DIY hair firm reports increased sales

Penelope Cheshire, Beauty Works' Managing Director
Penelope Cheshire, Managing Director of Beauty Works.
A Greater Manchester hair business has reported a 65% increase in year-on-year sales thanks to at-home and DIY hair care during the first COVID-19 lockdown period. 

Beauty Works, based in Cheadle, sells hair extensions and styling tools to 180 international markets and has seen profits double this year, with styling tools, ‘clip in' hair extensions and after-care product sales particularly virulent. In 2019, the company turned over more than £20 million; this year the company is on target to hit more than £33 million.  

Commenting on the company's success during lockdown, Penelope Cheshire, Beauty Works' Managing Director, says:

“With many hair salons closed during the lockdown period, our customers have had to be adaptable and tend to their own locks; hence, sales of our DIY products have gone through the roof…Such unparalleled growth is not only good for the company, but for our staff – none of whom were lost during COVID-19 – and the local community.  The prospect of creating new jobs at a time of increased unemployment is very satisfying.”

The meet this year's demand, Beauty Works have secured additional warehouse space which will create 15 jobs for local people, whilst Penelope (pictured left) aims to increase office staff numbers from 60 to 75 in the coming months.