Our strategy puts support at the core of the charity and introduces three strategic goals for us to work toward, from 2025 until 2028.

These goals are:

• To improve our support model so that people affected by alopecia are further empowered to take charge of their healthcare with confidence and clarity.
• To increase our reach to help more people who want support but aren’t currently accessing Alopecia UK, particularly in communities where we are not yet visible.
• To strengthen our organisational structure and resourcing to ensure long-term sustainability and make Alopecia UK fit for the future.

The publication of our new strategy comes after months of consultation work with our staff, trustees, volunteers and wider community to reflect on our mission, why we do the things we do, and what the alopecia community most needs.

Alopecia UK CEO Sue Schilling said:

“From the community engagement interviews and workshops at the end of 2024, a powerful idea began to surface. At its heart, Alopecia UK’s core purpose is to offer support when, where and how it is needed. Our Mission is to provide support, community and education to improve the lives of those affected by alopecia. Over the next three years, we will be prioritising improvements to our support model, fuelling it with trustworthy and practical information so that more people can take control of their own healthcare and self-care. We will also be investing in strengthening our organisational structure to ensure we can continue our work for years to come. I can’t wait to get to work with our staff team and volunteers on putting this strategic plan into action”.

Alopecia UK Chair of Trustees Ian Barney said:

“I am delighted that the Board has signed off the strategic priorities for the next three years. It’s an exciting time for me to begin my role as Chair of Trustees, and I look forward to working with Alopecia UK’s talented staff team and amazing group of trustees and volunteers to deliver on these goals”.

We would like to take this opportunity to thank everyone who took part in our focus groups and interviews in 2024.

Find a summary of our 2025-2028 strategy here.