Peculiarities of personnel motivation in the beauty industry (on the example of beauty salons)

The positive dynamics of market relations development in the service sector in Russia, taking into account the current situation, has been noted. A comparative analysis of the development of the beauty industry in big cities of Russia has showed the promising outlook of new formats and trends. For Volgograd, it is predicted that the main profit will remain in the segment of beauty salons of the classical format, subject to cost optimization. The material and intangible aspects of the motivation systems and stimulation of the staff’s work are indicated.