Finns use the services of hairdressers and beauty parlors the most. After the Corona pandemic, interest in various enhancement services has also clearly grown.
Finns’ demand for various beauty services has grown across the country. Unsplash
Data from Timma, a booking service for beauty services, shows that, for example, hairdressing, shower tanning and make-up services are booked clearly more than a year ago. The demand for hairstyles has increased by 950 percent per year, for spray tans by almost 700 percent, and for professional makeup by approximately 400 percent, when comparing January 2022 and 2023.
– This is probably influenced by the fact that various parties and events are being organized again in the usual, pre-corona way. People want to invest for them after a long break, he estimates Lari MykräCEO of Timma.
Various alternative treatments are services that are more in demand than ever before. Unsplash
Interest has also grown in other services. Compared to last year, there has been an increase in, for example, aroma massage, plant hair dyeing, microneedling, various nail services, head and masseter massage, hydrafacial treatment, and professional hair washing and blow-drying in the salon.
In Finland, the most popular treatments in 2022, which are booked through Timma, were various haircuts, nail services, eyelash and eyebrow coloring and shaping, and various massages.
Massages are one of the most popular treatments among Finns. Unsplash
Currently, various alternative treatments and aesthetic, non-surgical treatments are also trending in Finland. These include, for example, microneedling, acupuncture, vocal fold massage and dry cupping, as well as osteopathy and reflexology, which focus on body care.
– Various alternative treatments and medical beauty treatments seem to be on the rise. For example, treatments such as acupuncture, microneedling and dry cupping are currently more interesting than before, says Mykrä.
Hairdressing services such as haircuts and coloring are perennial favourites. During the last year, hairstyles made by a professional hairdresser have become even more popular. Unsplash
Timma’s reservation service currently includes around 4,000 shops all over Finland. So are there differences in the provinces?
– We have not observed particularly striking local trends or regional differences related to them. Basically, however, trending and new services are sold more in big cities, where they also start to rise to people’s awareness earlier than in other parts of Finland, Mykrä explains the situation.
The demand for new services has grown. So how does this show up in the offer?
Myrkä thinks that the increase in demand can be caused by many different things.
– However, the most likely reason from our point of view is that these trendy treatments and services are now generally available to a wide audience. Thus, it is easier to grab them and make an appointment. Almost all of these different services have not previously been found in the selection of Timma and nursing homes.