Starting a Beauty Business 101: If I Had to Start My Beauty Business All Over, Here’s What I Would Do

I’ve been in business as a professional makeup artist for six years, and I started my business at the age of 19. I had just graduated from high school, never taken a business class, so it’s safe to say I had no idea what I was doing. I just went with the flow, learned along the way, and here I am, a successful beauty business owner who knows a lot more than I did six years ago but wishes I knew it back then. So, I’m gonna share my tips on starting your beauty business so it doesn’t take you six years to get started.

1. Get your LLC, EIN, and Business Bank Account

This might be the boring part, but it is necessary for a legitimate business. It’s easy to go about running a business the illegitimate way by doing things “under the table” or not on record, but if you want a successful business in the long run, it’s best to start the right way. It does cost to register, but you’ll learn very soon that in business, it takes money to make money. 

Getting Your LLC

In Georgia, where my business is registered, the initial cost is less than $115, and there is a $55 annual fee (not too shabby). If you want to have access to the best opportunities, you need an LLC. Whether that be loans, grants, or business accounts, you’re gonna need it sooner than later…so choose sooner.

Getting Your EIN

The other thing you’ll need is your EIN or your Employer Identification Number. Think of this as your Social Security Number, but for your business. This number will be used for your taxes, and it will also be needed to apply for some of the things I just mentioned, like grants, business accounts, and even business credit (alongside other things). Once you get your LLC, you’ll have access to retrieving your EIN from the IRS website.

Setting Up Your Bank Account

And lastly, you want to set up your business bank account. Yes, you need a business bank account. It will help you to stay organized with how much your business is making, how much you’re spending to fund your business, and overall, it’s just a great tool to keep your business funds and personal funds separate and to keep your money organized. And speaking of keeping your money organized, having a business bank account is helpful when it comes to keeping up with all of your business transactions, especially when tax season comes. 

Opening a business bank account is free (depending on the bank). I just suggest doing your research on which bank is best for your business. Personally, I bank with Navy Federal because they have good business loans and lines of credit, so I wanted to start building my relationship with them.  

2. Solidify Your Business Branding and Niche

Once your business is official, now you gotta figure out what you’re going to do and who you are going to be in the beauty world. The great thing about the beauty industry is that there are so many options to choose from. From makeup, hair, aesthetics, or even working in the medspa industry, there are several industries to choose from, and even each industry gets more specific than that. 

Choosing Your Niche

For instance, I’m a makeup artist, but I specialize in soft glam and editorial makeup; however, there are people who specialize in bridal makeup or even TV and film. Also, keep in mind that you don’t have to be a service provider either. You can sell products or own an establishment; the options are endless. Pick a niche for now, but remember…you can always change it.

Branding

After you’ve solidified what you’ll be specializing in, it’s time to focus on your branding. This includes your colors, fonts, voice, and even your elevator pitch…it’s essentially the aesthetic you want your potential customers or clients to see when they come across your business. If you’re just starting out (which you probably are if you’re reading this article), you don’t need to spend a bunch of money for other people to do this for you, unless that’s what you prefer and what you can afford. 

If that’s not you, Canva is your best friend. I’ve been using Canva since day one, and I still use it to this day. All of my current branding, I’ve done on my own. I’ve created my logo, booking page template, flyers, etc. I understand not everyone has creative bones in their bodies, and this can be easier said than done, but just try your best and do what works best for you.

When you do create your brand identity, it is very important to stay consistent with it. Having a tight brand identity makes your business recognizable. You want people to see you and get interested before they even know what you do, which is great for marketing.

3. Build Your Online Presence

While we’re on the topic of marketing, you need an online presence. We live in a society where everything takes place online, and most people go to the internet to look for things. You’ll need to set up your social media, including Instagram, TikTok, and Facebook.

And before you say, “I’m not a social media person,” you’d better become one because social media will be one of the ways you’ll build your clientele/customer base the most. 

Social Media

Once you get your social media profiles set up, you’ll need to start posting immediately. The beauty industry is visual, so you need to show people what you do, who you are, and what you offer. If you don’t know what to post, start with things like your journey or an “about me” video, BTS, tutorials, or even “day in the life” content. The more you show, the more people trust you. It doesn’t stop there…you also need to engage with your audience. 

This means liking and commenting on other people’s posts, replying to comments and DMs, and following similar pages. This may seem tedious, but it only takes between 10 and 15 minutes a day (you were gonna be on social media for probably way longer anyway). I’m a social media manager as well as a makeup artist, so trust me when I tell you that all this is necessary.

Professional Websites

In addition to social media, you must have a website or booking site (or both). Once people see you on social media, they might be interested in your products or booking your services, and they need somewhere to go to either buy your product or book your service. I don’t care how monotonous building a site is…”DM me to book/purchase” is not going to cut it, and it is not professional. 

Clients and customers are looking for the easiest way to do things, and that’s exactly what you want to give them. A potential client/customer shouldn’t have to jump through hoops to obtain what you have to offer, and to be honest, some people are just shy. I am one of those potential clients who have been turned off by that, and I’m a service provider…so imagine a regular person. 

Your goal is to make your customer experience convenient and comfortable from the time that they book/purchase, to the time that they leave your establishment or receive their product. There are many different platforms on which you can build your site. 

Here are a few guidelines to help you choose which booking site is best for you and your business: 

• If you’re a small one-person business, a simple one-page website/booking tool may be best for you. Platforms like Square Appointments and Acuity are simple booking sites that include many other integrated platforms and basic calendar tools. These are perfect if you’re looking for something low-cost and reliable. 

• If you’re growing a salon or have a multi-chair business, you’re going to need something a little bit more robust. You’ll want software that can handle multiple calendars, payroll, commission, and stronger reporting. Boulevard is designed for things like that, which is why it is perfect for growing salons and medspas. It’s focused on client experience with built-in payments/POS and more technical reporting and team management, which helps when you scale. 

Web Design

If you want a full, customized website and you’re not savvy in graphic design, it’s probably best you hire a website designer/developer. While some booking sites give you an option for customization, there are some that don’t require it, which might be a better option for those who either don’t care to customize or those who just aren’t on the creative side.

But, once again, Canva is your best friend and can be used for your website customization. They have a plethora of templates if you’re not good with coming up with designs from scratch (like me), and you can also make websites on Canva itself.

I know…it sounds like a lot, but don’t get intimidated. When you break it down step by step, it’s a lot easier than it sounds. Once you complete those steps, everything else will come easily. Being an entrepreneur in the beauty industry can be a rollercoaster sometimes, but it’s worth serving people and making them feel beautiful and special. The first version of your business won’t be perfect, but seeing how you make people feel will give you a reason to continue to be better and grow. 

The beauty industry itself is always growing and ever-changing, so there’s always room for people who are willing to learn. At the end of the day, just start. Legitimize your business, pick a niche, start online marketing, and give your clients a way to book.

Don’t overthink it. Starting with those steps will be a catalyst for everything else to just fall in place. The beauty community is full of people rooting for each other, so don’t be afraid to ask for help and find other business owners who also do what you do. Just learn as you go, and watch your business grow faster than you expected.