The creative direction at MOOD is led by Tracey Ann Smith, the brand’s newly appointed Creative Director. With eight British Hairdressing Awards and decades of salon and session experience, Tracey brings a wealth of knowledge, vision, and leadership to the role.

For stylists who aspire to lead creatively, Tracey shares her five top tips, in her own words, offering honest and practical insight into what it really takes to shape the creative direction of a brand.

1. Master Your Craft

Before you can lead others, you have to know your craft inside out. That means years of experience, constant refinement, and making sure your foundations, cutting, colour, and styling are rock solid. People will come to you with all kinds of questions, and you need to be able to give clear, confident answers. If you’re teaching or giving direction, you have to trust yourself to get it right. That kind of confidence only comes with time, repetition, and being fully immersed in the creative process.

2. Learn to Lead People, Not Just Ideas

Creative direction isn’t just about having great ideas; it’s about managing people with care and clarity. You have to be able to support your team, recognise great work, but also step in and say when something isn’t working. It’s not about criticism; it’s about being constructive. The goal is to help others grow and feel seen, while still steering the project in the right direction. You need to be fair, approachable, and able to bring people together.

3. Organisation is Non-Negotiable

You can’t deliver great work if things aren’t properly planned. When you’re overseeing shoots, education, product launches or shows, there’s no room for winging it. You have to stay on top of every detail, from timelines and budgets to team roles and creative briefs. For me, being relentlessly organised is the only way to keep everything moving forward. It gives the whole team confidence and lets the creativity flow without chaos.

4. Always Stay Ahead of The Curve

A huge part of the job is knowing what’s coming next, not just what’s trending right now, but what’s around the corner. I’m always researching fashion, colour, product launches, techniques, the Pantone colour of the year… you name it. People will come to you for your vision, so you have to be tuned in. You can’t wait for trends to hit; you need to anticipate them. That’s what makes your direction relevant and exciting.

5. Stay Connected to the Salon Floor

It’s so important to keep working behind the chair. Being in the salon keeps you grounded and in touch with what clients are asking for, what stylists are struggling with, and what actually works in real life. Without that connection, it’s easy to lose perspective. Creative direction shouldn’t sit in an ivory tower; it should be rooted in the reality of day-to-day hairdressing. That’s how you keep your work honest, useful, and inspiring.

More Info 
Online: www.moodhaircolor.com
Instagram: @moodhaircolour