The International Spa Association (ISPA) embodies a global nexus of wellness, luxury, and rejuvenation. As the premier organization representing the spa industry worldwide, ISPA sets the standard for excellence in relaxation, health, and hospitality. At the Phoenix Convention Center from April 23 to 24, spa owners, practitioners, suppliers, and enthusiasts came together to collaborate, innovate, and share their knowledge. 

Since its inception, ISPA has been dedicated to advancing the spa experience, advocating for best practices, and promoting the transformative power of wellness. Many companies in this industry empower us to thrive in an ever-evolving landscape through their products in health tech, light and vibrational therapy, natural and clean skincare and haircare, air purifiers, overall holistic wellness, and so much more. 

“With 2,300 attendees and more than 200 exhibitors, the 2024 ISPA Conference showcased the spa community’s remarkable growth and engagement,” said Lynne McNees, President of ISPA.  “Each year at the event, we release an overview from the ISPA U.S. Spa Industry Study. The long-term trends reflect the obvious: We lost ground during the COVID years. But the past two years have seen historic gains in 'Big Five' spa industry benchmark figures: total revenue, total spa visits, number of spa locations, revenue per visit and total number of U.S. spa industry employees. Revenue and locations have already surpassed pre-pandemic highs, and we’re quickly closing the gap on annual visits and employment. When ISPA celebrates its 35th anniversary at next year’s Conference, we’re looking forward to continuing the upward trajectory. “ 

Todd Shaw, Chairman of the ISPA Foundation, also shared data from The ISPA Foundation-funded annual study on the state of the spa industry: “When the numbers were released at the ISPA Conference, one of the statistics showed 182 million spa visits in 2023, which is up about 50% over 2020. Assuming a 3% growth rate in annual visits, in 2018/2019 we would have predicted 216 million-plus visits in 2023—meaning we were 40 million visits short. We still have progress to make before we’re fully back on track.” 

This year, more attendees were talking about different types of collaboration. “On the staffing side, ISPA has been part of a group recruiting and developing in high schools and colleges by teaming up with the schools directly," said Shaw. "On the client side, we’re hearing more talk about embracing the holistic wellness trend. Are there existing businesses that spa directors can partner with? People who invest in their health and wellness are at the gyms and health food sections in the grocery stores. Find a way to add value for both organizations with collaborations and, ultimately, serve the customer. Wellness’s core is service to others."

Let’s explore the trends and brands that are reshaping the spa industry. The top 10 list spotted by the team at Trent & Company:

Non-Toxic, Clean Beauty: Harnessing the Power of Nature 

The shift towards clean, non-toxic beauty products is transforming the spa industry. These products leverage natural ingredients to deliver effective results without harmful chemicals, benefiting both consumers and the planet. 

Oil Divine offers a thoughtful, luxurious collection of certified organic skincare formulas backed by science. Their pure, vegan oils upgrade beauty routines, providing healthier, more vibrant skin over time. 

Spongelle reimagines the beauty scene with multi-use body wash-infused buffers, rich moisturizers, and fragrances. Their award-winning proprietary delivery system ensures a germ-free, compact, and travel-friendly product that elevates the self-care and at-home spa experience. 

Circadia is a legacy results-driven skincare brand centered on chronobiology, with products and treatments customized to specific skin types and concerns. Their innovative ingredient technology defends against environmental insults during the day and stimulates repair mechanisms during sleep. 

Dr Dennis Gross Skincare formulates cruelty-free and vegan skin care products using science and nature for clear, glowing skin, targeting lines, wrinkles, firmness and more. Their products are paraben-free, phthalate-free and sulfate-free. Based on Dr Dennis Gross’ professional experience as a cancer researcher, practicing dermatologist and formula innovator, they have eliminated more than 1650 ingredients due to his concerns about their potential toxicity, safety and ability to harm or irritate skin. They also vet all of their formulas with comprehensive laboratory, clinical and safety studies. This brand is on a mission to make a difference in the lives of all people everywhere by helping them have healthier skin.  

Things like the sun, pollution, alcohol, and stress accelerate skin damage. Over time, we build up skin damage and the signs of aging become more visible. The key to maintaining more youthful looking skin is skin hydration because hydrated skin does not wrinkle as easily.  

