The Most Glamorous Cities

London rightfully takes the top spot as the most glamorous city in Europe. The UK capital is home to an impressive 857 spas and 4,559 beauty salons, reinforcing its global status as a hub of luxury and refinement. With over 480,000 searches annually for yoga or pilates studios near them, it's clear that wellness is also a key part of a Londoner’s lifestyle. 

London’s reputation as a worldwide fashion capital is also solidified by over 2,000 shopping locations and 4,200 beauty and fashion events, drawing in influencers and style gurus from all over. This includes the eagerly anticipated London Fashion Week, showcasing British designers amongst the world of fashion. However, it’s on social media where London’s glamorous appeal truly shines, with over five million posts celebrating the city’s striking style and cosmopolitan fashion scene.

Zurich secures its place as Europe’s second most glamorous city. Known for its discerning taste and exclusivity, the Swiss city boasts 158 shopping locations, an impressive number for its population of over 340,000. Easy access to high-end fashion adds to the city’s glamorous feel, making it a place where style and elegance come together. Take Bahnhofstrasse, for instance. The street is well-known for being one of the most expensive shopping avenues in the world, lined with luxury boutiques and haute couture brands.

The people of Zurich indulge in their need for zen, with 13,200 searches for yoga and pilates studios each year. Zurich’s 549 beauty salons and 160 spas cater to a clientele that values both wellness and indulgence. Locals and visitors can choose from a range of niche spa experiences, like relaxing herb gardens and thermal baths. The city also hosts 280 prestigious beauty and fashion events, such as Mode Suisse, which champions Swiss designers, and the Zurich Film Festival, where red-carpet glamour meets high fashion.

Often regarded as the epitome of style and glamour, Paris takes third place. Known worldwide for its fashion-forward culture, the French capital embodies elegance, refinement, and trendsetting fashion.

With 985 spas and over 1,800 beauty salons, Paris offers endless opportunities for relaxation and self-care. Beyond wellness, the city is a global fashion powerhouse, hosting 1,124 events yearly—from Paris Fashion Week to exclusive brand launches—attracting designers, influencers, and style icons from around the world.

When it comes to shopping, Paris is nothing short of a dream destination, with over 2,000 locations spread across the city. Whether it’s haute couture and chic boutiques on Avenue Montaigne or luxury brand flagships on Rue Saint-Honoré, Paris caters to every taste and preference—ensuring that Parisians are always at the forefront of glamour and style.

Some cities don’t fare so well, however. Cities like Istanbul and Stockholm, which rank as the bottom two most glamorous cities in Europe, have a much lower concentration of shopping locations, beauty salons, and spas in relation to their number of inhabitants.

However, residents can still practise glamour and explore beauty trends by buying products themselves, whether it’s the newest mascara, new products for the perfect skincare routine, or learning how to best apply blush.

As London ranks top in Europe, it’s no surprise that the capital city is also the most glamorous in the UK. The city’s beauty industry is booming, with over 14,000 active beauty companies thriving. No Londoner is ever far from a skincare, cosmetic, or self-care professional. These figures cement London’s status as a vibrant hub for well-being, glamour, and a beauty-focused culture.

Whether you’re after a killer outfit, a spa day, or a fresh new look, Manchester has got you covered. The northern city ranks first for the number of beauty companies per capita, with 459 for every 100,000 people, meaning locals are never far from a fabulous blowout, perfect nails, or a rejuvenating skincare treatment. Nothing says glamour like practising self-care regularly.

The city offers a perfect blend of urban edge and wellness, with 65 spas to explore, from luxurious spots like The Lowry Spa to grand hotels with spa facilities.

Manchester’s 179 shopping locations, from designer boutiques in Spinningfields to independent labels in the Northern Quarter, showcase a distinctive mix of high fashion and effortless, contemporary style.

Edinburgh proves it's a serious contender in the world of fashion, beauty, and wellness, and ranks as the UK’s third most glamorous city. The Scottish capital offers a luxurious experience for those who enjoy pampering, with 538 active beauty companies, ensuring you’re never far from your next nail technician or makeup artist.

When it comes to fashion, Edinburgh boasts 328 shopping locations, from unique boutiques on the Royal Mile to high-end stores in St. Andrew Square. The city’s style influence is amplified by 186 beauty and fashion events, including everything from fashion showcases to beauty pop-ups and skincare workshops. Edinburgh’s glam appeal is also evident on social media, with 33,423 Instagram hashtags celebrating its chic, cosmopolitan vibe.

To find out which European and UK cities are the best for a sophisticated lifestyle, we gathered a seed list of 30 European cities and 20 UK cities, then ranked each list by the following metrics:

• Number of beauty salons (EU index) - Treatwell’s website of each country in the seed list was used. toprated.online was used for the countries where data wasn’t unavailable.

• Number of active beauty companies (UK index) - UK government website.

• Number of spas - online review platform.

• Annual pilates and yoga search volume - Google Keyword Planner.

  • We analysed the annual search volume for the following phrases: "pilates near me", "pilates studio near me", "yoga near me", "yoga studio near me".

• Number of shopping locations - online review platform.

• Number of fashion and beauty events - 10Times.com.

• Number of Instagram posts with the hashtag #[location] aesthetic, #[location] style and #[location]fashion