Boundaries, Respect & Safety: Tackling the Sexualisation of the Wellness Industry
In July 2024, newly appointed Minister for Safeguarding, Jess Phillips MP, spoke powerfully in Parliament on the issue of Commercial Sexual Exploitation, calling for urgent action to reduce demand, protect women and girls, and challenge the normalisation of buying sexual services.
Her words struck a chord across many industries, but perhaps none more so than ours, where professionals are still battling outdated, sexualised perceptions of their work, and we face the challenges of the misperceptions rife amongst the mostly male public.
At Salonpreneur Magazine, we’ve launched the Boundaries, Respect & Safety initiative to give voice to professionals who experience inappropriate or sexualised approaches in their everyday practice, and to challenge the cultural narratives that enable this behaviour to persist.
The Overlap: Wellness Professionals and Exploitation Demand
Jess Phillips highlighted that tackling sexual exploitation means addressing “those who are buying sex… [who] always tend to come from the same group.”
While legitimate massage and wellness therapists are not part of the sex industry, they often find themselves on the front line of the same demand dynamic. Our upcoming feature is not to diminish to illegal and unlawful patterns of human trafficking and enforced sex work, but to highlight in the broadest terms that this reaches beyond the organised crime into our home cabins, high street salons and most concerningly, to the mobile professional community.
Every time a professional therapist receives a message asking for “extras”, lewd requests around intimate waxing, a “body to body” massage, or a “happy ending”, it reflects the same pattern of sexual entitlement that drives the exploitation of vulnerable women and girls elsewhere.
Our industry says NO! but the demand doesn’t stop there. Too often, those men then seek out trafficked or exploited women, as that is the reality.
This is why the sexualisation of professional services isn’t just a matter of workplace discomfort; it’s part of a larger societal issue that fuels abuse and exploitation. The oldest female job in history is by nature never going to go away, and nor should it for the thousands of women there by choice; however, when it encroaches into professional and legitimate businesses, it results in unwanted situations that can lead to serious effects for the recipient.
What We’re Doing About It
The Boundaries, Respect & Safety campaign aims to:
Collect real data from professionals through our anonymous industry survey
Raise awareness of the scale of inappropriate behaviour experienced by therapists, salon owners, and wellness practitioners
Provide practical safety guidance for lone and mobile workers
Educate the public about what professional massage and wellness services actually are, and what they are not
Encourage policymakers and safeguarding bodies to recognise this as a legitimate safety and equality concern
We are currently inviting professionals across the UK to take part in our anonymous survey, sharing their experiences to help us evidence the problem and advocate for change.
Why Language Matters: Re-educating Searchers
One of the most troubling trends is the way online searches blur the line between professional massage services and sexual services.
Search terms such as “body to body massage”, “uncovered massage”, or “sensual massage” are often used by individuals seeking sexual contact, yet they frequently direct users to legitimate wellness professionals. This exposes practitioners to harassment and fuels confusion about the nature of their work. Let's face it, most non-professional services will not be advertising on Google and so where does Google push these searches - direct to our doors.
Our goal is to reclaim that language so that when people search those phrases, they find educational content that helps them understand the difference between professional therapy and sexual exploitation.
Massage therapy is about wellbeing, not sexual gratification.
Professional therapists are trained in anatomy, ethics, and care, not in providing sexual services.
We hope that by flooding the online space with correct, educational information, we can start to shift public understanding and make digital platforms safer for practitioners and clients alike.
What the Government Is Saying
In her parliamentary speech, Jess Phillips stated:
“The demand for commercial sexual services fuels the exploitation of women who are forced or coerced into prostitution. The use of commercial sexual services should not be normalised.”
These words are vital, and they align directly with what we, as an industry, have been saying for years. We don't want to be seen or considered as sex workers as it endangers our workforce and limits our business success.
When society normalises the sexualisation of wellness work, it not only disrespects professionals, it endangers women everywhere.
We believe this conversation belongs within both the wellness industry and policy discussions on violence against women and girls. The two issues are interconnected, and meaningful progress requires both professional boundaries and cultural change.
How You Can Help
✅ Take the Boundaries, Respect & Safety Survey – share your experience confidentially and help shape future guidance.
✅ Share this blog to raise awareness of the issue.
✅ Educate your clients by talking openly about professionalism, ethics, and the value of legitimate wellness work.
✅ Support fellow professionals - no one should feel unsafe in their own treatment room.
FAQ for the Public: Understanding Professional Massage Services
Is “body to body massage” a professional service?
No. This term is associated with sexual services and has no place in legitimate wellness or therapeutic massage.
Do professional massage therapists offer “uncovered” or “sensual” treatments?
No. Professional massage therapists follow strict draping and safeguarding protocols to ensure modesty, safety, and professionalism at all times. In some cultures, this is acceptable; however, the UK National Occupational Standards do not support this.
Why do some therapists only accept female clients?
In some cases, female therapists limit their client base due to repeated sexualised enquiries or safety concerns brought about by men. While this is not an ideal long-term solution, it reflects the seriousness of the problem.
What should I expect during a legitimate massage?
A professional therapist will explain the treatment, maintain boundaries, and ensure that you feel comfortable and respected. Any sexual comments or advances will result in the immediate termination of the session. A professional therapist will not touch any erogenous areas or genital areas.
How do I know I'm contacting a professional therapist?
Professional therapists will usually display a trade body/organisation logo, have a website, Google Business Profile or other online presence such as social media that displays business information, professional services offered, pricing and insurance credentials. These indicators should be a green flag to anyone looking for remedial massage services or genuine professional beauty services.
Join the Movement
At Salonpreneur Magazine, we believe that respect is the foundation of professionalism.
If you’ve ever felt uncomfortable, disrespected, or unsure how to respond to inappropriate contact, you are not alone. Together, we can change perceptions, strengthen safety, and elevate the professionalism of our industry.
👉 Take the survey
👉 Follow the conversation using #BoundariesRespectSafety
👉 Read more features in our upcoming Winter 2025 edition - you can subscribe here.