Nama Fiji is a plant-based skincare range of cellular hydration made with wild Nama “sea grapes” and other naturally derived ingredients from the Pacific to provide essential nutrition and beautiful skin. Nama is a powerhouse ingredient that provides intercellular and intracellular hydration, with naturally occurring trace minerals and antioxidants for the skin. The brand is on a mission to be a sustainable beauty brand that is building a socially responsible enterprise for our planet's future. They’re also focused on improving the livelihood of rural women & communities in Fiji through training, employment and Nama harvesting in the Fijian villages of the Yasawa Islands.  

OPULUS Beauty Labs is freshly activated beauty backed by science for sensitive skin, blemishes, dryness, wrinkles and/or hyperpigmentation. OPULUS brings the final step of the manufacturing process into your home by giving you the power to blend and activate each dose right at the time of application. Inspired by a chocolate truffle, each Opoule Treatment has two layers. The hard outer coat serves as a protective shield made with beneficial ingredients only—no wax, no preservatives. Inside, the soft core contains potent active ingredients, waiting to be freshly blended. The OPULUS Activator is your personal skincare lab, using a patented thermal blending process at 107ºF - the ideal temperature for increased product absorption. With the push of one button, the Activator transforms the solid Opoule into a range of products from serums to creams, based on its ingredients. First, by melting the hard outer coat, then by blending it with the soft active core. Their exclusive retinols and regimens give you the glow and radiant skin you desire.  

K Headspa offers a holistic experience beyond the mere aesthetics of hair washing. K Headspa is committed to rejuvenating the scalp, enhancing hair quality and bestowing a more youthful appearance by dramatically improving shampooing and hair analysis equipment.  

KUSUM is promoting the health-focused skincare and haircare concept with their bio-based preservation, using a delicate combination of pure ingredients to preserve their natural effects. They use high-quality essential oils rather than synthetic fragrances for their aromas as well.   

Sorella Apothecary is a botanically based, professional skin care line that balances the best of both science and nature. They combine natural, old-world philosophies and a dose of modern-day science to create products that will bring balance back to the skin while also building it up and providing nourishment. Their luxurious skincare line offers amazing results, leaving out toxins, harsh fragrances, parabens and sulfates. Their products are also packed with rich nutrients that support your skin’s natural regenerating properties.  

Zents is mindful and kind, cruelty-free, luxurious body care and fragrance designed for wellness. All their products are made with clean ingredients, from organic harvested shea butter, organic aloe and organic lotus flower essences grown on a Demeter-certified Biodynamic farm. They support small, local economies, both in their community and around the globe, such as women’s co-ops in Africa. They also use wind energy, LED lighting, and recycling practices as well as FSC sustainable papers for a greener living.  

GlyMed Plus has been transforming skin for more than 30 years and their products are sold through licensed professionals to ensure product integrity and proper skincare instruction. They have effective pharmaceutical grade and natural ingredients used in their line of products and you can receive personalized skincare treatments and home care regimens to help achieve your skin goals. This brand also supports the Breast Caner Research Foundation, animal protection, Tunnel To Towers Foundation and more.   

Céla is a Canadian luxury skin and body care line that harnesses the natural power of Northern botanicals. Founded by a busy mother of three, beauty industry veteran and a 12th generation Canadian, Céla empowers everyone to make self-care a priority in their life. Designed to calm, protect and soothe the skin from the Northern climate, the Céla Complex is a blend of six Canadian botanical extracts - Blueberry, Elderberry, Evening Primrose, Juniper Berry, Rosemary and Lavender. Combined, these potent extracts reveal skin’s natural radiance while protecting it from the ravages of environmental factors and supporting its health at the cellular level.  

Founder, Michael Beresford, first discovered Moor therapy over 30 years ago while teaching a meditation technique in the UK. Moor has been a part of the European healing tradition for centuries, and over the past 60 years, many clinical studies have confirmed Moor’s beneficial properties. Moor Spa is inspired by nature with 100% naturally derived products that have been rated as some of the safest and most effective products in the spa. Their comprehensive line of skincare and bodycare products contain Austrian Moor, a nutrient-rich plant complex that enhances skin’s health and appearance. By combining the revitalizing, purifying Moor complex with plant-derived cosmeceuticals, herbal extracts and pure essential oils, Michael and his team of scientists at Moor Spa, have developed safe and effective spa products that will transform your skin. hey are free of synthetic preservatives, parabens, sulfates, artificial colors, synthetic fragrances and petroleum-derived chemicals, such as PEG, propylene glycol or mineral oil.  

