PB NEWS
From consumer spending patter ns to the business rates debate, here’s what’s shaping the industry now
Spa and wellness trends for 2026: science, sustainability and results take priority
As the industry moves into 2026, spa and wellness trends are shifting away from hype-driven concepts towards evidence-based, personalised and outcome-focused experiences, according to experts.
Insights from operators, scientists and booking data show guests increasingly want transparency, credibility and wellbeing strategies that fit into real life.
A key theme is the move away from hype and towards measurable results. Spas are being challenged to demonstrate safety, efficacy and clear outcomes, as consumers become more sceptical and regulators take more action.
Longevity and beauty-from-within remain important, but interest is now tempered by scrutiny around science, regulation and delivery.
Sustainability is also evolving from a marketing message into an operational expectation. Guests are actively looking for proof around carbon impact, water usage, sourcing and regenerative practices, with greenwashing facing growing pushback.
As Warrick Burton, managing director of Titanic Spa, puts it: “Sustainability isn’t a marketing add-on for us – it’s embedded in every aspect of our operation.”
Mental wellbeing and nervous system regulation are taking centre stage, driven by rising stress and burnout. Spas are expanding offerings focused on emotional regulation, sleep, recovery and resilience.
“The modern guest is investing in their wellbeing, not just booking a break,” says Burton. Penny Weston, director of Moddershall Oaks, adds: “Mindfulness and mental fitness will continue to grow, with more focus on emotional resilience, nervous system regulation and recovery practices.”
Thermal experiences are also resurging, with saunas, steam rooms and contrast therapy becoming mainstream, particularly among younger, health-focused guests.
Social sauna culture reflects a broader shift away from alcohol-led socialising towards shared wellness rituals.
Great British Beauty Clean Up launches business solution for hard-to-recycle waste
A new industry-wide initiative has launched to improve recycling of hard-to-recycle beauty items ahead of the 2026 Great British Beauty Clean Up.
Waste management firm Mygroup has partnered with the British Beauty Council and its Sustainable Beauty Coalition to deliver a fully managed take-back scheme for beauty empties that cannot be recycled through kerbside systems.
The scheme launches ahead of the month-long Clean Up campaign, running from March 2, 2026, and linking with Global Recycling Day and the UN International Day of Zero Waste.
Participating brands, retailers, salons and spas will be able to collect used cosmetics, personal care products, hazardous items and blister packs in dedicated Mygroup x British Beauty Council collection boxes.
Empties can be deposited loose, simplifying the process for consumers. Supporters of the British Beauty Council and Sustainable Beauty Coalition will receive discounted access to the scheme.
The initiative aims to address the scale of beauty waste in the UK. Households generate around 21kg of plastic packaging each year, yet 56% do not recycle bathroom empties and 86% of used beauty products never reach recycling facilities due to size or material complexity.
Beauty industry calls for equality in Government rates relief U-turn
Beauty industry bodies are calling for support after the Government signalled a U-turn on planned business rates increases for pubs, without extending the same relief to salons, barbershops and clinics.
The announced change to the rise in rates for pubs follows fierce campaigning from the hospitality sector, with more than 1,000 pubs banning Labour MPs.
In late December, the Salon Employers Association launched a similar campaign, calling on its members to ban MPs from salons until action was taken to support the sector.
The National Hair & Beauty Federation (NHBF) said the decision to support pubs but not salon highlights a lack of recognition for the economic and social value of the sector.
Sam Silver, head of policy and public affairs at the NHBF, said, “The hair and beauty sector contributes £9 billion to the UK economy and employs over 275,000 people… Unlike pubs, we’re also battling a VAT threshold that’s preventing business growth and costing the Treasury.
“If the Government is serious about supporting high street businesses and economic growth, they need to extend this relief to all independent, premises-based retailers including the hair and beauty sector that serves communities across the country every single day.”
Digital marketing trends defining 2026 include personality-led content and “little treat” culture
Authenticity, personality and emotional connection will define digital marketing success in 2026, according to new research.
The report from analyst Brandwatch showed a rise of “little treat” culture and a move away from minimalist sameness, indicating that consumers are increasingly rewarding brands that feel human and genuine.
The report warned that while AI tools make content creation easier, overreliance risks damaging trust.
Mentions of “AI slop” – low-effort, generic content – rose by more than 200% in 2025.
