The vanity economy is taking over America's downtowns

QQ Nails opened its first salon in New York City twenty years ago. By 2020, QQ had grown to roughly 20 locations.

It's nearly doubled in size since the pandemic. Thirty-eight QQ salons now dot the city's streets, with plans for dozens more. In one six block radius in Manhattan, there are four.

"People are more willing to spend on self-care, self-expressiveness and these types of larger services," CEO Tian Jiang said.

Welcome to the "vanity economy."...