With over 25 years at the helm of Aroushi Salon & Spa, Asha Murthy has witnessed Dubai’s beauty industry grow from its fledgling stages to the thriving stage it is at, presently. Bringing her background in grooming and customer service from the airline industry, she has created a beloved salon known for its exceptional standards, loyal client base, and commitment to beauty and wellness. Asha shares her insights, challenges, and the vision that has guided Aroushi Beauty Salon & Spato where it stands today.
Delna Mistry Anand: Asha, Aroushi Salon & Spa has been a part of Dubai’s beauty landscape for over 25 years. Can you share the story of how it all began?
Asha Murthy: In the late 1990s and early 2000s, the beauty industry was still in its infancy as Dubai embarked on its remarkable transformation into a luxury destination. My background in the airline industry, laid the foundation for my niche in the beauty business. Coupled with my eye for detail and expertise in makeup, I developed the ability to anticipate and deliver clients’ desired looks with precision. Aroushi Beauty Salon & Spa was launched 26 years ago, and we’ve been blessed with longevity in this very buoyant market.
What were the early challenges you faced in establishing the salon, and how did you overcome them?
During that time, beauty salons had limited availability of international products. Local options were scarce, and many of us relied on our travels or personal referrals to source products, resulting in a lack of standardization. This often meant experimenting with untested items, leading to inconsistency as replenishing supplies became a constant struggle.
Today, we benefit from stringent regulations enforced by Dubai authorities, ensuring both quality and consistency in the products we use.
Another pressing issue was staffing. Recruiting qualified personnel locally was nearly impossible due to the shortage of skilled workers. We had to navigate through agencies or reach out to contacts abroad, often without a clear understanding of their experience or capabilities.
Fortunately, my travels, international background from my time in grooming and training skills at Emirates allowed me to introduce a more professional approach, setting systems and standards, introducing the importance of grooming, communication; enhancing service quality and setting a new standard for excellence.
How has the beauty and wellness industry in Dubai evolved over the last two decades, and how has Aroushi Salon & Spa adapted to these changes?
The industry has transformed tremendously. In the beginning, family-owned salons with modest interiors and basic services were the norm. Now, Dubai is a luxury destination with premium beauty and wellness offerings, expanding into holistic approaches that go beyond vanity. Aroushi has evolved in tandem, enhancing our service menu, product quality, and training to ensure international standards. Technology has also played a role, with online bookings and social media allowing us to stay connected with our clients.
What trends have you seen come and go, and what current trends do you believe are here to stay?
Makeup trends have seen significant shifts over the years, largely influenced by the rise of social media and public platforms that foster awareness and experimentation. As consumers become more engaged with beauty trends, they’re eager to try new looks, leading to a vibrant, ever-evolving landscape.
While some trends have come and gone, several are here to stay. Fluffy eyebrows, for instance, have established themselves as a classic look, while long lashes continue to be a staple in many beauty routines. Gel polish has revolutionized nail care, offering long-lasting wear that appeals to those seeking durability and shine. Additionally, various massage techniques, such as Thai and Balinese, have gained lasting popularity for their therapeutic benefits and relaxing experiences.
Moreover, there’s a noticeable shift in focus from merely looking good to also feeling good. The rise of spa and wellness services, along with the use of organic products, reflects this trend. Consumers are increasingly prioritizing holistic well-being, seeking treatments that nourish both the body and mind. As a result, the integration of wellness into beauty routines is here to stay, marking a significant evolution in how we approach personal care.
As a leader with over 25 years of experience, what leadership principles guide you in running a successful salon?
I’ve always prioritized a deeply personal approach with both my team and clients. I view my team as family, fostering a collaborative and supportive environment. For my clients, I aim to connect personally to build loyalty and trust. An open-door policy is vital; there’s no definitive “closing time” for me. Additionally, possessing a “sixth sense” in understanding customer needs and anticipating their desires is vital. This intuitive approach allows me to create exceptional experiences that resonate with our clientele, ensuring they feel valued and understood. By fostering genuine connections and remaining adaptable to the evolving landscape, I have been able to sustain success in this dynamic industry.
What role does customer feedback play in shaping the services and experience at Aroushi Salon & Spa?
Customer feedback is invaluable—it’s a true reflection of our business. Listening to our clients helps us fine-tune our services and adapt to emerging preferences. This human element is irreplaceable, creating friendships and loyalty. By valuing constructive feedback, we not only improve our offerings but also foster a trusting environment where clients feel valued.
Do you have any future plans for further expansion or introducing new services to the salon?
We’re always exploring ways to expand our offerings and keep up with industry advancements. While I’m always excited to introduce new treatments, my focus remains on maintaining the high standards and quality that define Aroushi. Each addition is carefully considered to ensure it aligns with our commitment to excellence.
Looking back at your journey, what has been the most rewarding part of running Aroushi Salon?
The relationships I’ve built over the years are the most rewarding aspect. Seeing clients return year after year, watching my team grow, and building a reputation rooted in trust and quality—it’s all incredibly fulfilling. Creating a space where clients feel cared for, valued, and understood is at the heart of Aroushi Beauty Salon & Spa, and that’s something I’m immensely proud of.
