GLOWWA turns five, and here’s what every stylist, and their client, need to know…
GLOWWA is celebrating its 5th birthday this month, marking a significant shift in how the industry approaches hair health. What began as a nutrition-led solution to hair loss concerns has evolved into a global salon movement, supporting stylists in taking a more holistic, long-term approach with their clients.
Founded by nutritional therapist Suzanne Cooper following her own experience with hair loss, the brand is built on a clear principle: that real hair results come from looking beyond the surface and taking an inside-out approach. This ethos continues to underpin GLOWWA’s mission to change the way we care for hair, with a focus on delivering results from within.
Today, GLOWWA’s portfolio spans its multi award-winning HAIR FOOD supplements alongside a growing collagen range, including its Collagen Creamer and New Collagen, designed to support hair health, scalp condition and overall wellbeing. Now stocked in over 60 countries and supported by a 2,000-strong UK salon network, the brand continues to reshape how professionals approach consultation and care.
So, to mark the milestone, and with insights from Jerome Wilson, Global Head of Education for GLOWWA, here are five changes shaping the future of haircare:
01. Hair health doesn’t start with what you apply, it starts from within
We’re seeing a clear shift away from quick fixes. Clients increasingly understand that stronger, healthier hair is built by supporting the body as a whole, from managing stress and hormones to optimising digestion and nutrition: “We’re having very different conversations in the salon now,” says Jerome. “It’s not just about what clients are using, but what’s going on in their day-to-day lives.”
This is starting to change the way consultations are approached, with more focus on lifestyle, wellbeing and long-term hair health, rather than just product recommendations. It’s no longer just about what’s being used on the hair, but understanding the wider picture, from stress and sleep to diet and hormonal changes. Designed to complement professional salon care, GLOWWA supports both stylists and clients in taking a more proactive, long-term approach.
02. Clients are more clued up than ever (but not always correctly)
“With the rise of social media, clients are coming in with more knowledge, but also more misinformation,” says Jerome.
That’s where the role of the stylist becomes even more important, not just in what they know, but how they communicate it. Clients may arrive with strong opinions shaped by TikTok or online advice, but not always the full picture. From hair loss and shedding to changes in density or texture, these can be sensitive conversations. It’s about listening, understanding and guiding clients in a way that feels supportive, not overwhelming, while helping them cut through the noise and build trust in professional expertise again.
03. Nutrition is now a non-negotiable in haircare
Modern lifestyles are having a measurable impact on hair health, from sustained stress levels to the rise of GLP-1 medications and declining nutrient quality in everyday diets. “There’s a growing demand from both stylists and clients to understand what’s happening beneath the surface,” adds Jerome.
This shift is reshaping the consultation process. Stylists are looking beyond surface-level symptoms to identify the underlying causes of hair concerns, taking a more holistic, investigative approach. As a result, results-driven supplements are becoming an essential part of the conversation, supporting hair health in ways topical products alone cannot. Hair Food is designed to work at a cellular level to promote scalp health and encourage stronger, healthier growth, using high-quality, clean ingredients that align with the growing demand for transparency and trust.
04. Salons are stepping into the wellness space
From collagen in coffee to more open conversations around lifestyle and wellbeing, salons are becoming more than just a place for hair. They’re evolving into spaces where clients are looking for a more holistic approach, one that supports hair health from the inside out.
“Salons are naturally moving into that wellness space,” adds Jerome. “Clients are looking for more than a service; they want guidance and a more joined-up and personalised approach to their hair health.”
Products like GLOWWA Collagen and the Collagen Creamer present a natural extension of this shift, creating an opportunity to bring that thinking into the salon experience in a way that feels both relevant and value-led. Whether integrated into the consultation, introduced through in-salon rituals, or even incorporated into drinks menus, it adds a layer to the client journey that goes beyond surface-level results.
With the range exclusively available through salons and via GLOWWA.com, it also supports professional retail in a way that feels aligned rather than transactional, giving stylists the opportunity to build a more results-driven, loyalty-led offering while supporting clients between appointments.
05. Clients expect proof, not promises
“Hair health is no longer driven by trends alone,” says Jerome. “Clients are looking for evidence-backed solutions that deliver visible, lasting results.”
GLOWWA Hair Food is positioned as a daily ritual rather than a quick fix, supporting long-term hair health while building trust through its science-led formulation.
In consumer trials:
- 96% reported less hair loss
- 96% saw fuller hair
- 98% noticed a healthier scalp
- 100% would recommend it
As GLOWWA marks five years, the focus remains firmly on equipping stylists with the knowledge, confidence and tools to support clients in a more meaningful, long-term way, both in and beyond the chair.
To find out more, visit glowwa.com and follow @glowwa.