Demand for cosmetology services is shifting from beauty salons to private practitioners
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The demand for cosmetology services is shifting from beauty salons to private practitioners. In January, the number of orders in this area from individual performers increased by 34%, and demand in beauty salons by 8% year-on-year, according to ad services and fiscal data operators. Masters are leaving salons to become self-employed, attracting clients with low prices, market participants say.
Russians’ interest in the services of professionals in the field of beauty and health increased by 34% year-on-year in January, as calculated by Avito Services. Thus, according to analysts, the demand for lamination, tinting of eyelashes and eyebrows increased 4.5 times, for cosmetology services and hair extensions – by 62%, for haircuts, coloring and styling – by 17%.
The dynamics in beauty salons are less pronounced. According to the calculations of the “Check Index” resource of the fiscal data operator “OFD Platform”, in January the number of purchases in beauty salons throughout Russia increased by 8% year-on-year, the average check increased by 9%, to 1.6 thousand rubles. In Moscow, demand increased by 5%, the average purchase price by 9%, to 3.3 thousand rubles. Moscow has a higher base, which is why the growth is less, explains Olga Garankina, owner of the Lume21 salon.
In January, Russians will realize pent-up demand in many areas, says Igor Sannikov, head of the “Beauty and Health” category at Avito Services. Some of the citizens who had previously left returned to Russia, and in general, consumers became a little freer in spending on appearance, adds Olga Garankina. The head of the Celebrity salon, Yana Yakovleva, points out that eyelash and hair extensions, eyebrow lamination and nail polish with gel polish have become fashionable, becoming mandatory for many women, while two years ago the interest in them was not so widespread. The growth in demand in the beauty industry was also facilitated by the replacement of foreign products with Russian brands and goods imported by parallel imports, and craftsmen have gained experience working with new products, notes the head of Check Index, Leonid Simakov.
A more pronounced increase in interest in private performers on platforms in comparison with beauty salons is a consequence of the flow of clients to home-based performers offering lower prices, points out the owner of the Lucky Like and Curler salons Lyalya Sadykova. The head of the Unified Center for the Beauty Industry, Yulia Gotsulyak, says that “one-day courses” mainly graduate specialists with the message that they will work at home for themselves. But the level of training of such masters is weak, she points out.
Supply from professionals in the field of beauty and health in January increased by 17% year-on-year, as calculated by Avito Services. The founder of the Monet and Beauty Point networks, Alexander Glushkov, says that many private masters lack new clients. The effectiveness of some social networks has declined, and performers are looking for new ways to promote, including on platforms, he points out. Mediascope, whose data is cited by RBC, estimates the reach of Instagram, which was blocked in Russia in March 2022 (owned by the Meta corporation, whose activities are recognized as extremist and prohibited in the Russian Federation), in October 2023 at 25.1 million people, which is 2.5 times less than in October 2021.
Yulia Gotsulyak points out that self-employment has greatly harmed small businesses in the beauty industry, adding that private craftsmen are not subject to as many requirements as entrepreneurs. Lyalya Sadykova expects that in 2024, craftsmen will continue to leave salons to become self-employed, which will increase the shortage of personnel in the industry.
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