Three years ago, I wrote about the strategies I used to build a nearly fully booked six-figure esthetic practice. I shared what worked for me — networking, treating clients like gold, trading tips for reviews, niching down — all the things that helped me go from three clients and a $450/month storefront to a thriving business.
A lot has happened since then.
I've sold my spa. I've gone full-time into By Kin, bringing Korean skincare to estheticians across the country. I've watched the industry shift in ways I didn't anticipate. And I've learned even more about what it actually takes to build something sustainable in this profession.
So I wanted to revisit that post — not to rewrite it, but to update it. To reflect on what still holds true, what's become even more important, and what I'd tell my 2022 self if I could.
If you're just starting out or trying to get new clients, I hope you find this helpful.
So what's changed in three years? The world definitely feels heavier right now. Please tell me I'm not alone in feeling like this. Many are feeling economic uncertainty, facing burnout, and the relentless pressure to keep showing up on social media. TikTok shop has really taken off and influencers are now selling skincare routines that undermine our professional training.
And on top of all this, solo estheticians are tired. Running a business is hard.
We have bills to pay, algorithms to compete with, and don't get me started on comparison culture.
As I look back over the last three years, I've realized this: The fundamentals still matter.
In 2022, I said networking was the key to my success. That hasn't changed. If anything, it's become even more critical.
But here's what I understand now that I didn't fully appreciate then: Networking isn't just about getting new clients. It's about insulating your business when times are tough.
When the economy fluctuates, when your social media reach drops, when things happen outside of your control — your network is what holds you up. The relationships you've built with other small business owners, the referrals that come from genuine connection, the community you've invested in — that's what keeps you steady.
Also, networking works in two directions:
1. Outward with other businesses.
This is the symbiotic relationship I talked about three years ago — connecting with local gyms, florists, boutiques, coffee shops. But now I'd add: Don't just think about who can send you clients. Think about who you can weather storms with. Who shares your values? Who's also committed to their community? Those are the partnerships that last.
2. Inward with your clients.
Your clients aren't just appointments on your schedule. They're people navigating the same chaotic world you are. The more you can create genuine connection with them — not just great service, but real human interaction — the more loyal they'll be when budgets tighten or competitors pop up.
The bottom line is this, in an uncertain world, your network is your safety net. Invest in it like your business depends on it — because it does.
Three years ago, I said to treat every client like gold. This sentiment remains the same, but it means a little something different now. Here's what I'd add in 2026:
People are craving connection more than ever.
Doom scrolling. Isolation. Digital overload. Your clients are coming to you not just for better skin — they're coming for a break from the noise. They want to be seen. They want to feel valued. They want to disconnect from the outside world and reconnect with themselves.
If you can offer that — if you can create a space where they feel cared for, heard, and present — you're not just providing a service. You're giving them something they can't get anywhere else.
This doesn't mean you need to be their therapist or their best friend. It just means showing up, and dedicating that hour (or however long) to that client, and that client alone. Remembering details about their life, asking thoughtful questions, and creating an experience that feels personal, not transactional.
Revisiting Tipping Culture
I also shared my views on tips. I am happy to see that we're starting to see a change in our tipping culture, and I still stand by my "no tipping policy" views for our industry.
In fact, as a momento, I still have my studio sign that says "Gratitude over gratuity — if you enjoyed your service, please consider leaving a Google review."
Your Google presence is how a majority of people find you, and how most will decide if your business is worth visiting based on the experience of others. Not Instagram. Not TikTok. Google.
When someone searches for a spa in your area, your review count and score determine whether you show up. Those reviews build trust before the client ever contacts you. They're social proof that you're legitimate, skilled, and worth their time and money.
The Discount Trap (Still Not Worth It)
I admitted in 2022 that I discounted my services when I first started because I was desperate to be successful. And I paid for it — with difficult clients, boundary violations, and exhaustion.
Three years later, I'd say this even more strongly: Discounting is not the answer to a slow season.
I know it's tempting. Especially when you're seeing other estheticians run promotions, or when you're worried about staying booked, or when the economy feels shaky.
Discounting attracts the wrong clients. And the wrong clients drain you — emotionally, financially, energetically.
Your ideal client doesn't need a discount to see your value. So instead of dropping your prices, double down on your niche. Get clearer on your brand. Strengthen your customer service. Build your network. Those strategies take more effort upfront, but they create long-term stability.
Check out my blog, The Unlearning Series where I talk about how more clients doesn't necessarily mean more money or success.
Retail Still Matters
Back then I said retail should account for 50% of your income. I still believe that.
But here's what I'd emphasize now: Retail is how you serve your clients between appointments.
With TikTok influencers pushing $12 serums and clients getting skincare advice from strangers on the internet, it's easy to feel like you're competing with the entire world.
But you have an advantage. You actually know your client's skin. You've seen it, touched it, treated it. You know what works for them.
When you recommend homecare, you're not being salesy. You're being a professional. You're giving them the tools to maintain their results. You're protecting their investment in the work you've done together.
And honestly, if you're not recommending retail, you're doing them a disservice. Because 80% of their results come from what they do at home — and you're the one who can guide them through that.
If retail feels scary, make sure to read this: Selling More Retail
Niching Down Is Even More Important Now
I've always said niching down allows you to charge more and become more desirable.
Now I'd add: Niching down is key to standing out.
There are more estheticians than ever. More spas. More med spas. More people offering "luxury facials" and "results-driven treatments."
So how do you differentiate yourself?
You get specific. You go deep on one thing instead of trying to do everything. You build a brand that feels intentional, cohesive, and unmistakably yours.
For me, that was ditching lash extensions and waxing, and focusing on Korean skincare. For you, it might be something else — acne specialists, mature skin, facial massage, whatever lights you up.
The point is: When you niche, you're not limiting yourself. You're clarifying who you're for. And that clarity makes everything else easier — your marketing, your pricing, your clientele.
If I could go back and talk to the version of me who wrote that first post, here's what I'd say:
You're right about the fundamentals. Keep doing them.
Networking, customer service, reviews, retail, niching — all of that still matters. Don't second-guess yourself.
But also: It's going to get harder before it gets easier.
The economy will shift. The industry will change. You'll feel pressure you didn't anticipate. And that's okay. You're building something that can weather it.
Your network will save you more than once.
The relationships you're investing in right now — with other business owners, with your clients, with your community — those will carry you through seasons you can't predict. Don't underestimate that.
And lastly: You don't have to keep up with everyone else.
You don't have to post on Instagram every day. You don't have to offer the newest trend. You don't have to grow faster or bigger or louder. Check out Small Giants, a favorite book of mine.
You just have to stay true to what you're building. Show up for your people. Do the work with intention. And trust that slow, steady, and strategic wins.
Building a successful esthetics business in 2026 isn't about doing more. It's about doing the right things — and doing them with intention.
Network like your business depends on it (because it does).
Treat your clients like the humans they are — not just appointments.
Don't discount your worth.
Sell retail as an extension of your care.
Niche down and own what makes you different.
The world is chaotic right now. But that doesn't mean your business has to be. Stay grounded and strategic. And remember, you're not in this alone.
