2025/2026 Beyond Beauty Report: What Nigerian Beauty Customers Really Want
Insights every salon and spa owner needs to attract customers, increase bookings, boost retention, and grow revenue.
The Beyond Beauty Report is an annual study by Splice that analyses the habits, expectations, and spending patterns of beauty and wellness customers across Nigeria.
The 2025/2026 edition is based on responses gathered between January and July 2025 from customers who patronise salons, spas, nail studios, barbershops, aesthetics clinics, and other beauty businesses.
Why this report matters
Nigeria's beauty and wellness industry is expanding rapidly, but growth doesn't always equal profitability.
Without clear insight into what today's beauty customers value most, even skilled beauty businesses struggle with booking chaos, no-shows, and inconsistent retention.
This report gives you a roadmap for sustainable growth.
Ready to take your beauty business to the next level?
What's inside the report?
Booking and payment preferences
Nearly half (49.1%) of customers now prefer online booking, and 87.5% are comfortable paying in advance under the right conditions.
Discovery channels
68.3% of beauty clients use Instagram to find salons and spas; TikTok is growing fast at 28.2%.
Customer expectations
92% of customers say ingredient/product safety transparency is "very important," and 71.7% rank service quality as the #1 satisfaction driver.
Why this data is worth your time
If you run a Nigerian beauty business, you'll find this report useful because:
It's grounded in local data
Responses collected from across Nigeria between January and July 2025.
It's actionable & relevant
Straightforward insights you can use immediately across bookings, loyalty programs, marketing, and operations.
It's built for growth
Helps you meet evolving customer expectations and turn one-time clients into recurring revenue.
Ready to take your beauty business to the next level?
Download the report now and start making better decisions for your business growth.