Genderless Skincare  

Some brands do not believe in cosmetics for women and cosmetics for men. They do believe, however, that there are different types of skin and that each of them requires its appropriate cosmetic. Knowing how to identify your skin type, regardless of your gender, and using an appropriate cosmetic, is without any doubt one of the keys to obtaining the perfect beauty routine.   

At SCENS, they develop cosmetics, treatments and solutions for each skin type in order to obtain the best possible results. Scens is an organic and vegan skincare line in search of pure, natural, powerful active ingredients extracted from the most exclusive plants and flowers of the planet. Their cosmetics exfoliate, hydrate, and regenerate the skin of the body, presented in a luxurious and eco-friendly manner. Their products allow the skin to improve its overall appearance and condition. These results are due to the concentration of the active ingredients and the intense formulations that moisturize, regenerate, brighten and correct the texture of the skin.  

Health Tech: Merging Wellness with Technology 

Health tech is revolutionizing the spa industry by integrating advanced technology with traditional wellness practices. These innovations offer spa-goers enhanced experiences and more personalized care, bringing the benefits of high-tech wellness to everyday life. 

Rachel Stacy, Director of Sisley Spa, shared her thoughts on the rising tech trend: "I have been attending ISPA for most of the last 20 years. The trend that I am delighted to see is more technology for the lounging areas and the treatment areas." Indeed, more and more companies are creating amazing features for these areas, like goggles, masks, leg and feet boots, and chairs with music. These refreshing upgrades add more value and revenue to spas without adding more payroll.

Automated Recovery combines healthcare and technology to revolutionize the way we monitor, manage, and improve our well-being. From watches that track stress and daily habits to patches that tackle pain and home devices that support good sleep, health tech allows individuals to take control of their mental and physical health like never before. 

Hydrotherapy Tubs are making a big splash in the wellness sector, reflecting a growing trend toward automated recovery at home. One of the pioneers in this trend is BainUltra with its Libra tub collection. These tubs combine the therapeutic benefits of water with innovative design, offering a spa-like experience that promotes relaxation, pain relief, and overall well-being.

For those spas unable to incorporate bath time into the spa experience, they can send guests home with spa remedies for their own baths with the opportunity to set up a “Bring Back the Bath” book event at spas and sell or distribute BainUltra’s new book: The Forgotten Power of Bathing: How a Daily Bath Can Improve Your Health and Happiness,” a transformative take on an ancient and simple ritual: bathing. Authored by BainUltra’s CEO, Elaine Drolet, and Board-certified Internist, Health and Wellness Advocate and Best-Selling Author Dr. Ken Redcross, the book provides a deeper look into the therapies, rituals and holistic benefits of bathing backed by illuminating research and methods.  

Hydrotherapy massage tables are also incorporating advanced technology. WellnessJK's WellSystem Wave offers hydrotherapy massages, a hands-free recovery method combining hydro-jets, light, sound, and aromatherapy to relieve tension, support muscle recovery, and improve relaxation. 

NOWATCH is a smart watch that helps track and improve daily habits to feel calm, strong and present. Designed in Amsterdam and produced in Finland, NOWATCH is a fusion of science and technology that changes your relationship with stress, educates you on healthy choices and encourages you to check in on your mental and physical wellness. This brand stands for restoring balance between mind and body, technology and humanity. Enjoy more meaningful lives because the time is NOW.  

Super Patch offers drug-free, fast-acting, easy-to-use and on-the-go solutions to help manage pain in a simple and safe way. Their research, science, and application of vibrotactile technology turns this from a boring old patch into a Super Patch. Once the Super Patch is in contact with skin, it triggers a response in the brain's neural networks that helps you tackle your daily problems head-on, helping to improve sleep, reduce pain and more. Their products are also dermatologically tested and approved as well as gluten-free, paraben-free, latex-free, hypoallergenic, and non-GMO.  

Getting good sleep is one of the most important things we can do to increase our overall wellness. Bad sleep is closely tied to diabetes, depression, anxiety, chronic pain, stroke, obesity, hypertension, heart disease, cancer and Alzheimer’s disease. One out of twp people in the developed world will not get the sleep they need this week, and this massive global sleep deficit results in lost wealth, lost health and lost lives.   

