Brian ‘Leo’ McCallum, owner and Creative Director of ROAR Hair & Beauty, talks about how his work as a drag queen inspired him to create an inclusive salon group…
When I am not creating and running my award-winning salon group, ROAR Hair & Beauty or educating other professionals in the industry, you may well find me on stage performing as my drag alter ego ‘Ginger Rogers’.
I love the combination of both worlds, and my work as a drag queen has also been a powerful asset for creating an inclusive salon space and environment. After so many years performing in shows overseas and in bars and clubs across the UK, those who come to watch me perform are from all walks of life and for me, this is true inclusivity at its core, welcoming people from all backgrounds.
When I first opened ROAR in 2017, I wanted to create a space that welcomed everyone, so it was about taking the environment I had become accustomed to when performing in drag and translating that into the salon environment.
In this feature, I share some of the steps I have taken to build an inclusive salon group and safe space, which has been directly influenced by my drag work.
Flexibility
One of the most effective ways to create an inclusive environment is by taking a flexible approach. It is so important to treat every guest as an individual with their own unique needs and preferences. Taking a one-size-fits-all approach causes huge limitations, as it is almost impossible to meet all guests’ respective needs. For example, guests with sensory conditions or disabilities may require a quieter environment, with dimmed lighting. As a result, we have ensured all our ROAR salons have spaces in the salon that offer a low sensory experience.
We also introduced ‘Silent Appointments’, where, before their ROAR visit, guests are given the option of a quiet chat-free appointment. This can offer a relaxing experience, which can aid in mental health, reduce over-stimulation, and cater to neurodivergent individuals or those who suffer from social anxiety.
At ROAR, each appointment is approached individually, with the salon experience adapted to suit the guest. We welcome guests with a wide range of cultural, religious and personal requirements, including those who wear hijab or require additional privacy. Guests can discuss private space requests with us in advance.
Respecting Pronouns
From day one, we implemented gender-neutral pricing, as it was important to us that our prices were fair and equal to everyone, regardless of how an individual identifies.
It should be about skill and creativity, not outdated assumptions about gender. This approach ensures pricing is based on technique, time and complexity, reinforcing fairness in an industry where gender-based costs have long been the norm.
Promoting gender-neutral pricing requires a restructuring of current service menus and then communicating a new, inclusive and transparent philosophy. The focus should be on inclusive language and then ensuring that this is consistent across all marketing and social media channels.
Respecting pronouns is another essential part of how we connect with our guests, and it’s a small but powerful step toward making people feel truly seen. At ROAR, we have integrated a pronoun awareness booking system and undertaken staff training, ensuring every guest feels acknowledged from the moment they walk through the door.
Offer a Diverse Colour Menu
Having such a diverse colour menu is a fabulous and fun way to become more inclusive and offering an extensive range of vibrant colours provides guests with an opportunity to express their personalities through their hair.
Hair can be such a powerful tool for self-expression and celebrating who we are. When I am on stage as Ginger, I absolutely love that I can really push the boundaries and have a lot of fun with my image! Just as drag celebrates the unique personality of us as performers, the same approach can also be applied to the salon to create a hub of creativity and self-expression.
At ROAR, we love experimenting and pushing the boundaries of colour. I am so passionate about limitless creativity and encouraging the team to be experimental with bold, vivid shades and vibrant colour pallets. As a result, we have a fantastic team that is well-experienced in creating customised colour transformations and has created a space where self-expression is celebrated. At ROAR, we recognise that true self-expression happens only when people feel safe, comfortable and represented.