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Markets & trends

Beauty industry bets on multifunctional salons to stand out from the crowd and attract new customers

New businesses bring together traditional beauty services in entertainment spaces such as bars and art galleries.

The Brazilian professional beauty market is a highly competitive environment. According to data from the Brazilian Service of Support for Micro and Small Enterprises (Sebrae), the number of beauty salons in Brazil have quadrupled in the last four years and reached 600,000. With 24 in every 100 businesses closing its doors in the first two years of operation, it’s more important than ever to stand out from the competition.

Corleone barber shop

Corleone barber shop

There are currently more beauty salons opening in São Paulo than bars or cafés, as revealed by a survey conducted by the state’s Board of Trade (Jucesp), which has been encouraging business owners to invest in hybrid venues to reach out to new customers. Without putting aside regular hair, nail and skin care services, they claim to offer a unique experience to clients while allowing complementary businesses to leverage each other’s capabilities.

Galeria Recorte, salon and art gallery

Galeria Recorte, salon and art gallery

Novo Arte Estúdio de Criação is one of them. The salon opened its doors in 2010, in São Paulo, specializing in hair color, cut and treatment, but also offering tattoo and body piercing services as part of its menu.

Tattoo artists are also found among hair stylists at Circus Hair. With two locations in São Paulo, the multipurpose venue has pool tables, arcades and a DJ playing top tunes to entertain clients while they wait at a carousel-like bar, placed right in the middle of the Rua Augusta shop.

In April, Galeria Recorte opened its doors in the same street of the Jardins suburb, holding under the same roof a beauty salon and an art gallery that exhibits collage works.

The barber shop - and brewery - Corleone is another multi-use business with two stores located in São Paulo’s southern suburbs. Operating for over two years, Corleone brews its own draft beer and offers a menu with over 450 craft beers, as well as nibbles, sandwiches and main dishes.

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