Modern living comes with its fair share of stress (not necessarily a big revelation), so consumers find themselves on a constant search to relax and rejuvenate in new, interesting ways. For this reason, the spa industry is currently in a golden age as facilities reinvent and reimagine treatment options. One of the most in-demand spa treatments heading into 2025 is the Japanese head spa, which has seen an astonishing 233% increase in online searches year-over-year. Originally rooted in Japan’s holistic health traditions, this treatment has gained widespread popularity, thanks in part to viral social media exposure on TikTok. A Japanese head spa focuses on scalp rejuvenation, and combines gentle massaging, acupressure, and deep cleansing to improve blood circulation and relieve tension. Often accompanied by a scalp mask or specialized shampoo treatment, this luxurious experience promotes healthy hair growth while leaving the scalp refreshed and revitalized. Following closely behind Japanese head spas in popularity are gold massages, which have risen from ninth place in 2024’s Spa Trends Report to second place in 2025. Gold massages incorporate 23-carat gold, a substance believed to offer anti-inflammatory and antioxidant benefits. These treatments enhance circulation, reduce inflammation, and improve skin elasticity. The result is a radiant, youthful glow that has spa-goers eagerly booking appointments for this luxurious experience. But indulgence is only one aspect of today’s spa industry. Medical spas, or medi-spas, have also gained significant traction, seeing a 124% increase in searches over the past year. Traditional spa relaxation meets with cutting-edge cosmetic treatments. Medi-spas offer non-surgical procedures such as Botox, dermal fillers, fat reduction, laser hair removal, microneedling, and tattoo removal. The rise of medi-spas can be attribute to consumer interest in convenient, results-driven treatments. Consumers want to achieve beauty fast and in an environment that feels safe.