Helen Ward

I have been featured in Professional Beauty a number of times throughout my career.

I also wrote a regular column for Salon Industry Journal.

Over the years, I have spoken at a number of live and online conferences and industry events including The Skin Games, Business Connect, and The Artistic Fur Lash Conference.

I have also appeared on several industry podcasts including Spa Excellence and Inspiring Salon Podcast.

I started in the beauty industry in 1996 and opened my first salon at just 19 years old. Since then, I have built my career around both hands-on industry experience and education, working across salon management, teaching, mentoring, judging, business development, and visibility training.

I have owned and managed Sirens City Retreat Beauty Salon since 2012, building it into a multi award winning city centre salon known for professionalism, client care, inclusivity, and high industry standards. Alongside running the salon, I have continued to work as a therapist while also developing wider industry projects and education.

Since 2010, I have worked as an educator within both higher education and private training environments, teaching a wide range of beauty and business subjects. Over the years, I have supported students at different stages of their careers, including young people entering the industry and experienced professionals looking to develop advanced skills or improve their business knowledge.

My work has expanded beyond traditional salon education into digital visibility, Google search, SEO, AI visibility, and business strategy for beauty professionals. I now teach industry professionals how to improve their online presence, strengthen their business foundations, and adapt to the changing digital landscape.

I am also the founder of The Hair & Beauty Directory, a global platform designed to help professionals gain visibility, improve trust signals, and connect clients with qualified, inclusive, and independently discoverable businesses. The platform combines structured SEO, education, verification, and industry support to help raise standards across the sector.

Alongside this, I have worked as a speaker, judge, mentor, panel member, and educator within the beauty industry, contributing to discussions around professionalism, visibility, inclusion, education, and the future of the industry.