Ethnic inspired beauty treatments are a growing trend in New York. The city is a melting pot of women from every corner of the globe. According to 2010 census data New York's racial composition is increasingly "non-white". The growing population of minorities and immigrants is changing mainstream beauty standards and impacting how women choose to care for themselves. "Exotic appeal" is a buzz word in fashion and beauty. The "All American" look is becoming sidelined in favor of multi-cultural features. Liane Membis of CNN said, "Over the past decade, an appreciation for ethnic beauty has been on the rise." This interest in all things exotic is shaping the beauty industry. Traditional treatments from various countries are adding exotic appeal to salon and spa menus.
Indian eyebrow threading salons like Shobha line many streets offering a gentler and more precise alternative to waxing procedures. Salons like Annabelle's in the East Village are seeing a rise in non-hispanic clients requesting the popular Dominican roller set and blowout instead of the once dominant flat iron straightening. Dominican salon enthusiasts rave that their hair is fuller and healthier when styled with these techniques. Spa connoisseurs are more often indulging in ancient bath house environments over modern oases. Clients can choose from Korean jjimjilbang indulgence at Aura Wellness spa or Japanese ryokan pampering at Shibui Spa.
Not only do these exotic treatments hint at emulating the beauty of women from their cultural origins, they present a mental getaway for patrons. Multi-tasking New Yorkers desire a virtual escape from urban life even if it lasts only an hour. Susie Ellis of Spafinder.com said, “These are full-on experiences that can range from romantic to ritual-like treatments.”
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