The State of Beauty and Wellness in 2026

The beauty and wellness industry looks healthy on the surface, but Zenoti’s 2026 Benchmark Report tells a more nuanced story. While total industry revenue grew 6% with new locations included, same-store growth held flat at 2%—signaling that organic momentum has stalled for many operators. Meanwhile, new guest acquisition declined across all eight verticals measured, worsening from the prior year. The businesses that are outpacing the average share three characteristics: they invest in retention, they leverage technology strategically, and they optimize for the right metrics. This white paper gives salon and spa owners an unfiltered look at where the industry stands heading into the second half of 2026, complete with benchmarks across revenue per location, average ticket size, staff utilization, and online booking rates—so you can see exactly how your business compares. 

• Why same-store growth has plateaued at 2% and what it means for operators still relying on acquisition-led strategies 

• How new guest visits declined 10% industry-wide—and which verticals are feeling it most acutely 

• Where expansion is concentrated: nail studios (20% center growth), medical spas (18%), and non-membership spas (13%) are leading the charge 

• The membership advantage: salons with membership programs grew revenue and retained guests at 4x the rate of those without 

• Aspirational benchmarks across five key metrics so you can pinpoint exactly where your business has the most room to grow