5 beauty trends worth following in 2024 and beyond

Focusing on key elements of the client experience, such as automated scheduling, contactless payments, and expanding your retail offerings, can help your salon step ahead of the competition. Here are a few beauty trends to try that can help your salon stay competitive as the market evolves. 

1. Offer effortless scheduling

In today’s self-serve market, many customers appreciate the ability to schedule and manage their appointments independently. Start by building a pricing page on your website that clearly shows the services you offer, their prices, and the duration of the treatment to help customers determine what they need. 

Then, integrate appointment scheduling software that helps you track appointments, schedule reminders, allow customers to make appointments online, and send out automatic confirmations via email, text, or phone call. Clover Services Growth SaaS can help you stay on top of appointment schedules, saving you time and money–and improving customer satisfaction. 

Another option is to offer subscriptions or memberships to help streamline appointment scheduling. Membership revenue models work well for massage and nail salons, where customers will reliably need services on a frequent, regular cadence. By pre-paying for a membership, your salon benefits from predictable revenue, and the customer can plan their appointments well in advance–resulting in fewer no-shows. 

2. Expand into retail

Many salons already offer a selection of products in addition to their services, and experts say expanding retail further is a beauty trend worth investing in. Gen Z and Gen Alpha–the generation following Gen Z–are showing a strong preference for splurging on beauty products. 

“NielsenIQ data says that 61 percent of Gen Z shoppers are buying luxury beauty–higher than Gen X and Boomers, but two percentage points under Millennials–with that spend growing at the same pace as the mass market. Gen Z is also outspending Millennials in facial skin care and hair care, while the two are neck-and-neck in makeup,” reported WWD. 

Expanding your salon’s retail offering also opens a new revenue stream for your business, as well as the opportunity to sell online. Clover’s inventory management tools make it easy to keep an eye on stock levels so you can reorder when necessary. Once you have a solid understanding of your best-selling items, you can start to promote subscription boxes, product-focused in-store events, and cross-selling and upselling opportunities. 

3. Highlight the connection to wellness

The beauty industry is starting to collide with the so-called “wellness industry,” products and services designed to promote physical, mental, and emotional well-being. For the beauty industry, integrating elements of wellness into the salon experience can help create the premium customer experience that many clients seek. 

“As consumers are increasingly engaging with beauty products and services to not only look good but also feel good,” wrote McKinsey. “Wellness-inspired products—such as skincare and makeup with probiotic and Ayurvedic ingredients, ingestible supplements, and beauty devices like LED face masks—have already captured the attention of consumers embracing greater self-care and mindfulness in their post-pandemic daily routines.” 

There are inexpensive ways to focus on wellness in your salon experience. Offer customers water infused with mint and cucumber, burn an aromatherapy candle, or dim the lights while a client’s color develops to create an elevated experience.  

4. Incorporate sustainability holistically

Today’s clients prioritize sustainability–and it’s more than just a buzzword. For the beauty industry, sustainability should be approached holistically, in the products you use, services you offer, and in your operations. 

For example, “clean” beauty products aren’t a passing beauty trend. Clients are getting more sophisticated in their product knowledge, and many expect to see products that are not only plant based but also effective. Lisa Payne, head of beauty trends at Stylus, told Harper’s Bazaar that “a growing interest in herbalism and botany will supercharge brand and shopper conversations about powerhouse plant ingredients as an update on the ‘clean beauty’ trend.”

“Both humble garden weeds and exotic indigenous herbs will invigorate everything from skin serums and hair masks to lip oils and luxury nail polishes,” she said.

Additionally, clients want salons to use products that are low-waste with reusable or recyclable packaging. Communicate on your website and in-person how your salon experience is low-impact, from how you choose your products to how you manage your carbon footprint. 

5. Make checkout a breeze

Finally, to create a truly premium salon experience, frictionless checkout is a must. A POS system that accepts all payment types is a fundamental, if overlooked, element of a salon visit. Contactless payments allow customers to tap and go without worrying about scuffing a manicure–and fast payment processing ensures that all stylists are able to stay on schedule and turnover chairs quickly. 

A Clover POS system for salons also empowers your team to take payments from anywhere in the salon, a client’s home, or at an event with a mobile card reader. This level of convenience works for your team and your clients. Clover merchant Blushbaby upgraded to a Clover POS system after about eight years in business, and owner Khadija DeShong says her clients immediately noticed the difference. “They love the ease–that they can tap to pay. They love that you can text or email the receipt.” 

Beauty trends come and go, but offering exceptional service will never go out of style. Learn more about Clover’s POS system for salons for salons and  the new Clover Services Growth SaaS–and contact a Clover Consultant to get started. 

Editorial Team

Insights, Personal services, Strategy

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