Industry report · 2026
Google ratings, review benchmarks, website adoption and the toughest markets, from the 27,840 salons and beauty listed in the Page One Partner directory.
- Listed in our directory
- 27,840
- Average Google rating
- 4.56
- Median reviews
- 96
- Reviews for top quarter
- 216+
- Have a website
- 80%
- Meet all 3 benchmarks
- 27.7%
Key findings
- The Page One Partner directory lists 27,840 salons and beauty; the most listed are in California (4,829). These are the businesses in our directory, collected from the trade's 400 largest U.S. cities, not a count of every one in the country.
- Average Google rating: 4.56 (businesses with 10+ reviews), 35th of 53 trades. 39.3% are rated 4.8 or higher.
- Reviews: among salons and beauty with Google reviews, the median has 96; 216+ is top quarter and 442+ top 10%. 18.5% have fewer than 10.
- Websites: 80% list a website; of those sites, 40.7% run Google Analytics and 94.8% are mobile-friendly.
- Only 27.7% meet all three visibility benchmarks for the trade (website, median reviews, 4.5+ rating).
- Hardest market to stand out in: Lakeland, FL (545 reviews for the local top quarter).
- On Yelp, salons and beauty score 4.06 on average against 4.55 on Google.
- The 10% most-reviewed salons and beauty hold 54.4% of all the trade's Google reviews.
Page One Partner Research · 27,840 salons and beauty in our directory · Updated September 2026 · Methodology
Where our directory lists the most salons and beauty
Businesses listed in the Page One Partner directory by state, not a count of every business in each state.
- California4,829
- Texas3,193
- Florida2,411
- New York1,223
- Arizona984
- Pennsylvania881
- North Carolina876
- Illinois848
- Colorado761
- Michigan663
- Washington633
- Ohio626
Toughest markets for salons and beauty
Google reviews needed for the local top quarter. Cities with at least 40 businesses in this trade.
Website adoption is highest in District of Columbia (89%) and lowest in New Mexico (69.2%), among states with at least 100 salons and beauty.
Salons & Beauty by state
| State | Listed | Avg rating | Median reviews | Top-quarter reviews | Has a website |
|---|---|---|---|---|---|
| California | 4,829 | 4.49 | 57 | 121 | 76.4% |
| Texas | 3,193 | 4.55 | 112 | 265 | 76.2% |
| Florida | 2,411 | 4.61 | 138 | 301 | 83.3% |
| New York | 1,223 | 4.53 | 90 | 177 | 82.2% |
| Arizona | 984 | 4.59 | 114 | 244 | 81.7% |
| Pennsylvania | 881 | 4.6 | 93 | 182.3 | 82.3% |
| North Carolina | 876 | 4.61 | 125.5 | 286 | 82.1% |
| Illinois | 848 | 4.57 | 99 | 217.8 | 85.4% |
| Colorado | 761 | 4.6 | 133 | 306 | 83% |
| Michigan | 663 | 4.59 | 123.5 | 250.8 | 79% |
| Washington | 633 | 4.56 | 104 | 212 | 85.5% |
| Ohio | 626 | 4.63 | 110 | 231 | 80.7% |
| Virginia | 584 | 4.51 | 124 | 267 | 79.1% |
| Massachusetts | 554 | 4.59 | 80 | 159 | 85.2% |
| Georgia | 518 | 4.56 | 147 | 322 | 85.3% |
| Tennessee | 499 | 4.6 | 147 | 321 | 79.4% |
| Maryland | 486 | 4.53 | 124.5 | 246.8 | 83.5% |
| Nevada | 480 | 4.49 | 115 | 264.8 | 80.2% |
| Wisconsin | 450 | 4.62 | 90 | 225 | 81.8% |
| Oregon | 449 | 4.64 | 83.5 | 184.3 | 87.8% |
| New Jersey | 420 | 4.44 | 112 | 211 | 74.5% |
| Utah | 397 | 4.62 | 147.5 | 338.8 | 79.3% |
| Missouri | 381 | 4.59 | 109 | 281 | 80.6% |
| Oklahoma | 366 | 4.55 | 110 | 258 | 72.7% |
| South Carolina | 352 | 4.65 | 135 | 301 | 87.8% |
