'Leo' McCallum, owner of ROAR Hair & Beauty, draws on his drag alter ego, 'Ginger Rogers,' to shape his salon's inclusive approach. He aims to replicate the open environment of drag performance in his 2017-established salon group.
ROAR implements flexible appointment strategies, offering low-sensory spaces and 'Silent Appointments' for guests needing a quieter experience. This caters to individuals with sensory conditions, neurodivergence, or social anxiety. The salon also accommodates specific privacy requests for guests wearing hijab or seeking discretion.
The business introduced gender-neutral pricing from its inception, basing costs on skill, time, and complexity rather than gender. This reflects a move away from industry norms of gendered pricing. Pronoun awareness is integrated into the booking system, supported by staff training, to ensure guests feel recognised.
ROAR also champions a diverse colour menu to encourage self-expression. This approach mirrors the creativity seen in drag performance, promoting bold shades and vibrant palettes. The salon fosters an environment where experimentation and individualised colour transformations are celebrated, ensuring clients feel safe, comfortable, and represented.
