2024 was a big year for beauty. With the popularity of beauty content reaching dizzying heights and beauty influencers becoming huge celebrities in their own right, it's unsurprising that this is impacting the bookings of local beauty services. Vagaro’s 2025 Annual Vantage Report reveals the most booked services on its platform shedding light on what will be hot throughout the next year…
Spa Services
In 2024 clients became increasingly focused on feeling their best as well as looking their best.
With 57 million spa appointments booked in total on the platform, demand is high, especially for facials, which hit 27 million bookings alone.
Spa Service Searches on Vagaro
Waxing services shone through in searches, with Brazilian waxes topping the list at 61% of waxing searches. Massages also proved popular, making up for 54% of related Vagaro searches, with ‘Swedish Massage’ searches following at 52%.
These numbers could indicate that adding varying seasonal specials or creating deals with facial packages could be a smart move.
Speaking of seasonality, Vagaro says that since spa searches peak around the holidays, data shows that aligning promotions with these times can significantly boost bookings.
Medspa Services
Between January and September 2024, 10 million medspa/beauty clinic appointments were booked through Vagaro’s Marketplace. Topping the list was laser hair removal at 3 million appointments.
Cryotherapy is also on the rise with 652,000 sessions booked, while the desire for a brighter smile led to 711,000 teeth whitening bookings.
Nail Salon Services
Vagaro saw a whopping 21 million nail salon appointments booked in 2024 with pedicures interestingly being the most sought-after service making up 59% of searches on the platform and half a million bookings. This indicates the demand for specialist pedicure professionals and a nudge for salons to look at reviewing their mani-pedi packages.
Trending enhancements like hard gel and polygel grabbed 39% and 25% of searches, so if you are not offering these services, it might be time to start thinking about it.
Again, aligning with seasonal peaks will help nail salons attract more bookings. Vagaro data shows that searches for terms "fall nails" peak at the end of September and again in early November, with a 55% weekly increase expected. Similarly, “Halloween nails” sees its biggest spike two weeks before Halloween, with searches projected to rise 38% weekly until the holiday.
Take advantage of these patterns by offering themed nail art for popular holidays like Valentines day and easter encourage clients to book early, spend more, and get festive!
Brow and Lash Services
From January to September 2024, lash and brow services saw a major surge in demand. Eyelash services stole the show with 23 million appointments and 71% of Vagaro Marketplace searches, largely fueled by the popularity of lash extensions, which made up 62% of searches.
Also in high demand, brow services received 18 million appointments and 29% of Vagaro searches focusing on brows alone. Brow waxing leads the way (40% of searches) followed by tinting (22%) and lamination (11%) can attract clients looking for that full, defined brow look, too.
With May coming out on top as the busiest brow month on the platform spring and early summer promotions could help drive bookings for this time.
Incorporating seasonality
Some businesses are making the most of seasonal trends, with 54% of business owners offering special promotions, 45% of them putting on themed events, and 22% of businesses holding festive giveaways that attract new clients and reward loyal ones, according to Vagaro
Engage in holiday-themed content and exclusive deals on social media to keep the holiday spirit alive.