Content of the study:
The salon market - Italy

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1.1 Definition and presentation

The beauty salon market refers to all business activities related to beauty treatments that are performed by independent or franchised salons. A beauty salon can be defined as a place that provides cosmetic treatments intended to improve appearance, such as:

  • Hair removal
  • Pedicure
  • Manicures
  • Facial aesthetics
  • Aromatherapy
  • Massage

Of note, beauty salons and hair salons must be considered separately, despite the fact that many small businesses in Italy provide both sets of treatments at the same time-and clients are used to combining both at the same time. Demand for beauty treatments has been on the rise in recent times, driven by increased interest and attention to personal care and beauty. In addition, the cosmetic market in Italy is an important economic indicator for the well-being of the beauty salon industry and is performing considerably.

1.2 A first look at the global salon industry

The global salon and spa market was estimated at $***.** billion in ****. Due to the Covid-** outbreak and travel restrictions, industry sales declined by * percent in ****.

However, recovery is expected to occur as early as **** at a slower pace than predicted before the Covid-** crisis. In fact, on a global scale, the ...

1.3 Italian market

The cosmetics market in Italy in **** is worth *.** billion euros. The turnover of the sector is given by the sale and production of cosmetic products, hairstyle stores and beauty salons. The latter, according to the National Association of Cosmetic Companies, are worth *** million euros, *.* percent of the industry[***].

Cosmetics industry value Italy, ...

1.4 Beauty centers and regions

Beauty centers are scattered throughout Italy, with the region with the largest turnover being Lombardy, worth ** million euros in ****, followed by Veneto, **, and Emilia Romagna.

1.5 Covid Pandemic

The cosmetic industry has had to deal with the consequences of the pandemic, including lockdowns involving several distribution channels and negative impacts on the entire supply chain. Beauty salons suffered from forced closure at the beginning of the pandemic, with obvious uncertainties after the reopening on May **, ****, due to the often ...


2.1 Needs in Italy

Beauty salons are the business with the most market in the beauty salons category, accounting for **.* percent of the total; the other categories occupy a very small part of the market, coming in at *.* percent of the total.

Beauty salons by category Italy, ****, percent Source: ****

Beauty salons recorded a negative performance ...

2.2 Quality and comfort win over Italians

Demand for beauty treatments is increasing among Italian consumers. Among the most important factors influencing the choice of a beauty salon, service quality and convenience in terms of time and location are the most important-**% and **%, respectively.

Most important criteria for choosing a beauty salon Italy, ****, percent Source: ****

Beauty salon attendance ...

2.3 Cosmetic consumption influences performance

In addition to their main source of income, usually from services rendered, beauty salons can also derive their income from the direct sale of cosmetics or beauty products. In fact, the evolution of the cosmetics market in Italy and, above all, the sales value of cosmetics in beauty salons are decisive ...

2.4 New trends

Sustainable products

Customers are becoming increasingly aware of the origin of the products that are used in beauty salons. The lack of legislation defining what is a cosmetic with natural and sustainable connotations makes it complicated to frame the products, but The Italian Cosmetic Association reports that the production of these ...


3.1 Sector in Italy

The beauty salon market in Italy has an extremely fragmented image, with thousands of small players. In ****, the number of beauty sal ons was estimated at about *****, which represents a *.* percent decrease from the previous year, bringing it back to the same values as in ****. The sector is represented by small ...

3.2 Structure of a beauty center

Where it is placed

According to the study conducted by Cosmetica Italia, in ****, the preferred location for beauty salons remains to be "Street Front," **.* percent, followed by "condominium floor" and "other facilities."

Where beauty salons are located Italy, ****, percent Source: ****

How many employees are there

Most beauty centers, **.*%, normally have * or ...


4.1 Distribution of services

Beauty salons offer a range of services related to a person's image and aesthetics. The composition of the offerings depends largely on the size of the establishment, its equipment, and the target audience, and, therefore, not all services are necessarily present in all establishments, as some may be more specialized in ...

4.2 Prices

As a result of the growing demand in the wellness and beauty segment, the services offered have increased significantly, creating a price gap between the various offerings. First, since prices depend on a variety of variables, in the specific case of beauty salons, some influencing criteria are location, quality of treatment ...

4.3 New trends

Every year from Hollwood and the East come new trends that Italian nationals look for in beauty salons. The tendencies are very varied but follow macro-categories

source:VanityFair Mabella


5.1 Regulatory framework for beauty salons

The activity of the beautician is regulated in Italy by Law * of **** and Ministerial Decree *** of **/**/**. The decree states that the beautician is responsible for all treatments on the surface of the body for an exclusive or predominant aesthetic purpose. These treatments, according to the regulatory framework, must be performed manually ...


6.1 Segmentation

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Reviews (3)

Reviews (3)

The men's razor market - France

Publicado en 10/01/2022 by Client anonyme - Ce client a souhaité rester anonyme

Interesting study to understand a market in regular decline. Change in human behavior well measured and analyzed. A rare example of a leader who after a strategy of regular price increase is forced to change his strategy and lower his prices. Very innovative analysis of the traffic of the main manufacturers' websites

Businesscoot Response:

Hello Grégoire, Thank you very much for this very positive review! We are delighted to see that you appreciate our studies and we thank you for the trust you have placed in us.

The essential oils market - France

Publicado en 09/01/2022 by Lorraine Ferry

Very complete study which shows in particular that the development of the consumption of essential oils accompanies the wave of the soft medicine and the do it yourself which seduces the consumers in more and more fields

Businesscoot Response:

Hello Lorraine, Thank you very much for this very positive review! We are delighted to see that you appreciate our studies and we thank you for the trust you have placed in us.

The make-up market - France

Publicado en 05/01/2022 by Client anonyme - Ce client a souhaité rester anonyme

Very complete study on production, distribution and consumption. It underlines the importance of e-commerce and organic products in this sector.

Businesscoot Response:

Hello Gregoire, Thank you for your feedback and we are delighted that this study has given you a good overview of the market.

Customer cases and references

Customer cases and references
La pépite Interview
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BFM Business

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Paul-Alexis Kebabtchieff
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Boston Consulting Group

Paul-Alexis Kebabtchieff

Marie Guibart
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Kea Partners

Marie Guibart

Elaine, Durand
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Crédit Agricole, Information & Veille

Elaine, Durand

Philippe Dilasser
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Initiative & Finance

Philippe Dilasser

Anne Baudry
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Anne Baudry

Amaury Wernert
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Kroll (Duff & Phelps)

Amaury Wernert

Smart Leaders Interview
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Smart Leaders Interview