Market rankings · Beauty and personal care
Top markets for spas and skin care studios
Every U.S. metro area, small-town market and county, ranked by the Groundwork market score for spas and skin care studios. The score weighs household spending per studio, households per business, population growth and spending power.
- Listings in the U.S.
- 148,223
- 15,165 chain locations (10%)
- Official establishments
- 31,863
- +29.8% since 2019
- Household spending a year
- $129.8B
- On personal care products and services
- Listings per 10k households
- 11.5
- Spending per listing: $876K
A site report maps the spas and skin care studios on map listings around the address by name and distance, and the spending within reach.
Free10 actions over 3 days, no cardSurvey estimates 2020–2024 · population estimates 2025 · official business counts 2023 · map listings September 2026 · Data credits · How we measure
What this means
Map listings as of September 2026 show 148,223 spas and skin care studios in the U.S. Chain locations make up 10% of them. That is 11.5 per 10,000 households.
At $1,005 per household, households in the U.S. spend about $129.8B a year on personal care products and services. That is about $876K of household spending for each studio on map listings. That spending covers all personal care products and services, which spas and skin care studios share with other businesses in the trade.
In 2023, official counts showed 31,863 businesses with payroll in the U.S. classed as other personal care services, up 29.8% from 2019. They employ 183,545 people, with $5.6B in annual payroll.
The Wildwood-The Villages, FL metro area has the highest market score for spas and skin care studios among 387 scored metro areas, at 85. In the 10 highest-scoring metro areas, the median spending per studio is 80% above the U.S. figure, and the median rate of listings per household is 44% below the U.S. rate.
Top markets
These tables (CSV)Ranked by the Groundwork market score, which weighs household spending per competitor, households per business with payroll, population growth and spending power against every other market of the same kind. How the score works.
Top metro areas of 1 million people or more
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth |
|---|---|---|---|---|---|
| 17Cincinnati, OH-KY-IN | 75 | 701 | 7.7 | $1.3M | +2.7% |
| 18Grand Rapids-Wyoming-Kentwood, MI | 75 | 352 | 8.0 | $1.3M | +2.8% |
| 47Columbus, OH | 68 | 855 | 9.9 | $1.1M | +4.7% |
| 55Minneapolis-St. Paul-Bloomington, MN-WI | 65 | 1,383 | 9.4 | $1.2M | +2.6% |
| 65Washington-Arlington-Alexandria, DC-VA-MD-WV | 64 | 2,521 | 10.6 | $1.1M | +3.3% |
| 81Fresno, CA | 62 | 353 | 9.5 | $1M | +3.2% |
| 85Philadelphia-Camden-Wilmington, PA-NJ-DE-MD | 61 | 2,201 | 8.9 | $1.2M | +1.4% |
| 96Indianapolis-Carmel-Greenwood, IN | 60 | 902 | 10.7 | $973K | +5.4% |
| 103St. Louis, MO-IL | 59 | 1,041 | 9.0 | $1.2M | −0.2% |
| 117Pittsburgh, PA | 57 | 874 | 8.2 | $1.2M | −1.3% |
| 120Richmond, VA | 57 | 500 | 9.4 | $1M | +5.5% |
| 122Seattle-Tacoma-Bellevue, WA | 57 | 2,013 | 12.5 | $987K | +3.3% |
| 124Kansas City, MO-KS | 57 | 987 | 11.0 | $958K | +3.4% |
