TL;DR: Esthetician marketing helps the right clients find you, trust you, and feel confident booking your skincare services.
You’re an expert at bringing out your clients’ most beautiful, radiant skin. But promoting yourself? That might not have been covered extensively in esthetician school. If you’re looking to grow your business, try these nine actionable tips to get more clients in your treatment room.
Or jump to get your free weekly marketing checklist!
Quick Tip: An allergic reaction or client injury can dull your business glow. If you’re growing your esti practice, protect it, too — with esthetician insurance, an essential safety net against third-party liability claims.
1. Clarify Your Esthetics Brand
The most essential step in understanding how to market your esthetician business is to define your brand. Define who you are as an esthetician, who your ideal client is, and what types of focused services you offer. The goal is to position your business as a standout in the market.
Once you refine your brand, use it as a foundation for all of your marketing materials. Make it easy for clients to know whether you’re the right esthetician for them.
Some examples of niche specialties include:
- Luxury or spa-like experience
- Gentle acne treatments
- Sensitive or mature skin
- Korean skin treatments
- Holistic esthetics
- Lashes and brows
- Makeup artistry
- Hair removal
Do This: Write a two-sentence explainer of your brand, using this template as a guide: I’m a [type of esthetician] in [your city], specializing in [your niche] for [your ideal client]. My goal is to [purpose of your business].
Example: I’m a holistic esthetician in Austin, TX, specializing in barrier-repair facials for busy professionals with sensitive skin. My goal is to simplify skincare and help you feel confident in your skin without a 12-step routine.
2. Optimize Your Google Business Profile
Claim your free Google Business Profile, which is an online profile that appears when people search for your business. It’s a simple way to signal to clients you’re a real, trusted esthetician and guide them toward your booking page or website.
Even if you work as a mobile esthetician or rent a booth, it’s crucial to get your Google Business Profile up and running! It helps you get “found” by local searchers and turn them into confirmed bookings.
Set up your Google Business Profile:
- Create a profile (or claim it if it already exists on Maps)
- Add hours, photos, your website link, and other details
- Manage your profile by sharing updates and responding to reviews
Do This: Gather your business information and high-quality photos of your practice to make creating your Google Business Profile a smooth, easy process.
3. Post Strategically on Social Media
Post consistently on one social media channel, at a minimum. Esthetician marketing requires constant visibility, and social media is a free, accessible way to get in front of your target audience. The best approach is to blend educational and brand-building content.
Here are some educational esthetician content ideas:
- Treatment explanations
- Skin barrier basics
- Aftercare expectations
- Skincare myths + truths
And these are some brand-building content ideas:
- Day-in-the-life moments
- Why you became an esthetician
- Your favorite skincare products
- Your take on social media trends
This combination works because education enhances your credibility, while showcasing your personality builds a connection with your followers. Try a cadence of three social posts per week, which keeps you top of mind — when clients are ready to book, they’ll think of you!
Do This: Download BBI’s free 2026 beauty marketing calendar and plan your next month of social media posts. Or check out more tips for elevating your esthetician Instagram account.
@thelafacialist shares her entire evening skincare routine,
educating and connecting with her audience at the same time!
Esthetician Marketing Red Flags to Avoid:
- Making claims that sound medical or “too good to be true”
- Copying another esthetician’s branding instead of developing your own
- Posting only promotions with no education or personality
- Ignoring local SEO (search engine optimization), such as location tags, reviews, and hashtags
Posting the wrong promo offer on Instagram can lead to an advertising injury claim. Accidentally copying another esthetician’s logo can land you in hot water, too! Insurance can cover some of these risks if you unintentionally make mistakes like these.
4. Create a Booking-Forward Website
Create an esthetician website that encourages visitors to book. Your website needs to answer a potential client’s questions before they even ask them, from the services you offer to your next availability. Ensure that their experience on your website is seamless.
Your website needs:
- Clear service descriptions and pricing
- Who treatments are for (and not for)
- Hours, location, and contact information
- Reviews and a before-and-after photo gallery
- An easy booking page
- An “About Me” page
These are the basics, but remember to think of your website as your business’ online presence. Let your expertise and personal brand shine by including additional content, like an educational blog, that sells your practice.
