The beauty salon market - Belgium

Beauty institutes, whether independent or under a brand name, aim to provide aesthetic services such as facial and body beauty treatments, massages, depilations, manicures, pedicures or make-up. Thus, it is possible to distinguish three segments of activity of beauty salons: classic technical procedures (manicure, pedicure, depilation), wellness procedures and finally the sale of care products related to these activities.The main customers beauty salons are still today women and male customers focus on two types of offers: massages and facials. Women, on the other hand, are spread over all segments of the services offered by beauty salons, with a majority of women between 25 and 44 years of age for regular visits (mainly hair removal) and a majority of seniors for anti-ageing care. Globally, the beauty institute market is expected to grow strongly at a CAGR of 3.59% in the years to come, amid a higher priority given to personal care but also due to higher spending power among consumers. The Western World's consumers are primarily driving this demand.In Belgium, the market is saturated. However, it has been growing rapidly (+18%) in the last couple of years, owing to an increase in the interest for cosmetics. In particular, vegan and "Made in Belgium" products have increased in popularity, and thus have become more prevalent inside beauty salons. Finally, in recent years, there has been a expansion of the range of offers offered in beauty salons and particularly the increasing complexity of certain hair removal methods (e. g. pulsed light) or skin treatment methods (e. g. cryolipolysis). Indeed, these acts at the border between aesthetic medicine and the beauty institute do not have a strict regulation of their practice, which allows beauticians to practice them, but also to lower prices.