Massage | Industry Trends

As The Demand for Wellness Continues, 5 Spa Trends Emerge

As innovations are moving fast in the wellness industry, we will see these five trends underway throughout 2023.

By Lisa Rossmann | With edits by Mark Zuleger-Thyss

The spa industry has much to look forward to in 2023. With 2022 in the rearview mirror, we can appreciate the spa trends that will make it into the new year while saying farewell to the fads. Here are five spa trends on the 2023 horizon.

1. Spa Trend: Self-Care

With over 70 million hashtags worldwide, #selfcare remains one of the top concerns as the COVID-19 pandemic continues. Inside the spa industry, we predict that massages and self-care services among consumers will reach an all-time high in 2023. But what differentiates last year's consumer from this year's consumer? The answer is a desire for more.

Coming off the self-care boom of 2022, consumers want to expand beyond monthly massages. They are looking for numerous ways to step up their spa game by energizing their minds and bodies. What's coming in 2023 will fulfill this desire among consumers.

In 2023, we expect spa treatments to switch from a luxury to a necessity. The consumer's mind is shifting from viewing a massage as a treat to spoil themselves to something their body needs to release stress and maintain a healthy lifestyle.

This perspective first began with consumers in 2022 as spa visits were on the rise. The increase in the popularity of massages and facials was initially embraced with the mindset of "Wow, this is relaxing! I want to enjoy this hour of feeling great more often." Yes, clients should enjoy massages and facials, which are relaxing, but there is more to them than relaxation.

Consumers are catching on to the fact that regular massages and facials maximize the health potential of their bodies. Before this mental shift of wellness as a requirement, it was typical to see people neglecting their body's needs. In 2023, consumers will realize the importance of spa treatments now that self-care s widely discussed and more accessible.

2. Spa Trend: Gen Z

As we enter a new year, a new demographic has emerged as trendsetters for the spa scene. The upper ages of Gen Z, ages 13 to 28, have their own money to spend on themselves and have placed a high priority on health and wellness. Research shows that the Gen Z consumer is most interested in self-care and spa visits to date.

We expect this generation to continue to raise the demand for the wellness industry more than ever this coming year. However, because of increased demand from the Gen Z audience, the spa industry is gearing up with services that will captivate these young consumers.

3. Spa Trend: Gua Sha & Ice Globe Facials

One example of the trending wellness services we will see more of in 2023 is lymphatic-draining gua sha facial massages. Gen Z consumers have recently sparked a gua sha craze, and these sculpting tools have been flying off the shelves.

Gua sha is a traditional Chinese medicine practice where a facial tool scrapes the skin with light pressure to promote drainage and light petechiae. We usually see this as a self-practice, but several spas will add this service to their menus this year.

I am also interested in adding ice globe treatments to a mask. Ice globes are chilled facial tools that provide similar benefits to the gua sha facials. These chilled globes drive product penetration further while stimulating blood flow.

4. Spa Trend: Crystal Therapy

Another spa trend for 2023 that we can thank Gen Z for is crystal therapy. We have seen tons of spas drawing in this younger crowd with the implementation of crystals.

Crystal mats comprise therapeutic benefits and act as a heated body wrap. These mats provide tremendous relaxing benefits while clients lie on them. 

5. Spa Trend: Stretch Therapy

The rising popularity of stretch therapy will significantly impact the health-and-wellness field in 2023. We usually experience stretch therapy with athletes or exercise fanatics in the spa industry. However, in the past few years, people have been tenser than ever.

Therefore, stretch therapy will play a significant role in spa trends for 2023 and will be more easily accessible as spas begin adding this service to their menus.

Spa Trends in 2023

As innovations are moving fast in the wellness industry, we will see these five trends underway throughout 2023.

About the Author

Lisa Rossmann serves as Senior Vice President of Service and Product at Hand & Stone Franchise Corporation, which has 540 locations in the U.S. and Canada. Rossmann fosters Hand & Stone's mission to provide high-quality and affordable massage and facial services as part of a healthy lifestyle.

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Copyright © 2023 Lisa Rossmann | All rights reserved.