MENU
SEARCHAs we surpass the midpoint of 2023, salon and spa owners can look to industry trends to provide a map of where the industry is headed and how they can better serve their clients.
*This article was repurposed with permission from SASSI.
Over the last few years, the beauty industry has proven its resilience with salon and spa professionals quickly adapting to support consumer needs and grow their businesses. As we surpass the midpoint of 2023, salon and spa owners can look to industry trends to provide a map of where the industry is headed and how they can better serve their clients.
Self-care & Wellness
While many saw the rise of self-care and wellness in 2020 as a passing fad, consumers are still committed to health and wellness and are looking for new ways to do so every day. Light therapy, for example, has had an emergence in 2023 as consumers search for services to help repair skin, manage pain or promote hair growth. Once a service restricted to licensed professionals; consumers can now purchase their own at home light therapy devices. As such, salon and spa professionals offering services such as light therapy must offer a level of expertise, knowledge and customer service to prove their value to clients.
Salon and spa pros should also consider making an effort to understand what low-cost, at home tips they can offer clients to support self-care and wellness. Meditation, for example, is a well-known tool to help reduce stress and anxiety and manage pain. To fit such practices into consumers’ busy schedules, many have begun to practice in shorter bursts, known as micro meditation. Having insight into such tools allows salon and spa owners and operators to provide an above and beyond level of service to customers.
Personalization
While the beauty industry has adopted technology to offer new services such as light therapy over the years, in 2023 the industry is increasingly using technology to provide consumers with more personalized experiences. Companies have begun to leverage artificial intelligence (AI) to provide personalized products to consumers. From makeup and haircare products to vitamin packs, consumers can now take a quiz or provide a DNA sample for companies to use to identify products specific to their needs.
The personalized concept is not new to salon and spa professionals, however the technology behind it is. Salon and spa professionals can use this increased interest to create personalized beauty programs for their clients. We know clients want to be heard and understood, and salon and spa professionals can leverage their skills and expertise, in addition to new technology, to provide an added benefit that technology alone cannot deliver.
Green is here to stay
In addition to new trends and technology, sustainable beauty continues to be a key concern for many consumers. Today’s consumers want to know that every ingredient in the products they use serves a purpose and supports their goals. More advanced skincare, such as multi-step routines for example, has maintained its time in the spotlight. Many consumers are arming themselves with research to know what ingredients and products are best for both their needs and the environment. This creates an opportunity for salon and spa professionals to better understand what their clientele need from the products they offer as well as how those products are made, the ingredients that are used and the potential environmental impact. It is important to understand these products and ensure you are not making or marketing false promises as more companies attempt to jump on the sustainability bandwagon. The beauty industry is ever-changing and while it may be difficult for salons and spas to keep up, it is crucial to the success of any business. Staying up to date on the latest trends can help ensure clients are getting the nuanced, personal experience that ultimately keeps them coming back and recommending your services to their networks. As we dive into the second half of 2023, consider what your clients and prospective clients might ask about and how you can fit their needs before the questions come up.
Kathy Lopez, Account Manager for SASSI, the Salon and Spa Specialty Insurance program at Brownyard Group. She can be reached at klopez@brownyard.com.
After moving to Colorado and teaching at a cosmetology school, Allison Stock joined Zandi K as a stylist, eventually becoming part of the Leadership Team, Education Team and Master Bridal Team. Today, as Director of Operation, Stock is Owner Nicki Wenz's right hand, managing human resources and operations, education and career development, and coaching and culture.
The company's Concealed Bead Method is raising the bar for what professional extension education can deliver.
Scott maximized her micro-salon by transitioning from stylist to strategic owner, focusing on recruiting and station-sharing. By prioritizing her ownership role over behind-the-chair work, she grew her team to six stylists within the two-chair, 150-square-foot space before eventually moving to a larger facility.
The former CFO of Perdue Farms and owner of Hardy Seafood, Terry Owens delivers a wealth of wisdom and strategies for entrepreneurs in his new book, "Business is Simple."
After scaling her single-location salon business, SALON TODAY 200 Honoree Amy Pal recently sold her six-location Whip Salon for seven figures. Using the six Ps for maximizing a business's value, she's ready to help her peers do the same.
Buried inside the One Big Beautiful Bill Act are federal solar tax credit changes that deserve your attention now. Two of the credits that matter most to commercial property owners, the Investment Tax Credit and the Production Tax Credit, are still available, but only if you move fast. A third, the Commercial Building Energy Efficiency Deduction, has a hard termination date that is closer than most people realize.
Up to 40% of hair stylists ghost the salon interview stage, leaving owners trapped playing endless phone tag with uncommitted applicants. This data-driven report breaks down why traditional job boards create recruitment friction and reveals the modern messaging strategies high-growth salons use to get pre-qualified talent to actually show up. Learn how to transition from cold calling to high-conversion conversations that protect your time and fill your chairs.
Sponsored by Beautista
Spit fests, hostile threats, and even an overachieving matchmaker--SALON TODAY readers share their craziest client tales and how their team handled these tough situations with professionalism and grace.
Keeping your appointment book full when clients are in vacation mode takes more than a good Instagram post. It takes a plan. The 2026 Summer Marketing Calendar from Meevo gives salon, spa & med spa owners a month-by-month roadmap with sharp themes, key opportunity dates, and campaign ideas specifically designed for the beauty & wellness industry. Here’s to your summer season working as hard as you do!
Sponsored by Millennium Systems International
AI is transforming the beauty and wellness industry, and the future is about empowering people, not replacing them. Discover how Phorest AI helps salons, spas, and med spas across North America respond faster, personalize every visit, and keep human connection at the heart of the client experience.
Sponsored by Phorest
Owner Michaella Blissett-Williams credits her General Manager Gloria Hortua with [salon] 718's year-over-year, double-digit growth and says she's been able to scale the company to eight locations because she can rely on Hortua to manage daily operations.
Shine Time: Aluram’s High Shine Line Delivers Moisture and Shine with Clean Ingredients
Sponsored by Aluram
Elyse Rogers is an uplifting presence at The Headroom who makes the team feel heard even in stressful situations. Owner Danielle Cherewyk sings her praises in this installment of Meet the Manager.
Despite a slight and predictable decline in client traffic for Q1, resilient pricing power is driving year-over-year revenue growth in salons. The KIM Report's Alain Audet reviews the data and what it's telling us about the state of professional beauty.
Same-store revenue grew just 2% for the second straight year—and new guest visits declined across every segment of the industry. The 2026 Benchmark Report reveals where growth is actually happening, which verticals are pulling ahead, and what the data says about where your business stands right now.
Sponsored by Zenoti
Hair restoration is entering a new era driven by regenerative science. This paper explores how Exosome technology is transforming treatment outcomes by targeting hair loss at a cellular level. Discover why EXOGROW is leading this shift.
Sponsored by Dermapenworld
A salon brand is much more than a logo. In this thought-provoking blog, Leon Alexander, Ph.D., walks you through the difference. SALON TODAY suggests sharing this article with your team and leading a discussion at your next huddle, asking the team to define your business's brand.
