Full cost: beauty salon services went up by 15% in January
Prices for services in beauty salons increased by 15% in January, while for the whole last year the growth amounted to 25%. The average check for the first month of the year increased from Br15.8 thousand to Br18.2 thousand. These are the data of the study of checks - transactions of analysts of the company LIFE PAY. The reasons - the rise in the price of materials and equipment, as well as the growth of expenses on employee salaries. This is confirmed by the business itself - the industry notes a drop in demand for services and the dismissal of masters who are switching to work from home.
Why prices for cosmetic services are rising
In January 2025, prices for services in beauty salons increased by 15%, the average check increased from 15.8 thousand to 18.2 thousand rubles compared to the same period a year earlier. At the same time for the whole 2024 this increase in cost amounted to 25%. These are the data of the study of checks - transactions of analysts of the company LIFE PAY, which were familiarized with "Izvestia".
"Last year, Russians increased spending in beauty salons by 25% compared to 2023: the average check increased from 15.3 thousand to 19.1 thousand rubles. In the first month of 2025, it jumped by 15% - from 15.8 thousand to 18.2 thousand rubles compared to the same period a year earlier," - said in the study.
According to analysts, despite the increase in prices, the interest of Russians to the services of the beauty industry last year increased. The number of transactions in the category "beauty salons" for the whole 2024 grew by 65.4% compared to 2023.
- The increase in the average check is primarily due to an increase in the cost of services. Businesses have to raise prices due to rising costs, which are caused by the increase in prices for materials and equipment, as well as rising costs for employee salaries," Ashot Grigoryan, general director of the company, explained to Izvestia.
According to him, beauty salons in Moscow and Moscow Region are the most popular, as the solvency of the population is higher here than in other regions.
The trend of price growth was also confirmed to Izvestia by business representatives.
- First of all, the price increase is connected with the rise in prices of both foreign and Russian products, which often contain imported components. Last year the growth amounted from 25 to 35%. Accordingly, salons have made the same markup on their services, as they can not afford to work in the minus, - explained to "Izvestia" the owner of a network of Paul Mitchell beauty salons in St. Petersburg Dmitry Lavrov.
According to him, at the beginning of this year letters came from all suppliers that they are raising prices again.
- Some of them increased the cost by 25%. Therefore, in January the services went up in price again. Now we see that people from the middle segment have started to move to economy, and from luxury - to the middle segment. The growth of clients is now only in budget salons," explained the business representative.
At the same time, he believes that Russians will not be able to completely abandon the services of beauticians, as it has become part of the culture of citizens.
Prices have indeed increased since the new year, indexation took place before the holidays, added Vera Makerova, deputy general director of the federal network of beauty salons "Tsirulnik Kommersant".
- Business, of course, everyone has a different way: someone works on the consumables of the salon, someone on the materials of the master. But absolutely everything has gone up in price. In addition, rent has increased in price," she explained to Izvestia.
According to her, salons are switching to Chinese goods and thus trying to curb pricing, but the demand for services is still falling and there are fewer and fewer visitors.
- People do the most basic procedures today. Often they even prefer not to cut their hair but to grow it out. There is also a big problem with coloring. As a result, masters quit and start working from home. And clients see their competitive and optimal price and go to them, - said the representative of the business.
What are the dangers of beauty services at home
Thetrend of declining demand and rising costs of services may lead to a reduction in the number of salons in Russia, says Dmitry Treskunov, founder and head of a consulting company in the beauty industry.
- First of all, the reason is that consumables are becoming more expensive: cosmetics, perfumes, all sorts of hygiene products. Plus the wage bill is growing. Accordingly, this pushes beauty salons to raise prices or they close. Therefore, if the demand will fall, the number of salons will decrease," he explained to Izvestia.
According to him, if the rise in prices continues, people will increasingly resort to masters who work at home.
- This is the most unpleasant thing, because no one controls home masters for the quality of services, compliance with hygiene and sanitary requirements. They are in the gray zone. And even if something goes wrong, the client has no opportunity to make a claim against them. After all, consumers have neither a check nor a contract that confirms the provision of services," the expert explained.
Georgy Ostapkovich, Director of the Center for Conjunctural Studies of the Institute of Economic Research of the National Research University Higher School of Economics, believes that this business, like other businesses in the service sector, has become a hostage of the economic situation. According to the logic, beauty salons should, on the contrary, reduce prices when demand decreases, he said. This is a low-profit business, which will have a hard time surviving at such a high key rate, the expert believes.
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