The Aesthetic Business Masters Awards are judged by people who know this industry from the inside. Not observers, but practitioners, founders, strategists, and educators who have built businesses, led teams, navigated regulation, and sat across the table from clinic owners working through the same challenges you are. This series introduces you to the people behind the scorecard, so you know exactly who’s reading your submission and what they’ll be looking for.
Meet: Estelle Carroll
Estelle Carroll didn’t choose the beauty industry. She was born into it. As the daughter of a hair and beauty salon owner, she grew up watching the reality of running a business in this space long before she started building her career in it.
With over 29 years of experience in the hair and beauty industry, Estelle is an award-winning hairdresser whose work has been featured in Marie Claire. She has 37 years of training in communications, performance, and human behaviour, including advanced NLP and Neuro-Transformative Therapy. In 2019, she channelled all of that experience into founding BOSS Coaching, where she now specialises in helping salon and clinic owners grow and scale businesses with teams.
She believes the most underrated skill in any clinic is communication, and not the marketing kind. The conversations happening among your team members, between your practitioners and their clients, and between you and your staff during performance reviews are shaping your business culture, whether you’re paying attention or not. She wants clinic owners to stop treating communication as a soft skill and start recognising it as the operating system their business runs on. When those conversations improve, everything else follows.
Her background gives her an unusual edge. Estelle is trained in acting, singing, and performance, which sharpens her understanding of how communication works beyond the words. She helps leaders understand how people think, decide, and respond, and how to communicate with confidence in the conversations that matter most: client consultations, team debriefs, performance reviews, and the high-stakes moments where most people default to avoidance or autopilot.
Estelle works with salon and clinic owners, leaders, and teams around the world through workshops, coaching, and speaking engagements. Her sessions are known for being engaging, relatable, and full of tools people can use the same day. She delivers with a powerful stage presence and a practical energy that makes complex behavioural concepts feel immediately actionable.
As a judge for the Aesthetic Business Masters Awards, Estelle Carroll brings a lens that most judges don’t: communication, leadership culture, and team dynamics. She understands that a clinic’s success depends not just on its treatments or marketing, but on how well its people communicate with clients, with each other, and under pressure. Entrants who demonstrate strong leadership communication and a team culture that supports growth will stand out in her assessment.
