Our Beauty, Hair & Spa Awards 2026 winners series sees us chatting to our trophy recipients about their business, and what it takes to thrive in the industry.
Jessica Bowes from the South William Clinic won Therapist of the Year, sponsored by SQT Ireland, and she chats to us about her journey so far.
Tell us about your career journey to date?
I started out in the beauty industry over 20 years ago, and when I look back now, I don’t think I ever imagined my career would take me where it has. I started in traditional beauty, and over the years I naturally found myself becoming more and more drawn to skincare. I loved seeing what could actually be achieved for somebody when you really understood their skin, rather than just treating what you could see on the surface.
As the industry changed, I changed with it. I moved much more into advanced skincare, lasers and energy-based treatments, and I suppose that’s where I really found my place. I’ve always been someone who wants to know why something works, not just how to perform the treatment. I’m now a senior skin specialist at South William Clinic, working with some incredible technology and treatments, but I still think the most important part of what I do is the person sitting in front of me. I’ve built relationships with clients over many years and their trust means an enormous amount to me.
It’s funny because I’ve spent so much of my career just getting on with it – working, learning, raising my family and trying to be better at what I do – that I never really stopped to look back at the journey. Winning this award made me do that for the first time, and I think that’s when I realised how proud I actually am of where I’ve ended up.
What have been the highlights/moments you are most proud of?
There have been lots of little moments throughout my career that I’m proud of, but I think the biggest thing for me is the trust I’ve built with my clients over the years. Some people have been coming to me for years, and when somebody trusts you with their skin, especially when they’ve had bad experiences or they’re really self-conscious about something, I never take that lightly.
Career wise, the last couple of years have probably been the first time I’ve really allowed myself to acknowledge what I’ve achieved. Being recognised at the Image Business of Beauty Awards and then going on to win Therapist of the Year at the Beauty, Hair & Spa Awards was incredibly special. I’m not somebody who has spent my career chasing awards, so to have other people recognise the work I’ve quietly been doing for over 20 years was really emotional for me.
I’m also really proud of getting to mentor and support other therapists. I love passing on what I’ve learned, but also reminding younger therapists that being good at this job isn’t just about knowing every treatment or piece of technology. It’s how you make people feel, how honest you are with them and whether they trust you.
But if I’m being truthful, one of the things I’m most proud of is simply that I kept going. I started my career as a young mam when my daughter had just turned two, and there were times in my life when things definitely weren’t easy. I’ve raised my family alongside building my career, and I never stopped learning or wanting to become better at what I do. Looking back now, that’s my biggest accomplishment.
I’ve raised my family alongside building my career, and I never stopped learning or wanting to become better at what I do
What do you love most about the industry?
What I love most is that it never stands still. Even after more than 20 years in the industry, I’m still learning all the time. Treatments have changed so much from when I first started, and the technology and results we can achieve now are incredible. I genuinely still get excited learning about a new treatment or understanding skin on a deeper level.
But for me, it will always come back to people. Skin can have such an impact on how somebody feels about themselves, and there’s nothing better than seeing someone come back to you feeling more confident. Sometimes it’s not even a dramatic transformation, it can be somebody finally feeling comfortable without make-up or just feeling good when they look in the mirror.
I also love the relationships you build. You can have a client lying on your bed for an hour and they’ll tell you everything! Over the years you end up going through different stages of life with people, and I think that human side of our industry is really special. I still genuinely love what I do, and after this many years I think that says a lot – I don’t think I could have stayed in this industry for so long if I didn’t.
Are there challenges in the industry and how can they be overcome?
I think one of the biggest challenges in the industry at the moment is unrealistic expectations. Clients are seeing so much online and sometimes I think they can be led to believe that one treatment, or one course of treatments, is going to completely transform their skin, and that’s not always realistic.
I’m a huge believer in being honest with a client from the very beginning about what we can and can’t achieve. Sometimes getting the best result isn’t about doing six sessions of the same treatment. It might mean doing a course of one treatment and then moving onto something completely different that targets another concern. Skin can be complex, and there isn’t always one treatment that fixes everything.
I think we can overcome that through better education, both for ourselves as therapists and for our clients. For me, I’d much rather under-promise and have somebody delighted with their result than promise them something that I know may not be achievable.
What are the most important ingredients in order to thrive in the industry?
