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The AI Revolution in Selfcare

The landscape of selfcare and beauty services has undergone a seismic shift, as indicated by recent insights from Fresha, a leading global platform in bookings and business management for beauty and wellness professionals. The rise of Artificial Intelligence, particularly Large Language Models (LLMs) and generative AI technologies, has reshaped how consumers discover and book local services. With Fresha processing over 30 million appointments each month and generating revenue exceeding $1.5 billion, the ramifications of AI integration are profound.

Accelerated Booking Trends

Fresha has reported a staggering 50% month-over-month increase in bookings that are directly attributed to AI systems, such as Google Gemini and other advanced language models. This rapid growth underscores Fresha's evolution from a traditional software-as-a-service (SaaS) product to a crucial component of the beauty and wellness economy. By harnessing data from its extensive marketplace and leveraging cutting-edge AI functions, Fresha is stepping into a new era of high-intent booking just as consumers are ready to make decisions.

The integration with Google, involving more than 30,000 partner businesses, allows for seamless booking through platforms like Google Search and Maps. This capability translates into an impressive 1.2 million appointments booked monthly, further solidifying Fresha's standing as the primary provider of real-time booking connectivity in the global search space.

Global Behavior Shift

The data emerging from multiple regions affirms that this phenomenon is not limited to a specific area; rather, it illustrates a global trend in consumer behavior. In the Asia-Pacific (APAC) region, there has been a notable shift—25% of online booking referrals are now coming from AI tools like Google Geminis. This statistic marks a considerable rise, compared to one in seven referrals just two years prior. Europe is similarly thriving, with the Fresha Marketplace generating 15% of total new customer acquisitions in the last quarter of 2025.

In North America, the Gulf Cooperation Council (GCC), and currently emerging markets in South Africa, the trajectory of bookings from AI-enhanced searches follows a parallel upward trend. This consistent increase in booking share is a testimony to Fresha's pioneering influence as the industry adapts to AI-supported service discovery.

Marketplace Impact

Fresha's Marketplace has emerged as a frontrunner in connecting clients to beauty and wellness services, marking an impressive year where it facilitated over 3 million new client-to-business connections. This represents a remarkable 28% growth over the previous year and accounts for nearly 10% of all new client acquisitions on the platform. Enhanced retention metrics substantiate these relationships, with 63% of clients acquired via the Marketplace rebooking within a year.

Fresha's partners are reaping tangible benefits from this performance; on average, businesses experience a striking ninefold return on investment—a methodology that brings in $9 for every $1 invested in client acquisition.

James Hayward-Browne, Fresha's Head of Brand and Marketing, emphasizes the convergence of service discovery and transactions in global selfcare markets. As customers transition to more conversational and intent-driven interactions, the integrated functionalities of Fresha's booking infrastructure enable businesses to effectively capture demand and stimulate recurring revenue growth.

Redefining Service-Based Commerce

This ongoing integration of digital discovery with real-time transaction capabilities is fundamentally redefining service-based commerce on an international scale. Fresha's comprehensive platform encompasses multiple facets—ranging from marketplace acquisition to embedded search bookings, fostering social connections, and facilitating integrated payments. This sophisticated infrastructure caters to a diverse spectrum of businesses, from large enterprises to independent operators, paving the way for success in an increasingly automated market.

About Fresha

As the global benchmark for booking, payments, and business management in the beauty and wellness sector, Fresha empowers services like salons, spas, and fitness studios. The platform assists over 140,000 businesses worldwide to streamline operations, acquire new clients, and drive revenue growth through a state-of-the-art technology stack and expansive infrastructure, which is poised for the future of service-based commerce.