Executive Summary
This past year in the hair salon, beauty, and spa industries has been defined by growing consumer demand for self-care and wellness, seasonal fluctuations, and the digital transformation of business practices. And, generational differences further shaped consumer preferences, with younger clients becoming more informed about skincare & wellness than previous generations at the same age due to more readily-available & accessible content on platforms such as social media & YouTube. The importance of diversity and representation in our industries has grown, as more clients expect inclusive services that cater to all hair textures, skin tones, and identities, fostering loyalty and satisfaction. At the same time, mental health challenges, such as burnout, have highlighted the need for wellness support for service professionals.
Reflecting back at data from 2024, combined with forecasting their most popular services and other trends in 2025, offers service providers the chance to see how their businesses compare and what opportunities they can make themselves available to for better professional & personal health next year.
2024's Hottest Services by Industry
Hair Salon & Barber
Salons and barbershops have been around for almost two centuries, and yet, the hair industry keeps finding bold new ways to wow us. Ready to tap into the endless revenue, reach, and opportunity yourself? Check out this year’s exciting rundown of our Vagaro Marketplace data and see how!
Over 52 million salon appointments were booked on Vagaro in 2024, with Women’s Haircuts taking the crown at 26 million bookings, signaling a continually strong demand in women’s grooming services.
Appointments Booked on Vagaro
Around 23 million appointments were booked for Extensions in particular, presenting a huge opportunity for salons to offer tailored extension services or add-ons in lieu of other offerings for an easy revenue boost.
About 10 million appointments were booked at barbershops, with Men’s Haircuts accounting for 4 million of those bookings, but our search data highlights a growing interest in more diverse barber services like Men’s Braids, Shaves, and Facials.
So, stay ahead of the curve! By keeping an eye on these trends, you can fine-tune your salon or barber services to amplify growth and keep clients coming back.
Celebrity Barber and Founder & CEO of Popular Nobody, John Mosley, shared his perspective on the evolving hair industry, shedding light on the growing demand for diverse and holistic grooming services.
There is a shift in what's happening in the barber space to want more than just simple haircuts. You see a lot of men, even myself - I have longer hair now with my locs, and I still get tapered and I still get my beard trimmed - but that's not just a “haircut” service. So, I definitely do see rise in different hair services being sought after...
—John Mosley, Celebrity Barber, Founder & CEO, Popular Nobody
For example, facials, scalp treatments, and other wellness services; it’s taking more of a holistic approach of being completely groomed. And I wouldn't necessarily say it's even “trending,” that's just where the industry is headed, because trends come and go. Hair color is also on the rise with men, whether it’s bleaching and more blonding services or brighter, fashion colors. Barbers should be paying attention to these consumer shifts.”
Spa Services
Clients aren’t just focused on looking good—they want to feel their best, too! These 2024 spa trends can help make you any client’s go-to choice for relaxation in 2025.
With 57 million spa appointments booked in total, demand is high, especially for Skincare Facials, which hit 27 million bookings alone. This shows clients are all about keeping their skin, mind, and body healthy and fresh, so adding options like Hydrafacials (which capture 55% of Facial searches) and seasonal packages could really make an impact with your consumers.
Spa Service Searches on Vagaro
Waxing services also shine through, with Brazilian Waxes topping the list at 61% of Waxing searches—making combo waxing and skincare packages a smart move. Massages are equally popular, making up for 54% of related Vagaro searches, with Swedish Massage up next at 52%. Adding varying seasonal specials like Hot Stones or Couples’ Massages are also sure to help attract more clients.
Speaking of seasonality, since spa searches peak around the holidays, data shows that aligning promotions with these times can significantly boost bookings. Embrace the seasons and keep your spa at the top!
Medspa Services
Between January and September 2024, a remarkable 10 million MedSpa appointments were booked through Vagaro’s Marketplace. Leading the pack was Laser Hair Removal, which topped the list at 3 million appointments, making it the hottest MedSpa service of the year.
Cryotherapy is on the rise with 652,000 sessions booked, while Teeth Whitening continues to make smiles brighter with 711,000 bookings. The growing popularity of these particular MedSpa treatments highlights a booming trend in a diverse array of self-care services, but laser hair removal is definitely leading the charge still.
Medspa Appointments Booked on Vagaro
10M
General Medspa
3M
Laser Hair Removal
711K
Teeth Whitening
652K
Cryotherapy
Nail Salon Services
With a whopping 21 million nail salon appointments booked, demand is clearly strong! But did you know pedicures are the most sought-after service? They made up 59% of searches on the Vagaro Marketplace, with half a million bookings—clients are clearly craving that perfect pedi experience. Manicures are also in high demand, representing 41% of searches. This is a great hint for nail salons to offer fun, seasonal or combo packages to meet the increasing demand.
Trending preferences like Hard Gel and Polygel grabbed 39% and 25% of searches, so a little extra investment here could really pay off, too. To top it all off, aligning with seasonal peaks as we mentioned (hello, summer and holidays!) will help nail salons blossom with more bookings and happy clients!
Nail Salon Appointments Booked on Vagaro
Brow and Lash Services
From January to September 2024, lash and brow services saw a major surge in demand—valuable insights for beauty bar owners planning for 2025. Eyelash services stole the show with 23 million appointments and 71% of Vagaro Marketplace searches, largely fueled by the popularity of Lash Extensions specifically, which made up 62% of searches. The lash love is real!
