Diversity and inclusion are vital parts of every community, and your business's support for these efforts can make a difference. However, the path forward often seems unclear, especially for those in the beauty and wellness industry.
Auroraflow Massage in Durham, NC, has found its stride in creating a safe haven for clients. We have combined some of their best practices with our own research to provide actionable insights for salons and spas.
1. Sharing, asking, and respecting pronouns
Honoring a client's pronouns is a free way to show your support. Collect pronouns during online booking and keep them updated in your client's profile. This practice makes respecting a client's identity easier for all providers.
Sharing your own team's pronouns can also help normalize this habit, open the conversation, and show potential clients that your business is a safe space.
2. Display flags and mindful artwork
An affordable way to support inclusivity is through your business's decor.
If you get the chance to visit Auroraflow, you will see the space decorated with flags, inside and out. Pride flags, BLM flags, and other supportive displays will help let the community know your space is inclusive.
Additionally, each room in Auroraflow's building is painted with murals by individual artists. They use much of the remaining space on their walls to hold product and art sales, including those from LGBTQIA+ artists and vendors. Not only does this give back to the community, but it also provides a stunning and unique aesthetic, perfectly displaying the personality of the business.
3. Host community events
Help support an inclusive business by hosting events that support inclusive causes. For example, Auroraflow offers Pay What You Can events (up to twice every month). This makes wellness accessible for clients who may not otherwise afford them. Other popular events from the business's timeline include:
BIPOC, Femmes, and Thems networking
Winter coat drive
Queer health fair
Pride Parties
Drag shows
…and so much more.
4. Use your social media voice
Social media can help share your voice within the industry and your community. Consider using your social media platforms to elevate the voices of marginalized communities, share helpful information about related topics, and spread awareness about problems and solutions related to these often overlooked issues. You can find inspiration by following Auroraflow's Facebook, Instagram, and TikTok profiles.
5. Participate in and support local events
Pride Parades and other community events represent a huge portion of the beauty and wellness community, but they often lack business support. In addition to hosting your own events, you can attend others that are happening in your area. Applying to be a vendor, sponsor, or even just attending to support inclusivity events can have a positive impact on your community.
6. Accessible resources
Spreading awareness and support against common challenges marginalized individuals often face can help progress these causes. Auroraflow has resources, pamphlets, and information readily available throughout the business.
You can print these yourself, collect them from providers (like your local Planned Parenthood and community shelters), or invite nonprofit partners to use your business to share helpful information.
7. Collect important details during online booking
Mangomint's Service Customizations feature is best known for helping businesses offer add-ons and upgrades. However, this tool is also perfect for helping you create a more inclusive space. Auroraflow perfectly demonstrates this, offering booking options like:
First Floor (limited mobility)
En Español (with Spanish-speaking providers listed)
Masked Session
Quiet Session
Low-light sessions, mirrorless appointments, and low-touch sessions are also common Service Customizations for inclusivity.
8. Build inclusivity in your space
Not every small business has the funds to renovate its building. However, you can make small, affordable changes to your business now and design inclusivity into your future business plans.
For example, switching out the bathroom signs to gender-neutral restroom markers is an easy short-term project. Meanwhile, building a new ramp might take some time and money. In the meantime, you can optimize your ground-level space to accommodate a variety of services. As mentioned above, Auroraflow demonstrates how you can use your online booking to accommodate those with limited mobility in your lower-level space.
9. Gender-neutral pricing
Gendered pricing can further marginalize individuals of non-binary gender identities, isolating them from public spaces. Historically, these practices also include a "pink tax" — charging women more for the same outcomes as their male counterparts.
Traditionally, gender-neutral pricing systems struggled to capture the extra time and work required by certain appointments. But now, software features (like Mangomint's Service Customizations) offer a solution. This feature lets you include add-ons for various factors that might pertain to your appointment, each of which adjusts the price and duration accordingly.
For example, rather than "women's cut" vs. "men's cut," consider transitioning to gender-neutral pricing, like "long haircut" vs. "short cut." In this case, when a client selects "long haircut," the software can automatically create a longer appointment reflected in a higher price.
Watch our webinar on Service Customizations
You can sell more add-ons, increase your revenue, and better manage your schedule with Mangomint's Service Customizations.
10. Update your Google Business Profile Attributes
Google offers tags that you can add to your profile — helping clients find safe or accommodating spaces. These attributes are easy to update in the Google Maps app or through your online profile. Here is a quick how-to guide from Google. Important tags include:
Under "Accessibility"
Has wheelchair accessible entrance
Has an assistive hearing loop
Has wheelchair accessible parking lot
Has Auracast broadcast audio
Has wheelchair-accessible restroom
Has wheelchair-accessible seating
Under "Amenities"
Has gender-neutral restroom
Under "Crowd"
LGBTQ+ friendly
Transgender safe space
11. Train, educate, and support diversity in your staff
Diversity and inclusivity training can help give your staff the tools they need to thrive in your business. You can partner with local nonprofits or training organizations to hear directly from the voices in your community. If this is not accessible to your business, you can also find a training program online.
You should also strive to hire and equitably support a diverse staff, offering experience and representation for various races, cultures, sexual orientations, ethnicities, and religious backgrounds.
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There is no single way to promote inclusivity; this list is just a short preview of the creative solutions you can achieve. Mangomint is committed to improving our software to support businesses in their inclusivity efforts. You can launch a free trial or book a live demo to get started today.
Emily Holzer is a Content Marketing Manager at Mangomint. She has a master’s degree in English and a passion for helping salons, spas, and other local beauty businesses thrive. When she is not writing, you can find her playing chess or tending to her houseplants. Fun fact: Emily has donated 8 ponytails (so far) across 5 hair loss charities in the U.S.
