The 10 Numbers Every Esthetician Should Know
“A free business guide for estheticians who want to make smarter decisions, understand their numbers, and build a more profitable and sustainable career.”
-- A GIFT FROM ME You can be booked. You can be busy. You can even be generating more revenue than ever before.
But none of those things automatically mean your business is financially healthy.
One of the biggest lessons I learned while building businesses in the aesthetics industry is that revenue alone doesn't tell you enough.
You need to know what you're keeping. What your time is worth. Whether clients are coming back. How much you're spending to acquire them. Which services are actually productive. And how much revenue you need before you've truly made a profit.
That's why I created The 10 Numbers Every Esthetician Should Know.
It's a free, practical guide designed to make the business side of esthetics easier to understand—even if numbers have never been your thing.
Enter your email, and I'll send it directly to your inbox.
Inside the Free Guide
You'll learn how to understand and calculate the numbers that can tell you what's really happening inside your business.
01. Revenue
How much your business actually generates—and why revenue is only the starting point.
02. Profit
What remains after the real cost of operating your business.
03. Average Ticket
How much the average client spends each time they visit.
04. Revenue Per Treatment Hour
How much revenue your most valuable resource—your time—is producing.
05. Rebooking Rate
How consistently clients leave with their next appointment scheduled.
06. Client Retention
Whether you're simply attracting clients or actually keeping them.
07. Utilization
How much of your available treatment capacity is being used.
08. Client Acquisition Cost (CAC)
How much you're spending to acquire each new client.
09. Client Lifetime Value (LTV)
What a loyal client may be worth throughout their relationship with your business.
10. Break-Even Point
How much revenue you need to generate before the business begins producing profit.
But I Didn't Want to Give You 10 Formulas and Send You on Your Way.
Knowing the formula is useful.
Knowing what the number is telling you is much more valuable.
For each metric, I'll walk you through:
The formula — so you can calculate it yourself.
A real-world example — so the math actually makes sense.
Why it matters — because a number without context isn't particularly useful.
What to look for — so you can recognize patterns and potential problems.
What to do next — so your numbers can actually influence your decisions.
You'll also get practical worksheets and prompts to help you start applying what you learn.
You Don't Need an MBA to Understand Your Business.
You just need to understand the right numbers.
I believe estheticians should be taught more than how to perform beautiful treatments.
We should understand the business behind those treatments, too.
Because once you understand your numbers, decisions about pricing, marketing, clientele growth, hiring, equipment, services and expansion become much easier to evaluate.
Instead of asking:
“Does this sound like a good idea?”
You can start asking:
“Do the numbers support this decision?”
That is a very different way to build a business.
This Guide Is For You If...
You're an esthetician building your first clientele.
You're considering booth or suite rental.
You're trying to turn a fully booked schedule into a more profitable one.
You're thinking about opening your own esthetics business or medspa.
You're considering purchasing an expensive aesthetic device.
You're spending money on marketing but aren't sure whether it's working.
You're thinking about hiring your first employee.
Or you've simply realized:
“I'm making money, but I don't understand my business numbers as well as I should.”
You don't need to wait until you own a large business to learn this.
In fact, I think learning it earlier is better.
A Note From Erica
I didn't build my businesses because I had some perfect roadmap for entrepreneurship.
I learned a lot of this by doing it.
By making decisions.
By making mistakes.
By looking at the numbers after those decisions and realizing what I should have understood beforehand.
Over time, I've learned that some of the most important business questions aren't complicated.
What are we making?
What are we keeping?
What is our time worth?
Are clients coming back?
What does growth cost us?
And is the business actually getting healthier?
I created this guide because I want more estheticians to start asking those questions earlier than I did.
— Erica Roybal
Esthetics Educator • Entrepreneur • Author
