The Truth About Running a Business
Running a beauty business sounds glamorous, but there’s so much that happens behind the scenes, from uncertain months to unexpected lessons. Here’s what it’s really like...
Success doesn’t follow a set timeline, and sometimes the path to finding your true purpose takes longer than expected. At 30, I stepped away from the corporate world and leapt into entrepreneurship. I’ve been running my aesthetic business for six years now and I’m finally ready to share my life and business lessons.
I find it difficult when people label me as "successful." Sure, I get booked and busy, but I’m not busy every single day. There are times when I look around and wonder where my next clients are coming from.
I’m not afraid to admit that because, honestly, this is a reality for every business owner I know. There are seasons of abundance and times of quiet. While the ups and downs don’t unsettle like before, there was a time when I’d feel deeply anxious during slow periods.
The truth is, running a business isn’t for everyone.
It sounds all rosy, but as I mentioned, there are tough months where I’m praying that by the grace of God, clients show up.
And somehow, they always do.
Oddly enough, despite the challenges, I’m a firm believer in the saying "pick your hard." Life is hard, working a 9-5 is hard, being self-employed is hard, but I know which one I prefer.
How do I do it?
Right now, I might have two or three appointments in a day, followed by a stretch of free time.
On those days, I relish the opportunity to find other ways to work and build my business outside of seeing clients. There are so many other things I find myself doing, from admin to creating content and networking with other business owners, and, of course, spending time with my friends and family.
So, if you were to ask me how I manage to have a work-life balance as a businesswoman and whether I find it difficult, at least for this season of my life, I’m managing things pretty well because life isn’t that busy right now.
Obviously, if you’d like to make me even busier, book an appointment here:
I’ve developed a habit of writing everything down. This habit came from realising that in the early days, my productivity wasn’t where I wanted it to be, so I knew I needed a system to hold myself accountable.
I basically create my own KPIs now.
But this isn’t just for my business, it also serves as a reminder to check in with my friends and loved ones.
It might sound silly, but doing this ensures that the busyness or problems of life never isolate me from those I care about, because there’s always a constant reminder in front of me.
Research shows that up to 70% of close friendships and 52% of our social networks end after seven years.
I’ve seen a lot of trending videos online about friendship breakups and how busy we are as adults. While there’s some truth to that, I think it’s important to recognise that some relationships simply go through seasons.
At 36, I find myself in a place where some of my friends have children, some are married, and some aren’t. We all need to respect that we might not have the same time we once did. While I don’t have children, my business can be incredibly demanding, especially during busy seasons. So when I’m working, I’m working. Interests change as our lives evolve, and that doesn’t mean I love my friends any less or that they don’t love me. It’s really about accepting that parts of our lives are just different. Change isn’t inherently bad; it’s about asking ourselves how we can make our friendships work in this new dynamic.
If it turns out that we can’t find a way, that’s okay too. But I feel that sometimes people are too quick to throw in the towel. Relationships require effort and understanding, and recognising that we’re all on different paths can help us navigate these shifts more gracefully.
Anyway, do you know what I find really beautiful?
My clients.
The relationships I build with them are something special. It’s strange, really, but we often dive into deep conversations that I don’t have anywhere else. We talk about infertility, the realities of marriage, ageing, insecurities.
There’s something liberating, maybe even freeing, about discussing these topics with strangers. It allows me to get educated on subjects I may not always talk about with friends. For example, some of my clients are Gen Z, while others are Boomers. Talking with them makes me realise that we’re all going through things in life, some things I’d never imagine, and that women are just so strong.
My studio transforms into a kind of therapy space, not just for them but for me too. I find myself advising young women, while older ones share their wisdom with me. Most times, I leave feeling lighter, almost as though I’ve shed some weight.
If I had one piece of advice for anyone looking to start a business, whether in beauty or any other field, it would be this: learn your market, and learn it well. Let me be real with you, I jumped into this headfirst. If I could give one piece of advice to anyone thinking of starting a business, it’s this: learn your craft and understand your market. I didn’t have that clarity when I started. I had already left my job, so I had nothing to lose and everything to gain. But looking back, if I had known more about industry trends and normal business cycles, I would’ve been better prepared for the slower months that can catch you off guard.
Here’s what I mean: when you’re starting in an industry like beauty, it’s easy to feel like you’re failing if things slow down. But understanding business patterns, like knowing that in January, February, and March most people aren’t spending on beauty because of the weather and post-holiday financial tightness, will keep you grounded. You won’t give up so easily. That way, when business picks up around Easter, you’ll know it’s not you, it’s just the natural flow of your industry.
Beyond understanding the market, I want to emphasise something: patience, consistency, and tenacity are non-negotiable. I’ve been doing this for over six years, and I’m still not where I want to be. I’m proud of what I’ve built, but success, as I envision it, hasn’t been reached yet. And that’s okay, because every step of this journey requires time.
If you want to start a business, be ready to crawl before you walk. There’s no fast-forwarding this process. You’ll make mistakes, you’ll have bad clients, but that’s part of it. When a bad experience happens, you can’t let it knock you off your path. You need the tenacity to say, “Okay, how do I get better from here?” Your consistency in showing up, learning, and improving is what’s going to make the difference.
I love The Four Agreements by Don Miguel Ruiz, and one of them that really stands out to me is: always do your best. When you’ve left your job and are running your own business, you want to be able to say that you did your absolute best. That way, if something doesn’t work out, you won’t have any regrets because you gave it everything.
The beauty of this journey is that it’s ever-evolving. Each experience, each client interaction, teaches me something new. Embrace the process, stay curious, and always strive to improve. That’s what will keep you going in this business.
Recommendations: My Top Picks
Film: Blink Twice
Fashion buy: YSL - Jeanne embellished glossed-leather slingback pumps
Restaurant: Figo, Leyton - sensational food, not every day Mayfair!
And obviously I’ll have to recommend my favourite aesthetician (me!) book an appointment here:
Such a good read! As a business owner myself, I can totally resonate. Thanks for sharing Donita xx