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SEARCHFrom immune health to intellectual wellbeing, America's definition of wellness is expanding, opening up exciting new service opportunities for salons and spas willing to embrace new wellness services.
After surveying more than 16,000 general population adults in the 50 largest cities in the United States, Mindbody releases its 2022 Wellness Index, one of the wellness industry's most extensive studies. This year, the study foresees great opportunity for growth in the industry as recent trends reveal the definition of wellness is evolving to be more inclusive of intellectural wellness, immune health, sexual wellness and more.
Some of the leading trends include:
From the inside out: Increased interest in immune health. In 2022, an increased focus on immune health is expected to continue, with one in five Americans having tried new services or treatments that supportun immune health and another 46% saying they are interested in trying those service moving forward.
Intellectual wellness: Your biggest asset. More than a quarter of Americans ranked inteleectual wellness--which encourage one to explore new concepts, enhance skills and challenge the mind--in the top three most important dimensions of wellness. However, only 50% of Amercians say they spend time on creativity and stimulating activities--allowing for much growth in this market.
Mental wellness is a top priority. Over a third of Americans ranked mental health as the most important dimension of wellness. About half of America agreed that the pandemic has negatively affected their mental wellbeing. In the past year, 37% of Americans have incorporated physical fitness into their routine to help support their mental wellbeing, while 14% have added yoga and 9% have added wellness treatments like acupuncture to their routines.
Sexual wellness is taboo no more. Sexual wellenss is a facet of wellbeing that's been historically kept behind closed doors--but it's time to break those doors wide open. From sex therapy to vaginal steaming to erectile dsyfunction treatments, the once-taboo topic is becoming mainstreatm and 32% of Americans are actively seeking information or resources to help them improve their sexual wellness or skills.
Facial exercises are the new burpees. Millennials are leading the way on this trend, with 36% reporting interest in or already participating in facial exercises. Nearly three in ten respondents already do or are interested in doing facial exercuses ti tibe their face muscles, like face yoga.
Pets and Wellness: Wellness isn't just for humans anymore. With 20% of U.S. households adopting a dog or cat since the beginning of COVID-19, consumers are on the lookout for pet-friendly wellness experiences. 41% of consumers are interested in going to pet-friendly salons or spas, with Gen Z and millennials expressing the most interest (over 50%) in pet-friendly establishments.
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.