In a trust-led sector like beauty, inauthentic content can be especially harmful. The brands that stand out will be those using AI to support efficiency, while keeping human creativity, expertise and storytelling front and centre.
Brandwatch also noted a cultural shift away from polished minimalism. Positive mentions of “cringe” rose 25% last year, signalling renewed appreciation for visible effort, humour and personality.
For salons and clinics, this creates opportunities for more approachable, staff-led and behind-the-scenes content.
Meanwhile, “little treat” culture is growing, with over 40,000 monthly mentions. As consumers seek small moments of joy, beauty services are well placed to deliver affordable, feel-good indulgence that clients can look forward to.
…IN BRIEF
Beauty Banks has received £75,000 from The Health Lottery Foundation to support its work tackling hygiene poverty. The funding will strengthen operations at its Dundee hub and help deliver essential hygiene products to local communities across Scotland and the UK.
Charlotte Tilbury chief executive Lady Demetra Pinsent has been named in the King’s New Year’s Honours List, awarded an OBE for services to business and the beauty industry. This new recognition celebrates the key role she played in building Charlotte Tilbury into one of the UK’s most successful premium beauty brands.
TGB Academy is partnering with Solo, the all-in-one booking and business management platform for beauty professionals. While TGB Academy teaches technical expertise, Solo provides operational infrastructure – including booking systems, custom websites and client management tools – for independent nail technicians. As part of the launch, Solo is giving TGB Academy community members a 90-day free trial.
Scrummi has been recertified as a Certified B Corporation, achieving a score of 103, up from 87 in 2022. The sustainable disposable towel brand said the improved result reflects progress in social, environmental and governance standards across its operations.
Studex is marking its 50th anniversary this. Known for its safety-focused piercing systems and jewellery, the brand will celebrate the milestone with new collections and investment in training and support for piercing professionals.
Gen Z and Millennial women spend £6,648 a year on beauty and wellness trends
British women spend an average of £554 per month on beauty and wellness, or £6,648 a year, according to research commissioned by Pukka Herbs.
Spending is highest among Gen Z and Millennial women, driven by social media influence, targeted advertising and viral trends.
Men also reported significant outlay, spending an average of £431 a month on products and treatments.
Social media platforms such as Instagram and TikTok play a central role. Under-40s estimate that a quarter of their feeds focus on beauty, fitness and self-care, while 42% are regularly targeted with ads for “miracle” wellness products and 48% see weight-loss promotions. As a result, 21% admit falling for claims that a single product will solve multiple problems.
Supplements and skin health dominate spending, with collagen, probiotic skincare and hyaluronic acid products most popular.
More clinical treatments are also present, including weight loss injections and cosmetic injectables.
Despite high spending, 52% say keeping up with trends feels overwhelming and 94% believe society needs to return to simpler wellness principles.
Many express nostalgia for basic habits such as sleep, hydration, exercise and spending time outdoors.
Glasgow, Dundee and London named top cities for men’s wellbeing and grooming
New analysis from menswear retailer House of Cavani has identified the best UK cities for men’s wellbeing, examining grooming services, affordability and access to health and wellness resources.
The study compared 30 cities using metrics including the number of barbers and gyms, grooming costs and wellbeing-related search interest.
Glasgow ranked first for men focused on appearance, thanks to a high concentration of barber shops and gyms, strong demand and high average ratings.
Newcastle upon Tyne placed second, followed by Belfast, reflecting continued growth in male grooming and fitness engagement.
Dundee emerged as the UK’s most affordable city for men to maintain their appearance, with low average costs for haircuts, gym memberships, personal care and clothing. Plymouth and Coventry also ranked highly for affordability.
London was named the best city for men’s overall wellbeing, driven by extensive green space and high search volumes for meditation, wellness and spa breaks. Birmingham, Manchester, Leeds and Glasgow completed the top five.
…IN BRIEF
The Langley, Buckinghamshire, a Luxury Collection Hotel, has partnered with wellness and skincare brand Espa. The new spa menu features seven treatments, including facials, massages, body treatments and men's experiences, each personalised following consultation, with oils and products selected to address individual needs.
UK-based skincare and medical device brand iSmart Developments is partnering with L’Oréal Groupe, marking a step in its growth within the professional-grade light therapy sector. The collaboration combines iSmart’s expertise in advanced LED engineering with L’Oréal Groupe’s global scale to develop ultra-thin, flexible silicone LED face and eye masks.
