Ukrainians are mainly looking for SPA and manicure in 2025: beauty services market analysis

Analysis of the beauty services market in Ukraine in 2025

According to ХВИЛЯ: The analysis of the Ukrainian beauty services market in 2025 shows a high demand for relaxation and basic care, particularly for SPA services and manicure/pedicure. The largest number of advertisements in the 'Manicure and Pedicure' category exceeds 3.3 thousand. The demand for hairdressing services stands at about 1.8 thousand advertisements, while the 'Brows and Lashes' category accounts for 1.7 thousand advertisements.

In addition, the 'Bathhouses, Saunas, and SPA' category received about 8 thousand reviews, indicating significant interest from Ukrainians in such services. At the same time, 'Manicure and Pedicure' gathered 5.3 thousand reviews, confirming the popularity of these procedures. There is also a growth in activity in the depilation sector, which has increased by 61%. The search for models for beauty procedures has also risen by 19%, indicating consumer activity in this niche.

Demand Dynamics and Prices

However, not all categories demonstrate positive dynamics. The decline in interest in 'cosmetology services' is 24%, and in the 'lashes and brows' category, it is 3%. The median price for cosmetology, hairdressing services, and tattoo/tattooing is 1,000 UAH. It is worth noting that 'Bathhouses, Saunas, and SPA' have increased in price by 17%, while makeup has decreased by 17%. Medical services have become cheaper by 9%. The most affordable services remain depilation, manicure, lashes, and brows, with prices ranging from 300 to 500 UAH.

Thus, the Ukrainian beauty services market in 2025 demonstrates a variety of demand for different categories, with a clear emphasis on relaxation and basic care. The growing interest in SPA and basic procedures indicates a shift in consumer priorities, likely influenced by overall economic conditions and the need for relaxation. At the same time, the decline in demand for cosmetology services may indicate changes in consumer habits or competition from other beauty service categories.