Understanding the Push for Price Transparency in the Beauty Space

Pricing transparency is a new legislative topic, but in the treatment room, the idea of strict service menu rules may clash with some professionals and the reality of customized care.

New York recently filed a bill that would require cosmetologists to disclose service prices twice: Once when booking and again before service begins. The goal is to protect consumers from surprise charges and to promote transparency. In medical settings, this level of openness is welcomed; no one wants a mysterious, unexpected charge. However, when it comes to beauty and wellness, does this level of regulation solve a real problem, or does it create new ones? Are clients feeling misled?

As the conversation around price disclosure grows, it’s worth exploring how laws like this could help or hinder esties. We’ve assembled the pros and cons and some best pricing practices every esthetician should have in place.

Pros: Building Trust and Client Connection
From the moment a client books to the moment they check out, transparent pricing can positively shape their spa experience. When clients know exactly what they’re paying for, they feel informed and included. Providing clear expectations from the get-go helps reduce financial anxiety and sets the tone for a relaxing visit. A strong, transparent price list should include:

• Service cost and what’s included
• Optional add-ons or upgrades
• Follow-up or complimentary services

Avoid using “base costs” and vague wording such as “starting at.” Even if it means listing multiple scenarios or tiered pricing, a fully transparent menu helps clients plan and prevents sticker shock at the front desk. It may also prevent negative reviews, which is always a win.

This leads into how transparent pricing can support client retention. Clients who feel informed are more likely to become your beloved regulars, the ones who prebook and keep your books steady. One factor that can turn a fair-weather client into a repeat regular is consistent pricing. Giving clients financial predictability builds long-term trust, and that’s an excellent foundation for repeat business.

Some tools that make transparent pricing easy:

• Written price lists: Brochures, signage, and printed menus keep info consistent and visible.
• Online booking platforms: Clients can see prices before they click “confirm.”
• Itemized receipts: List all services and/or products used to avoid confusion.
• Consistent communication: Train your team so every client receives the same pricing information.

Cons: Being Boxed in and Stifled
On paper, transparent pricing sounds like a win-win. But the proposed New York bill raises concerns. If you must disclose pricing at booking and again before the service, that could lock you into a fixed price, even if a client’s needs change.

Unlike a fixed medical copay, esthetics services vary client to client. A 60-minute facial can look different depending on skin condition, sensitivity, product usage, and add-ons. A price law that’s overly rigid may assume every service is identical. But seasoned estheticians know that’s not the case. Once you assess a client’s skin, their needs may change. Imagine this: A client books a traditional facial, but their skin is dry and could benefit from a vitamin C mask. With a restrictive price transparency law, you face a dilemma:

• Perform the traditional facial
• Charge more for the vitamin C mask add-on and risk a compliance issue

Esthetics is hands-on and adaptive. You assess, adjust, and customize in real time. Price transparency laws could unintentionally limit personalized treatments and discourage beneficial upgrades.

Best Pricing Practices
While lawmakers sort out the details, there’s plenty you can do right now to keep pricing clear and stress-free for everyone.

1. Publish clear prices: Skip vague terms like “starting at,” “as low as,” and “up to.” If pricing varies, explain why and offer a range.
2. Discuss add-ons up front: Let clients know what’s included, recommended, and optional.
3. Avoid hidden fees: Inform clients if something costs extra before a service begins (add-ons, products, time).
4. Require consultations for complex services: For treatments like advanced chem peels, microneedling, or laser, a consultation provides clients with clear pricing expectations.
5. Update your menu regularly: Make a habit of revisiting your pricing so it reflects your expertise, product costs, and current market trends. If it’s been five years, it’s probably time to reassess.

As the industry continues to evolve, so will conversations around pricing transparency. And while pricing in the beauty and wellness space isn’t one-size-fits-all, what matters most is choosing a system that supports your workflow and keeps clients feeling informed and cared for. Trust your expertise, because you’re the one who knows what works best in your treatment room.

Bonus reading for the financially savvy skin care pro: Check out our Skin Deep article “Pay Raise” to explore financial strategies for estheticians.