Are You Building A Beauty Business Or A Beauty Brand?

Jenny opened her lashes extensions salon and did an amazing job in marketing her services on Instagram. Her business is booming. She gets amazing reviews. Everybody wants to collaborate with her. She’s almost like an influencer. But there’s one problem. Jenny has no time to do anything else but work. Jenny is not feeling well, despite her success. She has a toddler and mom guilt keeps her up all night.

Can you relate with Jenny? Is your beauty business booming and now you’re starting to feel like this is too much?

Keep reading, ‘cause we are giving you our ultimate recipe to make money doing what you love, without losing your life.


Grow A Beauty Brand- Not Just A Beauty Salon

While brand and business overlap and work together, they have different purposes and goals. 

For instance, if Jenny keeps growing her lash extensions salon without making changes to account for the growth, she will be out of business sooner than later. The best way to avoid this pitfall is by having a business model where Jenny considers, at some point, scaling her business with more people, more income streams, and more ways to leverage her audience. 

This is where building a brand makes sense and can become another source of income itself down the line.


Business vs. Brand

In the digital-everything era, a beauty salon should not be limited to the revenue they can generate from hair treatments. is a great example to picture a big-picture of how far your brand can go. 

What would you do if you have a community with 3.2 million followers?  


Just imagine… Your great work being amplified, to a point that doing lashes is a small piece of what you do. You would have several other streams of income that are on autopilot. With the right systems in place, you can earn passive income. 

While building a brand is very exciting, you might not have all the resources you need in order to take your new beauty business to that level. However, that doesn’t mean that you don’t have this phase of turning your business into a brand-based model. You can consider this as part of your business model, and make a plan to scale. The only way to reach a brand goal is to go through the steps to grow proportionally and arrive at your goal with the supportive tools required. 


Business Path

You will probably pick the business path for your starting point as it is the more common and well-known path.

If you decide you want to stick with the business side, for now, it’s important to have a clear business model. In other words, how do you intend to continue making income? Is your industry going to stay profitable for years to come? Are your products competitive now, and will you need to catch up to new trends in a few years? Do you want to stay in the beauty industry or branch out?

Keep in mind that building a business also includes building a great reputation. You certainly want to build a strategy to give your business a solid presence in both, online and offline.

If you want to keep selling for a profit, you must learn how to leverage your position and pivot when needed. Your business might need multiple brand faces to keep selling as not all products work equally well in all market sectors. You might sell mainly beauty products, but specialty wet wipes might get more sales in the child care market. That does not mean there is anything wrong with your products or marketing, simply that some items will always perform better in some places. Take an objective look at your business and consider how you can leverage what you have built to make something longer-lasting. Your unique business situation and goals will act as guides so you can find the best path forward. 

Making your income strictly from a business means you will need help at some point. Hiring your first employees is tricky because you want people who are equally passionate about the business, but you also need skilled workers who will legitimately help you. Be very clear with your job listings and include details that you want in a dream team. There is nothing wrong with not hiring people as well. This is your business, so only bring on employees who add to your goals rather than hold you back. 


Brand Path

Making your income off of branding is a bit of a less straightforward path, but it is possible. Income from branding is typically closer to passive income with royalties than active profits like selling products. If you are not actively selling something, you must figure out passive income with your skills. There are a few different ways to pull income out of your business, but there is rarely a single path that will replace your typical income. 

In the brand path, content creation becomes the main focus. You’ll become a voice for a community. And the quicker you polish your ability to create amazing content, the quicker you will experience growth. 

You are an interesting person! So you might as well make money from sharing your thoughts on a website you built. Put your personality to work and show people how great you are while getting paid. 

Nowadays we have plenty of options to raise funds to create content. Patreon and other subscription models let creators make what they want to make, and fans pay to support the content directly, with some fans paying more to access certain content. Many blogs, online stores, and all varieties of websites have transitioned to a subscription model and found great success. 


The Subscription Model

The brand path also includes the subscription model. Here, the main ingredient is not just the content, but the traffic that you generate as a brand, from your raving fans. 

An excellent way to check if your website could pull off the paid model is by checking your website traffic. To get enough money from subscriptions to act as income, you need enough visitors in the first place. Look at your website metrics to determine if a community-based payment model could work for your goals. 

