Why Personal Care Is Booming

It's on people's minds, and good for the bottom line.

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The pandemic may have started in 2020, but its economic shifts are still being felt in 2025.

It affected how we think about all kinds of things—especially our mental and physical well-being. A Pew Research Center survey found that during the pandemic, about a quarter of Americans who responded said that keeping healthy was more important, including putting more emphasis on a healthy lifestyle. The medical media company Healio reported that 80% of Americans intended to be more mindful about regular self-care after the pandemic. And McKinsey reported that the pandemic led U.S. consumers to try new brands and channels to address their care needs.

That shift is leading to all kinds of new personal care concepts in the franchise industry, while existing brands are upping their game by adding new “self-care” services.