| 132Cleveland, OH | 56 | 789 | 8.5 | $1.2M | −0.8% |
| 134Louisville/Jefferson County, KY-IN | 56 | 465 | 8.3 | $1.1M | +2.9% |
Top 50 metro areas
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth |
|---|---|---|---|---|---|
| 1Wildwood-The Villages, FL | 85 | 32 | 4.6 | $2M | +21.1% |
| 2Merced, CA | 83 | 37 | 4.3 | $2.1M | +5.1% |
| 3Gettysburg, PA | 82 | 20 | 4.9 | $2.1M | +3.6% |
| 4Stockton-Lodi, CA | 81 | 216 | 8.8 | $1.2M | +5.5% |
| 5Hagerstown-Martinsburg, MD-WV | 79 | 77 | 6.5 | $1.4M | +7.1% |
| 6Yuba City, CA | 79 | 50 | 8.1 | $1.2M | +3.3% |
| 7Ames, IA | 77 | 26 | 5.2 | $1.9M | +2.2% |
| 8York-Hanover, PA | 77 | 115 | 6.3 | $1.6M | +3.6% |
| 9Reading, PA | 77 | 106 | 6.5 | $1.5M | +2.7% |
| 10Waterbury-Shelton, CT | 77 | 142 | 7.9 | $1.3M | +3.2% |
| 11Monroe, MI | 76 | 33 | 5.2 | $1.9M | +0.7% |
| 12Lexington Park, MD | 76 | 47 | 6.2 | $1.9M | +2.1% |
| 13Lancaster, PA | 76 | 146 | 6.9 | $1.5M | +1.9% |
| 14Visalia, CA | 76 | 91 | 6.4 | $1.5M | +2.4% |
| 15Fond du Lac, WI | 75 | 27 | 6.2 | $1.6M | +0.5% |
| 16Albany, OR | 75 | 34 | 6.7 | $1.4M | +3.0% |
| 17Cincinnati, OH-KY-IN | 75 | 701 | 7.7 | $1.3M | +2.7% |
| 18Grand Rapids-Wyoming-Kentwood, MI | 75 | 352 | 8.0 | $1.3M | +2.8% |
| 19Amherst Town-Northampton, MA | 75 | 56 | 9.0 | $1.2M | +10.4% |
| 20Jefferson City, MO | 74 | 43 | 7.3 | $1.3M | +2.2% |
| 21Bakersfield-Delano, CA | 74 | 217 | 7.6 | $1.2M | +2.3% |
| 22Durham-Chapel Hill, NC | 74 | 201 | 8.1 | $1.2M | +7.5% |
| 23Lewiston-Auburn, ME | 74 | 36 | 7.7 | $1.2M | +4.8% |
| 24Vineland, NJ | 73 | 18 | 3.3 | $2.8M | +2.2% |
| 25Champaign-Urbana, IL | 73 | 61 | 6.2 | $1.5M | +1.5% |
| 26Logan, UT-ID | 73 | 38 | 7.7 | $1.3M | +8.8% |
| 27Greeley, CO | 73 | 135 | 10.9 | $1M | +14.2% |
| 28Auburn-Opelika, AL | 72 | 41 | 5.3 | $1.6M | +7.1% |
| 29Columbus, IN | 72 | 29 | 8.7 | $1.2M | +4.3% |
| 30Lebanon, PA | 71 | 25 | 4.4 | $2.2M | +2.2% |
| 31Topeka, KS | 71 | 44 | 4.5 | $2.1M | +0.1% |
| 32Harrisburg-Carlisle, PA | 71 | 186 | 7.6 | $1.3M | +4.2% |
| 33Muskegon-Norton Shores, MI | 71 | 46 | 6.8 | $1.3M | +1.8% |
| 34Oshkosh-Neenah, WI | 71 | 57 | 7.8 | $1.2M | +1.4% |
| 35El Centro, CA | 70 | 23 | 4.6 | $1.9M | +1.1% |
| 36Sierra Vista-Douglas, AZ | 70 | 27 | 5.3 | $1.6M | +0.6% |
| 37Bremerton-Silverdale-Port Orchard, WA | 70 | 93 | 8.6 | $1.3M | +2.7% |
| 38Allentown-Bethlehem-Easton, PA-NJ | 70 | 272 | 8.0 | $1.3M | +3.0% |
| 39Wausau, WI | 70 | 47 | 8.1 | $1.2M | +1.0% |
| 40Niles, MI | 69 | 40 | 6.3 | $1.5M | −1.3% |
| 41Iowa City, IA | 69 | 65 | 9.0 | $1.1M | +4.1% |
| 42Springfield, MA | 68 | 128 | 6.9 | $1.4M | +0.2% |
| 43Trenton-Princeton, NJ | 68 | 125 | 8.7 | $1.3M | +3.3% |
| 44Corvallis, OR | 68 | 30 | 7.8 | $1.3M | +4.4% |
| 45Sioux Falls, SD-MN | 68 | 102 | 8.3 | $1.2M | +9.5% |
| 46Hanford-Corcoran, CA | 68 | 35 | 7.9 | $1.2M | +1.0% |
| 47Columbus, OH | 68 | 855 | 9.9 | $1.1M | +4.7% |
| 48Chambersburg, PA | 67 | 36 | 5.7 | $1.7M | +3.0% |
| 49Springfield, OH | 67 | 35 | 6.3 | $1.4M | −0.4% |
| 50Rochester, MN | 67 | 80 | 8.6 | $1.3M | +2.0% |
Top 25 small-town markets
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth |
|---|---|---|---|---|---|
| 1Shelton, WA | 97 | 8 | 3.1 | $3.3M | +7.8% |
| 2Faribault-Northfield, MN | 90 | 12 | 5.1 | $2M | +4.2% |
| 3Torrington, CT | 90 | 27 | 5.6 | $2M | +2.2% |
| 4Anderson Creek, NC | 87 | 17 | 3.4 | $2.5M | +12.3% |
| 5Pella, IA | 87 | 6 | 4.5 | $2.2M | +2.3% |
| 6Pahrump, NV | 86 | 7 | 3.2 | $2.8M | +10.3% |
| 7Greencastle, IN | 86 | 6 | 4.2 | $2.3M | +3.2% |
| 8Holland, MI | 86 | 26 | 5.7 | $1.8M | +2.1% |
| 9Monticello, NY | 83 | 17 | 5.4 | $1.8M | +2.7% |
| 10Pottsville, PA | 81 | 22 | 3.8 | $2.4M | +1.5% |
| 11Hemlock Farms, PA | 81 | 18 | 7.4 | $1.4M | +7.2% |
| 12Wilmington, OH | 80 | 5 | 3.0 | $3.2M | +0.6% |
| 13Plymouth, IN | 80 | 7 | 3.9 | $2.4M | +1.2% |
| 14Coldwater, MI | 79 | 5 | 3.0 | $3M | +2.5% |
| 15Austin, MN | 79 | 9 | 5.7 | $1.7M | +2.3% |
| 16Auburn, IN | 78 | 10 | 5.8 | $1.6M | +2.9% |
| 17McPherson, KS | 77 | 5 | 4.1 | $2.4M | −0.4% |
| 18Bellefontaine, OH | 77 | 8 | 4.1 | $2.3M | +0.4% |
| 19Kendallville, IN | 77 | 8 | 4.4 | $2.1M | +1.0% |
| 20Lake of the Woods, VA | 77 | 9 | 6.1 | $1.7M | +10.1% |
| 21Monticello, IN | 76 | 5 | 4.9 | $1.9M | +2.0% |
| 22Red Wing, MN | 76 | 12 | 6.1 | $1.7M | +1.3% |
| 23Blackfoot, ID | 75 | 7 | 4.3 | $2.2M | +6.4% |
| 24Nogales, AZ | 75 | 7 | 4.1 | $2M | +4.8% |
| 25Wahpeton, ND-MN | 75 | 5 | 5.3 | $1.9M | 0.0% |
Top 25 counties
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth |
|---|---|---|---|---|---|
| 1New Kent County, VA | 94 | 5 | 5.4 | $2.1M | +21.2% |
| 2Elbert County, CO | 94 | 7 | 7.0 | $1.9M | +16.5% |
| 3Union County, OH | 92 | 9 | 3.7 | $3.2M | +16.5% |
| 4Pinal County, AZ | 92 | 77 | 4.8 | $2.1M | +25.4% |
| 5Sherburne County, MN | 91 | 12 | 3.4 | $3.4M | +6.8% |
| 6Mason County, WA | 91 | 8 | 3.1 | $3.3M | +7.8% |
| 7Sandoval County, NM | 91 | 24 | 4.2 | $2.5M | +6.9% |
| 8King George County, VA | 91 | 6 | 5.9 | $1.9M | +10.5% |
| 9Lyon County, NV | 90 | 6 | 2.5 | $3.9M | +9.5% |
| 10Waller County, TX | 90 | 7 | 3.8 | $2.5M | +21.9% |
| 11Lincoln County, MO | 90 | 12 | 5.3 | $2M | +11.4% |
| 12Chatham County, NC | 90 | 18 | 5.5 | $1.9M | +11.0% |
| 13Louisa County, VA | 89 | 5 | 3.2 | $3M | +13.6% |
| 14Frederick County, VA | 89 | 15 | 4.2 | $2.4M | +8.8% |
| 15Warren County, IA | 89 | 10 | 4.8 | $2.3M | +9.0% |
| 16Clermont County, OH | 89 | 41 | 4.8 | $2.2M | +3.9% |
| 17Jefferson County, WV | 87 | 12 | 5.3 | $1.9M | +9.2% |
| 18Powhatan County, VA | 87 | 7 | 6.2 | $1.8M | +7.0% |
| 19Jefferson County, ID | 87 | 6 | 5.9 | $1.7M | +13.6% |
| 20Calumet County, WI | 86 | 6 | 2.8 | $3.8M | +2.9% |
| 21Clay County, MN | 86 | 10 | 3.8 | $2.7M | +3.6% |
| 22Warren County, NJ | 86 | 20 | 4.4 | $2.5M | +3.2% |
| 23Sussex County, NJ | 86 | 29 | 5.0 | $2.4M | +2.9% |
| 24Leelanau County, MI | 86 | 5 | 5.2 | $2.2M | +3.0% |
| 25Wright County, MN | 86 | 31 | 5.7 | $2M | +11.1% |
Scored: 387 metro areas, 504 small-town markets and 1,769 counties, each with at least 5 spas and skin care studios on map listings (counties: 10,000 people or more). Spending per listing is all household spending on personal care products and services over the listings: demand for each competitor, not revenue. Each market has its own page, reached from its state below.