Brow services are also in high demand, with 18 million appointments and 29% of marketplace searches focusing on brows alone. Brow Waxing leads the way (40% of searches), so be sure to feature it prominently. Adding Tinting (22%) and Lamination (11%) can attract clients looking for that full, defined brow look, too. With May as the busiest “brow” month, spring and early summer promotions are a smart move to drive bookings!
Your niche is your secret ingredient—the unique reason clients come to you. But, staying in tune with popular trends is a great way to expand your reach, stay relevant in the industry, and position yourself as an expert. It’s all about balancing what makes you unique with what’s in demand!
Seasonality
IN HAIR & BEAUTY
Big Events: Taylor Swift & Beyoncé Tours
Local or nearby pop culture events create a whirlwind of golden opportunities to boost visibility for your beauty business. Take last year’s Beyonce and Taylor Swift tours, for example, where 38% of concert attendees traveled from out-of-state just for the shows.
Imagine the excitement—everyone’s eager to look their best! In fact, 64% of concertgoers schedule appointments just days before showtime, with 47% of service providers reporting they saw a surge in 'I-need-to-look-amazing-tomorrow' bookings.
Average Spend on Services by Concert Goers
You can make the most of these trends by offering concert-ready packages for glam hair, makeup, or express lashes, and keeping clients engaged with themed promotions and social media buzz that creates excitement around the event.
When clients think of looking their best, they’ll remember how you made them feel just like their favorite stars!
Valentine’s Day
There’s huge potential for your beauty business to blossom through the start of the new year, especially with Valentine’s Day spending on an exponential rise. Just last year, Valentine’s Day spending was estimated to be about $25.9 billion! Here’s how you can tap in:
Searches for “gifts for him” are on the rise, so consider creating gift bundles for men alongside traditional options. It’d also be a good idea to launch ads earlier than normal to boost your website’s SEO and increase search traffic prior to the holiday!
Google Searches
Experience-based gifts like couples’ massages are trending as well, with over 300,000 Google searches in 2023, but don’t forget self-care packages for solo clients, too! Tracking these trends can help make Valentine’s Day 2025 even more successful.
Halloween & Fall Nails
With clients on the lookout for more unique or spookily-themed services, autumn is the perfect time to let your creativity roam free!
Data shows that searches for the term "Fall Nails" peak at the end of September and again in early November, with a 55% weekly increase expected for 2024. Similarly, “Halloween Nails” sees its biggest spike two weeks before Halloween, with searches projected to rise 38% weekly until the holiday.
Take advantage of these patterns by offering fall-themed nail art packages or Halloween design add-ons to encourage clients to book early, spend more, and get festive!
By keeping an eye on seasonal changes and trends throughout the year—especially those driven by holidays or big events—and preparing now for 2025, you can meet demand, build loyalty, and boost seasonal revenue!
Fall & Halloween Nail Appointments Booked
How Businesses Incorporate Seasonality
Some businesses are making the most of seasonal trends, with 54% of business owners offering special promotions, 45% of them putting on themed events, and 22% of businesses holding festive giveaways that attract new clients and reward loyal ones.
Social media helps keep the holiday spirit alive, too, which allows you to strengthen client relationships and boost growth with engaging holiday-themed content, exclusive deals, and interactive, online events!
Generational Skincare Trends
Are Gen Z and Gen Alpha redefining skincare in 2024? According to Vagaro’s Generational Skincare Survey...Maybe?
A survey probed the habits and experiences of Gen Z and Gen Alpha, as well as parents of these demographics. Results clearly showed that from daily routines and spending habits to long-term goals, Gen Z and Gen Alpha are more dedicated to skin health than ever!
But does it come at a certain cost? Read on for surprising insights into these young generations' skincare routines and preferences.
Who Is Gen Z & Gen A?
Let’s start by clarifying who we’re talking about. Defining generations can be tricky, but generally, Generation Z includes those born between 1996 and 2007, now aged 13 to 27.
Generation Alpha, meanwhile, refers to those born from 2010 to 2024, currently aged 0 to 12. Though young, this group is notably savvy—nearly a third of surveyed parents felt their children knew more about skincare than they did!
If that sounds surprising, nearly half of surveyed parents believe their kids know as much or more about skin health than they do. How? Thanks to constant access to a wealth of skincare information.
Both generations are often called digital natives, having grown up in a world filled with smartphones and social media—where information is always just a click away.
Spending Habits in 2024
It might not come as a surprise to many that the purchasing habits of Gen Z and Gen Alpha are heavily influenced by skincare trends and the preferences shaped by influencers on platforms like YouTube and TikTok. This influence reaches beyond personal use, impacting household spending and gift choices. Many parents in our survey even noted that their kids have swayed their own skincare purchases!
Gen Z, being older, has more buying power, with 39% spending between $300 and $500 in 2024. In contrast, about 42% of Gen Alpha respondents reported spending between $50 and $100 this year—likely with a bit of parental support.
Spend on Skincare in 2024
Over 70% of surveyed parents mentioned that skincare products and tools are on their child’s holiday wish list, suggesting a spending spike this season. Who stands to benefit from this? Well, the big guys, mostly. Big retailers like Target, Walmart, etc. remain the #1 location where the majority across generations purchase their products.
