Solo Esthetician vs. Salon Owner: The Real Talk Behind Growth in the Beauty Industry

In this episode of The White Chair: Beauty Series, Naomi and Sasan share what it truly takes to move from being a solo esthetician to becoming a salon owner. It’s not just about growing your team, it’s about balancing freedom, leadership, and long-term vision.

Whether you’re debating staying solo or building a team, this conversation breaks down the real-life challenges, rewards, and mindset shifts that come with each path.

The Freedom (and Limits) of Being a Solo Esthetician

Being a solo esthetician means complete creative control. You make every decision about your space, your clients, your services, and your schedule. No one to manage, no staff drama, just you and your craft.

Your profit margin is often higher, too. There’s no payroll to cover and less marketing spend, since you’re only filling your own books. But the trade-off? You can only scale so far.

As Sasan explains, “You think, ‘I make more money,’ but you’re limited by time. You can only see ten clients a day. That’s your ceiling.”

When you’re solo, every dollar depends on your hands. No clients = no income. You don’t get sick pay, vacation pay, or backup support. Even when you’re not working, your fixed expenses continue, rent, booking software, insurance, and supplies.

Naomi adds, “When I was pregnant, I knew I couldn’t go ten weeks with no pay. That’s when we decided to hire our first employee.”

When It’s Time to Grow

So how do you know it’s time to grow beyond solo?

For most, it starts with a fully booked calendar. “If you’re consistently 80% booked, that’s your sign,” says Sasan. “It’s time to onboard someone.”

Hiring part-time first is often the smartest approach. It lets you test compatibility, training, and workflow before scaling.

But onboarding isn’t easy. “You have to find people who align with your values and customer service standards,” Naomi shares. “Someone who fits your culture — not just someone who’s skilled.”

Hiring mistakes can be costly, so take your time. “Don’t just hire the first person who walks in,” says Sasan. “We learned that the hard way. Now we do phone screenings, then in-person interviews to make sure they’re a real fit.”

The Reality of Salon Ownership

Owning a salon means more freedom in some ways, and more pressure in others.

You can finally take time off without losing all your income, but your stress level and responsibility grow. You’re now managing employees, scheduling, payroll, marketing, and client relationships, all while keeping your brand consistent across locations.

Naomi and Sasan describe their day:

“In Austin, we’re open from 9 a.m. to 8 p.m. In LA, 8:30 a.m. to 8:30 p.m. Because of time zones, we’re available from 9 a.m. to 10:30 p.m. Austin time. There’s not a lot of breaks.”

It’s long hours, but it’s also growth. More team members mean more revenue potential, more clients served, and more opportunities to build a legacy brand.

However, the first few months can feel tough. As Sasan puts it, “The first three or four months, you’re in the yellow, breaking even or slightly negative. But once your team builds their clientele, that’s when profits grow.”

Mindset: From Service Provider to Leader

Transitioning from solo esthetician to team leader isn’t just a business shift, it’s a mindset shift.

“You go from being the artist to being the coach,” Sasan says. “If anything fails, you’re accountable. You’re the one steering the ship.”

Leadership means communication, motivation, and consistency. Naomi stays in touch with her team daily:

“Even though I’m not physically in LA, I talk to my staff every day. You have to stay present.”

They emphasize the importance of clear systems and brand consistency. Every location of The Brow Fixx runs the same way, from layout to operations, so clients get the same experience no matter where they go.

“Your team should understand your vision,” Sasan adds. “If the ship sinks, you sink with it. So your job is to make your team better every day.”

The Hiring Formula That Works

Hiring in the beauty industry can make or break your business. Naomi and Sasan shared the system they use:

1. Write detailed job listings. Be specific about experience, licensing, and skills (lash lifts, brow waxing, etc.).
2. Screen first. Start with a 15-minute phone call to gauge personality and professionalism.
3. Second interview. Naomi conducts the follow-up call or in-person meeting.
4. In-person evaluation. Presentation, punctuality, and passion matter. “If your brows don’t look good in this industry,” Sasan jokes, “it’s not a good sign.”

Beyond skills, look for passion and customer focus. “I want your eyes to light up when you talk about brows,” Naomi says. “The ones who truly love people are the ones who succeed.”

Financial Differences Between Solo and Team Ownership

Money plays a big role in deciding which path fits your goals.

As a solo esthetician, expenses stay predictable, rent, supplies, and booking software. But when you expand, every system scales:

• Booking platforms: Each added team member increases your monthly cost.
• Payroll systems: Platforms like Gusto automate taxes and pay but come with a fee.
• Insurance and licenses: More employees mean higher coverage costs.
• Utilities: Bigger spaces = higher rent and electricity.

Still, the potential upside outweighs the added costs. “You’re spending more, but you’re also earning more,” says Sasan. “The key is to move from red to yellow to green — from losing money, to breaking even, to profit.”

Marketing and Growth Strategy

Marketing doesn’t change drastically between being solo and owning a salon, but scale does.

A solo esthetician might run ads five days a week during working hours. Once you have a team, you’re marketing seven days a week to fill everyone’s books.

Consistency is key. “You can’t stay stagnant,” Sasan explains. “If you’re still booking clients only through DMs, you’re slowing your growth. Automate your systems, calls, texts, booking links — and focus your energy where it counts.”

Their team uses automated phone systems and consistent digital ads, ensuring smooth client communication while freeing up time for leadership and strategy.

The Bottom Line: Passion, Patience, and Planning

Being a solo esthetician gives freedom and flexibility, but it caps your growth. Expanding into salon ownership opens new opportunities, but it comes with leadership, planning, and pressure.

Naomi and Sasan’s biggest takeaway?

“Don’t do it just for the money. Do it because you have passion. Growth takes time, but if you stay consistent, believe in your vision, and build the right team, it’s worth it.”

Whether you stay solo or start hiring, success in beauty comes down to retention, client care, and mindset. Aim for that 50–60% client retention rate, track your numbers, and keep learning — because in this industry, growth is built, not given.