Beyond the Mirror: Why Beauty is the Essential Social Fabric of the UK By Millie Kendall OBE

12 Oct 2026

For years, whenever I spoke to policymakers about beauty, I was met with a polite, patronising smile. The assumption was that our industry was “fluffy stuff that girls play with” a purely discretionary indulgence, easy to dismiss when times got tough.

We proved the economists wrong when we showed that beauty contributes tens of billions to UK GDP. But our latest research The Impact of Beauty: Revealing its Social, Cultural and Economic Value, compiled by Oxford Economics and supported by L’Oreal Groupe, proves something far more fundamental. Beauty isn’t a luxury, it is a social necessity, an engine for local high streets, and a vital pillar of national wellbeing.

When you look at how people actually live, the “discretionary” myth completely collapses. British consumers spend an average of 13 minutes a day and £27 a month on their personal care routines. Over half of adults use skincare daily, and the average adult visits a hairdresser or barber every two months. Only 7% of people describe beauty as purely a “treat”. In household budgets, personal care is prioritised above gym memberships, streaming subscriptions, and eating out. It sits squarely alongside clothing as an essential part of daily life.

Image Credit: Chris Agius-Burke & Justin Metz

Why? Because how we look directly impacts how we feel and how we navigate the world.

Three-quarters of frequent users report that personal care has a direct positive impact on how they feel about themselves. It also shapes how we show up for the moments that matter. Over half of consumers say taking care of their appearance gives them the confidence to attend social events, make positive first impressions at work, and feel taken seriously in professional settings.

For young adults, this isn’t just about maintenance; it’s about identity. Over 50% of 18-to-24-year-olds use personal care as an outlet for creativity and self-expression.

Yet the true superpower of our sector extends far beyond the individual mirror it sits on the British high street.

At a time when town centres are struggling, beauty services cannot be downloaded or automated. Every appointment requires a physical visit. Our geospatial analysis reveals that personal care establishments make up nearly a third of all hospitality and leisure amenities across UK retail zones. In smaller high streets, that figure rises to over 35% where hair and beauty salons alone match the total footprint of pubs, bars, and cafés combined.

Crucially, beauty businesses do not just ride on existing footfall; they create it. Over 55% of personal care appointments take place on the high street, and for 86% of those visits, the appointment was the primary reason the person left their house. Half of those visitors go on to spend money at neighbouring shops and cafés.

Beyond commerce, these spaces offer irreplaceable human connection. In an era plagued by chronic loneliness, salons and barbershops serve as vital social infrastructure. 44% of frequent users report having meaningful personal conversations with their service providers. For nearly one in five users and a staggering 42% of young men aged 18 to 24 a visit to a personal care provider is one of the few human interactions they have in a given week.

As we celebrate British Beauty Week, it is time to change the narrative permanently. Beauty is not superficial. It is the beating heart of our local communities, an anchor for our high streets, and a quiet, daily source of confidence and connection for millions. It is time we treat it with the respect it has always earned.

Download the full report here.

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