Tara Rose Kidd On Why Purpose Matters More Than Ever in Beauty

Today Tara Rose Kidd, Founder & Director of Tara Rose Salon shares with us her view on purpose today and why it matters more than ever in the beauty industry.

When I opened my first salon in the UAE, I knew how to cut and colour hair, but I didn’t know how to run a business. There was no formal training, no investor, and no structured plan - just a clear vision of the kind of space I wanted to create: somewhere women could walk in, exhale, feel cared for, and leave feeling better than when they arrived.

Over time, I realised the business was never just about hair. It was about people - the clients in the chair, the team behind it, and the sense of community that grows when people feel safe, seen, and valued. Coming from environments where you could easily feel like just a number, I knew I wanted to build something different: a place where the craft is respected and the impact of what we do is understood.

Building a business from nothing uncovers every version of you - the insecure, the exhausted, the ambitious, the resilient. That is why entrepreneurship is not for everyone. You cannot stay the same and expect your business to evolve; you have to keep growing alongside it.

For me, everything has always come back to three pillars: wellness, business continuity, and community. Those pillars guide how I lead, how I hire, and how I make decisions - especially in uncertain conditions.

That is particularly relevant in the current GCC climate. Consumers are becoming more selective, more value-driven, and more intentional about where they spend their time and money. Demand in beauty and wellness does not disappear, but expectations become higher. Clients are no longer looking for a purely transactional service - they want connection, trust, and an experience that feels worth leaving home for.

In moments of uncertainty, my approach has never been to react from fear, but to go back to structure. First, wellness and safety - are the clients and team supported? Then, business continuity - making clear, logical decisions to protect the longevity of the business, even when they are uncomfortable. And finally, community - staying visible, staying connected, and continuing to lead with care. People remember how you made them feel, especially in uncertain times.

I believe many businesses misunderstand this moment. It is not about waiting for things to return to normal - it is about adapting to how people are changing. The businesses that last are the ones that evolve quickly while staying rooted in their values.

In simple terms, building a business from nothing in the UAE, and navigating uncertainty in the GCC, always comes back to purpose. If the “why” is not clear, it becomes difficult to withstand pressure. But when the purpose is strong, and you are willing to keep evolving as a leader, the business has a real chance not just to survive, but to become stronger because of it.