Ask the Esty... Developing Your Brand

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Q: “What is your best advice to help solo estheticians create their brand/business models?”

A: Great question! I suggest creating a dream or mood board first. Describe your clientele, your space, products used, types of services, really DREAM about your business and make it clear in on paper. Make sure the space and branding match the type of client you are trying to reach. For example, if you are near a college campus and are attracting students, you would have a social media presence that is trending and fun. That would involve aspects of the college and the schedule of events would complement the campus. If you are looking to attract a high end working class professional, what is their age? What do they do for fun? Where do they eat dinner and where do they travel? Brand your business to attract the clientele you are looking to build. Keep it all consistent from the product line you choose, the paint color, the menu of services, the smells, the music you play… everything. I also think when you are first starting, it’s helpful to remember that you are ONE BRAND, ONE VISION. You can expand and add in more as you grow. Keep to your core competencies when you are first starting.


Spend money on quality products and equipment. Don’t worry about spending lots of money on tenant improvements. A good paint job and a trip to IKEA can do wonders for a new business! If you are going to the bank for a loan, you’ll need a formal business plan and there are plenty of templates online.

Founder and owner of the San Francisco Institute of Esthetics and Cosmetology since 2002, Deedee Crossett is an industry pioneer for raising the bar of undergraduate education for cosmetologists and estheticians. She can be reached at and Twitter @DeedeeCrossett.

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