Cheeky manicure: Salon nails beauty on a budget

Cheeky is the latest spin-off brand from Cowshed, the Shoreditch House spa and beauty products company. Unlike Shoreditch House, where the aura is boosted by an air of exclusivity, Cheeky Parlour is about affordability and accessibility. It does not arrange appointments and offers nailcare for as little as £10 ($16, €12).

Cheeky is not just a place to go for a blow dry and a quick nail fix. It describes itself as a ‘creative new hangout for fashion-forward ladies’. The salon encourages women to come with friends, and provides drinks and food, as well as a Selfie Studio where customers can connect their smartphone to a professional camera, complete with lighting equipment, to create that perfectly shareable beauty moment.

Cheeky Parlour is capturing the social mood of the moment, when people want to share experiences both online and offline. For more, read our Conviviality Culture macrotrend.