouth recommendations. Real-life testimonials from satisfied customers are unparalleled in their impact. When clients share their positive experiences, it creates trust.

“Word-of-mouth recommendations remain one of the most powerful marketing tools in the hair and beauty industry,” says Thornton. “Happy clients who share their experiences are incredibly valuable. Authentic testimonials – especially those with before-and-after photos – can speak volumes. Encourage satisfied clients to share their experiences on social media or leave reviews. You could even offer incentives for referrals. Real-life stories resonate with potential clients far more than generic advertising.”

“While influencer partnerships and eye-catching packaging are valuable, the authenticity of our clients’ stories is our strongest asset,” says Thomas Gold, founder of Gold Fever.

And remember, as with any hair service, you should invest in ongoing training to keep up with the latest techniques and trends.

“The hair extension industry is constantly evolving with new products, tools and application methods, so investing in regular training ensures you're offering the best and most up-to-date services,” stresses Thornton.