Stylist to the stars Phil Smith has more than 30 years’ experience in the hair industry. He talks to Emily Hunter about the lessons he has learnt from running salons, keeping celebrity clients happy and his award winning hair care range.

 

You’ve worked in the hair industry for over 20 years – what have been the biggest changes you’ve witnessed in the industry during this time?

Phil Smith: It’s become noticeable that the approach and styles people ask for have become easier. When I began my career nearly 30 years ago, the salon would easily do 10 or so perms a day. Nowadays the perm has lost its appeal and women are embracing a more simplistic style. Products, treatments and services have aided this evolution. Colour is still a massive part of the business, but using foils for highlighting hair has replaced the timely and fiddly cap application we saw previously.

 

Toni&Guy has played a significant part in your hairdressing career – what are the key lessons you learnt from working for such a huge brand?

PS: Toni&Guy gave me an insight into how to expand a small business to a larger one, which is something I wouldn’t have been able to do without their guidance. I closely followed what they did – buying properties rather than renting the shop from a landlord – so not only was I building up successful salons, but also gaining assets along the way. Very few other Toni&Guy franchise owners did this, so it meant I could carry on investing in this way to build up my portfolio. Being part of the Toni&Guy family also meant I gleaned a vast wealth of knowledge in product development, which I may not otherwise have gained an insight into. Their products are great quality and gave me ideas as to what would be possible in formula development. Like running any other business, running a salon is a huge responsibility. With Toni&Guy, you have the support from a business model that works, but going solo is a big gamble. You won’t see success overnight, but as long as you make sensible decisions, you should be pleased with what you achieve.

 

You have a lot of celebrity clients, including Tess Daly and Michelle Keegan – how have you built up such a prestigious client list and what keeps them loyal?

PS: Over the years I have built up firm friendships with them, and their loyalty has been incredible. I respect their privacy and in turn they have stuck with me. When I first began my career, I met a lot of up-and-coming bands, actresses and presenters on shows like SMTV where I was rarely paid. We’ve grown together in our careers and supported each other through the journey.

 

What inspired the launch of your Phil Smith Be Gorgeous hair care range?

PS: In 2004 I was the only finalist in the British Hairdresser of the Year awards who didn’t have my own range. It was something I was thinking of and a timely approach from Sainsbury’s opened doors for an exclusive range with them. I wanted to create a ‘celebrity’ hair care range that was affordable, as many of the other celebrity ranges were quite pricey and not everyone could afford them. My vision was to introduce a range that offered salon quality at an affordable price. Without the support and belief from Sainsbury’s, my family and the team, we wouldn’t be where we are today!

 

What makes Sainsbury’s the ideal stockist for your hair care range?

PS: Phil Smith Be Gorgeous packaging is bright and cheery and the names are tongue-in-cheek but with a clear message, making it a great fit for Sainsbury’s and its customers. The price point is perfect as nothing in the range costs over £4, meaning it’s not too expensive for regular customers or people wanting to try the brand for the first time, encouraging them to become fans of the products.

 

What key messages about the range would you want in-store beauty advisors to pass on to customers?

PS: When the range first hit the shelves 11 years ago, we wanted the messages to be very clear on the packaging. For example, if you pick up any product from the Curly Locks range, we want it to be obvious that it is specifically designed for curly hair, but not in a patronising way. Messages need to be clear and concise and, even though we have specific families for certain hair concerns, customers can mix and match products to suit their hair and the look they want to achieve.

 

Phil Smith Be Gorgeous is endorsed by Cruelty Free International – was this particularly important to you, and why?

PS: I absolutely love animals and do not see the need to test hair products on them as they’re not being used on animals – only people. I have two dogs and have always been around animals, so would hate to see any hurt in the name of beauty. Quite a large number of the Be Gorgeous products are suitable for vegans too, which I know is very important to a growing number of people.

 

What are your plans for the range in future – how would you like to see the brand evolve?

PS: I’m looking forward to seeing the brand grow internationally and become globally recognisable. We are currently stocked in Sephora stores in Brazil and Turkey and hope this will expand in the next few years. We are currently extending the brand with the introduction of a children’s accessories range, a premium professional range and colour products too. You’ll have to watch this space to see how the brand develops!

 

Your day-to-day work spans in-salon styling, celebrity clients, running your business and creating hair care products – which is your favourite part?

PS: My favourite part is seeing the business grow and become recognised as a successful hair care brand. We’ve won awards, our credibility is growing and we are gaining more space in stores. All in all, we are on the up and this is a positive thing. Everyday is a new challenge, and you need these challenges to keep you moving in the right direction.

 

What do you think are the hottest hair trends this year that our readers should be aware of?

PS: Pastel shades are still a popular look for this year, as are long bobs and natural waves. Structured hairdressing is also behind us as women experiment more with their style.