How to Build a Thriving Client Base in Aesthetics

Starting a business in the aesthetics industry can be exciting — and completely overwhelming. If you’re struggling to get your first clients or wondering how to maintain momentum after your training, you’re not alone. In a recent podcast conversation with Selena Downey, owner of Olive Health Beauty and Aesthetics and host of the Training in Aesthetics podcast, she shared practical, heartfelt advice for anyone starting out. Here’s a breakdown of the most valuable lessons she shared.

1. Start building your presence early – even before you’re qualified

Selena emphasises the power of social media. Don’t wait until you’re qualified to start promoting your business — build the buzz while you’re still training. Show potential clients the journey: your training days, setting up your treatment space, or sharing your excitement about the services you’re preparing to offer.

“People buy from people. They want to see who you are, that you look after yourself, and that you’re articulate.”

Even if you’re shy or camera-shy, push through the awkwardness — being visible is non-negotiable in this industry.

2. Educate Your Audience, even if you’re just starting

Don’t worry about having dozens of before-and-after shots when you’re new. Instead, focus on educational content. Explain how long it takes anti-wrinkle treatments to kick in or what a skin booster actually does. These bite-sized bits of knowledge not only position you as a professional but also help build trust.

3. Make most of reels and local facebook groups

Instagram reels drive huge engagement, even if you’re not a social media expert. For those less confident on Instagram, Selena recommends local Facebook groups — from mums’ groups to local business boards. Just be sure to follow the group’s advertising rules strictly.

4. introductory deals can be a game-changer – if used wisely

Offering launch discounts or deals can help get people through the door. Selena admits she did “crazy deals” early on, not to undercut the market, but to build relationships.

“My philosophy was: if you just came and met me, saw my clinic, and how passionate and caring I am, I’d keep you coming back.”

Just be prepared that some people will chase the cheapest offer — but even they can help you gain experience.

5. Repeat Business is more valuable than new business

There’s often too much focus on getting new clients. But as Selena puts it:

“That one client in front of you isn’t just one client — they could be ten. Treat them like they matter.”

Creating a warm, memorable experience encourages referrals. Clients talk. Treat them well, and they’ll spread the word for you.

6. Never stop learning – it’s not optional

The industry moves fast. New trends (like polynucleotides) pop up constantly, and clients will ask about them.

Selena books regular training courses to stay current, but she also recommends free resources — Facebook groups, WhatsApp chats with other practitioners, and simply networking. Sharing knowledge is powerful and keeps you from feeling isolated.

“You will not survive with your client base or gain new clients if you stop learning after your first course.”

7. Ditch the pushy sales tactics – be human instead

Selena’s most powerful point is how she interacts with clients. She doesn’t upsell or point out flaws. Instead, she asks them what they see when they look in the mirror — what they want to improve. That empathy builds trust.

“Women beat themselves up more than anyone. They don’t need me pointing out what’s ‘wrong’ with them.”

A thoughtful consultation and a gentle approach go a long way in an industry often seen as superficial.

8. Take the time for real consultations

Book long sessions with new clients. Offer tea. Explain everything in detail. Many clients, Selena says, have never had that level of care, and it makes them feel confident and safe. This isn’t just good service — it’s what keeps people coming back.

9. Perseverance is everything

You can do all the “right” things and still feel like it’s not working. That’s normal. Don’t compare your beginning to someone else’s middle. And don’t quit.

“Rome wasn’t built in a day. Don’t look at what someone else is doing and think you’re failing.”

Consistency and patience, alongside real connection with your clients, are the keys to long-term success.

Gain the Best Aesthetics Clients

Building a client base in aesthetics is not just about injecting filler or offering perfect results. It’s about building trust, educating your audience, and staying committed to your growth as a practitioner. Selena’s advice is a refreshing reminder that empathy, authenticity, and continued learning are just as important as the treatments themselves.