Why My First Solo Attempt at a Business Failed (And What I Learned)

But here’s the thing: fortune is in the follow-up. And that’s where I completely fell short.

1. Terrible Consultations

I didn’t know how to properly consult with clients. I didn’t understand impaired barriers, and I wasn’t well-versed in my back bar. On a first-time client, I once put a blueberry enzyme on their skin. Why? Purely rookie mistake. And yes, one time a friend of Kylie Jenner came in, and I tried to “wow” her with a cherry enzyme. Terrible decision. My consultations lacked structure, and I wasn’t customizing treatments based on actual skin needs.

2. No Retail Strategy

I didn’t sell products. I literally sent clients to big box stores to buy their skincare. This was a massive mistake. If a client came in for acne or hyperpigmentation, I couldn’t prep their skin to move them up to stronger treatments. I went too strong too fast because I didn’t have a system to gradually introduce them. Without retail, I couldn’t create a proper regimen to prep skin for more advanced treatments, which affected results—and results equal retention.

3. Follow-Up Was Nonexistent

Even though I could get people in the door, they weren’t coming back. My follow-up was chaotic. And honestly, my massage techniques and the way I spoke with clients probably didn’t help either.

Lessons I Learned (And What You Need to Know Before Going Solo)

If you’re struggling with retention or results, here’s what I wish I knew:

• Learn your back bar inside and out. Know every product, every tool, every mixology possibility. If you’re specializing in skincare, know what an impaired barrier is, what a dehydrated barrier is, and how to treat each. It’s completely different than treating younger clients with healthy skin who have acne.
  
  
• Prep your client’s skin before treatments. Don’t jump straight to the strongest peel or enzyme. Start at the right level, prep their skin for weeks if necessary, and build up gradually.
  
  
• Have a retail strategy. Whether you’re a waxer, lash artist, or esthetician, give clients products to take home. Educate them, support their results, and let them know the cycle of treatments (like hair growth cycles or lash health) so they understand why follow-ups matter.
  
  
• Set expectations and say no when needed. If a client’s skin or lashes are compromised, don’t force a treatment. Be honest, create a treatment plan, and sell packages to lock them in. Retail often matters more than a one-time treatment, especially when someone’s barrier or condition needs care before moving on to advanced procedures.
  
  
• Follow up consistently. Results don’t stop in the treatment room. Check in, educate, and guide your clients so they see progress. That’s what keeps them coming back.

All of this taught me a crucial lesson: getting clients in the door is only half the battle. If you don’t know how to retain them, educate them, and create results they can see and feel, your business will struggle.

The first time around, I learned the hard way. But now, with experience, I understand the systems, strategy, and structure required to run a successful solo business. And yes—it’s all about the follow-up.

👉 Looking for more guidance on growing your esthetics business? Join the Money Making Esthetician Facebook Group for real-world strategies and inspiration—created by estheticians, for estheticians.

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