My Business Life: Keara Howard, The Hair Doctor

Kear Howard, Wexford’s The Hair Doctor, shares her life and business lessons.

Having started her career at just 13 with a Saturday job shampooing in a salon, Keara went on to open her own salon Scissor Sisterz with her sister nearly 20 years ago. In 2015, she achieved her Master Colour Expert qualification with Wella, cementing her status as an expert in professional haircare.

But her journey didn’t stop there. After becoming a mother eight years ago, Keara decided to pursue accountancy alongside her salon work, later completing a Postgraduate Diploma in Accountancy and Sustainability.

It was during the Covid lockdowns that inspiration struck. “I finally had time to look into something I’d noticed for years – how hard water was damaging people’s hair and scalp,” she says. “That’s how The Hair Doctor was born in August 2022.”

Since launching, The Hair Doctor has grown by an impressive 25% year on year, now stocked in over 70 pharmacies and salons across Ireland. The brand has also won two HiStyle Hair and Beauty Awards for Best Hair Supplies and Best Salon Supplies, represented Wexford at the Local Enterprise Village at the National Ploughing Championships, and featured on Ireland AM.

Tell us about your background, what journey did you take to arrive at where you are?

I started working in hair salons when I was just 13 years old. I loved the buzz of the salon and seeing how hair could change how someone felt about themselves.

By the time I was 20, I had opened my own salon, and that’s where I really started to understand what clients were struggling with, especially when it came to hard water damage in their hair. That’s what pushed me to start The Hair Doctor to create real solutions that actually work for Irish water and hair types.

Why are you doing what you are doing? What need are you meeting? What’s your USP?

I started The Hair Doctor because I saw a real problem that wasn’t being talked about enough: hard water in Ireland. I could see how much damage it was doing to people’s hair every day in the salon. Hair was dull, dry, and hard to manage, and most people didn’t even know why. I wanted to fix that. My products are designed to protect and repair hair from hard water and everyday damage. The difference with The Hair Doctor is that we focus on solving the root cause, not just covering up the problem.

How did you fund and start the business and what are your growth plans?

I started The Hair Doctor with my own savings and built it up bit by bit. I didn’t have investors or big backing at the start, just belief in the idea and a lot of hard work. I began with one main product and focused on getting real results and feedback. Now we’re stocked in over 70 pharmacies and salons across Ireland, which I’m really proud of. My plan is to keep growing in Ireland and move into the UK next, while adding more products that protect hair from hard water and other everyday damage.

What are your key skills and qualities that set you apart?

I’m a master colourist with a strong background in accountancy, which gives me both creative and business skills. I understand the science of hair and colour, but I also know how to plan and manage a growing brand. I think that mix helps me make smart decisions and stay focused. I care deeply about results and always listen to what customers really need.

What (or whom) has helped you most along the way? Who was your greatest mentor/inspiration?

The people who helped me most were the salons and stockists who believed in me from the start.

Their support and feedback kept me going when things were tough. I also got great help from my Local Enterprise Office and the New Frontiers programme in Waterford, which taught me a lot about the business side of things. I’ve been inspired by other Irish women in business too seeing them build strong, successful brands gives me motivation to keep growing The Hair Doctor.

What was the greatest piece of business advice you ever received?

The best advice I ever got was to start small, learn fast, and listen to your customers. You don’t need everything perfect before you begin – you just need to start. Every bit of feedback helps you grow and improve. My late dad was a businessman, and he always said that word of mouth is the strongest form of advertising. He also taught me to always give back to the community and support charities when you can. Those lessons have stuck with me and are a big part of how I run The Hair Doctor.

What circumstances/qualities/events can mark the difference between success or failure in life or business?

I think the biggest difference is resilience. Things will always go wrong at times, but what matters is how you handle it. You have to keep going even when it feels hard. Being a good problem solver is also key, you have to think fast and find solutions instead of getting stuck on what went wrong. Believing in yourself, being honest, and staying kind go a long way too. I also think giving back and building good relationships can open doors you don’t expect. Success doesn’t happen overnight it’s built by small steps and learning from every mistake.

What was the most challenging aspect of either starting or growing the business?

The hardest part was getting people to understand how much hard water was affecting their hair. It’s something you can’t see, so most people didn’t realise it was causing so much damage. I had to do a lot of educating and explaining before people started to see the results for themselves. Growing the business while managing everything on my own at the start was also tough, but it taught me how strong and focused I can be when I believe in something.

