There is a lot that goes on behind the closed doors of health and wellness influencers, bloggers and professionals, so we decided to lift the veil and see what goes on behind the content of some of our favourite influencers. This time it is Lindsay Ryan, founder of a health and wellness journal who lets us in. Read more from our influencers here.
Lindsay Ryan has over 19 years of experience in the beauty and spa industry. She has worked for many coveted skincare brands, allowing Lindsay to experience a variety of roles and opportunities within her career. Studying at the London College of Fashion, she began her career as a beauty therapist, later becoming a Spa and Account Manager for Clarins and Elemis within some of London’s prestigious West End department stores. Education has always been at the forefront of Lindsay’s passion and became a Skincare and Treatment Trainer for Elemis and later got headhunted for the position of Skin and Spa National Educator for Aveda. Lindsay took a career break to begin a family. However, still dedicated to investing in her personal development started studying for her Post Graduate Diploma in Education and Training, qualifying in 2018.
Now pursuing her way through social media, creating a platform through her Beauty Journal, online website and Instagram page to help inspire, educate and encourage those who want to learn about the ever-evolving world of beauty.
If you could share with us who you are and what’s your mission, what would you say?
Hello! My name is Lindsay and I have worked in the skin and spa industry for the last 19 years.
I have worked for various beauty brands and was able to experience different career opportunities, from being a Beauty Therapist to Spa and Account Manager. I progressed to Skin, Spa and Wellness Educator, training salons in the UK and overseas. I then decided to retrain after starting my family and completed my Post Graduate Diploma in Training and Education, to most recently deciding to launch my beauty journal and Instagram page as a creative outlet.
My mission is to inspire, educate and create a motivational space for others who want to learn and explore areas of the beauty and wellness industry.
Would you consider yourself more of a blogger or an Instagrammer?
Whilst completing my Post Graduate Diploma in Training and Education, I rediscovered how much I enjoyed researching and writing. When I began my Instagram page in February, I realised that I wanted to develop another creative outlet to support my passion of the skincare and wellness industry.
This formed the concept of my beauty journal, allowing those who followed me access to a variety of informative topics based on beauty, skincare and wellness that would help inspire, educate and encourage learning. Therefore, I see myself as an educator through both avenues of social media. Foremost, I want my posts on Instagram to sustain an educational thread that can be expanded and explored in detail through my blog.
How do you choose the content that goes into your accounts?
All my content is based on the knowledge and experience that I have acquired through my 19 years in the industry, enabling me to write about these topics with confidence. The content is largely influenced by what I have been taught in the past and what continues to drive my passion, influencing my philosophy about how to achieve balance for the mind and body as well as supporting a healthy skin approach by implementing a wide variety of methods targeting all things beauty and wellness related.
Currently, I focus on specific categories, for example, I will create weekly posts concentrating on a Wellness Focus, Skincare Focus (ingredients, treatments, beauty tools) and most recently an Anatomy and Physiology Focus – a back to basics guide to skin, delving into the fundamentals of how the skin works.
I then have visual posts that contain imagery captured by myself, that showcase favourite or current products that I may be experiencing in my own routines. Sharing first impressions, beneficial ingredients and ideas of how to create a personalised skincare ritual at home.
What is the process behind each post you produce?
I have a book where I collate all my ideas that I would like to eventually write blog posts on. I gather the information I need through research, contacting people directly to pose questions or ask for their personal views or insights to help support my feature and the writing process really begins from there!
I like to vary the content of both my Instagram posts and blogs between health, wellness and beauty. I like to share personal experiences where possible too. I take all my own pictures using my iPhone and edit them to keep them in keeping with my theme. I then choose the ones to use on both social media handles.
I always support my written feature with an Instagram post to drive engagement to my beauty journal link (here’s what to check before and after you post!)
What has been a career highlight so far?
With regards to a current highlight whilst focusing on my beauty journal and Instagram page, it would have to be the connections you can create with people, for me, in particular, it has brought me closer to the beauty brands that most inspires me.
I was so thankful for the opportunity to have a telephone conversation with Colette Hayden who is responsible for formulating Lixirskin. She is such a warm person and I really admire her extensive knowledge when it comes to treating the skin. To be able to personally direct questions and have such educational responses and positive feedback on my own journey inspires me to want to share the knowledge that I acquire with others.
