No one starts a business with a manual in hand, or if they do, I've never seen one. We learn as we go — sometimes gracefully, sometimes through moments we'd never want to repeat. Over the years, I’ve made my share of mistakes. Some were painful, some expensive, all incredibly valuable.
If sharing them helps even one esthetician avoid the same growing pains, then it’s worth putting them into words.
Here are the ten biggest business mistakes I’ve made… and what they taught me.
1. Watching My Competition Instead of Strengthening My Brand
In the beginning, I watched what everyone else was doing. Their prices, branding, product lines, marketing.
Here's what I've learned over the years: The more you watch your competitors, the more you become like them — and that dilutes what makes you unique.
A strong business is built on a strong brand, and that energy should go inward, not outward. Once I stopped looking around and focused on strengthening my voice, my values, and the experience only I could provide, everything shifted.
2. Taking Things Too Personally
Clients don’t always have an esthetician mindset — or an entrepreneurial one.
When someone was late, canceled last minute, or ghosted completely, I used to internalize it.
But clients often don’t understand how those actions impact us, our schedule, or our income. It’s not malicious… it’s a different perspective.
Once I stopped taking it personally, I was able to create clearer policies, communicate better, and protect my peace.
3. Not Building a Strong Financial Foundation or Tracking KPIs
I used to avoid numbers because I didn’t know where to start.
But the reality is simple:
If you don’t know what’s working, what isn’t, what’s profitable, or what’s draining you… you can’t grow.
KPIs matter. Tracking matters. Clear financial foundations matter.
The moment I treated my business like a business, I became more confident in what to keep, what to let go of, and what to double down on.
4. Operating Out of Fear Instead of Facts
Fear clouds everything.
It kept me from taking risks. It convinced me I wasn’t ready, and it told me I might fail.
But business requires risk. It requires trying, experimenting, adjusting, and trying again.
When I slowed down, looked at the actual data, tapped into strategy instead of anxiety, and made decisions based on reality — not emotion — everything became clearer.
5. Hiring Too Quickly Because I Was Desperate for Help
At one point, I hired out of desperation. I needed help yesterday — but I didn’t have SOPs in place, clear expectations, or a vetting process.
As a result, it became harder, not easier.
I had to chase people down, check their work constantly, and step into uncomfortable confrontation when things didn’t work out. If I’d had systems in place first, I could’ve prevented a lot of stress and time wasted.
6. Jumping Into Brand Partnerships Too Quickly
There were times I entered partnerships because I wanted growth so badly. I wanted collaboration, exposure, and ultimately momentum.
But several of those partnerships ended up hurting more than helping.
I didn’t vet the companies to ensure they valued their customers the way we do.
And the truth is the brands and businesses you attach yourself to reflect your morals, your voice, and your care.
Partnerships should be aligned — not rushed.
7. Business Partnerships… I’d Never Do It Again
This one is personal, and probably one of the biggest lessons of my career.
While I grew professionally and personally through it, I’ve learned that most business partnerships don’t work out. I’ve seen so many estheticians and beauty professionals get burned.
Partnerships can complicate your vision, your financials, your decision-making, and your emotional health.
Focus on your own genius. Trust your own timeline. Success doesn’t need to happen overnight.
8. Not Defining My Ideal Client Early Enough
In the beginning, I tried to be everything to everyone. Every skin type, every concern, every personality, every budget.
It led to burnout, longer hours for less money, and to misaligned clients who weren’t meant for me.
Once I finally defined my ideal client, I raised my prices, reworked my marketing, and everything clicked. That clarity is what took my business to the next level.
9. Not Keeping Boundaries — Especially With Messages and DMs
I used to answer emails, texts, and DMs at all hours because I wanted to be helpful… but I ended up being available 24/7.
No other industry operates that way. I didn’t realize that boundaries aren’t rude — they’re healthy. They protect your energy, your creativity, your time, and your longevity in this profession.
10. Not Delegating — or Delegating to the Wrong People
I’m a self-admitted control freak. Delegating was hard for me because I thought no one could do things exactly the way I would.
And at first, I delegated to the wrong people — people who needed constant check-ins and hand-holding, which defeated the purpose.
But when I finally found people who were smarter than me in their areas, everything changed. That’s when I learned the real meaning of delegation: you don’t need to be the best at everything — you need to build a team of people who are.
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Ultimately, every mistake I made helped shape me into the business owner I am today. I wouldn’t undo any of them — but I do hope that sharing what I’ve learned can serve as a stepping stone for another esthetician on their own journey.
