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We analyzed 7,377 beauty & wellness listings across Australia. Here's what the data shows.

We pulled the numbers from our Australia-wide directory of massage, spa, hair and beauty businesses to see what the industry actually looks like. The results were not what we expected.

1. It's a hair industry, not a massage industry

The largest category by a wide margin is hair salons — 4,138 listings, or 56% of the entire directory. Massage (including Thai massage) comes to just over 1,000 listings, around 14%.

Category	Listings	Share
Hair Salon	4,138	56%
Fitness & Yoga	962	13%
Massage	735	10%
Nail Salon	584	8%
Thai Massage	320	4%
Tattoo Studio	297	4%
Medical Aesthetics	172	2%
All other categories	169	2%

2. Two states hold two-thirds of the market

NSW and Victoria together account for 4,986 listings — roughly two in every three. Queensland adds another 1,341.

State	Listings	Share
New South Wales	2,548	35%
Victoria	2,438	33%
Queensland	1,341	18%
Western Australia	626	8%
South Australia	178	2%
Tasmania	151	2%
ACT	70	1%
Northern Territory	25	<1%

3. The real story: most listings are missing the basics

The most striking finding isn't what kind of business it is — it's how little information is attached to each listing. Across all 7,377 records:

Put differently: for roughly four out of five beauty and wellness businesses in our data, a customer searching online can't find their opening hours, can't see a phone number, and can't reach a website from the listing.

Why this matters

Most "massage near me" and "hair salon near me" searches end on a directory or map result. If a business's listing is missing its hours, phone number or website, that search turns into a dead end — a potential customer who simply goes to the next result. The gap is especially visible at the suburb level, where fewer than one in five listings are tied to a specific neighbourhood.

For small businesses, this is a cheap fix with an outsized payoff: complete the listing once, and every "near me" search becomes a chance to win a customer instead of lose one.

Method

Figures are drawn from Beauty & Wellness Finder (beautywellnessfinder.fyi), an Australia-wide directory of massage, spa, hair, nail, tattoo and fitness businesses. The dataset is built from open map data and counts 7,377 listings as of November 2026. Percentages are rounded to the nearest whole number.