Beauty Pros, This One’s For You: Lessons From 20 Years as an Aesthetician and Business Owner

1. Building Client Trust Takes Time, But It’s Everything

Clients don’t just buy services—they invest in professionals they trust.

Be honest about what a treatment can and cannot do. Overpromising leads to disappointment.

Educating clients on skincare and maintenance builds credibility and keeps them coming back.

I’ve also found that openly sharing my own skin health challenges helps build trust and connection with my clients.

2. Your Education Should Never Stop

Trends come and go—solid fundamentals and ongoing education will set you apart.

Learn from multiple brands and training programs to develop a well-rounded skill set.

The best aestheticians are always learning—whether it’s advanced techniques, business skills, or marketing.

3. Define Your Value, Mission and Ideal Client

When you have clarity around how you give value to your community, you can then define who you are offering that value to. 

Your mission guides your brand, keeping you focussed and aligned with your values, while understanding your ideal client ensures you attract the right people who appreciate your expertise.When you these in place, your marketing becomes more effective, your services feel more fulfilling, and your business grows with intention.

4. Not Every Client is Your Client (and That’s Okay)

Some clients won’t align with your expertise or approach—don’t force it.

Setting boundaries (pricing, policies, and expectations) early prevents burnout.

The right clients will appreciate your knowledge, professionalism, and quality of work.

Most importantly, never feel obligated to accommodate a client who is abusive and disrespectful. 

5. Adaptability is Key to a Long Career

The industry evolves constantly—be willing to adjust services, techniques, and business strategies.

Stay open to learning, but don’t feel pressured to chase every trend.

If something isn’t working (pricing, services, or client policies), don’t be afraid to pivot.

6. Your Prices Should Reflect Your Value

Don’t undercharge just to attract clients—it leads to burnout and undervalues your expertise.

Consider the cost of products, time, and experience when setting prices as well as the results your clients are benefiting from.

Clients who appreciate quality will pay for it. The ones who only want cheap services won’t stay loyal.

7. Take Care of Your Body

Long hours of standing, repetitive hand movements, and poor posture can lead to chronic pain, wrist injuries, and even long-term conditions like carpal tunnel or back issues. 

Prioritizing ergonomics, stretching, and self-care isn’t just about comfort—it’s essential for career longevity and preventing injuries that could cut your time in the industry short. I suffered for years with a bad back and wish I had made rest more of a priority and taken care of my posture sooner.

8. Running a Business is Just as Important as the Craft

Being great at skincare isn’t enough—you need to learn marketing, pricing, and client communication.

Systems (like scheduling, policies, and follow-ups) make running your business smoother.

A solid business foundation prevents stress, financial struggles, and burnout in the long run.

9. You Don’t Have to Do It Alone

I don’t love the term “solo” when it comes to being an aesthetician. No one should have to shoulder all the tasks and responsibilities of running a skincare business without help. Doing it alone leads to exhaustion, which makes it difficult to serve clients. It’s ok to ask for help. You can hire help for things like bookkeeping and marketing. A business coach can provide guidance on a number of areas like strategic planning, new approaches and motivation.

I’ve learned a lot over the past two decades—and now, I’m coaching solo aestheticians like you so you don’t have to learn everything the hard way. My one-on-one coaching programs are designed to meet you where you are and help you grow with purpose.
Want a mentor who’s been in your shoes? Learn more here.
And if you’re not sure where to start, grab one of my free guides and see if my style speaks to you.