Most Popular Products & Tools
Investigating how each generation uses skincare tools provided insight into their unique goals. Both Gen Z and Gen Alpha use a range of skincare tools and beauty products for different purposes. Interestingly, our survey revealed that Gen Alpha, the younger group, sometimes shows higher adoption rates than Gen Z.
Gen Z's skincare choices often emphasize hydration and treatment-focused tools, such as sheet masks and pimple patches. These product preferences make sense, given that acne, oily skin, and other complexion concerns are typical among teens and young adults.
Gen Alpha shares some similarities, like a 19% preference for facial cleansing brushes. However, they also show a unique interest in massage and circulation tools, including jade rollers and Gua Sha.
So, Gen Z is concerned primarily with hydration and treatment, while Gen Alpha prioritizes massage and circulation.
Top Skincare Goals or Areas of Focus
Popular Tools
Brand Loyalty
When it comes to beauty and skincare brand preferences, Gen Z and Gen Alpha differ (slightly) based on skincare goals, however, both value effective results and transparency.
This may explain their shared preference for brands such as Drunk Elephant (17% of Gen Z; 15% of Gen Alpha), which is known for its reputation as a “clean” and “gentle” brand that prioritizes ingredients like Vitamin C and peptides over harsher additives like fragrances, dyes, silicones, and drying alcohols.
Where else does their brand loyalty lie?
Gen Z
Survey results revealed that Gen Z prefers affordable, science-backed skin care products from such brands as:
CeraVe: known for restoring and protecting the skin's barrier with essential ceramides (1, 3, 6-II).
The Ordinary: focuses on single-ingredient formulas, like hyaluronic acid and retinoids, for targeted skin concerns.
Gen Alpha
Gen Alpha gravitates toward playful, barrier-supportive formulas from brands like:
Bubble: Offers gentle skincare solutions for young skin, using non-toxic, science-backed ingredients.
BYOMA: A newer brand offering hydrating, brightening, and clarifying serums focused on strengthening the skin barrier.
Popular Brands
There’s a definite trend present here. At the core of each generation’s product choices are the ingredients they prioritize, which sheds added light on their specific skincare needs.
Both Gen Z and Gen Alpha share common skin goals like hydration and barrier health, along with some overlapping brand preferences. However, their ingredient choices reflect unique needs—no surprise, given their age differences.
Many Gen Zers are currently tackling acne, blackheads, excess oil, and dry skin—issues the oldest in Generation Alpha are soon likely to face. These folks favor active ingredients that address acne and exfoliation, which are common concerns for teens and young adults.
Gen Alpha seems to prefer gentler, soothing ingredients and cares about maintaining moisture, skin barrier health, brightness and comfort. Here’s a quick snapshot of the top active skincare ingredients favored by each group.
Ingredients Used
Skin Goals or Area of Focus
Where Do They Learn About Skincare?
Both Gen Z and Gen Alpha know quite a bit about skincare, even more than their parents in many cases. In fact, nearly half of all parents surveyed said they believed their child knew just as much if not more than them about skincare.
39% of Gen Z parents say their kids know more about skincare
32% of Gen Alpha parents say their kids know more about skincare
Where they get their skincare information is something else to consider. For better or worse, young consumers are more likely to get skincare advice from online searches and social media than from dermatologists.
Vagaro's survey found that Gen Z leans toward traditional social media influencers, while Gen Alpha prefers YouTube creators. The next most popular source for both groups? Friends or peers. Naturally, few of these sources are board-certified dermatologists or licensed aestheticians, which raises concerns.
13% of Gen Z parents don't know their child's skincare ingredients
28% of Gen Alpha parents don't know their child's skincare ingredients
Consider some of the more popular skincare ingredients. Salicylic acid, effective for oily or acne-prone skin, can be harsh and should be used as directed. Retinoids (like retinol and niacinamide), often used for acne and anti-aging, can also be too strong for young skin unless prescribed by a professional. Our survey found that the younger the demographic, the less likely the parent was to know if their child’s skincare products contained ingredients like these.
I feel parents need to first introduce their children to a professional first to get a regimen and/or recommendations of what their child needs before they start purchasing what their child wants based off of social media."
—Gen Alpha Parent
How Gen Z & Alpha Learn About Skincare
For salon and spa owners, this insight is invaluable and tasks them with certain ethical responsibilities. While it's possible to attract younger clients by tapping into popular trends and products championed by influential beauty and skincare creators, exercise caution. Keep in mind that skincare products suitable for adults may not be appropriate for younger skin, no matter how popular they are online.
This is a chance for skincare and beauty professionals to go beyond sales and establish themselves as trusted skincare resources for younger clients by creating authoritative, impactful social media content.
Quote: I think Tik Tok and social media influencers are ruining a whole slew of skin with their misinformed, frankly scary ideas on what to use on skin. I have so many clients come in with compromised skin barriers because they are using products not designed for their skin needs
Understanding the unique skincare goals, challenges and blind spots of young consumers can enable service providers to recommend the best products and services tailored to their needs.
How Do They Compare to Other Generations?
We know how they compare to each other, but how do Gen Z’s and Gen Alpha’s skincare preferences and habits compare with older demographics? There are many similarities between Gen Z, Gen Alpha and their forbears (Millennials and Gen X), especially their views on the availability of skincare information via social media.
