Unlocking Growth in the new era of Salon Suites: 5 Must-Know Trends for Savvy Location Owners
This one’s for all our friends out in salon suite land.
If you’re a salon suite owner or operator, you already know this industry doesn’t sit still. What worked even two or three years ago isn’t what’s working now. In this article, I want to break down a few major shifts we’re seeing in the beauty and salon suite world—and how they’ll affect your ability to fill suites, keep great tenants, and stand out in a crowded market.
Let’s dive in.
The Long Tail of the Pandemic Is Still Shaping the Industry
We’ve said it before, but it’s worth repeating: the ripple effects of 2020 are still with us. According to updated PBA data, the salon workforce has recovered significantly, but many seasoned professionals took that moment to reset, retire, or pivot—and many new ones are still finding their footing.
And while overall salon industry revenue is on track to surpass pre-pandemic numbers by 2027, the journey back hasn’t been smooth. Inflation, rising credit card debt, and shifting client habits have made Q1 slower than it used to be. What was once a prime leasing season (January–February) has been pushed out to March–May.
Translation for suite owners: If you’re running your biggest marketing push in January, you’re probably too early.
Pros Want More Than Just a Suite. They Want a Platform.
This is one of the biggest shifts we’ve seen over the past year.
Back in the early days of the salon suite boom, you could lead with “24/7 access” and “free laundry.” Not anymore. Today’s beauty pros are looking for a suite that aligns with their brand, offers real business support, and has a community they want to be part of.
They want mentorship. They want access to marketing help. They want to be seen.
What does that mean for you?
Start building in business education. (Platforms like The Salon Hub are doing this well.)
Host workshops or mixers, not just for your tenants, but for prospective tenants too.
Make your current tenants the face of your brand. Feature them. Celebrate them. People want to be part of something that feels active and aspirational.
Specialization Over Generalization Is the New Gold Standard
Consumers are no longer looking for “just a haircut” or “a facial.” They’re looking for specific services delivered by people who own that niche.
And guess what? Your facility is uniquely set up to be a hub for that.
Encourage your suite professionals to double down on their specialty, whether that’s lived-in color, injectables, or holistic skincare and promote those offerings at the location level. This also gives you a way to run consumer-facing campaigns that drive awareness and support your tenants’ success.
The more unique your collective offering, the harder it is for another location to copy your value.
Advanced Skincare and Wellness Are Heating Up
According to market trends and what we’ve seen in leasing data, there’s increasing demand for estheticians who offer high-tech or high-impact services; think microneedling, LED therapy, or even medical aesthetics like injectables.
These providers need clean, premium-looking suites with privacy and professionalism baked in. If you’re trying to future-proof your location, it’s worth thinking about how your facility supports (or hinders) these more advanced tenants.
The Client Experience Now Starts in Your Lobby
Post-pandemic, premium experiences are in. And it’s not just about the service, it’s about the full journey.
From the moment someone walks through your front door, your facility is telling them something about what kind of beauty business operates here. That goes for prospective clients and prospective tenants.
Investing in small but high-impact upgrades like lighting, signage, bathroom design, or even scent can go a long way toward creating that boutique, elevated vibe that attracts top talent.
A Shrinking Talent Pool Requires a Two-Pronged Approach
Here’s a stat from our own research that caught us off guard: over 75% of beauty pros who left the industry during the pandemic had fewer than three years of experience.
That gap is still being felt today.
What we’re seeing now is that most leads coming in fall into one of two categories:
Brand new grads with no book but big dreams.
Tenured pros with 6+ years of experience who are ready for more independence.
Both are valuable. But they need different things.
For the younger crowd:
Partner with beauty schools.
Sponsor career nights or mixers.
Create an onboarding experience that demystifies business ownership.
For the vets:
Highlight your business support.
Show them a pathway to earn more and keep their sanity.
Make it clear that your space was designed with their brand in mind—not just for first-timers.
Final Thoughts
The beauty industry isn’t static, and neither is the salon suite model.
More pros are choosing independence, but that doesn’t mean they’re walking in with business plans and perfect client lists. If you want to keep your space full and your tenants happy, the move in 2025 is clear: offer more than space; offer support.
And if you’re feeling stuck? We’re here.
At Bow Tie Social, we specialize in marketing for salon suite locations. But we don’t stop at ads. We help you attract, engage, and retain the people who’ll make your business thrive.
Let’s talk.
Stay bold, stay future-focused, and let’s build something great together.
Stephen Cassano
CEO, Bow Tie Social
