How to Find Your Niche Market in a Crowded Beauty Industry

Many Niche Groups People Clustered Around Niches SignsThese days we hear so much talk about finding and targeting your niche market. However, many beauty professionals are a jack of all trades. We know that with a cosmetology license, we can operate within several areas of beauty. We can do make-up, nail care, hair care, skin care, and fashion to name a few. So why would we narrow our niche when we can do it all. Why would we risk missing out on all that business? This has been an age old question but one worth exploring.

What is a niche and how do you find yours? A niche is described in one definition as a distinct segment of a market, having a specific appeal. You can find your ideal client through word of mouth, hang out where they hang out in social media and forums, also finding groups that they belong to offline.  Get in the discussions, establish yourself as the expert by building a relationship and not trying to sell your services to them right away. As long as you are offering valuable information, they will gravitate to you. When it is appropriate for you to offer your services, they will see you as a legitimate source to alleviate their pain or concerns. If you try to sell to them before establishing a trusting relationship, you will be viewed as an online spammer or an offline unwanted solicitor.

One thing that many beauty professionals don’t do is perfect one specific skill before jumping into another craft. I am a hair stylist, I can do nail and skin care also. What I have found is that I am not that particularly passionate about nail & skin care. If I am not totally passionate about a certain area in my field, I have no problem referring that service out to someone else. By doing this, I keep a peaceful balance within myself to perfect what I truly love doing.

I remember for years, I did weave extensions. Problem was, I dreaded doing them. Although I was happy when I got paid, the actual process was a pain to me. I despised everything about them. The needles pricking me. Bonding glue getting all over my hands. The long and tiresome process of braiding the hair and then sewing the extensions down. Let me not forget the take down process. I think I despised the take down more than anything. My co-worker on the other hand, loved doing extensions. Eventually, I stopped trying to force myself into doing something that I didn’t like. I began to refer all weave requests out to other stylists. As a result, I was happier. I later discovered that I truly enjoyed working with real hair and I had clients who wanted a stylist that could get them in and out of the salon without them having to wait for the stylist to finish a weave before they could service them. You wouldn’t believe how many clients wanted a stylist that specialized exclusively in real hair.

Now many of you may not agree with this method and that is okay. However, I can say that the stylists I have known that specialized, were happier overall and had a full clientele with their specialties. I’ve known stylists who specialized specifically in hair coloring. I’ve known those that only did hair cutting. As a result, they were happy and they made a ton of money. This means that their clients were happy also.

If you know that make-up is your passion and not hair, then specialize in make-up. It will not be long until you have a following who loves make-up as much as you do. If you are a nail artist and you absolutely love designs and sparkly things on the nails, then try specializing in just that. I guarantee you there is a clientele looking for someone that specializes in nail artistry. Why bore yourself to no end catering to clients that like a more natural look and aren’t interested in your talent for creativity?

If you are passionate about organic skin care, there is a tribe out there waiting for an esthetician specializing in organic treatments. The client that is just fine with picking up cleansers from the dollar store would only frustrate you and you will soon become resentful and discouraged. The client that seeks your wisdom on all things organic will spark your passion. You will enjoy seeing her come through the door. This ideal client will listen to your instructions, follow them, and she will purchase any product that you recommend. Why? Because she values your expertise in organic skin care.

In conclusion, it doesn’t matter what you choose to do, there will be a clientele out there waiting for you to find them and to let them know you exist. You may be great at more than one thing. You could be great at hairstyling, make-up and fashion. I do not discourage you from tapping in to all of your passions, but if you find resistance in an area it’s okay to pass the service on to someone else. You will be happier and your client will appreciate it as well.


Love & Success!


Leave a Comment

{ 5 comments… read them below or add one }

leandra November 18, 2015 at 5:24 am

Thank you for this post! I’ve been coming to the realization that I have to specialize and I think I’d rather go deep niche than reach across the spectrum. It’s not just about having a business or making money, but finding joy doing so in the process.


EricaAker November 19, 2015 at 12:34 pm

Hi Leandra,
Thank you for for your comment. Many times we think being broad is the best route because logically it seems to make sense. Why would you leave money on the table? Focusing on a specific niche will more than likely bring you even more business. But you are correct, you want to make money AND have joy and peace in the process!


Kelly Parker July 9, 2016 at 12:42 pm

This is really great advice. I am one who is passionate about all things beauty. But narrowing down will help me learn more about a specific area and help others more effectively. Thanks for this post!


EricaAker July 11, 2016 at 2:16 am

Hi Kelly! Thanks so much for your reply! When I narrowed my niche, I was much happier. But I do understand it’s hard to do when you love all things beauty. Best wishes to you!


Blanche February 9, 2017 at 8:37 am

Keep on writing, great job!


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