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:

• 64% visited a hair or beauty salon in the last six months.
• 39% are regulars at nail salons.
• 23% frequent wellness or day spas

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.

Why digital convenience is everything for salons and spas

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:

• 96% want to book via smartphone.
• 92% want to pay digitally.
• 95% expect text reminders for appointments

Personalization: The new loyalty currency

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

• 96% say personalization matters during in-person visits.
• 89% are more likely to rebook if they receive personalized offers

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

Technology as a trust-builder

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).

Experience over everything

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.

Ready to capture Gen Z loyalty in your salon or spa?

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

• Fresh survey data on Gen Z’s spending and behavior.
• Real-world case studies from brands already seeing results.
• Step-by-step guidance to digitize, personalize, and future-proof your brand.

Download the full playbook here.