Have you ever finished a facial, stepped back to admire your client’s glowing skin, and thought, “That was worth so much more than what I charged”?
If so, you’re not alone. Many estheticians undercharge—not because they lack skill, but because they underestimate their value.
Pricing isn’t just a number—it’s a reflection of your confidence, professionalism, and brand positioning. In this article, we’ll explore how to set (and raise) your prices strategically so they accurately reflect your expertise and the results you deliver.
By the end, you’ll understand how to calculate what your services are truly worth, communicate that value clearly to clients, and confidently grow your business without fear or guilt.
Understanding the Real Value of Your Services
When clients come to you, they’re not buying an hour—they’re investing in transformation.
Your expertise, certifications, sanitation protocols, and continuing education all have real monetary value. Yet many estheticians overlook this when setting their prices.
The Difference Between Cost and Value
Your cost includes products, time, and overhead.
Your value includes:
- Education & Certification: Advanced training (like dermaplaning or chemical peels) sets you apart from basic providers.
- Results: Visible improvement in texture, tone, and confidence builds loyalty and reputation.
- Experience: Years of skill and intuitive understanding of skin health.
- Client Experience: A calm, professional space enhances perceived value.
💡 Pro Tip: Clients don’t buy time—they buy transformation. The clearer your results, the higher your value.
Common Pricing Mistakes Estheticians Make
Over my years mentoring estheticians, I’ve noticed the same three pricing traps come up again and again.
1. Undercharging Out of Fear
Fear of losing clients is one of the biggest reasons estheticians stay stuck. Ironically, undercharging can repel clients who want professional, results-driven treatments. Confident pricing signals confidence in your results.
2. Copying Competitors
Your pricing shouldn’t be based on what the spa next door charges. Their rent, cost per service, or training background could be completely different. Instead, base your prices on your unique value and expertise.
3. Ignoring True Cost Per Service
Let’s look at a dermaplaning example:
Between a quality #10R blade, sterile handle, prep cleanser, and finishing serum, your cost could easily reach $20–$30 before adding time or overhead. If you’re charging $60, your profit margin is minimal.
By confidently charging $95–$125, you not only reflect your skill and sanitation standards—you also ensure a sustainable income that allows you to invest back into your business.
🧮 Next Step: Learn how to build lasting client relationships after the sale with How to Turn Dermaplaning Clients Into Loyal, Repeat Customers.
The Esthetician’s Pricing Formula: Know Your Numbers
Here’s a simple formula I use (and teach inside my Service Pricing for Estheticians course):
(Product Cost + Overhead + Labor) × Profit Margin = Final Price
Step 1: Product Cost
Add up everything used per service—blades, cotton rounds, masks, serums, towels, gloves, and disposables.
Step 2: Labor
Assign an hourly rate to your time that reflects your expertise (for example, $75–$100/hour).
Step 3: Overhead
Include rent, laundry, insurance, booking software, and continuing education costs.
Step 4: Profit Margin
Aim for a 50–70% profit margin to cover reinvestment, savings, and growth.
If math isn’t your strong suit, don’t worry—my Service Pricing for Estheticians Class walks you through exact templates and calculators to make this process simple.
How to Raise Your Prices Without Losing Clients
Raising prices isn’t about greed—it’s about growth. When done correctly, it elevates your brand and strengthens your client base.
1. Know When It’s Time
Raise your prices when:
- You’ve gained a new certification or mastered an advanced treatment.
- Product and supply costs have increased.
- You’re consistently booked out and turning clients away.
2. Communicate Confidently
Clients appreciate honesty and clarity. Try saying:
“To maintain the highest level of care and product quality, my service pricing will be updated starting [date]. I appreciate your continued trust and support.”
3. Add Value Alongside Price
Enhance perceived value with small touches: a finishing serum upgrade, a post-treatment mini-massage, or enhanced consultation time.
(Internal link suggestion: link this section to your Dermaplaning Mastery Class page to demonstrate continuing education.)
The Psychology of Pricing: Perception Is Everything
Your price presentation influences how clients perceive your professionalism.
- Naming matters: “Radiance Renewal Facial – $125” sounds more luxurious than “60-Minute Facial – $125.”
- Visuals matter: Professionally designed menus and consistent branding elevate perceived value.
- Confidence matters: State your prices calmly and clearly—if you hesitate, clients feel uncertainty.
🪞 Remember: How you present your services is part of your marketing. Explore strategies to position and promote your offerings in Why Dermaplaning Is the Secret to Glowing Skin (and How to Market It Effectively).
Real-World Example: From Undervalued to Profitable
One of my students charged $60 for dermaplaning, afraid clients wouldn’t pay more. After analyzing her costs, rebranding her service name, and updating her menu, she raised her price to $95.
Instead of losing clients, her rebooking rate increased—and her income grew by 40% in two months.
This is the ripple effect of confident pricing.
Take Action: Start Charging What You’re Really Worth
You’ve worked hard to earn your license, perfect your technique, and deliver results that transform skin—and confidence. You deserve to be compensated accordingly.
Here’s how to take the next step:
- Download the Free Esthetician Mini Marketing Kit to create a professional pricing menu and learn how to position your services effectively.
- Enroll in the Service Pricing for Estheticians Course to master cost analysis, psychology-based pricing, and client communication strategies.
When you charge your true worth, you raise the standard for the entire esthetics industry.
Conclusion
Charging what you’re really worth isn’t just a business decision—it’s self-respect in action. Every time you confidently state your price, you reaffirm your value, your education, and the excellence you bring to your clients’ lives.
Let’s redefine what “affordable” means in our industry—it should never mean undervalued.