As the go-to guide for all things local, we know our users are constantly searching Yelp for answers to questions like “Where can I get a manicure?”, booking appointments at their favorite hair salons and scouring reviews for the best massage therapists nearby.
With the help of our Yelp community, who contributed more than 28 million new reviews over the course of the past year, we are thrilled to release Yelp’s first-ever trend forecast report. So, what treatments will everyone be booking next year?
In order to forecast a whole new year’s worth of beauty and wellness trends, Yelp’s data science team started by using review data to find a list of words and phrases that were rising the fastest and most significantly between 2018 and 2019, in terms of percentage of users who were mentioning them. From the list of candidate trends, we narrowed it down to those whose mention rate over the last three years was most indicative of further growth, in order to predict what beauty and grooming services Yelpers will be booking in 2020. Finally, we consulted with our Yelp Trend Expert Tara Lewis to determine which trends we expect to grow in next year.
Lymphatic Drainage Facial Massages: Lymphatic drainage treatments are gaining in popularity, as Yelpers look for their next beauty and wellness treatments. The facial massages have been said to revitalize skin and give a more youthful, glowing appearance. Mentions of lymphatic drainage have increased by 36% in the past year and mentions were the highest in Miami, Los Angeles, New York and San Jose.
CBD Moves to Beauty: CBD has already made waves in food and beverages, and in 2020 you’ll see the feel-good ingredient included in beauty products, as well as CBD facials (like this one at Heyday) and massage treatments at spas around the world. (Photo via Business Owner on Yelp)
Medspas & The ‘Botox Bar’: Fillers aren’t going anywhere. We’re seeing Yelpers try out Botox alternatives like Dysport, Jeuveau and Newtox, but forget going to the doctor for these treatments. Expect to see more businesses like NYC’s Ject, a Medspa where getting in and out is as quick and easy as going for a mani/pedi.
Laser Hair Removal Goes Mainstream: The rise of national chains such as LaserAway have made laser hair removal more accessible, and more popular. Mentions of laser hair removal have increased by 23% in the past year
Dip Powder Nails: It’s no secret that people are looking for longer-lasting beauty treatments (who has time for a mani every week?). Unlike gel manicures—which are cured and sealed under a UV lamp—this technique colors your nails with a super-pigmented powder. Mentions of Dip Powder Nails have increased by 67% in the past year, and were the highest in Richmond, Cleveland, Houston, Tampa, and San Antonio.
Brows Get a Makeover: Despite the talk of a return to trends from the early aughts, it doesn’t seem like we’re ready to go back to thin eyebrows just yet. Yelpers are currently loving Ombre Powder Brows & Browlamination; expect to see these treatments gain in popularity next year. In fact, mentions of Ombre Powder Brows have increased 48% in the past year.
New Laser Facials: Laser facials were a top trend in 2019, and they’re not going anywhere. On Yelp, we’re seeing a rise in mentions of the Fire & Ice facial and Clear and Brilliant treatments. Mentions of Clear & Brilliant have increased 48% in the past year, and were highest in Las Vegas, Los Angeles, Phoenix and San Diego. People in Los Angeles, Las Vegas, Boston and Tampa Bay are loving Fire & Ice treatments, with those cities experiencing the highest number of mentions. (Photo via Business Owner on Yelp)
Stem Cells in Beauty Treatments. We’re seeing Yelp users look for non-surgical alternatives to anti-aging, and we expect the popularity of stem cell treatments – both topical and injectables – to rise in the coming year. Mentions of the term “stem cell” have increased 47% in reviews of beauty businesses since 2017 and are highest in Los Angeles and San Francisco.
Organic Beauty FTW: Call it the GOOP effect! As consumers become more cognizant of the chemicals included in both beauty products and treatments, organic beauty will continue to gain in popularity in 2020. Expect to see more clean beauty chains like Follain and Credo Beauty, as well as more spas offering and touting organic and detoxing treatments.
Spray Tans Make a Comeback: On Yelp, we’ve seen mentions of tanning beds steadily decline from 2010 through 2019. Spray tans peaked in 2014, but mentions of the word “bronzing” have been on the rise, leading us to predict that spray tans are poised for a comeback in 2020. Gone are the days of the Ross Gellar orange spray tan as people seek out a more natural, bronzed look. Expect to see Yelpers embracing their faux glow without the skin damage.
Is there a look or treatment you can’t wait to try? Tag @ Yelp on social media and tell us what trends you predict will be big in 2020.