10 Questions with Duck & Dry Founder Yulia Rorstrom: Londons Luxury Hair Salon

Duck & Dry founder Yulia Rorstrom.

From corporate boardrooms to blow dry bars, Yulia Rorstrom has redefined what it means to visit a salon. As the founder of Duck & Dry, she spotted a gap in the beauty market for fast, fabulous hair in a chic, social setting—and turned that insight into one of the UK’s most recognisable beauty destinations.

Duck & Dry has luxury salons in the most affluent areas of London including Mayfair, Knightsbridge, Islington and a blow dry bar in Chelsea. Plus plans to expand from London to the Middle East this year.

In this exclusive ’10 Questions with’ interview, Yulia Rorstrom shares the inspiration behind the brand, the challenges she overcame without industry experience, and how Duck & Dry continues to thrive with innovation, community, and a serious dose of confidence.

1. What inspired you to launch Duck & Dry?

Coming from a corporate background, I was a consumer first. I noticed how limited the options were for fast, quality blow dries in a stylish setting so I set out to create the kind of space I wanted to visit myself. Good hair brings out your inner confidence and boldness, and I wanted to make that easily accessible.

2. How did you develop the brand’s unique identity?

It came from blending function with flair. I wanted Duck & Dry to be more than a salon; it’s an uplifting space that celebrates confidence, femininity, and the joy of good hair in a feel-good, design-led environment. The beauty industry is highly competitive.

3. What challenges did you face when launching Duck & Dry?

I had no background in hair or beauty, which was daunting. But that fresh perspective let me approach the industry differently focusing on customer needs, branding, and experience rather than just the service.

4. How has Duck & Dry evolved since its launch?

We’ve grown from a single location to a multi-salon brand with a signature product line. Collaborations, product development, and launching new locations have all been milestones that reflect our evolving vision.

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5. What’s next for the brand in terms of growth and innovation?

We’re continuing to scale thoughtfully – expanding our product offering, growing our franchise model, and bringing our concept to new markets while keeping our signature ethos intact. We’ll soon be launching in the Middle East!

6. How do you ensure Duck & Dry stays ahead of trends?

We listen to our customers and evolve with them. Trends come and go, but style, confidence, and a great experience never go out of fashion. So that’s what we stay true to.

7. How important is customer experience in your business model?

It’s everything. We’ve built Duck & Dry to feel like a destination, somewhere people come to feel confident, empowered, and uplifted, not just for a service. Social media allows us to speak directly to our community and share our brand personality. It’s where we celebrate our customers, share inspiration, and create conversations that extend beyond the salon. Sustainability is becoming increasingly important in beauty.

8. How is Duck & Dry incorporating eco-friendly practices into its services and product offerings?

We’re always looking to improve, from sustainable packaging to reducing waste in salons. It’s an ongoing journey, and we’re committed to making meaningful changes without compromising quality.

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9. What has been the most valuable lesson you’ve learned as an entrepreneur?

You don’t have to know everything at the start but you must be willing to learn, adapt, and stay resilient. It’s a marathon, not a sprint.

10. What advice would you give to aspiring entrepreneurs and the one piece of advice you would’ve given to yourself at the start of your journey?

Start with a clear vision and stay authentic to it. The industry is crowded, but if you solve a real problem in a meaningful way, you’ll stand out. Trust your gut and don’t wait until everything feels perfect. You learn by doing.

To book your next hair and beauty appointment or to see the full-service menu list head to the Duck & Dry website – click here to BOOK NOW.