Excel · free with an account
Every market in one Excel file
Spas and skin care figures for all 387 metro areas, 538 small-town markets, 3,144 counties and 51 states: the Groundwork market score and rank, map listings and chains, household spending, businesses with payroll, employees and payroll, one-person businesses, SBA-backed loans, population, income and home value, each linked to its page. Sorted, filterable and ready to screen.
Spas and skin care by state
Every market in each state ranked, with the state’s highest-scoring metro area.
- AlabamaTop metro area: Auburn-Opelika metro area · 72
- AlaskaTop metro area: Fairbanks-College metro area · 48
- ArizonaTop metro area: Sierra Vista-Douglas metro area · 70
- ArkansasTop metro area: Fayetteville-Springdale-Rogers metro area · 52
- CaliforniaTop metro area: Merced metro area · 83
- ColoradoTop metro area: Greeley metro area · 73
- ConnecticutTop metro area: Waterbury-Shelton metro area · 77
- DelawareTop metro area: Dover metro area · 60
- District of ColumbiaTop metro area: Washington-Arlington-Alexandria metro area · 64
- FloridaTop metro area: Wildwood-The Villages metro area · 85
- GeorgiaTop metro area: Hinesville metro area · 61
- HawaiiTop metro area: Urban Honolulu metro area · 41
- IdahoTop metro area: Boise City metro area · 39
- IllinoisTop metro area: Champaign-Urbana metro area · 73
- IndianaTop metro area: Columbus metro area · 72
- IowaTop metro area: Ames metro area · 77
- KansasTop metro area: Topeka metro area · 71
- KentuckyTop metro area: Bowling Green metro area · 64
- LouisianaTop metro area: Hammond metro area · 60
- MaineTop metro area: Lewiston-Auburn metro area · 74
- MarylandTop metro area: Hagerstown-Martinsburg metro area · 79
- MassachusettsTop metro area: Amherst Town-Northampton metro area · 75
- MichiganTop metro area: Monroe metro area · 76
- MinnesotaTop metro area: Rochester metro area · 67
- MississippiTop metro area: Gulfport-Biloxi metro area · 67
- MissouriTop metro area: Jefferson City metro area · 74
- MontanaTop metro area: Helena metro area · 64
- NebraskaTop metro area: Grand Island metro area · 65
- NevadaTop metro area: Reno metro area · 59
- New HampshireTop metro area: Manchester-Nashua metro area · 44
- New JerseyTop metro area: Vineland metro area · 73
- New MexicoTop metro area: Las Cruces metro area · 60
- New YorkTop metro area: Utica-Rome metro area · 64
- North CarolinaTop metro area: Durham-Chapel Hill metro area · 74
- North DakotaTop metro area: Fargo metro area · 56
- OhioTop metro area: Cincinnati metro area · 75
- OklahomaTop metro area: Oklahoma City metro area · 41
- OregonTop metro area: Albany metro area · 75
- PennsylvaniaTop metro area: Gettysburg metro area · 82
- Rhode IslandTop metro area: Providence-Warwick metro area · 47
- South CarolinaTop metro area: Spartanburg metro area · 56
- South DakotaTop metro area: Sioux Falls metro area · 68
- TennesseeTop metro area: Morristown metro area · 63
- TexasTop metro area: College Station-Bryan metro area · 54
- UtahTop metro area: Logan metro area · 73
