HJ’s Business Director of the Year 2026, Samantha Cusick, sat down with current British Hairdresser of the Year 2025, Efi Davies for a joint interview with HJ
Efi: Have you felt pressure to fit a certain mould?
Samantha: Completely. I felt like I had to choose between being liked and respected. I’ve been told I’m “too much” and not enough in the same breath. It’s taught me that the mould doesn’t exist, so there’s no point trying to fit into it. My leadership is rooted in being myself. I’m direct when I need to be and I care about my team.
Efi: What are some tough decisions you’ve had to make?
Samantha: Letting go of things that no longer aligned. It’s uncomfortable to step away from something that feels “safe.” Another big one was building Stā Studios and backing the freelance model. At the time, it wasn’t the obvious route, but I believed in it. Those decisions have allowed me to build something that feels future-facing rather than just following what’s already been done.
Efi: Does the industry separate creatives and business leaders?
Samantha: Yes, and I think it holds people back. There’s this narrative that you’re either the creative or the business brain. For me, the way you build a brand, market yourself, create experiences, that’s all creative thinking. I’m very open about the numbers side of my business, but I talk about it in a way that feels accessible. Understanding your finances gives you more freedom.
Efi: What role has mentorship played in shaping the way you run your business?
Samantha: I didn’t have a traditional mentor. I had to figure a lot out for myself, which gave me resilience but also made me realise how valuable guidance is. Now I try to be that for others, whether that’s through my team, my platform or even just conversations. I’m very open with what I’ve learned, including the mistakes, because I think that’s where the real growth happens.
Efi: Was there a time when you felt like a leader?
Samantha: Opening my first salon was a shift, but building multiple spaces and teams really made me step into leadership properly. It stops being about what you can do with your own hands and becomes about what you can create for other people. That’s when it really clicked.
Efi: What legacy do you hope to leave?
Samantha: I want women to see that this industry can be whatever they want it to be. That you can be creative, commercial, visible, successful, and still do it your way. And importantly, that it’s not a boys’ club. There is space for women to lead, to build serious businesses and to be taken seriously while doing it.
Efi: What advice would you give a female stylist?
Samantha: Start small and stay curious. The business side can feel intimidating but it’s just a set of skills like anything else. The more you understand your numbers, the more control you have over your career. Don’t wait until you feel ready, because you never will. Back yourself early and figure it out as you go. That’s how most of us have done it!