So, when it comes to the growing popularity of skincare trends on social media; most generations agree that it’s had an overall net positive influence on their confidence. Check out the data below:
46%
of Gen Alpha participants agree that the growing popularity of skincare on social media has positively influenced their confidence.
63%
of Gen Z participants agree that the growing popularity of skincare on social media has positively influenced their confidence.
50%
of Millennial participants agree that the growing popularity of skincare on social media has positively influenced their confidence.
55%
of Gen X participants say that the growing popularity of skincare on social media has not influenced their confidence.
Then, we took it back to the basics to understand when different generations become skincare product consumers. The data reflects that younger generations are beginning to use skincare at an earlier age:
When does each generation start using skincare?
So, what products are Millennials and Gen X’ers looking for? Well according to a breakdown of TikTok searches:
AHAs (Alpha Hydroxy Acids): Water-soluble acids commonly derived from fruits and plants. AHAs exfoliate dead skin cells, improve texture and tone, boost hydration, and support collagen production for a brighter, smoother, and firmer complexion. Popular AHAs include glycolic acid, lactic acid, and citric acid.
Squalane: A naturally occurring lipid (fat) found in the sebum of human skin that is a popular ingredient in moisturizers, serums, and oils. Squalane hydrates the skin, defends against environmental damage, and strengthens the skin barrier to prevent moisture loss and block irritants.
Tea Tree Oil: An essential oil derived from the leaves of the tea tree, known for its powerful antibacterial, antifungal, and anti-inflammatory properties. Tea tree oil helps fight acne, soothe irritation, balance oil production, and reduce pore appearance—all while absorbing excess oil without over-drying the skin.
The high search volume for these ingredients among older demographics is understandable, as they help hydrate, clarify, and rejuvenate skin, offering a comprehensive approach to maintaining a youthful, healthy complexion—something that Gen Z and Gen Alpha, well, already have.
Inclusivity & Representation
in the Beauty & Wellness Industry
Inclusivity and representation in the beauty and wellness industries have been growing focal points, as these industries recognize the value of serving and celebrating diverse demographics.
Historically, beauty and wellness spaces have often favored narrow standards—centered around Eurocentric features, limited hair textures, and traditional gender roles, among others. However, there’s a strong and evolving movement to include broader representation across many identities and backgrounds.
The industry now emphasizes:
Ethnic & Racial Diversity: More brands are developing products for a range of skin tones, hair textures, and cultural beauty practices, filling longstanding gaps.
Gender Inclusivity: Beauty and self-care are becoming more gender-neutral, with salons and spas welcoming people of all gender identities.
LGBTQIA+ Representation: Inclusive practices and affirming environments are making beauty spaces safer and more respectful for LGBTQIA+ individuals.
This shift toward broader representation allows beauty and wellness spaces to better reflect and serve their diverse clientele. Vagaro wanted to know more about what’s driving this shift in 2024.
Ladies Lead the Way in 2024
The entrepreneurial landscape is seeing an inspiring rise in women-led businesses, especially in beauty and wellness.
The business owner and entrepreneur have long been celebrated in western culture, particularly in the United States. Fiercely independent, enterprising and incredibly hardworking, women continued to evolve the narrative in 2024.
Need some more context? Well, consider THESE stats collected by Vagaro in 2024: Between 2019 and 2023, female-owned businesses grew at an impressive 94.3%, outpacing the growth rate of male-owned businesses. During the pandemic, women entrepreneurs contributed significantly to the U.S. economy, creating 1.4 million jobs and generating $579.6 billion in revenue.
It is evident that women possess unique qualities that not only drive success but also reshape the business landscape.
—Vagaro CMO, Charity Hudnall
What are these distinctive qualities, according to Hudnall? Resilience & determination born from being historically underestimated, a unique ability to balance grit with nurturing qualities and agility in adapting to new circumstances.
This blend of tenacity and empathy empowers women to inspire teams, create collaborative environments where talent can flourish, and skillfully navigate evolving market trends and shifting consumer preferences.
Nowhere are these strengths—and results they get—clearer than in dynamic industries like beauty and self-care, as Vagaro’s own research plainly illustrated. The results more than backed up the greater narrative of the rise of women entrepreneurs.
In fact, over the past year, Vagaro has seen a remarkable increase in female-led accounts joining our platform across both the United States and the United Kingdom. From 2022 to 2023, female-owned Vagaro accounts grew by an impressive 37% globally, highlighting a significant rise in women entrepreneurs.
In the United States alone, female accounts on Vagaro grew by an impressive 35% from 2019 to 2023. As of 2024, women own 64% of Vagaro accounts, and 24% of searches on the Vagaro Marketplace come from female consumers. In fact, Vagaro’s top 5 earning businesses are female-owned.
Top Female-Dominated Self Care Industries
Percentage of women professionals per industry
More women are showing the courage to be their own bosses, the patience to lead, and the character to embrace setbacks as readily as they celebrate wins. Vagaro is proud to be a platform that empowers and supports women in business—and that’s a beautiful thing.
One Big Step for Beauty Education: A Multitextured Victory
The beauty industry serves a diverse range of hair and skin types—but have cosmetology schools caught up?
The salon and beauty industries are defined by constantly changing styles, trends and demographics. Yet, despite this inherent dynamism, traditional cosmetology education has long centered around a Eurocentric beauty standard, often overlooking the rich diversity of hair textures and skin tones in society.
