Ulta Beauty’s 2026 Growth: Waxing Drives Surge

In the first quarter of 2026, Ulta Beauty’s earnings report showed a surprising 12% year-over-year jump in service revenue, a figure that’s absolutely blowing past product sales growth and sending a clear signal about current waxing service demand. That kind of growth says people are hungry for in-store beauty treatments, even with the economy doing what it’s doing.

The Unexpected Surge in Service Revenue

Ulta’s latest earnings call had one statistic that made me sit up: service revenue, which is everything from hair styling to brow waxing, shot up 12% from last year. That’s compared to a pretty sluggish 4% growth in their actual product sales. After more than a decade watching this industry, I can tell you that’s not just a number. It’s a story. It tells me people are prioritizing professional expertise and the experience you get in a salon over just buying another product off the shelf. The sheer convenience of getting services done by a pro, often in the same place you buy your supplies, is obviously a winning formula. This is especially true for professional waxing. When clients are actively booking and paying for services, that shows a real commitment and a belief in the value. They’re willing to pay for the consistent, high-quality results that you just can’t get with a DIY kit at home. We’re seeing a clear move away from at-home experiments and back to reliable, expert hands. This comes down to the expectation of a superior outcome, that smooth, lasting finish only a professional can really deliver.

Prestige Beauty’s Resilience: A 7% Uptick

It’s not just an Ulta story, either. Broader market data backs it all up. Circana, a global consumer advisor, just reported that prestige beauty categories saw a 7% sales increase in the first half of 2026. This bucket includes high-end skincare and makeup, but also the professional services sold in those premium environments. The resilience in prestige beauty is pretty impressive, especially with all the economic anxiety floating around. So what does this mean for waxing service demand? It means clients aren’t ditching treatments they see as fundamental to their personal care and appearance. Professional waxing (especially brows and Brazilians) fits right into this “prestige” slot because of the skill required and the recurring appointments. The steady demand for these services, even as people cut back elsewhere, shows they’re baked into many consumers’ budgets. For a lot of people, these are integral parts of maintaining a polished look, not some fluffy luxury they can easily toss aside. The market is definitely splitting, and the premium services are the ones holding their own.

Digital Booking Dominance: Over 60% of Appointments

Another number from Ulta’s report, which you see everywhere in the industry, is the total takeover of digital booking. More than 60% of all service appointments at major beauty chains are now being made online, either through an app or a website. That 60% figure tells you everything you need to know about current consumer behavior and their expectations. Today’s client expects a quick, easy digital experience. They want to book their appointment whenever it suits them, often late at night, without having to pick up the phone. This has massive implications for every service provider out there. The businesses that invested in a solid, easy-to-use online booking system are the ones winning. If you’re still running your appointment book primarily by phone, you’re getting left in the dust. Simple online booking directly boosts conversion for services like waxing, where clients really value the discretion and speed of scheduling online. If your booking process isn’t digital-first and dead simple, you’re actively turning away clients.

Consumer Priorities: Convenience and Personalization Outweigh Price for 75%

A new survey from the Professional Beauty Association (PBA) found that a huge 75% of beauty service clients put convenience and a personalized experience ahead of price. This just blows up the old idea that everyone is just hunting for the cheapest deal, especially in a crowded market. For waxing studios, this means that while your pricing has to be in the right ballpark, it’s not the main thing keeping clients loyal. What works? An easy booking process, consistent quality every single time, a clean and hygienic room, and a technician who remembers a client’s preferences are incredibly powerful. I’ve seen it in my own work for years, clients will happily pay more for a technician they trust and an experience that’s reliably good. This data is basically a flashing neon sign for providers to think about the entire client journey, from the second they think about booking to the aftercare advice you give them. A generic, hello-goodbye appointment isn’t going to build you a loyal following anymore.

Challenging the “Economic Downturn” Narrative for Services

I’ll admit, even I thought a slowdown would kill discretionary spending on beauty services. But the Ulta earnings and other industry data are forcing a big rethink. While people might be skipping the big-ticket luxury goods, the demand for personal care services, especially ones that boost confidence or are part of a professional image, is holding up surprisingly well. My take is that these services have shifted from ‘nice-to-have’ indulgences to non-negotiable routine expenses for a big chunk of the population. In fact, the psychological boost you get from feeling put-together might be even more valuable during uncertain times, making it a small, controllable bit of self-care. It’s not that people are immune to financial pressure. They’re just getting very specific about where their money goes, and consistent professional beauty services like waxing are often making the cut. While not every beauty service is going to be recession-proof, the data shows there’s a strong, underlying value people place on effective, professional treatments.