Running a Successful Freelance Hairdressing Business | Benjamin Shipman

Benjamin Shipman, co-founder of the hair movement, looks at the psychology of running a successful freelance hairdressing business.

The hairdressing industry operates on a misconception that technical excellence fuels success. However, we all know there’s more to being successful than a great haircut.

Understanding behavioural psychology can give you the competitive edge, and when you understand why people make decisions, you can influence those decisions effectively.

The industry is experiencing unprecedented change. Those who master the behavioural aspects of business won’t just survive; they’ll thrive and go on to shape the industry as we know it. Of course, technical skills remain important, but behavioural intelligence is what separates industry leaders from followers.

There’s an opportunity for every freelance and independent stylist to build something extraordinary, because here’s the thing: the real magic of any business happens in the 80% that lives outside the craft. Yes, technical skills matter, but they only account for about 20% of what makes your business thrive. The rest is about communication, leadership, conflict resolution, team culture, marketing, guest experience and mindset.

I spent many years living abroad, working globally as a leadership and management consultant, and partnering with brands like Adidas, Levi’s, IKEA, Intel and Sheraton, to name a few. My background is in behavioural science – the study of how people think, feel, act and make decisions. It might not sound directly related to hair, but it turns out that understanding human behaviour is one of the secret sauces to building any successful business.

So, what can we learn from these big brands?

1. Brand Consistency
   When IKEA expanded across markets such as China, Russia and India, one thing became very clear – the brand was uncompromising. It didn’t matter where it was operating, the IKEA culture was bigger than the local culture. That might sound bold, but it wasn’t arrogance; it was about clarity, consistency and commitment to brand values. Everyone knew exactly what they were signing up for, what was expected of them and what they could rely on.

   This kind of clarity creates safety because when people feel safe, they can focus on what really matters. That lesson has always stuck with me, and it’s now one of my own golden rules; nom one person is bigger or more important than the brand.

   For independent and freelance stylists, this means creating consistent client experiences, from the booking and the consultation, all the way to the finish. Inconsistency can breed anxiety, while consistency will build trust and loyalty.

2. Long-Term Vision
   How many times have you flip-flopped, changed direction or compromised, not because of your long-term vision, but because of team and peer pressure? Change is powerful (it keeps a business growing!), but we’re not just reacting to change, we’re leading it.

   That said, a brand is only as strong as the people within it. Skills can be taught, but energy, attitude and alignment with your brand values? That should be non-negotiable.

3. The Power of WOW
   Guests come first, and they’re always right… even when they’re spectacularly wrong! Next, comes your tribe and their wellbeing. Lastly, the business. And here’s the reality: when you take care of the first two, the third takes care of itself. I stole this straight from Disney, 18 years ago. They call it the ‘Power of WOW’, which prioritises guest experience above anything else.