This narrow focus has not only reinforced systemic inequalities in the beauty industry but has also left many aspiring cosmetologists unprepared to serve clients from all backgrounds.
Textured hair is often found on Black and Brown women, why should they be left out? Why should there be discrimination by salons not being able to cater to a whole race? Not just in hair, but with MUA’s not having foundation to cater to darker skin.
—Rochelle Raye Anthony, Owner, The Dollshouse Salon and BBC Apprentice Runner-Up
However, the industry seems to continue to work toward more inclusivity in 2024 with New York’s passage of Bill S6528A, and later, California’s AB2166, which both prioritize cosmetology school education that equips all students, regardless of background, with the essential skills to work with every hair texture.
Vagaro polled its wide-ranging customer base to gauge their opinions and their own experiences to assess the current state of diversity in hair & skincare education.
The results were fascinating, highlighting both areas of progress and areas in need of improvement.
Just over half of salon professionals polled showed that their professional education included training on textured hair types. A greater number of estheticians said their professional training covered caring for a diverse range of skin tones and types.
That may seem low, but an overwhelming number of poll respondents were optimistic that the passing of S6528A was evidence that hair, skin and beauty education is heading in the right direction. 97% of professionals believe that diverse education in hair, skin and beauty will become a nationwide requirement after the passing of New York Bill S6528A.
When I did my hairdressing training around 16 years ago, there was no formal training on how to treat or style textured hair. In more recent years I’ve been able to do training from accredited providers… So, it’s starting to be taken seriously. [Now] there are independent educators offering training, so it’s good to see that…but more still needs to be done."
—Rochelle Raye Anthony, Owner, The Dollshouse Salon and BBC Apprentice Runner-Up
If you’re not teaching your barber or salon students how to style and work with all different hair types and textures, you're really robbing them of what their creative expression can really become. This textured hair education movement had to happen. Because it's important for everyone to learn. Hair is truly a specialty and so I think it's a great deal for California and New York and all the other states that are passing these bills to make that happen. It took long enough, but I'm glad it's happening."
—John Mosley, Celebrity Barber, Founder & CEO, Popular Nobody
The Importance of Hair & Identity: LGBTQIA Representation
What’s the link between hair and gender identity affirmation? Are salons truly spaces of inclusivity?
Given the artistic and fearless self-expressive nature of the beauty industry, it might seem like a natural haven for the LGBTQIA+ community. But how well does this industry understand these demographics in 2024? Once again, Vagaro put its finger to the pulse.
Vagaro gathered insights, experiences, and opinions from the community that has contributed so much to our industry. The results were profound, revealing how these demographics choose beauty services and products and highlighting the deep connection between hair and identity, products and values.
These insights offer business owners valuable guidance on creating inclusive, welcoming salons that benefit their clients.
Values & Representation
Our research revealed shifting perceptions of LGBTQIA+ representation in the beauty and hair industry across generations. Among Gen Z and Boomers, 32% feel the LGBTQIA+ community is "somewhat represented" in mainstream beauty, while Millennials and Gen X indicate stronger support, with 36% believing the community is "very represented."
This shows a rising awareness and desire for more inclusive representation in beauty spaces, particularly among younger generations. In fact, many survey respondents indicated that LGBTQIA+ representation among staff was a deciding factor for them when choosing a salon.
Similar factors came into play when choosing beauty products for LGBTQIA+ individuals, opting for inclusive brands whose values aligned with their own.
30%
When choosing a salon to book a hair appointment 30% of participants say LGBTQIA+ representation among staff is an important factor
26%
When choosing a business to book a beauty appointment 26% of participants say LGBTQIA+ representation among staff is an important factor
27%
Prioritize purchasing products from LGBTQIA+ friendly brands
Hair’s Role in Identity & Expression
A surprising revelation from Vagaro’s research highlights the profound impact of hair on the lives of LGBTQIA+ individuals. A staggering 62% of respondents across generations identified hair as a critical tool for expressing their gender identity.
63% of participants shared that over time, they’ve become significantly more comfortable with their outward gender expression, with Gen Z, Millennials, and Gen X showing the largest increase in this comfort level.
This underscores the importance of employing staff who are not only skilled but also empathetic, capable of understanding and accommodating a wide range of styles and preferences.
It's especially important to welcome and have services that celebrate everyone. For example, don't call a service a “woman's hairstyle,” it should just be categorized as what the service is - a blow-dry, a long haircut, or a short haircut.
—Damilola Adejonwo, Makeup Artist, Social Media Influencer
Gender-Affirming Hairstyles
Providing gender affirming haircut is about more than providing a service. Gender-affirming hairstyles help individuals transform their look to better express their gender identity. Stylists are, in effect, playing a crucial role in helping someone express their true self.
According to respondents, the foundation of this requires first offering gender-neutral services. Instead of categorizing haircuts and styles by gender, focus instead on tailoring them to each individual client's preferences and identity.
The next step is adopting a gender-neutral pricing structure, which demonstrates commitment to equality by charging fair prices regardless of gender identity.
For salon owners dedicated to serving the LGBTQIA+ community, this inclusive approach not only expands the salon's clientele but also positions the business as a beacon of diversity and acceptance within the beauty industry.
The Beauty of Neurodiversity
The number one thing is making neurodiverse customers feel safe & making them feel secure. The forms that we have in Vagaro are great because you can have them fill out a questionnaire to see what you need to know to make that person feel safe and secure when they're coming into your space beforehand...
