In today’s competitive beauty market, offering a premium service requires more than just results. Clients are increasingly drawn to experiences. For estheticians and beauty pros, that opens a key opportunity: transform routine appointments into premium services that clients see as worth returning for.

Below are five ways to elevate your services and stand out in a crowded market, without sounding too salesy or reinventing your treatment room.

1. Rethink Your Client Touchpoints

From the moment a client books to the second they leave your treatment room, every step should feel intentional. Create a ritual that feels different from a standard appointment—this might include a welcome beverage such as tea or lemon water, warm compress, a guided breath before beginning or even a thoughtful aftercare routine.

Educating clients can also be an impactful (and free) tool to increase client satisfaction. It not only shows them that you, their practitioner, are knowledgeable, but also sets the tone for trust and why they should keep returning to you.

Small advancements in hospitality can often hold more weight than the service itself. Consider these statistics from Zippia (see reference below):

• 42% of customers are willing to pay more when offered a friendly, more welcoming customer experience.

• 72% of customers will share their positive experiences with six or more people.

• 89% of customers have switched to a competitor following a poor customer experience.

• 64% of consumers consider customer experience to be more important than price.

  
  

Implementation Tip:

Map out your typical client journey from start to finish. Consider the appointment setting, treatment room and post-appointment. Try to identify at least three moments where you can elevate comfort, education or even ambiance.

2. Package for Value, Not Price

Premium services aren’t just about the price tag — they’re about perceived value. Bundling services into unique packages can shift the focus from the individual prices to their holistic experience.

Positioning packages around results, seasonality or events (like a pre-vacation treatment) can also signal a more elevated, intentional brand. Offering mobile services (aka travel to the client's home) can increase the value of your offering; in fact, many luxury clients highly prefer this type of service! Services such as sugaring are highly mobile as they require very few supplies and no large machinery.

Implementation Tip:

Design two to three signature packages that reflect your expertise. Test which ones resonate best with clients. Don’t be afraid to refine the package afterward. The purpose is to be adaptable and listen to your clients.

3. Elevate Your Branding

Words matter, especially when it comes to positioning premium services. Instead of simply listing “Sugaring: Legs, Arms, Bikini” on your menu, consider phrasing that speaks to client goals and highlights the experience. For example:

“Full Body Sugaring for Silky Smooth Skin and Fewer Ingrowns”

“Bikini Line Precision with Skin-Calming Sugaring”

“Smooth Start: Full Legs + Brazilian + Post-Care Kit”

Visual branding should also reflect the refined nature of your offering. Soft lighting, clean design and consistent color palettes can all play a role in conveying a premium feel, especially before the client books.

Implementation Tip:

Revisit your service menu and website. Is your branding aligned with the elevated experience you intend to offer?

4. Invest in Continued Education—and Let Clients Know

In a competitive market, credentials aren’t just about ticking boxes—they’re about building confidence. Clients notice when you speak with expertise, and they value knowing that you’ve trained with credible leaders in your field. Think about the difference between getting a credential from an unknown spa versus a recognized beauty school program. Clients are significantly more likely to trust their well-being (and outward appearance) with the individual who has received a formal education. Employers are also significantly more likely to hire individuals with recognized education since their clients’ safety and reputation are on the line.

“Premium pricing must be backed by premium knowledge,” says Aimee Kellerman, CEO & CIDESCO sugaring instructor at Savvy Certification. “Clients today are educated and perceptive. When you invest in industry-recognized education, you're not just improving your skills—you’re elevating your client’s entire experience and perception of your brand.”

Ongoing education also provides the tools to better communicate benefits like reduced inflammation, skin-safe protocols and sustainability—topics that resonate with clients of today’s era.

Implementation Tip:

Display your qualifications and certifications proudly in your space, email signatures or your bio. Aim to integrate what you’ve learned into client education during appointments.

5. Create Loyalty Through Trust, Not Discounts

Many estheticians default to discounts to build loyalty as the lowest hanging fruit. What they fail to realize is that it can cheapen your perceived value over time. Instead, focus on trust-based retention. Clients will keep coming back when they feel safe, informed and consistently cared for.

Simple processes like a detailed consultation form, noting client preferences and following up post-service with custom skin care advice can create highly personalized experiences. You will become more irreplaceable the more curated your experiences become.

Implementation Tip:

Set up a system where you can track client preferences (even if it's just a note app or client journal), take note of their pressure tolerance, conversation level (do they want to chat or prefer a quieter environment), favorite aftercare products, etc. Keeping notes after each visit and referring to them before each visit will serve as helpful reminders and build rapport.

Final Thoughts

Premium experiences aren’t created by chance, they’re built with care, consistency and alignment with what today’s clients truly value. In a world where consumers increasingly seek premium services that are not only effective but also sustainable, natural, gentle and thoughtfully delivered, options like sugaring are worth a closer look.

Consider offering more than just a service—aim to create an experience that reflects today’s beauty values: eco-conscious practices, skin-friendly techniques and a refined, client-centered approach.

You don’t need to revamp your entire business overnight. Begin with one intentional shift—whether it’s upgrading your consultation process, refining your service flow or investing in advanced training. From there, continue building. Because premium isn’t just about price—it’s about perception, purpose and the experience you deliver every time.

Reference: Zippia. "25 Must-Know Customer Experience Statistics [2023]: The Benefits Of A Positive Customer Experience" Zippia.com. Apr. 2, 2023, https://www.zippia.com/advice/customer-experience-statistics/

Blog post courtesy of Savvy Certification.  They administer the CIDESCO-endorsed and internationally recognized “Sugaring Hair Removal: Theory & Technique” program. Training is brand-neutral and designed to equip practitioners with the skills and qualifications to work confidently across borders and with any professional product line.