Winners’ spotlight: Business Director of the Year (Salon Business) 2026 – Denise Bennett White

Our Beauty, Hair & Spa Awards 2026 winners series sees us chatting to our trophy recipients about their career and business, and what it takes to thrive in the industry.

Denise Bennett White, who owns Denises Beauty & Skin Clinic in New Ross, Co Wexford, won Business Director of the Year (Salon Business), sponsored by Eden Beauty Group, and she answers our questions.

Tell us about your career journey to date?
I started my career in 1994 as a beauty therapist with Bronwyn Conroy on Grafton St. At the time, I thought my future would be in holistic therapies, but our industry was evolving so quickly that I quickly fell in love with so much more, and eventually advanced skin treatments, technology, and continuous education. The more I learned, the more I wanted to learn.

At just 19, I opened my own salon with no more than a treatment bed, a lot of determination and a huge dream. From the very beginning, I had one simple goal – to keep moving forward. I always challenged myself to introduce something new every month, whether it was a treatment, a product, a skill or a better way of doing things. Looking back, I think that commitment to continuous improvement became the foundation of the business.

Over the years, the business has grown, changed and evolved. I’ve experienced expansion, opened two salons, consolidated back to one, grown teams, faced challenges, adapted to changing markets and continually reinvented the business. Every stage taught me something valuable.

The biggest turning point came when my mum became ill. Like so many business owners, I was spending most of my time working in the business rather than on it. Having to step back from the treatment room gave me a completely different perspective. It taught me how to lead instead of simply manage; how to build systems, empower my team and create a business that could thrive without depending solely on me. Looking back, that difficult period changed me as a leader, and ultimately transformed the business for the better.

Today, as we celebrate 30 years in business, Denises Beauty & Skin Clinic is stronger than ever. We’ve evolved from a traditional high-street salon into a destination clinic focused on results, luxury experiences and exceptional client care. While I’m still fortunate enough to spend time treating clients, my greatest passion now is leading the business, supporting my team and continually looking for ways to raise standards within our industry.

When I look back at that 19-year-old with a dream, I don’t think she’d believe where the journey has taken her, and I still feel like we’re only getting started.

What have been the highlights/moments you are most proud of?
There have been many highlights over the years, and I’m incredibly grateful for the recognition the business has received. Winning Chamber of Commerce Overall Business of the Year and, more recently, Business Director of the Year are moments I’ll always treasure because they reflect years of dedication, resilience and the incredible people I’ve been fortunate to work alongside.

But, if I’m honest, the achievements I’m most proud of aren’t the trophies. I’m proud that 30 years later, we’re still here. We’ve navigated recessions, a global pandemic, changing trends and countless challenges that come with running a small business, yet we’ve continued to evolve, grow and invest in the future. Reaching our 30th anniversary feels like one of my greatest achievements.

I’m also incredibly proud of the therapists who have come through our doors over the years. And, most importantly, I’m proud of the difference we’ve made to people’s lives. Whether it’s helping someone regain confidence in their skin, supporting them through difficult stages of life or simply giving them a place where they feel cared for, those moments mean far more than any award ever could.

What do you love most about the industry?
What I love most about this industry is that it’s constantly evolving. There is always something new to learn, whether it’s advances in skin science, technology, treatments or understanding a changing world of beauty and wellbeing. After more than 30 years, I’m still as passionate about learning as I was on day one.

But beyond the treatments and technology, it’s the people that make this industry so special. We have the privilege of making a real difference to someone’s confidence. I also love mentoring my team and watching them grow in confidence and skill. Seeing someone develop into an exceptional therapist and knowing you’ve played a small part in that journey is incredibly rewarding.

For me, this industry has never just been about beauty; it’s about wellbeing, confidence, education and building lasting relationships. Many of our clients have been with us for decades, and being trusted to look after them through different stages of their lives is a privilege I never take for granted.

Are there challenges in the industry and how can they be overcome?
One of the biggest challenges facing our industry today is attracting, training and retaining skilled professionals. As salon owners, we invest enormous amounts of time, money and passion into mentoring the next generation of therapists, but we need greater recognition and support for the role our industry plays in developing careers and creating employment.

I believe there also needs to be a better understanding at Government level of the value of the beauty and aesthetics industry. We don’t just provide treatments, we build confidence, support wellbeing, create jobs, develop highly skilled professionals and contribute significantly to local economies. Investing in education, apprenticeships  and training pathways is essential if we want the industry to continue thriving.

