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Spas are back on the rise, as the Global Wellness Institute reported a an 8.3% annual growth rate from 2022 to 2027 to reach $156 billion. Among the markets that have seen growth over the past few years, North America exceeded pre-pandemic levels. As stress levels rise and sleep levels drop, we can certainly look forward to a growth for spa in the next few years. Of course, younger generations are also more intune with their health and wellness, bringing in a new crop of spa clientele and with them, new trends. This report explores the trends that I believe will be buzzing about the spa community in 2025.
1. Dopamine On The Menu
Those on TikTok know that "the dopamine menu" was a thing in 2024, started by "How To ADHD" founder Jessica McCabe as a way to get those who struggle with ADHD to stimulate their brains for happier, more productive days. This got me thinking, what does this mean for spas? Many of us know that dopamine is the hormone produced by the brain when you engage in an activity, task or sense that you enjoy and makes you feel good. Some examples are exercise, aromatherapy, listening to music, seeing a friend, hugging someone, etc. The thing is, we have so many elements and services in the spa that help to increase dopamine levels, we just don't promote it.
In 2025, I see more spas embracing this concept and discussing the subtle elements and larger services of their property that may produce more dopamine for the client. Similar to the dopamine menu introduced by McCabe, the spa can segment the offerings into entrees (those that require more time), appetizers (quick and accessible experiences), sides (those that accompany less enjoyable tasks), desserts (those that should be enjoyed in moderation) and specials (those that aren't always available). For example, a spa day, body treatment or brightening facial could be an entree, whereas an appetizer could be aromatherapy or reiki and a side could be a mask during hair removal.
2. Nano Brows
Ever since microblading entered the market, we have seen a good smattering of trending brow techniques, from ombre brows to 3D brows and powder brows. The newest microblading trend that clients are clamoring for is the nano brow. The difference between the nano brow technique and other microblading techniques is it involves a single needle to create individual precise eyebrow hairs. The result is a more natural look; however, it does not last as long as other forms of microblading due to a more shallow penetration. The nano brow is also said to give the technician greater control and more flexibility in shape, and it is more gentle on the skin.3. AI Skin Analysis
Skin analysis technology has really come along way in the past few years, 2023 specifically with the introduction of a few new AI options for skin analysis. This year, Perfect Corp. debuts a simulator tool for non-surgical aesthetic procedures. Created for dermatologists, estheticians and beauty professionals, The Skincare Pro Aesthetic Simulator can visualize 27 types of non-surgical facial treatments across six facial zones. With the tool, clients can immediately see what they might look like after the beauty pro's recommended treatment.
At Face & Body Northern California, I had the opportunity to catch up with the folks at Smart SKN, a new brand in the spa market. Using the brand's AI, a skin care professional is able to scan the client's skin with a dermascope and send the data to the brand's software to allow personalized skin care formulations to be created based on their individual needs.
4. Exosomes
There has been a lot of talk on exosomes lately and even a few launches in the professional space this year. Exosomes are nanosized vesicles released into the extracellular medium by certain cell types. They have been identified as beneficial for treatment of certain diseases and skin issues because they help cells communicate with one another. In other words, exosomes have been found to be key to intracellular communication, carrying chemical messagers such as DNA, RNA and proteins from one cell to another. Though exosomes have shown therapeutic benefit for certain cancers, orthopedic conditions, neurogenerative disorders and cardiovascular issues, they have recently become a popular topic in the skin care world. They can aid in skin regeneration, produce collagen, reduce scar appearance, reduce inflammation and hydrate the skin. They are used after treatments like microneedling to reduce inflammation and speed healing; however they have recently made their way to topical formulations. In Lira's Pro Refining Creme, exosomes from apple are employed to promote cellular rejuvenation and brighten the skin.
5. Cryotherapy 2.0
Cryotherapy goes back as long as medicine, with early records noting it was used by Egyptians; however, innovation over the last decade has seen the introduction of cryotherapy chambers, cryofacials and cryolipolysis, among others. After the popularity of these treatments began to surge by athletes and those looking for rejuvenation, inventors then began to look at making the innovations electric rather than using liquid nitrogen.
Zemits launched CoolRestore Elegance, which uses CryoElegance technology to maintain a consistent low temperature for precise and safe treatment. The treatment is said to rejuvenate skin, reduce inflammation, increasing circulation and reducing pore appearance.
Some manufacurers have taken cryotherapy one step forward by looking for ingredients that mimic cryotherapy. 111Skin is one such manufacturer, launching the Cryo Collection that uses ATP and ATP-stimulating ingredients to mimic the affect of extreme cold on skin. Similarly, Clarins introduced Cryo Flash Mask, which was inspired by cryotherapy to lower the skin's temperature by 7°F. The brand incorporates a proprietary blend of a menthol derivative and evening primrose to firm, reduce pore appearance and help fight the signs of aging.
