Quest for the body beautiful may reap reward in Croydon

CROYDON has been named Britain’s beauty capital, with more people working in the industry from the south London town than anywhere else in the country.

One in 32 people in Croydon was found to be employed in the beauty industry, according to research by Oxford Economics.

The figure is more than four times the national average of one in every 150.

More than 6,200 people in the area work in the industry, the study found. Among them there were 695 hairdressers, 580 beauticians and 95 salon owners, with another 720 employed by Superdrug in its headquarters or the retailer’s beauty chains.

By contrast, fewer than 3,100 people were found to be employed in the sector throughout the London borough of Westminster, covering Kensington and Chelsea, Mayfair and Soho.

The borough of Croydon, which is the birthplace of supermodel Kate Moss, has a 52 per cent non-white population compared with the national average of 18 per cent.

It also has lower than average educational attainment.

The research found that the beauty industry has an equal or greater presence in areas of deprivation and areas of wealth, and suggested the industry can be a driver of social mobility.

Millie Kendall, the chief executive of the British Beauty Council, which commissioned the research as part of its campaign, A Beauty Industry That Looks Like You, told The Times: “It doesn’t surprise me that somewhere like Croydon comes out top. The beauty industry is uniquely inclusive and all pervasive across the UK. “In fact, it often is more visible in areas of high unemployment and deprivation because it provides a service that enhances people’s lives and boosts their self-esteem. A lot of people might think beauty is a luxury but it is not.

“What places like Croydon show is that it is essential to everyone, no matter their background or social standing.”