As estheticians, we do so much more than provide treatments – we guide, educate, and empower our clients on their beauty and wellness journeys. They come to us seeking solutions, advice, and transformation – not just for their skin, but for their confidence and overall well-being.
The vulnerability they share with us in the treatment room is a privilege, giving us a powerful opportunity to deepen trust and make a lasting impact. But our role doesn’t end when they step out of the treatment room. What happens between appointments is just as important as the service itself.
This is where retailing comes in – not as a pushy sales tactic, but as an extension of our care.
When done thoughtfully, retailing beauty products can elevate results, build trust, and empower clients with the tools they need to maintain their progress, ultimately enhancing both their confidence and our business.
Tiffany Underwood’s Retailing Philosophy – It’s More Than Just Sales
Let’s be honest—retail can feel intimidating in our industry because many professionals view it as sales-driven rather than solution-focused. But here’s the truth: retailing isn’t about pushing products; it’s about providing solutions. If a client is investing in a service, why wouldn’t we also provide them with the tools to maintain and enhance their results at home?
Clients come to us for guidance. They trust us to recommend the best treatments for their skin, so naturally, they should trust us to guide them in selecting products that will support their progress. Whether it’s a lash serum to keep their extensions healthy, a lip balm to nourish and enhance their pout, or a skincare regimen to maintain their glow, retailing is about ensuring they have everything they need to feel confident every day—not just on appointment days.
February 2025 L+A Report
Medi-Beauty Trends for 2025
Beauty trends for your practice from laser treatments to tinted primers!
2025 is about re-imagining beauty! We beg of you to let go of conventional thinking because – there’s nothing conventional about the treatment options available today!
Please join us —– over here —- outside of that box!
3 Ways Strategic Retailing Can Build Client Trust
One of the biggest misconceptions about retailing is that it’s separate from the service itself. In reality, it’s an enhancement of what we already do. Here’s how strategic retailing can build trust and improve client satisfaction:
1 Education Creates Confidence
Clients don’t just want to be told what to buy; they want to understand why. Explaining ingredients, usage, and benefits positions us as experts and ensures they feel good about their purchase. For example, if a client is constantly battling dry, chapped lips, we can explain why a hydrating lip mask with peptides will not only soothe but also improve the texture over time.
2 Consistency Drives Results
We all know that skincare is about consistency. A single facial won’t transform skin overnight – clients need at-home maintenance. The same goes for lash and lip care. A client investing in a lash lift will see longer-lasting results if they use a nourishing serum between appointments. A client getting lip treatments can maintain hydration and plumpness with the right balm or gloss. When they see ongoing improvements, they’ll credit you as the reason for their success, strengthening their loyalty.
3 Authenticity Matters
People can sense when a recommendation is genuine. When we only suggest products we believe in and have personally vetted, clients trust that we have their best interests at heart. If we wouldn’t use it ourselves, why would we sell it? Staying true to our philosophy—offering only what we know will enhance their experience—builds a solid foundation for long-term relationships.
5 Practical Tips To Make Retailing Feel Seamless + Natural
If you’re hesitant about incorporating retail into your business or want to refine your approach, here are some practical tips to make it feel seamless and natural:
1 Know Your Products Inside and Out
The more educated you are about your products, the easier it is to recommend them with confidence. Learn the ingredients, benefits, and how they complement your services. When you can answer a client’s questions effortlessly, your recommendations feel more like expert advice rather than a sales pitch.
2 Make It Personal
Generic product recommendations won’t resonate. Instead of pushing the same items on everyone, tailor suggestions based on the client’s needs. Ask questions like:
- “Are your lips prone to dryness, or do you enjoy a glossy shine?”
- “Would you like something to help enhance your lash health between fills?”
- “Are you happy with your current skincare routine, or do you feel something is missing?”
Personalizing recommendations shows you’re listening and truly invested in their results.
3 Incorporate Retail Into Treatments
The easiest way to sell a product is to use it during a service. If a client experiences the benefits firsthand, they’ll be more inclined to purchase. For example:
- Apply a hydrating lip mask during a facial and mention how it locks in moisture.
- Use a lash conditioning serum after a lift and explain how it helps strengthen natural lashes.
- Finish a facial with a tinted SPF and show them how it provides both sun protection and a flawless finish.
4 Follow Up and Check In
A quick follow-up message asking how they’re enjoying their product can make all the difference. It shows that you care about their experience, not just the sale. If they love it, they’ll appreciate your recommendation even more. If they have concerns, you can address them before they become dissatisfied.
Contribution by Tiffany Underwood
Tiffany Underwood is a licensed esthetician passionate about helping clients achieve healthy, radiant skin through personalized, results-driven care. With years of experience and a commitment to continual learning, she blends cutting-edge technology with science-backed products to deliver transformative treatments tailored to each individual’s needs. As the founder of SkinCo, Tiffany has built her practice on trust, education, and a client-first approach, offering advanced facials and rejuvenation services that exceed expectations.
In addition to her work at SkinCo, Tiffany founded Tiff Tiff’s Chemo Bags, a nonprofit providing comfort items to individuals undergoing chemotherapy—a cause deeply personal to her. Guided by the belief that “when you feel good, you do good,” Tiffany empowers others by boosting confidence through self-care. Known for her relatable and approachable style, she inspires clients and fellow estheticians alike, combining professionalism with warmth to foster strong relationships.
5 Create an Inviting Retail Space
Your retail display should reflect your brand—clean, organized, and inviting. Products should be easy to see and access, with testers available where appropriate. A well-curated selection helps reinforce your expertise and makes the buying process feel intentional rather than overwhelming.
When You Feel Good, You Do Good
One of my core beliefs as an esthetician is that when people feel good, they do good. Confidence has a ripple effect—when someone feels great in their own skin, they carry themselves differently, interact more positively with others, and show up in the world with more energy and self-assurance. Retailing beauty products isn’t just about enhancing appearances; it’s about helping clients feel their best so they can bring their best selves to everything they do.
Think about a client who finally finds the perfect lip product—one that hydrates, plumps, and gives them that effortless glow. Every time they use it, they feel a little more put-together, a little more confident. That small moment of self-care can shift their entire day. And we, as estheticians, have the power to provide that experience.
The Bigger Picture
Retailing beauty products isn’t just about boosting revenue—it’s about extending our impact beyond the treatment room. It’s about providing solutions, building trust, and helping clients feel amazing every day, not just during their appointments. When we approach retail with authenticity, education, and a genuine desire to enhance our clients’ experiences, it becomes a natural and rewarding part of what we do.
So, if you’ve been hesitant to embrace retail, consider shifting your perspective. You’re not selling—you’re serving. You’re ensuring that your clients get the most out of their investments, that their results last longer, and that they feel confident in their self-care routines. And in doing so, you’re strengthening your relationships, your business, and the impact you have on the people who trust you with their beauty journey.
Retailing isn’t just a side hustle—it’s a vital piece of the esthetics puzzle. And when we do it with heart, knowledge, and intention, everyone wins.
Dr. Chantal Lunderville, L+A Medical Editor
Ask Dr. C
Dr. C AKA Dr. Chantal Lunderville, L+A’s Medical Editor, is here to help you learn and grow! If you have a question about the medical / spa skincare industry, this is your opportunity to ask a Board Certified Physician!
Ask questions about regulations, compliance, procedures, combining modalities, protocols, injectables, lasers, how to build your sales revenues, or how to build yourself as an expert!