How to Launch a Successful Salon Subscription Service: 5 Expert Tips from HOB Salons CEO Natasha Grossman
In an era where convenience, consistency, and loyalty drive consumer behavior, subscription services are quickly becoming a winning business strategy, especially in the beauty industry.
Whether you run an independent salon or a multi-location brand, launching a subscription offering can help secure steady revenue, deepen client relationships, and keep your chairs filled. Just ask Natasha Grossman, CEO of the award-winning HOB Salons group, who recently introduced the highly successful HOB Blow Dry Club across their 17 locations.
“We position the Blow Dry Club like having a personal stylist on-call,” Grossman shares. “That’s a huge value-add for busy professionals, parents, and style-savvy clients.”
Here, Grossman shares her top five tips for designing and launching a subscription model that works for your clients and your bottom line
1. Offer Subscription Tiers to Attract More Clients
Not all clients have the same needs—or budgets. That’s why Grossman recommends offering tiered subscription plans.
At HOB Salons, members can choose from Essential, Premium, or Ultimate options, starting from £150/month for unlimited smooth blow dries, with top-tier packages offering more styling flexibility (like curls or waves) and access to senior stylists.
“This allows us to appeal to a wider audience while giving clients real choice and control over their experience,” Grossman explains.
2. Add Perks to Boost Commitment
The key to long-term success? Incentivize loyalty. HOB’s Blow Dry Club requires a minimum three-month sign-up, but in return, clients receive exclusive in-salon discounts on retail products and ghd styling tools.
“Clients view the subscription as a smart investment in their haircare routine,” says Grossman. “It’s about adding perceived value that drives real retention.”
3. Sell the Convenience Factor
Subscription services thrive on one universal truth: people want to make their lives easier. When promoting your service, emphasize the time-saving, stress-free benefits.
“We position the Blow Dry Club like having a personal stylist on-call,” Grossman shares. “That’s a huge value-add for busy professionals, parents, and style-savvy clients.”
4. Use It as an Upselling Tool
Think beyond the blow dry. Subscription members are often your most engaged clients—and the most open to exploring additional services.
“We suggest add-ons like treatments, colour, or haircuts at a discounted rate for subscribers,” Grossman advises. “It’s a seamless way to cross-sell other parts of the business.”
5. Build a Community Around It
The best subscription models don’t just sell services—they sell a lifestyle. Grossman believes that creating a sense of exclusivity and community is essential to building long-term subscriber loyalty.
“Our Blow Dry Club is branded as a lifestyle upgrade,” she says. “You’re not just getting great hair—you’re joining a curated experience. We reinforce this with member-only events, insider perks, and digital touchpoints like newsletters and social media.”
The Takeaway
Launching a salon subscription service isn’t just about recurring revenue—it’s about reimagining client loyalty in a way that aligns with modern beauty habits. Whether you’re a boutique salon or part of a larger group, the right structure, incentives, and messaging can turn one-off clients into lifelong fans.
Want to see how it’s done?
Follow @hob_salons or visit www.hobsalons.com to learn more about their Blow Dry Club success.
