Beauty and personal care · County · New Mexico
Spas and skin care studios in Santa Fe County, NM
How Santa Fe County, NM compares with other counties and the U.S. for spas and skin care studios: competitors, household spending, official counts and growth.
Groundwork market score · out of 100
Score 38 out of 100: Lower middle
Ranked #1,334 of 1,769 scored counties
#11 of 17 scored counties in New Mexico
- Listings
- 106
- 8 chain locations (8%)
- Official establishments
- 19
- Businesses with payroll, 2023
- Household spending a year
- $72.4M
- On personal care products and services · $1,022 a household
- Spending per listing
- $683K
- 22% below the U.S.
- Listings per 10k households
- 15.0
- 30% above the U.S.
- Population, 2025
- 156,907
- +1.2% since 2020
See the spas and skin care studios around any address in Santa Fe County
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 Santa Fe County. 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
Santa Fe County scores 38 (lower middle) on the Groundwork market score for spas and skin care studios, ranking #1,334 of 1,769 scored counties and #11 of 17 scored counties in New Mexico. That puts it in the bottom quarter of counties.
Household spending on personal care products and services in Santa Fe County comes to about $72.4M a year: $1,022 per household, 2% above the U.S. average. That is about $683K of household spending for each studio on map listings, 22% below the U.S. figure of $876K. The spending figure covers all personal care products and services, not only spas and skin care studios.
Santa Fe County has 106 spas and skin care studios on map listings as of September 2026. Chain locations make up 8% of them, against 10% across the U.S. Per 10,000 households, that is 15.0, 30% above the U.S. rate of 11.5.
The official count of businesses with payroll classed as other personal care services in Santa Fe County was 19 in 2023. That is one for every 3,725 households, against one for every 4,055 across the U.S. Since fiscal 2022, 2 SBA-backed loans worth $2.1M have gone to businesses classed as other personal care services in Santa Fe County. Between 2020 and 2025, the population of Santa Fe County grew 1.2%, slower than the U.S. (+3.1%).
How Santa Fe County compares
The same measures for New Mexico 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 Fe County | New Mexico | U.S. |
|---|---|---|---|
| Listings per 10k households | 15.0 | 9.4 | 11.5 |
| Spending per listing | $683K | $968K | $876K |
| Households per official establishment | 3,725 | 6,921 | 4,055 |
| Official establishment growth, 2019–2023 | n/a | +31.5% | +29.8% |
| Population growth, 2020–2025 | +1.2% | +0.3% | +3.1% |
| Spending per household on personal care products and services | $1,022 | $913 | $1,005 |
| Median household income | $79,071 | $64,059 | $80,734 |
| Groundwork market score | 38 | 48 |
Official counts and lending
Businesses
- Official establishments, 2019 to 2023
- 12 → 19
- Employees, 2023
- 193
- Annual payroll, 2023
- $6M
- One-person businesses, 2023
- Not publishedNot published for this business type
- Map listings, September 2026
- 1068 chain locations
- Listings at the U.S. rate for this spending
- 83The U.S. ratio of listings to household spending, applied here
SBA-backed loans since fiscal 2022
- Loans
- 2
- Amount
- $2.1M
SBA-backed loans to businesses classed as other personal care services in Santa Fe County, 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 Santa Fe County
- Population, 2025 estimate
- 156,907+1.2% since 2020
- Households
- 70,767
- Median age
- 48.5
- Homes lived in by their owners
- 72%
- Vehicles per household
- 1.9
- Land area
- 1,910 sq. mi.
- People per square mile
- 82
- Median household income
- $79,071+29.2% vs. 2015–2019, before inflation
- Average household income
- $111,955
- Median home value
- $446,300
- Jobs located here
- 64,012
- Daytime population
- 157,387Residents who don’t work, plus everyone whose job is here
Looking at a specific site in Santa Fe County?
These figures cover the whole county. 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 Santa Fe County. 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 New Mexico
Every New Mexico market ranked →The highest-scoring counties in New Mexico for spas and skin care studios, numbered among those based in New Mexico, with Santa Fe County marked.
Top counties in New Mexico
| Market | Score | Listings | Per 10k households | Spending per listing | Population growth | U.S. rank |
|---|---|---|---|---|---|---|
| 1Sandoval County, NM | 91 | 24 | 4.2 | $2.5M | +6.9% | #7 of 1,769 |
| 2Valencia County, NM | 67 | 17 | 6.2 | $1.4M | +7.2% | #303 of 1,769 |
| 3Otero County, NM | 67 | 15 | 6.1 | $1.4M | +3.7% | #304 of 1,769 |
| 4Los Alamos County, NM | 61 | 6 | 7.3 | $1.9M | 0.0% | #466 of 1,769 |
| 5Doña Ana County, NM | 58 | 76 | 9.0 | $948K | +4.1% | #594 of 1,769 |
| 6McKinley County, NM | 50 | 6 | 2.8 | $2.8M | −6.1% | #859 of 1,769 |
| 7San Juan County, NM | 49 | 25 | 6.0 | $1.4M | −0.9% | #906 of 1,769 |
| 8Chaves County, NM | 47 | 12 | 5.1 | $1.6M | −2.7% | #977 of 1,769 |
| 9Lea County, NM | 46 | 22 | 8.9 | $1M | +0.2% | #1,017 of 1,769 |
| 10Eddy County, NM | 43 | 26 | 11.0 | $890K | +0.3% | #1,136 of 1,769 |
| 11Santa Fe County, NM | 38 | 106 | 15.0 | $683K | +1.2% | #1,334 of 1,769 |
Other business types in Santa Fe County
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 spas48
- Hair salons56
- Barbershops77
- Nail salons75
- Spas and skin care38
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 Santa Fe County, NM?
Map listings as of September 2026 show 106 spas and skin care studios in Santa Fe County. 8 of them (8%) are chain locations. The listings count spas, skin care, waxing, lash and tanning studios. Official counts show 19 businesses with payroll classed as other personal care services in 2023.
How much do households in Santa Fe County, NM spend on personal care products and services?
About $72.4M a year, or $1,022 per household. That is 2% above the U.S. average (an index of 102, where 100 is the U.S. average). Spread across the 106 spas and skin care studios on map listings, it comes to $683K 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 70,767 households in Santa Fe County and national spending patterns by income.
How does Santa Fe County, NM compare with the U.S. for spas and skin care studios?
Santa Fe County has 15.0 spas and skin care studios per 10,000 households, 30% above the U.S. rate of 11.5. Spending per studio is $683K, 22% below the U.S. figure of $876K. At the U.S. ratio of spas and skin care studios to household spending, Santa Fe County would have about 83, against 106 on map listings. There is one business with payroll in the industry for every 3,725 households, against one for every 4,055 across the U.S.
How fast is Santa Fe County, NM growing?
Population estimates put Santa Fe County at 156,907 people in 2025, up 1.2% since 2020, slower than the U.S. (+3.1%). It has 70,767 households. The median household income in Santa Fe County is $79,071 a year, 2% below 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. Santa Fe County scores 38 for spas and skin care studios (lower middle), #1,334 of 1,769 scored counties.
How can I see the market around a specific site?
Run a Groundwork site report on an address in Santa Fe County. 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 Santa Fe County
Screening a site or an acquisition in Santa Fe County?
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 Santa Fe County. 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.