Leading salon, spa, and fitness software Vagaro recently conducted a survey* across hundreds of LGBTQIA+ beauty consumers to gauge their insights and experiences within the industry. The results will help inform hair and beauty businesses on how to maintain and improve practices to be more inclusive.
Results
- When asked about LGBTQIA+ representation in the mainstream beauty industry, approximately two-thirds of respondents say they feel either “somewhat or very” represented.
- Respondents also report progress in outward or physical gender expression over the last few years, with 63% claiming they are more comfortable in doing so now. Among age groups, Generation X reported the highest level of comfortability in gender expression.
- 62% of survey participants say hair plays an important role in gender expression.
- When it comes to booking an appointment for hair services, 30% say LGBTQIA+ representation among staff plays an important role in their decision. Among age groups, Gen Z participants were most likely to rank this of high importance.
- A similar percentage, 27% of respondents, report prioritising purchasing products from LGBTQIA+ friendly brands.
Understanding your clients
Vagaro Chief Marketing Officer, Charity Hudnall says: “At Vagaro, we’ve long understood the importance of a truly diverse and welcoming beauty landscape which is why, some time ago, we created the LGBTQIA+ friendly tag for businesses to use to improve searchability by inclusive-seeking clients. This recent data further provides our team and our businesses with deeper insights into the diverse needs and preferences of LGBTQIA+ beauty consumers.”
Hair and beauty businesses who wish to foster more inclusive environments can see the breakdown of the survey’s full findings and discover actionable steps on Vagaro’s educational blog.
*The survey was conducted in partnership with Talker Research, formerly known as OnePoll.
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