In the first months of this year alone, demand for beauty, well-being and fitness services grew by 30% compared to 2025.
Beauty, wellness and fitness services. THE self care is the spread in Portugal and data from 2026 show an increase in this demand.
According to sheerME, a commitment and payment app for wellness and beauty services, demand in the first quarter of this year was 30% higher than in the first quarter of last year.
And there is one thing that stands out, in a statement sent to ZAP: demand from men more than doubled. The search for services aesthetic went up even more (240%).
70% of searches are related to beauty, particularly the services of hairdresser and manicure among women, and barbershops among men. The demand for eyebrow design rose 240%, head spa grew 70% and treatments such as botox and laser hair removal increased 30%.
O fitness appears below: gym, pilates and yoga are among the most sought after services.
Manicure, brushing, eyebrow design and beard care are the most sought after by the most young people.
In people with 30 years or morecare focuses on other sectors: psychology, skin cleaning, botox and mindfulness.
More than half of appointments (60%) are made outside working hours; Favorite days are Thursday, Friday and Saturday. While quick services were available from Monday to Friday, weekends are increasingly dedicated to spas and extended wellness programs, often with the family.
Lisbon, Porto and Algarve are the areas with the greatest demand; Braga and Leiria recorded the biggest increases.
On average, an interested person spends 40 euros per month in self-care, with an average of three appointments per month on sheerME.
