How To Find Balance in the Business of Being You

By ASCP Staff 

In the world of esthetics, your brand is personal. Clients don’t just book a facial—they book you. Your energy, your voice, your vibe. It’s part of what makes this industry so special. But with that connection comes a challenge: what happens when you can’t turn it off? 

You start building a business, and before long, it takes control. Social media reinforces the idea that you have to stay visible, stay polished, stay “on.” Suddenly, taking a day off feels like failure. A slow week makes you question your worth—not just your pricing. It’s easy to fall into the trap of trying to be the “perfect esty,” even off the clock. 

This kind of pressure shows up in sneaky ways: feeling guilty when you’re not working or posting, mistaking burnout for hustle, or losing touch with the parts of yourself that have nothing to do with skin care. And when the business slows or your energy dips, it doesn’t just feel like a hit to your revenue—it feels personal. 

But here’s the truth: you can love what you do and still feel overwhelmed by it. That doesn’t mean you’re doing it wrong. It just means you’re human—and it may be time to reconnect with the parts of yourself that exist outside the treatment room. 

So, how do you stay true to your brand without losing yourself? 

• Be intentional about what you share. Your values can shine without revealing every detail of your life. 
• Set emotional boundaries. You can care deeply about your clients and still protect your peace. 
• Give yourself permission to unplug. Remember self-care. You are more than your social media, and your worth isn’t tied to how busy you are. 

Being the face of your business doesn’t mean you are your business. You are your own person first and foremost. When you honor the esty behind the brand, that’s when the real magic happens. 

Looking for more great content on ingestible skin care?

ASCP's Esty Talk episode 339, Identity Crisis, discusses the overlap between who you are and what you do.

Check out ASCP Esty Talk or subscribe to the podcast in the Apple Podcast Store, Google Podcasts, Spotify, YouTube, or wherever you access your favorite podcasts.