Russians talked about their priorities in self-care

Among the men surveyed, 36% take care of their appearance and regularly take care of themselves, and every second (50%) resorts to grooming procedures from time to time. Among women, 59% pay regular attention to procedures, choosing both beauty services and home options. This follows from the results of a survey conducted by the Avito Services platform, which was reviewed by Izvestia on March 19. Experts learned about the priorities of Russians and how much they are willing to spend.

Men primarily support beauty and health through physical activity (66%), balanced nutrition (50%), and hair care (48%). For women, the most significant procedures are facial skin (84%) and hair (82%), as well as manicure and pedicure (72%). Balanced nutrition plays an important role for 60% of the respondents, while physical activity plays an important role for 55% and massage plays an important role for 48%.

Among the surveyed Russians, 51% turn to beauty specialists at least once a month, and 16% of them visit specialists more often, 13% choose exclusively home treatments. Among men, only one in three regularly uses the services of beauty specialists, while 45% prefer to perform all procedures, including haircuts, at home.

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

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

Hairdressers and colorists are the most in demand among Russians (78%). Manicure and pedicure occupy the second place (51%) in popularity, massage is more popular among men (38% versus 25% for women), but in general it is in demand approximately equally in all age groups. Cosmetic procedures are more often chosen by women (29% versus 13% for men).

However, 30% of Russians are willing to spend up to 3,000 rubles a month on self—care, and another 27% are willing to spend up to 5,000 rubles. Only 12% of the respondents allocate more than 10 thousand rubles for this. On average, Russians in the country are willing to pay 4,700 rubles per month for care procedures and funds.

Earlier, on March 4, it was reported that the peak of spending on services in hairdressers and beauty studios falls on weekends. The number of visits to beauty salons at this time 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.