Many estheticians are a jack of all trades. They can do skincare, makeup, lashes, brows, all with the right certifications. And while expanding your skillset and portfolio can open the door for many opportunities, finding your niche can really make you special. Once you perfect your craft and establish yourself as the expert, clients will begin to gravitate towards you for that particular service. This will lead to word of mouth, attractive reviews, and an increased following online. Before you know it, you will be the go-to esty for everything lashes, brows, or skincare! This will bring you more profit for your business.
Here are the top reasons why finding your niche in the beauty industry is essential!
1.You’re the Best at What You Do
Finding your niche and sticking to it allows you to immerse yourself into learning everything and anything about it solely. This will make you the best of the best at what you do. Many beauty professionals don’t perfect one skill before jumping into the next. While you may be able to do a lot, the truth of the matter is, there are hundreds of estheticians who can do a lot, too. But are they the best at what they do? You want to make sure you build a reputation with the skills, knowledge, and talent to back it up. You want your clients saying, “Oh my god, I know the best brow artist for brow lamination. Let me send you her information!”
2. You’re Loving What You Do Every Day
Be happy every day! Let’s be real, you’re not going to love or believe in every approach to beauty. If you are passionate about organic skincare, then fully immerse yourself in clean beauty! Love aesthetic medicine? Become a medical esthetician! You won’t have to waste a second devoting yourself to practice or service that does not align with your talents, skills, and values. This doesn’t mean you cannot tap into multiple passions, but if something does not serve you, why not pass it along to someone else and focus on what does?
3. You Appeal to Your Ideal Client
You wouldn’t believe how many clients want an esthetician specializing exclusively in acne treatments or prefer natural brows over defined, thick brows. You want to appeal to clients who share your unique style. A Bride who is into Boho Beauty will be attracted to your portfolio if the looks align with what she wants for her big day. In the same way, if you promote the best anti-aging treatments, the more mature clients you will get in your treatment room. The more specific you are about solving one’s problem, the more they will trust you to be the one to solve it. No matter what you choose to do, there will be a client out there waiting for you to find them. All you have to do is let them know you exist by speaking directly to them.
How do you define your niche?
If you haven’t already defined your niche, that’s okay. The fun part about this industry is that there is so much you can do. It may come naturally, or it may just take a bit of exploration on your part! Your niche can come down to the type of services you offer, your target market, and the type of products you sell. You will need to ask yourself critical questions. How do you envision your dream business? What can you see yourself doing every day and loving?
Other great questions, which are often overlooked, are who are you doing it for and who are you NOT doing it for? More often than not, estheticians are drawn to the field because they want to make other people feel good, but not many estheticians pay attention to who they want to serve.
Defining your target market and why you do what you do can give you a greater sense of purpose. It will also allow you to create a fantastic customer experience authentically and effortlessly!
For example, imagine a spa that specializes in care for college students. It would be strategically located near a college and offer services to help combat the stresses of finals and offer glam for the gals before Game Day or Graduation. You can get fun with your marketing and offer discounts around finals and before Spring Break!
There will always be competition in the esthetics world, which is why setting yourself apart can bring you great success. And there is still business to go around for everyone! If you specialize in adult acne, really brand yourself on THAT! Perhaps your esty bestie specializes in oncology esthetics. She can refer to you your ideal client and vice versa! There are so many benefits to having a niche, and the more specific you are, the better!
Become a master at what you do! You can learn all about different industry niches by subscribing to LNE’s Digital Magazine!