—John Mosley, Celebrity Barber, Founder & CEO, Popular Nobody
Mosley continues, "Another tip is for service providers to use their software to book extra time out for these guests’ appointments so you can give more attention to detail and make sure they’re accommodated. What I do personally is to make sure I get them involved with the process, let them hold the clippers with a guard on, let them hear the sound when it’s on, etc., get them comfortable with it and with you.”
Embracing neurodiversity enables beauty businesses to create inclusive, supportive spaces for clients and employees on the autism spectrum.
It’s no surprise that the bustling worlds of beauty and wellness, with their creative nature and structured routines, can be an ideal environment for neurodiverse individuals, particularly those with autism spectrum disorder (ASD)
ASD is characterized by challenges with social skills, repetitive behaviors, speech and nonverbal communication. But, in 2024, it’s important to understand neurodiversity as more than a set of challenges to overcome. In fact, if harnessed properly, they can function as superpowers that can significantly help salons.
Among their repertoire:
Creativity & Innovation
Neurodiverse individuals often think outside the box, leading to creative and unconventional approaches to hair styling. Their keen eye for detail ensures precise and meticulous haircuts and styling, while their artistic flair can result in unique and visually appealing hairstyles.
Consistency
Neurodiverse individuals often excel at repetitive tasks, ensuring consistent quality in their work. Their strong focus and attention to detail contribute to meticulous and precise results.
Sensitivity
Neurodiverse individuals often possess heightened empathy and understanding, enabling them to connect with clients on a deeper level. Their patience and understanding create a calming and supportive environment, particularly for fellow neurodivergent individuals.
But how well are beauty and wellness businesses accommodating neurodivergent clients and empowering professionals? To find out, in 2024, Vagaro conducted a survey gauging the experiences of professionals in the beauty and wellness industries in navigating neurodivergence—from both sides of the chair.
Survey results provided important insights from professionals into how businesses can better accommodate clients on the autism spectrum. Moreover, it underscored a significant presence of neurodivergent service providers in the beauty industry and highlighted innovative ways to support neurodiverse staff.
50%
of participants identified as neurodivergent or on the spectrum
27%
of participants said they work on a team with a neurodivergent peer
43%
of participants offer services specifically tailored to meet the needs of customers on the autism spectrum
Survey respondents also revealed, perhaps unsurprisingly, that technology is a valuable tool to improve communication, alleviate anxieties, create routine and eliminate various other barriers to accessibility for neurodivergent clients. 56% of participants said technology & software like Vagaro is helpful in accommodating clients on the spectrum.
Here are a few ways beauty & wellness professionals say software can improve accessibility:
- Reduces the need to communicate verbally to book appointments
- Removes social pressure & improves flexibility with mobile check-in
- Digital forms let providers proactively inquire about client accommodations and requests
- Streamlines communication with digital appointment reminders, enhancing organization in client's routines
Cecilia Marie, Owner of Sweet Surrender Studio, emphasizes the importance of creating a safe, inclusive environment for neurodivergent clients. She shares practical tips for service providers to build trust and comfort during appointments:
I make it very clear from the beginning that I provide a safe, judgement-free space. Service providers can help put neurodivergent clients more at ease by involving them in the process; let them touch or feel the instruments before you place it on or near them, let them hear the clippers or machines before you put them into action. This can make a huge difference in their comfort level with you.
—Cecilia Marie, Owner of Sweet Surrender Studio
2024 Mental Health
and Business Performance Trends
This year, our research team took a deep dive into the mental health, stress, and challenges that business owners and service providers faced in 2024, to gauge the state of industry professionals in an ever-changing landscape.
While a majority of respondents (46%) considered their mental health to be neutral this year, just 36% would measure theirs as “good.” However, 18% of all participants reported poor to very poor mental health this year, reflecting that business owners and service providers have faced a range of challenges, from heavy workloads and financial stress to navigating economic hurdles.
While it’s healthy to see that more respondents reported a positive mental health state than negative, the results still show that almost 90% of professionals experienced moderate or high levels of stress, and that should not go unaddressed.
Many factors contributed to this level of stress, with professionals struggling with chaotic holiday schedules (38%), pressure to meet hefty sales goals (27%), and a whopping 40% of those struggling with work-life balance. Additionally, rising costs of materials, an overall decreased customer demand throughout the year, and increased competition added to the strain. As a whole, the rising costs of materials was the most significant issue, affecting 78% of respondents.
Overall Mental Health
Economic Challenges in 2024
Together, these factors created a rather tough work environment, with mental and emotional challenges affecting the well-being of many across industries.
Renee VanderHorst, Licensed Cosmetologist & Esthetician, and Vagaro Product Marketing Manager says, “In today’s challenging economy, beauty and wellness professionals can thrive by balancing smart business strategies with personal well-being.”
Diversifying services, setting clear financial goals, and staying updated on trends helps stabilize income, while prioritizing mental health through mindfulness and regular breaks prevents burnout. By valuing both their business and personal care, professionals stay resilient and energized for success.
—Renee VanderHorst, Cosmetologist & Esthetician, and Vagaro Product Marketing Manager
Software Needs
Advanced technology is a must for beauty professionals to thrive in a future where digital readiness and automation is essential for success. Vagaro spends a lot of time considering the following question: what do salons need the most?
