Maintaining a thriving beauty business despite sector changes
Botanical Beauty Rooms based at Churchill Square Business Centre in Kings Hill is proof that sticking to what you know and love can provide the basis for a strong business – even when others are following new trends. For founder Nikki Creelman, finding Capital Space’s flexible workspaces provided the perfect solution when Covid-19 changed the beauty industry.
Turning a Girl Guide project into a career
Nikki’s 35-year career in the beauty industry was almost accidental: “I had to do a project for my Bronze Duke of Edinburgh Award – my mum was an Avon lady, so I did a project on beauty. You had to make a scrapbook and a collage. One of the tutors had to mark the project and suggested I should go into beauty. I wasn’t sure on a career path, so I went to Broadstairs and did a course.”
That decision sparked a lifelong passion. “I love chatting to people. I like making them feel good. When a client has a facial, I get great satisfaction from pampering them.”
While many in the industry have moved into aesthetics, Nikki has stayed true to her roots: “Girls now are going into aesthetics, where there’s more money. I still like basic beauty and have a good following.”
Today, Botanical Beauty Rooms offers manicures, pedicures, waxing, facials and gel nails: “Women still want relaxing and organic beauty treatments.”
The name reflects Nikki’s ethos: “Many years ago I went on a Dermologica course, and all their products were linked to the word botanics. I’m not a spa, but I like the word botanical – and I needed to include beauty, and we had a room!”
Moving from being self-employed to growing a business
Nikki’s move from being a sole trader into growing a business also came about serendipitously: “Back in 1997, I worked for myself within a hair salon renting a room in Maidstone. However, after seven years I thought I had to find my own business space and be in charge of my own destiny.
“Fortunately, it coincided with the salon closing. I found my own premises in Gabriel’s Hill, Maidstone. I was there for 28 years. I loved it and I expanded and had two leases. I had quite a big salon right up until Covid. I had seven staff.”
Finding a workspace to suit a post-Covid business 
“Covid changed everything and has had a massive impact on this industry. My leases were coming to an end and staff were changing career paths. I just thought I had to make some changes and I didn’t have the buzz of wanting to re-employ people.”
A friend suggested Nikki look at Churchill Square Business Centre in King’s Hill: “I came up here and I loved it. It was perfect – everything is included: heating, electricity, Wi-Fi, and parking, which is a massive bonus for my customers. Some of them were paying £5 or £9 a day in Maidstone. I’m not sure my clientele in Maidstone would have come otherwise.
“I looked at three rooms here and they went quickly. So, then I was on it and saw this one. It’s a perfect set-up. I moved here in January 2025. It’s really good, I love it.”
Surviving the costs-of-living crisis
Hot on the heels of the Covid pandemic has been the cost-of-loving crisis, which has also presented challenges for non-essential service: “I have had a couple of ladies who have cancelled for that reason. But it doesn’t worry me because I am quite busy. I came here planning to do four days a week, but I have ended up doing a lot of five days, so for me, there is still demand. I’ve had a few new local clients but where I have been so busy, I have not always been able to fit everybody in.”
Nikki has used social media to help attract new clients: “I do videos, little dances, nails, products – anything I can think of, what I’ve done with my day. People like to know a little of your private life so I might take a picture if I’m out at the weekend. People wonder what you’re up to out of work. I am on Instagram, Facebook and TikTok. I do get a lot of views.”
Tips for other business owners and would-be entrepreneurs
Nikki shares that becoming an entrepreneur is not for the faint-hearted: “It’s a big commitment. You have to be prepared to put in the hours. I have done six-day weeks and worked until eight o’clock at night when I was in my 30s. Your heart has got to be in it. Financially, there’s good and bad years.”
“During Covid lockdown, I thought this is it – the end of running my business. But the hardest thing about running a business is it can be very wearing because of the energy you need to keep going.”
Approaching a big milestone
Now, Nikki is enjoying a more streamlined business: “I lost the enthusiasm of running a business with the commitment of all the overheads and staff – it was the right time for a change. But having pared back the business, I am enjoying it more.”
It’s surprising to learn that Nikki is approaching 60 – she certainly doesn’t look her age! – but that may be because she is a prime example of practising what she preaches: “I don’t use Botox. I have not had a facelift. I have looked after my skin with sun factor, a hat and I moisturise a lot.”
But approaching this milestone birthday doesn’t mean she has any plans to pack away her files and lotions once and for all: “I love what I do and plan to do it for a few more years – and I’m having a party at Kings Hill Golf Club to celebrate!”