6. Active Body Care
Long gone are the days of simple, humdrum body moisturizers. After all, clients want to see results with their body skin too. The body care to recently enter the professional skin care market is packed with active skin care ingredients to produce real results on body skin.
Retinol is included in FarmHouse Fresh's Blissed Moon Dip to rejuvenate the body skin and reduce the appearance of fine lines and wrinkles. The formulation also contaifirming peptides and is scented with watermelon and basil.
Peptides are also included in Hydropeptide's new LUMIFIRM Radiant Tightening Lotion, which also includes niacinamide to brighten, biotin and ceramides to repair the barrier and ceramides. The cream is said to reduce the visible signs of aging and give the body a glow.
7. Scalp Care
Scalp care is no longer relegated to hair care. This segment of skin care is poised to grow even further, with clients noticing not only how therapeutic scalp care can be but also how much healthier it can make their hair. In the past few years, scalp care has really taken off, with new brands entering the market with a sole focus on scalp care and existing manufacturers adding scalp care products and protocols to their lineups.
At the recent Face & Body show in Sacramento, I had the pleasure of seeing K HeadSpa in action. The brand is dedicated to scalp facial treatments, providing literally everything you need to perform the service, from the equipment to the tools, treatments and support products. The treatment looked like the ultimate in relaxation, and is complements most traditional spa treatments very nicely.
Pure Fiji has a Fijian Scalp Ritual, where warm Nourishing Exotic Oil is massaged into the scalp and left on for a treatment, followed by the brand's Coconut Milk Shampoo and Coconut Creame Conditioner.
8. Microbiome Beyond the Face
The spa market has seen its share of microbiome-focused facial launches over the past few years, but the microbiome market has broadened recently to also include the body. It was only a matter of time before we realized that all skin needed a balanced microbiome.
LeMieux's Proferm Neck Contour Mask contains probiotics to ensure a healthy microbiome on the neck. Fermented ginseng and green tea accelerate the delivery of the formulation's ingredients, while goji provides fights free radicals, orchid plumps, peptides firm and hyaluronic acid hydrates.
Radeq Lab Sugaring was present at the recent Face & Body show in Sacramento to showcase its probiotic sugar pastes. There are five pastes, each with prebiotic ingredients that help maintain a balanced microbiome. The line also has pre- and post-biotic prep and treatment products for sugaring.
9. Facial Bars
With our increasingly busy lives, some clientele just don't have the time to spend long hours at the spa often. Enter the rise of the facial bar, where clients can go and receive an express facial for beautiful, healthy skin and less time commitment. Of course, we know that an abbreviated facial time and a different setup only lends itself to certain facials. Nevertheless, these types of facial property continue to be popular accross the United States.
There are a number of facial bar chains out there such as Heydey, Skin Laundry, Face Foundrié and Glowbar. Both Face Foundrié and Glowbar expended their properties in 2023, with more on the way. These properties offer a range of brow, lash and facial services ranging from a quick 20 minutes up to a 50 minute treatment. Though these properties will continue to grow, there is a way that dayspas can compete, but creating their own version of a facial bar with more express services. This could be a separate area of the spa if you have room, or you could do it in an existing space that is just dedicated to shorter services.
10. Cloud Creams
Do you feel like you are seeing more cloud creams than ever before? If so, you aren't going crazy. The professional skin care industry, and the beauty industry as a whole saw a whopping amount of cloud cream introduction is 2024, and the trend is likely to continue. So, what is a cloud cream, and what options are available to skin care professionals.
A cloud cream is an airy, lightweight moisture that packs a heavy nourishing and hydrating punch, hence why it has the cloud reference. Oftentimes, these formulations will contain hyaluronic acid to hydrate and ceramides to restore the skin barrier; however, formulations vary. And cloud creams aren't just for the face, there are plenty for the body as well.
Eminence has its Snow Mushroom Moisture Cloud Eye Cream that uses snow mushroom, reishi and birch water to provide intense hydration. This fluffy eye cream is also formulated with peptides from quinoa to improve the appearance of the eyes.
Squalane is utilized to provide hydration in Image's Biome+ Smoothing Cloud Creme. The formulation also contains hyaluronic acid to hydrate and a blend of flax and celery seed to smooth uneven texture.
References
1. https://globalwellnessinstitute.org/industry-research/global-wellness-institute-2023-global-wellness-economy-monitor/
