Esthetics clinics operate in a different space from the rest of the service sector: the client is exposed, vulnerable, expecting visible results. Detail matters - from prior preparation (no makeup, no sun) to the technical history of each treatment. This guide is the setup we see working in small studios and in clinics with 8+ professionals.
The esthetics client is different
Whoever books a manicure decides in 30 seconds. Whoever books a deep facial invests time researching, comparing, reading descriptions, asking questions. That changes how you configure the page: richer descriptions, before/after photos, clear prior conditions, explicit cancellation policy. All part of the trust funnel.
Catalog organized in categories
Instead of listing 30 mixed services, group by category. The client filters mentally in seconds.
- Waxing: full legs, half leg, underarms, simple bikini, full bikini, upper lip, full body.
- Facials: deep cleansing, hydration, anti-aging, chemical peel, microneedling.
- Body: lymphatic drainage, relaxing massage, sports massage, anti-cellulite.
- Manicure / pedicure: gel, semi-permanent, French, nail art, spa.
- Devices: radiofrequency, cryolipolysis, cavitation, laser.
- Brows and lashes: design, micropigmentation, lash lift, henna.
Descriptions that sell (and protect)
Each service has a description field. In esthetics, this description is dual: it sells (explains result and benefit) and protects (lists prior conditions and contraindications).
Private notes: the clinical history
This is the esthetics feature. Each client has a history that grows over months - what was treated, with what product, with what reaction, next steps. Private notes keep everything in one place.
- Allergic to nickel (don't use coated instruments).
- Sensitive skin, reacts to glycolic acid above 10%.
- Session 03/12: hydration + mask - reacted well.
- Session 04/12: salicylic peel 15% - light flaking day 3, normal.
- Next: introduce vitamin C serum daily.
- Photo before / after - visible difference on forehead.
Stricter cancellation than other industries
In esthetics, margin is tight and material can be expensive (chemical peels, ampoules, masks). No-shows cost real money - and the client gets it if the rule is clear.
| Sector | Recommended minimum window |
|---|---|
| Barbershop | 12-24h |
| Hair salon | 24h |
| Esthetics (facials, body) | 48h |
| Devices (laser, cryolipolysis) | 72h - expensive material, long slot |
Communicate in service descriptions
Cancel up to 48h before, please. No-shows without notice may require contribution to the next booking.
Automatic confirmation repeats the rule
Goes out with 1-click cancel - makes life easy for those who can't come.
24h reminder (Pro+)
Last call for those who haven't confirmed. WhatsApp has immediate read rate.
Log every no-show on the card
Client missed twice? Before the third booking, talk - or require phone confirmation.
Team: each esthetician with her specialty
Estheticians rarely do everything. One specializes in laser hair removal, another in facials, another in massage. Configuring each one's catalog avoids wrong bookings and mismatches.
Devices: managing rooms, not just people
In a clinic with devices, there's an extra layer: the equipment. You have 2 estheticians but only 1 cryolipolysis machine. How to manage? BookHero doesn't have automatic physical-resource management, but there's a trick: create the device as a virtual professional.
Invoicing for reimbursement and insurance
Some esthetics treatments are reimbursed (health funds, insurance covering post-surgical lymphatic drainage, for example). The client requests an invoice with tax ID and precise description. BookHero issues an informational PDF document in 10 seconds, with tax ID, address and a description you control.
Packages (without automatic counter)
Many clinics sell packages (6 laser sessions, 10 cryolipolysis sessions) at a discount. BookHero doesn't have an automatic session counter - but there are two ways to manage them well:
| Approach | How it works | Advantage |
|---|---|---|
| One-off product at checkout | Create Pack 6 laser - 1 unit in the products catalog. Charge it all on the first session. | Revenue recognized at the moment, no fuss. |
| Pre-booked appointments | Book all 6 sessions on the first visit. Private notes log active package. | Client sees all sessions on her calendar. Visible commitment. |
Reports: what to look at monthly
| Indicator | Healthy | Red flag |
|---|---|---|
| Revenue mix by category | Balanced between facials, body, waxing | One category > 70% (vulnerable to seasonality) |
| No-shows in waxing | <10% | >15% (clients don't confirm small bookings) |
| No-shows in devices | <5% | >8% (expensive - review prepayment) |
| Client returns in 30 days | 50-65% | <40% (something fails in the first experience) |
| Average booking value with product | +10-20% over service | Stagnant (review product catalog) |
10-day launch plan
Days 1-2: catalog organized in categories
Cover 80% of services with rich descriptions.
Days 3-4: team, with individual catalogs
Each esthetician picks her services.
Day 5: cancellation policy and descriptions
Read each description as a client; tighten what's vague.
Day 6: WhatsApp reminders + confirmation
Turn on Pro+ for the right channel.
Day 7: products and packages at checkout
Shampoos, serums, masks, promotional packs.
Days 8-9: import clientele
CSV or manual - private notes grow with each visit.
Day 10: share the link
Instagram bio, Google Business, partnerships with neighboring shops.
FAQ
Can I ask for a photo before booking (to assess fit)?
BookHero doesn't have photo upload at booking. The workaround is creating an Initial assessment service (free or symbolic) where you discuss the case by message or in person, before booking the real treatment.
How do I handle clients asking for a package discount?
Create packages as products at checkout. Pack 6 sessions 15% off - 1 unit. Charge upfront, log active package in private notes.
What about treatments requiring several spaced sessions?
Book all sessions on the first visit (e.g. 6 sessions every 3 weeks). The client gets confirmation for each and a reminder before each.
Can I send post-treatment instructions automatically?
BookHero doesn't have automatic post-service messaging. The workaround is including instructions in the service description (which goes in the confirmation) or sending them manually via team WhatsApp.
How does invoicing work?
Informational PDF document (FAT, COR, EC, SC depending on type) with the client's tax ID and address. Sufficient for 95% of cases. For certified tax-authority invoicing, integrate with external fiscal software.