Course Curriculum


• The HEART of Esthetics
• The Professional Esthetician
• Passion & Vision
• Bonus: Obstacles
• Understanding Clients
• Client Development Plan (create it once, and use it forever!)
• The Client Experience
• The Formula - 5 Steps
• “Retail-Only” Clients
• Menu of Services
• Uncomplicate your Menu


• The First Impression
• Demographics (find your niche, customize & specialize)
• Marketing Strategies (if you can’t measure it, don’t waste money on it!)
• Marketing Out-of-the-Box
• Market Yourself (yes, it's necessary...but it can be so easy!)
• Choosing and Using your Space
• Hiring Employees
• Retail Rocks!
• Legal Issues
• Online and Offline



The Book

I wrote The Heart of Esthetics: Creating Loyal Clients & Achieving Financial Success in 2013, and it has remained very popular over the years. However, the field of esthetics changes quickly and dramatically, so there was a need to update the book which basically meant rewriting it. Instead, I decided to create an online course (which I did in 2019) and now I have the freedom to regularly update the information that I am offering to Estheticians.

In 2020, I created a second course, The Ultimate Guide for New Estheticians, for newly-licensed Estheticians and students of esthetics.


About "The Heart of Esthetics" course: 

Your path to loyal clients and financial success.


  • COA-approved: 6 CEs
  • Certificate of Completion

Course 1

For Solo Estheticians, spa owners, and esthetics business owners. 

Course 2

For newly-licensed Estheticians and students of esthetics.

(click image for more info)

Alumni Membership

Open to graduates of The Heart of Esthetics course. 

Your Instructor: Diane Buccola

I am a licensed Esthetician with over 20 years experience as a Spa Owner, Solo Esthetician, consultant, author, speaker and trainer.

I help other Estheticians create loyal clients and achieve financial success.

View Diane's credentials

"The Heart of Esthetics course has been extremely helpful to me in building my business."

Diane shares her many years of experience in building successful businesses based on outstanding customer service, delivering great results and improving women's lives.

In searching for the right business coach, I have encountered many who give flowery monologues to their students along the lines of "show that you are THE expert esthetician in your area to gain more clients" without delivering any real substance or clear direction.  I have to say that while Diane is an encouraging, supportive mentor, she is not the vapid, "rah-rah" cheerleader I previously encountered.  Diane is the Real Deal. She provides clear, specific, usable direction for self-analysis that will help you determine your best client and the steps needed to gain your client's trust in an authentic manner.

You will love Diane, as I do, for the genuine, honest, compassionate person she is.  She is truly a professional. I am still a work in progress, I believe you can never stop learning about yourself or the esthetics business, which is why I chose to be an Alumni Member of the course.

Diane is a great educator; you will love her and the course!

Gina Bloodworth Johnson, Esthetician 

Georgia, USA


"I highly recommend taking The Heart of Esthetics course."

For me, it was an interesting and highly valuable experience. Even after working in the esthetics field after several years, this course has brought career shifts, a road to success. Best part is you can do it at your own pace, no rush whatsoever. The support Diane has given me during and even after I finished the course has been superb! Very knowledgeable and comprehensive. I have decided afterwards to join her Alumni membership for continuous support and knowledge."

Sylvie Michaud, Esthetician