Champneys surveyed 2,000 Brits to uncover how their views on beauty treatments have changed since the beginning of the pandemic. From the true cost of beauty to the horror story of home treatments, read all the insights on how the nation’s priorities have shifted when it comes to self-care and wellness here. 

The nation saw salons, spas and beauty therapists close for months on end during the COVID-19 pandemic, with many people left to pick up their beauty treatments at home. Whether it was trialling a home Swedish neck and shoulders massage with a partner, attempting a full body wax or opting to go au natural – Champneys can reveal how the pandemic changed the beauty and wellness landscape, from the treatments Brits are prioritising to their views on self-care. 

Home treatment horror stories

Some treatments are best left to the experts, but that doesn’t mean the public shied away from giving them a go while salons were closed. Nearly one in five (19%) Brits admitted to not knowing the safety risks and dangers with home treatments, so it’s no surprise that 13% of people have had a home treatment go wrong. 

From Gorilla Glue hair to TikTok beauty trends gone sideways, there has been an array of at-home mishaps since pre-pandemic. The younger generation, 16-24-year-olds, were most likely to experience a horror story of home treatment, with 15% needing to seek professional help to fix the mistakes of their at-home beauty hack. Surprisingly, more men have tried a DIY beauty treatment that resulted in an injury than women. 

Brits’ priorities shift to more holistic treatments over aesthetic

One in four (25%) Brits feel less pressured to get aesthetic treatments – such as nails, lashes, eyebrows, fillers and tanning – since pre-pandemic, while one in five (20%) now prioritise wellbeing treatments – such as massages, facials and other wellness treatments. Champneys also found that 30% of people now invest more time into self-care, including the likes of skincare, waxing, and facials. This data shows how far the pandemic has transformed the nation’s views and priorities when it comes to beauty and personal care. 

Top five priorities Brits associate the most with self-care are: health, food, exercise, bath, and mental health. 

Gen Z is the generation prioritising holistic well-being treatments the most, as well as being the age group investing more time into self-care as they believe it has a positive impact on their mental health, with almost half (49%) agreeing. Millennials are the generation that has seen the biggest change in their priorities for treatments, now seeking wellbeing treatments more than aesthetic, while The Silent Generation (74 years and older) are the only group still prioritising aesthetic treatments. 

The UK cities spending the most to help the beauty and wellness industry recover 

The survey also reveals the UK cities home to the most people spending more money on treatments now compared to pre-pandemic. Birmingham ranks first, with nearly one in five (19.9%) people admitting to spending more money now versus before the first lockdown. Where else in the UK ranks as doing the most to help support the reopening of the beauty and wellness industry? These are: Birmingham, London, Nottingham, Manchester, and Glasgow.

Commenting on the research, Laura Tatlow, Group Spa Director at Champneys: ‘Although some attempted at-home treatments, the break we’ve seen in the public’s usual beauty regime while beauty salons and spas were closed looks to have triggered an interesting shift in priorities. Our data shows that people in the UK are looking for more holistic and wellness-centric treatments, such as massages, facials and spa visits, than aesthetic beauty treatments. 

‘Not only do these wellness treatments help to rejuvenate, heal and re-energise our bodies, but they are also a great practice for mindfulness. This has proven to be a clear priority for many people across the UK with the report revealing a strong link between self-care and its positive impact on mental health.

‘Not only is it great to see people prioritising their wellbeing in a time that has been challenging for everyone, both mentally and physically, but it’s also extremely welcoming to see UK cities come together to help support the reopening of our beauty and wellness industry across the nation.’