You’ve probably experienced this scenario more times than you can count: a client comes in, pulls out their phone, and shows you a product or treatment they just saw on TikTok or Instagram. Social media has become a powerful space for sharing beauty advice, but it’s also created a culture of misinformation, and scary skincare trends.
In moments like this, it’s natural to want to compare. You might feel like you need to explain why the cleanser you retail is more effective than the one they’re seeing online, or why the facial they’re asking about doesn’t hold up to what you offer in your treatment room. But here’s the truth: comparison isn’t the most powerful tool we have as estheticians. What really matters is education. Clients don’t just come to us for products — they come for perspective, expertise, and a relationship that can’t be replaced by a video on their feed.
It's important to remember they’re investing in your knowledge of skin. You know their history. You’ve seen how their skin responds to stress, seasonal changes, hormones, or lifestyle habits. You’ve tracked their progress over time and adjusted protocols when needed. That’s the difference.
And now, with social media and the rise of AI, the online beauty space is shifting in new ways. We’re bombarded with influencers every time we log into social media, and even worse we're starting to see AI-generated influencers — digital people who don’t even exist — promoting products as if they’re real. These influencers can look just like any other creator, making it nearly impossible for clients to tell who’s real and who isn’t.
Unlike estheticians, whose reputation and livelihood rest on visible results their clients can see and feel, influencers aren’t held accountable for what happens once someone buys. There’s no guarantee — and no accountability — for the claims they make or the products they push.
This is why the conversation with clients is so important. Instead of trying to prove that your products are better, shift the focus to education. Reassure them that their curiosity is welcome — it’s good to ask questions and stay informed — but remind them that your role is to help filter through the noise. You can save them from wasting money on products that won’t serve them, or worse, cause harm to their skin.
This approach reframes you not as a competitor to social media, but as a trusted guide. You’re not here to shut down their curiosity or dismiss what they’ve seen online. You’re here to provide context, education, and a roadmap for what will actually work for them. By leaning into education instead of comparison, you strengthen your role as the professional voice in a very noisy space.
At the end of the day, social media trends will continue to come and go. One week it’s a DIY mask, the next week it’s an at-home device, and soon it will be another “miracle” serum with thousands of rave reviews. But what doesn’t change is the value of professional skincare. Clients may be drawn to the flash of online marketing, but they stay loyal to the esthetician who takes the time to know them, guide them, and care for them as individuals.
That’s the real difference — and no influencer, AI-generated or otherwise, can compete with that.
