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The Beauty and Wellness Benchmark Report Comes to Europe
The European market grew in 2025, even outpacing the U.S. market for total revenue growth, and the most interesting number in the data isn't the headline figure – it’s the underlying numbers showing the specific areas of growth. Zenoti's first benchmark report for the Europe region breaks down performance across salons, spas, and aesthetic clinics, revealing the standout growth areas and the operational challenges that businesses can’t afford to ignore.
Geraldine Fusciardi
Gita Mani
For the past four years, Zenoti has published the Beauty and Wellness Benchmark Report for the North American market. This year, we're bringing that same lens to Europe for the very first time, and I'm really proud to have played a part in making it happen.
The 2026 Beauty and Wellness Benchmark Report: Europe draws on 2025 performance data from salons, spas, and aesthetic clinics across the region. Using the same framework as the North America edition, it gives European operators benchmarks rooted in the realities of their own market for the first time.
What the data shows
The stat that really stood out to me? Europe’s beauty and wellness market is growing (faster than North America – 7% vs 6% in total revenue growth). On a like-for-like basis the two regions are neck and neck at 2% – Europe’s lead is coming from new centre openings. But here’s the catch: The growth story is not uniform across all sectors. It is being driven by Aesthetic Clinic openings and increased sales to existing customers in the Spa and Salon sectors. New guests are harder to find in both regions. That raises a question for operators: How do you balance your focus between opening new clinics, acquiring new guests, and retaining/upselling existing customers?
What’s even more interesting is customer behaviour. In Europe, existing guest visits grew by 4%, compared to just 2% in North America. It suggests that while European consumers have more choice than ever, once businesses win them over, they’re doing a strong job of keeping customers coming back.
What I find most valuable about the data is how clearly it highlights where businesses should focus their time, investment, and attention. The report breaks performance down by percentile tier across salons, spas, and aesthetic clinics in Europe, giving operators a practical way to see where they stand and spot opportunities for growth.
Where to focus
Whether you run a single salon, manage a spa group, or oversee a chain of aesthetic clinics, the benchmarks are there to help you make smarter, more confident decisions about what comes next.
Written by
Geraldine Fusciardi, SVP – GM, International
As SVP and General Manager, International at Zenoti, Geraldine leads the company’s growth strategy across Europe and International markets, working closely with spas, salons, and clinics to help them improve operational performance, increase revenue, strengthen customer retention, and deliver exceptional guest experiences. She works closely with businesses across the wellness industry to understand the challenges and opportunities shaping the sector, from changing consumer expectations to growth, staffing, and profitability. Her experience supporting leading brands across multiple markets to leverage technology gives her a strong perspective on the trends, benchmarks driving success today, and ways to turn one’s investment into value.
Reviewed by
Gita Mani, Senior Content Specialist
As a wordsmith, Gita specializes in blog strategy and brand-forward storytelling that highlights Zenoti's solutions, customers, and industry events. She brings her personal passion for wellness to a company mission of empowering such businesses worldwide.