Hair color services are on fire, clients are seeing more value in the consultation, and nail artists are increasingly being asked to skip the soak.
Those are some of the findings within GlossGenius’ annual Glossed Beauty & Wellness Report, based on data from about 100K beauty and wellness professionals in the U.S. who use its salon and spa software.
The data measures client service bookings in the categories of Medspa, Hair, Nails, Esthetics, Makeup, Lash & Brow, Massage & Wellness, Barber, Tattoo & Piercing, and Tanning.
The categories with the highest rate of fast-growing services were hair and nails, with hair color leading the charge in salons and barbershops.
Among the hottest trends:
1. Hair color services went ballistic in 2025. Since the prior year, bookings of root touch-ups in salons increased by 185%, partial highlights by 133%, toner by 126%, and full highlights by 126%, the report says. Among barbershop customers, color consultations and partial foils spiked.
Stylist consultations rose as well, with clients scheduling 138% more pre-service convos than in 2024.
2. Dry manicures were the big thing in 2025 nail care, with 150% more clients asking their nail techs to use lotions, oils, and heat treatments instead of water to prep their nails.
3. Eyebrow threading benefited from 2025’s clean-girl aesthetic, with the precise, chemical-free shaping method rising by 144% since the previous year.
Dermaplane facials were another hot item for estheticians and medspas, appearing in both the most popular and fastest-growing service categories.
For hair services, the highest-ticket services were among the most popular, with highlight and haircut ranking as #1. The rest of the high-ticket items were extensions services: K-tip extensions, new extensions install, K-tip removal, and 2-row extension installs rounding out the top five.
Here are the most popular services booked per category.
BARBER
- Beard trim
- All-over color
- Haircut
- Men’s haircut
- Bang trim
Top Growth in Barber Services:
- Hot towel shave: +55.3%
- Color consultation: +46.3%
- Deep conditioning treatment: +33.8%
- Kids haircut: +31.8%
- Partial foil: +26.8%
ESTHETICS
- Dermaplane facial
- Back facial
- Express facial
- Custom facial
- Teen facial
Top Growth in Esthetics Services:
- Dermaplane add-on: +34.7%
- Vajacial: +28.5%
- LED light therapy: +27.2%
- High frequency add-on: +25.6%
HAIR
- All-over color
- Bang trim
- Partial highlight
- Haircut
- Men’s haircut
Top Growth in Hair Services:
- Root touch-up: +184.5%
- Consultation: +138.4%
- Partial highlight: +132.8%
- Toner: +126.1%
- Full highlight: +126%
LASH & BROW
- Lash removal
- Volume full set
- Hybrid full set
- Brow wax
- Classic full set
Top Growth in Lash & Brow Services:
- Brow threading: +143.8%
- Brow wax shaping: +64.6%
- Fill: +55.8%
- Brow lamination: +53.9%
- Brow wax & tint: +52.4%
MEDSPA
- Lip flip
- Microneedling
- Dermaplaning
- Chemical peel
Top Growth in Medspa Services:
- Dermaplane add-on: +31.7%
- Microneedling: +27.1%
- Signature facial: +17%
- Laser hair removal: +15.8%
- Teen facial: +12.6%
NAILS
- Gel manicure
- Soak off
- Nail repair
- Acrylic fill
- Manicure / Dry manicure
Top Growth in Nail Services:
- Dry manicure: +150.1%
- Cat-eye nails: +81.1%
- Hard gel: +69.8%
- Gel manicure: +66%
- Nail art level 3: +63.7%
MAKEUP
- Brow wax
- Microblading
- Lip blush
- Lash lift & tint
- Brow lamination
Top Growth in Makeup Services:
- Soft glam: +23.1%
- Powder brows: +22.6%
- Lip blushing: +14.4%
MASSAGE & WELLNESS
- Scalp massage
- 90-min. massage
- 60-min. massage
- Deep tissue massage
- Swedish massage
Top Growth in Massage & Wellness Services:
- Aromatherapy scalp massage: +37.3%
- 60-min massage: +29.8%
- Lymphatic drainage massage: +22.8%
- 2-hour massage: +20.3%
- Hot stone massage: +19.8%
TANNING
- Spray tan
- Custom spray tan
- Rapid spray tan
- Mobile spray tan
Top Growth in Tanning Services:
- Mobile spray tan: +14.1%
The report includes other insights as far as client expectations and client acquisition: 44% of client respondents said they reject businesses with poor reviews; 44% prefer login-free online booking, and 52% wouldn’t book a service without prices listed online.
Subsequently, the top ways beauty and wellness businesses said they acquired new clients were by actively growing their 5-star reviews; offering login-free online booking; and adding professional service photography to their websites.
Appointments jumped by 60% among businesses who linked their reviews to their Google Business Profile, the report says.