Introduction

INTRODUCTION

The beauty and personal care industry is filled with creative and innovative professionals. Many businesses were already ahead of the curve in their adoption of automation and other technologies. That fearlessness has been essential in helping what were largely inperson
businesses adapt during the pandemic. Beauty businesses added new revenue streams, taught people how to cut their own hair through video tutorials, started selling products on social media, and curated kits to allow customers to experience the spa at home.

The result? The personal care industry became even more entrenched in people’s lives. Consumers have a newfound appreciation for personal care professionals and the role they play. In fact, 78% of consumers say going back for regular personal care services is important for a sense of normalcy, with 40% saying they strongly agree with that sentiment.

As customers return to in-person services, what will the future look like for the industry? How can beauty and personal care businesses build on the changes they’ve already made and turn the multifaceted relationships they’ve developed with customers into ongoing revenue generation?

For the first annual Future of Beauty report, Square partnered with Wakefield Research to survey 500 spa and salon owners as well as 1,000 consumers and collected insights from experts to share how the industry is making waves — and what to expect in 2022. The Future of Beauty report provides a look at how innovative operators are investing in their beauty businesses. Inside, you’ll find inspiration, strategies, and tools that can help your spa or salon in the year ahead.

01 Introduction →

02    Customer safety →

03    The omnichannel booking experience →

04    Sell everywhere →

05    Conversational commerce →

06    Social commerce →

07    Business expansion →

08    Methodological notes →

"Businesses in this space have faced many challenges and, in return, demonstrated incredible resilience. While client expectations continue to change, businesses are better positioned to deal with these seismic shifts by leaning into new, innovative ways of connecting with clients.”

Willem Ave
GM of Square Appointments