My Wild Beauty Journey : How Sarah Turned Setbacks Into Strength

You girls know we love sharing the real stories behind women building, growing, and thriving in their own way. This week, we’re introducing Sarah Anderson, a woman who turned challenges into fuel, built a career from scratch, and has now created her very own salon space. Here’s Sarah’s journey, in her own words…

I had my son at the age of 20, and that was the moment I knew I needed to start a career. With not-so-great GCSEs and (I’ll admit it) a serious love for fake tan, yes, the orange early-2000s one, I enrolled at college to study Beauty. I’d never even had a treatment myself, not even brows, but I had this idea of setting up a mobile spray tanning business.

It turned out to be a lot harder than I anticipated, but I loved it. Anatomy and physiology, especially the skin, fascinated me. It wasn’t easy with a one-year-old at home, but I was determined to make a future for myself and my son.

Building clients, relationships, and a reputation has never been straightforward. You’ve got to perform good treatments and keep learning. Over the years I’ve worked alongside doctors, nurses, dentists, and some incredible therapists, I’ve always tried to soak up as much knowledge as I can because you can never know enough in this industry. I also pushed myself further, studying while working to complete my Level 3 Award in Education and Teaching, so I could teach beauty later if I chose to.

Then in January 2021, everything changed. I was told to leave a salon I had worked at for six years. Overnight, I lost 60% of my clients because I was told I wasn’t allowed to contact them, I was accused of breaking the law. I was devastated. With nowhere to work and just a handful of loyal clients who had my personal number, I was left picking up the pieces.

It pushed me to fight. I went to MIRS and battled a tribunal for false self-employment, something that sadly happens all too often in the hair and beauty world. I worked 12-hour days, half in an office and half in beauty, just to pay the bills and keep going, while holding onto my vision of one day opening my own salon.

In 2023, I won. The tribunal ruled in my favour, recognising me as an employee, and now my case can be used as a study to help others in the same position. It was a huge risk for me and my reputation, but I wanted to make sure no one else got treated like that.

And finally, in January 2024, at the age of 38, 18 years after starting out in beauty, I opened my very own salon: Aalid Feie (Wild Beauty). I wanted to create something a little different to other salons. A calm, vibey, inviting space where clients and staff feel comfortable and happy. It hasn’t all been smooth sailing, but I’m proud of what I’ve built so far.

The best part of my job? My clients. I love hearing about their ups, downs, and everything in between. They become friends, and that makes work feel like bliss. Helping people look their best so they can feel their best, that’s what keeps me motivated.

If I could share a little advice, it would be this:

• Journal, set goals, and don’t let anyone bring you down.

• Focus on the positives and when you wobble, re-read your business plan.

• Remember how far you’ve come.

  
  

Looking ahead, I want to grow my team, build a business where we all support and encourage each other, and train in higher-level beauty treatments.

And one last thing: women need to start praising each other instead of tearing each other down. We should be lifting each other up, always. 

Sarah’s journey shows what’s possible when you mix resilience with passion. We especially love the name of her salon, Aalid Feie (Wild Beauty), it feels like the perfect reflection of her story: authentic, bold, and unapologetically her. What stands out most, though, is the way Sarah talks about her clients. It’s not just about treatments; it’s about connection, trust, and creating a space where women feel seen, cared for, and beautiful in their own skin. That kind of authenticity is what makes her business so special, and why we’re so proud to share her story.