In an industry as fast and fragmented as professional beauty, it's easy for business owners to feel like they’re flying blind. With little access to shared data or standardised expectations, many salons, clinics, and spas are left wondering: What does good really look like?
Brigitte Benge of CREAM Solutions believes the answer lies in benchmarks, and she’s on a mission to make them mainstream.
“Benchmarks aren’t just numbers. They’re a roadmap,” says Benge. “They give business owners clarity on where they’re excelling, where they’re leaking profit, and where they need to lift their standards.”
In her newly released resource, The 9 Most Important Beauty Industry Benchmarks, Benge outlines the essential metrics every salon or clinic should be tracking:
Wages Shouldn’t Exceed 30% of Revenue – Anything above that and you're likely overstaffed or underproductive.
Professional Product Costs Should Stay Under 20% of Treatment Price – Factor in equipment, too.
Retail Markup Should Be 100% – That’s a 50% margin minimum.
Aim for at Least 20% Net Profit – That includes reinvestment into the business.
Therapist Retail-to-Treatment Revenue Ratio Should Be 40:60 – Home care supports results and business growth.
70% Minimum Rebooking Rate – Retention starts with results and client consistency.
Strong Retention = 60% of New Clients Return in 1 Month, 80% of Existing in 2 – Anything less? Time to rethink your client journey.
Appointment Bookings Should Be 80–85% Full at the Start of the Week – Relying on last-minute bookings leaves too much to chance.
Therapist Hourly Target Depends on Equipment Load – Ranging from $170 to $250 per hour depending on clinic type.
While these figures are vital, Benge is quick to point out that numbers mean little in isolation.
“We need transparency across the industry. These benchmarks should be available to everyone (new business owners, team leaders, educators) so we’re all striving toward the same standards,” she explains.
This call for clarity doesn’t just serve business owners. It creates consistency for employees who often move between workplaces with vastly different expectations. “If one therapist is expected to generate $250/hour and another $120/hour with no clear reasoning, we breed confusion and burnout,” Benge says. Standardising performance metrics can also reduce staff turnover, improve onboarding, and uplift the industry as a whole.
How BDMs Can Use This Data in Salon Visits
For Brand Business Development Managers (BDMs), these benchmarks aren’t just useful - they’re a goldmine. Incorporating them into salon visits can elevate the quality of conversation and increase the value a brand brings to its stockists - plus we know from this report, thats really what Salon Owners want when it comes to BDM visits.
Here’s how BDMs can integrate benchmark education into their day-to-day work:
Educate on the Numbers: Use these benchmarks as an entry point to discuss business health. Help salon owners understand where they stand and where improvements can be made - without judgment.
Normalise Financial Conversations: Many salon owners feel awkward talking about money. By openly and regularly referencing benchmarks, BDMs can help break down stigma and encourage data-driven decision-making.
Encourage Therapist Ownership: Use the 40:60 retail-to-treatment split or hourly production goals to empower therapists to track their own performance and understand their contribution to the business.
Support Strategic Goal-Setting: If a business is falling below the 70% rebooking benchmark, that’s an opportunity to workshop scripts, customer journeys, or even introduce incentives.
Position the Brand as a Growth Partner: By moving beyond product and into profitability, brands shift from being suppliers to trusted advisors - deepening stockist loyalty and long-term success.
“Brand reps have such a unique opportunity,” says Benge. “They’re often the only consistent touchpoint a salon has with the outside world. Bringing education, structure, and support into those conversations can have a huge ripple effect.”
Benge argues that these benchmarks aren’t about squeezing more from teams—they’re about creating sustainable, profitable businesses that deliver results for clients and financial security for owners.
“I work with business owners every day who are pouring their hearts into their salons and still barely scraping by. With the right data, that can change,” she says.
In an industry that’s been dominated by aesthetics and intuition, Benge’s push for numbers might feel clinical, but it’s necessary. When used correctly, benchmarks don’t just guide decisions, they unlock growth.
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