Gharieni has rebranded its RLX Satori lounger as RLX Braingym, reflecting its focus on mental fitness, cognitive reset and brain-body optimisation. While the name and software interface have evolved, the technology and 40-programme system remain unchanged. This transition follows the enhancement of the lounger’s new premium upholstery design, giving it a more contemporary aesthetic.
Cornwall-based Made for Life Organics has achieved a B Corp score of 115.9, placing it among the UK’s highest-rated organic skincare and spa brands, as well as the highest-rated UK, female-founder-led spa brand. The result reflects the company’s long-standing commitment to ethical, sustainable and purpose-led business practices.
Patent applications for bio-cosmetic products doubled from 2020 to 2024, reaching 12,130, according to Mathys & Squire. The rise reflects growing use of stem cells, exosomes and DNA repair enzymes in regenerative skincare, alongside increased efforts by brands to protect innovation.
Experience matters more than price to 61% of beauty clients
Research from Mintel, in collaboration with Professional Beauty Group, has highlighted what is shaping demand for beauty services, with experience, expertise and wellbeing outweighing price for many consumers.
Some 61% of UK adults who have had a professional treatment said a pleasant experience matters more than cost, signalling a shift to mood-boosting, wellbeing-led salon visits.
Professional services continue to recover, with 11% of adults receiving a beauty treatment in the past year, while haircuts remain the most common service.
Trust is central to loyalty. Around two thirds of beauty and personal care consumers prefer in-person consultations.
There is growing interest in slow-ageing services such as microneedling, facial massage and preventative treatments.
The research points to opportunities around inclusivity and accessibility, as urban consumers access treatments far more easily than rural customers, and groups such as older clients, neurodivergent individuals and those experiencing hair loss remain underserved.
Social media continues to drive treatment discovery, while performance remains a higher priority than sustainability.
Mövenpick to open first UK resort at Hampshire’s Old Thorns
Accor has announced a partnership with Dubai-based Select Group to bring Mövenpick to the UK for the first time, with a luxury resort planned for Hampshire’s Old Thorns Estate.
Mövenpick Hampshire – Old Thorns is expected to open in late 2027 following a major renovation of the 194-room property. Set across more than 300 acres of countryside, the resort will target both leisure and business travellers.
Facilities will include a wellness centre and spa, a championship golf course, 2,500sqm of meeting and conference space, four restaurants and a ballroom for over 500 guests.
Refurbishment plans focus on expanded wellness facilities, upgraded guestrooms and elevated dining concepts aligned with Mövenpick’s Swiss-inspired hospitality.
Located around an hour from London, near the South Downs National Park, the resort will be operated by Accor and will add to its UK portfolio of more than 200 hotels.
Calcot & Spa to open The Recovery Garden
Calcot & Spa in the Cotswolds is set to expand its wellness facilities with The Recovery Garden, designed for post-workout recovery and mindful relaxation.
The space will feature a traditional wood-fired sauna, an infrared-enhanced sauna, and two cold-plunge pools set between 8-12°C, all installed by Riviera using sustainably sourced timber.
Guests will also be able to relax by the firepit with refreshments from the Grain Store Café.
The Recovery Garden is due to open in March 2026, with the aim of supporting circulation, recovery and wellbeing.
…IN BRIEF
Nail brand Personaility has partnered with Meraki Spa in the Cayman Islands. The spa will now offer a menu of exclusive manicure services using the brand’s professional tools and gel polishes, marking Personaility’s first official spa partnership in the Caribbean.
Luxury hotel specialist Ernestina Bertarini has launched Share, a new B2B platform designed to help travel advisors navigate the growing sustainable wellness travel sector. Free to join, it connects advisors with wellness hotels, education, trends and specialist support.
Specialist beauty insurer ABT has relocated to new offices in Stratford-upon-Avon, following its acquisition by Howden. The new location and establishment of the Howden Specialty Midlands Centre of Excellence sees ABT further align with Howden’s Health & Care division, which provides insurance within the beauty, hair, psychological and talking therapy sectors.
iS Clinical has added London-based aesthetic doctor Dr Priya Verma to its UK partner network. With a reputation for delivering natural, measurable outcomes, she is recognised for combining medical expertise with a commitment to skin integrity and long-term results. Her new Belgravia clinic will offer the brand’s full skincare range and the Fire & Ice Resurfacing Facial.
