Scout speaks to Earth to Betty founder Madeline Frawley about the challenges and rewards of opening a vegan hair salon.
After working as a hairdresser for more than 11 years, Madeline Frawley began to notice the impact beauty products had on her own health, as well as the environment. So four months ago, through a long process of trial and error and self-education, she and her partner Eli started their own vegan salon in Ascot Vale.
“Over my career I’ve realised there was definitely a lack of vegan products in salons in the market,” says Frawley.
“I was suffering from really bad dermatitis, so it was either me having to stop hairdressing altogether, or I would open my own salon that was a lot more chemically reduced.”
Earth to Betty is a small retro salon with an environmental focus, using products that are 98 per cent plant-based, recyclable, biodegradable, ammonia-free and chemically reduced.
“We’ve found that many people weren’t aware that there were vegan [hair] products available,” Frawley says.
“They’ve walked in and have been really happy. We’ve made sure to try and eliminate as much as possible … I want to make sure that whatever I put on people, I would want for myself.”
The couple set up shop on Union Road so they could learn and work alongside like-minded businesses.
“We chose a street that already had the same values as us. On the corner you have the Urban Wellness Project and The Happy Apple next door has all organic and vegan products,” Frawley says.
“Customers are happy with the sustainable side of the business as well. We recycle everything, we are down to five per cent waste.”
But it hasn’t all been easy. Frawley says strictly vegan products can be hard to come by and require a lot of consideration and research from trusted sources.
“There’s a lot of people that will tell you it’s one thing, but you really need to research and make sure you’re 100 per cent with what you’re marketing. There’s milk proteins, animal testing on products, animal fats, all of those things that sometimes vegans aren’t even aware of,” she says.
“I know that we’ve got a lot to learn still, but every step that we take, we are trying to make it as clean as possible.”
For young business owners looking to carve a niche in the market, Frawley says it’s important to be hands on.
“We've gained a large part of our clientele by just going into local eco/vegan businesses and simply talking about our business.
“We've also been pretty active connecting with local vegan and environmental communities on Facebook and Instagram which has helped spread the word.”
Frawley says it's also important that niche businesses stay loyal to their brand.
“Your salon or business may not be for everybody. Keep true to your own style and beliefs and you will attract the clientele that are of the same mindset.”
Earth to Betty is located at 191 Union Rd, Ascot Vale. PH (03) 9375 3607
Photography: Ben Mulligan
Scout currently has a number of great opportunities available across the arts, design, media and marketing industries. Check them out below:
