Beauty salons in Russia began to earn more

In 2024, the beauty salon industry in Russia was recovering from the difficult years of the pandemic and economic instability. At the same time, their real income increased by 6%, according to the results of a study by analysts at Tochka Bank and Yandex.Maps, which were reviewed by Izvestia on March 13.

"The growth of median turnover is the median turnover of SME salons (small and medium—sized businesses. — Ed.) in January 2025 amounted to 214,240 rubles. This is 16.02% higher than in January 2024. Adjusted for inflation, real income growth is 5.93%. <...> As of the end of January 2025, 79,046 such organizations were registered in Yandex.Maps, which is 15.4% more than in January 2024," the experts noted.

At the same time, according to the Unified State Register of Legal Entities and the Unified State Register of Legal Entities, 15,131 salons were liquidated last year. This is 2.36% more than in 2023.

Analysts drew attention to the uneven distribution of salons across the country. Almost half of all the regions marked on the maps are in 10 regions: Moscow, the Moscow Region, the Krasnodar Territory, St. Petersburg, the Rostov and Sverdlovsk Regions, the Republic of Tatarstan, the Samara Region, the Novosibirsk Region, and the Republic of Bashkortostan.

Moscow remains the country's largest beauty market, with about 10,000 salons. The expert noted the trend in this city towards steady demand in the premium and medium segment, as well as high competition, which forces players to offer new formats of services. So, niche salons are developing (with Korean cosmetics, specialized care procedures), express services are growing - fast procedures are becoming more popular among busy customers. In addition, digital platforms for booking and promotion are actively used.

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

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

At the same time, Krasnodar Krai has become one of the fastest growing regions in terms of the number of operating salons. According to Yandex Maps, as of January, almost 5,000 salons were operating in this city, which is 25% more than in 2024.

"Tochka analysts attribute this trend to several factors. Active tourist season — the salons are focused not only on locals, but also on tourists. Migrant flow — in recent years Krasnodar has attracted migrants from other regions, which increases demand. [There is also] the development of spa resorts and wellness centers that complement the beauty sector," the study says.

Earlier, on March 4, it was reported that the peak spending of Russians on services in hairdressers and beauty studios falls on weekends. The number of salon visits on weekends is one and a half times more than on weekdays. At the same time, in February, the average receipt for beauty services amounted to 2.3 thousand rubles, compared with 2024, it increased by 17%, according to VTB data.