In 2024, Vagaro surveyed its extensive customer base to uncover the daily challenges beauty businesses face and identify their most essential software features. The results revealed how beauty professionals are gearing up to thrive in an increasingly digital future.
Here, we focus on 4 areas of particular import.
Automation & AI Adoption
AI tools are ubiquitous in 2024, and salons are no exception. In fact, 2 out of 3 respondents said that built-in AI would help to streamline their business operations.
For instance, AI generators can provide verbiage for all manner of marketing to client communication. This is particularly important because:
Client Management & Communication
Providing as much of a bespoke experience for clients as possible not only improves retention rates but can work wonders for your salon’s reputation and word-of-mouth advertising.
Survey respondents understand this very well. About 63% identified being able to access a customer profile with detailed history and preferences as crucial for their business.
Over 50% of respondents also said that a two-way messaging platform such as Vagaro Connect is more effective for improving communication with clients than using their personal cell phone numbers.
Moreover, A dedicated channel for business communication keeps clients' requests off service providers’ personal devices—preserving boundaries, a key pillar of successful relationships.
Business Scalability
More than 3 in 4 respondents said they prioritized a platform that is easy to scale with the growth or downsizing of their business. What is scalability? A business’s ability to grow and handle increased demand without compromising performance, efficiency, or quality.
In other words, a scalable business can expand its operations, customer base, and revenue potential while keeping costs in check and maintaining service standards. Modern salons prioritize growth, efficiency and adaptability, and these priorities are reflected in the management software they run their businesses with every day.
From client relationships to marketing, inventory management, employee payroll and sales analytics, salon owners seek power and flexibility required to seamlessly expand or contract along with their business.
Payment Flexibility & Funding
More than half of our survey respondents shared that having pay-later options & built-in financing for their business is crucial.
This is understandable, given that, in any economic climate, flexible, consumer-friendly payment options help salons sell higher-priced services, extensions to coloring and anything in between. Payment options such as Vagaro Pay Later is one such adhere to the “Buy Now, Pay Later” model, which splits the cost of a service into four manageable, interest-free payments.
Similarly, business-friendly funding options are a great alternative to small business loans and bank loans, with their lengthy approval processes, high interest rates and rigid payment terms. Vagaro Capital, for example, can make hundreds of thousands of dollars available within a few days for expansion, renovation or anything else that falls under the “Your Salon, 2.0” plan. To stay current is to stay competitive. Moreover, increased revenue goals often rely on expansion, which requires additional space, tools and other resources.
Strategic Recommendations
Fred Helou
Vagaro, Founder & CEO
“We’ve previously owned our own salon and I have said before that running and managing it was more challenging than being the CEO of Vagaro. Staying ahead of industry trends isn’t just about keeping up—it’s about staying relevant in an ever-changing market. Consumer preferences evolve quickly, and businesses that take the time to understand and adapt to these shifts are the ones that thrive.
By aligning your offerings with what clients are looking for, you’re not only meeting demand but building trust and loyalty that sets you apart from the competition. Proactively embracing change allows you to innovate, attract new clients, and position your business as a leader in the industry. Success belongs to those who are prepared for what’s next.”
Charity Hudnall
Vagaro, Chief marketing officer
“This year has shown the incredible resilience and adaptability of businesses in the beauty, wellness, and service industries. Despite ongoing challenges and shifting market dynamics, service professionals have continued to innovate, finding creative ways to connect with clients, deliver exceptional experiences, and grow their brands. From embracing new technologies to refining their offerings and staying attuned to client needs, these businesses have proven their ability to navigate uncertainty with strength and ingenuity. It’s a testament to the passion and dedication of this industry, and it’s this resilience that will drive success in the years to come.
Understanding industry trends is the foundation of effective marketing. When you know what clients are seeking and how their preferences are evolving, you can craft campaigns that truly resonate. It’s not just about promoting services; it’s about connecting with your audience on a deeper level by addressing their needs and aspirations.
Service professionals who align their marketing strategies with upcoming trends can create targeted, impactful messaging that attracts new clients, retains existing ones, and builds lasting loyalty. Staying informed allows you to anticipate demand, refine your brand positioning, and ultimately get the most out of your marketing efforts in the year ahead.”
John Mosley
Celebrity Barber, Founder & CEO, Popular Nobody
“When it comes to looking toward 2025 and the near future for our industries, it’s crucial to start or optimize your retail game. The reason is because when you’re dealing with inflation, you’ve got to earn money somewhere else. Vagaro’s research showed inflation or rising costs of materials was the #1 factor of economic challenges in the industry.
If you’re a barbershop or salon owner and you’re not focused on strengthening your team as far as the process of retail, then in what other ways are you going to grow your business? Retail is a whole avenue of money sitting right there. Your clients are going to buy products from somewhere regardless, but if you actually put it in front of their face, they'll buy it from you for a couple of bucks more compared to having to wait days for it to arrive from a digital destination, even if it is “cheaper” online. Don’t let additional streams of valuable revenue, especially in uncertain economic times, go untouched.”
