How to Build The Spa Business of Your Dreams

Posted by Sarah Kinsler-Holloway on

We often get DMs or posts in our in our FB group like this: "I post on social media daily, and I run Facebook ads, but it's not generating income and I"m at a loss. I don't know what else to do" 

And to that we say: that is not enough, and that is not where you should even start.

You cannot start a business posting on Instagram, and running Facebook ads and expect to be #bookedandbusy - Sorry but that is not what gets you there.  Maybe for some it has worked, but that is not the norm, and I wouldn't use that as a business model.

Being an entrepreneur means putting yourself out there, getting real uncomfortable, and then still showing up day in and day out regardless of your losses.

If you're just starting out, or maybe you're struggling here are some tangible ways you can grow your business:


We know 𝐧𝐞𝐭𝐰𝐨𝐫𝐤𝐢𝐧𝐠 is a buzz word, but it's true!  Hit the streets, get scrappy, build relationships with other small businesses.  We recommend becoming friendly with other female owned businesses that aren't in direct competition but that compliment what you have to offer. Think yoga studios, candle makers, those who develop their own products that align with your business model, etc.   You can even reach out to realtors, post in Facebook mom to mom groups, reach out to someone who is well connected within your community.  Join a club, volunteer.....seriously, there are so many ways to organically grow your business.

If you're short on clients, get your friends and family in so you can start building your portfolio of before and afters.  

Look through the eyes of your prospective client.  What will their experience be like?  How can you stand out? Is booking an appointment easy?  Do you have a website? Did they get confirmation texts with an explanation of what to expect?  Is your space cozy?  Is it clean?  Do you have music?  A signature scent?  Do you feel comfortable/knowledgeable enough to do a facial consultation? (If not, there are plenty of cont ed opportunities).  Do you offer retail?  Do you follow up?  Do you keep notes about what you talked about so it's easy to pick up where you left off? 

Reach out to your small business association.  When we started our business our SBA linked us to a consultant, who helped us for  𝒇𝒓𝒆𝒆. He sat down with us and brainstormed, helped us with our business plan, went through our website and pointed out things that were potentially hurting us, analyzed our SEO, gave recommendations on changing platforms and so much more!!!  He is seriously amazing!  Your SBA is a treasure 

There will be times you will get discouraged. That's the life of a business owner.  What's important is what you do when that happens.  For us, we step away.  We step away for clarity, and then jump back in with a new perspective.  Every day won't be amazing, and that is okay. If everyday were easy and wonderful, everybody would own their own business.  
It's hard, but it's also the most incredible thing to watch something you've created take off. It brings new purpose to your life, builds your self-confidence, provides daily inspiration, and so on. 

So when you start to feel defeated, and impostor syndrome sets in, simply tell those voices in your head to kindly fuck off. Silenzio Bruno. 

Do everything with purpose.  From your facial massage, to wrapping your customers orders prior to being shipped.  Do. Everything. With. Purpose. 

Purpose breeds trust, it brings clarity, it creates cohesiveness, all of which are important in running a business.

Stop comparing yourself; it can be paralyzing.   Just know, there will never be another you. You offer something that nobody else can, and your ideal client will find you and stick with you because of it.  Trust that is the truth.

We hope you found these helpful, and hopefully we inspired you.  You can absolutely do it, you just have to take action.

In business and skincare,

← Older Post Newer Post →

Leave a comment

Blogs for the Modern Esthetician

back bar save money

Tips to Get Backbar Costs Back Down

By Julie Lucchese

It seems like we always focus on our service prices. Price increases, charging what we’re worth, etc. Yes, all important. But, let’s consider going the...

Read more
Cryo Cryofacial Caps

A Cooling Treatment For All Skin: The Cryofacial Caps by KrX

By Julie Lucchese

The Cryofacial Caps by KrX is a unique, water-activated mask. When mixed with cold water, this highly nutritive powder blend transforms into an icy mixture....

Read more