Conversations about gender are evolving from a binary to a gender-fluid mindset. This is inspiring hair, beauty and wellness destinations to question gender-assuming language and services, so that all identities can access the right experiences for them.
The beauty and wellness industry is always evolving, with cultural drivers and technological changes pushing the industry forward every single day. Fresha, the world’s biggest salon software, published their first trend report with WGSN. Crafted from 1000+ consumer surveys over three continents, plus the data from 600 million bookings on their platform, Fresha has tapped into what’s trending and what the future holds for this industry.
The way we talk about gender is changing fast, moving beyond binary mindset into something much more fluid and open. As society embraces a broader range of identities, beauty, hair, and wellness businesses are starting to rethink how they do things. The goal? Make sure everyone feels seen and welcome, no matter their gender.
For decades, the beauty industry has been shaped by stereotypes
But as we leave those outdated ideas behind, brands like Harry Styles’ Pleasing in the UK and Taylor of Brooklyn in the US are paving the way for a more inclusive future. Yet, despite these changes, beauty salons and wellness centres are often still stuck in a very binary mode of thinking. Tina Michael, the founder of Shoreditch Nails, points out that beauty courses still teach outdated concepts like “men have short nails, women have French manicures,” which doesn’t match the world we live in now.
People want haircuts that reflect their style
Traditionally, salons have separated services for men and women, but more people are starting to realise that hair doesn’t have a gender. The hashtag #HairHasNoGender has racked up millions of views on TikTok, signalling a cultural shift. Chris Ward, who founded the London salon Huckle, realised that calling his business a “barbershop” could feel unwelcoming to some people. So, they dropped “barber” from their name altogether to be more inclusive. Ward says it doesn’t make sense to charge different prices based on gender — if a stylist specialises in short hair, why should the price change depending on the client’s gender?
Salons are starting to catch on, and places like Hairrari, which has spots in New York, LA, and Portland, are leading the charge. Hairrari allows clients to book based on hair length and stylist skill, not gender, and even lets them share their pronouns when making an appointment.
Gender-affirming care, especially for those undergoing surgeries like top surgery or facial feminization, is becoming more available. Take Pansy Esthetics, a Black and queer-owned studio in LA that caters specifically to the BIPOC and LGBTQI+ communities. They offer post-op recovery treatments designed to be gentle and supportive for people recovering from surgery, helping them heal both physically and emotionally.
It’s not just about doing what’s trendy
Salons and wellness centres that are authentically inclusive are building deep loyalty with their customers. Our research shows that non-binary and transgender customers are more likely to stick with a business that aligns with their identity. So, the salons of the future will need to be welcoming to everyone, no matter where they are. This shift isn’t just for big cities—it needs to happen everywhere.
What’s next for Gender-Fluid Futures?
The future of the beauty industry is all about moving away from gender assumptions. By 2024, more businesses will adopt gender-neutral language, eliminating outdated terms from service menus. By 2027, pricing models will follow suit, with salons charging based on hair needs and stylist expertise rather than gender. And beyond 2028, we’ll see a rise in specialised treatments that cater to underrepresented communities, including those recovering from gender-affirming surgery.
In the end, it’s about showing that beauty really has no boundaries. The future of the industry lies in creating a space where everyone feels empowered to express themselves—whatever that looks like for them.
Want to know more about trends in the beauty and wellness industry?
Check out The Future of Beauty and Wellness Report 2024 by Fresha and WGSN here.
About Fresha
Fresha is the world’s #1 beauty and wellness marketplace powered by all-in-one free business software with integrated payments. With over 100,000 partner venues in more than 120 countries, Fresha simplifies business operations and enhances customer experiences. To learn more, visit fresha.com, download Fresha on the App Store and Google Play, or follow Fresha on Instagram and Facebook.
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