The #1 Difference Between Estheticians Who Sell Consistently… and Those Who Don’t

Jun 28

I’ve supported thousands of estheticians in growing their online presence. And after all that experience, I can tell you this:

The estheticians who consistently grow a loyal community and see steady sales?
They aren’t doing anything magical with the algorithm.
They’re not obsessing over the “perfect” brand colors or filters.
They’re not only posting aesthetically pleasing content either.

👉 What they are doing is leading with connection.

The best marketing doesn’t feel like marketing.
It feels like support.
Like education.
Like someone showing up with empathy and consistency.

That’s the kind of content that builds trust and when trust is there, selling becomes a natural next step. Retail, rebookings, consults... they all flow easier when your audience feels seen, safe, and supported.

So how do you actually start building that kind of connection?

Here are two simple things you can try this week:

✨ 1. Show you in your Stories.
Start every story sequence with your face or something personal. Whether it’s a selfie, a short video, or just a peek behind the scenes, let people see you. Human connection is magnetic and it matters more than polished graphics ever will.

✨ 2. Post, even if it’s not perfect.
Seriously. Don’t wait until you feel ready. Don’t overthink it. Staying visible is key to staying relevant. The more you disappear, the easier it is for your community to forget why they trusted you in the first place. You are their skincare solution, don’t let them lose sight of that.

Whether you’re posting every day or easing back into content after a break, remember:
Connection > perfection.
Support > selling.
Consistency > virality.

Keep showing up with purpose.
You’re building something real—and your people feel that.

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. 👇