Custom tools, custom T-shirts, custom skin care – custom everything! Custom branding is trending, and this trend is here to stay. Both private labeling and custom blended skin care are all about creating a unique product that is tailored to the individual skin care professional, their clients, and their wants and needs. The professional skin care industry is all about creating a curated experience for clients, and what is more curated than private labeling skin care products and tools? Clients are searching for personalized products that offer a boutique look and feel, which the private-label industry can provide.

So, what is private labeling exactly? It is a branding agreement where a third-party company manufactures products for another company to sell under their own branding. For example, a well-known licensed aesthetician on Instagram may have maximized their brand by private labeling to include a product line that consists of everything from gua sha tools to towels. The business affair may have begun with a cold roller (a trusted private-label favorite) but has blossomed into a full array of skin care tools, customizing anything and everything. If another interested professional were to take this blueprint to begin their own private-labeling endeavor of cold rollers, they would find a suitable manufacturer, tell them exactly what they wanted it to look like, and the manufacturer would create a custom branded cold roller and have it delivered to their doorstep. Now, that is a huge oversimplification, so let’s get into the details.

Kasey Boone is the creator of Kasey Boone Skincare, the first-of-its-kind skin care tool brand for aestheticians – the one-stop shop for elevated, multi-purpose aesthetician tools and The Original Perfect Facial Towel. Offering versatile tools for the everyday aesthetician as well as educational social content, free blogs and a weekly podcast, Skin and the City, Boone has thought of it all. She is a pioneer in the aesthetics industry and is one of the first to use social media to grow and evolve her business. She alsohelped make cold rollers, a must-have skin care tool and created the first deluxe facial towel made specifically for an aesthetician's treatment room. Boone’s mission is to help aestheticians in all aspects of this ever growing and evolving industry.

In this digital age, you can build a business online today and even network or connect with hundreds around the world all through a device. The opportunities and potential right now to build a business and an online presence are endless. It’s possible for anyone. A detrimental part to my growth as an entrepreneur and a huge part of my success as an aesthetician has been social media and most importantly, the community that comes with it.

It’s one thing to be post content, and it’s another to actually foster real genuine relationships from your content. You could be posting a hundred things on Instagram a day but if you’re not engaging, connecting, and building relationships, who’s going to take that next step and buy your product or service? 

Kasey Boone has always had a passion for the beauty industry. After working as an aesthetician in the treatment room for over 15 years, she now has a passion to create fun, versatile tools that can be used in and out of the treatment room. She has created the amazingly soft and easy-to-use Glow Towels, Glow Skincare Cold Roller, Mini Cold Roller, and more. When Boone is not creating skin care tools or treating her clients, she is working on her new magazine and podcast, Skin and the City.

Let’s talk about branding. Effective Branding and a cohesive feel can give you a major edge in an increasingly competitive industry. Your brand is the commitment you make to clients. It tells them what they can expect from products and services, and it differentiates you from others in the skin care industry. Your brand is created from who you are, who you want to be, and who clients perceive you to be.

Since this can sound overwhelming, start with what you like, picture the perfect client, and don’t be afraid to have fun.

Instead of stressing about the perfect logo, think of the overall feel a client should experience when they walk through the door, visit your website, or click through your Instagram account. While a logo is one way a client will remember you, clients are more likely going to remember how they felt when they saw your space or online presence than the perfect logo. This impression should have a cohesiveness about it. Colors are important and can convey desired environments like something uplifting, energizing, or relaxing. 

To help grow a brand and the perfect clients with it, create an avatar that represents your ideal client. For example, the perfect client could be in their mid-30s, make good money, and isn’t afraid of spending money. The ideal client may like an elevated experience and doesn’t want to be rushed in and out. They may have their hand on the pulse and know the trends. Generally, ideal clients prefer quality over quantity.

After determining the avatar, start building a cohesive experience.

