Nailing It: Meet Holly Cretney from Salt Beauty

Success isn’t just about reaching the top; it’s about lifting others along the way and showing gratitude to those who helped you get there. At Level Up Club, we celebrate individuals who break barriers, redefine success, and inspire the next generation. Holly Cretney embodies all of this, and more!

Holly’s path to leadership (she’d hate us calling it that, but it is!), isn’t just about personal achievement but about creating opportunities for others. From overcoming challenges to championing change, her story is a testament to resilience, ambition, and the power of those around you. 

Join us as we explore how she turned obstacles into stepping stones and why her mission to empower others is shaping the future of beauty, and beyond! 

An Accidental Passion

I first got into beauty as a teenager, painting nails with my best friend and stashing cheap products in a drawer. I’d spend hours watching nail art tutorials on YouTube, experimenting on myself, and painting friends’ nails just for fun. For my 16th birthday, I asked for a UV lamp and gel polishes, without realising it, that was the moment my career truly began.

Even then, I never considered beauty as a career. I was focused on my A-levels and had a place at Liverpool University to study Geography. But something didn’t feel right, so I deferred for a year. While my friends headed off to uni, I stayed on the island, working and practicing nails more seriously. It was then that I realised this wasn’t just a hobby, it could actually be my career!

Choosing to study Beauty at the Isle of Man College felt like a huge risk. My dad, in particular, was disappointed, there’s still a perception that beauty wasn’t as ‘intellectual’ as other career paths. But I knew I wanted to do something I truly enjoyed, and I couldn’t see past that. 

Once I started my course, I thrived. I studied all aspects of beauty, not just nails, and my hard work paid off when I was named Student of the Year. This gave me an extra boost of confidence and confirmed that I was on the right path.

Taking the Leap

While at college, I landed a job at a local salon. At first, I was an employee, but within a few months, I transitioned to self-employment. I was building a strong client base, training on the side, and developing confidence in my skills. At the time, I had no ambitions of running my own business, I just wanted to do my job and go home.

Then, 2020 happened. COVID lockdowns forced me to think about my future. I didn’t just want to be self-employed, I wanted something that was truly mine. The opportunity came when my father-in-law introduced me to a space above his business that I could rent. With support from my partner in branding and my dad (who by then understood my passion and talent) in decorating, I transformed an empty office into Salt Beauty. 

It was a surreal moment. What had started as a teenage hobby in my bedroom had become a business of my own.

Pressure, Imposter Syndrome, and the Power of Loyalty

Setting up Salt was both exhilarating and exhausting. For two months, I juggled my existing clients by day and spent nights working late, getting everything ready. I was running on stress, skipping meals, and by the time we opened, I had lost weight purely from the pressure.

I had hoped that maybe 50% of my clients would follow me, and I’m so thankful because closer to 90% did. That moment was the biggest confidence boost of my career. It reassured me that I wasn’t just running a salon; I had built genuine relationships with my clients.

That didn’t mean the journey was easy. Imposter syndrome was a constant battle. Growing up, I’d always considered myself a strong feminist, yet I felt insecure about how people perceived my career choice. Society often dismisses beauty professionals as less intelligent, and I internalised that for years. Even being called a ‘beautician’ used to bother me… I wanted to be recognised as a skilled therapist. 

Over time, I’ve come to own my expertise and be proud of my success, but the struggle to shake off stereotypes was just as challenging as running a business.

Building a Team and Letting Go

I initially planned for Salt to be a one-woman operation, but the space allowed room for growth. Hiring my first team member, who is also a great friend, was a big adjustment. Balancing friendships with being a boss was a learning curve, but we made it work. 

Today, Salt is home to five incredible women, all self-employed but part of a close-knit team that supports each other.

One of my biggest challenges was stepping back when I had my daughter, Imogen. Salt was my first baby, and the thought of handing over control terrified me. But my team was incredible, allowing me to enjoy my maternity leave without stress. 

That experience reinforced just how important it is to build a business that can function without you 24/7.

Beyond Beauty: The Heart of the Job (note: triggering but very important content in this paragraph)

What I love most about my job isn’t the beauty treatments, it’s the people. Over the years, my clients have become part of my life. I see them every few weeks, sometimes for years on end, and we share everything.

When I was struggling with fertility issues and experiencing multiple miscarriages, my clients, mostly women, became an unexpected support network. Many had been through similar journeys and offered comfort and understanding. 

The salon became more than just a workplace; it was a community.

I also love the creative side of my job—when clients trust me enough to say, “Do whatever you think,” and let me experiment.

And, of course, having a team of friends to work with every day makes it all the more special.

Advice for Women Starting Out

Looking back, my biggest piece of advice would be: stop doubting yourself. I spent years holding back, afraid to say my ideas out loud, thinking they were too ambitious. But once I started voicing them, I realised people were supportive and willing to help make them happen. 

Confidence is key—if you believe in your vision, others will too.

For those entering the beauty industry, invest in proper training. Quality education builds confidence and sets you apart. Fully accredited courses are worth it, even if you don’t specialise in every area you study. They give you a solid foundation to grow from.

If you’re starting a business, surround yourself with supportive people. I was fortunate to have family members with strong business acumen who guided me. Don’t be afraid to ask for help, having a support system can make all the difference when taking the leap into entrepreneurship.

Finally, plan for the future. I always knew I wanted to be a mum, but I also wanted my business to be structured in a way that allowed me to take time off when the moment came. That foresight enabled me to enjoy my maternity leave without financial stress. If you have long-term goals, build your business in a way that supports them.

What’s Next for Salt?

I feel incredibly proud of what we’ve achieved at Salt, but I know there’s more to come. There’s also the potential to take on more staff, especially younger women still in training. I remember what it was like needing a break into the industry, and I want to create opportunities for others to gain experience and confidence.

On a personal level, I’d love to expand my family when the time is right. Being a mother has been the most fulfilling experience, and I want to set an example for my daughter… showing her that she can achieve anything she sets her mind to.

A Final Moment of Reflection (note: triggering but very important content in this paragraph)

One of the hardest times in our family was the passing of my partner’s cousin, Lucas ‘Looky’ Martin, from meningitis at just 21 years old. This happened just months after my miscarriages, and I was newly pregnant with Imogen. The grief, anxiety, and uncertainty were overwhelming. Somehow, through it all, we kept going, and Salt continued to thrive.

Those experiences shaped me. They reminded me of the importance of resilience, the power of a strong support network, and the value of doing work that truly matters to you. Salt isn’t just a business, it’s a reflection of everything I’ve been through, everything I’ve built, and everything I still hope to achieve.

I’m beyond grateful for where we are today. And I can’t wait to see where we go next.

Holly is a true inspiration, blending passion, resilience, and leadership to create Salt Beauty. From humble beginnings experimenting with nail art to building a thriving business, she’s not only achieved personal success but has empowered others along the way. 

Holly’s story highlights the power of confidence, the importance of support networks, her mission to uplift women and how it can inspire and shape futures.