Revealed: how LGBTQIA+ consumers feel about representation in the hair & beauty industry
By Lilly Delmage | 13 July 2024 | News
A survey by Vagaro has found that 65% of LGBTQIA+ consumers feel represented within the hair and beauty industry.
Salon, spa and fitness booking app, Vagaro, reached out to hundreds of LGBTQIA+ beauty consumers via a survey, intending to identify how beauty businesses can help foster inclusive environments and support the community.
When asked how represented they felt within the industry, 65% of respondents claimed they felt either ‘somewhat or very’ represented.
Comfortability in gender expression saw an optimistic response, with 63% reporting to feel more comfortable in expressing their gender in 2024, with Generation X being the age group which evidenced the highest levels.
The survey also found hair to be a key player in gender expression, with 62% saying their hair plays an ‘important role’ in being able to truly reflect their identity.
Boosting inclusivity in your business
When asked how important representation was when choosing a salon, 30% of participants reported its importance, with the presence of LGBTQIA+ staff, or lack thereof, likely to influence their decision.
Similarly, 27% of beauty consumers reported opting for LGBTQIA+ friendly brands, over less inclusive competitors.
For hair and beauty businesses who want to optimise their inclusivity, Vagaro’s educational blog offers insight and advice on first steps.
Vagaro chief marketing officer, Charity Hudnall, comments: “At Vagaro, we’ve long understood the importance of a truly diverse and welcoming beauty landscape which is why, some time ago, we created the LGBTQIA+ friendly tag for businesses to use to improve search-ability by inclusivity-seeking clients. This recent data further provides our team and businesses with deeper insights into the diverse needs and preferences of LGBTQIA+ beauty consumers.”