Kasey Boone has always had a passion for the beauty industry. After working as an aesthetician in the treatment room for over 15 years, she now has a passion to create fun, versatile tools that can be used in and out of the treatment room. She has created the amazingly soft and easy-to-use Glow Towels, Glow Skincare Cold Roller, Mini Cold Roller, and more. When Boone is not creating skin care tools or treating her clients, she is working on her new magazine and podcast, Skin and the City.

Let’s be honest. Aestheticianswear many hats. They clean, prepare, perform services, study, do laundry, and so much more. So I get it; you want to grow your social media following and clientele base but you feel like there are not enough hours in the day.Everybody can’t be Beyonce.However, I have some good news for you and a few solutions that have helped my social media following,work load, and stress.

Kasey Boone has always had a passion for the beauty industry. After working as an aesthetician in the treatment room for over 15 years, she now has a passion to create fun, versatile tools that can be used in and out of the treatment room. She has created the amazingly soft and easy-to-use Glow Towels, Glow Skincare Cold Roller, Mini Cold Roller, and more. When Boone is not creating skin care tools or treating her clients, she is working on her new magazine and podcast, Skin and the City.  

Choosing where to grow your digital business can be one of the hardest parts of growing a digital presence. There are so many platforms and to some of you, it can feel completely overwhelming. That is why I am going to break down some of the options.

Kasey Boone has always had a passion for the beauty industry. After working as an aesthetician in the treatment room for over 15 years, she now has a passion to create fun, versatile tools that can be used in and out of the treatment room. She has created amazingly soft and easy-to-use Glow Towels, Glow Skincare Cold Roller, Mini Cold Roller, and more. When Boone is not creating skin care tools or treating her clients, she is working on her new magazine and podcast, Skin and the City.  

It’s 2021. If you don’t have a website for your business or even your side hustle, you need to get one –now. Websites are a must if you are looking to grow your business and digital presence. The great thing is, they are not hard to make anymore, they are not very expensive, and sometimes, you can even create one for free. Stop putting it off and start your website now – there is no excuse.

BASICS OF A WEBSITE

Simply put, a website is a collection of content that contains text, images, and may include video, audio, or other media. A website can be as simple as a few pages or as complex as several applications simultaneously running. In most cases, as far as an aesthetician’s website, this can and should have everything from who you are, what services you offer, where you are located, contact information a place clients can book an appointment, and shop products. The website should have an overall feel of what clients can expect when they come in to see you. If you want to take it a step further, you can add a blog to give clients and potential clients more value. Also add videos of thespa or services you offer.

READY, SET, GO

Now that you know what a website is, you need to put your ideas into action. I know some of you might not have a big budget, but the beauty of it is, you don’t need anextensive budget. When I started my first website in 2011 it was simple, but I also knew the importance of having an online presence. It was two pages withan About Me page, with a photo of myself.The second page was a list of services with details, pricing, and contact information. I know a lot of you are already using an online booking system.Many of those systems offer free websites,and you should take advantage. Many times, these website hosting companies have easy how-tos, and you can easily fill in your information without feeling overwhelmed. If you are already doing that and want to take it to the next level, then congrats to you. I highly recommend picking a website builder that fits your needs the most.A lot of times we think we need to hire out for this service, which can be helpful, but if you are just getting your foot in the door, it doesn’t have to be perfect. I am constantly updating and improving my website, even after 10 years.It’s an evolution and grows with me and my business and hopefully yours will too.

CREATE & LAUNCH

Now that you know what a website is, how you can make one?It’s time for the fun part – creating your website. First off, congratulations on deciding to take yourself and your business to the next level. Next, make a list. Create a domain name and choose the name of your website.Don’t be discouraged if the first domain is taken – get creative. Secondly, your website will need pages. Create a homepage – think of this as a virtual lobby where you introduce what the business is and what the client should expect. Make a services page. It should look like a menu, with services offered, description of services, time, and price, but only if you feel comfortable adding those online. Create acontact or booking page. This isa place for clients to email you with a question or book an appointment.The about me pagetellsthe client a little about yourself. They want to know who is going to be servicing them. What we do as aestheticians is intimate.Let the client get to know you and start feeling comfortable with you before they even walk through the door.

