Beauty and personal care · Metro area · California
Spas and skin care studios in the Santa Rosa-Petaluma, CA metro area
The spas and skin care studios in the Santa Rosa-Petaluma, CA metro area, the household spending behind them and how the market ranks against other metro areas.
Groundwork market score · out of 100
Score 44 out of 100: Lower middle
Ranked #249 of 387 scored metro areas
#16 of 25 scored metro areas based in California
- Listings
- 288
- 23 chain locations (8%)
- Official establishments
- 41
- −2.4% since 2019
- Household spending a year
- $224.8M
- On personal care products and services · $1,177 a household
- Spending per listing
- $780K
- 11% below the U.S.
- Listings per 10k households
- 15.1
- 31% above the U.S.
- Population, 2025
- 486,444
- −0.4% since 2020
See the spas and skin care studios around any address in the Santa Rosa-Petaluma metro area
The site report maps the spas and skin care studios on map listings near the address, by name and distance, and sizes the households and spending around it. Or open the report at the center of the Santa Rosa-Petaluma metro area. Signed out, you see a blurred preview; on an account, each report is one action.
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
At $1,177 per household (17% above the U.S. average), households in the Santa Rosa-Petaluma metro area spend about $224.8M a year on personal care products and services. Spread across 288 spas and skin care studios, that is $780K per studio, 11% below the U.S. figure of $876K. The spending figure covers all personal care products and services, not only spas and skin care studios.
There are 288 spas and skin care studios on map listings in the Santa Rosa-Petaluma metro area as of September 2026. Of those, 23 are chain locations, or 8%, against 10% across the U.S. Per 10,000 households, that is 15.1, 31% above the U.S. rate of 11.5.
The official count of businesses with payroll classed as other personal care services in the Santa Rosa-Petaluma metro area was 41 in 2023, down 2.4% from 2019. That is one for every 4,658 households, against one for every 4,055 across the U.S. Since fiscal 2022, 3 SBA-backed loans worth $2.1M have gone to businesses classed as other personal care services in the Santa Rosa-Petaluma metro area.
Population estimates show the Santa Rosa-Petaluma metro area declined 0.4% from 2020 to 2025, against +3.1% for the U.S. The Santa Rosa-Petaluma metro area scores 44 (lower middle) on the Groundwork market score for spas and skin care studios, ranking #249 of 387 scored metro areas and #16 of 25 scored metro areas based in California.
How the Santa Rosa-Petaluma metro area compares
The same measures for California and the whole U.S. Spending per listing divides a year of household spending on all personal care products and services by the spas and skin care studios counted, so it measures the demand for each competitor, not any business’s revenue. Households per establishment does the same with the official count.
| Measure | Santa Rosa-Petaluma metro area | California | U.S. |
|---|---|---|---|
| Listings per 10k households | 15.1 | 13.7 | 11.5 |
| Spending per listing | $780K | $839K | $876K |
| Households per official establishment | 4,658 | 3,490 | 4,055 |
| Official establishment growth, 2019–2023 | −2.4% | +37.6% | +29.8% |
| Population growth, 2020–2025 | −0.4% | −0.4% | +3.1% |
| Spending per household on personal care products and services | $1,177 | $1,149 | $1,005 |
| Median household income | $104,674 | $99,122 | $80,734 |
| Groundwork market score | 44 | 37 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 41−2.4% over the period
- Employees, 2023
- 197
- Annual payroll, 2023
- $7.4M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 28823 chain locations
- Listings at the U.S. rate for this spending
- 257The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 3
- Amount
- $2.1M
SBA-backed loans to businesses classed as other personal care services in the Santa Rosa-Petaluma metro area, through June 2026, placed by the borrower’s ZIP code. Official establishments are businesses with payroll; the official counts leave out places with fewer than 3.
Population and households in the Santa Rosa-Petaluma metro area
- Population, 2025 estimate
- 486,444−0.4% since 2020
- Households
- 190,998
- Median age
- 44.0
- Homes lived in by their owners
- 63%
- Vehicles per household
- 2.0
- Land area
- 1,575 sq. mi.
- People per square mile
- 308
- Median household income
- $104,674+29.2% vs. 2015–2019, before inflation
- Average household income
- $142,354
- Median home value
- $815,500
- Jobs located here
- 200,159
- Daytime population
- 465,573Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Santa Rosa-Petaluma metro area?
These figures cover the whole metro area. A site report draws rings around one address and counts what’s inside them: households, spending, jobs, and the spas and skin care studios on map listings by name and distance.
