Gendo Beauty Panorama · 2026
The beauty market in real numbers.
No consultancy has this data: it comes from 122 million appointments processed by Gendo since 2012, across 34,000+ businesses. Use the benchmarks below to see where your business stands — and how far it can go.
Data updated August 2026 · Source: Gendo base, 122 million appointments since 2012
How Brazil books beauty
28.9%
of bookings are created outside business hours — the 24/7 link isn't a luxury, it's a necessity
40.1%
of all appointments happen on Fridays and Saturdays
4.3 days
median lead time between booking and being served
+23%
December has 23% more appointments than January — prep the calendar (and the register) for high season
The panorama in 4 scenes
28.9%
of bookings are made outside business hours — the city sleeps, the calendar works.
40.1%
of appointments happen on Friday and Saturday — the week is a wave that breaks at the end.
+23%
more bookings in December vs January — the yearly peak is predictable, so you can prepare.
6 in 10
new clients never return to the same business — most walk away in silence.
The whole year: the strong and slow months
Appointments per month on the Gendo base (millions) · Aug/2025–Jul/2026
↑ Dec · peak of the year
Segment x-ray
Retention, ticket per visit (without the extreme values) and loyal-client frequency
New-client retention
Average ticket per visit
Visits/yr (loyal client)
Benchmarks by segment (last 12 months, Gendo base)
| Segment | Appointments/yr | Avg. ticket | New-client retention | Visits/yr (loyal client) |
|---|---|---|---|---|
| Hair salons | 5.3 million | $22 | 63% | 8.1 |
| Esthetics clinics | 1.7 million | $28 | 69% | 8.8 |
| Nail studios | 1.9 million | $15 | 80% | 13.1 |
| Barbershops | 2.3 million | $10 | 75% | 10.5 |
| Foot care clinics | 495,000 | $23 | 72% | 7.7 |
Methodology: appointments completed between Aug/2025 and Jul/2026 on Gendo's active base. Retention measured on a group of 114k new clients (first visit 12–24 months ago) who returned to the same business. Average ticket per visit uses an average without the extremes: we drop zero values and anything far outside the normal range (above 2 standard deviations). Values converted from Brazilian reais (Brazil operation) at the Aug/2026 exchange rate.
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