How salons and spas can win over Gen Z in 2026 — and why it matters more than ever

Born between 1997 and 2012, Gen Z is shaking up the beauty and wellness industry. They may be young, but their spending power is anything but small. Together with millennials, they represent over 41% of the U.S. annual wellness spend.

For these digital natives, wellness is less of a treat and more of a lifestyle. A 2025 Salon and Spa consumer survey led by Zenoti found that:

You might already know what styles and services are trending on TikTok, but do you know how this powerful generation actually wants to engage with your business?

With nearly 72% of Gen Z clients saying they’ve abandoned a booking because it was too difficult to get in touch with a salon or spa, ignoring them isn’t just missing a growth opportunity, it’s a business risk.

Gen Z lives on their phones, and they expect your business to live there too. As mentioned above, nearly 3 in 4 clients have decided against booking an appointment due to friction in the process, either online or by phone.

The takeaway? If you’re not offering seamless digital access — from appointment booking to payment — they’ll move on.

So what kind of digital convenience does this generation want? 2024 Salon and Spa Consumer Survey data shows that:

One-size-fits-all experiences don’t cut it anymore. For 18- to 29-year-olds:

Think AI-powered recommendations, custom service menus, and loyalty programs that feel tailored — not transactional.

Automation and AI aren’t replacing the human touch, but they are enhancing what your human staff can do. According to recent surveys, 76% of Gen Z clients want AI used to personalize recommendations, and 44% say they’re comfortable interacting with an AI receptionist for salons and spas.

The right technology helps your team deliver warmth and connection more efficiently. For example, an advanced salon and spa AI Receptionist can greet callers by name, confirm their upcoming appointments, and recall their preferences instantly, creating a sense of personalized care even before a client walks in.

As Boss Gal Beauty Bar’s Vice President Morgan Schaaf explains, “With HyperConnect, we’re able to really personalize the interaction with the client as soon as we answer the phone. We can mention their upcoming appointment. We can reference any products that they've purchased, or if they have questions about their membership, and we can answer that very, very quickly.”

Download the full playbook to dive into how brands like iCRYO and Flirt Cosmetics Studio are using technology to meet these expectations and keep Gen Z engaged from their first click to their next visit.

Plus, find seven ways to hyper-personalize the client experience (including how Verde Salon is shaping its future AI-powered color mirror).

For Gen Z, a salon visit is about feeling seen and connected, not just looking good.

From immersive wellness add-ons to Instagram-worthy “selfie stations,” the data makes it clear that experience is as important as the service. 

42% of Gen Z clients say they’re more likely to choose a salon with a loyalty program after a great experience, and 7 in 10 will stay loyal if booking and communication are effortless.

The beauty and wellness brands thriving today aren’t guessing — they’re adapting.
Winning Gen Z: The Ultimate Playbook for Salons and Spas offers:

Download the full playbook here.