- VermontTop metro area: Burlington-South Burlington metro area · 52
- VirginiaTop metro area: Winchester metro area · 61
- WashingtonTop metro area: Bremerton-Silverdale-Port Orchard metro area · 70
- West VirginiaTop metro area: Morgantown metro area · 61
- WisconsinTop metro area: Fond du Lac metro area · 75
- WyomingTop metro area: Cheyenne metro area · 59
Related business types
- Salons, barbers and spas610,374 listings
- Hair salons301,710 listings
- Barbershops68,854 listings
- Nail salons77,706 listings
Questions
Which metro areas have the highest market score for spas and skin care studios?
The top 5 are Wildwood-The Villages, FL (85); Merced, CA (83); Gettysburg, PA (82); Stockton-Lodi, CA (81); and Hagerstown-Martinsburg, MD-WV (79). The score compares each of 387 scored metro areas with the others for spas and skin care studios.
How many spas and skin care studios are in the U.S.?
There are 148,223 spas and skin care studios on map listings in the U.S. as of September 2026. 15,165 of them (10%) are chain locations. The listings count spas, skin care, waxing, lash and tanning studios. Official counts show 31,863 businesses with payroll classed as other personal care services in 2023, up 29.8% from 2019.
How much do U.S. households spend on personal care products and services?
About $129.8B a year, or $1,005 per household. Spread across the 148,223 spas and skin care studios on map listings, it comes to $876K per studio. The spending figure covers all personal care products and services, not only spas and skin care studios. It is estimated from the incomes of the 129,209,336 households in the U.S. and national spending patterns by income.
What is the Groundwork market score?
The Groundwork market score runs from 0 to 100 and compares a market with others of its kind for one business type: states with states, metro areas with metro areas, small-town markets and counties with their own. It weighs household spending per competitor (35%), households per business with payroll (25%), population growth (20%) and spending power (20%), each ranked against those peers. A higher score means that, taken together, the market has more household spending and more households for each business already there, faster population growth and more spending per household than similar markets. It describes a market, not any one site or deal. Markets with fewer than 5 map listings of the type, and counties under 10,000 people, aren’t scored, since a few businesses can swing their figures.
How can I see the market around a specific site?
Run a Groundwork site report on an address anywhere in the U.S. It maps the spas and skin care studios on map listings near the site and sizes the households and spending within the distance you choose. New accounts get 10 actions over 3 days, no card.
All business types and every U.S. market · How we measure
Screening a site or an acquisition?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
This product uses the Census Bureau Data API but is not endorsed or certified by the Census Bureau.
Figures are estimates for research only. Not investment or real estate advice.