Competing City by City: What We're Learning in the UK's Crowded Beauty Tech Market
by Ilan Koskas5 minute read
Ilan Koskas, France & UK Country Manager
Recently, our outbound team contacted a salon owner in Manchester who'd been using a competitor for three years. She was happy enough with what she had - not looking to switch, not actively searching for alternatives. But after one conversation showing her how Booksy's payment features could protect her from no-shows and simplify her daily operations, she decided to try us.
Three weeks later, she told our team she wished she'd switched years ago.
That's the UK market in a nutshell
Providers here have good options already. They're digitally sophisticated, connected to US trends, and not desperately searching for solutions. Breaking through means reaching busy professionals directly and proving - quickly - that we solve problems better than what they're currently using.
The UK presents a specific type of challenge. This is one of the most digitalized beauty markets we operate in, closely connected to US trends and already served by established competitors. Providers here are sophisticated about technology and have plenty of options. Breaking through requires more than good product features - it demands a smarter approach to how we grow.
We've developed something that's working: a city-by-city strategy powered by outbound sales.
Instead of spreading ourselves thin across the entire UK, we focus intensely on specific cities. We identify busy professionals who might not discover us organically, reach out directly, and show them exactly how Booksy solves their actual problems. This approach differs from traditional field sales - our team operates remotely but targets locally, combining the efficiency of outbound with the precision of geographic focus.
The UK was one of the first countries to try this approach and it proved effective enough that the US and Spain are now implementing similar approaches. That's the advantage of operating in highly competitive markets - when you solve problems here, those solutions often work elsewhere.
Our payment features have become particularly popular with UK providers. No-show protection, tap-to-pay, and integrated tips aren't just convenient - they help professionals secure their income and simplify daily operations. In a market where providers are already digitally savvy, they quickly recognize tools that make their businesses run better.
But competition creates challenges. We face other players with established brand recognition and many providers are so busy that reaching them requires persistence.
Our team has gotten resilient and creative dealing with these obstacles. When standard approaches don't work, we test new ones. When one city strategy succeeds, we adapt it for the next. The UK has become our testing ground for approaches that eventually scale globally.
The goal for the coming years is clear: become the leading platform in as many major UK cities as possible. We want Booksy to be where people automatically go to book nails, hair, and beauty services across the country.
What makes me proud isn't just our growth trajectory. It's watching our team maintain focus and collaboration in a market that demands both. Our spirit is simple: one team, one ambition - winning the UK market.
The UK is still being built for Booksy. Despite the competition and maturity of this market, significant opportunity remains. Every city we enter, every provider we help, every new approach we pioneer contributes to both local success and global learning.