 Make it fun.Have fun with creating your website and it will shine through. Add pictures that represent you and your business. Don’t be afraid to add colors and personality and then –launch it.This way, potential clients can get to know you and your services and even book an appointment while you are busy seeing other clients. A website is going to help you work smarter, not harder.

Kasey Boone has always had a passion for the beauty industry. After working as an aesthetician in the treatment room for over 15 years, she now has a passion to create fun, versatile tools that can be used in and out of the treatment room. She has created amazingly soft and easy-to-use Glow Towels, Glow Skincare Cold Roller, Mini Cold Roller, and more. When Boone is not creating skin care tools or treating her clients, she is working on her new magazine and podcast, Skin and the City. 

The importance of a digital presence in 2021 is necessary now more than ever. Let’s break it down into three easy ways to begin or improve your digitalpresence.

PICK ONE

Seriously, just pick one form of social media. When first diving into social media, I highly recommend starting with one form that speaks to you the most. That way, it doesn’t feel overwhelming, and you can focus all your energy into that one space. A common mistakefor  beauty professionals is spreading themselves too thin, which can lead to not being able to keep up.Then this  becomes  the end of their digital presence. To be successful pick one form of social media and stick to it and remember social media is a long game. If you love creating videos, think about Youtube.If talking is your jam, then maybe a podcast would be a good fit, or if you love pictures, then consider Instagram or Pinterest. Pick what calls your name the most, or even better, ask yourself what form of social media do you spend the most time on, and where is your ideal client and customer spending their time? 

WHAT IS THE GOAL

Now that you have chosen your preferred form of social media to share your skills with the world, make some goals, and act. This is going to keep you on track and will help you come up with ideas on what to share. Sometimes, it can be too difficult to think of things to share on the fly so instead, write goals down and the reference to them each time you post. Here are a few things to ask yourself when writing these goals. Are you looking to build a bigger clientele? Are you trying to increase sales on your online store? Whatever it is, write it down and then think of ways to get to that goal. For example, if looking to grow your clientele, here are a few easy things to share. Share your spa space; clients want to see where they are going to be coming for a treatment. Share services;clients want to see what services you offer and how they are going to improve a client’s life, skin, eyebrows, and so forth. This can be done in so many ways, so get creative and have fun. Share a clip of a facial, share how you set up for the day, share the spa’s retail shelves, or share the products you use and love. Potential clients want to know what products you are using on them and how it can help their concerns. They also want to see that beautiful treatment bed you have made and that cozy treatment room they are dreaming of being in. Again, these are just a few examples of what you can post but have fun. Share what you love and continue to share it over and over.

START NOW

Now that you have picked your social media of choice and written down goals, it is time to act. You don’t need to wait until you have the perfect website or Instagram. First off, nothing will be perfect, and if you wait for everything in your business to be flawless, then you probably would not even have a business. Honestly, how else will you learn unless you start putting content out there? That was the best way for me to learn about what my followers and listeners were interested in and what they weren’t. At the end of the day, you will always be a beauty professional first but use your digital presence to enhance that. Share your knowledge, bring value to your audience, and continue to have fun.

Kasey Boone has always had a passion for the beauty industry. After working as an aesthetician in the treatment room for over 15 years, she now has a passion to create fun, versatile tools that can be used in and out of the treatment room. She has created the amazingly soft and easy-to-use Glow Towels, Glow Skincare Cold Roller, Mini Cold Roller, and more. When Boone is not creating skin care tools or treating her clients, she is working on her new magazine and podcast, Skin and the City.

Welcome to 20201. Now doesn’t that just sound like the future? Well, it kind of is. Welcome to the future and how you will advertise yourself, services, and business. Even if you aren’t a business owner yourself, I highly recommend creating a digital presence for yourself now. 

DIGITAL PRESENCE

So what is a digital presence? In the simplest terms, a digital presence is a representation of either yourself, your business, or both. You can create a presence with a website, social media, a business listing, reviews, or even digital advertising. It’s what will show up when clients search for you, or even a business similar to yours. Some of that digital presence is at your control, like your website and social media, but there are also things you cannot control, like reviews. 

