It’s hard not to notice a trend illuminating the storefronts all over Hoboken: beauty businesses. From injectables and lashes to med spas and hair salons, Hoboken’s burgeoning beauty scene is growing. In the last year alone, Hoboken has welcomed 16 new beauty businesses to the scene, with a range of services that span from haircuts and laser hair removal to body sculpting and injectables. After noticing this trend over the last few years, and particularly the past few months, we made it our mission to assess the actual impact and breadth of beauty businesses in the area. With over 100 beauty businesses in one square mile, is Hoboken the ‘Beauty Capital’ of New Jersey? Here are our findings.
After pages and pages of Google results, our own beauty news coverage, Yelp digging, and a search through the Hoboken Business Alliance Directory, we’ve uncovered over 120 beauty businesses decorating the streets of Hoboken (and if you add Jersey City in, there are WELL over 200!), as of this reporting. This number includes businesses old and new, with numerous spots continuing to open in 2024.
Fun Fact: According to NJROI.com there are 800 storefronts in Hoboken (and yes, we have the most bars and restaurants per capita in the United States). With at least 120 of them being accounted for on this list, that means over 15% of Hoboken businesses are beauty-related.
Read More: Chanel No. 5: Hoboken’s Connection to This Iconic Fragrance
Why Hoboken, + Why Now?
From the rise of social media to a boom of a pandemic-induced focus on self-care, we’ve seen endless celebrities and influencers echoing beauty hacks and launching new skincare lines as consumers are bombarded with trends. On top of obvious media consumption, it’s hard to ignore the stand-out rise in beauty-related businesses popping up all over town.
But when we zoom out, it’s clear that a key factor may just be due to Hoboken’s demographics. Aside from being New York City-adjacent, there are a few stand-out elements that project the title of “beauty capital” right at Hoboken. According to the US Census 2022 report, the median age of Hoboken residents is 32 years old (aka Millennials), which is the prime age of top consumers of the beauty industry. Back in 2017, Hoboken was even dubbed the “Millennial Capital of New Jersey” after researchers at NJfuture.org unveiled that the population was comprised of over 45% millennial residents.
Today in 2024, with a population of nearly 58,800 people, with a median income of $168,137 according to the U.S. Census Bureau, it’s no coincidence that Hoboken is becoming an ideal place for beauty businesses to plant roots.
“As Hoboken became more popular… people saw the opportunities.” Ashley Branda, owner of Two 01 Hair, a popular Hoboken salon on 8th and Grand, shared with The Hoboken Girl. She was born and raised in Hoboken and notes that the beauty scene’s notoriety is spreading, especially in the last 30 years, from just a handful of locally known spots to dozens of salons and independent stylists to choose from. People even travel from all over to get services in Hoboken. “Residents have different desires and want to keep up with the New York City and LA vibes,” she said.
Hoboken’s beauty business beat has become so successful, that it’s given business owners the chance to expand their businesses within and beyond town. Ashley, who has worked in the Hoboken hair scene her whole adult life, recently announced that she’s opening a second location in Chatham, New Jersey.
“Some of the best salons in Hoboken are opening multiple locations to keep up with the demand for both men and women,” Ashley shared with The Hoboken Girl. “I admire the drive to keep up with it all. We have become a recognized community of talent and we should all be so PROUD of what we have become.”
Local salons such as BOND, Salon Gatto, and Up + Out are also on the list of multi-location salons in Hoboken. Similarly, Salon Gatto first opened 10 years ago by its local owner, Christine Gatto. The plan, according to Christine, was to create a luxury salon in a convenient location across from the Hoboken Path “so people do not have to go into the city to get quality service and experience with top artists.” And she succeeded — three times over. “Hoboken is a place where people value small businesses, and it’s a city that our employees love to come to work,” Christine shared with The Hoboken Girl. “With the support of the incredible community and its high demand, Gatto has since expanded into 3 locations in Hoboken.” The third location will be both a salon and event space.
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And this isn’t just a growth focused on women’s beauty needs, either. Med spas have seen a huge uptick in men’s services including facials, injectables, laser hair removal, and skin resurfacing. “It’s incredible to see the demand in men’s services at our spas — especially in Hoboken and Jersey City,” Emily Fernandez, co-owner of Evolve Med Spa, noted.
