Survey reveals beauty service demand soars 153% in India

Team L&M

Local search engine Justdial has released data highlighting a significant increase in demand for beauty services in 2024 compared to the previous year. The analysis compared search trends during the winter months (November to mid-January) of 2023 and 2024, as well as summer 2024 to winter 2024.

The data reveals a pan-India spike in beauty service searches during the winter of 2024, with a remarkable 153% increase compared to the same period in 2023. This growth was particularly pronounced in metro cities, witnessing a 192% surge. Notably, beauty service searches have tripled in Delhi, Bangalore, Hyderabad, Mumbai, and Chennai in 2024 compared to the previous year. Searches in Kolkata and Pune have increased by 2.5 times, while Ahmedabad’s searches are now twice what they were last year.

Non-metro cities also witnessed a substantial increase in demand, with a 131% spike. Chandigarh searches have tripled, Jaipur searches have become 2.5 times, and Indore searches are now 2 times what they were last year.

Analysing specific service categories, hair spas emerged as a top contender, with a 219% increase in searches. Mumbai led the way, with searches becoming 6x of what they were in the previous year, followed by Hyderabad and Pune at 3.5x, and Ahmedabad at 2.5x. Tan removal facial services also saw a significant 124% increase.

Furthermore, searches for ‘beauty parlours for pedicure’ increased by 64% nationwide, with Mumbai leading at 65%, followed by Chennai at 64%, Bangalore at 60%, and Delhi at 37%.

When comparing summer 2024 to winter 2024, a pan-India spike of 42% in beauty service searches was observed. This growth was more pronounced in metro cities, with a 65% increase. Mumbai witnessed the highest surge at 88%, followed by Pune at 73%, Hyderabad at 72%, Ahmedabad at 71%, Bangalore at 67%, Chennai at 52%, Delhi at 49%, and Kolkata at 31%. Non-metro cities also saw a 30% increase, with Jaipur leading at 66% and Indore at 17%.

Hair spas continued to be a popular category, with an 84% increase in searches during winter compared to summer. Mumbai led the way, with searches becoming 3x of what they were in summer 2024, followed by Hyderabad at 2.5x and Pune at 2x. Searches for ‘beauty parlours for pedicure’ saw a modest 5% increase during winter, with Mumbai leading at 46%, Chennai at 21%, and Bangalore at 11%.

This analysis provides valuable insights into the evolving beauty industry in India. The significant surge in demand, particularly during the winter months and across various service categories, reflects a growing emphasis on self-care and personal grooming. The data highlights the increasing preference for professional beauty services, indicating a shift towards convenient and accessible options for consumers.