Or open the report at the center of the Santa Rosa-Petaluma metro area. Signed out, you see a blurred preview; on an account, each report is one action.
Free10 actions over 3 days, no cardSpas and skin care across California
Every California market ranked →The highest-scoring metro areas in California for spas and skin care studios, numbered among those based in California, with the Santa Rosa-Petaluma metro area marked.
Top metro areas in California
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Merced, CA | 83 | 37 | 4.3 | $2.1M | +5.1% | #2 of 387 |
| 2Stockton-Lodi, CA | 81 | 216 | 8.8 | $1.2M | +5.5% | #4 of 387 |
| 3Yuba City, CA | 79 | 50 | 8.1 | $1.2M | +3.3% | #6 of 387 |
| 4Visalia, CA | 76 | 91 | 6.4 | $1.5M | +2.4% | #14 of 387 |
| 5Bakersfield-Delano, CA | 74 | 217 | 7.6 | $1.2M | +2.3% | #21 of 387 |
| 6El Centro, CA | 70 | 23 | 4.6 | $1.9M | +1.1% | #35 of 387 |
| 7Hanford-Corcoran, CA | 68 | 35 | 7.9 | $1.2M | +1.0% | #46 of 387 |
| 8Vallejo, CA | 65 | 164 | 10.4 | $1.1M | +0.6% | #58 of 387 |
| 9Fresno, CA | 62 | 353 | 9.5 | $1M | +3.2% | #81 of 387 |
| 10Modesto, CA | 57 | 197 | 11.1 | $921K | +0.7% | #125 of 387 |
| 16Santa Rosa-Petaluma, CA | 44 | 288 | 15.1 | $780K | −0.4% | #249 of 387 |
Other business types in the Santa Rosa-Petaluma metro area
Each with its Groundwork market score here, out of 100, where it has one.
Food and drink
Groceries and convenience
Auto
Beauty and personal care
- Salons, barbers and spas44
- Hair salons48
- Barbershops80
- Nail salons40
- Spas and skin care44
Fitness and classes
Health care
Child care
Clothing and laundry
Home services
Real estate
Funeral services
Questions
How many spas and skin care studios are in the Santa Rosa-Petaluma, CA metro area?
As of September 2026, map listings count 288 spas and skin care studios in the Santa Rosa-Petaluma metro area. 23 of them (8%) are chain locations. The listings count spas, skin care, waxing, lash and tanning studios. Official counts show 41 businesses with payroll classed as other personal care services in 2023, down 2.4% from 2019.
How much do households in the Santa Rosa-Petaluma, CA metro area spend on personal care products and services?
About $224.8M a year, or $1,177 per household. That is 17% above the U.S. average (an index of 117, where 100 is the U.S. average). Spread across the 288 spas and skin care studios on map listings, it comes to $780K per studio. That spending covers all personal care products and services, which spas and skin care studios share with other businesses in the trade. It is estimated from the incomes of the 190,998 households in the Santa Rosa-Petaluma metro area and national spending patterns by income.
How does the Santa Rosa-Petaluma, CA metro area compare with the U.S. for spas and skin care studios?
The Santa Rosa-Petaluma metro area has 15.1 spas and skin care studios per 10,000 households, 31% above the U.S. rate of 11.5. Spending per studio is $780K, 11% below the U.S. figure of $876K. At the U.S. ratio of spas and skin care studios to household spending, the Santa Rosa-Petaluma metro area would have about 257, against 288 on map listings. There is one business with payroll in the industry for every 4,658 households, against one for every 4,055 across the U.S. The official count fell 2.4% from 2019 to 2023, against +29.8% for the U.S.
How fast is the Santa Rosa-Petaluma, CA metro area growing?
Population estimates put the Santa Rosa-Petaluma metro area at 486,444 people in 2025, down 0.4% since 2020, against +3.1% for the U.S. It has 190,998 households. The median household income in the Santa Rosa-Petaluma metro area is $104,674 a year, 30% above the U.S. median of $80,734. That rose 29.2% from the 2015–2019 survey, before inflation.
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. The Santa Rosa-Petaluma metro area scores 44 for spas and skin care studios (lower middle), #249 of 387 scored metro areas.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Santa Rosa-Petaluma metro area. 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.
How the score works · Top markets for spas and skin care studios · All 56 business types in the Santa Rosa-Petaluma metro area
Screening a site or an acquisition in the Santa Rosa-Petaluma metro area?
A site report maps the competitors on map listings near an address and sizes the households and spending around it.
The button opens the report at the center of the Santa Rosa-Petaluma metro area. Signed out, you see a blurred preview; on an account, each report is one action.
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.