The beauty sector continues to expand in Brazil, driven by the appreciation of self-care and the growing search for personalized experiences. In 2024, the national market for personal hygiene products, perfumery and cosmetics recorded growth of more than 10%, moving R$ 173.4 billion, according to data from Euromonitor International.
Parallel to the advancement of the product industry, the services The beauty industry is also undergoing a transformation, reflecting new consumer demands and encouraging more strategic and differentiated business models.
The rise of author salons
It is in this environment of transformation that the so-called authorial salons stand out. Unlike the traditional model, focused only on the technical execution of services, these spaces are structured based on their own concept, with a defined aesthetic identity, curated by professionals and focused on the complete customer experience. The salon is no longer just a place for service and starts to function as a brand, with a clear positioning and proposal aligned with values, lifestyle and purpose.
The change follows the evolution of public behavior, which begins to seek not only aesthetic procedures, but broader experiences connected to their lifestyle. For Andreia Bessa, business manager and owner of the Blér salon, today’s consumer values more meaningful relationships with brands.
“Today the client is not just looking for an aesthetic service. They are looking for well-being, personalization and identification with the purpose of the space. The experience has become as important as the final result”, he states. As a consequence, the entrepreneurship in beauty it is reinvented, demanding a more strategic and multidisciplinary approach.
New skills gain space in salons
The advancement of the sector is also related to the expansion of access to information, the professionalization of business and the diversification of offers. If before many establishments were structured primarily on the operational execution of services, today the demand for skills linked to management, brandingcustomer experience and sustainability. This evolution also redefines the role of professionals within the beauty business.
The appreciation of teams became one of the pillars of this new model. In authorial salons, professionals no longer act solely as service providers and become part of the identity of the space, participating in the construction of the experience offered to the client. Professional curation considers not only technique, but also aesthetic affinity, alignment of values and capacity for consultative service.
In this format, the service becomes less standardized and more personalized. Individual diagnoses, active listening and continuous monitoring become part of the journey, strengthening the relationship of trust between professional and client. Service is no longer exclusively transactional and takes on a more relational character, in which each stage — from the first contact to post-service — contributes to the perception of business value.
Sustainability enters the beauty agenda
In addition to the customer experience, responsible practices gain prominence within this new management logic. Environmental, social and governance issues begin to influence strategic decisions, from the choice of suppliers and products to the internal organization of teams and the impact generated on the community.
For Thaisa Damo, specialist and consultant in sustainability and social responsibility and co-founder of Blér salon, this change accompanies a broader transformation in the sector. “Beauty goes through an awareness process. Consumers want to understand the origin of products, the impacts of consumption and how companies position themselves in the face of social and environmental issues. Incorporate responsibility into business It stopped being a trend and became part of the construction of brand value”, he explains.
According to the expert, initiatives linked to waste reduction, conscious consumption, professional development and more balanced working relationships have been consolidating themselves as relevant criteria for both clients and new talents on the market. The incorporation of these practices highlights a broader movement towards maturity in the beauty sector.
Authorial salons emerge as an expression of this transformation, in which technique, management and purpose begin to move in an integrated manner. More than following aesthetic trends, these spaces respond to deeper cultural changes, connected to the search for meaningful experiences and sustainable business models.
By Marcela Pedrassoli