The World’s Most Beauty-Obsessed Cities, According to Fresha Data

As the global beauty industry continues its rise, one question continues to bubble to the surface: Which cities are truly the most beauty-obsessed? Thanks to millions of salon and spa bookings across the world, Fresha’s newly released beauty report reveals the top cities where self-care isn’t just a luxury, it’s a part of their lifestyle. 
 

From precision haircuts in Manhattan to immaculate nail art in Dubai, our data paints a vivid picture of where beauty trends are booming, how much customers are spending, and which service categories receive the most bookings. 

The Top 5 Most Beauty-Obsessed Cities of 2025

After analyzing global beauty booking behavior, average customer spend, and service popularity, Fresha, the world’s leading beauty and wellness booking platform, uncovered the top cities where beauty culture reigns supreme:

1. New York City - $384/year, on average, per customer

Top service category: Hair Styling
 

The Big Apple tops the list, with New Yorkers spending the most annually for beauty services. Hair styling dominates the scene, with locals prioritizing sharp cuts, color treatments, and professional blowouts to stay on trend in the city that never sleeps.

2. Los Angeles -  $328/year, on average, per customer

Top service category: Nails
 

In the city of stars, it’s all about the perfect manicure. LA’s love affair with nail art continues to flourish, from minimalist chic designs to bold, statement-making sets. Self-expression and pampering go hand-in-hand in Southern California.

3. Dubai -  $311/year, on average, per customer

Top service category: Nails
 

Dubai’s beauty standards are world-renowned, and the data proves it. High-frequency nail bookings, luxurious spa experiences, and a year-round culture of glam make this Middle Eastern metropolis a global beauty powerhouse.

4. London -  $296/year, on average, per customer

Top service category: Nails
 

From trendy Shoreditch salons to luxe Mayfair spas, Londoners are booking beauty services at record levels. Nails top the charts here too, with frequent appointments keeping hands and feet photo-ready, rain or shine.

5. Melbourne - $265/year, on average, per customer

Top service category: Hair Styling
 

Melbourne rounds out the top five with a strong focus on hair care. From balayage to barber fades, Melburnians are showing up for their appointments ready to maintain their signature looks.

What This Says About Global Beauty Trends:

Fresha’s booking data not only highlights which cities are beauty-obsessed, it also reveals how consumer habits are shifting:

• Nails are taking center stage across multiple continents, signaling a universal trend toward frequent, high-impact beauty routines.
• Hair styling remains a core service in cities like New York and Melbourne, where regular maintenance is a priority.
• With an average annual spend nearing $400 per customer in some cities, it’s clear that people are investing more in their appearance and wellness than ever before. 
   

Why Fresha’s Data Matters: 

As the world’s leading salon and spa booking platform, Fresha provides unmatched insights into real-time beauty trends. Our data is drawn from millions of appointments made via the Fresha platform, giving brands, professionals, and customers a true pulse on the industry. Whether you're a salon owner, beauty professional, or trend-savvy customer, understanding where and how people invest in beauty can help you stay one step ahead.

Ready to tap into global beauty trends? Explore how Fresha can help your business grow with smarter booking, better customer insights, and data-backed decisions.

👉 Get started with Fresha today