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Beauty On Demand | WMI

Beauty On Demand | WMI

08 Apr 2016 Ann D'Adamo

in Beauty,


Beauty on demand is the latest trend in the beauty industry. Read on to learn about three innovators in this cateogy!

A relaxing day at the spa may sound like a great idea, but who has time for that? As women lead increasingly busy lives, taking an entire day—or just an afternoon—for beauty treatments is not an option. Does that mean they’re giving up their massages and manicures? Not a chance. On-demand beauty services are filling the gap as women aim to blend convenience with premium beauty experiences. Here, we take a look at the growth of the new beauty-on-demand industry.

In-and-Out Beauty

Chains like Blushington MakeUp and Beauty Lounge and Drybar offer premium beauty services in record time. Blushington’s model includes an a la carte menu of make-up application, brow and lip waxing services, lash extensions, and make-up application classes. The six-year-old Drybar chain of blow-dry bars has grown to almost 60 locations, with plans to expand to 70 by the end of 2016. The brand extended their awareness and reach by developing styling tools and a line of hair products sold in Sephora and Nordstrom. For consumers, the appeal of an affordable luxury beauty service, such as a professional make-up application or blowout, is not only in its convenience, but in the experience.

Beauty Comes to You

App-based beauty and spa services are the latest newcomers to the on-demand beauty scene. Often referred to as the “Uberization of beauty,” services like Glamsquad and beGlammed book home (or office) visits by professional hair stylists and makeup artists who arrive at your doorstep in as little as 90 minutes. Zeel, another app-based service, sends licensed, vetted massage therapists to the client’s home as early as 8 a.m. and as late as 10:30 p.m. While a massage on a portable table in your living room may not replicate a luxurious spa experience, on-demand services give many consumers access to services they could not otherwise enjoy.

Corporate Perk

Need a mani before a big presentation? Manicube, the 15-minute in-office manicure service, was created for busy professional women who need to look polished while working long hours. Manicube’s unique marketing approach includes tapping into corporate wellness programs to offer manicures as an employee benefit.  The service, founded in 2012, was acquired by Elizabeth Arden Red Door Spa last year, signaling that the on-demand beauty trend will last longer than your manicure.

What’s next? Expect to see the growth of more premium on-demand beauty services. Millennial women are willing to pay for experience, convenience, and service but they often don’t have the luxury of time. Reliable, on-demand services offer immediacy for consumers, low-overhead business prospects for entrepreneurs, and the opportunity for scheduling flexibility for beauty professionals. Want to keep up on the latest beauty trends and innovations? Subscribe to our newsletter today.