Today’s beauty industry is embracing diversity and inclusivity, fostering a creative and individualistic environment where differences are celebrated. Spas and salons are making significant strides in promoting tolerance, empathy, and positive self-esteem, enriching both individuals and society to ensure everyone feels valued and respected.
It’s also good for business. According to the 2025 SeeMe Inclusivity Index for Beauty Report, 45% of Gen Z and 50% of millennials are likely to stop supporting beauty brands that fail to prioritize inclusivity or social responsibility.
Clients come from a variety of backgrounds and cultures each with distinct hair types, textures, and preferences. An inclusive salon goes beyond simply meeting these diverse needs; it cultivates a space where every client – and employee – feels at ease and valued. From marketing and product offerings to communication and customer experience, there are many ways to put forth a conscious and consistent effort across all aspects of your business.
Marketing and Imagery
Celebrate and highlight the rich variety of skin tones, body types, ages, genders, abilities, and cultural backgrounds in your campaigns, website, and social media. Choose models and influencers who truly reflect your diverse customer base. It’s also important to avoid stereotypes and embrace inclusive language across your marketing materials.
Product Development and Offerings
In today’s socially conscious market, skin, body, and hair care brands that prioritize inclusivity and cater to diverse needs often build a stronger brand reputation. Ultimately, this enables you to attract and retain clients who value these principles leading to increased sales, brand loyalty, and overall business growth.
Accessibility and Communication
Prioritizing physical and communication accessibility helps your salon strengthen client relationships, attract a wider audience, and showcase your commitment to inclusivity. Ensure your spaces are accessible to people with disabilities. Use gender-neutral language in marketing. Clearly communicate inclusive information about your products and their suitability. Engage with diverse communities to understand their needs and preferences.
The beauty industry has the power to shape perceptions and celebrate the vast spectrum of human beauty. Creating an inclusive and diverse beauty business requires understanding, valuing, and catering to the beauty needs of all individuals. By consciously choosing inclusivity, you can not only build a successful business but also contribute to a more equitable and representative world.
Kathy Lopez, Account Manager for SASSI, the Salon and Spa Specialty Insurance program at Brownyard Group. She can be reached at klopez@brownyard.com.
