How to Confidently Set Your Prices as an Aesthetic Business
When it comes to pricing your services as an aesthetics business owner, it’s not just about covering costs or matching competitors—it’s about confidently claiming your value and aligning your prices with your unique expertise. Whether you’re new to the industry or a seasoned pro, setting your prices can feel like both an art and a science. Let’s break it down.
Why Pricing Matters Beyond Numbers
Your pricing is more than a dollar figure—it’s a reflection of your brand, expertise, and the value clients perceive. Nail your pricing, and you’ll attract your ideal clients, create sustainable revenue streams, and confidently stand out in a competitive market. Misstep, and you risk undervaluing your work or pricing yourself out of your target demographic.
1. Understand Your Costs and Goals
Before you even think about pricing, you need to know your numbers. This includes:
Direct Costs: Materials like skincare products, syringes, and devices used during services.
Indirect Costs: Overhead expenses like rent, utilities, and salaries.
Desired Profit Margin: What’s your ideal take-home after covering expenses?
Pro Tip: Use tools like QuickBooks Online (which integrates seamlessly with Aesthetic Record via Zapier) to track expenses and revenue, making it easier to calculate your baseline costs.
2. Research Competitors, But Don’t Follow Blindly
Yes, it’s crucial to understand what other businesses are charging. But pricing solely based on your competitors is a trap. Consider these factors instead:
How does your service quality compare?
What makes your client experience different?
Are you offering unique add-ons or premium touches they don’t?
3. Identify Your Unique Value Proposition (UVP)
Your UVP is what sets your business apart. It’s the combination of your skills, client experience, and results that justify your pricing. For example:
Do you use advanced technologies that few others offer?
Are you providing a luxury, concierge-style service?
Do you have unique certifications or extensive training?
When you’re clear about your UVP, your clients will be too—and they’ll be willing to pay for it.
4. Consider Tiered Pricing or Packages
Tiered pricing and packages not only make your services more accessible but also incentivize repeat bookings. Examples for aesthetic businesses:
A Botox package with incremental discounts for multiple units.
A membership program with monthly perks like discounted services or exclusive access to new treatments.
Pro Tip: Bundling services with add-ons like sunscreen or aftercare kits elevates the experience and increases perceived value.
5. Use Tools to Simplify Pricing and Tracking
Streamline your pricing strategy and track revenue effectively with the right tools. Here’s what we recommend:
Aesthetic Record (Booking Platform)
Provides cost analysis features to track revenue per service, top-performing treatments, and client retention.
Tailored for the aesthetics industry, it’s built to support your unique business needs.
QuickBooks Online (Accounting Software)
Simplifies revenue tracking and expense management.
With Zapier, integrates seamlessly with Aesthetic Record to sync payments, track profits, and generate financial reports.
Typeform (Feedback Tool)
Creates engaging feedback forms that clients love.
Integrates with Aesthetic Record via Zapier to send automated feedback requests post-appointment.
Pro Tip: Use feedback tools to refine your services and identify what clients value most.
6. Set Pricing with Confidence, Not Fear
Your pricing communicates your worth to potential clients. Avoid the temptation to lower prices to close deals. Instead:
Focus on delivering an exceptional experience that matches the price tag.
Create value-add options like financing plans or first-time client bonuses.
7. Periodically Review and Adjust
The beauty industry evolves quickly, and your prices should reflect that. Every six months, reassess:
Material and operational costs.
New certifications or services you’ve added.
Shifts in your target market’s spending habits.
The Power of Pricing Done Right
When you set your prices with intention, they become more than just numbers—they become a tool to grow your business, reflect your expertise, and attract clients who truly value your work.
Need help crafting a pricing strategy that aligns with your goals and UVP? Let’s chat—your next level is just one confident pricing strategy away.
