What Do Hair/Beauty Franchises Look For in a Market?

Beauty is big business, and many people dedicate a significant part of their budget towards maintaining a professional, up-to-date image that makes them feel confident. 

According to a recent report, the global personal care services market — including beauty salon services, spa and massage services and other personal care services — is expected to reach $488.9 billion by 2025, with North America accounting for 33% of the market. 

With a growing focus on healthy living, a rising recognition of the value of self-care and a desire to maintain an Instagrammable, Zoom-ready appearance at all times, the Amazon-proof beauty industry is rapidly growing.

Here’s a look at where some of the top beauty and personal care franchises are looking to expand this year:

Drybar: Columbus, Ohio

With just one location in Ohio, blow-dry bar franchise Drybar is looking to expand in the Buckeye State. The 14th-largest city in the United States, the Columbus region was recently recognized as the fastest-growing metropolitan area in the Midwest, thanks to its diverse economy comprising retail, apparel and manufacturing industries.

With unemployment at a manageable level, an available labor pool and discretionary spending above the national level, Columbus is a perfect demographic match for Drybar’s elevated blowout-only services. 

“Drybar is growing fast, and we’re looking for qualified, passionate partners in Columbus, Ohio who want to invest in an Amazon-proof, membership-based business that is more relevant than ever,” says Lauren Wanamaker, senior director of development for WellBiz Brands, Inc. “As women go back to the workplace and attend weddings and events again, Drybar is poised to deliver confidence-boosting blowouts, seven days a week.”

Nikita Hair: South Carolina

Founded in 1984, Nikita Hair is one of Europe’s leading hair salon chains, and now the award-winning beauty brand is moving into the North America market and has its eyes on South Carolina.

Recognized as one of the most business-friendly states in the nation, South Carolina boasts no state property tax, no local income tax, no wholesale tax and a tax credit to companies that create new jobs. The state also promotes a number of small-business initiatives — including grants and other incentive programs — to help entrepreneurs set up shop. 

Set to open the first of four Nikita Hair salons in Charleston, South Carolina later this year, new Nikita Hair franchisees Sagar Chauhan and his wife Stuti believe that Nikita’s high level of customer service and beauty expertise will speak to the women of Charleston. 

“We know this is a demographic that takes care of themselves and strives to look their very best, and we’re excited to introduce them to what Nikita has to offer,” Chauhan said. 

Brand CEO Christinah Nicolaisen agrees. “We want our clients to look and feel great when they walk out of the door of all of our salons, including our new salon in Charleston. We’re thrilled to partner with Sagar and Stuti in this romantic, charming town.”

Amazing Lash Studio®: Ohio

Since its launch in 2010, the Amazing Lash Studio® brand has emerged as the category leader in the competitive and in-demand lash segment of the franchising industry, with 250-plus studio locations in markets across the country.

The brand is currently targeting the state of Vermont, where the region’s higher-than-average median age of 43 aligns perfectly with the confidence-boosting and anti-aging services offered by the Amazing Lash Studio® brand.

“Overall, New England has a very high concentration of dual-income families with disposable income — the core Amazing Lash Studio® target demographic,” said Lauren Wanamaker, senior director of franchise development for parent company WellBiz Brands, Inc. “The Amazing Lash Studio® brand primarily serves women, and this entire region has a significant female population who fit the profile of those interested in exceptional and convenient beauty services. Overall, we anticipate a regional market capacity of 12 studios.”

Elements Massage: Texas

With more than 250 studios nationwide, the Elements Massage brand, a wellness company focused solely on therapeutic massage services, has distinguished itself as a dominant player in the industry. 

Elements Massage is currently targeting the Dallas-Fort Worth region as a prime market for franchise growth, due to the area’s high level of household discretionary spending. Known as the millionaire capital of the country, the Dallas-Fort Worth area has 69,710 million-dollar households and is projected to add another 43,638 in the next five years.

“Elements Massage verifies that any market we enter has a solid foothold available for our potential franchisees,” said Elements Massage franchise development manager Allison Galvan. “That kind of strong market is what we see in Dallas-Fort Worth. There is significant opportunity for both single-unit and particularly for multi-unit growth.”

Hand & Stone Massage and Facial Spa: Utah

Hand and Stone, a 475-plus-unit massage and facial spa franchise with a mission to bring massage and facial services to the masses, is eyeing rapidly growing Salt Lake City for expansion, thanks to its low cost of living, robust job growth, low state and local taxes and ever-increasing migration from the state of California.

Created around the idea that luxury spa services should be available to all consumers at a competitive price point, Hand & Stone offers a differentiated, membership-based business model within the massage therapy industry as well as a predictable customer base and recurring revenue model for franchisees.

“Salt Lake City is one of our prime target markets,” said Nicole Alburger, senior director of franchise development for Hand & Stone. “We like markets like Salt Lake City because there are pockets where we can get a couple of multi-unit operators who can really own the market together. Together, they can strategize and share marketing dollars, staff and resources.”