Growing your social media audience will be key, if you are planning to build a subscription model at some point. Create dedicated campaigns to grow your followers using Instagram- it’s the platform we recommend our beauty clients.



Looking at your possible futures is always scary, but research and planning can make it less intimidating. You have a beauty business now, but what do you want to build later, and what do you want your actions now to lead to later? You can choose any path, but at some point, you should choose between business and brand for your future goals as growing both at the same time is too much for a single person. 


How to pick which business model is best for your beauty business? 

By now we have given you plenty of options. If you’re confused, no worries. We are here to help!

We are a boutique firm specializing in helping small businesses get the attention and success they deserve and then create a plan that will help you reach your goals. With forensic marketing tools, we can take an objective look at your current status and work with you to create a plan that will address your unique pain points to get your business where you want it to go, even if that means leaving the business aspects behind.

Social Media Tips To Boost Your Beauty Business

The beauty industry took a hit like every industry during the pandemic, but the lockdowns and year of stress have made many people miss their beauty professionals more than ever. Customers cannot accomplish the perfect balayage they see on Instagram at home, and there are plenty of videos showing the results when everyday people try to replace beauty professionals. 

People are more eager than ever to get back to normal, including nail, hair, makeup appointments, or any other beauty service. Your customers need you. As you read this, there are thousands of people near you searching for a “hair salon near me”. Are you excited?

We can see you answering this like “Yaaaas!” 

Beauty business owners also want to get back to their clients and enjoy a bump in profits, but with so many businesses in the space, it can be hard to stand out and attract new customers. 

It’s time to boost your beauty business and that’s how you landed here.

The world we were used to a year ago has changed, and so has the way businesses attract customers. Thankfully, the beauty community has thrived on social media platforms like Instagram, YouTube, and TikTok, and businesses can use those same platforms to give brands a boost. 

You’re up to get a treat, as we are giving you nothing but practical tips with actionable steps. 

Just keep reading!

How Can I Promote My Beauty Salon On Social Media?

I can already see you thinking, can I really use social media for my business? There is more to social media than pretty pictures and young people? Is it truly good for my business if I do TikTok videos?

Yes, you can and should use social media for your professional business, particularly in the beauty industry!  

Promoting your beauty business on social media is not about posting before and after pictures with captions that push your offers directly. That will be considered as advertising content. Your audience doesn’t want you to sell them. They want to get sold.

A golden rule is always to put yourself in your user’s shoes. Flip that coin and assume you’re the follower instead of the business.

What have you wished a beauty business would say? What ads do you want to see? With your own business, you get to decide and use your personality to endear customers to your brand. 

With these tips and tricks for social media, you can get back to doing nail art, playing with makeup, and dyeing fantasy hair for more customers than ever. No matter your specific beauty business, you can use social media best practices to take your business to the next level. 

Everyone wants their business to succeed, so embrace the online world and use every method available to create your personal beauty empire. Unleash your inner influencer and use social media to help your business flourish in the increasingly online world. I can see you enjoying the benefits now; it just takes some work and adjustments to better your business. 

Instagram First Steps And Tactics

So it is time to start marketing your beauty business on social media; where do you start? The most straightforward answer is Instagram. Instagram is one of the largest hubs for the beauty community, and there is no shortage of customers. 

Instagram is a favorite home of the beauty community as most beauty is visual, so the picture-based format shows off beauty trends perfectly. There are massive accounts dedicated to the most beautiful hair, nails, makeup, photography, fashion, and more all fall under the beauty umbrella. There is a high chance that your customers will bring in reference pictures of things they saw on Instagram or Pinterest, so it only makes sense for your business to use those platforms too. 

Instagram for business might sound silly to some people, but the brands that adapt the fastest to the new social media norm get significant results using every social media platform on the market. Sponsored posts, #ad posts, and paid ad slots are all attractive business opportunities, and Instagram hosts some of the most desirable demographics. 

