New research from Mintel, in partnership with Salon International and Professional Beauty UK has revealed that trust, technology, and transparency are set to define the UK salon industry in 2025. According to the report, 54% of consumers consider independent salons more trustworthy than branded chains, while 67% prefer in-person consultations over digital tools, highlighting the enduring value of personalised expertise.
Consumers are increasingly looking for preventative aging solutions, with 44% interested in analytics that predict how their skin or hair will age and 44% worried about not doing enough in their grooming routine. This slow-aging trend creates opportunities for salons to educate clients on treatments that maintain youthful, healthy hair and skin.
Technology in salons can also enhance treatment transparency and perceived value, such as AI-powered scalp scans that show immediate results after a treatment, helping clients understand the benefit of their salon experience.
Mark Moloney, Managing Director of Salon International and Professional Beauty, said: "Our partnership with Mintel provides an invaluable resource for the industry, arming salon owners, stylists, and professionals with clear insights into what clients really want in 2025. Trust, transparency and technology are reshaping the way treatments are delivered. Consumers are looking for expertise they can believe in, experiences that feel worth their time, and innovation that enhances results. These insights help us all adapt and continue setting the benchmark for professional excellence."
Jane Henderson, Founder and Chair of Mintel Beauty & Wellness, also added: "The profound connection between UK hairdressers and their clients often plays a vital role in individuals' lives. In these uncertain times, prioritising well-being has become essential, and the hairdressing industry transcends the ordinary, revitalising and uplifting everyone who walks through their doors. It's no surprise that statistics reveal a remarkable loyalty among clients, highlighting the importance of this relationship in fostering joy and confidence.”
Technology and Innovation Transforming Treatments
The study shows a growing appetite for tech-driven beauty treatments, with 30% of clients interested in anti-ageing beauty technology and 25% exploring hair-quality innovations such as exosomes and RF microneedling. Salons adopting these cutting-edge solutions are well-positioned to gain a competitive advantage in the evolving market.
Balancing Performance and Sustainability
Sustainability remains an important consideration, with 46% of consumers seeking environmentally conscious salons. However, 68% prioritise performance and results over eco-claims, underlining the need for salons to deliver both effective treatments and responsible practices.
Innovative approaches, such as salons offering refillable shampoo and conditioner by weight, or showcasing eco-friendly brands like Oway, allow salons to combine sustainability with high-performing results, meeting consumer expectations on both fronts.
Haircare and Inclusivity Remain Key Drivers
Haircare continues to lead salon services, with 44% of UK adults receiving a haircut or trim in the past year. Curly, coily, and textured hair consumers often struggle to find suitable products and tutorials online, while consumers with medium or dark skin report challenges finding staff knowledgeable about their needs. Salons that train staff in inclusive care techniques and communicate expertise can strengthen trust and attract underserved communities.
Salons are also catering to neurodivergent clients and specific community needs, such as private spaces for prayer or removing mirrors during treatments, creating a more inclusive and comfortable salon experience.
The Evolving Treatment Consumer
Financial confidence influences treatment choices. While 60% of UK adults feel the cost-of-living crisis persists, haircare spending remains resilient, with 41% prioritising hair even during tighter budgets. Smaller, targeted add-on treatments can increase spend without alienating clients.
Demographics are shifting, with older consumers (65+) more engaged in professional hair treatments than younger groups, offering a growing market segment. Meanwhile, urban versus rural access affects skin treatment uptake, highlighting opportunities to make targeted, convenient treatments more available.
Clients are increasingly seeking holistic, inside-out beauty solutions, using supplements for wellbeing alongside professional treatments. Approximately 51% of UK adults use beauty supplements, often prioritising mental wellbeing over purely aesthetic benefits.
Trends in Treatment Discovery
Social media is a powerful driver of treatment discovery:
- 44% of UK social media users learn about beauty or grooming trends online
- YouTube is considered the most trustworthy platform, with 50% of users finding beauty content informative and 40% trustworthy
- Trends such as Japanese head spas, K-beauty-inspired treatments, digital perms, Cinderella smoothing treatments, and hard water detoxing are gaining traction.
Online reviews remain influential: 37% of UK adults who had professional treatments often leave reviews, but 63% do not. Encouraging review submissions and integrating them into social media advertising can improve discovery and credibility.
Key Takeaways for Salon Professionals:
- Independent salons lead on consumer trust (54%)
- Haircare spending remains strong despite economic pressures
- Tech and data are the next frontiers in treatment innovation
- Clients value performance but increasingly consider sustainability efforts
