A global survey from McKinsey & Company reveals how significantly the wellness landscape is evolving—and who’s leading the charge. According to their 2025 Future of Wellness report, younger consumers are not only redefining what wellness means but also where and how they engage with it. For salon owners and professionals looking to grow their business, the implications are massive.

Wellness Is No Longer a Luxury—It’s a Lifestyle

Across four countries and over 9,000 respondents, one trend was clear: wellness is now a daily practice, especially for Gen Z and millennials. While these younger groups make up just 36% of the adult U.S. population, they account for over 41% of all wellness spending—dollars that increasingly flow into experiences, devices, and services that prioritize physical, emotional, and aesthetic health.

That shift is already influencing the $2 trillion global wellness industry and creating new opportunities for businesses—including tanning salons—that embrace a broader definition of wellness.

Younger Generations, Broader Needs

Gen Zers and millennials aren’t just interested in looking good. They’re hyperaware of mental, cognitive, sexual, and skin health. They value wellness that’s functional, integrated, and personalized. While Gen Z ranks “better appearance” in their top three wellness priorities, both groups are highly focused on sleep, stress reduction, and preventative care—driving demand for everything from collagen supplements to red light therapy.

Importantly, these consumers are also more open to trying new wellness modalities and digital solutions. They’re more likely to use health-tracking devices, mindfulness apps, IV therapy, and aesthetic treatments—meaning salons that offer multi-dimensional services have a better chance of becoming part of their wellness routine.

Five Wellness Consumer Segments—and Why Salons Should Care

McKinsey identifies five consumer types in the wellness space:

• Maximalist Optimizers: Digitally savvy, research-driven, and loyal to brands that deliver results. High spenders.
• Confident Enthusiasts: Fitness-focused, self-assured, and consistent buyers of effective wellness solutions.
• Health Traditionalists: Often older, they value simplicity and proven health habits over trends.
• Health Strugglers: Motivated but overwhelmed. Need easy-to-understand, approachable solutions.
• Wellness Shirkers: Price-sensitive and minimally engaged.

The first two segments, predominantly Gen Z and millennials, make up 36% of the population but contribute to more than 55% of market spend—making them the prime audience for services that blend science, effectiveness, and user experience.

What’s Growing in Wellness—and Where Salons Can Plug In

The survey pinpoints six fast-growing subcategories in wellness that salons can tap into:

1. Functional Nutrition
   Think collagen-infused drinks, adaptogens, and protein-packed snacks. These products could pair well with in-salon retail strategies that align with wellness messaging.
2. Beauty and Appearance
   With aesthetic wellness on the rise, services like red light therapy, skin rejuvenation, and even advanced tanning equipment that improves appearance and skin health are in high demand.
3. Longevity and Healthy Aging
   Anti-aging skin care, recovery technologies, and therapies that promote long-term wellness are attracting younger clients who are thinking proactively.
4. In-Person Experiences
   From boutique fitness to wellness retreats, consumers—especially Gen Z—are willing to travel for services. Local salons can respond by creating experiential offerings, wellness packages, or destination-style treatments.
5. Weight Management
   With many consumers using GLP-1 medications and supplements, services that support muscle tone, recovery, or nutritional coaching may find an enthusiastic audience.
6. Mental Health and Mindfulness
   Wellness is more than physical. Younger consumers are turning to all kinds of tools, from yoga and halotherapy to massage chairs and aromatherapy, to feel better emotionally.

Action Steps for Salons

This new data paints a clear picture: Wellness isn’t just a niche or seasonal opportunity—it’s a year-round priority for today’s consumer. Salons that want to grow with this expanding market should:

• Break Category Barriers: Position your business as more than a tanning salon. Offer integrated wellness solutions that address skin, body, and mind.
• Back It with Science: Use education and marketing to communicate the credibility behind your products and services. From red light therapy to skincare ingredients, consumers want proof.
• Deliver Real Value: Whether you offer luxury treatments or affordable memberships, ensure your offerings meet actual wellness needs—not just aesthetic ones.

Wellness is no longer confined to gyms, spas, or med spas. It’s increasingly showing up in unexpected places—and salons are perfectly positioned to lead the charge. By aligning your services with the evolving values of younger wellness consumers, you can future-proof your business and turn this wellness wave into long-term success.