The first step to getting your business on Instagram is to create a business or creator account. You can convert a standard account into a business account or make a fresh one, but be sure you use a business account as it comes with additional features standard accounts do not have. If you convert an old account, ensure the account’s history is professionally acceptable as you do not want your brand dragged down by vacation pictures from years ago. The key to setting your beauty business up for success from day one is to treat your passion-based business like a business. Analytics and backend numbers are critical data to track performance on the app, but those features only come with a business account. 

Once you have an account, it is time to establish your brand presence and personality. You want your brand’s personality to stay consistent across all platforms, and your bio must include essential information or a link to your website, at the very least. You want to make it as easy as possible for customers to like a picture, video your profile, and then transition to your website to see more. Please do not lose your personality on social media, as businesses with humor, wit, and awareness are among the most popular brands because they connect with people. You should keep your posts professional and personable, and inviting, so customers see there is more to your business than just another retailer. 

The ideal flow to create your Instagram strategy would be, “I love that color, I haven’t seen something like that before. Who made it?” then a customer would click your profile and see the link to your website where they can buy the product they just saw. You can also put direct links to your products by tagging the image with backend features. The easier it is for customers to navigate your funnel, the more sales your business will enjoy, and your reputation will grow over time as word spreads. 

Do not be afraid to engage with your audience either. Start a fan photo competition or ask for the funniest caption on a post. You always want customers to engage with your brand and form a relationship that encourages long-term business loyalty. Get silly, be funny, ask questions, but the main goal is to show your human side to potential customers and give your audience a good taste of your brand’s flavor. 

Tips And Tricks To Boost Your Social Media In 2021 (Recap)

  1. Share great content instead of promotions.
  2. Always put yourself in your users shoes.
  3. Unleash your inner influencer.
  4. Optimize your bio to establish a solid brand presence.
  5. Show your personality. 
  6. Draw a journey of your future customers by thinking about their steps they will take when they love something you’ve shared.
  7. Find out-of-the-box ways to ignite engagement within your users.
  8. Don’t be afraid to show your human side.
  9. Use shopping features to add direct links to your products.
  10. Promote your content using Instagram Ads consistently.

Instagram Influencers

Instagram marketing tips and tricks are not complete if we don’t talk about influencers. But what does being an Instagram influencer mean? 

Influencers are Instagram users who have established credibility and an audience; who can persuade others by virtue of their trustworthiness and authenticity. Your brand’s ideal influencers are users that share your brand hashtag and or products who have the largest number of followers, so you can reach as many new eyes as possible. 

Influencers are a relatively new idea in the grand scheme of marketing, but they are highly effective at targeting niche markets and specific audiences. Wouldn’t you be more likely to buy a product if your favorite beauty vlogger suggested it? The power of influence should not be underestimated, and you should partner with influencers to promote your business and or products. Small business owners should reach out to influencers in the same niche or send products for a review to expand your reach. 

It may be tempting to reach out to top Instagram influencers, but small businesses do not get the best return on investment with big names. Top-tier influencers are picky about the brands they partner with and typically have a high price per collaboration, making them a bit of a waste for small businesses. You also do not want to be overwhelmed by too many customers or questions coming from a partner ad if your system cannot handle it. Imagine one person trying to manage all the questions and orders that come in after a top makeup tutorial channel promotes a product; it just is not possible nor desirable. Local and niche influencers are far more helpful to small businesses because the scale and price match for both parties. 

Everyone aims for and wants to reach the top, but the steps along the way are essential. Jumping right to the big influencers will not give you the overnight and long-term success you might dream of, so it is better to take it slow and go through the steps. It is better to go slow and steady than jump in with both feet and no life vest. Start by using similar niche influencers on one platform and get comfortable with that process before adding more to the equation. 

Building your brand is critical for your business, but be careful you don’t put one goal over the other. Your brand is the personality and characteristics of your business, but the business is what makes money. Influencers can contribute to both your brand and business, but it is something to keep an eye on overtime. 

Marketing Is Hard, We Make It Easier

You can read all the guides online, and there will still be aspects of marketing your new business that don’t make sense or take too much time for one person to finish. That is where we come in. 

We are a boutique firm that specializes in helping small businesses get the attention and success they deserve. With forensic marketing tools, we can take an objective look at your current status and work with you to create a plan that will address your unique pain points to get your business where you want it to go. 

Click here to learn about our Instagram Bootcamp & Coaching