LET GO OF CONTROL

Don’t worry about what you cannot control but do put energy into what you can control. Start out your digital presence on one to two platforms and then slowly incorporate others in. In 2021, skin care professionals should absolutely – no questions asked, have a website for their business. Even if they are a solo beauty professional. And, more importantly they should have an Instagram, Facebook, or both. This is how they will share and advertise themselves and their work online.

DIGITAL AGE

A digital presence is important because we are currently in the digital age. Long are the days of Yellow Page ads and going door-to-door to bring in new clients. Think about how you are finding the best new restaurant in town? Or how about that trendy vacation spot? You are most likely using a search engine, like Google or checking out your friends latest Instagram post. That’s how you are able to find that super cute coffee shop that they went to last weekend. Guess what? Your potential clients are doing the same thing. They are searching, browsing, scrolling, and even tagging their every move, including that chic skin care spa you work in. Basically, when it comes to a digital presence and marketing, put yourself in your clients shoes. What kind of spa are you looking for? What type of services do you offer? What’s the overall vibe? Are you targeting a younger crowd or an older crowd? Get a specific as possible and then translate that into your digital presence. When consumers go to your website or social media, they should get an idea of the services offered, the look of the spa, what type of aesthetician you are, and even what products are sold.

TAKE ACTION

A digital presence isn’t something to think about doing eventually. It’s something to start doing now. The beauty of creating a presence is that you don’t need to use a lot of energy to start. Social media is free, and you most likely have a phone with a camera. Start sharing your journey – it’s that easy. Show what your treamtroom looks like and what products you love. Social media can seem intimidating, but the less pressure you put on yourself and the more fun you have, you will realize it is truly a benefit. Start posting and adjust as needed. The more you do, the better you will get. Practice makes perfect. 

Starting with small attainable goal. For example, set up a simple website with services, a few pictures, and a bio. For social media, start posting three days a week to begin getting into the habit of posting. Then, focus on the creative part later. As for reviews, don’t be afraid to ask friends, family, and loyal clients to kindly write a review. There is nothing wrong with asking for what you want. Now go out there and share your amazing skills in the digital world.

Kasey Boone has always had a passion for the beauty industry. After working as an aesthetician in the treatment room for over 15 years, she now has a passion to create fun, versatile tools that can be used in and out of the treatment room. She has created the amazingly soft and easy-to-use Glow Towels, Glow Skincare Cold Roller, Mini Cold Roller, and more. When Boone is not creating skin care tools or treating her clients, she is working on her new magazine and podcast, Skin and the City.

Aestheticians or future aestheticians need to have patience when it comes to transitioning to media. Yes, they should dream big, work hard, and shoot for the stars but do not step out of aesthetician school expecting to own a spa. For example, even though I had my aesthetician license, I accepted a job as a receptionist, so I could learn the ins and outs of how a spa is run. I learned everything from booking appointments, turning over a room, as well as providing customer service. Remember, new skin care professionals must start somewhere, and sometimes, that means taking a job just to get a foot in the door.

Kasey Boone has always had a passion for the beauty industry. After working as an aesthetician in the treatment room for over 14 years, she now has a passion to create fun, versatile tools that can be used in and out of the treatment room. These tools not only enhance client experience, but save aestheticians time, energy, and money. She has not only created these amazingly soft and easy-to-use towels, but also a wildly popular Glow Skincare Cold Roller and Mini Cold Roller. When Boone is not creating skin care tools or treating her clients, she is working with her Beauty Biz BFF, Lorena Ashmore, where they have a fun, unfiltered, and relatable podcast talking all things beauty and business to help uplift the aesthetic community and share their knowledge with beauty professionals all over the world.

Confidence in and out of the treatment room is important. Skin care professionals need to be skilled in their craft. They need to know about skin types, products, and ingredients, but after all the technical skills are mastered, skin care professionals need to remember that they are in control of the treatment room. The confidence should exude from within, and that is what keeps clients coming back for more.