I’ve just returned from Cosmoprof in Hong Kong, and although the event is heavily focused on products, ingredients and global brands, the discussions taking place there affect every single one of us working in the hair and beauty industry. Consumer behaviour is shifting rapidly, and understanding those shifts has become essential for running a successful modern salon.

What struck me most is how dramatically our landscape has evolved. We are not working in the same industry we were before the pandemic  not even close. Clients think differently, buy differently, research differently, and expect things from us they never expected before. The conversations in Hong Kong weren’t simply about trends; they were about trust, safety, transparency, wellbeing, and the role technology now plays in every decision a client makes.

I spend a huge amount of time researching SEO and AI, and the rate of change is honestly unbelievable. These systems develop weekly,  sometimes overnight and they’re having a direct impact on how businesses are discovered, judged and chosen. In some cases, it's positive, opening new doors for visibility. In other cases, it exposes gaps and weaknesses. Either way, ignoring it is no longer an option.

With all of that in mind, here is a clear, grounded breakdown of what to expect in 2026, based on global data, industry research and the behavioural shifts already happening across the sector.

Are you ready?

One of the strongest messages from the global data is that safety now sits at the top of consumer priorities. Statista’s research shows that non-toxic ingredients are the most important factor for 37% of beauty shoppers, more important than natural claims, packaging or marketing.

This shift didn’t appear out of nowhere. Clients are exposed daily to dermatologists, skincare experts and creators who explain ingredient functions, highlight risks and break down treatments in detail. They’ve also seen far too many examples of things going wrong, burns, infections, allergic reactions and damage caused by unqualified practitioners.

As treatments have become more advanced, clients have become more cautious. They know that modern procedures are not just “pampering” anymore; they sit much closer to cosmetic health. That’s why qualifications, training, hygiene and product knowledge now carry so much weight when a client chooses where to go.

Salons can reinforce trust by clearly showing:

• Qualifications And Length Of Training

• Insurance And Treatment Safety Protocols

• What Ingredients And Brands Are Used And Why

These aren’t marketing points, they’re reassurance.

Today’s salons offer treatments that overlap with cosmetic dermatology: microneedling, peels, dermaplaning, LED, high-strength actives and advanced facials. Clients understand that these procedures require real training. They also know the UK industry is unregulated in many areas, which means anyone could be offering treatments without adequate skills.

Clients now ask questions not to challenge you, but to protect themselves. They want to know:

• where you trained

• what your qualification covers

• how experienced you are

• whether your approach is evidence-led

Global surveys show that around 30% of consumers expect transparency from beauty brands and service providers.
This isn’t a preference anymore it's an expectation.

When a salon communicates openly, clients interpret that as professionalism and safety.

Another major shift is the expectation for inclusive and supportive environments. Consumer data shows:

• 23% prioritise inclusive product ranges

• 29% value diversity

• Many actively search for providers who understand their specific needs

This change is happening because clients finally feel able to talk openly about things that once stayed hidden,  neurodiversity, menopause, trauma, sensory needs, gender identity, medical conditions and more. As these conversations have become normalised, clients naturally look for practitioners who understand and accommodate these needs.

This is why tags like:

• Neurodiverse-Aware

• Menopause-Informed

• Trauma-Aware

• LGBTQ+ Friendly

…are not niche. They are becoming search behaviour.

Inclusivity is now perceived as safety and respect. Salons who acknowledge and understand the diverse needs of real clients will outperform those who rely on generic messaging.

In 2023, clean beauty peaked at 57% “very interested.”
By 2025, that number dropped to 22%.

This decline happened because consumers have gained access to better information. Dermatologists and scientists online have challenged misleading claims, and clients have learned that:

• “clean” is not a regulated term

• natural does not always mean safe

• evidence matters more than slogans

Clients want products and treatments backed by research, testing, and results. This benefits trained professionals enormously because it moves the conversation away from hype and back to expertise.

Evidence-led salons will stand out in 2026.

The global wellness industry has surpassed $2 trillion, and beauty has become part of that movement. Clients now link skin health to mental health, stress levels, hormones, ageing and long-term wellbeing.

This shift explains the rise of:

• calming facials

• barrier-repair routines

• sensory-led product textures

• simple, supportive skincare

Clients want environments that feel safe, calm and considered. They want practitioners who understand not just their skin, but their life pressures. Aggressive, trend-led treatments are becoming less appealing unless the practitioner is highly skilled.

Supporting emotional wellbeing is now part of the client experience.

Consumers are researching practitioners the same way they research products. Many now:

• compare ingredient lists

• check treatment safety through apps

• read reviews and case studies

• look up qualifications

• analyse a provider’s online presence

This behaviour has developed because clients understand that the industry is complex and not always regulated. They’re not being sceptical — they’re being sensible.

A salon that presents information clearly and professionally is far more likely to be chosen by clients who have already done their research before they ever make contact.

Client expectations have changed because the world has changed. Treatments are more advanced, risks are more visible, information is everywhere, and technology is accelerating everything.

Clients want:

• Safety

• Transparency

• Expertise

• Inclusivity

• Evidence-based care

For salons that have always prioritised professionalism, this shift is finally working in your favour. The industry is moving towards quality, and clients are actively seeking it.

2026 will reward the salons that evolve with the landscape,  not the ones trying to operate as though nothing has changed.