Story by Eli Haidari.

Richmond upon Thames has been ranked among the top five most vain places to live in England according to recent data gathered by a leading distributor to the hair and beauty industry, Chris & Sons.

The company mapped the number of hairdressers and beauty salons per 100,000 people across the whole of the country, and the London borough of Richmond ranked a swaggering fourth.

Seven out of the top 10 places were all in London, with Westminster topping the list followed by Kensington and Chelsea, Camden and Richmond upon Thames.

Right down the other end of the table saw the humble Isle of Scilly ranked the least vain with zero shops followed by Rochford, Breckland, Redditch and West Devon.

Andrew Vassiliou, Director of Chris & Sons said: "It is no surprise that us Brits like to keep well-groomed, however, we were shocked to find out that back in 2019 a record-breaking £8.6 billion was spent at hairdressers and personal care salons in the UK.

"We know first-hand that the hairdressing and beauty industry has been one of the hardest hit by the UK's pandemic lockdowns, with turnover falling by an average of 45% in 2020 compared to 2019. However, we are confident that the industry will continue to bounce back and grow, just as it did before."

Chris & Sons is the UK's leading independent distributor to the hair and beauty industry which works with renowned brands such as Schwarzkopf, L'Oreal and Olaplex. To find out more, visit their website here.