10 Marketing Tips Every Esthetician Needs to Hear (From a 10-Year Pro)

Jun 18

After spending a decade in the marketing world and a good chunk of that time working with estheticians I’ve seen what works, what doesn’t, and what actually moves the needle when it comes to growing a beauty business.

Whether you’re just starting out or looking to level up your client list, here’s my no fluff advice to help you market your business more effectively and authentically.

1. Scheduling Your Content Will Keep You Sane

Marketing your business shouldn't be a daily source of stress. Scheduling content ahead of time helps you stay consistent, avoid last-minute scrambling, and focus on your clients. It’s one of the easiest ways to stay visible without burning out.

2. You Need a Freebie or Email List Magnet And You Need to Post It Often

If you’re not growing your email list, you’re leaving long-term client relationships on the table. A simple freebie (like a skincare guide or discount) gives potential clients a reason to stay connected even if they’re not booking right now.

3. Don’t Post Content That Makes People Feel Judged

People follow beauty pros to feel inspired and confident not to feel bad about themselves. Avoid before-and-afters that could make someone feel insecure, and steer clear of language that comes off as shaming. Positivity builds trust.

4. Keep Drama and Bad Days Off Your Feed (To a Point...)

Yes, your business is personal but airing every frustration or bad client experience publicly won’t help your brand. It’s okay to be real, but keep it professional. Save the venting for your group chat, not your Stories.

5. Not Every Post Needs to Convert

Some content is for connection. Some is educational. Some is just to entertain or show your personality. If you’re only posting to push bookings, you’ll burn out your audience. Think long term relationship, not hard sell.

6. Going Viral Isn’t the Goal

Chasing viral content is exhausting and often pointless. A post with 50 likes from local, engaged followers is worth more than 10,000 views from people halfway across the world who will never sit in your chair.

7. Local Followers > Random Followers

Focus your marketing efforts on attracting people who can actually walk through your door. This means local hashtags, geotags, partnerships with nearby businesses, and content that speaks to your community.

8. Create Shareable Content

Think memes, skincare tips, relatable quotes, or infographics anything your followers will want to share to their own stories. This turns your audience into your marketing team and gets your name in front of more potential clients.

9. You Need to Show Your Face

People book with people they trust. And trust starts with showing up literally. Even just a quick video of you talking, checking in, or sharing a tip helps build that connection.

10. Show Off the Experience, Not Just the Results

Your space, your vibe, the way you greet your clients this is all part of your brand. Give your followers a taste of what it’s like to be in your treatment room. It helps turn “maybe” clients into “can’t wait to book” ones.

Bonus: You Don’t Have to Do It All Alone

Marketing can feel like a full-time job (because, honestly, it is). But the good news? You don’t have to go it alone. Whether it’s done for you content, strategy support, or just someone to help you stay consistent we’re here to help lighten the load.

Need more help with creating content? I’ve got you! Since 2021, I’ve been running the most-trusted content and marketing membership for Estheticians and Waxers! To learn more, click the links. 👇