In beauty salons, hair has always been the focus. But for board-certified trichologist Nicole Shemwell, the real work starts where most client conversations tend to stop.
Long before scalp care became part of the wider wellness dialogue in salons and spas, Shemwell, founder of Advanced Hair Care & Wellness Spa and Advanced Hair Care Academy, noticed a familiar pattern.
Clients were coming in with shedding, irritation, thinning hair, and inflammation, but the solutions they sought were surface level, with little clarity on what was causing the symptoms.
As scalp wellness continues to gain attention, Shemwell is now seeing a different kind of client walk through the door: one that comes in with more awareness of scalp health and more questions than before.
“Head spa services are evolving beyond trends and becoming part of preventative self-care and overall wellness routines,” she says. “The professionals who educate themselves now and position themselves as scalp wellness experts will lead the industry in the future.”
At Shemwell’s Jacksonville-based head spa, that change is noticeable right away in how appointments begin.
Consultations include deeper conversations and an up-close look at what the scalp is showing. “I help people understand the ‘why’ behind what they’re experiencing,” she says. “And I want them to feel seen, educated, and supported throughout the process.”
She’s also noticed a change in what clients really want from their appointment. “I realized clients weren’t just looking for relaxation,” she says. “They were looking for results, education, and an experience that made them feel taken care of in a different way.”
That realization changed how she incorporated scalp care into client care. Instead of treating it as a separate service, she made scalp health an integral part of the total experience.
“Once I started building scalp care into systems like memberships and elevated client experiences, I saw the true business potential,” she says. “Head spa services create recurring revenue opportunities while also increasing retention and trust.”
That same mindset carries into Advanced Hair Care Academy, where Shemwell trains stylists who are strong in traditional services but often haven’t been taught how to properly recognize or work with scalp conditions.
Many are confident behind the chair, but scalp health is still an area where formal education is limited.
Fresh off her appearance at the Be+Well | Beauty and Wellness Show New York (formerly the International Beauty Show), Shemwell is now heading to Be+Well Las Vegas, where she’ll lead two classes focused on practical application.
The sessions are designed to give stylists tools they can actually use, from focused consultations to building scalp treatments into everyday salon services.
“My goal is to continue educating both professionals and consumers,” she says, “so we can raise the standard of care within this industry.”
Nicole Shemwell is teaching “Luxury at the Shampoo Bowl: Turning Scalp Treatments into Scalable Income” and “The Missing Link to Healthier Hair, Happier Clients & Higher Tickets” at the Be+Well | Beauty and Wellness Show – Las Vegas (formerly International Beauty Show), taking place June 27–29. Registration is here; use promo code EDSALON20 for 20% off education.