Brian ‘Leo’ McCallum, founder of ROAR Hair & Beauty, opened his first salon in 2017. His creative work as drag performer ‘Ginger Rogers’ directly influenced his approach to building an inclusive business.
McCallum observed that drag shows naturally attract diverse audiences. He sought to replicate this welcoming atmosphere within his salons. This philosophy has guided ROAR's development into an inclusive space for all clients.
ROAR offers flexible appointments to accommodate individual needs. This includes low-sensory areas with dimmed lighting for guests with disabilities or sensory conditions. ‘Silent Appointments’, which are chat-free, cater to neurodivergent individuals or those with social anxiety.
The salon also adapts services for cultural, religious, or privacy requirements. This can involve providing private spaces for guests upon request. McCallum champions treating each client as an individual, moving away from a one-size-fits-all service model.
Gender-neutral pricing, implemented from ROAR’s inception, bases costs on skill, time, and complexity, not gender. This challenges industry norms and requires transparent menu restructuring and consistent inclusive language across marketing.
Pronoun awareness is integrated into the booking system. Staff training ensures clients feel recognised from their arrival. This small but significant step fosters a sense of belonging.
A diverse colour menu also promotes inclusivity and self-expression. McCallum sees hair colour as a powerful tool for personality, mirroring the artistic freedom found in drag performance. ROAR encourages experimental colour work, celebrating bold shades and vibrant palettes.
The business aims to be a hub for creativity, where clients feel safe, comfortable, and represented. This focus on self-expression, underpinned by inclusivity, defines ROAR’s operational ethos.
