ASCP Esty Talk – Episode 295: The Business of Skin Care

Host: Alec Cressman
Guest: Maggie Stasik, Licensed Esthetician and ASCP Program Director
Release Date: December 11, 2024

In Episode 295 of ASCP Esty Talk, host Alec Cressman engages in a comprehensive dialogue with Maggie Stasik, ASCP’s Program Director and a seasoned esthetician, delving deep into the current landscape of the skincare industry. Titled "The Business of Skin Care," this episode offers valuable insights into industry saturation, demographic trends, marketing strategies, and future growth projections, making it an essential listen for both budding and established estheticians.

1. Industry Saturation: Myth or Reality?

A central theme of the episode revolves around the debate on whether the esthetics industry has become oversaturated. Alec initiates the discussion by highlighting concerns voiced within the profession about an influx of new estheticians leading to increased competition.

Alec Cressman [04:03]: "There's a lot of talk on chit chat, on social media, and especially this year, and I think there's a lot of contributing factors for it. But there is a... there's an over saturation."

Maggie concurs, acknowledging the sentiment but adds depth by exploring underlying factors contributing to this perception.

Maggie Stasik [04:50]: "It's exploded, though, I think."

2. Demographics of Estheticians

The conversation transitions to the demographics within the industry, shedding light on the average age and tenure of estheticians in the U.S.

Alec Cressman [06:26]: "The average age of estheticians in the United States is around 41 years old."

Maggie provides a comparative perspective with the broader cosmetology field, noting similar age averages among hairdressers and cosmetologists.

Maggie Stasik [07:30]: "In our sister industry, we have hairdressers and the average age of male hairdressers, hairstylists and cosmetologists in the workforce is 44. And female hairdressers, hairstylists and cosmetologists is 40."

This demographic insight sets the stage for discussing the challenges faced by newer entrants versus established professionals.

3. Challenges for New Estheticians

Alec and Maggie delve into the hurdles that new estheticians encounter when entering a seemingly crowded market. Maggie attributes high turnover rates to factors such as inadequate marketing skills, financial constraints, and the emotional toll of building a clientele from scratch.

Maggie Stasik [14:33]: "A lot of people enter this industry...because this is not a salaried position. It takes time to build that client base...you end up leaving the aesthetics industry."

Alec reinforces this by emphasizing the importance of strategic planning and diversification beyond traditional facial treatments.

Alec Cressman [16:28]: "You have to have a plan and you have to roll with things, and you have to be ready to scale."

4. Marketing and Differentiation Strategies

Addressing the saturation concern, Alec and Maggie discuss actionable strategies for estheticians to stand out in a competitive market. They stress the significance of finding a niche and leveraging both online and offline networking to build a loyal client base.

Alec Cressman [08:54]: "What would you say then? What if somebody said, how do I differentiate myself?"
Maggie Stasik [08:58]: "You differentiate yourself by finding your niche."

Alec adds, highlighting the principle of "Community Over Competition," encouraging estheticians to build genuine relationships within their communities.

5. Gender Diversity in Esthetics

The episode also explores the evolving gender dynamics within the esthetics field. While traditionally female-dominated, there is a growing presence of male estheticians, which Maggie observes through her experiences at trade shows and educational settings.

Maggie Stasik [10:14]: "I think it has already changed... there are always male estheticians."

Alec notes the positive impact of this shift, anticipating that increased gender diversity will stimulate demand across various service lines.

Alec Cressman [10:36]: "...a more diversity in gender... will encourage even more demand across many different lines."

6. Industry Growth and Future Projections

Contrary to fears of saturation, Alec presents data illustrating robust growth within the esthetics industry. From 2018 to 2023, esthetician employment saw significant increases, with projections indicating continued expansion at a rate surpassing many other professions.

Alec Cressman [19:00]: "In 2018 there was 70,000, 71,800 estheticians employed... projected to grow by 10% from 2023."

Maggie contextualizes these numbers by highlighting the industry's relative youth and the surge in popularity of esthetic services in the past decade.

Maggie Stasik [13:14]: "Aesthetics has been around for decades... in the last 10 to 15 years, people really started to seek out aesthetics as a career."

7. Impact of Influencers and External Competition

The duo examines how influencers and medical professionals entering the skincare space affect traditional estheticians. Maggie expresses concern that the glamorized portrayal of the profession on social media may mislead aspiring estheticians about the realities of the business.

Maggie Stasik [19:23]: "Someone's watching this thinking, oh my God, I want to do that. I could do that."

Alec counters by emphasizing the importance of comprehensive training and authentic client relationships, which influencers may overlook.

8. Opportunities Beyond Traditional Roles

Highlighting the versatility within the esthetics field, Maggie underscores the myriad career paths available beyond standard facial treatments, such as roles in education, med spas, and product formulation.

Alec Cressman [16:28]: "You've played different roles in the industry... you've been a director of education for school and now you're program director for ASCP."

Maggie encourages estheticians to explore these diverse opportunities to sustain and grow their careers.

9. Conclusion and Listener Engagement

Wrapping up, Alec invites listeners to share their perspectives on the industry's state, reinforcing the community-driven ethos of the podcast. He reiterates the optimistic outlook for the esthetics field, despite concerns of saturation, backed by strong growth metrics and evolving market dynamics.

Alec Cressman [19:52]: "I still say there is a place for every face now listeners."

Key Takeaways:

• Industry Growth: The esthetics industry is expanding rapidly, with employment projections outpacing many other professions.

• Demographic Insights: The average esthetician is around 41 years old, with a significant proportion having less than five years in the field, indicating a blend of seasoned and newer professionals.

• Challenges for New Entrants: Building a clientele, effective marketing, and financial stability are primary obstacles for newcomers.

• Strategies for Success: Differentiation through niche specialization and robust networking are essential for standing out.

• Gender Diversity: Increasing male participation is enriching the industry and broadening service offerings.

• Influencer Impact: While influencers can raise industry visibility, authentic training and client relationships remain crucial for long-term success.

Notable Quotes:

• Alec Cressman [06:26]: "The average age of estheticians in the United States is around 41 years old."

• Maggie Stasik [08:58]: "You differentiate yourself by finding your niche."

• Alec Cressman [19:52]: "I still say there is a place for every face now listeners."

Stay Connected:

For more insights from Alec and Maggie or to share your thoughts on the esthetics industry, reach out via Instagram, Facebook, or email at email@getconnectedscpskincare.com. Explore additional resources and connect with ASCP through the show notes linked to the episode.

This episode serves as a vital resource for understanding the intricate dynamics of the skincare business, offering both reflective analysis and practical advice for estheticians navigating the ever-evolving beauty landscape.