The Quarterly, Spring 2026

As the warmer months arrive, we all feel those subtle shifts in nature that impact the world around us as well as the mood within us. Spring brings an air of inspiration. We know it’s time for a refresh.

Right now, that refresh feels deeply rooted in a desire to return to self. “I’m finding most guests are wanting to be an enhanced version of their natural color,” Poppy from JUUT Edina observed.

There is something telling in that. Even when a guest is ready for change, it’s not about becoming someone else. It’s about refining who they are naturally. “Sometimes that can feel like a bold change,” she added, “but it leads to simplicity.”

We love the sentiment of being boldly yourself.

Rieonne from the New Artist Salon in Minneapolis described it as a feeling of “restoration” – something we seem to be collectively craving. “It’s about change and community,” she said. “People are needing to feel refreshed and ready to take on spring.”

With the start of spring, there is a quiet sense of renewal. We’re seeing that reflected in everything from hair color to skincare and to even the smallest details of self-care.

Guests are reaching for light again.

“Lighter and brighter to drown out the winter blues and welcome in spring,” Libby from JUUT Wayzata shared. But even that brightness is softened. There’s a noticeable move toward dimension that feels natural, lived-in, and easy to maintain. “Soft, natural highlights. Shine is big right now,” Tara, also from JUUT Wayzata added. “Even if someone isn’t looking for a big change, a gloss can bring everything back to life.”

But what stands out most isn’t just what guests are asking for—it’s why.

There is a deeper need underneath it all.

And perhaps that’s why the smallest moments inside a service are becoming the most impactful.

The pressure point experience — something every hair guest receives — has taken on a new kind of meaning. “It’s amazing how just 30 seconds to a minute can ground and calm people more than you would think,” Anna from JUUT Wayzata reflected.

When reflecting on the pressure point experience, Libby added, “We’re constantly on the go — work, kids, everything. People don’t realize how tight they are, how much they’re holding. Even a few minutes to breathe can reset their entire system.”

That perspective changes everything.

Because what happens in the chair is never just about hair or skin. It’s about the space we hold.

When analyzing the trends we are seeing for haircuts, there is a common thread of the return to texture. To movement. To effortlessness that still feels elevated. “Soft texture bobs,” Alice from JUUT Roseville shared. “They look great on everyone; they just need to be customized.”

Marisa in the New Artist Salon in Minneapolis is seeing guests ready for a more noticeable shift. “I’m noticing people cutting their hair off this early spring… Shorter bobs, bixies. There’s something freeing about it.”

Our artists take joy in creating contrast – helping someone step slightly outside of themselves in a way that still feels true. We believe that balance — between comfort and expression — is what defines this season.

Which makes the idea of a “refresh” feel less like a trend and more like a personal practice.

Spring does not ask us to become someone new.

It simply invites us back.

To softness. To care. To connection. To ourselves.

And we are so grateful to be part of that return, with you.