It’s clear that the success of Hoboken beauty is not only providing sought-after services accessible to all genders, but also education, growth, connection, and learning opportunities for beauty professionals. Michael Enzo Trivett, owner of BOND in Hoboken, also started with one Hoboken location and has since expanded to two in town, as well as an academy and agency, where his team educates professionals. “BOND Agency delivers personalized beauty and styling services at various locations, tailored to our clients’ preferences,” shared Michael. “For beauty professionals, BOND Academy offers advanced hair training, empowering stylists and elevating the experiences of their clients.”
In the med spa world, business owners have also seen Hoboken as a place to launch their empires. Lauren Ben-Meier opened Attain Medspa in 2019, when there were just a few medspas in the area. Fast forward to 2024, and her team has also opened locations in Charleston, SC, and Allenhurst NJ, as well as working with major outlets doing models’ facials before events (including Sports Illustrated’s 60th Anniversary Party). Lauren’s experience echoed our findings, telling HG “Being Manhattan adjacent afforded myself both great perspective, trend spotting, and the opportunity to bring top services over the water to our great city. We created the market in Hoboken almost 6 years ago giving the option of top quality here in NJ without the commute. Now many can come to Hoboken and find a number of options for the care that speaks to them.”
Evolve MedSpa is another such beauty business with beginnings in Hoboken. Emily Fernandez opened the first Evolve in Hoboken on Grand Street in 2020 at the peak of COVID-19 — in a spot with less than 500 square feet, one might add. Within a few years, Evolve has expanded to Jersey City and Montclair, a larger location in Hoboken, plus 14 more locations throughout New Jersey, New York, and Maryland (so far).
“All of the Evolve co-founders are Hoboken locals, so we know what a special gem Hoboken is!” Emily shared with The Hoboken Girl. “I genuinely think that our success as a brand is due to us launching our business in Hoboken. The support we received here is unmatched!”
When it comes to the national beauty stage, other already-established beauty chains are choosing Hoboken as a destination to land and nurture part of their beauty expansions. Skin Laundry, Plump, Glowbar, Laser Away, European Wax Center, Sephora, and Blue Mercury are regional and national beauty chains that set their sights on Hoboken and opened in the last few years. Pittsburgh-based Fillir is another multi-state brand opening in the coming months in the Mile Square.
Don’t Believe Us? As Far as the Numbers Go:
There are over 25 free-standing med spa locations in Hoboken. The nationwide rise in popularity of injectables in the last decade is real and the same goes for right here in Hoboken. Med spas fuse the environment of a spa with medical professionals certified to perform non-invasive or minimally invasive beauty treatments, often focused on the skin. Think peels, body contouring, injectables, lasers, and hair removal. With 26 in Hoboken alone, a big stand out has to be Evolve Med Spa which has grown from just one studio to 14 locations along the East Coast. In 2023, HG readers also voted Studio 17 as the best place for injectables and fillers.
Aside from med spas, dentists in the area also provide injectables and fillers alongside standard cosmetic dental procedures. We counted over 11 dental practices that have injection-based services to relieve TMJ, migraines, and other forms of muscle stiffness.
There are 50 hair salons and barber shops in Hoboken.
Some of the most frequently asked questions in the Hoboken Girl Facebook group are recommendations for a trusted hair salon or barbershop. These shops are dedicated to cuts, coloring, and blowouts, with some providing custom shaves and fades, as well as gender-neutral cutting prices for time and length.
There are over 20 nail salons in Hoboken.
Hoboken has always been known for its plethora of nail salons. Nail salons have always been a standalone beauty business in Hoboken since the early 2010s, with multiple salons in business for over a decade in the lineup. Today, we’ve counted over 20 nail salons throughout. In 2023, HG readers voted Modern Nails as the best nail salon in Hoboken — which is no surprise, seeing Kim Kardashian herself once treated herself to a mani-pedi here back in 2012.
There are over 20 waxing and threading, tinting service providers in Hoboken.
Hair removal comes in many forms and while some go the med spa route with lasers, waxing and threading are often more affordable in a quick fix, which usually goes along with other beauty offerings as a business. Hoboken is home to a variety of hair removal services but when it comes to waxing and threading, at least 20 businesses in the area cater to these classic methods. Others may also seek brow tinting for a fuller effect. In 2023, HG readers voted Mystique Beauty 2 as the best eyebrow spot in Hoboken.
There are 12 eyelash service providers in Hoboken.
In Hoboken alone, there are over 10 businesses providing eyelash services, with several only focusing on eyelashes. Lash lifts, extensions, and fills have become another maintenance item to add to the list of beauty trends that have become full-scale businesses. Mimo Lash, and W Lash in Hoboken are dedicated solely to this practice and have been open for almost a decade each. Others provide this aspect, such as Paris Spa, Dreamz, and Salon Caru, while also providing multiple beauty treatments including facials and skincare or hairstyling.
There are 9 spots for spray tans in Hoboken, including mobile service providers.
Mobile or retail spots, spray tans took the area by storm over a decade ago, putting sun tanning beds to shame, and continue to be a popular service (just see our roundup here).
There are over 29 facial and skin care providers in Hoboken.
While skincare trends come and go, facials are a coveted service and Hoboken has no shortage of providers. The Hoboken Girl team counted 29 spots to get facials in the area. In 2023, HG readers voted EC Beauty Studio aka Skin by EC as the best facial in Hoboken, which is a locally-owned skincare studio (and has been voted as such almost consecutively for the last 10 years).
“Hoboken is the ideal place to start a beauty business, thanks to its vibrant and diverse community, its bustling foot traffic, and its proximity to NYC,” Erica Cerpa, owner of Skin by EC, shared with The Hoboken Girl. “Hoboken’s residents have a unique appreciation for high-quality services and are constantly on the lookout for innovative beauty and wellness experiences. Plus, Hoboken’s small-town vibe with a big-city feel makes building a loyal clientele more personal and rewarding.”
As far as other aspects of beauty, there are additional categories that deserve an honorable mention — teeth whitening, retail beauty stores such as Sephora and Blue Mercury, and don’t even get us started on fitness studios: which in some ways, could be considered an off-shoot of beauty, straddling wellness category. To date, there are over 35 fitness studios in the immediate Hoboken neighborhoods, with 12 new spots opening just this year alone.
Given that Hoboken is only a one-square-mile radius, coupled with the sheer ratio of beauty businesses, it’s an impressive feat, no matter how you slice it.
“Hoboken’s unique blend of historic charm and modern vibrancy makes it a premier destination for commercial growth in New Jersey,” Bobby Antonicello Jr., a commercial real estate broker in Hudson County, explained. “It’s no wonder that both big-name brands and new entrepreneurs are drawn to this dynamic market, creating a diverse retail landscape.”
See More: A Guide to Skincare Studios in Montclair + Beyond
Having so many choices within blocks of each other that not only shine and thrive, but complement each other and lead the way in the field is a testament to Hoboken’s special exceptionality. A beauty queen herself, Hoboken continues to shine — and whether it’s hair, nails, a shave, teeth whitening, spray tan, or skincare overhaul, it’s fascinating to watch the beauty industry make itself at home right here in the Mile Square City.
Back to our original query: ‘Is Hoboken becoming the ‘Beauty Capital’ of New Jersey?’
All signs point to yes.
Book Clubs to Join in Hoboken, Jersey City, + Bayonne
Reading is one of those activities that never gets old — no matter where you are, who you’re with, or what’s going on in your life — it’s a constant comfort and a way to escape reality for a few hours. For some, reading is a quiet hobby, filled with solitude, but for others, it’s a way to meet people with similar interests. And if you’re in that second camp, you’re probably looking for book clubs in the Hoboken + Jersey City area — so we've rounded up all of the best book clubs to join locally. Read on for our growing list of book clubs to join in Hoboken, Jersey City, and Bayonne.
Hoboken
Completely Booked Book Club
Run by The Hoboken Girl's very own Jordan, this virtual book club meets monthly and celebrates the diversity of all readers and authors. The author of the book pick joins the conversation live each month. Get more info on her Instagram, @_completelybooked.
