Fresha, the world’s largest beauty and wellness booking platform, has launched one of its boldest UK campaigns – a full London bus takeover urging time-pressed Londoners to put self-care back on the agenda.
For the next two weeks, more than 300 Routemasters will be ‘Fresharised’ across the capital, running on some of the city’s busiest routes from Shoreditch and Camden to Oxford Circus, Angel, Hackney, King’s Cross and the West End.
Stamped with the line ‘Selfcare just got Fresha’, the campaign targets commuters, party-hoppers, Christmas shoppers and tourists at precisely the moment they’re most likely to need a salon rescue or last-minute spa fix.
Perfect timing for a city at full tilt
The rollout coincides with one of the highest footfall periods of the year. November to December brings a 35% uplift in weekend visitors to central London, while Tube and bus usage spikes as festive shopping and office party season peaks.
Meanwhile, searches for ‘same-day beauty appointment’ and ‘last-minute hair appointments’ reliably surge each winter, and Google reports 1.5 million searches for ‘selfcare’ last month alone – up 13% year on year.
Fresha’s campaign lands squarely in these high-pressure micro-moments: stuck in traffic, sprinting between events, or racing to get party ready.
A TikTok-ready backdrop for London’s commute
With TikTok’s #LondonCommute trend topping 2.1 billion views, Fresha expects the fleet of black-and-pink buses to appear organically across social feeds as Londoners film their daily routes through iconic streets.
James Hayward-Browne, Head of Brand & Content Marketing at Fresha, said:
“Our goal was simple: to meet people where they are. December in London is busy and can feel overwhelming with office parties, Christmas prep, winter skin and hair flare-ups and everything in between. These buses are a reminder that self-care can happen at any time, not just once the new year begins. Whether someone needs a quick reset during their lunch break, a blow-dry before an event, or a pre-flight manicure before heading home for the holidays, Fresha makes it easy to prioritise yourself whenever you need it.”
Where the buses are running
The takeover covers key high-traffic routes including the 253, 38, 73, 19 and 254 – lines that cut through some of London’s most beauty-savvy neighbourhoods such as the West End, Angel, Hackney, Dalston, Victoria, Soho and Camden.
A timely boost for local beauty businesses
With more than 140,000 beauty and wellness partners worldwide, Fresha’s winter campaign is designed to drive bookings for salons and freelancers during one of the most lucrative – and demanding – months of the year, turning London’s festive rush into a moment of opportunity.