5. Collect Reviews for Natural Social Proof
Always ask for reviews after every appointment. When you hand a mirror to a client after completing their treatment, their skin looks extra glowy, and they feel amazing. Capture that moment in a tangible testimonial for everyone else to see. All you have to do is ask.
Client reviews are social proof gold because they validate the quality of your work for others. Send a follow-up email or text after appointments with a quick message like, “We’re making great progress toward your skin goals! If you enjoyed your appointment, I’d truly appreciate it if you wrote a quick review for my business. Click here.”
Link to your Google Business Profile for reviews. In addition, feature stellar reviews on your website and social media posts. Snippets from real clients can be used wherever you promote your business.
Do This: Draft verbal and written scripts to request reviews from happy clients.
6. Offer Complimentary “Skin Audits”
A low-pressure esthetician marketing idea to try is to offer complimentary skin “checks” that you follow up with first-time client treatment plans. Think of it as a free trial for your business — “Here’s exactly how I can help your skin.”
This strategy makes it easier for people to visualize themselves as your clients without the scary commitment. A skin audit could include:
- A visual skin analysis
- Any lifestyle factors affecting the skin
- Their treatment readiness
Afterward, offer a roadmap to address the client’s immediate skin focus and a three-month plan. With this consultation, you position yourself as a friendly guide and create a natural path to booking.
Do This: Plan how you’ll promote your complimentary “skin audits” on your website, booking page, social media, and even your business card.
7. Focus on Keeping Your Current Clients
Set up a loyalty program to retain your clients. Sustainable growth relies on retention, so don’t overlook your current clientele! Offer regular rebooking prompts via email or text to remind clients when it’s time for their next appointment and to highlight incentives for rebooking.
A loyalty program incentive should add value to your services, not detract from them. Think about how you can make an appointment even more “worth it” for clients. Try:
- A complimentary add-on, like a scalp massage
- Bonus consultation time
- Priority booking access
- Mini product samples
- Exclusive education events
Do This: Design a simple loyalty program based on your services and write clear client-facing copy to explain the incentives.
8. Leverage Liability Insurance as a Trust Signal
Carry esthetician insurance and leverage it as a signal of your professionalism. Not only does this coverage give you peace of mind and protect your business financially, but it also demonstrates your high care factor. It’s a smart, effective way to boost your credibility!
Mention your insured status on:
- Your website
- Dedicated social posts
- New client confirmations
- Check-in emails with clients
Trust is a core aspect of esthetician marketing, and carrying insurance conveys safety, professional standards, and real accountability.
Do This: Purchase esthetician insurance from Beauty & Bodywork Insurance (BBI) and install your insurance badge on your website.
9. Follow a Weekly Esthetician Marketing Routine
Follow a weekly marketing routine to keep yourself on track. This breaks your entire strategy into manageable tasks you can easily fit into your day-to-day.
Download our free marketing routine checklist to get started!
Keep Glowing Up With BBI
Marketing your esthetics business doesn’t have to feel overwhelming. Implement these strategies into your weekly routine to start seeing consistent, sustainable growth!
While you’re at it, why not cover your business today? BBI’s esthetician coverage starts from $9.99/month, follows you wherever you work, and covers 250+ beauty and bodywork services under one policy. Like the final layer of moisturizer to lock in a skincare routine, insurance protects your practice from life’s unexpected moments.
FAQs About Marketing an Esthetics Business
How Do I Market My Esthetician Business if I’m Just Starting Out?
Start marketing your esthetician business by creating a website, claiming your Google Business Profile early, and collecting positive reviews. From there, focus on retaining your clients and building your social media presence with content that showcases your expertise and personal brand.
How Often Should Estheticians Post on Social Media to See Results?
Post 3–4 times per week on social media to stay visible and connect with future clients. Aim for content that is consistent, educational, and authentic to show your audience why you’re the right esthetician for them.
Do I Need a Website, or Can I Just Use Social Media and Booking Apps?
You can start with social media and booking apps, but a website builds long-term credibility and control. Even a simple one-page site helps you show up in search results and boost client trust in your business.
Should I Mention My Esthetician Insurance In My Marketing?
Yes! When done correctly, your insured status communicates that you’re trustworthy and professional. It reassures clients that you take their safety seriously, so add it to your website, booking page, and occasional social media posts.