| Indiana | 321 | 4.56 | 76 | 179.8 | 73.8% |
| Kansas | 297 | 4.63 | 101 | 226.5 | 80.1% |
| Louisiana | 291 | 4.55 | 103 | 217 | 76.6% |
| Kentucky | 290 | 4.65 | 85.5 | 199.5 | 77.2% |
| Connecticut | 284 | 4.53 | 66.5 | 137.8 | 81.3% |
| Alabama | 270 | 4.52 | 108 | 208.5 | 74.1% |
| Minnesota | 262 | 4.62 | 88 | 240 | 84.7% |
| Iowa | 238 | 4.64 | 92 | 198 | 79% |
| Idaho | 234 | 4.68 | 105 | 234 | 79.1% |
| New Mexico | 198 | 4.54 | 47 | 127.5 | 69.2% |
| District of Columbia | 173 | 4.49 | 124 | 276 | 89% |
| Nebraska | 154 | 4.64 | 115 | 249 | 83.1% |
| Arkansas | 148 | 4.55 | 70.5 | 207.5 | 74.3% |
| Hawaii | 102 | 4.62 | 57 | 129.5 | 81.4% |
| Delaware | 102 | 4.52 | 83 | 192 | 85.3% |
| Alaska | 99 | 4.54 | 83 | 164 | 69.7% |
| Montana | 87 | 4.58 | 97.5 | 171.5 | 81.6% |
| Rhode Island | 80 | 4.59 | 98 | 181 | 83.8% |
| North Dakota | 70 | 4.68 | 120 | 250 | 85.7% |
| New Hampshire | 59 | 4.65 | 76 | 197 | 93.2% |
| South Dakota | 57 | 4.64 | 97.5 | 217.3 | 82.5% |
| Maine | 50 | 4.74 | 47 | 153 | 78% |
| Vermont | 43 | 4.67 | 58 | 137 | 88.4% |
| Mississippi | 41 | 4.38 | 81 | 119.8 | 65.9% |
| Wyoming | 25 | 4.6 | 59 | 103 | 80% |
Largest salons and beauty markets
| City | Listed | Avg rating | Median reviews | Top-quarter reviews | Has a website |
|---|---|---|---|---|---|
| Houston, TX | 419 | 4.57 | 124.5 | 305.3 | 79.5% |
| New York, NY | 353 | 4.43 | 108 | 210 | 92.1% |
| Los Angeles, CA | 323 | 4.46 | 62.5 | 143.8 | 70.9% |
| Miami, FL | 314 | 4.61 | 122 | 284 | 80.6% |
| Chicago, IL | 291 | 4.59 | 115 | 253 | 89.3% |
| San Antonio, TX | 275 | 4.53 | 154 | 340 | 71.6% |
| Dallas, TX | 268 | 4.58 | 109 | 290 | 82.8% |
| Denver, CO | 259 | 4.61 | 145 | 289 | 87.3% |
| Philadelphia, PA | 257 | 4.55 | 115 | 194 | 81.3% |
| Atlanta, GA | 255 | 4.59 | 166 | 357 | 87.1% |
| San Francisco, CA | 220 | 4.51 | 58 | 104.3 | 80.9% |
| Austin, TX | 217 | 4.65 | 124 | 286 | 91.7% |
| Las Vegas, NV | 210 | 4.48 | 157.5 | 369 | 81.9% |
| Phoenix, AZ | 194 | 4.53 | 116 | 261 | 80.4% |
| Portland, OR | 189 | 4.68 | 87 | 160 | 90.5% |
Answers
Questions about salons and beauty
How many salons and beauty are in the Page One Partner directory?
27,840, as of September 2026, collected from Google Business Profiles in the trade's 400 largest U.S. cities. It is not a count of every one of the salons and beauty in the U.S.: businesses outside those cities, or without a Google Business Profile, may be missing.
What is the average Google rating for salons and beauty?
4.56 stars among salons and beauty with 10 or more reviews; 39.3% are rated 4.8 or higher and 7.6% below 4.0 (Page One Partner Research, September 2026).
How many Google reviews do salons and beauty have?
The median is 96 among those with reviews; the top quarter have 216+ and the top 10% 442+. 18.5% have fewer than 10 (Page One Partner Research, September 2026).
What percentage of salons and beauty have a website?
80% list a website on their Google Business Profile (Page One Partner Research, September 2026).
Which state has the best-rated salons and beauty?
Idaho (average 4.68), among states with at least 50 salons and beauty with 10+ reviews (Page One Partner Research, September 2026).
Every number here comes from the Page One Partner studies: review benchmarks, ratings by industry, websites, visibility gap and competitive markets.