Our WiAM podcasters discuss how we can champion women in the workplace

In our modern society, feminine energy is still seen as inferior, particularly in a competitive workplace. Aesthetics as an industry is evolving rapidly, with innovations and ideas being shared every day, so how can we be sure to empower and involve women as the field develops?

Owner of Kendrick PR, Julia Kendrick, uses her experience and business to help women become comfortable in their achievements, and fight imposter syndrome.

“Many of the women that we have worked with don’t champion themselves. It’s a sweeping generalisation, but women tend to be less comfortable in singing about their achievements,” she explains. “They’re terrified that it seems like arrogance. Part of my job is to help them articulate those things and start feeling more confident about owning their place, because they’ve earned it.”

Nurse and owner of Kast Aesthetics, Amy Bird, has noticed a discrepancy in the way women are represented on the big stages and in senior positions at aesthetics companies.

“I think there’s an absolute injustice. We did a bit of market research with an independent company; we were all female. We were a mixture of doctors, dentists, nurses, and everyone commented that there’s always males on the stages,” she explains. “So, for me, that’s a huge thing. I know a few people who have backed out from things, purely because of who’s headlining.”

Dr Mayoni Gooneratne is an expert in functional medicine and a believer in the power of women. She thinks that a change in this representation could see industry-wide improvement if people come together to fix it.

“Should we not speak to these companies as a profession? Not necessarily as a group of women or a group of men, just as a united force and say ‘Hey, we want to see more people that look like us on this stage. What about people who look like me?’”

Alex Bugg, digital marketing strategist from Web Marketing Clinic, helps individual aesthetics clinics to champion women at the beginning of the patient journey.

“From a marketing perspective, you can celebrate your women by profiling them on your website and social media, by giving them a name, talking about their experience, talking about their values, what they love about the industry. All of these things build a picture of your business and what is unique about your business.”

Kendrick also supports fellow female-led businesses by choosing to work with them and shares the importance of networking with each other.

“I think the power of women’s networking is a really untapped resource. It is a huge asset that we can use to champion each other, to grow our own businesses, and also lift up other female founders, female-owned businesses, and women in the industry.”