How the Australian Salon Owner Buys in 2027

This report profiles the Australian salon owner across four generations, from Boomer to Gen Z, and maps how each one prefers to hear from brands and place orders, so your field team and your marketing can match the channel to the owner in front of them.

350

salon owners surveyed

generations profiled, Boomer to Gen Z

PDF

free to download and share with your team

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THREE FINDINGS FROM THE REPORT

40,346

65.7%

76.9%

hair and beauty businesses now operate in Australia, and the average one is working with 18% less revenue than five years ago.

of owners ask a fellow professional first when a new brand appears in front of them.

want brands to reach them by email.

INSIDE INDUSTRY

How the Australian Salon Owner Buys in 2027

September 2026

WHAT'S INSIDE

THE PERSON EVERY PROFESSIONAL BRAND IS TRYING TO WIN

It combines industry and workforce data from IBISWorld and Jobs and Skills Australia with Inside Industry's own survey of 350 salon owners.

Who the Australian salon owner is today, and how that is changing

How each generation prefers to hear from brands

Where owners go for advice before they commit to a brand

How they like to place orders

What it all means for your field team and your marketing

PUT IT TO WORK

WHERE THIS REPORT EARNS ITS PLACE

MARKETING AND DATABASE SEGMENTATION

Plan different journeys for different owners instead of sending everyone the same list.

BDM AND FIELD TEAM TRAINING

Help your team read the owner in front of them and adjust how they prospect.

2027 ANNUAL PLANNING

Build next year's channel mix around how owners actually want to buy.

BRING TAMARA INTO THE ROOM

HAVE THE FINDINGS PRESENTED TO YOUR TEAM

Tamara can join your national sales meeting, board presentation, internal WIP meeting or distributor education conference as a guest speaker, presenting the research and what it means for your brand.

Book a strategy call

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TAKE IT INTO YOUR NEXT SALES MEETING

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