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Abstract This article discusses the basic principles of a quality management system, quality standards in service organizations, the purpose of which is to continuously improve the company's activities and increase their competitiveness. The article focuses on the problem of attracting new customers in the salons. One of the basic principles of the management system is customer orientation, customer capital. The paramount importance is the provision of high-quality cosmetic services with high-quality products using the algorithm "Personalization of the offer for new clients based on the digital technology".