The forecast; chaotic wellness – Fresha Creative HEAD Magazine

Promotion – Fresha

Consumers’ attitudes are changing. But how will that evolving definition of wellness impact salons and what kinds of opportunities will it create?

One of the symptoms of social media’s influence is an obsession with showing off a ‘perfect’ life, particularly when it comes to wellness. Think photos of green juice and Reels of a 12-step skincare routine. But Gen Z is less tolerant of that impossible need to always be ‘on’, and is rebelling against it.

Instead, this generation embraces reality and posts raw depictions of individual approaches to self-care. Meet chaotic wellness – a more authentic approach that presents a big opportunity for salon pros. On social media, the trend is manifesting as sad selfies and lowlight Reels, capturing the real feelings behind social media posts.

Embracing flexibility in self-care is pushing back against a hyper-wellness focus, and the traditional approach to skincare is being swapped for sleep hygiene and hangover cures. The recent TikTok hashtag #FeralGirlSummer was another nod to chaos, and it’s all about living how you want without worrying about external pressures. But balance is still key. You can have bad habits, if you counteract them with repair.

From the services you offer to your physical space and online presence, chaotic wellness is a trend you can apply across your business. The first step is to maximise the relatability of treatments, adding services that are faster and more cost-effective. Embrace a more relaxed approach to services, adding more playful or even messy elements into your salon environment for that ‘perfectly imperfect’ aesthetic.

If you use a lot of industry-specific language, consider softening the tone of your menu to make it more accessible. Do the same across all your content, both in your salon and online. And if it makes sense for your brand, try adding a little humour where you can. This will help you connect with the Gen Z audience. Given that this trend is being driven by Gen Z, they’ll be expecting all these elements every time they visit a salon. It’s important to consider what aspects of the trend will work for you and your space, because creating an atmosphere that appeals to this generation will keep them coming back.