TIME Consumer Awareness Campaign

BABTAC (British Association of Beauty Therapy & Cosmetology) launches T.I.M.E

An initiative to help consumers signpost their way to salon safety was launched at Parliament on January 26th 2023. 


What’s the issue?

Currently, lack of legislation in the UK beauty industry means there is nothing to stop someone with little or no training from establishing themselves as a seemingly professional therapist.

In 2019 BABTAC ran a consumer survey* to determine consumers’ understanding of the state of regulation and training standards of the beauty industry, for which the results were very concerning with only 38% of consumers aware that it isn’t regulated. After 2 years of heightened spotlight on the beauty industry during the pandemic.

Beauty Backed ran a further comparison survey**, revealing that 56% of consumers still believed the industry was regulated. These results are a stark reminder of how low consumer awareness remains about the lack of regulation and standardisation of qualifications and training.

A similar number of consumers from both surveys believed that their therapists held relevant qualifications (70%), although very tellingly over 90% would not feel comfortable asking to see their therapists’ qualifications, and 71% stated they didn’t know the difference between a regulated qualification and a non-regulated short course. Most notably, almost all consumers from both surveys believed that the industry should be regulated and that there should be a recognisable certification applied to fit for purpose training.

So how can consumers be sure that the training a therapist has received is fit for purpose?

BABTAC has launched its T.I.M.E initiative at the Houses of Parliament supported by several influential bodies and key figures across the industry, including the Beauty Backed Trust and ambassador founder Caroline Hirons, Millie Kendall OBE, founder and CEO of the British Beauty Council, skincare expert and founder of the Black Skin Directory, Dija Ayodele, and Skin Group International Founder Candice Glanville.

A regulatory checklist, T.I.M.E will provide the framework necessary to ensure that consumers are aware of what to be mindful of when booking a service with a beauty therapist.

  • TRAINING – What training and qualifications (including continual professional development (CPD) do you and all your staff have?)
  • INSURANCE – Are you insured & who by?
  • MONITORING – Do you carry out important pre and post appointment processes such as patch tests, consultations & aftercare
  • EVIDENCE – Can you provide certified proof of training and insurance and client testimonials?

To view the full panel discussion video from the launch of our T.I.M.E. Campaign at the Houses of Parliament on the 26th January 2023 please click here

Why is this important to me as a therapist and what can I do as a therapist to help promote this campaign?

The objectives of this campaign are twofold:

  • Firstly (as mentioned above) to give consumers the knowledge and tools to make smart decisions when choosing where they go for their treatments. We understand it is very difficult for consumers to be able to assess what a fit for purpose qualifcation actually looks like - given the current lack of regulation governing qualifcations and accreditations. As a self regulating body BABTAC have a list of pre-requisites for any of our own members, without which they are unable to get insurance with us. To access our regulations and requirements click here or to view examples of Regulated Certificates from different Awarding Organisations click here
  • Secondly to help shine a light on our highly skilled and ethical professionals, currently competing against cheaper and sometimes even illegal and unethical businesses. This is where you come in! Our BABTAC Members are all self regulated already. The pre-requisites in place that are required before you are able to get insurance with us ensure that you have the correct qualifications and skillset to practice your treatments. Not only should you be more than willing to share the information that this Campaign encourages consumers to ask for - you should display it proudly. To watch our CEO, Lesley and fellow BABTAC Board Member and Salon Expert Susan Routledge discussing how to best this initiative can support the growth our our ethical and professinoal salons please go to our Insta Live recording here

To download social assets to promote this campaign as a proudly qualified, verified and insured therapist please click on the links below

New social asset additions - Client Checklist Before & After


What our CEO and other panel members had to say: 

Lesley Blair MBE, Chair at BABTAC says, “We’re so pleased to be launching the TIME initiative, with the support of some key leaders in the beauty sector. Lack of regulation in our industry means that consumers are being exposed to potentially unsafe situations all too often, and so we’ve seen a wave of ‘botched’ beauty treatments in recent years as a result. This regulatory checklist aims to serve as a simple but effective reminder for consumers to help them choose evidence-based, fit for purpose services, whilst minimising any risk.”

Caroline Hirons, industry expert, and founder of Beauty Backed Trust says, “The TIME initiative is launching at such an important time for the beauty industry. After a difficult two years, we’ve seen hundreds of beauty professionals and businesses approach the Beauty Backed Trust for support with accessing training or help getting back on their feet. The purpose of Beauty Backed is to support beauty professionals, while protecting the industry we love so much. The TIME initiative will help to elevate this valuable industry, whilst empowering consumers to understand how to safely identify trained professionals when choosing their treatments.”

Millie Kendall OBE, founder and CEO of the British Beauty Council says, “It is worrying that such a high percentage of consumers are completely unaware that the beauty industry remains largely unregulated and also demonstrates the need for a widespread education. We’re pleased to be supporting BABTAC with the launch of the TIME initiative, which will help inform consumers on what they should be looking for when choosing a treatment, the questions they should be asking their therapist, and the potential implications that can arise when seeking services from unqualified individuals.”

Dija Ayodele, skincare expert and founder of the Black Skin Directory says, “I believe that the beauty industry has a long way to go before it can be deemed fully inclusive. There is a notable lack of clinical trials and evidence for the use of products and treatments on all skin types, and at the moment many training programmes do not account for diversity in clientele, so it’s more important than ever that consumers are being extra cautious when seeking out treatments. The TIME initiative gives people the tools to ask their therapist or salon the right questions to make an informed decision before booking in.”

Candice Glanville, founder and director of Skin Group International Ltd (SGI) says, “As the founder of a group of companies that provides regulated training of the highest calibre to the industry, I welcome awareness of courses that may not be considered fit for purpose that could be regarded as unsafe. TIME brings the topic of training to the forefront for beauty and aesthetic salons and clinics, and by promoting awareness for consumers (and industry professionals) we all hope to raise the bar across our sector to ensure that unregulated training courses become a thing of the past, ultimately ensuring consumer safety.  I am very passionate in giving my support to BABTAC as the official sponsor to launch this important initiative.”

To view the full panel discussion video from the launch of our T.I.M.E. Campaign at the Houses of Parliament on the 26th January 2023 please click here

  • *2000 respondents surveyed by BABTAC
  • ** undertaken by Beauty Backed of 1128 respondents in December 2021