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Europe and and the UK

The most glamorous cities

catrice most glamorous cities portrait

From London’s iconic fashion scene to the popular wellness industry in Zurich, there are so many European cities that exude glamour.

But which city stands out as the most glamorous? Well, glamour is defined by a blend of style, beauty, and elegance—key elements of this include personal aesthetics, self-care, looking your best, and feeling confident in your own skin. With this in mind, which city shines the brightest as the epitome of glamour across Europe and the UK?

To find out, we analysed the number of shopping locations, spas, beauty salons and businesses, the online interest for yoga and pilates nearby, the frequency of fashion and beauty events as well as the volume of Instagram hashtags related to style for each city.

The most glamorous cities in Europe

Rank City Country No. of beauty salons* No. of spas* Yoga and pilates annual search volume* No. of shopping locations* No. of beauty & fashion events No. of Instagram hashtags
1 London United Kingdom 4.559 857 484.000 2.088 4.200 5.014.000
2 Zurich Switzerland 549 160 13.200 158 280 45.834
3 Paris France 1.863 985 42.480 2.022 1.124 2.565.500
4 Venice Italy 33 18 1.560 536 46 26.946
5 Amsterdam Netherlands 763 177 39.480 866 1.336 95.092
6 Barcelona Spain 677 608 45.360 775 1.157 183.959
7 . Lisbon Portugal 106 191 24.240 556 264 16.706
8 Edinburgh United Kingdom 222 117 16.320 328 186 33.423
9 Dublin Ireland 262 95 61.800 246 228 95.793
10 Milan Italy 1.044 211 17.400 839 260 321.701

*Please note that the data reflects the actual number of establishments in each city and the total average annual search volume. However, the ranking is based on the number of establishments and search volume per 100,000 people. This is to ensure a fair comparison across cities with different population sizes.

catrice most glamorous cities portrait london

1. London

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.

catrice most glamorous cities portrait zurich

2. Zurich

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.

catrice most glamorous cities portrait paris

3. Paris

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.

The most glamorous cities in the UK

We also looked exclusively at the most populated cities in the UK to see which location is the most glamorous of them all.

Rank City No. of active beauty companies* No. of spas* Yoga and pilates annual search volume* No. of shopping locations* No. of beauty & fashion events No. of Instagram hashtags
1 London 14,433 857 484,800 2,088 4,200 5,014,000
2 Manchester 1,816 1,816 17,040 179 364 153,934
3 Edinburgh 538 538 16,320 328 186 33,423
4 Glasgow 1,435 1,435 16,080 205 237 83,033
5 Leeds 789 752 11,280 134 167 38,918
6 Bristol 752 40 23,280 122 86 51,495
7 Birmingham 1,478 1,478 25,920 151 466 78,000
8 Cardiff 650 650 4,080 85 53 10,982
9 Liverpool 1,083 1,083 11,640 137 129 128,929
10 Reading 273 273 4,560 30 10 n/a**

*Please note that the data in this table reflects the actual number of establishments in each city and the total average annual search volume. However, the ranking is based on the number of establishments and search volume per 100,000 people. This is to ensure a fair comparison across cities with different population sizes. 

**Data not available.

catrice most glamorous cities portrait london

1. London 

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.

catrice most glamarous cities portrait manchester

2. Manchester

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.

catrice most glamorous cities portrait edinburgh

3. Edinburgh

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.

The most fashionable cities in Europe and the UK, according to Instagram

Fashion and style are integral to glamour, with the right choices transforming a simple outfit into a polished, 

eye-catching look. To better understand the buzz around different cities' fashion scenes, we took a closer look at Instagram to gauge the social media hype surrounding their unique style.

Europe trendiest Cities Germany trendiest Cities
Rank City Instagram hashtags Rank City Instagram hashtags
1 London 5.014.000 1 Berlin 869.217
2 Paris 2.565.500 2 Hamburg 91.723
3 Berlin 869.217 3 Munich 78.564
4 Milan 321.701 4 Frankfurt / Main 35.877
5 Barcelona 183.959 5 Dusseldorf 18.714
6 Istanbul 144.683 6 Hanover 15.956
7 . Copenhagen 95.801 7 . Stuttgart 10.268
8 Dublin 95.793 8 Cologne 8.630
9 Amsterdam 95.092 9 Leipzig 4.355
10 Vienna 93.434 10 Bremen 4.158

London dominates Instagram with over five million hashtags including ‘aesthetic’, ‘fashion’ and ‘style’, making it Instagram’s most fashionable city in both Europe and the UK. From luxury shopping on Bond Street to trendy boutiques in Soho and vintage finds in Brick Lane, it caters to all styles and has a huge influence on the rest of the world.

Looking at Europe as a whole, Paris takes second place. It’s no surprise, considering Paris is the fashion capital of the world. The city is home to world-famous fashion houses, and places like le Marais and Saint-Germain-des-Prés are hotspots for boutique shopping. And similar to London, Paris has a significant impact on global aesthetics, fashion, and beauty.

When looking at just UK cities, Manchester takes second place after the capital city, with 153,934 hashtags. Manchester’s Northern Quarter is packed with vintage stores, independent fashion labels, and street art-covered cafés, making it an aesthetic hotspot—and the perfect backdrop for Instagram-worthy snaps. Liverpool follows in third with 128,929 hashtags, with its growing number of stylish boutiques.

catrice most glamorous cities portrait methodology

Methodology

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