Marketing gurus talk about the importance of brand identity all the time. But is it really that important when you’re a skincare, lash/brow or waxing specialist? Yes, and here’s why.

As a skincare, lash/brow or waxing specialist, you might think your talent alone is enough to attract customers and get you success. But you need a way to set yourself apart from the other estheticians who have a similar skill set and similar business goals. And that’s where your brand identity comes in.

People need something to connect with and some unique way to remember you, or you’ll risk being looked over and forgotten.

Ready to stamp your beauty brand in your audience’s brains once and for all? Take these 4 steps.

Step #1: Know Who You Are

Before you sit down to flesh out your brand identity, you need to know who you are as a business. What does your brand stand for? Who are your target

customers? What really matters to them? How do you plan to connect with those specific people?

If you don’t have the answers to these questions already, take some time to seriously think about it. Your beauty boss brand identity needs to resonate with those people in order for them to take a genuine interest in your business.

Step #2: Craft Your Brand’s Image

First impressions matter and the visuals that you choose to represent your brand are often the first things your customers will see. What colors best represent the vibe you want to give?

For example, elegant and sophisticated spas typically won’t have neon colors because people associate blaring colors with energy and parties. Instead, they use soothing natural earth colors.

Your image also includes your logo. A lot of beauty bosses panic when it comes to this part, but you shouldn’t. Just think of a few images that best represent your brand. It can as simple as you want, but it should be distinct and memorable.

Step #3: Create Your Tagline or Slogan

While not every skincare, lash/brow or waxing specialist out there has a tagline, having one can go a long way in setting you apart from the competition. Whether you choose a tagline that simple and short or one that’s creative and clever, make sure the words capture the essence of who you want to attract and what you want your brand to represent.

For example, take “Maybe she’s born with it. Maybe it’s Maybelline.” That’s a great example of a memorable tagline. The brand is targeting women who want to use makeup to enhance their natural beauty instead of looking fake.

Step #4: Establish Your Online Presence

Once you have your image, logo, tagline and brand colors down, you should hop online and use your website and social channels to share who you are with the world. The first thing customers are going to do to learn more about you is Google your name to see what comes up, so make sure they see exactly what you want them to see.

Make your online presence as distinct as possible. If you find another skincare, lash/brow or waxing specialist has a similar theme or slogan, consider reworking some elements of your brand. Your identity is how people remember you, so you definitely don’t want to be easily confused with another brand.


Creating a brand identity gives your beauty business its own personality and gives your customers something they can connect with. When done right, your brand identity will set you apart from the competition and help the right customers find you. Want more guidance on making your beauty brand stand out? I’ll teach you everything you need to know right here.