Becoming an esthetician is a culmination of hard work, passion for skincare, and a desire to help others look and feel their best. But once you’ve graduated and secured your license, the next challenge begins: how to market yourself and build a clientele from the ground up.
Whether you’re working in a spa, renting a suite, or starting your own business, marketing is the most essential ingredient for long-term success. In today’s beauty industry, simply being “good” at what you do isn’t enough, you have to be visible, strategic, and compelling. This guide is your blueprint.
1. Define Your Brand Identity Early
Before you promote, define what you stand for.
Your brand is more than a logo or color palette, it’s the way you make people feel. It's the story your clients tell others after leaving your treatment room. Defining your brand early helps you show up consistently and build trust fast.
Ask yourself:
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What type of experience do I want to offer?
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What kind of clients do I want to attract?
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What values or specialties set me apart?
2. Set Up a Professional Online Presence
Think of your online profiles as your virtual storefront. Make them beautiful, functional, and findable.
Start with:
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Instagram (non-negotiable for estheticians): Keep it curated, not cluttered. Show results, reels, testimonials, educational tips, and personal touches.
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Google Business Profile: Set this up ASAP so you show up on local searches. Ask every client for a review.
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Booking Site: Use platforms like GlossGenius, Vagaro, or Square. Include service descriptions, pricing, and policies.
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Professional Email: Avoid Gmail usernames like “skinlover88.” Secure a custom domain if you can: hello@yourbrand.com.
Optional but powerful:
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Website (Wix, Squarespace, Shopify)
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Pinterest for visual search and brand building
TikTok (especially for “skinfluencer”-style content and visibility)
3. Prioritize Local Visibility and Word-of-Mouth
Digital presence is important, but you’re a local business first. You need people in your area to know you exist.
Tactics to try:
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Partner with local businesses like coffee shops, gyms, and boutiques for cross-promotions.
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Leave behind beautiful, branded rack cards or referral cards with a first-time offer.
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Attend local networking events.
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Offer your services at community events (ex: free mini facials or consultations at a pop-up booth).
Word-of-mouth is still the most powerful marketing tool. Incentivize referrals with loyalty perks (e.g., $10 off for every new client they refer).
4. Leverage Your First Clients Like Gold
Every client you get in your treatment room is marketing material in disguise. With permission, of course.
Capture:
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Before + after photos of treatments
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Short videos of your protocols
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Client testimonials in their words
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Screenshot DMs where people share how great they felt afterward
Use this content to build trust online. Future clients want to see and feel what it’s like to book with you.
5. Educate, Don’t Just Sell
Position yourself as the go-to skin expert, not just another esthetician. People are more likely to book when they understand the why behind your services.
Create content that:
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Explains what treatments do (in non-jargon terms)
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Shows how products work and why you recommend them
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Addresses common concerns (like how to deal with acne, hyperpigmentation, or seasonal skin changes)
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Tells stories from your own skincare journey
People don’t follow you because they’re ready to buy, they follow because you’re informative and inspiring. The bookings follow naturally.
6. Offer Signature Services or Series
New estheticians often make the mistake of listing too many services. Instead, craft a signature experience or a series that delivers results over time.
Example:
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A “Glow Reset Facial Series” for post-summer pigmentation, incorporating gentle chemical peels and barrier-repairing masks like the Herbal Skin Solutions Cacao Seed Softening Enzyme Mask
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A “Teen Skin Bootcamp” that blends education with targeted treatments like extractions, calming masks, and enzyme exfoliants (click this link to view the Herbal Skin Solutions signature mask collection, safe and effective for all skin types)
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A “Bride-to-Be Skin Plan” that includes monthly dermaplaning, hydrating facials, and a microneedling session leading up to the big day
Signature services simplify your marketing and make it easier for clients to say yes. Packages or series can also boost revenue and encourage loyalty.
7. Run Strategic Promotions (Not Constant Discounts)
A well-timed offer is a powerful marketing move, but discounts should be thoughtful, not desperate.
Try:
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Limited-time facial upgrades (e.g., “Free gua sha add-on this week only”)
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First-time client bundles (e.g., “Book your first facial and get $25 off any 60-minute treatment”)
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Loyalty perks (e.g., “Get your 6th facial free”)
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Holiday- or seasonal-themed treatments
Make sure every promotion is tied to your brand and feels aligned, not like a random sale.
8. Collect Emails from Day One
Social media is rented space and email is your direct line to your clients.
Use a system (your booking platform, Mailchimp, Flodesk, etc.) to:
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Send welcome emails to new clients
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Share skincare tips and seasonal advice
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Promote new services or exclusive offers
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Re-engage past clients
Even a simple monthly email can remind people that you exist and get them back on your table.
9. Invest in Ongoing Education & Share That Journey
Let clients see you grow. Post about the advanced training you’re taking or new certifications you're earning. It shows commitment and builds trust.
Also, don’t forget to market your soft skills- your bedside manner, your healing energy, your attention to detail. These are just as important as your techniques.
10. Be Consistent, Even When It’s Quiet
It’s normal to have slow weeks or self-doubt early on. The key is to keep showing up anyway.
Post even when you don’t have client content. Talk about your favorite product, what’s in your treatment room, a skincare myth, or even your routine.
Marketing success doesn’t come from one viral post. It comes from consistent visibility, intentional branding, and real relationships.
Key Takeaway
Marketing yourself as a new esthetician isn’t about being flashy or pushy, it’s about building trust, telling your story, and being of service. You already have the skills to help people glow, now it’s time to let the world know.
Show up, stay curious, and don’t wait until you feel “ready” to put yourself out there. Your dream clients are already searching, they just need to find you.
Additional Details
We’re here to help you grow your business and skillset. Connect with The Esthetics Academy to learn directly from industry leaders, access free treatment protocols, and get ongoing support. In this industry, connection is key, and when we work together, there’s no limit to what we can accomplish.