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 with bold lashes leading the way. Bookings of lash extensions, as a category, were up by +36%, 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. Over 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, recently jumping up +621% from previous periods. Watch this space.
Want more of what’s hot (and what’s not) this year?
Check out the full Beauty Trend Report
FAQs
How many waxing treatments were booked in London last year?
469,475 waxing treatments were booked in London over the past year. This number is higher than the entire population of Newcastle, which is 447,446. The demand for hair removal services continues to rise, making waxing a key treatment to offer in your salon.
How fast are lash extension bookings growing?
Lash extension bookings saw a rise of 36% as a category, with Russian Lashes specifically increasing by 794%. Russian Lashes involve applying up to 8 artificial lashes per natural lash. Offering this trending technique can help you capitalise on growing demand for bold lash looks.
When are most beauty treatments booked during the week?
Friday evenings are the busiest time for beauty bookings, with around 88,000 bookings each Friday. Mondays are less popular, averaging 55,000 bookings. Consider extending your Friday hours to cater to client demand and maximise bookings.
How popular are male intimate waxing treatments becoming?
Over 13,625 male intimate waxing treatments were booked, showing significant growth for this service. This number surpasses even the number of people named Gary, Ian, Donna, and Karen. The popularity suggests a growing male client base seeking specialised waxing services.
What is the growth rate for dermaplaning treatments?
Dermaplaning treatments have increased by 621% recently. This facial treatment offers both shaving and skin exfoliation benefits. Adding dermaplaning can help attract new clients seeking trending skincare services.