Another issue close to my heart is fairness across our sector. I’d love to see greater parity between the beauty and hair industries, particularly when it comes to Government recognition and VAT. We’re all part of the same professional services sector, and our businesses should be supported equally. The good news is that our industry is incredibly resilient. By continuing to invest in education, raising professional standards, working together through industry bodies, and encouraging more young people to see beauty therapy as a skilled and rewarding career, I believe we can build an even stronger future.

What traits do you think are most important in order to thrive in the industry?
I think resilience is one of the most important qualities for anyone wanting to thrive in this industry. Beauty is constantly evolving, and whether it’s changing trends, new technologies, economic challenges or shifts in the way we work, the ability to adapt is essential.

As business owners, we also have to recognise that the workplace has changed. The next generation has different expectations around work-life balance, flexibility, career progression and wellbeing. Rather than expecting people to work the way we did 20 or 30 years ago, we need to evolve our leadership, create supportive workplaces and build careers that allow talented therapists to flourish, while still maintaining high professional standards. Adapting isn’t about lowering expectations, it’s about leading differently.

Passion for people is equally important. Technical skills can be taught, but kindness, empathy and the ability to genuinely care for clients are what create lasting relationships.

A commitment to continuous learning is another essential trait. The therapists and business owners who succeed are those who stay curious, invest in education and embrace innovation rather than fear change.

Finally, integrity underpins everything. Always put the client’s best interests first, be honest in your recommendations and build trust through every interaction. Skills may attract clients initially, but trust is what keeps them coming back.

For me, thriving in this industry is about more than delivering excellent treatments. It’s about being willing to grow, embracing change, supporting your team and creating an environment where both clients and therapists can succeed. The businesses that continue to evolve will be the ones that are still thriving for many years to come.

Were you surprised to win a Beauty, Hair & Spa Award, and what does winning mean to you?
Absolutely! I was completely blown away. I genuinely didn’t expect my name to be called, so winning Business Director of the Year was a huge surprise and an incredibly emotional moment. This year is especially meaningful as we celebrate 30 years in business, so receiving this award feels like the perfect way to reflect on the journey so far. As a salon, we’ve been fortunate to receive recognition over the years, and those awards have always been a celebration of the amazing team around me. This award, however, felt very different. It recognised the leadership behind the business, the countless hours, difficult decisions, sleepless nights and the work that happens behind the scenes that most people never see.

Like many business owners, there have been times when I’ve questioned myself and wondered if I was doing enough or whether I was good enough. That’s why this award means so much. It was a reminder to stop for a moment and appreciate just how far we’ve come.

I’m incredibly proud of how the business has evolved. I’ve transitioned from being a full-time therapist to leading and growing a business, while still spending time in the treatment room with clients, which is something I never want to lose. Staying connected to the day-to-day reality of the clinic helps me lead with perspective and never forget why I started.

More than anything, this award represents resilience, growth and the commitment to never stand still. It belongs not only to me, but also to my incredible team, our loyal clients who have trusted us over the past three decades  and everyone who has supported the journey along the way. Winning Business Director of the Year 2026 is undoubtedly one of the proudest moments of my career, and it’s a milestone I’ll treasure for many years to come.

What advice would you give anyone who is thinking about entering next year’s Beauty, Hair & Spa Awards?
My advice would be simple – just go for it! For years, I talked myself out of entering this category because I didn’t think I was good enough. I think many salon owners are the same. We’re so busy looking after our teams, our clients and our businesses that we rarely stop to recognise what we’ve actually achieved. We often see ourselves as ‘just’ therapists or salon owners, rather than leaders who have built successful businesses. Don’t let self-doubt stop you from putting yourself forward. Sometimes other people can see your achievements more clearly than you can.

The Beauty Hair & Spa Awards are among the most respected and prestigious in our industry, and being recognised by your peers is incredibly special. Whether you’re shortlisted or fortunate enough to win, the process itself encourages you to reflect on your journey, celebrate your successes and appreciate just how much you’ve accomplished.

So don’t wait until you feel ‘ready’ or ‘good enough’ because you probably already are. Put yourself forward, celebrate your achievements and let your story be heard. You never know where it might lead.

Are you thinking about entering the Beauty, Hair & Spa Awards 2027? If so, you can register your interest here.