The Economics of Beauty
Beauty Services at Home
How platforms like Urban Company brought salon services to homes, what this means for beauticians' earnings and independence, and debates about platform work.
Home beauty services have grown rapidly in Indian cities.
Urban Company
- Founded in 2014 as UrbanClap.
- Connects customers with beauticians, cleaners, plumbers and electricians.
- Beauty services are among its largest categories.
- Listed on the stock market in 2025.
Benefits for customers
- Convenience: no travel or waiting.
- Standardised quality and pricing.
- Reviews and ratings.
Benefits for workers
- Access to more customers.
- Training and branded products.
- Some earn more than in salons.
Concerns
- Commissions taken by platforms.
- Rating pressure and penalties.
- Protests by workers in 2021 over commissions and rules.
- Safety for women working in customers’ homes.
Social security
India’s Code on Social Security, 2020 includes gig and platform workers, and states like Rajasthan and Karnataka passed laws for platform worker welfare.
The beautician's switch
A beautician leaves a salon job to work through an app. She earns more per month but pays commissions and worries about low ratings affecting her work.
Thinking platforms simply connect people
They set prices, rules and commissions that shape workers' earnings.
Key takeaways
- Home beauty services grew through platforms like Urban Company.
- Customers gain convenience and standard pricing.
- Workers gain customers but face commissions and ratings.
- Social security codes cover platform workers.
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