Renee VanderHorst
Cosmetologist, Esthetician, & Vagaro Product Marketing Manager
“The self-care industry is ever-changing, and it’s also one of the most resilient sectors. Service professionals and business owners within it need to ensure they’re flexible, open-minded, and able to adapt. As we look to next year, it’s clear that each vertical within the self-care sector are broadening their horizons; and diversification of services is key to unlocking untouched streams of revenue. There are now more wellness services being included in hair salons, barbershops, nail shops and more. “How does your business plan to keep up?” is a key question industry professionals need to reflect on in order to remain competitive in the field.
Additionally, strategic planning for both your busy seasons and your typically more “dead” periods are equally as important to balancing your budget and maximizing your growth. Social media is a key platform to observing consumer trends before and as they happen – keep an ear to the ground to anticipate your customers’ requests, attend as many in-person and virtual educational events as possible, and don’t forget to network. This is all key to continuous learning which we all know is crucial in the dynamic landscape of self-care. Stay ready so you don’t have to get ready!"
Conclusion
From January to September 2024, data from Vagaro highlights key trends that offer valuable insights for beauty and wellness businesses as they prepare for an exciting 2025. Women's haircuts and extensions continue to lead salon services, offering opportunities for businesses to enhance loyalty programs and provide tailored extension options. Barbershops are seeing a rise in popularity for services like men’s braids and shaves, while nail salons should focus on pedicures, which dominate search interest. Spas are experiencing strong demand for facials, waxing, and Swedish massages, presenting a great chance to introduce bundled service promotions. MedSpas are thriving with treatments like laser hair removal and Botox, while services like teeth whitening and cryotherapy show growth potential. Beauty bars, too, are flourishing, especially with lash extensions and brow waxing, particularly in spring and early summer. By aligning with these trends, businesses can position themselves for success and growth in 2025.
Opportunities
Exciting opportunities are also on the horizon with pop culture events and holidays. Big events like Beyoncé and Taylor Swift concerts have led to surges in bookings, attracting new customers and driving last-minute appointments. Valentine’s Day spending in 2024 reached $25.9 billion, and the demand for “gifts for him” and experience-based offerings like gift cards and themed packages presents an ideal opportunity for salons to tap into. Seasonal trends such as “Fall Nails” and “Halloween Nails” also bring peak demand, offering businesses the chance to upsell with themed nail art and fall-inspired add-ons. With strategic marketing and inventory preparation, businesses can take full advantage of these growth periods and ensure high customer engagement throughout the year.
As we look to the future, Gen Z and Gen Alpha’s influence on skincare is undeniable, with both generations turning to YouTube, influencers, and social media to guide their purchasing decisions. These younger groups are well-versed in skincare ingredients, with Gen Z preferring active options like Salicylic Acid for acne and Gen Alpha opting for gentler products like Aloe Vera. Brands such as Drunk Elephant and CeraVe are leading the charge, and with younger generations holding significant purchasing power, skincare will no doubt continue to be a major focus in 2025.
The beauty and wellness industry is also seeing a surge in female entrepreneurship, with women-owned businesses on Vagaro growing by 37% from 2022 to 2023. Inclusivity and representation are becoming essential priorities for both businesses and clients, with salons increasingly seeking to serve diverse needs, including those of neurodivergent clients and LGBTQIA+ communities. Creating inclusive, safe spaces is not just a trend—it’s a critical way to foster loyalty and meet the evolving expectations of clients.
While the industry faces economic challenges, such as rising material costs and staffing issues, these pressures also serve as a reminder of the importance of mental health and resilience for business owners. Many are reporting high stress levels, underscoring the need for solutions that support both the mental and operational well-being of beauty professionals.
Looking ahead, embracing technology is more crucial than ever. Beauty businesses are investing in digital tools like automated scheduling, online booking, and client management systems to stay ahead of the curve. These technologies not only streamline operations but also create seamless, personalized experiences that clients now expect. By embracing these digital solutions and staying attuned to emerging trends, beauty professionals are positioning themselves for a successful and thriving 2025. The year ahead promises great things—by preparing for these shifts and opportunities now, businesses can unlock new growth, stay competitive, and foster long-term success.
Methodology
To uncover the trends shaping the hair, beauty, and wellness industry, Vagaro conducted comprehensive research throughout 2024 to analyze consumer behavior and forecast impacts for 2025. A mixed-method approach, combining quantitative and qualitative research, was employed to produce these insights. This included collaboration with Talker to support panel research, as well as in-depth interviews with Vagaro business users and beauty and wellness consumers across the globe.
Experts & Contributors
Interviewed Experts:
Fred Helou - CEO & Founder, Vagaro
Charity Hudnall - CMO, Vagaro
Damilola Adejonwo - Makeup Artist, Social Media Influencer
Rochelle Raye Anthony - Owner, The Dollshouse Salon & BBC Apprentice Runner-Up
John Mosley - Celebrity Barber, Founder & CEO, Popular Nobody
Renee VanderHorst - Cosmetologist, Esthetician, & Vagaro Product Marketing Manager
Cecilia Marie - Owner, Sweet Surrender Studio
Contributors:
Elizabeth Olveda - Sr. Communications Manager, Vagaro
Kiran Kaur - Product Manager, Vagaro
Megan Crowley - Social Media Manager, Vagaro
Hailey Chisholm - Design Manager, Vagaro
Kenny Jong - Photographer, Vagaro
Adam Durso - Content Writer, Vagaro
Zach Stewart - Content Writer, Vagaro
Kitera Dent - Sr. Creative Director
Mia Tomtania - Art Director
Mariah Ford - Project Manager
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