ClassPass branches into at-home beauty

UK and US – Flexible fitness membership platform ClassPass is expanding to offer on-demand salon and spa services.

The company is working with two companies – Priv in the US and Blow in the UK – to enable ClassPass members to book hair and nail treatments via the app with their credits. The one-to-one treatments include manicures, pedicures, haircuts, blowdries and massages.

‘We’ve seen increased demand for personal beauty and grooming services as stress and anxiety levels around the world have skyrocketed,’ says Kinsey Livingston, vice-president of partnerships at ClassPass. ‘We know that people want to get back to self-care, but not everyone is comfortable yet with services in public, indoor spaces.’

As we explore in our Recuperative Living macrotrend, new services and experiences across beauty and wellness are catering for consumers navigating the inter-Covid period.