From advanced technology and AI to wellness-led treatments and a renewed focus on education, the beauty industry is evolving fast. During a recent Professional Beauty panel discussion, leading clinic and salon owners shared their insights on where the industry is heading, what’s driving consumer behaviour and how professionals can future-proof their businesses.
Joining the conversation were Alison Haynes, director of Alison Haynes Skin Clinic, Lauren Hosannah, founder of The Lash Surgery London, and Francesca Otote, owner of Cactus Laser Clinic – bringing together expertise across skin, lashes, brows and laser.
Here’s what beauty professionals need to know.
The current state of the beauty industry: wellness, evolution and independence
When asked to sum up the current state of the industry in one word, the panel agreed on one thing: change is accelerating.
Haynes reflected on the transformation she has witnessed, describing a clear shift away from purely aesthetic treatments and towards wellness-led services.
Hosannah echoed this sentiment, highlighting how consumer expectations are evolving. “I think there’s a big push towards wanting to look like yourself – but the most polished version of yourself,” she explains. “I think trends are shifting towards the ‘clean girl aesthetic’, and I agree that things are less about aesthetics, and more about wellness.”
Meanwhile, Otote highlighted the growing sense of independence within the beauty industry – both in terms of professionals launching their own businesses and consumers taking a more considered approach to choosing treatments that align with their personal beauty and wellness goals.
Changing consumer behaviour in the beauty industry
Across clinics and salons, there’s been a clear shift in what clients are asking for. Rather than one-off treatments, consumers are increasingly investing in courses, packages and long-term treatment plans. This aligns closely with the rise of the ‘clean girl’ aesthetic and the growing mindset of being high maintenance to be low maintenance – prioritising consistency, prevention and results that last.
“Clients aren’t necessarily looking for that quick fix anymore,” explains Otote, when discussing current laser hair removal trends.
This shift is reflected within the lash sector too. “Lash lifts and classic extensions are overtaking heavier styles,” says Hosannah. “With Korean lash lifts in particular, we’ve seen a 40% year-on-year increase, driven by demand for gentler, more natural-looking treatments.”
The rise of the educated beauty client
Part of this behavioural shift can be attributed to clients becoming more informed and more curious about what goes into their treatments.
“We’ve found that when we ask clients about their skincare regime, they can list out the products they’re using, the acids that work for them, the ingredients they’re sensitive to,” explains Otote. “I think it's really important that clients are now more informed, and because of this, something we’ve tried to focus on in-clinic is education of our staff.”
For businesses, this means ensuring teams are confident not only in delivering treatments, but also in explaining ingredients, protocols and long-term treatment plans.
From ‘nice to have’ to ‘need to have’: Must-invest technologies in beauty and aesthetics
Advanced treatments are increasingly becoming a priority for clients, particularly those focused on prevention and longevity.
“It can depend on your clientele, however in my clinic, while regular facials are great, people are looking towards treatments which can help prevent premature ageing, such as radiofrequency skin-tightening,” explains Haynes.
For Hosannah, technology plays a different role – supporting personalisation rather than replacing hands-on expertise. “We use a booking software called Vagaro, and it allows us to include add-ons to the treatments we offer,” she explains.
“For example, a client might not just want a classic lash extension set – they might want wet look, or wispy. Giving them this opportunity to customise their set before they’ve even stepped foot in the salon really helps to manage their expectations, and it also makes them feel like they’re not getting a generic treatment.”
How beauty businesses are using AI today
AI is already playing a role behind the scenes in many beauty businesses – particularly when it comes to marketing, admin and planning.
Current uses include:
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Social media captions and content ideas
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Email and SMS marketing automation
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Client rebooking and retention campaigns
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Market research and business strategy planning
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AI-enabled technology within advanced devices
“As a business owner, it’s really useful to be able to cut back on the admin,” shares Haynes.
Hosannah agrees, explaining that Vagaro’s integrated email and text marketing tools allow for highly personalised communication. “We can send birthday emails, share news of a promotion, give them a nudge if they haven’t been in the salon for a while – all without having to take the time out to compose the messages ourselves.”
However, the panel stressed that while AI can streamline operations and inspire content ideas, authenticity must remain at the heart of marketing efforts.
Discussing her approach to social media, Otote explains, “I think it’s important to show you as a person, to show your team, because quite often people coming to a salon find the experience intimidating, so we want to show some personality and establish that we’re welcoming and friendly.”
Will AI replace beauty therapists?
The short answer: no.
While AI-powered skin diagnostics and consultation tools may become more commonplace, the panel was unanimous that human interaction, touch and professional judgement are irreplaceable.
“There’s so many things that go into beauty and wellness: it's the interaction with the other person, it’s the bouncing of ideas, actually looking at the skin, touching the skin – and those are things that I feel like just can't be replaced,” shares Otote.
“I think the key takeaway with AI is using it as a tool to enhance the client's experience,” adds Hosannah.
