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If you’ve ever gotten a facial, the experience might have gone like this: You love the feeling of a relaxing session and leave with your skin feeling smooth and refreshed. After awhile you notice the glow fades, and you’re still left with underlying skin concerns. It’s then you start thinking, “Maybe I might need a more targeted approach — something that can help address those deeper issues.”
That was my story for years. I grew frustrated that no one could bridge the gap between dermatology and facial studios with practices that leave your skin glowing and restored. Hungry for answers, I attended beauty school while working full time in fashion. When I became a licensed esthetician, I practiced independently but also worked part time for a dermatologist. Even now I spend one day per week in a clinic to keep learning and growing.
My Manhattan skincare studio, which opened in 2017, now has seven estheticians and a long wait list for appointments. Why do clients keep coming back? We give them a facial experience unlike any they’ve had before. Yes, we offer cutting-edge treatments, but it’s our approach that sets us apart. These three principles have proven crucial to our business’s success, which any business owner can apply.
Give clients a personal approach
At our skincare studio we make you feel comfortable. But we also make you feel seen in a way I never did when getting facials.
The process starts before you even step into the studio. When you book your first appointment, you fill out a detailed intake form. You wouldn’t believe the results you can get when your esthetician understands your skincare concerns, the products and medications you use, and any allergies you have. And when you come in for your first treatment, we listen. I often think of the initial appointment as like a first date: we get to know who you are, what you like to do, and what your objectives are. You don’t just receive a facial. You also meet an expert who takes the time to understand your needs, goals, and stresses. By the time you leave our studio, you have a treatment plan tailored to your issues, whether those include acne, pigmentation, redness, dryness, or something else. Personalized treatment leads to real results and shows clients that we’re invested in them. It’s what an A-list client experience is all about.
I had one client with red, irritated skin. After learning she was a landscape gardener who spent a lot of time outside, I realized her morning skincare products had a lot of active ingredients, which meant they were being sun-sensitized and she was more susceptible to damage. A simple tweak in her routine led to big improvements.
Education tailored to the individual
Most clients feel overwhelmed by the barrage of skincare information online. They’re desperate for guidance. That’s what our studio provides. Skincare education is a cornerstone of our client experience, not only during appointments but also through our social media, Substack, and weekly newsletter. We cover lifestyle factors like diet, skin stressors, and sun exposure, but we focus on products the most. Even quality products can do harm if they’re not right for your skin type. In trying to clear up skin, many clients actually clog their pores. We see this issue so much that we added an ingredient checker to our website. Just paste in a product’s ingredient list to identify anything that could contribute to acne or other skin problems. Education empowers clients. It helps builds trust, which can help turn first-time clients into regulars.
Empathy to comfort and discover
People often ask me what it takes to succeed in the beauty business. If I had to pick one word, it would be empathy. I could march into an appointment and say to a client, “You’re doing everything wrong; here’s what you need to change.” But that approach doesn’t work. First, it risks overlooking key information that should inform the client’s skincare. Worse, it disregards the deep emotions at work. Everyone wants to feel good about themselves, and it can be so painful to struggle with problematic skin.
Take acne. Many adults experience breakouts, often for the first time in their lives. That can be incredibly unsettling. And acne doesn’t discriminate: I’ve treated people from all walks of life, including major celebrities. Clients need someone who listens without judgment, understands their struggles, and works with them to find the right solutions.
The fundamentals come first
So many elements go into giving exceptional facials. My team and I constantly educate ourselves, research products, techniques, and technologies to offer clients the very best. We streamlined our operations through Square, from booking to checking out, to make the customer experience seamless and enjoyable.
But none of that matters if we don’t remember to listen, educate, and empathize. These are the foundations of a facial — and a successful business — that don’t just feel good but also deliver lasting results that engage and retain customers.
