Inside The Heart of Esthetics


(Okay...that was to make you laugh. Don't worry, you won't suck!)


Your dreams can come true in 2022. So don't be afraid to start something new... or something different. To help you do that, here is everything you need to know about what's inside The Heart of Esthetics book (2022 version).


(Es-the-tish-uhn) n.

  • A person skilled in the art of skin care treatments; facials, waxing; well-versed in the subject of skin care and maintenance.
  • A smart individual who has contracted a case of skin health sense and is determined to spread the condition.
  • Synonyms: Aesthetician, skin care goddess, facial diva, sunscreen queen, friend, secret-keeper, holder of the key to the Fountain of Youth.
  • Common tools: Fan brush, steamer, extractor, tweezers, waxing sticks, magic wrinkle eraser.


The second edition of The Heart of Esthetics: Creating Loyal Clients & Achieving Financial Success is twice the page count of the original book which I wrote in 2013. That’s because esthetics has evolved enormously over those many years. This is great for Estheticians because now there are multiple options and many creative paths to follow in their esthetics journey.

Every Esthetician knows the basics (how to give a facial, how to use esthetics equipment, and how to turnover a facial bed in under 2 minutes!), so you certainly don’t need to hear more about that from me. What you may not know, however, is that your dream esthetics business and your financial success is not built on that. It is built on your ability to understand the nuances of esthetics: The insight, the clarity, the joy, a new perspective and more confidence. That is the HEART of Esthetics, and that is the missing link that far too often blocks financial success for many Estheticians. 

This is no fault of the Esthetician schools and programs. Their job is to provide training related to other important tools that will be needed in an esthetics career, and to prepare the esthetics student to pass their state's licensing exam. Nor it is the fault of the Esthetician because how can they rely upon something they have not learned?

Now is the time to allow yourself to let go of ideas you may have picked up in your esthetics career or in your training program that perhaps have not served you well (or not served you at all!). With your mind and heart open, you can then embrace new ideas, strategies, beliefs and confidence. This is what you will find inside The Heart of Esthetics

There are numerous topics covered in this book, and I did not list them all in the Table of Contents because there are just too many. But I will list them here for you now (in no particular order).


Do you want to make a living….or create a life? 

  • Living your Dream
  • Heart
  • Energy & Balance
  • The Professional Esthetician v. The Licensed Esthetician
  • Mistakes and Obstacles
  • Tipping
  • First-Timer Facial
  • The Lives of Women
  • Passion and Vision
  • Esthetics Then and Now

 If you build it…will anyone come?

  • Day Spa Mentality
  • Competition
  • Magic Products
  • Fear of Selling
  • The Neutralizing of Estheticians
  • Client Needs
  • Client Expectations
  • The Client’s Perspective
  • Shopper Behavior
  • Client Development Plan
  • Be the Client

 Selling treatments….or creating loyal clients?

  • The 5-Step Formula to Success
  • An Esthetician’s Duty
  • Choosing a Vendor
  • Backbar Products
  • Your Service Menu
  • The Intake Process
  • Home Care
  • VIP Services
  • Retail-Only Clientele
  • Effective Marketing
  • Abbreviated Services
  • Customized Services

 I want to be a salesperson…said no Esthetician, ever.

  • Measurable Marketing
  • How to Guarantee Clients Purchase Products Only from You
  • Specialty Demographics
  • Holiday Parties
  • Market Yourself
  • Your Website
  • Your Business Cards
  • Your Business Name
  • Choosing and Using Your Space
  • Ownership and Management
  • Hiring Employees
  • Your Retail Area

 The grass is always greener where you water it.

  • Legal Issues
  • Consent Forms
  • Employee or Independent Contractor?
  • NCEA Certified
  • Social Media
  • Networking
  • Navigating a Trade Show
  • Behind the Scenes: For New Estheticians
  • Behind the Scenes: For Spa Owners



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