Creating a global platform was not a natural or expected progression. School was challenging due to undiagnosed dyslexia and ADHD, which led to difficulties with formal education and an E in business studies. However, learning did not stop there. Helen went on to complete a foundation degree in bodywork, continued her studies with the Open University, and later gained a Certificate in Education. Her career was shaped less by linear progression and more by learning through practice, observation and persistence.

As the industry changed, Helen continued to adapt. In recent years, she self-taught SEO, search behaviour and online visibility,  focusing on how businesses are now found, trusted and chosen in a world increasingly shaped by Google and AI. What began as a necessity to protect her own business evolved into a deeper understanding of how visibility systems work, and where they fail professionals and consumers alike.

The idea for The Hair & Beauty Directory emerged during the pandemic, when professionals finally had time to speak openly about the issues they were facing. The same concerns surfaced repeatedly: fast-track training had caused long-term damage, clients were unsure who to trust, and professional visibility had become driven by social media rather than skill, safety or experience. It became clear that no existing association or platform was designed to address these problems in a meaningful, modern way.

Rather than waiting for change, Helen began building a system herself. The platform has been developed without investors or corporate backing, shaped entirely by lived industry experience and real-world data. Every element has been researched, funded and directed in-house, with all revenue reinvested into its growth and development.

The Hair & Beauty Directory exists because learning does not end with formal education, and because systems improve when they are built by people who understand the reality of the work. It reflects a belief that visibility should be earned through substance, not noise and that industries move forward when someone is willing to question what has been accepted for too long.

The long-term vision is to build a trusted central hub for the entire industry. The platform will continue to evolve to raise standards through clarity, support professionals with visibility and education, and give clients a reliable way to find the right practitioner. As search, AI and consumer behaviour shift, the platform is positioned to grow and lead with purpose.

How it began

The platform began during the pandemic, when professionals finally had time to talk openly about the reality of the industry. Cheap, fast-track courses had caused long-term damage. Many professionals did not know they had been trained incorrectly. Clients were unsure who to trust. Social media had replaced skill as the measure of credibility, and at the same time the economy was shifting.
The industry felt lost, and no platform reflected these challenges. That is when the work began.