Beauty and personal care · Small-town market · Iowa
Spas and skin care studios in the Oskaloosa, IA area
The spas and skin care studios in the Oskaloosa, IA area, the household spending behind them and how the market ranks against other small-town markets.
Groundwork market score · out of 100
Score 63 out of 100: Upper middle
Ranked #115 of 504 scored small-town markets
#4 of 14 scored small-town markets based in Iowa
- Listings
- 5
- 0 chain locations (0%)
- Official establishments
- n/a
- Fewer than 3, or not published
- Household spending a year
- $8.1M
- On personal care products and services · $929 a household
- Spending per listing
- $1.6M
- 86% above the U.S.
- Listings per 10k households
- 5.7
- 50% below the U.S.
- Population, 2025
- 21,880
- −1.2% since 2020
See the spas and skin care studios around any address in the Oskaloosa 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 Oskaloosa 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
Map listings as of September 2026 show 5 spas and skin care studios in the Oskaloosa area. None of them are chain locations, against 10% across the U.S. Per 10,000 households, that is 5.7, 50% below the U.S. rate of 11.5.
Household spending on personal care products and services in the Oskaloosa area comes to about $8.1M a year: $929 per household, 8% below the U.S. average. That is about $1.6M of household spending for each studio on map listings, 86% above the U.S. figure of $876K. That spending covers all personal care products and services, which spas and skin care studios share with other businesses in the trade.
There is no official count of businesses with payroll classed as other personal care services in the Oskaloosa area: counts under 3 aren’t published.
Population estimates put the population change in the Oskaloosa area from 2020 to 2025 at −1.2%, against +3.1% for the U.S. For spas and skin care studios, the Oskaloosa area has a Groundwork market score of 63 (upper middle): #115 of 504 scored small-town markets and #4 of 14 scored small-town markets based in Iowa. That puts it in the top quarter of small-town markets.
How the Oskaloosa area compares
The same measures for Iowa 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 | Oskaloosa area | Iowa | U.S. |
|---|---|---|---|
| Listings per 10k households | 5.7 | 8.7 | 11.5 |
| Spending per listing | $1.6M | $1.1M | $876K |
| Households per official establishment | n/a | 6,008 | 4,055 |
| Official establishment growth, 2019–2023 | n/a | +12.9% | +29.8% |
| Population growth, 2020–2025 | −1.2% | +1.5% | +3.1% |
| Spending per household on personal care products and services | $929 | $990 | $1,005 |
| Median household income | $70,940 | $75,059 | $80,734 |
| Groundwork market score | 63 | 66 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- n/a
- Employees, 2023
- n/a
- Annual payroll, 2023
- n/a
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 50 chain locations
- Listings at the U.S. rate for this spending
- 9The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 0
- Amount
- $0
SBA-backed loans to businesses classed as other personal care services in the Oskaloosa 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 Oskaloosa area
- Population, 2025 estimate
- 21,880−1.2% since 2020
- Households
- 8,743
- Median age
- 39.4
- Homes lived in by their owners
- 68%
- Vehicles per household
- 2.1
- Land area
- 571 sq. mi.
- People per square mile
- 39
- Median household income
- $70,940+29.4% vs. 2015–2019, before inflation
- Average household income
- $86,932
- Median home value
- $157,800
- Jobs located here
- 8,845
- Daytime population
- 19,874Residents who don’t work, plus everyone whose job is here
Looking at a specific site in the Oskaloosa area?
These figures cover the whole small-town market. 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 Oskaloosa 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 Iowa
Every Iowa market ranked →The highest-scoring small-town markets in Iowa for spas and skin care studios, numbered among those based in Iowa, with the Oskaloosa area marked.
Top small-town markets in Iowa
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Pella, IA | 87 | 6 | 4.5 | $2.2M | +2.3% | #5 of 504 |
| 2Ottumwa, IA | 67 | 6 | 4.3 | $2.1M | −0.3% | #78 of 504 |
| 3Marshalltown, IA | 66 | 9 | 5.8 | $1.6M | −0.5% | #90 of 504 |
| 4Oskaloosa, IA | 63 | 5 | 5.7 | $1.6M | −1.2% | #115 of 504 |
| 5Muscatine, IA | 60 | 10 | 5.8 | $1.6M | −3.0% | #142 of 504 |
| 6Clinton, IA | 52 | 17 | 8.7 | $1.1M | −0.9% | #227 of 504 |
| 7Le Mars, IA | 52 | 11 | 10.7 | $955K | 0.0% | #229 of 504 |
| 8Burlington, IA-IL | 43 | 13 | 6.5 | $1.4M | −2.5% | #328 of 504 |
| 9Spirit Lake, IA | 43 | 16 | 18.1 | $564K | +1.7% | #342 of 504 |
| 10Fort Dodge, IA | 38 | 16 | 10.4 | $873K | −0.4% | #388 of 504 |
Other business types in the Oskaloosa 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 spas33
- Hair salons23
- Barbershops
- Nail salons
- Spas and skin care63
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 Oskaloosa, IA area?
There are 5 spas and skin care studios on map listings in the Oskaloosa area as of September 2026. None of them are chain locations. The listings count spas, skin care, waxing, lash and tanning studios. No official count is published for other personal care services in the Oskaloosa area: counts under 3 are left out.
How much do households in the Oskaloosa, IA area spend on personal care products and services?
About $8.1M a year, or $929 per household. That is 8% below the U.S. average (an index of 92, where 100 is the U.S. average). Spread across the 5 spas and skin care studios on map listings, it comes to $1.6M 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 8,743 households in the Oskaloosa area and national spending patterns by income.
How does the Oskaloosa, IA area compare with the U.S. for spas and skin care studios?
The Oskaloosa area has 5.7 spas and skin care studios per 10,000 households, 50% below the U.S. rate of 11.5. Spending per studio is $1.6M, 86% above the U.S. figure of $876K. At the national ratio of spas and skin care studios to household spending, the Oskaloosa area would have about 9, against 5 on map listings.
How fast is the Oskaloosa, IA area growing?
Population estimates put the Oskaloosa area at 21,880 people in 2025, down 1.2% since 2020, against +3.1% for the U.S. It has 8,743 households. Median household income in the Oskaloosa area is $70,940, 12% below the U.S. median of $80,734. Against the 2015–2019 survey, the median rose 29.4%, 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. A small-town market is a town of 10,000 to 50,000 people and the county or counties tied to it by commuting. 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 Oskaloosa area scores 63 for spas and skin care studios (upper middle), #115 of 504 scored small-town markets.
How can I see the market around a specific site?
Run a Groundwork site report on an address in the Oskaloosa 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 Oskaloosa area
Screening a site or an acquisition in the Oskaloosa 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 Oskaloosa 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.