Our industry seems to be feeling the pressure. We're noticing a trend in posts about clients canceling appointments, budgets are tightening, and estheticians are left worrying about how to maintain steady revenue. So if you’ve felt this shift, you’re not alone.
Here’s a perspective we'd like to share: the economic uncertainty isn’t a reason to panic—it’s a wake-up call to strengthen your business foundation.
One of the most effective ways to safeguard your esthetics business is by building a community around it.
We've said this time and time again, once you decide to open a solo esthetics businesses you are no longer just an esthetician, you are a business owner. Success in this industry isn’t just about skills, product line, or even your logo—those are only pieces of a much bigger puzzle.
So, let’s talk about why community matters, how to build it, and how it can help you navigate challenges while creating long-term success.
A strong community creates loyalty, retention, and stability—the three things every esthetician needs, especially during economic downturns. When clients feel connected to you and your brand, they are far more likely to prioritize their appointments and retail purchases, even when times are tough.
If your business relies only on people booking services, you’re leaving yourself vulnerable. Your business should feel indispensable to your clients, not just another appointment they can cancel. This is why focusing on relationships, engagement, and multiple revenue streams is the key to long-term success.
Prioritize Your Clients Like VIPs
Every client should feel like more than just a name on your schedule. Personalized touches make a massive difference in retention and word-of-mouth marketing.
Build genuine relationships: Learn about your clients beyond their skin concerns. Ask about their lives, their families, and their favorite hobbies. Make sure to make note of them within their client profiles so you remember.
Follow up: After an appointment, send a thoughtful message asking how their skin is doing post-treatment. This shows care and keeps you top of mind.
Celebrate milestones: A client’s birthday? A personal achievement? Send a small discount, gift, or even just a kind note. Small gestures lead to lasting loyalty.
Build and Leverage an Email List
Social media is great, but you don’t own it. Your email list is one of your most valuable business assets because it allows you to communicate directly with your clients.
Start collecting emails today. Add an opt-in on your website, offer a free skincare guide, or ask clients to sign up for exclusive offers.
Send valuable content, not just sales emails. Share skincare tips, product recommendations, and insights on what’s happening in the beauty industry.
Segment your audience. Send targeted emails based on skin concerns, past purchases, or VIP clients for more personalized engagement.
If you're in our Solo Edit community (under resources) you'll find plenty of copy and paste email templates you can use!
Utilize Smart, Relationship-Driven Marketing
Marketing shouldn’t feel pushy—it should feel like a natural extension of your brand and values.
Email marketing: Beyond promotions, use emails to educate and build trust with clients.
Random texts for special events: A simple “Thinking of you!” can go a long way.
Social media storytelling: Show behind-the-scenes content, share client transformations, and give a face to your brand.
Increase Retail Sales to Create Stability
If bookings slow down, retail sales can help stabilize your revenue. Having an eCommerce platform makes purchasing from you easier and allows clients to maintain their skincare routines even when they can’t come in for treatments.
Always have stock on hand. Clients are more likely to purchase when they can take a product home immediately.
Educate clients on why they need home care. Explain how their results depend on what they use between treatments.
Create marketing around your eCommerce site. Share tutorials, post product recommendations, and offer online-exclusive bundles.
Keep a Bird’s-Eye View of Your Business with KPIs
To truly safeguard your business, you need clarity on what’s working and what isn’t. This means tracking Key Performance Indicators (KPIs) and making data-driven decisions.
Some crucial KPIs for estheticians include:
✔️ Client retention rate – How many clients return?
✔️ Retail-to-service ratio – How much of your revenue comes from product sales?
✔️ Average ticket price – How much does each client typically spend per visit?
✔️ Email engagement rates – Are clients opening and clicking on your emails?
By reviewing your KPIs frequently, you can see where to pivot, what’s thriving, and what needs improvement.
Your business is more than just the treatments you offer. It’s a brand, a relationship-driven experience, and a community.
When you prioritize client relationships, strategic marketing, multiple revenue streams, and clear business metrics, you create a business that can withstand economic fluctuations and continue to grow.
This isn’t about surviving—this is about thriving, no matter the circumstances. The more connected and engaged your community is, the stronger your business will be.
