If you’ve been in the beauty industry for a while, you’ve probably noticed this: a new client walks into your treatment room, and you can instantly tell she’s the type who “jumps around” from one esthetician to another. She hasn’t found her go-to specialist yet — the one she trusts, returns to, and recommends to friends.

But why does this happen? Why do clients leave their esthetician after just one or two visits? 

There are many possible reasons, but in my 20 years of practice, I see two mistakes come up over and over again. Both are surprisingly common, and both can quietly push clients away.

Reason #1: The client doesn’t see the results she expected

This is, by far, the number one reason clients stop coming back. And here’s the thing: it’s not always about the treatments themselves — it’s often about communication.

What clients expect

Most new clients walk in hoping for quick, visible changes. But as professionals, we know that skin transformation takes time. Some concerns require six months, sometimes even longer, before you can see lasting results. That’s why treatment plans are designed as a series or a course — not a one-time miracle.

The two extremes estheticians fall into

Unfortunately, many estheticians fall into one of two traps:

• Doing too much. They recommend every procedure under the sun — the ones a client truly needs, plus plenty she doesn’t. On top of that, they overload her with a full skincare routine for home. The client feels overwhelmed, confused, and eventually disappointed when she doesn’t understand what’s actually working.

• Doing too little. On the flip side, some estheticians are afraid of sounding pushy. They hesitate to suggest a full treatment plan or home care routine. They avoid talking about timeframes, worried it’ll come across as “salesy.” The result? The client sees little to no improvement and quietly walks away.

How to keep your client

The solution lies in balance. Be clear and upfront: explain that results take time, outline a realistic plan, and guide your client through the process. Communication builds trust — and trust keeps clients coming back.

Reason #2: Letting the client “choose” the treatment

Here’s another common mistake: a new client walks in and requests a specific treatment she saw online, heard about from a friend, or watched a favorite influencer rave about.

Why this is a mistake

Of course, it’s tempting to give her exactly what she’s asking for. But if you want her to stay long-term, you can’t just be an “order taker.” Your role is bigger than that.

You need to pause, sit down, and talk to her. Ask questions about her skin, her lifestyle, her concerns, and what she’s really struggling with. Then explain what you can do — not only today, but in the weeks and months ahead.

Building trust from the first appointment

When a client sees that you’re not just giving her a treatment, but actually creating a personalized strategy for her skin, something shifts. She feels cared for. She feels understood. 

And most importantly — she starts to trust you as her go-to expert.

Final Thoughts: How to keep clients in esthetics

The biggest mistakes estheticians make aren’t usually about lack of skill or knowledge. They’re about communication.

If you want to keep new clients coming back, remember these three things:

• Be honest about how long results take.

• Avoid the extremes of doing too much or too little.

• Step into your role as a guide, not just a service provider.

When you show a client that you see her, care about her, and have a plan to help her reach her goals, she’ll stop hopping from esthetician to esthetician. Instead, she’ll know she finally found the right one — and that’s how you build not just a client list, but a loyal community.

Pro tip: If you’ve ever wondered why clients leave their esthetician or how to improve client retention in esthetics, start by looking at your communication style. Sometimes, it’s not about the facial itself — it’s about the connection you create.