If I could share just one piece of advice with solo estheticians, it would be this: you have to know your numbers. It’s the only way to grow a business that’s truly profitable and scalable.
Pricing isn’t just about numbers — it’s about confidence, scalability, and alignment with the clients you want to attract. Many estheticians struggle with charging “too much” for fear that clients won’t pay. But here’s the truth: overcharging is relative.
What feels like too much for one client may feel completely fair — even affordable — for another, depending on what they value. The key is learning to set prices that reflect your overhead, the experience you create, and the clients you want to attract.
Here's why overhead matters:
Your prices aren’t just about the hour you spend in treatment. They have to cover all the costs of keeping your business alive, including paying yourself. Think about, rent or suite fees, backbar + supplies, equipment, laundry, insurance, admin time, marketing, website dues...you get the picture.
Without building overhead into your pricing, you’ll always feel like you’re hustling harder without truly getting ahead.
One of the most popular questions we see solo estheticians ask is: “How much are you charging?” It’s a natural question, because we want benchmarks and reassurance. But the truth is, what another esthetician charges is irrelevant to your pricing. Their overhead is not your overhead. Their location, their rent, their clientele, their supply costs, even the type of service they provide — all of it is unique to them. Looking at their number in isolation doesn’t help you build a profitable business. Instead, your focus needs to be on your numbers: what it costs you to run your business, and what margin you need to thrive.
So remember: When you copy someone else’s prices, you’re building your business on their foundation instead of your own. And a business that isn’t built on your overhead, your values, and your goals simply won’t last.
This isn’t just an opinion — it’s fact. Numbers don’t lie. If your pricing doesn’t account for your actual costs, your profit margin disappears, and no amount of hustle will fix it. It’s hard love, but it’s the truth: true confidence in pricing comes only from knowing exactly what it costs to run your business, not someone else’s.
The Myth of Overcharging
"What if clients think I’m too expensive?” is the fear that keeps so many estheticians stuck. But overcharging is relative — there is no universal “too much.” What feels steep for one client feels perfectly reasonable for another who values the results, care, and connection you offer. The question isn’t whether you’re too expensive — it’s whether you’re aligned with the right clients.
Some clients are price-driven and they’ll always shop around for the cheapest. Some clients are experience-driven and they want connection, results, and a ritual. Your ideal client isn’t everyone. It’s the one who values what you uniquely provide.
When you add value and create an intentional experience, your ideal clients won’t just pay — they’ll feel good about paying, come back, and tell their friends about you.
The Experience Multiplier
Think about how your clients actually experience you and your business — the way they’re greeted, how your space makes them feel, the attention you give during the service, and the results they leave with. That’s what they remember, and that’s what makes your work valuable. Some questions to ask yourself:
Do clients feel seen, cared for, and remembered?
Does your space feel clean, calming and memorable?
What do you add that goes beyond the “service”?
This is what allows you to command more. You’re not just selling skincare or a service — you’re offering an experience, confidence, community.
Another common myth we hear: “Clients only care about results.” Not true. Clients remember how you made them feel. They notice whether you listened, how they felt in your space and presence. Those layers of care are what make your services more than a transaction — they make them an experience worth paying for.
Finding Your Ideal Clients
When you try to be for everyone, you end up resonating with no one. Identifying your ideal client is powerful because it helps you focus your energy, refine your message, and build a business that feels sustainable. Instead of chasing clients who don’t value your work, you begin drawing in the people who do — the ones who happily pay your prices, respect your boundaries, and become your biggest advocates.
Your messaging, branding, and presence should reflect the experience your ideal client is searching for. If your dream client values wellness and ritual, your marketing should echo that calm and intentionality. If they’re results-driven, highlight your education and before-and-afters. Attracting ideal clients isn’t about shouting louder — it’s about speaking clearly to the right ears. So, show up where they already spend time (online and in-person), use language that matches their values, and share content that they can see themselves in.
Attracting a client is only the first part of the equation; retention is where true stability and growth happen. Retention is built through consistency — delivering excellent care every single time. It’s strengthened through relationship — remembering details about their life, celebrating milestones, and checking in between appointments. And it’s sustained through value — educating clients, offering thoughtful home care suggestions, and positioning yourself as their long-term skin guide. When clients feel genuinely cared for, not just another transaction, they return again and again — and often bring their friends with them.
When I had my studio, I discovered that my ideal clients weren’t just anyone who booked a facial — they were women who cared deeply about how they looked and felt, had the expendable income to invest in themselves, and were connected within the community. I found them in places that already reflected their values — yoga studios, Pilates classes, and boutique fitness spaces. By meeting them where they were, I built a clientele that truly aligned with my vision and supported my business.
Using Discounts To Get More Clients
Have you ever thought to yourself, “I just need to discount to attract more clients.” Discounts may bring in price-shoppers, but they won’t build loyalty. Your ideal clients are not searching for the cheapest; they’re searching for the provider who understands their needs. You’ll find them in spaces that align with their lifestyle and values, not at the bottom of a price list.
Protecting Your Profit Margin
Your profit margin is simply the amount of money you keep after covering all of your expenses. In other words, it’s the difference between what you charge a client and what it actually costs you to provide that service. For estheticians, this includes things like back bar, supplies, laundry, rent or suite fees, insurance, credit card processing, and even the time you spend on client communication outside the treatment room.
If you charge $150 for a facial, but $50 goes to overhead, supplies and your paycheck, your profit margin is $100. That $100 is what allows you to invest back into your business, and grow. Without protecting your profit margin, you’re essentially working hard without truly getting ahead. When your margin is healthy, your business becomes sustainable — not just busy. A healthy profit margin usually falls between 20–30% after all expenses.
Here's an example: If your monthly revenue is $10,000, that means you’d ideally keep $2,000–$3,000 after everything is paid. Anything consistently below 20% makes it difficult to grow, invest in education, or pay yourself reliably, while anything above 30% is excellent and usually signals smart pricing, low overhead, and clients who value your work. The takeaway: your goal isn’t just to cover costs, but to price in a way that protects at least a 20–30% profit margin so your business stays healthy and you don’t burn out chasing volume.
A common misconception is "if I lower my prices, maybe I’ll get more clients.” Maybe — but more clients at the wrong price can burn you out and erode profit. Protecting your profit margin ensures you’re not just busy, but actually sustainable. Remember: you’re building a business, not running a charity.
Stand confident in your pricing, like your business depends on it, because it does. Stop apologizing or rethinking your pricing/value. Remember someone elses pocketbook isn't your business or responsibility. Shift the narrative from "I'm expensive" to "I offer something unique".
And if you say to yourself, "I’ll raise my prices once I feel ready", the truth is, confidence follows action — not the other way around. If your numbers and experience justify a higher rate, waiting only delays your growth. When you stand firm in your value, your ideal clients rise to meet you.
As a solo esthetician, knowing your numbers should be your number one priority. When you charge in alignment with your overhead, your experience, and your ideal clients, you protect your profit margin and your energy. That means you can continue to serve with love, care, and excellence — without burning out.
