Jillian Wright, esthetician and founder of The Business of Skin, shares tips for turning walk-in clients into repeat and loyal clients.
In an industry where trends come and go, one thing remains constant—client loyalty is the cornerstone of a thriving spa business. A fully booked schedule doesn’t mean much if it’s filled with one-time visits. The real success lies in turning walk-ins into regulars, and regulars into raving fans.
But loyalty doesn't happen by accident. It’s earned through intentional service, seamless systems, and a deep understanding of what your clients truly need—beyond skincare.
1. Connection Is the New Currency
The modern client isn’t just booking a facial—they’re investing in how you make them feel. Do they feel seen, heard, and genuinely cared for? Are they greeted by name? Are their preferences remembered?
Start by creating an intake process that goes deeper than the skin. Ask about lifestyle habits, sleep, stress, and overall wellness. These small moments of personalization are powerful. Clients return where they feel safe—and known.
2. Consistency Creates Comfort
Whether you're solo or leading a team, every visit should meet the same high standard. That means clear treatment protocols, reliable scheduling, and consistent communication.
Simple systems—like automated reminders, post-treatment emails, and easy rebooking—help you deliver a seamless experience that builds trust over time.
3. Experience Over Everything
In a crowded spa market, what sets you apart isn’t just results—it’s the experience you create. A technically perfect facial is expected. But what’s memorable is the way your space feels, the intuitive care you provide, and the small touches that make clients exhale the moment they walk through your door.
From warm towels to grounding finishes, every detail contributes to an atmosphere of care and connection. A grounding finish helps ease the client gently back into the present moment after a deeply relaxing treatment. Some examples include:
- Gently placing warm hands on the client’s shoulders, chest, or feet with intentional stillness
- Guiding a few synchronized breaths to help reawaken awareness
- Light scalp massage or temple pressure using slow, downward strokes
- A warm compress applied to the feet or neck
- Aromatherapy using calming essential oils like vetiver, sandalwood, or frankincense
- A weighted blanket or selected crystals for energetic anchoring
These final moments are not just technique—they’re a sacred pause that signals safety, closure, and integration.
4. Offer More Than a Service—Offer a Relationship
Most estheticians put their energy into attracting new clients. But the real magic happens when you nurture the ones you already have.
Celebrate milestones. Send handwritten birthday cards. Recommend retail only when it’s truly aligned. And consider a referral program or VIP experience for your most loyal clients.
This isn’t about gimmicks—it’s about relationship-building. I’ve had clients see me consistently for 24 years, ever since I opened. Many for 20 years. Others for 15, 10, and counting. That kind of longevity isn’t just about skincare—it’s about trust.
And here's a crucial reminder: Never take your clients for granted. Just because someone has been with you for years doesn’t mean their loyalty is guaranteed. Stay present. Stay grateful. Never get too comfortable, and always treat them with the same respect and attention you did on day one.
5. Educate to Empower
Clients crave knowledge. The more they understand why you recommend a certain product or treatment, the more they trust your guidance.
Use your sessions as opportunities to teach. Talk through ingredients. Explain how modalities support their long-term skin health. The more informed they are, the more committed they become—not just to you, but to their own skincare journey.
6. Maintain Boundaries to Avoid Burnout
While nurturing relationships is essential, protecting your energy is non-negotiable. That’s where my Invisible Veil method comes in—a concept I developed to maintain healthy boundaries without compromising care.
It’s the energetic line you draw to preserve your wellbeing, especially with clients who may be emotionally demanding. When you learn to serve from a place of grounded strength rather than depletion, you give more of your best self—and your clients feel that.
7. Keep Evolving—They’ll Evolve With You
Stay curious. Continue your education. Try new modalities. When clients see you investing in your growth, they feel excited to grow alongside you.
Loyalty isn’t built on promotions—it’s built on presence, boundaries, and intention. When you shift from delivering treatments to nurturing relationships, your business transforms. You’re no longer just a provider of skincare. You become a trusted part of someone’s life story—and that’s what creates lifelong clients.
Jillian Wright will be teaching a class at IECSC Las Vegas, "The Resilient Practitioner: A Mind-Body-Spirit Approach to Burnout" on June 21, 2025. To attend this class and learn about the other classes offered at the show, be sure to register to attend IECSC Las Vegas from June 21-23, 2025. What's more, use code AMERICANSPA to get 20% off education classes.