A new trend report reveals a significant transformation in the beauty and wellness industry, moving towards inclusivity as traditional gender norms are challenged and redefined.
The conversation surrounding gender identity is undergoing a significant transformation, moving from traditional binary concepts to more fluid and inclusive understandings. This shift is prompting a reevaluation within the beauty and wellness industry, which historically has been shaped by rigid gender stereotypes. The emerging trend seeks to ensure that all individuals, regardless of gender identity, can access and enjoy services without feeling excluded or misrepresented.
Fresha, a leading platform widely used in the beauty sector, has published its inaugural trend report in collaboration with WGSN. This analysis, which incorporated over 1,000 consumer surveys spanning three continents and scrutinised data from 600 million bookings, highlights current trends and anticipates future directions within the industry. Central to this report is the evolving dialogue about gender, which is rapidly departing from a binary viewpoint towards a more nuanced and open mindset.
Historically, beauty standards have leaned heavily on traditional gender norms. Yet, brands like Harry Styles’ Pleasing in the United Kingdom and Taylor of Brooklyn in the United States are championing a shift towards inclusivity. Despite these advances, many beauty and wellness venues continue to operate within conventional gender frameworks. Tina Michael, founder of Shoreditch Nails, criticises prevalent beauty course teachings that segregate services based on flawed gender assumptions, such as “men have short nails, women have French manicures,” which she argues are obsolete in today’s diverse society.
In hair salons, a significant cultural shift is occurring, driven by the recognition that hairstyles are not inherently gendered. This shift is echoed online, with the hashtag #HairHasNoGender gaining traction on platforms like TikTok. Some salon owners, like Chris Ward of London-based Huckle, have responded by dropping gendered terms from their business names to foster inclusivity. Ward contends that prices should not differ based on gender but rather should reflect the nature of the service provided—short hair styling, for example—regardless of the client’s gender.
Unisex salons such as Hairrari, which has locations in New York, Los Angeles, and Portland, are embracing this ethos by allowing clients to book services according to hair length and skill level rather than gender, and offering the option to specify pronouns during appointments. This approach aims to make services accessible and comfortable for all, accommodating a variety of identities.
The provision of gender-affirming care, particularly for those undergoing procedures like top surgery or facial feminization, is another advancing frontier within the industry. Pansy Esthetics, a studio in Los Angeles that is Black- and queer-owned, focuses on serving BIPOC and LGBTQI+ communities. They offer post-operative treatments designed to aid in the recovery process both physically and emotionally, acknowledging the unique challenges faced by those undergoing gender-affirming surgeries.
The pursuit of inclusivity is not merely a trend but a business imperative, likely to foster long-lasting customer loyalty, particularly among non-binary and transgender individuals who value businesses that recognise and support their identities. Growth in this sector is anticipated not only in cosmopolitan areas but also more broadly across various regions.
Looking forward, the beauty and wellness industry’s trajectory is projected to move decisively away from gender-based assumptions. By 2024, it is expected that more businesses will integrate gender-neutral language in their service menus. By 2027, pricing structures may pivot towards reflecting service and expertise rather than gender. Beyond 2028, a notable increase in specialised treatments for communities recovering from gender-affirming surgeries is anticipated, further broadening the industry’s commitment to inclusivity.
The overarching goal is to create an environment where beauty is an expression of individual identity without boundaries, allowing everyone to express themselves freely and authentically. This evolution marks a significant and promising shift towards a more inclusive future for the beauty and wellness industry.
Source: Noah Wire Services