As a talented esthetician, you’re already well on your way to creating a successful beauty business. But as a true beauty boss, you want to go a step further than success and create a real business empire. 

And while showing off your talent and handing out business cards can win you some clients, you’ll have to take it up a notch to separate yourself from the pack. You see, the real secret to building a strong beauty business empire is all about branding. 

So, let’s take a look at 4 tactics you can use to build your brand into an empire. 

Tactic #1: Master Your Website

Creating a website might sound like an obvious step, but it’s something that a lot of business owners overlook. That’s because building a website is often one of the first steps people take when they’re starting a business, but then they never update it once they set it up, leaving it old, outdated and deserted. 

You see, your website is the foundation of your empire. It’s where people should go to find out more about your services. It’s where you should show off your experience and tell people who you are and prove that you’re an expert in your field. And it’s the place where you should be able to turn browsers into loyal clients. But to do that, you must give your website some TLC by ensuring your information is accurate, up-to-date and valuable for every individual who lands on your site. To do this, be sure to regularly check and update your service descriptions and stay in Google’s good graces by creating a blog page where you can share industry tips, secrets and more. 

The bottom line is this: Your website should display your experience and expertise. Show off your talents and your insights with the world, and your site will win people over. 

Tactic #2: Establish a Strong Social Media Presence

There’s no better place to establish your brand than on social media. It’s one of the easiest ways to get the word out and bring in business without spending a ton of money on advertising. Unless you decide to use paid ads, you can create business pages totally free of charge.

I highly recommend using Instagram and Facebook at the bare minimum. Both platforms will allow you to post eye-catching pictures as well as videos that will hold your audience’s attention. Make sure you’re regularly posting valuable content and that your business information is up to date so people know where to find you.

Tactic #3: Show Off Your Portfolio

I’ve said before that your talents as an esthetician will speak for themselves – but people need to be able to see your work in order to be wowed by it! That’s why it’s so important to include your portfolio on your website and feature selected photos on your social accounts. 

Not sure what to include in your portfolio? Before and after photos are always a great choice to show off your work. It allows people to not only see the finished product, but also what you started with before you put your talents to work. Another thing to include in your portfolio is pictures from people who see you in preparation for an event like a wedding or a prom. This will attract the attention of people who are also getting ready for similar events.

Tactic #4: Build Strong Relationships with Your Clients

Your clients are the most important part of your business, and building lasting relationships with them can be the key to establishing your empire. When your clients feel close to you and love what you do, they’ll become your biggest brand advocates. And people trust the opinion of other people more than they trust advertising, so the social proof can be your biggest advocate. 

And because we chose our closest friends based on similar interests and ideals, a good client will usually bring in a good referral. And if they’re taking pictures on social media and tagging your business in them as a compliment on their flawless look, that’s like free advertising. So strengthen your relationship with your clients. 


So, now that I’ve revealed the steps to turning your business into a beauty empire, it’s time to start thinking about how you can use this information to claim a bigger piece of the $445 billion beauty industry pie. 

Want more guidance on how to do that? Visit me here to get more strategies on becoming a profitable beauty boss.