After 54 years at Mavala UK, international trainer Jenny Wiles has retired. Wiles first joined Mavala UK in 1972, where she was tasked by the brand’s Swiss head office to run the Mavala beauty training school and host promotional nail clinics around the UK. As a result of her knowledge of nails and skincare, she later gained the title of Mavala Switzerland’s international trainer.
Wigmore Medical secures full UK distribution for Image Skincare
Aesthetics and beauty distributor Wigmore Medical has expanded its distribution partnership with Image Skincare to take sole UK distribution of the US-based brand.
Building on Wigmore’s medical-distribution partnership with Image Skincare, the agreement will see Wigmore also take on exclusive distribution of the brand’s spa and beauty channels, in addition to the brand’s direct-to-consumer platform.
Wigmore Medical chief executive Raffi Eghiayan said, “Image Skincare’s clinical excellence, commitment to education, and practitioner-first ethos aligns closely with our own values. Together, we’re excited to bring a joined-up approach to distribution, training, and professional support, helping practitioners feel confident, empowered, and fully supported in delivering outstanding results for their clients.”
Janna Ronert, founder and chair of the board at Image Skincare, added, “By joining forces with Wigmore Medical, we are creating a powerful, compassionate ecosystem that supports every professional. This collaboration underscores our identity as an aesthetician-led brand that is clinically driven yet simple to understand, ensuring practitioners can focus on client care, not complexity.”
Inmode UK appoints new managing director
Inmode UK has announced a strategic business collaboration with Cure Medical, alongside the appointment of Adam Bashir as the new managing director.
Cure Medical is a medical aesthetics company with a portfolio of topical and device products. The company is led by Adam Bashir, who brings over 20 years of experience in the UK and Irish aesthetic Industry, working across marketing and sales of energy-based devices to doctors and aesthetic professionals.
Through this business collaboration, Inmode UK and Cure Medical will align their marketing and sales activities, operating as a unified commercial team in the UK.
The collaboration aims to delivers a broader, more comprehensive portfolio of medical aesthetic technologies, supported by experienced management and a strong commercial organisation.
As part of this next phase, Bashir has been appointed managing director of Inmode UK, where he plans to lead the company’s commercial strategy and strengthen partnerships with surgeons, doctors, dentists, medical practitioners and clinics throughout the UK.
Ellisons adds Hona to its portfolio
Hona, the Welsh-born professional nail brand, has signed an exclusive partnership with Ellisons, the professional nail, beauty and hair supplier.
Through this partnership, Hona’s hypoallergenic gel systems, alongside a selection of the brand’s nail tools, hand care and nail art products, will all be available at Ellisons.
Nadine Meakins, head of trading and digital marketing at Ellisons, commented, “We are delighted to bring Hona to Ellisons.
"The combination of safer formulations, professional performance and ABT-accredited education makes the brand an invaluable brand for nail professionals, whether just starting out or already established.”
DIARY DATES
March 1-2
THE SALON GROWTH SUMMIT
Olympia London
Connect with salon and spa owners committed to business growth, meet key decision makers and hear from world-class speakers.
020 7351 0536
professionalbeauty.co.uk/summit
March 13-14
AESTHETICS CONFERENCE & EXHIBITION
Business Design Centre, London
Trade show featuring education and aesthetic suppliers.
020 3096 1228
aestheticsconference.com
March 26-29
COSMOPROF WORLDWIDE BOLOGNA
BolognaFiere exhibition centre, Italy
Trade fair for beauty, featuring packaging and a UK pavilion.
+39 041 2719009
cosmoprof.com
March 20-22
BEAUTY DÜSSELDORF
Messe Düsseldorf, Germany
Trade fair for beauty, nails and spa.
+49 211 4560 7602
beauty-duesseldorf.com
April 27
PBHJ GLASGOW REGIONAL SUMMIT
The Briggait, Glasgow
With world-class education and supplier networking, the first of Professional Beauty’s new regional summits will equip salon owners with the tools to grow their businesses.
020 7351 0536
professionalbeauty.co.uk/regional-growth-summits
May 11
PBHJ BIRMINGHAM REGIONAL SUMMIT
Eastside Rooms, Birmingham
The second of Professional Beauty’s new regional summits.
020 7351 0536
professionalbeauty.co.uk/regional-growth-summits
