CULTURAL INTELLECT

HOW INCLUSIVITY IS SHAPING THE FUTURE

Consumers are demanding hair, beauty and wellness services that represent a greater diversity of needs. This is positively driving the industry away from historically Eurocentric beauty ideals to authentically cater to a diversity of cultural identities.

The beauty and wellness industry is always evolving, with cultural drivers and technological changes pushing the industry forward every single day.

Fresha, the world’s biggest salon software, published their first trend report with WGSN. Crafted from 1000+ consumer surveys over three continents, plus the data from 600 million bookings on their platform, Fresha has tapped into what’s trending and what the future holds for this industry.

It’s no longer enough to cater to just one narrow set of beauty standards

And now, more and more people are demanding hair, beauty, and wellness services that actually reflect who they are. People want brands and salons that understand their unique cultural identities and can meet their specific needs. This shift is helping push the beauty world away from its old, Eurocentric ideas and towards a more diverse, inclusive approach.

For too long, the industry has been slow to adapt, leaving many consumers—especially those from ethnic minority groups—feeling left out. In the UK alone, beauty businesses are missing out on a whopping £2.7 billion a year because they aren’t catering to multiethnic consumers, who have a combined disposable income of £4.5 billion. Black consumers, for example, are three times more likely than others to be dissatisfied with their options for hair care, skincare, and makeup. As Mark Maciver, the founder of UK barbers

SliderCuts, puts it, “If you’re connected to culture, you understand what’s going on with your clients and can build more meaningful relationships.”

One clear example of this shift is the natural hair movement!

For years, the haircare industry fixated on straight, Eurocentric hair, often ignoring the needs of people with textured or curly hair. But that’s changing. There’s been a growing demand for natural hair services as more people embrace their natural textures. Fresha’s data shows that bookings for Afro haircuts grew from 1% to 5% between 2021 and 2022, and curly haircuts jumped by 23% globally. People are moving away from damaging treatments like chemical straightening and are instead seeking out salons that specialise in their specific hair type.

Language is also evolving to be more inclusive

Salons are starting to openly advertise their expertise in curly, coily, and textured hair, which helps customers feel seen and understood. For example, The Curly Hair Studio in Oregon is all about helping clients take care of their unique curl patterns, offering tailored cuts and even advice on athome maintenance. This kind of approach— sometimes called “hairclusive”—is making a big difference in how people feel about their salon experiences.

But it’s not just about better language—it’s also about better education

While some countries like the UK are taking steps to include Black hair in hairdressing curricula, there’s still a lot of work to be done worldwide. Many stylists simply aren’t trained to handle textured hair, which is why experts like Dr. Kari Williams, a natural hair specialist, are pushing for more education and training. After all, stylists who understand how to care for all hair types will be able to grow their businesses and serve a wider range of clients.

What’s next for Cultural Intellect?

By 2028, we’re likely to see salons and beauty businesses investing even more in staff education, making sure they’re equipped to meet the diverse needs of their clients. This isn’t just good for customers—it’s also a smart move for the industry, as tapping into these underserved markets can unlock huge growth opportunities. Beauty that truly reflects everyone’s identity is no longer a trend; it’s the new standard.

Want to know more about trends in the beauty and wellness industry?

Check out the full beauty and wellness report by Fresha and WGSN here. www.fresha.com/insights/trend-report

About Fresha: Fresha is the world’s #1 beauty and wellness marketplace powered by all-in-one free business software with integrated payments. With over 100,000 partner venues in more than 120 countries, Fresha simplifies business operations and enhances customer experiences. To learn more, visit fresha.com, download Fresha on the App Store and Google Play, or follow Fresha on Instagram and Facebook. @fresha