first things first.

Being a business owner I can really only give advice on what I have learned. Starting a business can be extremely risky and you’re business might not succeed like you had planned. And that’s okay. You will only grow and learn from the process. What I can offer is how I managed to handle my business and what I have learned from other esthetician’s that have a successful business.

Okay, so first thing first, YOU CAN’T BE GOOD AT EVERYTHING. When I started off I did waxing, spray tans, facials, eyebrows, massage, you name it. I did it because that’s how I got clients and I didn’t want to be picky because I wanted money. That works for some people. They like the variety. And honestly I still do a variety of services right now but I eliminated some and only do what I enjoy and what makes me money. You’ll learn as you practice what you’re good at, what you enjoy the most, what you’re clients like about you the most, and eventually if you’re lucky you’ll be able to be way more picky about what services you offer to clients. Inventory and expenses gets easier and cheaper if you’re only doing two kinds of services. So you don’t have to offer everything a client asks for. Be picky, be good at what you do, you can’t service everyone and their grandma. It’s okay to only focus on your ideal client. You’ll soon learn what your ideal client is.

pick your ideal client.

This isn’t always easy. It wasn’t for me in the beginning because I was willing to service anyone. But at some point it might be best to pick one. And for me, it kind of just came naturally. I would notice the type of clients I was getting what they liked and preferred. What’s your ideal client age? What’s their income? What are their needs? This can work for any type of direction you go with esthetics. You do makeup…do you specialize in bridal? Theater? Special effects? Focus on who you want as a client and market to them. Do you offer services to businesses and not individuals? Market and sell your business appropriately to appeal who you want. Does your client have acne? Is your client vegan or holistic? Is your client 50+, college students? Are your clients parents? What type of client do you want to walk through your doors? That’s the question you always need to ask yourself. Another way to figure this out is represent your brand consistently and the right clients will come to you.

the boring stuff.

Register your business entity. There most likely are free business resources and services available to you in your town. Check out your local SBDC or SBA for information on the legalities of opening and registering your business properly in your state. Are you selling retail? It might seem like too much to start off but you NEED to be selling retail when you open or very soon after especially if you are offering facials. You will need a retail certificate or whatever your state requires. It varies state by state so make sure you register to collect sales tax properly. Insurance! Do you have professional insurance? Does it cover all your services you offer? Do you need renters insurance? Do you have insurance to cover the machines you use? It’s important to find these things out.

Use a separate bank account for your business! I would recommend a business account but at least get a second checking account and use solely for your business. Come tax time you will hate yourself for not doing this. If you have questions about a business bank account go to your bank and talk to someone. It’s free and they can provide a lot of information. You just need to reach out and meet up with them to find out what’s best for you and your business at this time.

find the right space.

Do you want to rent a room in an established spa or salon? Rent your own office space? Rent or buy your own building and hire staff? One might think that being in a busy part of town is the best location. I really don’t think location matters unless you plan on having a staff and accept walk ins. If you’re solo location doesn’t matter quite as much. You’ll notice that people will drive to see you if they really value you and your services. Chose a spot that has what your state requires for an esthetic business. Is the room big enough, does it have a sink, will it be loud? Can you afford the rent? What’s the laundry situation?
What’s your vision for this space? What will your theme and style be? How many rooms do you need?What decor will you have, what services will you offer, and what products will you sell? Your ideal client will play a major role in this. Choose your theme wisely because it will become your public persona and a huge part of your brand.