How to read salon reviews and spot the fake ones

Quick answer: Genuine salon reviews tend to be specific. They mention the treatment, the professional's name, how the appointment felt and how the results lasted, and they come in at a steady pace over months and years. Possible red flags include a sudden burst of five star reviews, vague wording that could describe any business, several reviews in the same style and reviewers with no other history. Fake reviews are now banned in the UK, the US, the EU and Australia. Use reviews as one part of your decision, and check that the professional is qualified and insured too.

You've found a salon that looks perfect. The photos are beautiful, the prices feel fair and there are dozens of glowing reviews. But a small voice asks: are these real?

It's a fair question. Reviews have become one of the main ways we choose who to trust with our hair, skin, nails and lashes. Most salons earn their reviews honestly, through great work and happy clients. Knowing how to read reviews well simply helps you find the professional who is right for you.

Here is how to read salon reviews with confidence, what the law now says about fake ones, and what else to check before you book.

How much do people trust reviews?

We still read reviews, but we're reading them more carefully. The BrightLocal Local Consumer Review Survey 2025, which asked 1,026 adults in the United States, found that 42% trust online reviews as much as personal recommendations. In 2020, the same survey found that figure was 79%.

The survey also found:

• Only 4% say they never read online reviews of local businesses.
• 46% say content that looks AI written would make them suspicious of a review.
• 42% would suspect a review was fake if it looked like it might be paid for or incentivised.
• 24% say they have spotted a fake review in the past year.

Concern about fake reviews is reasonable. When Australia's consumer watchdog, the ACCC, reviewed 137 businesses in 2023, it found 37% had engaged in concerning conduct around online reviews. Beauty products were among the categories with the highest share of potentially fake or misleading reviews. In the UK, Which? research found shoppers are more than twice as likely to choose poor quality products when fake reviews have boosted them.

What genuine salon reviews look like

Real clients write about real appointments, so their reviews usually include details. Look for reviews that:

• Name the treatment, such as a balayage, a lash lift or a builder gel manicure
• Mention the professional by name
• Describe the experience, from the welcome to the consultation and aftercare advice
• Talk about results over time, such as "my nails lasted three weeks" or "my skin still feels calm"
• Include their own photos taken in natural light
• Arrive steadily over months and years, rather than all at once
• Come from reviewers who have also reviewed other local businesses

Genuine reviews also vary. Some are long, some are a single happy line, and a few might mention a small hiccup. That mix is exactly what real life looks like.

Red flags worth a second look

One of these on its own doesn't prove a review is fake. But if you spot several together, it is worth digging a little deeper.

• A sudden burst of five star reviews in a short space of time, especially for a new business
• Vague, generic wording like "great service, highly recommend" with no detail about the treatment
• Several reviews that sound alike, with the same phrases, structure or unusual spellings
• Reviewers with no history, no profile photo, or lots of reviews posted on the same day
• Polished, overly formal language that reads more like an advert than a client
• Product names and keywords repeated more than a real person would
• Reviews that don't match the business, such as mentioning a treatment the salon doesn't offer

The ACCC highlights similar warning signs, including bursts of very positive reviews, many reviews from one reviewer and generic wording.

Making sense of star ratings

It is natural to be drawn to a perfect 5.0, but a rating tells only part of the story. A salon with a 4.7 average from hundreds of detailed reviews built up over several years can tell you far more than a perfect score from a handful.

A few tips for reading the stars:

• Look at the number of reviews and the dates as well as the average.
• Read the middle ratings. Three and four star reviews are often the most balanced and useful.
• Read how the salon replies. A calm, kind reply that offers to put things right shows a business that cares about its clients.
• Look for themes rather than one off comments. If several people praise the consultation or the cleanliness, that is a great sign.
• Remember that everyone's taste is different. One person's "too natural" is another person's dream brows.

What the law says about fake reviews

Around the world, governments are giving clients more protection.

United Kingdom: Under the Digital Markets, Competition and Consumers Act, fake reviews have been banned since 6 April 2025. Businesses must not write, commission or pay for fake reviews, or hide that a review was incentivised. Guidance from the Competition and Markets Authority also says genuine negative reviews must not be suppressed, and positive reviews must not be cherry picked in a misleading way. The CMA can fine businesses up to 10% of their global turnover.

United States: In August 2024 the Federal Trade Commission announced a rule banning fake reviews and testimonials. It covers fake reviews, including AI generated reviews from people who don't exist, paying for reviews that must be positive or negative, undisclosed reviews from staff or insiders, and using threats to remove negative reviews.

European Union: Since 28 May 2022, EU consumer law has prohibited selling, buying and submitting fake consumer reviews. Before the rules began, an EU wide check of 223 major websites found that for 144 of them, authorities could not confirm that enough was being done to make sure reviews came from real customers.

Australia: Under the Australian Consumer Law, the ACCC says creating fake reviews, removing genuine negative reviews to inflate ratings and failing to disclose incentivised reviews can all mislead consumers.

Rules are similar in many other countries, and your local consumer protection body will have advice if you think you've spotted fake reviews.

Beyond reviews: what else to check

Reviews tell you how other people felt. They can't tell you whether a professional is trained in the treatment you want or covered if something goes wrong. Before you book, it is worth checking:

• Qualifications in the specific treatment you're booking
• Insurance that covers that treatment
• Any local licence or registration required where you live
• A consultation and, where needed, a patch test before your first treatment
• Clear information on prices, aftercare and the cancellation policy
• A clean, welcoming space where your questions are answered happily

Our guide to finding the right beauty professional goes into more detail on what to look for.

FAQs

How can you tell if salon reviews are fake?

Look for patterns. A burst of five star reviews in a short time, vague wording, similar phrases across several reviews and reviewers with no other history can all suggest something isn't right. Genuine reviews usually mention specific treatments, people and results.

Are fake reviews illegal?

In many countries, yes. Fake reviews are banned in the UK under the Digital Markets, Competition and Consumers Act from 6 April 2025, in the US under a Federal Trade Commission rule, and in the EU under consumer law. Australia's consumer law also treats fake reviews as misleading.

Is a 5 star rating better than a 4.7?

Not necessarily. A slightly lower average built from many detailed reviews over time can be more reliable than a perfect score from just a few. Read the reviews themselves as well as the stars.

Can AI write fake reviews?

Yes, and many people are wary of it. In the BrightLocal 2025 survey, 46% said AI written content would make them suspicious of a review. In the US, the FTC rule specifically covers AI generated reviews from people who don't exist.

What should I check besides reviews?

Check that the professional is qualified in your treatment, fully insured, and offers a consultation and patch test where needed. A verified profile can save you time.

Book with confidence

Reviews are a helpful starting point, and pairing them with a few simple checks means you can book knowing you're in good hands.

Every verified profile on The Hair and Beauty Directory has had its qualifications and insurance checked for you. Find a verified professional near you, and explore our treatment guides to know what to expect before you book.