Brilliant Massage & Skin Meets Demand for Wellness Services - Franchise Wire

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Consumers Increasingly Seek Benefits of Self-Care for Greater Health and Well-Being​

Demand for wellness services has soared, particularly since the COVID-19 pandemic, with the market in the United States estimated at $480 billion and growing at 5-10% per year, according to McKinsey & Company. Consumers are more knowledgeable and proactive in maintaining their physical and mental health and well-being; 82% of Americans report that wellness is a top priority, McKinsey reports.

“People are increasingly recognizing the benefits of massage and skin care, leading to a growing demand for these services,” says Jolita Sakmanaite, founder of the Brilliant Massage & Skin franchise (shown above). Since establishing the business in 2017 in Burlington, Vt., she says increased demand has led to expansion and plans for franchising throughout New England and ultimately into the Mid-Atlantic and down the East Coast.

Factors Driving Demand for Wellness Services​

Sakmanaite says several factors have contributed to consumers’ increased demand for wellness services, including the following.

• Focus on Self-Care: “The pandemic increased awareness of the importance of self-care, mental health and holistic well-being. Many people now prioritize relaxation techniques like massage and skin care routines to manage stress,” she says. “Stress often causes tightened muscles and tension headaches. Massage techniques such as deep tissue, Swedish and trigger point therapy help release built-up tension. Regular massage can increase energy and fitness performance, as well as overall happiness and well-being.” Americans seem to agree; some 11%, or one in nine, visited a massage therapist at least once in 2021, according to the largest ever survey of massage therapy usage by Baylor University researchers, which was published in 2024 in the medical journal, Explore: The Journal of Science and Healing.
• Social Media Influence: Social media influencers promote self-care routines, making skin care and massage more mainstream, Sakmanaite says. Research shows this is particularly true among tech-savvy younger adults, who also outspend older consumers on wellness-related products and services. A Forbes survey showed Gen Z consumers lead all other demographic groups in their willingness to spend an average $7,856 per year on their health, followed by Gen Xers who spend an average $6,347 per year, as compared with an average of $5,285 for all survey respondents.
• Scientific Validation: Clinical research has proven the benefits of massage therapy, including stress reduction, improved circulation and the alleviation of chronic pain, and science-backed results have led to increased integration of massage therapy in wellness programs and medical treatments, Sakmanaite says. Consumers across the globe cite efficacy and scientific credibility as two of the most important factors they consider when choosing wellness products and services, according to the McKinsey Future of Wellness Survey.
• Health Investment: “Skin care is no longer just about beauty,” Sakmanaite says. It’s seen as a health investment, with growing awareness of the importance of sun protection and hydration as anti-aging protection.
• Natural Solutions: Grand View Research cited a growing emphasis on natural remedies and holistic wellness as contributing to the demand for therapeutic solutions such as massage that promote relaxation and physical rehabilitation, particularly as Americans experience increased prevalence in lifestyle-related ailments such as stress, anxiety, chronic pain and musculoskeletal issues. The research organization estimated the 2023 market size for massage therapy service at $18.23 billion and projects a compound annual growth rate of 7.2% through 2030.
• Popular Wellness Techniques: Cupping, myofascial massage, aromatherapies and hot stones are gaining popularity for their natural healing benefits. Brilliant Massage & Skin offers these therapies and more.
• Employer-Sanctioned Programs: Employers increasingly recognize the benefits of massage therapy and even include it as part of employee wellness programs to reduce stress and boost productivity. Sakmanaite says some insurance plans also cover massage therapy as a medical necessity.

Benefits of Massage​

“Stress is the immune system killer,” Sakmanaite says. “Massage activates the parasympathetic nervous system, encouraging the body to shift from the ‘fight-or-flight’ response to a state of relaxation, reducing the stress hormone cortisol and increasing the feel-good hormones serotonin and dopamine. Thus, it also boosts the immune system.”

She says clients typically feel calmer and more refreshed for extended periods following massage therapy, as it improves circulation and oxygen flow, nourishing tissues and removing toxins. Massage calms the nervous system, which helps with insomnia, a common issue related to stress and anxiety, she adds. And the soothing touch of massage, which is incorporated in facials, also promotes mindfulness, grounding clients in the present moment and reducing anxious thoughts.

“Even as demand for wellness services increases, Brilliant Massage & Skin treats each client as an individual, with customized services tailored for that person’s needs and goals. We provide the highest quality therapeutic services for relaxation, pain management, injury prevention and muscle recovery,” Sakmanaite says.

To learn more about franchising opportunities, visit the Brilliant Massage & Skin website.


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