How did you navigate your business through the pandemic and what lessons did you learn?

During the pandemic, I used the time to research and plan. I learned everything I could about hard water and the damage it was causing to hair in Ireland. That time gave me the space to really focus on developing The Hair Doctor brand properly.

I worked on product ideas, spoke with experts, and built the business step by step. It was launched in 2022, and I don’t think it would have happened the same way without that quiet time during lockdown. The lesson I learned was that sometimes a pause can turn into the best opportunity to build something new.

How has digital transformation been a factor in your scaling journey and do you believe Irish firms are utilising digital technologies sufficiently?

Digital has played a huge part in growing The Hair Doctor. Instagram has been the biggest platform for us so far. It helped me build the brand, connect with customers, and show real results from our products. I’m only starting to grow on TikTok now, but I can already see how powerful it can be for reaching new people. I think Irish businesses are improving with digital, but many still don’t use it to its full potential. When it’s done right, social media can completely change a business.

If you were to do it all over again, what would you do differently?

If I was to do it all again, I’d be more careful with where I spent my money at the start. I invested a lot into marketing that didn’t give me a return, and I also paid for a website that ended up crashing. It was a big learning curve, but it taught me to take my time, ask questions, and make sure I work with the right people. I’d also ask for help sooner instead of trying to do everything myself. Every mistake taught me something that’s helped me make better decisions for The Hair Doctor.

 Who inspires you in business today?

I’m really inspired by Aimee Connolly from Sculpted by Aimee. She’s built an incredible brand and stayed so genuine along the way. Another person who has inspired me a lot is Gail Doyle from Gail’s Rails. She took me under her wing and supported me with guidance and advice when I needed it most. Having people like that who believe in you makes a huge difference. I also get inspired by everyday business owners who keep showing up and working hard it reminds me that success takes time, but it’s worth it.

What advice/guidance do you give new hires and how do you nurture talent in your organisation?

I always tell new people to be creative, take initiative, and not be afraid to share their ideas. I like working with people who care about what they do and want to learn. I believe in giving people space to grow and make mistakes because that’s how we all learn. I also think it’s important to have fun and enjoy the work when the energy is good, everything else flows better

What business books do you read or would recommend?

I’m dyslexic, so I prefer listening to podcasts or watching interviews instead of reading books. I really enjoy Diary of a CEO with Steven Bartlett and How I Built This because they share real stories from business owners about how they started and what they learned. I like hearing honest experiences the ups and the downs, because that’s where the real lessons are

What technologies/tools do you use personally to keep you on track?

I like to keep things simple. I use Canva for creating content, Google Sheets to track sales and plan ideas, and my phone calendar to stay organised. I also use ChatGPT a lot, it’s been a great help for me as someone with dyslexia. It helps me with writing, planning, and putting my thoughts into clear words. I also check my social media insights to see what’s working and what people are engaging with. These tools make a big difference in keeping everything running smoothly.

What social media platforms do you prefer and why?

Instagram is my main platform and the one I enjoy the most. It’s where I’ve built my community and shared the story of The Hair Doctor from the start.

I love how visual it is it’s great for showing results, product videos, and real people using our products. I’m also starting to grow on TikTok now, which I think will be a big part of the next stage for the brand. It’s a fun way to reach new people and show more of the personality behind the business.

What are your thoughts on where technology overall is heading and how it will apply to business generally and your business particularly?

Technology is moving fast, and I think it’s going to keep changing how we all do business. It’s making things more personal, customers want real connections, not just ads. For The Hair Doctor, technology helps me reach people who are looking for answers about hard water and hair health. It also helps me learn more about what customers need and how to make better products. I think tools like AI and social media are only going to get stronger, and the businesses that adapt and stay real will be the ones that last.

Finally, if you had advice for your 21-year-old self – knowing what you know now – what would it be?

I’d tell my 21-year-old self to believe in yourself more and don’t be afraid to take risks. You don’t need to have everything figured out just start and learn

as you go. Stay away from negative people and surround yourself with positive ones who lift you up and believe in you. Make your decisions with confidence and never regret them. Everything happens for a reason, and every mistake teaches you something that helps you grow.

Top image background: Photo by Guilherme Petri on Unsplash

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