Beauty Industry Struggles with Recruitment Crisis as Gen Z Walks Away

The UK beauty industry is facing a critical recruitment crisis, exacerbated by a lack of interest from Generation Z. With apprenticeship enrolments plummeting by 70% in the last decade and increasing financial pressures, the sector is struggling to fill vacancies. Without targeted interventions, this crisis may severely affect the industry’s long-term growth and reputation.

Hairdressing, once seen as a stable and creative career option, is now battling a recruitment shortfall, with enrolments dropping from over 13,000 in 2015 to just 4,160 in 2023. The NHBF's latest findings reveal that businesses are finding it harder than ever to recruit, with 75% of salon owners saying recruitment is tougher now than it was just a year ago. This shortage isn’t just a concern for future growth—it’s already impacting the sector’s current operations. It now takes an average of 16 weeks to fill a salon vacancy, leaving many businesses understaffed.

Caroline Larissey, Chief Executive of the NHBF, stated, "Low recruitment intentions are a real concern for the industry across both staff and apprentices. These businesses are central to local economies and community wellbeing across the UK." Larissey stressed the importance of government action to support businesses struggling with rising costs and wage demands.

A significant factor behind the decline in young recruits is the perception of hairdressing as a low-wage, high-effort career. Entry-level apprenticeships, which typically offer below minimum wage, are a hard sell to a generation that increasingly prioritises work-life balance and financial security. For many young people, careers in technology or remote work offer more flexibility and better pay than working in a salon, where hours are often long, and the physical demands high.

In addition, Brexit has created a perfect storm, further limiting the beauty sector's ability to hire from abroad. The requirement for skilled workers to earn at least £25,600 per year to qualify for a visa has left many businesses without the option to fill vacancies from the international market, which has traditionally supported the sector.

The beauty sector’s struggle is not limited to recruitment. Many businesses are also dealing with increased costs, including higher wages and energy bills. The NHBF’s survey shows that 76% of salons are worried about the impact of wage hikes, while 55% struggle with energy costs. This has left many salons raising prices to keep up, yet consumers are increasingly unwilling to pay more in the current economic climate.

Financial pressures are also making it difficult for businesses to invest in apprenticeships. Apprentices are often seen as a long-term investment, with many not contributing to a salon's profits for up to three years. The cost of training, coupled with reduced consumer spending, has led some businesses to cut back on new hires, exacerbating the recruitment crisis.

Another growing issue is the disconnect between college education and salon readiness. Employers are increasingly frustrated that college graduates lack the practical skills needed for salon work. Many industry professionals point to the rise of short, unregulated beauty courses as a contributing factor, as they often fail to provide comprehensive training.

To address these issues, the NHBF has been advocating for better collaboration between education providers and the beauty sector to ensure that trainees are receiving the right skills. Additionally, they are calling on the government to offer more financial support to salons that take on apprentices, especially for those over 19, where funding gaps are particularly challenging.

The solution to this crisis is multifaceted. The NHBF and the British Beauty Council have both urged the government to introduce financial incentives for apprenticeships and consider including beauty-related roles in the UK’s Shortage Occupation List. Without these measures, the industry may continue to struggle in recruiting the next generation of talent, threatening its long-term sustainability.

Looking to the future, it’s clear that a combination of better pay, improved training, and targeted government support will be needed to bring young people back into the fold. As the NHBF's Larissey puts it, “These businesses are central to local economies, and it is vital that the government provides targeted support.”