Starting a beauty business could be the best thing you do in your life, but it also comes with a big learning curve. I’ve spoken with several different, experienced salon owners; while no one story is the same, there are a few key lessons they all shared with me. These are things many professionals say they wished they’d known earlier.
If you're ready to launch your own salon business or are still planning how to build your beauty empire, these insights can help you avoid common mistakes.
1. Choose Between Being a Generalist or a Specialist
One of the first decisions you'll need to make is whether to focus on a wide range of services or specialize in one area. Being a generalist allows you to work with different types of clients and explore various treatments. It’s a good way to discover what you actually enjoy and where your strengths lie.
On the other hand, only doing something like bridal makeup or skin treatments helps you stand out in a niche. While the pool of potential clients is smaller, you can build a strong network in your particular niche, helping both retention and growth. Your choice will influence everything from your pricing to your branding, so it's worth thinking through early.
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2. Your Products Reflect Your Values
What you put on your shelf matters. The products you carry send a message to your clients. Are you offering organic or eco-conscious brands? Or are you sticking to high-demand, mainstream options? Both are valid, but your decision should align with the values of your target audience.
In some neighborhoods, clients expect luxury products and are willing to pay for quality and sustainability. In other areas, affordability and familiarity might be more important. Your product selection should match the needs and expectations of the people you serve.
3. Location Shapes Client Experience
Your business location does more than determine foot traffic. It sets the tone for what kind of experience people expect when they walk in. For example, if you're located in a high-income area, your clients may look for an elevated experience with thoughtful design touches, soft music, and even complimentary water bottles.
In contrast, if your audience is more price conscious, those extras may not matter as much. Instead, focus on efficiency, reliability, and delivering consistent value. Understanding the people around your location helps you make smarter decisions about everything from pricing to decor.
4. Build a Brand That Shows Who You Are
Clients don't just care about your work. They also want to know you. That's why personal branding is so powerful. Instead of only posting photos of your services or promotions, try mixing in content that reflects your growth and passion for the industry.
Share photos from workshops, post about new skills you’re learning, or talk about industry trends you're excited about. This type of content builds trust. It also helps you connect with peers who respect your work and might refer clients your way. People are more likely to follow and recommend someone they feel connected to.
Next Steps to Build a Successful Beauty Business
The most successful beauty businesses are built with intention. Here are a few steps you can take based on the insights shared above:
- Revisit your services and ask yourself if you want to broaden your offerings or narrow your focus.
- Look at your product lineup and make sure it matches the preferences of your ideal client.
- Audit your space and see if your client experience aligns with what people expect in your area.
- Update your social media to show more of your professional journey, not just your finished work.
You don’t have to get everything perfect from day one, but making small, strategic adjustments can move your business in the right direction. Your brand, your space, and your story all matter. Choose them with care.
Aydin Asli
Chief Operating Officer | U.S. Country Lead
Instagram: @aydind0
Aydin is a business coach dedicated to the Beauty & Wellness industry. He is passionate about helping beauty professionals survive, succeed, and scale. With two decades of extensive experience working alongside top business owners across Canada and the U.S., he helps businesses strengthen their operations, enhance their marketing, and build lasting client relationships. He is a regular speaker and workshop host at leading industry events including IECSC, ICES, Premiere, and more.
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