East-West Balance 

One of the biggest trends is renewed commitment to spas as sanctuaries of balance. “We’ve always bridged Eastern and Western medicine, a role that is even more significant with the rise of medispas," said Shaw. "And holistic health, with mind-body well-being, have been our mission long before 'wellness' became a buzzword. But this year, leaders at all types of spas were talking about embracing the balance of offering traditional hospitality while also exploring the possibilities of AI and advanced technology. We’re all looking to deliver the ultimate customer experience.”

Redefining Relaxation: The Rise of Red Light Wellness 

Red light therapy is a cutting-edge approach to rejuvenating mind, body, and spirit by harnessing specific wavelengths of red light. This therapy penetrates deep into the skin, stimulating cellular regeneration and promoting various health benefits, from enhancing skin tone and reducing wrinkles to alleviating muscle pain and boosting mood. 

WellnessJK's Sol Energy Infrared Sauna offers ultimate detoxification and relaxation, while the company's red light infrared LED loungers with the Revive Series is said to promote healing in just one 20-minute session. 

Energy Lounger provides advanced and comfortable full-body light therapy. This revolutionary device layers different therapies, such as red light and infrared light, to rejuvenate skin, aid in muscle recovery, and enhance mental clarity, athletic performance, and joint pain relief. 

Prism Light Pod is a whole-body red light therapy system that supports maximum energy efficiency. Developed by a team of health enthusiasts and professionals, the award-winning Prism Light Pod is a powerful, energy-efficient, and automated full-body red light therapy bed; the company says it speeds recovery up to 10 times faster than the body’s natural process. 

Vibrational Therapy: The Power of High-Speed Vibrations 

Vibrational therapy is gaining traction as a powerful tool for muscle relaxation and pain relief. By using high-speed vibrations, this therapy helps to penetrate deep into trouble spots, providing intense relief and promoting overall well-being. 

Rapid Release Therapy is a high-energy vibration therapy that delivers therapeutic vibration energy for maximum muscle relaxation and relief. Their 5-in-1 treatment head provides the most intense vibration, penetrating deep into trouble spots and targeting large and small areas with either a soft or hard tip. 

Sustainable Yoga and Wellness Accessories 

As sustainability becomes increasingly important, the spa industry is embracing eco-friendly accessories and tools. High-quality, handmade items not only enhance the spa experience, but also support sustainable practices and artisans around the world. 

Hugger Mugger makes high-quality, handmade yoga bolsters, meditation cushions, top-rated yoga mats, yoga props, and more. Founded in the traditions of yoga in 1986, they remain committed to developing products of performance, style, quality, comfort, and sustainability for all practitioners. 

FeelGoodz crafts premium footwear and accessories with natural materials sourced from artisans around the world. Their Zensole collection features premium arch support, yoga mat cushioning, and soft vegan leather, with natural rubber outsoles crafted with recycled rice husks to support rice farming communities in Vietnam. 

Healthy Drinking Water: The Essence of Wellness 

Clean, healthy drinking water is fundamental to overall wellness. Innovative methods to purify and energize water are becoming integral to spa practices, emphasizing the importance of hydration in maintaining health.   

VitaJuwel makes it easy to prepare water hygienically, naturally, and sustainably. Their blends follow crystal healing traditions, restructuring water molecules to promote health and wellness. By drinking VitaJuwel GemWater, you're not only saving money by avoiding bottled water but also contributing to environmental conservation. 

Cleaner Air: The Foundation of a Healthy Environment 

In an era of escalating air pollution, air purifiers are essential for maintaining indoor air quality. These devices filter out pollutants, providing relief for those with allergies or respiratory issues and improving overall well-being.   

Molekule and AeroClean Technologies have joined forces to create Molekule Group, Inc., offering the largest range of proprietary and patented air purification devices. Their technology captures and destroys airborne pollutants and pathogens, ensuring cleaner air in homes, hospitals, schools, businesses, and public transportation. 

Enhancing Wellness with Natural Scents 

Aromatherapy is a powerful tool for enhancing wellness through natural scents. By blending essential oils with the healing properties of crystals, aromatherapy products promote mental and physical health.   

Aluminate Life creates 100% authentic, natural scented candles and oils for aromatherapy. Their products blend the healing benefits of crystals with essential oils to create scents that promote feelings of health and mental wellness. 

As we look to the future, ISPA will continue to lead the way in shaping the evolution of the spa experience, championing the importance of self-care, relaxation, and holistic well-being. Together, we will continue to elevate the industry, inspire wellness, and make a positive impact on individuals and societies around the globe.