Dopamine beauty

Between the pandemic, the cost-of-living crisis and climate change, consumers are looking for experiences that take their minds off the challenges of the past few years. In fashion, it’s about dopamine dressing – wearing clothes that boost your mood. For haircare, nail care, skincare and make-up, it’s dopamine beauty, a trend that has consumers seeking mood-boosting moments in their personal care routines.

Dopamine, also known as the happiness molecule, is a chemical released in our brains that makes us feel good. Having high levels of dopamine is important for mental health, and things such as exercise, music and food can boost our levels. In the beauty industry, the trend applies to everything from products to physical spaces, with consumers and clients across all generations (but especially Gen Z) looking for haircare and beauty moments that uplift them.

Although the dopamine beauty trend has been emerging over the past year – with nostalgic glitter make-up, a rainbow of hair colours and intricate nail art – there’s still a big opportunity for the professional beauty industry to take it on. You can do this by adding trend-driven treatments to your service list that are also dopamine-boosting, such as Barbie pink highlights. You can also adopt an emotional approach to client care, and you’ll resonate with clients who prioritise their mental health. Now’s the time to look for ways to work dopamine boosts into everything you do, focusing on joyful, uplifting experiences.

For your space, colour is key. Research shows that different wall colours can affect how people feel when they visit your salon. Bold colours not only brighten up a space, but they can help clients feel more emotionally connected to your salon. Softer tones, alternatively, can provide a sense of stillness and calm. You want to engage all your clients’ senses in both a digital and physical way. Install artwork in your salon that creates a visual focal point for clients, choose uplifting fragrances to ll your space, and play mood-boosting music.

Clients are already visiting salons to invest in themselves, physically and mentally. And since dopamine beauty is all about prioritising selfcare, services such as facials, massages and manicures will naturally boost those dopamine levels. But there are ways to add extra elements to your services and treat your clients’ wellbeing directly, so they feel even better when they leave.

Mental health can be affected by skin health, and vice-versa. That means if you offer skincare and facial services, contributing to your clients’ mental wellbeing will only improve results.

You can upskill your staff with emotional intelligence training so they can connect more deeply with clients through elements such as improving listening skills, guidance on body language, and breathing exercises.

This kind of super-personalised experience will help you stand out when clients are looking to boost their mental health.

Keep up with the latest trends so you can offer new treatments, deliver the best possible client experience, and outpace the competition. Stay tuned for a trend report from Fresha, the world’s leading booking platform, in collaboration with WGSN and available for download later this summer. Discover more now at fresha.com