Russians began to spend more money in beauty salons

The peak of spending on services in hairdressers and beauty studios falls on weekends. The number of visits to beauty salons on weekends is one and a half times more than on weekdays. In February, the average bill for beauty services amounted to 2.3 thousand rubles, compared with 2024, it increased by 17%, according to VTB data, which was reviewed by Izvestia on March 4.

"The holiday season has arrived, so it is not surprising that the demand for services in beauty salons has increased. According to our data, the number of payments in such studios almost doubled in February, and the average receipt increased by 17%: people are willing to spend money on their beauty in the festive rush," said Rostislav Yanykin, head of the transactional retail business Department, Senior Vice President of VTB.

Residents used the most services in beauty salons Moscow and the Moscow Region (33% of the total number of visits), the Volga Federal District (12%), the Siberian Federal District (11%), the Ural Federal District (9%), as well as St. Petersburg and the Leningrad Region (8%).

Full cost: beauty salon services went up by 15% in January

What this is due to and how businesses are trying to retain customers

The credit institution added that the North Caucasus Federal District had the lowest number of payments, and the average check was the highest — 3.1 thousand rubles. Moscow ranks second with a check of 2.8 thousand rubles, and St. Petersburg - 2.3 thousand rubles. In the Central Federal District, the average check does not exceed 1.5 thousand rubles.

Beauty salons and hairdressers in the last winter month were more popular not only among women, but also among men. Nevertheless, men are 7% behind in the number of payments: in February, women used the services more than 177 thousand times, and men — more than 164 thousand. For women, the average check is higher: 2.5 thousand rubles versus 1.4 thousand rubles for men.

Earlier, on January 27, Tkachenko told Izvestia that there are several trends in the beauty industry in 2025, including environmental friendliness and transparency of cosmetics formulations. According to her, consumers have become more and more interested in the composition of funds.