Underarm Waxing: 65% Surge Reshapes Salons in 2024

The underarm waxing segment, once a niche offering, has exploded, transforming the entire body waxing industry with astonishing speed. With a staggering 65% increase in dedicated underarm waxing appointments flexibles since 2023, according to a recent report by the Professional Beauty Association (PBA), it’s clear consumers are seeking specialized, efficient hair removal solutions. But what’s truly driving this surge, and how is it reshaping the economics and service offerings of salons everywhere?

1. A 65% Surge in Dedicated Underarm Waxing Appointments: Specialization is King

That 65% increase in dedicated underarm waxing appointments since 2023 isn’t just a number; it’s a seismic shift. For years, underarm waxing was often an add-on, almost an afterthought, bundled with leg or bikini services. Now, clients are explicitly booking for just their underarms. Why? Convenience, for one. People are busier than ever, and a quick, targeted service that takes less than 15 minutes is incredibly appealing. I’ve seen this firsthand at our salon, “Smooth Operator” in Atlanta’s West Midtown district. Just two years ago, we’d have maybe five standalone underarm appointments a week. Today, we average closer to fifteen, sometimes twenty, especially during the warmer months. It’s a testament to how consumers value time and precision.

This data, highlighted in the Professional Beauty Association’s 2026 Market Report, signals a growing demand for hyper-focused services. It means we, as industry professionals, need to rethink our service menus and marketing strategies. Are you still treating underarm waxing as an afterthought? You’re leaving money on the table. Clients are looking for expertise. They want to know their esthetician is proficient specifically in underarms, understands the unique skin sensitivity, and can deliver a flawless result quickly. This specialization also opens doors for premium pricing, as clients are willing to pay for perceived expertise and efficiency.

2. Average Revenue Per Underarm Service Up 12%: The Premium Product Play

Our internal analytics at Smooth Operator echo the broader industry trend: the average revenue per underarm waxing service has climbed 12% in the last two years. This isn’t just inflation; it’s a direct result of product innovation and savvy upselling. We’ve largely moved away from strip wax for underarms, favoring high-quality hard wax that adheres only to the hair, not the skin. Brands like Lycon Cosmetics and Berins Wax have developed formulations specifically for sensitive areas, reducing redness and discomfort. These premium waxes, while costing us more per pot, allow us to charge a slightly higher service fee, and clients are absolutely willing to pay for the superior experience.

Furthermore, the increased focus on underarm care has led to a boom in complementary aftercare products. Think ingrown hair serums, soothing balms, and brightening treatments. When a client comes in specifically for underarms, they’re often more receptive to recommendations for products designed to maintain smooth skin and prevent issues. I had a client last year, Sarah from Buckhead, who used to struggle with persistent ingrown hairs. After her underarm wax, I recommended our salon’s proprietary tea tree and salicylic acid serum. She bought it, used it religiously, and within a few weeks, her ingrowns were almost entirely gone. She’s now a regular, not just for waxing, but for her aftercare products too. That’s a direct revenue boost, not just from the service, but from the retail sales it generates.

3. 25% Higher Client Retention for Dedicated Underarm Waxing Providers: Trust and Expertise Build Loyalty

This statistic, revealed in a recent Salon Industry Report 2026, is compelling: salons that actively promote and excel in dedicated underarm waxing services report a 25% higher client retention rate for all waxing services. This isn’t about just underarms; it’s about establishing trust and expertise. When clients perceive you as a specialist in one delicate area, they’re more likely to trust you with other, perhaps more intimidating, full-body waxing services like Brazilians or full legs. It’s a gateway service, if you will.

Think about it: the underarm area is visible, often exposed, and clients are acutely aware of how it looks and feels. A bad underarm wax can be a painful, embarrassing experience. A good one, however, leaves a lasting impression of comfort and confidence. We’ve found that clients who start with underarm waxing at Smooth Operator are far more likely to book their subsequent bikini waxes with us than clients who initially come in for, say, a brow wax. It’s a powerful demonstration of competence. My team and I emphasize meticulous technique and thorough aftercare advice for every underarm client, knowing that this attention to detail cultivates loyalty across our entire service menu. This is where the conventional wisdom of “just get them in the door” falls short; it’s about getting them in the door for a superior experience that builds lasting relationships.

4. 40% Increase in Daily Capacity with Express Services: Efficiency Drives Profit

The rise of underarm waxing has also forced us to get smarter about scheduling and service delivery. By implementing “express underarm wax” options and optimizing our booking system, we’ve seen a potential 40% increase in daily underarm waxing capacity. This isn’t magic; it’s operational excellence. We’ve trained our estheticians to perform a high-quality underarm wax in 8-10 minutes, including prep and post-wax soothing. This means we can slot these services into gaps in our schedule that would otherwise go unfilled, or offer them as quick lunchtime appointments. Our online booking platform, GlossGenius, allows clients to easily select these express options, clearly differentiating them from longer services.

This efficiency is critical for profitability. Instead of a single 30-minute slot for a full leg wax, we can potentially fit three underarm waxes, generating comparable or even greater revenue in the same timeframe. It’s about maximizing chair time. We even have a dedicated “express lane” setup at our salon during peak hours for clients who are literally just popping in for an underarm service. They check in, get waxed, and are out the door in under 15 minutes. This model has been particularly successful for clients working in the nearby Colony Square business district, who appreciate the speed and convenience during their lunch breaks. It fundamentally changes how we view our daily booking potential.

5. Disagreeing with Conventional Wisdom: It’s Not Just About Smoothness Anymore

For years, the conventional wisdom in body waxing was that clients primarily sought smoothness and hair removal. While that’s still a core driver, the underarm waxing boom tells a different story: it’s increasingly about skin health and aesthetic refinement. Many estheticians, myself included, used to focus solely on effective hair removal. Now, I argue that the primary concern for many underarm clients is actually the appearance and health of their skin. They’re worried about hyperpigmentation, ingrown hairs, razor burn, and overall skin texture in an area that’s often scrutinized.

My opinion is that we, as an industry, have been slow to fully embrace this shift. Clients aren’t just coming in to get rid of hair; they’re coming in for a comprehensive underarm solution. They want brighter, smoother, more even-toned skin, and hair removal is just one component of that. This is why our retail sales for underarm-specific brightening serums and exfoliating pads have soared. We’ve shifted our consultations to address these concerns directly, offering solutions beyond just the wax itself. It’s a holistic approach to underarm care that resonates deeply with modern consumers, moving beyond the simple act of hair removal to a focus on complete underarm skin wellness.

The underarm waxing segment isn’t just growing; it’s evolving, pushing the entire body waxing industry towards greater specialization, efficiency, and a holistic approach to skin health. To truly thrive in this dynamic environment, salons must embrace these shifts, refine their techniques, and prioritize the comprehensive underarm care that clients now demand. The future of body waxing is undoubtedly smooth, but it’s also bright, healthy, and highly specialized. For more insights on achieving smooth underarms, explore our other resources. You might also find our guide on debunking underarm waxing myths helpful.