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The 2025 Beauty and Wellness Benchmark Report

An inside look at the business data, trends, and insights shaping the industry.

Compare your business to the best in the industry and explore untapped growth opportunities. Are you lagging behind or leading the way? Check our report for exclusive data. Reading it can help you identify your strengths, uncover areas for improvement, and help you chart a course forward for your medspa.

As the leader in beauty, wellness, and fitness software — 14 years and more than 30,000 businesses — Zenoti offers the only comprehensive benchmark data across 6 key metrics.

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2025 Beauty and Wellness Benchmark Report Mockup

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See the latest trends driving revenue in beauty and wellness

With a revenue slowdown in 2024, knowing the strategies to use is imperative in 2025 and beyond. Explore trends in memberships, gift card sales, and more.

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Get benchmark data specific to your business type

Where do you stand — top performer, high achiever, or industry average? See how your business measures up with benchmarks tailored to seven categories: salons, nail salons, barbershops, waxing centers, membership-based spas, non-membership spas, and medical spas.

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Why customer retention is a top priority

Did you know 42% of loyal clients drive a whopping 80% of sales? This year's report dives into the metrics that matter most, offering data and three actionable strategies to deepen customer loyalty.

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Gift cards provide more than convenience

With one in four gift cards redeemed by first-time customers, this payment option also serves as an effective guest acquisition tool. Businesses can capitalize on this trend by upselling services or products during redemption, further increasing profitability.

Here's what you'll get:

The 2025 Beauty and Wellness Benchmark Report includes data on the most relevant key performance indicators (KPIs) to track.

  • Explore three levels of benchmark data: top earners (top 10% of the industry), high achievers (top 25%), and the average-performing business. See where you stand and what it takes to level up.
  • Discover which areas fueled revenue growth for your business type and how you can capitalize on them.
  • Get comprehensive data on annual revenue, per-ticket value, staff utilization, guest retention, memberships and more.
  • Understand how your cancellation and no-show rates compare to others in your category and get tips to reduce both at your salon, spa, or medical spa.