In November 2025, the beauty salon industry is entering a new period of change.
In this article, we have carefully selected the latest trends that salon owners should keep in mind and will provide you with hints for future business strategies.
1. Industry trends as seen from "BEST ITEM 2025" award winning products
The "BEST ITEM 2025" was announced in the December 2025 issue of the industry magazine "Aesthetic Tsushin."
This award, which recognizes the products and services that have made the greatest contribution to salon sales, reflects trends that are truly supported by customers.
Hair Removal Category: LUMIX-A9X inducted into the Hall of Fame
Est Lab Co., Ltd.'s professional hair removal machine, the LUMIX-A9X, has been inducted into the Hall of Fame after winning the award for eight consecutive years.
Reasons for selection
- Equipped with SHR method and BBL photocosmetic function
- Full-body treatment can be completed in as little as 12 minutes with incredible speed
- High level of safety for reliable operation
Furthermore, a successor model, the LUMIX NOVIA, will be released in 2025.
It has been attracting attention as a next-generation multi-function device with improved operability and design that also supports facial care.
Facial Department: HBL establishes a new culture
"HBL (Hollywood Brow Lift)" developed by JULIA IVY Co., Ltd. has been inducted into the Hall of Fame for the third consecutive year.
Our unique treatment, which improves eyebrow growth patterns and creates a beautiful flow of hair, has created a new culture of "leaving your own eyebrow care to the professionals."
HBL BEAUTY, a cosmetics brand for eyebrows that utilizes treatment know-how, is also doing well, contributing to increased in-store sales revenue at salons.
Their unique product range, including a pencil specifically designed for the tail of your eyebrows with the world's thinnest 0.8mm lead, has captured the hearts of customers.
2. Evolution of business models seen in new salons
Indicating the booming industry, salons with new concepts are opening one after another.
Attention is focused on the strategic shift of "Cami VIP SALON"
Cami VIP SALON, produced by influencer Kana Tsuchiya, will have its grand opening on November 18, 2025.
We have now started accepting reservations from general customers, instead of the previous system of only accepting referrals.
Key Points of the Strategy
- Maintaining the high brand value cultivated through a limited community
- Providing custom-made treatments based on the concept of "adjusting beauty and habits"
- Comprehensive care for the circulation of the neck, face, forehead, and scalp
Armed with the technical skills and hospitality they have honed through serving a limited customer base, attention is focused on what kind of presence they will make in the general market.
3. How to respond to market polarization
Rising prices and falling real wages have led consumers to shift to selective consumption, investing in things they perceive as valuable while cutting back on unnecessary spending.
The market is divided into three layers
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High-price, high-value-added salons <br>Customers seeking specialized skills and special experiences
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Low-cost, easy-to-use salons <br>Customers who prioritize cost-effectiveness, such as those who do self-beauty treatments
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Downsizing Customers : Customers who have moved from the high-price range to the mid-price range. They are looking for "value beyond the price" rather than "just cheap."
Strategic positioning is the key to success
The mid-price salons that do not have any clear characteristics are facing the toughest battle.
It is necessary to clearly define in what position your salon will establish a competitive advantage.
| position | Target Customers | Value provided |
|---|---|---|
| Professional Salon | A demographic with a high aesthetic sense and a desire for essential value | Overwhelming technical capabilities, expertise, and special experiences |
| Salon that is close to daily life | Those who require daily maintenance | Affordable prices, convenience, and peace of mind |
| A salon that values experience | Downsizing demographic | Achieving high satisfaction while keeping prices low |
4. How DX and AI will change the future of salon management
The use of digital technology is now essential for attracting customers and increasing repeat visits.
The power of social media marketing
- There are also cases where Instagram x meta ads increased new customers by 40%
- Building relationships with existing customers through LINE official accounts is effective
Utilizing AI to improve work efficiency and customer satisfaction
- Customer data analysis and personalized proposals using an AI-powered CRM system
- Automated reservation management
- Some salons have achieved repeat rates of over 80% by using AI step delivery
These tools reduce the burden on staff and create an environment where they can focus on providing higher quality care.
summary
The beauty salon industry in 2025 will be in an era of change, with technological innovation, diversification of business models, and changes in market structure occurring simultaneously.
What is needed for sustainable growth:
- Redefining your company's strengths
- Have a clear strategy
- Providing essential value and new experiences that customers desire
Please use the trends introduced in this article as a reference to draw up a future strategy for your salon.
