You know the famous quote from Field of Dreams-“if you build it, they will come.” While we’re all for manifestation and the Law of Attraction, the reality is that it’s not that simple. There are a LOT of steps between “if you build it” and “they will come.” So many passionate and talented aestheticians, health coaches, and skin wellness practitioners start a skincare business or coaching practice and get frustrated when clients don’t magically appear out of the woodwork.
The business either doesn’t grow as fast as they thought it would, or it never takes off at all. The truth is that 20% of small businesses fail in their first year, and only 50% of those who make it past their first year are still in business after 5 years. At the 10 year mark, only 20% of THOSE businesses are still in business. Notice we don’t say thriving, just “still in business.” At some point, they blame the business and throw in the towel; pivoting to another new business, or returning to a typical 9 to 5 job.
What’s the secret sauce for a successful skincare business?
Is it a fancy business degree? Is it a generous angel investor? Is it a high tech website or large team?
These things can help, but they are absolutely not required for success. That being said, growing and sustaining a successful skincare business or coaching practice does require certain skills aside from working with clients. Planning, time management, and organization are key; as are self-motivation. Skills like marketing and technology can either be learned or hired out along the way–but the right mindset and habits are what set successful skincare business owners apart from hobbyists and side hustlers.
Get intentional with your skincare business
What is your vision for your skincare business, health coaching, or skin wellness practice? What is your vision for what your skincare business does for you? Who does your business serve? We know it’s so tempting to say, “I just want to help people,” but it has to be about more than that. What keeps you motivated to show up when you won’t want to–and trust us, there will be days you won’t feel like showing up!
How many hours a week do you work hands-on or face-to-face with clients? How many hours a week do you work behind the scenes? How do you proportion that time? Did you know that most successful skincare business owners spend as many hours working ON their business (behind the scenes with organization, planning, marketing, following up, innovating, etc) as they spend working IN their business (with clients) per week?
Consistency is key
Most skincare businesses and health coaching practices start as a side hustle, and grow slowly over time. Many newbies still have to work a full-time job to pay the bills while building their dream. Others have young children at home or other family obligations that divide their time and energy. All of this is completely fine, by the way.
However, there will come a point where you’ll want your skincare business to evolve beyond a hobby or side hustle. In order to do that, consistency is key. Ask yourself how consistently you show up with the hours you do have available?
Here’s a little exercise to put it into perspective. Imagine you heard about a great new boutique in town and decide to check it out. You check their website for their hours of operation, and go during the time it says they’re open. You arrive at the boutique to find a note taped to the door that they are closed because the workers decided they needed a break You wait 15 minutes, and no one comes to open the store, so you leave.
You may forgive that once, but what happens if you try to go the next day and once again, you find that same note on the door? Would you wait again, or move on to another store where the workers show up and work?
What happens if you try a local restaurant a few times, and every time the experience was different? One time, the food was good but the service was slow. The next time, the service was good, but the food was overcooked–and so on. How many chances would you give that restaurant? At what point would you go to Yelp and notice that the bad reviews were about this inconsistency? Consistency and commitment matter.
Of course there are multiple other keys to a successful skincare business or health coaching practice.
You have to be clear on who your business serves, what problems it solves, and why that matters. You have to know how to attract new ideal clients consistently, and encourage them to rebook and refer on the regular.
Is it more than you thought? We understand. Starting and growing a skincare business or skin wellness practice can be overwhelming. But if you operate and grow with intention and show up consistently, you will be well on your way to a successful and sustainable business!
By the way–our Advisory Board member, Jackie Johnson taught a fantastic webinar about business planning, goal setting, action steps, consistency, etc. That full presentation is available exclusively to NAA Members and CNAP Students on demand in their NAA Webinar Library.
What do you find most challenging about growing your aesthetics, health coaching, or skin wellness practice?
We’d love to hear your experience. Please tell us in the comments below!
About the author:
CNAP
student, Vicki Parra, is a licensed aesthetician, molecular biologist, and is the founder and formulator of Why Not You Skincare–a plant-based line of fully customizable skincare products that gives you a voice in your skincare. Connect further with Vicki on her website and Instagram.
* Image credit: “If you build it they will come” by ktmadeblog is licensed under CC BY 2.0
Something I find challenging with growing my business is ways to market on social media/getting ppl to rave about my business and content to share daily
Thanks for sharing, Sherelle–it certainly can be challenging! Our President, Rachael Pontillo, actually teaches a content marketing course here that many of our CNAP students have taken and found to be extremely valuable. Check it out!