Sarah Durrant was announced as the winner of Professional Beauty London's Pitch for the Future competition, winning £5,000 to launch her business idea Serene on Scene.
The Pitch for the Future competition offered inspired entrepreneurs the chance to win a £5,000 cash prize to fund their new business idea, plus some exclusive discounts thanks to competition sponsors Dermapenworld, Environ, iiaa, Neurotris, PURE Spa Skincare, and Vagaro, all of whom were exhibiting at the Professional Beauty London 2025 show.
The competition invited beauty professionals to submit a new business idea, whether it be a concept for a brand new business or a way to improve their existing one.
The finalists were then invited to present their ideas on stage at Professional Beauty London on Monday, March 3, on the PB Live Lounge stage.
Sarah Durrant was annonced as the winner, with her idea, Serene on Scene, impressing the judges.
Serene on Scene is concept for providing wellness therapies on film and TV sets by creating a space where cast and crew can reset, recharge, and return to work feeling revitalised and calmer.
With over 20 years' experience in both the beauty and film industries, Durrant has witnessed first-hand the transformation on-set wellness can create and said Serene on Scene will ensure productions retain a motivated, high performing crew.
The judges had a tough decision to make and scores were close, meaning a second place prize was awarded to Fiona Jackson for her idea RISE - Ready for Industry, Success & Excellence.
RISE is designed to bridge the gap between education and industry and involves a specialised course designed to equip newly qualified professionals with the skills, professionalism, and business awareness required to thrive in the beauty industry.
Pitch for the Future: the 6 finalists
- Sarah Durrant with Serene on Scene (WINNER)
- Fiona Jackson with RISE - Ready for Industry, Success & Excellence (SECOND PLACE)
- Sheree Powell with OriēnMir
- Aggie Singh with The Advanced Skin Consultation Lounge
- Louise Tilden with her online mentorship programme for salon owners and home-based professionals
- Donata Vilimaite with Lumiere
Information, Rules & Requirements:
- Entrants were asked to note down their business idea in less than 300 words. They could add pics, diagrams or photos if they wanted, this is totally optional
- Entrants must be a qualified professional (therapist, nail tech etc.) or someone who works in a salon, spa or freelance business
- Entries explained how they would start or develop a salon, spa or freelance business (not a brand or product)
- Entries were submitted by Monday 17 February. Finalists were announced on Mmonday 24 February
- Those chosen as finalists had to be available to explain their business idea on stage at Professional Beauty London on Monday 3 March 3-4pm
- Winners agree to have their business journey covered by Professional Beauty via our magazine, website and social media
- The £5000 prize money must be invested in the business. Proof will be required
- The winner will have the option of being mentored by Professional Beauty’s managing director or one of the participating sponsors
- Some sponsors are offering significant discounts off their products to the winner. It is the winner's choice as to whether these are taken. Any offer is at the sponsor's sole discretion
- The judging panel was selected members from Professional Beauty, the sponsors and industry experts. The judges' decision is final and no correspondence will be entered into regarding the decision
Thanks to our competition sponsors:
