The beauty business is booming in Northampton.
Since 2010 the number of hairdressers, barbers and nail bars has risen from 100 to 150.
Retail specialists say the trend is likely to continue as consumers seek to treat themselves to an experience rather than buy an item on the high street.
Many familiar high street names have disappeared. Toys “R” Us, Maplins and Poundworld have shut, while big brands such as House of Fraser, Mothercare and New Look are closing stores.
Across the UK the number of beauty treatment salons has rocketed from nearly 27,000 in 2010 to 43,000 in 2017, according to a register of UK businesses produced by the Office for National Statistics.