How salons and spas can retain Gen Z staff in the beauty industry

From mental wellbeing to career progression, here’s what matters most to Gen Z staff in the beauty and wellness industry

Retaining Gen Z staff in salons and spas means creating a workplace that aligns with their values, supports mental wellbeing and offers clear career growth. 

This generation thrives in inclusive, tech-savvy environments where training, flexibility and a sense of purpose are prioritised. 

By understanding what motivates Gen Z beauty professionals, employers can reduce turnover and build a loyal, future-focused team.

Why Gen Z is reshaping the beauty and wellness workforce

As Generation Z enters the workplace, spas and salons are being challenged to evolve. Born between the mid-1990s and early 2010s, Gen Z are already reshaping what it means to work in the beauty and wellness industry.

For employers, understanding how to retain and motivate this generation is essential to build a team that thrives.

The values Gen Z staff want reflected in their workplace

For Gen Z, a job in beauty and wellness is more than aesthetics, it’s about making a difference. They are typically value driven and want to work for brands that reflect their beliefs, from mental wellbeing to sustainability. 

Salons and spas that champion inclusivity, offer eco-friendly products and promote self-care, not just superficial treatments, are more likely to attract and retain Gen Z staff.

They expect mental health support, safe working environments and open, respectful communication. Toxic hierarchies, outdated practices or a culture of stress and burnout will put them off quickly.

This can be a challenge in a busy spa or salon so try to introduce best practices to support staff wellbeing such as regular breaks, flexible hours and a positive work-life balance.

Training and career growth opportunities keep Gen Z motivated

Another key motivator for Gen Z is growth. They’re generally eager to learn new skills, explore different roles and build successful careers. Training opportunities help to engage and motivate. 

At Daniel Thwaites, we recognised this appetite for ambition and a few years back launched the Daniel Thwaites Spa Academy.

This was our way of supporting the eagerness of our younger employees and creating a programme that promotes a strong staff retention rate, long term.

By offering this structured training, mentoring and recognised qualifications, Gen Z team members feel acknowledged and supported.

Digital expectations: why modern tech matters for retention

This generation is also known as the first true digital natives; they were born into a fully digital world, and their digital lives can sometimes be hard to separate from reality.

They expect their workplace to be tech-savvy, so modern booking systems and digital consultation tools will keep Gen Z focused. Clunky, “old fashioned” processes frustrate them.

Harnessing Gen Z’s social media skills for your business

They’re also social media experts, often eager to contribute to brand visibility online. Encouraging them to create content, promote services or engage with online audiences taps into both their skills and creativity as well as providing further support for your business.

Building a meaningful workplace culture for long-term loyalty

To retain Gen Z staff in salons and spas, employers must go beyond surface-level perks. This generation values inclusivity, sustainability and mental health support, alongside opportunities for training and career progression. 

By investing in their growth, embracing technology and encouraging their creativity, you can create a workplace where Gen Z beauty professionals feel respected and motivated. 

Supporting their values not only strengthens retention but also empowers the next generation to shape the future of your business.