I’ve also met in person the creators of By Sarah London, whose skincare was formulated through the diagnosis of Sarah’s sister Lauren, who had Leukemia. Everyone I have met through social media shares such inspirational and sometimes hard journeys to be where they are today, and I feel it is a privilege to support these smaller brands and bring awareness to their achievements.
Can you share a story about the biggest mistake you made when you were first starting? Can you tell us what lesson you learned from that?
The most challenging thing was understanding how to begin this journey and grasping how social media works. How do I get the best out of it? How do I create high-quality images? How do I create a blog/journal that inspires others? How can I increase my engagement with like-minded individuals?
So many questions I am still discovering the answers to. So I believe that the lesson is…..
…..learning never ends! I want this journey to be a rewarding one. Knowing that what I am writing may make a difference to those who read my posts and blog, whether big or small is very rewarding.
Not so much a mistake but a learning curve was finding the right blog application to launch my beauty journal. I remember the first site I joined up to, was not easy to navigate and it took the enjoyment out of writing and publishing posts. So I took my time and researched other sites until I found one I could use that fulfilled my requirements to design a blog that would match my content.
When it comes to health and wellness, how is the content you are creating helping to make a bigger impact in the world?
I hope the posts that feature on my Instagram and beauty journal will encourage an understanding on multiple levels. I want to create awareness around so many issues that surround beauty, health and wellness:
- It could be simply educating someone on how to look after their skin, bringing awareness regarding their personal skin type and concern, which can then lead to the encouragement of self-care.
- Bringing awareness to single-use plastic in the beauty industry and how to reduce, reuse and recycle.
- Shining a light on companies that want to make a difference in the world regarding sustainability and showcasing them to an audience they may have yet to reach.
Regarding wellness, it’s important to raise the awareness of mental health, looking at ways to support and promote wellbeing. This could be through positive daily affirmations that feature in my stories on Instagram to expanding people’s knowledge on ways to encourage well being through breathing exercises, aromatherapy oils, massage, exercise and meditation practices.
What is the biggest misconception about social media? What was the practice that has helped you with your strategy?
When I first began I felt a pressure to post everyday. I realised that I didn’t want to experience the feeling of having a deadline to post daily, especially as it took the ‘fun’ out of the key reason I was doing it – to provide a creative outlet. It’s presumed that if you are posting all the time this will lead to an increase in your engagement, while this may be true, I believe it’s quality over quantity when choosing what and when you post.
My strategy evolved, I would post consistently (this does not mean every day) and focus on engaging content that would spark an interest with new and existing followers.
My goal is to create a space that would inspire and educate, so I monitored the amount of engagement on a variety of posts to help me decide what resonated the most with my followers. I was then able to decide moving forward, what I would focus on.
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?
Having supportive friends and family who understand your passion and drive really make all the difference. My mum has always been my biggest supporter. From the age of 16 when I decided to take my path into the world of beauty. She would encourage and nurture my growth through each stage of my career and would always tell me how proud she was and to always aim high! She has such wise words of wisdom that would inspire me to want to be the best I can be! She is my idol.
My husband has also been so supportive allowing me to follow my ambitions to retrain as a teacher. Juggling motherhood with studying was never going to be easy, but his continued encouragement allowed me to fulfil my dream.
What do you think is the most important thing about working on collaborations with other influencers and brands?
I think the most important thing is honesty, integrity and transparency. Ensuring that the influencers and brands you collaborate with are the ones that you truly believe in and would not hesitate to recommend to others.
I would encourage others to do research on the influencer and brand to ensure you make the right choice. I believe it is about sharing the same beliefs and philosophy that you portray through social media and being able to transpire that through journaling and posting.
Who is your ideal collaboration with?
I would love the opportunity to collaborate with other skin and facial specialists and write features on how to combine wellness, health and beauty into your lifestyle. I really admire professionals like Abigail James, Dr Anjali Mahto, Dr Sam Bunting, Michaella Bolder and Nichola Joss.
So any of these would be a dream collaboration. I would love to hear about their personal experiences within the industry and what motivates and inspires them and even pick up some skincare advice and techniques along the way!
What advice would you give to anyone wanting to start in the industry now?
I think it’s never too late to pursue your ambitions however big or small they may be.
Believe in yourself and envision yourself achieving your goals.
If you want to follow your dreams and start a blog or begin your career in the beauty and health industry then do it!
With regards to choosing your social media platform, acquire as much knowledge as possible, research the pros and cons of which one suits you. I believe that this is imperative to your success as well as your own determination to do well.
As I said I am still learning and feel my journey has only just begun.