Beauty Works is proud to unveil a major expansion of its professional education programme for 2025 – with the appointment of Dina Demetriou as Head of Education.
Having spent the last seven years as a pivotal figure within the professional sales team, Dina brings her passion, leadership, and breadth of industry knowledge to the helm of Beauty Works’ education division. A former salon owner and Regional Sales Manager, she understands the challenges facing stylists and salon businesses first-hand, ensuring that education is tailored to the real-world needs of professionals at every level.
“I’m absolutely delighted to step into the role of Head of Education at Beauty Works. Having spent years in the industry, I know firsthand how crucial it is for stylists to receive comprehensive, hands-on support,” said Dina. “Our new 2025 education initiatives are designed not only to enhance technical skills in fitting and blending extensions, but also to help stylists develop essential business and social media expertise. My goal is to ensure every professional who trains with us has the confidence, knowledge, and resources to thrive in today’s competitive market.”
New Courses and Support for 2025
From January 2025, Beauty Works will introduce all-new educational courses designed to offer advanced support in fitting, cutting, and blending extensions, while also adding business and social media management skills to help stylists build long-term success that goes beyond the technical side of hair extensions.
- Expanded Topics: Stylists at every stage of their career will benefit, and new or smaller businesses can gain essential insights and support to grow sustainably.
- Reward Scheme Access: Upon completing their course, stylists automatically qualify for the Beauty Works reward scheme, earning monthly allowances for aftercare and styling tools, alongside other exclusive benefits. Participants can progress through Bronze, Silver, Gold, and Platinum tiers, unlocking enhanced perks at each level.
In addition to strengthened education, Beauty Works continues to invest in its dedicated trade sales and marketing team, offering personalised support to salons and stylists across the UK. Trade partners also enjoy access to regional events and masterclasses, collaborating with some of the country’s most exciting hair stylists — among them celebrity stylists Jay Birmingham and Dom Seeley, as well as accomplished salon owners like Calum Tierney at the award-winning Terence Paul salon group.
Penelope Cheshire, Founder and CEO at Beauty Works, said: “Our sales, marketing and education teams bring together years of combined experience, merging their passion for the industry and their expertise to support our professional customers like never before.
“We’ve invested heavily in our people, and we’ll continue to do so into 2025 with many new roles on the horizon. This, combined with our increased focus on adding significant new tools, technology, and infrastructure, will provide salons and stylists with industry-leading support they won’t find anywhere else.”