Little City Books
Little City Books in Hoboken hosts monthly book club meet-ups open to all. Participants vote on each book and can engage in-person at the store. Attendees can also receive 15% off of the current book selection in-store. Aside from the usual LCB Book Club meetings, there is also a Little City Queer Book Club which highlights reads by queer authors. For more info visit Little City Book's event page.
Read More: A Guide to Bookstores in Hoboken + Jersey City
Lit in Hoboken
Lit in Hoboken is a community organization that connects women through reading. This book club was recommended to us in the Hoboken Girl Insiders Facebook group. For updates on book choices and meeting times follow along with @litinhoboken on Instagram.
Hoboken Public Library
The Hoboken Public Library hosts a variety of themed book clubs that are completely open to the public. Currently, the library hosts a Romance Book Club, Mystery Book Club, Sci-Fi and Fantasy Book Club, "What's New" Book Club, and the Hoboken Public Library Friends and Foundations Book Club. No registration is required to attend and drop-ins are highly encouraged. For more info visit the Hoboken Public Library website.
Symposia Bookstore
Symposia is a Hoboken staple loved by locals. Aside from the expansive collection of used books, the store also hosts a variety of community events. Recently, Symposia announced the start of the Bookworm Baddies Book Club on Instagram which will take place each month. Follow along with @symposiabookstore for more book club updates.
Jersey City
Books, Brunches + Booze
Books, Brunches + Booze is a book club with chapters all over the U.S. and Canada. In New Jersey, readers can participate in the Jersey City, Asbury Park, Morristown, Princeton, and Mahwah chapters. Books, Brunches + Booze is built on the idea that "community creates a space for building new friendships and celebrating old ones over good food, cold brews, and lots of laughs through Meet-Ups held by chapters all over the world." To join visit Books, Brunches + Booze's website.
Fashion on The Beat
Fashion On The Beat is a local blog that shares worldwide narratives and local experiences with a focus on fashion, art, and design. The site recently announced that a fashion-focused book club will be launching soon and is currently accepting members through an online questionnaire. Follow along with @fashiononthebeat for more updates.
Hudson County Ladies Book Club
Hudson County Ladies Book Club is a 300+ member public Facebook group that was spotted on our Hoboken Girl Insiders Facebook group. The Hudson County Ladies Book Club admin releases frequent updates about meet-up spots and book selections. To stay up to date be sure to join the group on Facebook.
Jersey City Book Club Babes
Jersey City Book Club Babes is home to "all the book nerds," according to the group's private Facebook group. This Jersey City-based book club meets once a month and has members vote collectively on new reads. For more info, follow along with Jersey City Book Club Babes on Facebook and Instagram.
Jersey City Public Library
The Jersey City Public Library Pavonia Branch hosts recurring monthly book clubs for those who are 19 years of age and older. The Adult Book Club meets on the fourth Monday of every month and explores a wide variety of literature. For more info, readers can email [email protected] as registration is required.
WORD Bookstores
WORD hosts several monthly community-based events in both the Brooklyn and Jersey City locations. From author talks, to book launches, open mic nights, and story time every Saturday, WORD knows how to bring people together. Word currently hosts four book clubs titled: Multiplicities (virtual), Romance, Well-Read Black Girl (virtual), and Queer Me Out. In addition, WORD also has four partner book clubs in collaboration with Polished Gems, Jersey City Mamas, Jersey City Moms, and Page Turners JC. Participants can receive 10% off when purchasing book club reads through WORD the month prior to the meeting.
See More: This 3-Story Bookstore in Montclair is One of the Largest in the Tri-State Area
Bayonne
Bayonne Public Library
Every month the Bayonne Public Library hosts the Bayonne Book Club. All are welcome and encouraged to attend. The library offers eBook and eAudiobook copies of the monthly reads as well as copies of the physical books. There are 50 seats available for each meeting and participants can register in person or online via the Bayonne Public Library website.
The Little BOHO Bookshop BookClub
The Little BOHO Bookshop hosts a monthly book club of roughly 30 members that has gained great popularity over the years. Members meet in-person on the last Tuesday of every month. Interested readers can email [email protected] to learn more about joining as space is limited.
