Samantha Cusick : Turning likes into loyalty

What does it take to turn social media visibility into a brand people recognise? Samantha Cusick's story shows how.

Her path was far from traditional. After working freelance, in independent salons and even in clients' homes, she saw social media change everything. A few balayage photos posted online brought so many bookings that she hit breaking point and nearly walked away from hairdressing. Instead, it confirmed how much she loved this profession and pushed her to do things her own way. Working closely with Redken, she runs three London salons (with a fourth on the way), a creative co-working space for hair professionals and a growing community of followers, all built with no shortcuts, only creativity, drive and a clear vision.

In this new episode of Cutting Edge The Podcast, Samantha opens up about being a woman entrepreneur and multi-salon owner, how social media built her clientele and how AI makes the salon experience easier. She shares how her team culture, built on five core values that she calls "VIBES" (vitality, integrity, being yourself, empowerment and solidarity), guides every team decision.

Tune in for an authentic, warm and motivating conversation with a unique hairdresser who is revolutionising the industry.

A podcast series produced by L'Oréal Professional Products.