The Impact of Beyoncé and Taylor Swift Tours on Beauty Spending

According to recent surveys conducted by Vagaro, a salon and spa software company, Taylor Swift’s Eras and Beyoncé’s Renaissance music tours have been a boon for beauty and beauty service providers.

These surveys, which coincided with the conclusion of the singers’ respective 2023 US tours, demonstrate how much “Swifties” and Beyoncé fans—known as The Beehive—are willing to spend on beauty services.

Participants of the first, smaller-scale survey consisted of both consumer and business users on the Vagaro platform who attended one or both of the concerts.

According to Vagaro, 33% of participating beauty business owners said they observed a significant increase in bookings during the touring periods, and an 83% attributed this surge directly to the influence of the concerts.

The initial survey further revealed that 27% of beauty business owners noticed a correlating spike in new customers, while 47% experienced a substantial increase in last-minute bookings during the touring periods.

Participants of the second, larger-scale survey, conducted in partnership with One Poll, consisted of American consumers who attended one or both concerts. According to the company, 83% were women and the average age was 32.

These respondents spent an average of $104 per service across multiple beauty services in preparation for the events. Tanning and makeup services tallied the highest costs.

Beauty Spending

According to Vagaro's data crunching, the average spend per service for the concerts are:

• Hair: $136
• Nails: $88
• Eyelashes: $83
• Eyebrows: $82
• Tanning: $111
• Makeup: $128

Nearly one-fifth of respondents filmed and posted Get Ready with Me (#GRWM) content for the concerts on social media.

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