SEPTEMBER 2026 MONTHLY BLOG
By Laura Hunnewell
How you decide to market your business is your decision. Many businesses find success with social media. I hired someone to do it for me, but for my business, it truly came down to word of mouth, referrals, and connecting with my community.
I am not trying to deter you from using social media. Instead, I encourage you to tap into your community for good reasons:
If someone is truly happy with your services and they notice an improvement or enhancement in the way they look and feel after a session, they are going to talk about it. I am not saying social media is bad, it just didn’t do a thing for me. And, honestly, it is a personal choice for me not to use those types of platforms.
Invest in little bags that are reusable. It is more impactful to use sustainably sourced items than to buy cheap bags that will just end up in a landfill.
Years ago, I owned my own skincare store where I did tons of events and curated custom takeaway bags for my clients. I also worked in events for a corporate surgical device company, so adding personal touches, creating fun experiences, and putting together thoughtful giveaways has always been something I really enjoy.
I am also a huge fan of crystals! I keep a large display of my own crystals in the studio, but I also have a special section set aside for first-time clients to choose one to take home with them. You might be surprised how excited they get when they come back for their next appointment and tell you about how they keep their crystal in their purse, on their desk, or somewhere special at home.
It is such a small gesture, but it gives them something personal to remember their experience and, hopefully, gives them one more reason to look forward to coming back.
I do the same with consultations. I charge a fee, but if they end up booking a facial, they will receive a credit from that fee. It gives the consultation value while also creating an opportunity to build a relationship.
Stock your local yoga or Pilates studio bathroom or shower area with some Quiet Wash, Mist Me, and your business cards. This can surprisingly lead to new clients who want to find out where they can purchase the products and learn more about your services.
Plus, Hale & Hush product names like Soothe Essence Serum, Quiet Wash, Berry Boost, and Charcoal Clarifying naturally align with personal health, wellness, fitness, and calming yoga classes.
“Better Together” is a regular event my friend Jill and I do together. She teaches a short yoga class, and I offer free consultations with a sign-up sheet. Sometimes I even bring my red light over and offer express facials in the back room of her studio.
It makes for a super fun event, and people love having something fun to do with a friend, by themselves for some quiet time or to meet new people. It is a great way to introduce yourself and your services in a relaxed environment without making the whole event feel like a sales pitch.
The fun thing about being on your own is that you have the choice to do what you want and when you want. You can decide what feels right for your business, your budget, and your time.
If you don’t work independently, ask your boss if they would consider supporting you in getting involved with community events and education based marketing.
Tap into your creativity! Think about the businesses, events, and communities that naturally align with your services and the clients you want to attract. Marketing doesn’t always have to look like an advertisement. Sometimes it looks like showing up, educating, supporting another business, or creating an experience that people remember.
Sometimes wellness events will offer opportunities for you to set up a table with your brochures, sell products, or offer free samples. Give it a try and trust your gut- either give away 20% off first-time facial cards OR put in the time to set up an express facial station.
Sometimes it works out beautifully, and sometimes it simply gets your information into the hands of someone who is looking for a facial. And sometimes, that one person becomes a new client.
I’ve done pop-ups with a local jewelry store and a pastry chef who was just starting out on her own. They were such fun events! Everyone got a little treat, enjoyed a lovely afternoon, and the businesses complemented each other so well. We made it about taking time for yourself, bringing a friend, and simply enjoying a nice afternoon together.
You might be surprised how many people, even if they don’t buy anything, will walk out with your card or brochure.
Plus, you are adding to the idea of connecting in person, which seems to be less common as everything becomes more accessible through online ordering.
I cannot tell you how many new clients I have received from people searching for facials near me, especially those looking for sensitive skin care, oncology needs, or LGBTQ+ friendly spaces for facials in the area.
Many people who have just moved to a new city have no clue where to go. But once they see where you are located, what you offer, and that you are inclusive and welcoming, you may become the person they choose to contact.
Make sure your Google Business profile reflects who you are, what you offer, and who you serve.
I have always been a fan of handwritten notes sent through the mail! Who doesn’t like getting a card saying they are appreciated?
In a time when everything is automated, it is a simple, kind gesture to take a minute out of your day to write something personal.
Stay on top of the task by sending new client thank you cards after you finish your day. Or, at least, make a list of the ones you need to write and get them out when time allows.
Your clients will appreciate that you remembered them and took the time to send something personal. It is such a small thing, but it can make a big impression.
Community isn’t just potential clients. It’s other estheticians, local businesses, current clients, and the people who support your business.
Human connection is important to our well-being, and relationships matter. You don’t have to be everywhere or constantly marketing yourself! Be yourself and give people a reason to remember you. Sometimes, simply showing up, being kind, supporting others, and creating genuine connections can be some of the best marketing you do.
I have met some of my favorite people in the esthetics industry, and it doesn’t have to be about competing with one another. Support each other, share ideas, and treasure your Esthi pals. You never know where those relationships might lead or how much they might mean to you along the way.
“Find out who you are and do it on purpose” – Dolly Parton
