Dear reader,
Beauty trends come and go, and some come back again. That’s what makes this industry so fascinating. Whether it’s a new styling technique, revolutionary skin care, or the most iconic nail set you’ve ever seen (or done), the magic behind the glow-up hinges on beauty businesses’ success — or even by simply making ends meet — and seems a little more complicated than it’s been in years past.
That hasn’t stopped beauty businesses from innovating, adapting to challenges, and upping the ante. Whether you own a hair salon or a day spa, clients’ reliance on their trusted beauty pros isn’t going anywhere. In fact, the proof is in the paper. While consumers are lowering their budgets in other categories, they're not cutting back as much on beauty and personal care needs. Beauty pros around the world are taking note and trying to set themselves apart from the competition, changing the game when it comes to marketing, loyalty programs, elevated experiences, and techniques we’ve never seen.
In the 2025 Square Future of Beauty report, we want you to get inspired (and excited) about what you can do with the data available. Keep it handy, reference it throughout the year, and use it to get crafty about planning your future — because if creativity is born out of necessity, the beauty industry’s outlook will be more creative than ever in the next year to come.
— Catherine Morrison, Square product lead, Health and Beauty
