How to Sell Skincare Without Sounding Pushy (The Secret Most Estheticians Miss)
Struggling to sell skincare in your esthetician business?
You know your clients need the right products to maintain their results, but the last thing you want is to sound like a pushy salesperson.
So how do you increase retail skincare sales without feeling awkward?
That’s exactly what we’re breaking down today. 👇
Why Clients Don’t Buy Skincare (Even When They Need It)
Have you ever recommended a professional skincare product, only for your client to nod, smile… and walk out without buying it?
Here’s why that happens:
❌ They don’t see the VALUE in professional skincare vs. drugstore products.
❌ They’re hesitant to spend money because they’ve wasted it on the wrong products before.
❌ They feel overwhelmed with choices and end up buying nothing at all.
It’s NOT that they don’t trust you, it’s that they’re unsure how a new product fits into their routine.
Your job isn’t to sell skincare it’s to guide them toward the best skincare routine for their skin type and concerns.
The Secret to Increasing Skincare Sales Without Feeling Salesy
The key? Meet your clients where they are.
💡 Let’s say a client comes in using a harsh exfoliating scrub that’s damaging their skin barrier.
Your first instinct might be to say:
🚫 “That’s way too harsh for your skin! You need to stop using that.”
But that response instantly puts them on the defensive and no one likes being told they’re wrong.
Instead, flip the conversation:
✅ “I love that you’re exfoliating! Exfoliation is key for increasing product absorption, which will really help improve your [insert skin concern]. I actually have an exfoliant your skin will love even more because of XYZ.”
Do you see what that does?
✔️ Acknowledges their effort (which builds trust).
✔️ Finds common ground instead of making them feel wrong.
✔️ Naturally leads to a product recommendation (without feeling forced).
💡 Selling professional skincare doesn’t have to feel pushy, it just needs to feel helpful.
How to Sell More Skincare on Social Media
If you follow me on Instagram, you know I always talk about educating with empathy, and this doesn’t just apply in the treatment room.
Think about your social media content for a second.
If you’re making memes mocking viral skincare products, what happens if your followers are using those exact products?
If your reel is you making a face at a “bad” skincare product, how will that make a potential client feel?
It tells them:
“This esthetician is already judging me, and I haven’t even booked yet.”
Instead of shaming their choices, use your social media marketing to guide them toward a better one.
Here’s how:
✅ Create educational posts explaining why professional skincare works better.
✅ Share before-and-after results from clients who switched to your recommendations.
✅ Use engaging captions that make them think: “Wow, I need to book with her!”
Skincare sales start online, make sure your content is actually bringing in clients.
The Best Scripts for Selling Skincare Effortlessly
This shift in how you position skincare products makes a massive difference in your confidence, sales, and client retention.
That’s why Elizabeth Donat (Licensed Esthetician of 20+ years) and I created the Your Secret Scripts for Effortless Skincare Sales masterclass.
Inside This Masterclass, You’ll Learn:
✅ How to bring up skincare products naturally in the treatment room.
✅ The best sales scripts to recommend skincare without sounding salesy.
✅ How to increase your retail skincare sales without awkwardness or fear of rejection.
💡 Because here’s the thing: Clients WANT to buy skincare that works, they just need your help making the right choice.
📌 If you’re ready to start selling skincare effortlessly, grab the masterclass above.
Selling skincare doesn’t have to feel hard or uncomfortable, let’s make it easy and profitable together. 💖