Your First 10 Clients: How to Attract and Retain Customers for Your Beauty Business
When I opened the doors to my beauty business, excitement and nerves intertwined like a tight French braid. It wasn’t just about mastering lash lifts or perfecting wax services—it was about finding my first 10 clients and keeping them coming back. If you’re embarking on this journey, let me take you step by step through proven strategies to build your client base and create loyal customers who champion your brand.
Before attracting your first client, take a moment to define your vision. Who is your ideal client? Is it a busy mom who craves a quick but luxurious wax session? A young professional seeking clear skin and confidence? Identifying your niche will help you craft services and marketing messages that resonate.
For me, it was clear from day one: I wanted to serve busy women who needed efficient, results-driven beauty services. By focusing on this group, I made every decision—from the décor of my workspace to the products I stocked—about making their lives easier. The clearer your vision, the easier it is to attract your tribe.
The first step in getting clients is giving them a reason to choose you over countless other options. Your “irresistible offer” doesn’t have to mean slashing prices. It’s about creating value that feels too good to pass up. Limited-time discounts, bundled services, or VIP treatment can work wonders. For example, offer 20% off your first service for the first 10 clients, pair a brow lamination with a free mini facial, or create a “New Client Experience” that includes a consultation, personalized skincare tips, and a small gift like a travel-sized serum.
When I launched my business, I offered a “Glow-Up Package” for first-timers: a brow shaping, lash lift, and a 15-minute skin consultation. The goal wasn’t just to book appointments—it was to make every client feel special, pampered, and eager to return.
Social media is your storefront, and Instagram, in particular, is where beauty businesses thrive. Document your journey by sharing behind-the-scenes moments like preparing your workspace, unpacking products, or even taking certification classes. Authenticity builds trust. Highlight client wins with before-and-after pictures (with permission) and use testimonials to showcase your results. Engage consistently by replying to comments and DMs quickly, using polls and question stickers in Stories to learn what your audience wants. I ran a simple poll asking, “Which would you rather skip: mascara or foundation?” It brought new followers and inquiries.
Don’t underestimate the power of running targeted ads. For as little as $50, you can promote a post to local users. Focus on a 10-15 mile radius and target demographics like age and interests such as skincare, waxing, or beauty treatments.
The beauty business thrives on community. Partner with nearby businesses like gyms, yoga studios, or coffee shops. Leave flyers, cross-promote, or set up a pop-up booth to showcase your services. Attend local events where you can introduce yourself to potential clients, like fairs or markets. Referral incentives work wonders too. Encourage word-of-mouth marketing by rewarding clients who refer others. For instance, give both the referrer and the new client $10 off their next service. My referral program landed me three of my first 10 clients.
Your first interaction with a client is critical. Whether it’s through your website, a phone call, or their first visit, everything needs to scream professionalism and care. Invest in a simple, user-friendly website with clear service descriptions, an easy booking process, and your contact information. This acts as a 24/7 salesperson for your business. When clients arrive, make them feel at home with a warm greeting, soft music, and complimentary refreshments. For example, I offered spa robes and herbal tea, elevating the experience instantly.
Take the time to conduct thorough consultations. For every first-time client, I spent 10 minutes discussing their goals and skin concerns. Listening attentively made clients feel valued and ensured I could tailor my services to their needs.
No marketing tactic beats offering an experience so good that clients can’t help but talk about you. Focus on attention to detail, like pre-heated towels and spotless tools, and educate clients by explaining each step of your process, whether it’s a lash lift or wax. I also gave first-time clients a small aftercare kit with detailed instructions. This extra touch showed I cared about their results beyond the appointment.
After a client’s first visit, the goal is to nurture the relationship. Follow up with a thank-you message 24 hours later, including a reminder of any aftercare instructions. A week after the appointment, check in to see how they’re doing and gently remind them to rebook. Occasionally, send texts or emails offering loyalty discounts to returning clients. For example, “We miss you! Rebook within the next two weeks and receive $10 off your next service.”
A loyalty program turns occasional clients into lifelong ones. Mine was simple: clients earned points for every service, and after accumulating a certain number, they received a free treatment or a discount. Not only did this system keep clients coming back, but it also encouraged them to try additional services.
As your business grows, so should your skills. Stay updated with industry trends and continuously improve your craft. Clients notice and appreciate a commitment to excellence, whether it’s through attending workshops or investing in high-quality products.
One thing I didn’t fully anticipate was how emotionally fulfilling it would be to connect with my clients. Many shared their life stories during our sessions, and I learned to listen with empathy. These genuine relationships became the foundation of my business. For example, one of my first clients confided about her insecurities with her skin. After months of consistent facials and product recommendations, her confidence blossomed. She became not just a loyal customer but also one of my biggest advocates, referring countless others to my business.
Once you’ve mastered attracting and retaining your first 10 clients, the next step is scaling. Use their testimonials, reviews, and word-of-mouth referrals to expand your reach. By consistently delivering value, your reputation will grow organically.
Attracting and retaining your first 10 clients may feel daunting, but every step you take—no matter how small—builds momentum. Focus on creating value, building genuine relationships, and offering exceptional service. Those first clients are more than just appointments; they’re the foundation of your success story. Whether it’s the mom who comes in for a quick brow shape or the young professional seeking glowing skin, each client represents an opportunity to make a lasting impact. Treat them with care, and they’ll reward you with their loyalty and referrals. Your beauty business isn’t just about providing services; it’s about transforming lives—yours included. And trust me, when you see those first 10 slots on your calendar filled, it’s the best feeling in the world.
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