Manicure and SPA hold the market: in 2025, beauty services in Ukraine will rise selectively, and demand is shifting
15 December 20:56
In 2025, the beauty industry in Ukraine will show uneven changes: a stable interest in basic services, growing demand for relaxation and auxiliary procedures, and at the same time restrained price dynamics. This is evidenced by OLX research, which covers changes in demand, the number of offers and the cost of the most popular procedures, "Komersant Ukrainian" reports.
What is in greatest demand
According to the platform, manicure and pedicure remain the leader in the number of ads – more than 3.3 thousand offers in November 2025. This is followed by eyebrow and eyelash care services (about 1.7 thousand) and hairdressing services (about 1.8 thousand).
However, SPA, baths, and saunas are the leaders in terms of the number of reviews, which is an indicator of real customer interest: about 8 thousand reviews per month. Manicures and pedicures received 5.3 thousand reviews, hairdressing services – 2.7 thousand, eyebrows and eyelashes – 2.2 thousand.
How customer interest is changing
OLX analysts record an increase in the number of responses per ad in most categories. The biggest jump is in depilation (61%), which indicates a more active search for such services with a relatively stable offer.
There was also an increase in interest in the services of models for beauty treatments (19%), hairdressing services (18%), manicures and pedicures (18%). At the same time, demand in the cosmetology segment decreased (-24%), which may indicate market saturation or more cautious spending by customers on expensive procedures.
Prices: where it is more expensive and where it is cheaper
Cosmetology and hairdressing services, as well as tattoos and tattooing, retain the highest median price of UAH 1,000. Depilation (about UAH 300) and basic beauty treatments such as manicure, eyelashes, and eyebrows remain the most affordable (within UAH 500).
SPA and baths have risen in price the most over the year – by about 17%. On the other hand, the median price for makeup and makeup fell by 17%, and for medical services by 9%. In most categories, prices remained unchanged.
The beauty services market in 2025 remains stable, but cautious: customers do not abandon regular and affordable procedures, while being more attentive to the costs of more expensive services. The growing interest in SPA and waxing may indicate a demand for comfort and self-care even in difficult economic conditions.
