About us

IDentity of Broughty Ferry was born from a desire to help people feel good about themselves inside and out. When life is busy, we often forget to look after ourselves. Time ticks on and we start to feel lethargic and unmotivated.

Taking time out to recharge your body is so important. Whether you are looking for beauty treatments, diet advice or a kickstart to your fitness, IDentity of Broughty Ferry will have you feeling bright, confident and ready to take on the world. 

With over 20 years of beauty industry experience Joanna Irwin opened IDentity of Broughty Ferry in November 2019. Attracted to the town by its eclectic mix of independent shops, restaurants and beautiful scenery she seized at the opportunity to open a unisex beauty salon right at its heart. Collaborating with Steve Durno, expert personal trainer and nutritional advisor she aims to help people feel good about their body inside and out.

The Team


I have been in the beauty industry for over 20 years. I qualified in 1999 with my CIBTAC Beauty and Body Therapy Diplomas and my HND in Beauty Therapy. I also hold my teaching qualifications and I have a passion to share my knowledge from years of industry experience with my therapists to carry out treatments to the highest level here at IDentity of Broughty Ferry.


I studied at Mary Reid International Spa Academy in Edinburgh. I am the youngest member of the team and my speciality is facials. My top tip for great skin is keeping it well hydrated and eating clean followed by a good skincare regimen.


I am a highly experienced massage therapist who gained my qualifications at Dundee College. I especially enjoy deep tissue massage to alleviate immediate pain, as well as chronic joint and muscle pain. I offer a full range of massage treatments to include hot stone and Indian head massage.


Recently leaving the corporate business world after 25 years, he is a fully qualified REPS Personal Trainer and Nutritional Advisor. He is offering bespoke PT and nutritional advice to include supplementation here and at David Lloyd Dundee and other locations locally. Whatever your goals may be, he can help you be the best version of yourself.

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