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 am also an advanced aesthetics practitioner specialising in both Anti wrinkle treatment and Dermal filler. 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.


Ilyana trained to become a fully qualified beauty therapist at Dundee & Angus College after a career as a Dental Nurse. She joined us in 2021 and now offers a variety of treatments including facials, deep tissue massage and LVL eye lashes.


She recently moved to Dundee from Alva and is a great addition to our team! She started her training at the City of Glasgow College and went on to study at Forth Valley College to complete her HND in Beauty Therapy. She has been working at Inglewood House and Spa before moving to Dundee.

She is offering all treatments to include deep tissue, Indian head and hot stone massage.


Recently leaving the corporate business world after 25 years, He is a fully qualified aesthetics practitioner specialising in both Anti wrinkle treatment and Dermal filler, a 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.


Sophie is entering her third year with us at Identity of Broughty Ferry. Her forte is customer service, manning the reception with ease due to her excellent treatment knowledge.


Jack is our newest member at Identity of Broughty Ferry and focuses on the online portion of the salon. He is currently studying Business and Marketing and aims to use his increasing skillset to help Identity of Broughty Ferry continue to evolve.

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