If you want to get your hair styled by Casey Coleman you'll have to be patient – because you'll be waiting several months until you get the chance. The 36-year-old Cardiff hairdresser is so sought after that clients currently have to book six months in advance.
It's not just customers who want Casey to spruce up their locks – he regularly works on TV shows for BBC, Netflix, and Disney and travels the world educating other hair stylists. But Casey, who lives in Swansea and founded Cardiff's first gender-neutral salon, Chair Studio, humbly insists the long wait isn't necessarily due to popularity.
"I wouldn't say I'm popular or in demand – I would just say that I'm good at my job and I know how to market myself well online," he said. "And people warm towards other people who don't judge them by their race, by their gender, by their age – it's a judgement-free zone. That's probably why I think I have a large waiting list."
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Indeed he's so good at marketing his work on social media that he's just been named Social Stylist of the Year at HJ’s prestigious British Hairdressing Business Awards 2023. The award recognises a stylist that has translated social media success into commercial gain – and it's actually the third year Casey has won it, meaning he will now be inducted into HJ’s British Hairdressing Business Awards ‘Hall of Fame’.
The judging panel of the awards – which have been running for 24 years – singled out Casey’s impressive social media strategy and creative way of attracting new clients through his TikTok and Instagram channels while also being a great ambassador for the industry thanks to his imaginative and humorous content. A cursory glance at Casey's social media quickly reveals why clients flock from all over to get their hair cut and styled at his studio.
He shares videos of his appointments where he warmly chats with clients of all ages while transforming their look. In one clip he and a regular client called Tracy are in fits of laughter with one amused viewer commenting that the pair should have their own show.
In other clips he hops on hilarious social media trends, creating short skits and mouthing along to funny voiceovers. Unsurprisingly he loves every moment creating the content, which racks up thousands of views, likes, and comments and has seen him amass more than 100,000 followers on Instagram and more than 125,000 on Tiktok.
"Some days I might love colour, other days I might love cutting, and then other days I'm obsessed with social media," he said. "That's the beauty of being a hairdresser – there are so many elements to our jobs that we go through different phases throughout our career. And at the moment I'm enjoying the social media side and getting to showcase my wonderful clients online."
His videos may be funny but Casey's work is no joke. After he has worked his magic clients sport striking, ethereal 'dos in a variety of vibrant colours. One customer, who has travelled all the way from Portsmouth, leaves with a zingy green bob tinged with fiery orange.
Chair Studio used to be in Whitchurch Road but it has since downsized and moved to Heol Llanishen Fach in Rhiwbina and Casey is now the only hairdresser in the small space. He founded it in 2018 and says the reception has been "amazing" – especially among the LGBTQ+ community.
That's because rather than the traditional male and female pricing customers at the Chair studio pay based on the length of their hair meaning some who would normally pay more for a cut at a traditional salon are now paying less at Casey's. The studio has seen a large increase in trans and non-binary clients in particular. "People feel more comfortable enough to come to us and just say: 'We're non-binary, we go by they/them, and that is the pronouns that we use.'"
The waiting list for Chair studio may be long but Casey says appointments sometimes pop up in between. Asked how it felt to win Social Stylist of the Year for the third year in a row he said it was "absolutely incredible". "To be inducted into the hall of fame for this category was absolutely amazing. I feel like I'm now officially part of British hairdressing history and I'm truly honoured and I'm very lucky and privileged to be in the position that I'm in."
He's won 12 awards throughout his 16-year hairdressing career so far including for his gender-neutral salon, his creativity, and his social media. "I've won the It List Visionary award, I've won the Colourtastic Genius three years in a row also."
Jayne Lewis Orr, executive director of HJ’s British Hairdressing Business Awards, said: ‘This year’s entries prove once again that the British hairdressing industry is brimming with passion and a desire to push boundaries and inspire others. Our finalists each displayed creative flair and business acumen combined with a thirst for success and refusal to compromise on their ambitions. In winning this category Casey has demonstrated a powerful online presence which has led to a highly engaged audience, impressive opportunities, and a growing industry profile. I’m delighted to see Casey’s hard work and talent recognised at this level – it’s truly deserved."
