Why I Don't Share My Skincare Lines on Social Media: An Esthetician's Perspective

As an esthetician who's still actively working in the treatment room and touching faces every week, I want to address something that frequently comes up on my social media: why I rarely - if ever - share which skincare lines I use in my practice.

Recently, I posted about implementing "simple innovation" in my business, which resulted in approximately $15,000 in bookings, product sales, and referrals within 48 hours. While many followers immediately asked about the specific skincare line, they missed the crucial point - it wasn't about the products themselves, but rather the innovative approach to introducing them.

Here's why I keep my product choices somewhat private:

1. I'm Not a Social Influencer

I've dedicated my career to educating estheticians on building profitable practices, not influencing product purchases. I don't accept payment for endorsements, and I never will. In fact, I once turned down a $15k infomercial opportunity because I couldn't authentically endorse a product I didn't believe in.

2. It Goes Against My Teaching Principles

Sharing product recommendations without proper context would contradict the business-building principles I teach as a coach and mentor. This approach would only fuel the "bright, shiny object syndrome" that already plagues our industry.

3. The Selection Process Is Complex

Choosing skincare lines is like dating - it requires time, careful consideration, and sometimes kissing a few frogs before making a commitment. My recent line addition took nearly a year of research, testing, and evaluation, including (among other things):

• Initial research and conversations with representatives
• Personal product testing for three months
• Consulting with other estheticians
• Evaluating product efficacy through a break period
• Assessing representative support and communication

Breaking Down Simple Innovation

Simple innovation is about implementing straightforward yet impactful changes in your aesthetics practice. These can be small, intentional shifts in services, marketing, or operations that create significant results without being overwhelming or too complex. The key is choosing strategies that align with your brand values and goals while remaining easy to implement and sustain.

Signs It's Time to Innovate:

Number one is you and your clients have a little bit of a bored energy. I know you've all felt it before. If you've been in this business for any length of time, or maybe if you're just starting out, start to pay attention to this energy, the energy that you and your clients have. And when it is feeling like boring or stagnant energy, it's a good time to innovate.

And number two is maybe you are booked solid and you need to make more per visit without simply raising your prices. Maybe you've raised your prices every year so you feel like you're capped out on price raising. You don't feel good about raising your prices, so it's time to innovate by bringing in something new and exciting that you can charge more for.

Final Thoughts

Instead of focusing solely on product choices, I encourage estheticians to concentrate on developing strategies and systems that create sustainable success. It's not about following trends or copying competitors - it's about aligning every business decision with your goals, values, and client needs.

For those interested in diving deeper into these strategies and learning more about implementing simple innovation in their practice, I share detailed techniques and approaches within the Beauty Biz Club community, where we focus on elevating practices while generating real, profitable results. Learn more here.

Listen to the Beauty Biz Show Episode where I talk about this here.