How to Build a Thriving Aesthetics Business: 7 Lessons from Fiona Macaskill

The aesthetics industry is booming—but technical skills alone won’t guarantee success. Whether you’re just starting out or you’ve been in the game for years, understanding the business side of aesthetics is crucial. Fiona MacAskill, Founder of YDY Business Coaching, shares powerful insights from her years of experience helping practitioners turn their passion into thriving aesthetics businesses.

Here are seven key lessons every aesthetician should take away from the interview:

1. Strong Roots= Lond-Term Success

Fiona’s coaching method is built around the metaphor of a butterfly tree: to attract clients (the butterflies), your business needs deep, stable roots.

“Most people jump straight into marketing and treatments without laying the groundwork,” she explains. “But without roots—vision, values, systems, targets—your business won’t stand strong when challenges come.”

Your action step: Define your business vision, set clear goals, and create systems to support growth before focusing on social media or new treatment launches.

2. Don’t Skip the Business Training

Many practitioners invest heavily in technical training—but forget the business essentials. Fiona regularly sees skilled aestheticians struggling because they lack business and marketing know-how.

“If you just keep gaining clinical skills but never learn how to market and manage your business, you’ll struggle to grow,” she says.

Your action step: Make time to learn about finances, marketing strategy, client retention, and business planning—ideally with a coach or mentor who can guide you.

3, Mindset Matters more than you think

One of the most common issues Fiona sees isn’t lack of talent—it’s mindset and overwhelm.

“People compare themselves to others online and get stuck in paralysis,” she says. “You feel like you’re doing everything, but making no progress.”

Your action step: Focus on your goals, not what others appear to be doing. Take small, consistent steps—and work with someone who holds you accountable.

4. Social Media isn’t everything

Fiona warns against putting all your eggs in the Instagram basket.

“Most people spend 80% of their time panicking about social media,” she says. “But social platforms only account for a small portion of actual bookings.”

Your action step: Build multiple layers of marketing—like email campaigns, SEO, client referrals, and local partnerships. Diversify your strategy so you’re not dependent on one channel.

5. Know your Ideal Client

Trying to appeal to everyone? That’s a mistake.

“If you’re marketing to everyone, you’re marketing to no one,” Fiona says. “Everything should be built around your perfect patient—from your services to your language.”

Your action step: Create a clear profile of your target client. Understand their needs, fears, and lifestyle—and speak directly to them in your marketing.

6. Plan like a pro

Many aesthetics businesses lack a clear plan. That’s a major roadblock.

“Planning your business is a miracle move,” says Fiona. “It makes everything easier—your marketing, your schedule, your growth.”

Your action step: Take time to map out quarterly goals, marketing activities, client retention plans, and revenue targets. A simple mind map or spreadsheet can go a long way.

7. Get a coach – or accountability partner

Even seasoned entrepreneurs need support. Fiona believes strongly in the power of coaching.

“Coaching helps you unpack your thoughts, focus on what matters, and move forward faster,” she says. “Coaches have coaches for a reason!”

Your action step: Find a business coach, mentor, or accountability partner who can challenge, support, and guide you through each stage of growth.

Build a Thriving Aesthetics Business in 2025

Whether you’re just starting out or stuck at a plateau, these lessons can help you build a beauty business that lasts. The aesthetics industry is filled with opportunity—but only if you treat your business like a business.

As Fiona puts it:

“You need to do something uncomfortable every day in your business. If you do that for 90 days straight, you’ll be amazed at what you can achieve.”