Staying educated is probably one of the biggest ones for me. This industry moves so quickly and technologies are constantly evolving, so staying educated can be a challenge in itself. But I always think, if we’re going to educate our clients and advise them properly, we need to be well educated ourselves.
I also think it’s about knowing when not to chase the latest and greatest thing. Sometimes the best thing you can do for somebody is go back to the OGs, strip everything back and simply repair their skin barrier. Having the knowledge and experience to recognise when that’s needed is really important.
And I think you have to remember that you’re not there just to be a salesperson. You’re there because somebody has come to you with something they want help with. For me, thriving in this industry is about continuing to learn, being honest and never losing sight of what that individual client actually needs.
For me, thriving in this industry is about continuing to learn, being honest and never losing sight of what that individual client actually needs
Were you surprised to win a Beauty, Hair & Spa Award, and what does winning mean to you?
Surprised is an understatement. And I know everybody probably says that, but I genuinely mean it. Even now when I’m asked about it, it catches my breath a little bit. My employer Brendan Molloy almost submitted the entry for me because I was doubting myself so much. I think we’re our own worst critics.
Then when I saw the final eight on the shortly, honestly, that alone was enough for me. The calibre of therapists and skin specialists in that category was incredible. These are seriously talented people, so just seeing my name up there amongst some of the best in the country was a massive moment for me.
And it definitely wasn’t an easy award to win. There was an interview with some questions that made you stop and think about yourself, your career and why you actually do what you do. You really had to stand behind your knowledge and your experience. So when when I won I think that made it mean even more.
I’ve been doing this for over 20 years, and I don’t think I ever really stopped and looked at what I’d achieved. This award forced me to stop for a minute and actually give myself a little bit of credit.
So what does winning mean to me? A lot. Probably more than I can put into words without getting emotional. I think for the first time in a very long career, I thought, maybe I am actually really good at what I do. And that was a lovely thing to finally allow myself to believe.
Over the next 12 months, I actually want to take a little step back to hopefully move 10 steps forward. I’ll still be in the treatment room on a part-time basis because I love treating and I don’t think I’ll ever fully step away from that, but I really feel like education and mentoring is where I’m being pulled towards now. I’ve learned so much over the years, through education obviously, but also just through experience, and I really want to start passing some of that knowledge on to the younger generation of therapists coming through.
For me, anyone can be shown how to switch on a machine, what buttons to press and what settings to use. I want to teach the why behind it. Why are we treating this particular person? Why are we choosing these settings? What is their skin actually telling us? And sometimes, do we need to forget the machine altogether for a minute and go right back to basics? I want to teach therapists how to look at the bigger picture and plan a proper journey for their client, rather than just looking at the treatment they’re doing that day. I really feel a calling now to help younger therapists become the best therapists they can be. If I can pass on even some of what I’ve learned along the way and help shape really knowledgeable, caring therapists coming into the industry, I think I’d get a huge amount of fulfilment from that.
What advice would you give anyone who is thinking about entering next year’s Beauty, Hair & Spa Awards?
My biggest piece of advice would be to just put yourself forward and believe that you deserve to be there. This isn’t an easy award to achieve, and I don’t say that to put anybody off applying – actually, the complete opposite. Even right up until that night, I looked at the people in my category and genuinely thought I didn’t stand a chance. But it just goes to show, you never know what the judges are going to see in you.
Be authentic. Be true to the therapist you are and what you actually believe in. If that means saying you don’t agree with a certain device, technology or way of doing something, don’t be afraid to say that. We’re the people standing in that treatment room. We’re the ones looking at the skin, making the decisions and ultimately standing over the results. If something goes wrong or a client isn’t happy, they don’t go knocking on anyone else’s door they come back to us. So stand behind your knowledge and your experience.
And believe in what you’ve built. I was just a girl from Tallaght who started out on a FÁS course 23 years ago with a new baby. I certainly didn’t think back then that one day I’d be standing on a stage accepting an award like this. I think for years I waited for myself to feel good enough before putting myself forward. But sometimes nobody is going to come along and put you on that pedestal. You have to put yourself there. Back yourself, push yourself and give yourself the opportunity. You might just surprise yourself.
Are you thinking about entering the Beauty, Hair & Spa Awards 2027? If so, you can register your interest here.
