Despite the increased attention the beauty industry has received since the end of COVID lockdowns that led to a 432% spike in beauty salon bookings, the number of individuals seeking beauty-based training and career-starters has rapidly decreased in recent years. In 2017, 25,000 people in the UK alone underwent a beauty-related apprenticeship, and by 2021, this figure had dropped to below 7,000, with no recent data suggesting that this number is set to climb again. Across the globe, big-name brands and retailers are utilizing their power to change this, equipping the industry with talent by offering extensively executed apprenticeship opportunities and accelerator programs to uplift the next generation of beauty creatives and business boomers.
At the start of the year, the British Beauty Council rolled out its Future Talent Programme, an initiative "dedicated to highlighting career pathways to young people, ages 11 to18, inspiring them to see value in their current education." The program was rolled out in schools across the UK, offering students insight and mentorship in categories including STEM beauty careers, marketing, communications, and buying and merchandising. In its pilot phase, the activation was predicted to cover over 25,000 schools reaching over 10,400 teachers with resources for students. Continuing to empower the youth with the possibility of a future career in beauty, the British Beauty Council recently announced a competition in collaboration with Superdrug, hoping to spotlight the importance of new talent in the sector. The competition, named Search for Studio Stars, was designed to discover ten of the UK's "next-big-thing" makeup artists while breaking down any misconceptions and barriers preventing young people from pursuing a beauty-based career.
The talent search was open to all, as contenders were invited to submit their applications by posting a TikTok showing their skills. Of the many entrants, ten successful candidates were enrolled in a four-month program, which included an industry immersion day at Superdrug headquarters, a celebrity master class with makeup artist Belle Hassan, a business webinar with British Beauty Council experts, and the opportunity to gain experience working on Superdrug's upcoming seasonal marketing campaigns.
"We are delighted to be working with Superdrug to highlight the wealth of opportunity that exists for those exploring a career in creative beauty. The cosmetics industry contributes a huge amount to the British economy, yet is vastly underestimated, and sadly as we saw with COVID-19 lockdowns, still not treated with the respect and priority, it deserves," Millie Kendall O.B.E, Chief Executive Officer (CEO) of the British Beauty Council, said at the time of the competitions announcement. "Our industry encourages high rates of entrepreneurship and diversity, is popular with minority groups—including women and ethnic minorities—lures a young workforce, and also promotes social mobility. It's vital to the economy and society that we demonstrate the credibility and creativity of cosmetics careers, attracting tomorrow's talent through campaigns like this one."
Search for Studio Stars is not the only educational opportunity Superdrug has presented for young talent. In the past decade, the retailer has provided over 1,500 individuals with beauty business-based apprenticeships, of which 75% have secured a permanent role at the company—with an average of 10% of this figure receiving a promotion within their first year of employment.
Superdrug is one of many presenting educational ventures for those who may need a helping hand breaking into the industry. Multiple key retailers and brands in the beauty sector have begun to uplift these people through accelerator programs offering expert mentorship and business advice. Numerous small start-ups and stand-alone people seeking beauty careers have been given the opportunity to launch into popular retailers through activations including the Ulta Beauty Muse Accelerator, Sephora Accelerator Brand Incubator program, Walmart Start Accelerator program, and the Target Takeoff Beauty Cohort.
Tarte Cosmetics is the latest to announce a beauty accelerator, this time in the form of awards. The Shape Your Future Small Business Awards plans to grant $300,000 to Black female entrepreneurs this August to celebrate National Black Business Month. On top of the grant, award recipients will be some of the first to experience the brand's Tarte Labs, an incubation center that provides entrepreneurs, creators, and artists access to necessary tools to elevate their enterprises. Tarte Labs is scheduled to take place at its NYC headquarters and will offer support including studio and content creation space, media templates, contract and legal document guidance, and more.
"I'm grateful to everyone who helped me along the way, and that's why lifting up other entrepreneurs is so important to me," adds Maureen Kelly, Founder and CEO of Tarte Cosmetics. "Supporting Black small business owners is one way to help shape a more inclusive, equitable, and thriving business landscape."
Beauty brands and retailers pioneering education and acceleration for future talent is not limited to these Western examples. In Malaysia, Nivea, retailer Watsons, and support network WOMEN:girls recently relaunched their collaborative apprenticeship scheme that offers opportunities to young people residing in Klang Valley.
The program, which was first established in 2016 and has aided over 20,000 apprentices, has only just begun again after closing due to lockdown restrictions across the pandemic-heavy years. The program partners young people with apprenticeships in the beauty and fashion industries and offers guidance, insights, and mentorship throughout their journey—as well as skill training tailored towards the specific demands and trends of the individual's career subcategory. The activation is further supported by general consumers, whose purchases of Nivea products over RM20 at Watson's stores will lead to an RM1 donation that goes directly to the cause.
"We are deeply committed to empowering individuals and promoting positive change. Hence, Nivea's collaboration with WOMEN:girls and Watsons for the program aligns seamlessly with our core values," Beiersdorf Malaysia and Singapore Country Manager Ng Hock Guan said at the relaunch event. "We take great pride in our unparalleled expertise and abundant resources and foresee making a significant impact in shaping the future of the health and beauty industry by nurturing and empowering the next generation of leaders," added Watson's Mananging Director, Caryn Loh.
Although varying brands present the aforementioned initiatives, they all suggest the same message—the beauty industry is committed to seeking talent and presenting outlets such people can use to thrive.
While it's not clear why the number of young people seeking beauty-based careers has plummeted, the sense of community and encouragement created by each apprenticeship and accelerator program will hopefully have a positive, lasting impact, influencing these numbers to once again climb. Because several of the programs focus on uplifting underrepresented social groups and creating possibilities for those who may have once felt they did not have a place in beauty, the industry seems to have shifted its perspective. What was once a sector known to be extremely judgemental and one that preyed on consumers' insecurities is slowly but surely becoming an industry fueled by diversity, inclusion, opportunity, and community. Knowledge is power, and the beauty industry is future-proofed and equipped with both.
