In this work, we analyzed the state of the world and Kazakhstan beauty salon markets, their sizes, characteristics and trends in the beauty industry.

The global beauty salon market is at rapid growth and will continue to grow in the coming years. The growth in demand for beauty services in different countries is associated not only with an increase in people's living standards but with a change in consumer preferences also. As a result of our research, it turned out that the most popular category of beauty services worldwide is hair care, then nails and skin care.

At the same time, the costs of beauty industry services in different countries differ due to cultural and economic factors. We also found that chain beauty salons are more common in Europe and the USA than in Kazakhstan. This is probably a consequence of the industry being less developed due to differences in consumer preferences.

Kazakhstan's beauty salon market is also in dynamic development, and the most popular service is hair care. The study of the domestic market was carried out through the analysis of up-to-date data from our database, which contains information about the amount, number and frequency of transactions of our customers.

As a result of the study, we determined that there is fairly high competition between beauty salons in the domestic market due to the discrepancy between supply and demand. The latter is insufficient for such a number of salons. The shortage of beauty salons and hairdressers is observed only in a few regions of the country. Perhaps that is why the average age of salons in Astana and Almaty cities is small. Also, there is relative equality in the cost of men's and women's haircuts in Kazakhstan.

The results of the study can be useful for developing an industry development strategy and making decisions for a new or existing business.