Looking backward: 5 things we learned about hair & beauty from 2019

New decade, new rules. Beauty booking behaviour is changing quicker than ever as consumers embrace an ever more digital world. But what does that actually look like?

We took a deep dive into our huge data pool here at Treatwell to find out what we could learn from the last 12 months about how (and what) consumers around the UK are booking when it comes to their hair and beauty.


1.  More people got a wax in London last year than everyone who lives in Newcastle

Less hair. More bookings. Continuing the upwards trend for hair removal we’ve seen across the industry, beauty bookers down south got stuck into 469,475 waxes last year – more than the whole population of Newcastle (coming in just short at 447,446). Smooth.

2. Lashes are getting more extreme

The 60s are swinging back around in 2020 with bold lashes leading the way. Bookings of lash extensions, as a category, were up by +36% in 2019, but with Russian Lashes (the technique that adds up to 8 artificial lashes per natural lash) increasing in bookings by a whopping +794%, we think this is the one to keep an eye on.

3. Friday really is the new Friday (at least for beauty)

Not going “out out” this Friday? Neither are (roughly) 88,000 other people. Throughout the whole year, Friday evening proved the most popular times-slot of the week for consumers booking their treatments. Monday was the least popular, with an average of just 55,000. Time to extend your hours?


4. More men got an intimate wax than are named Gary

Male hair removal treatments continue their quiet – but meteoric – rise. In 2019, 13,625 people booked in for an intimate wax. That’s more than everyone called Gary. (And Ian, Donna and Karen, too). It’s pretty popular.


5. Dermaplaning looks set for smooth sailing

The half-shaving/half-skin exfoliation facial treatment is gaining in popularity fast, jumping up +621% last year from 2018. Watch this space.


Want more of what’s hot (and what’s not) this year? 

Check out the full Beauty Trend Report 2019 – 2020Download and keep for free now. 


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Liam Clifford

Liam is an experienced B2B marketer and our editorial lead, managing day-to-day editorial operations. Together with Treatwell, he’s helping businesses in the hair and beauty industry grow bigger and shine brighter online.

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