For the Girls Who Are Booked + In Their Soft Era
You can have great success without sacrificing yourself in the process. . . . .
Disclaimers: This post is based on my personal experiences and observations in the beauty industry. While every artist's journey is different, this isn't expert legal or financial advice—it's real talk from someone who's navigated the ups and downs of building a sustainable beauty business. Take what resonates, leave what doesn't.
You know that moment when everything you asked for finally shows up…and suddenly, you’re lowkey terrified?
You've been grinding for years, manifesting clients, building your reputation, perfecting your craft. You curated those vision boards, said those affirmations, sat in your car and prayed your heart out countless times, and put in the work when nobody was watching. And NOW you can barely keep up with the demand you’ve created for yourself.
Your calendar is booked solid for the next three months. Your DMs are flooded with inquiries you barely have time to respond to. You're making more money than you ever dreamed of, but you haven't had a full day off in weeks. You're not just living the dream, but actually an answered prayer. But tell me, it feels more like controlled chaos, doesn’t it?
The clients who couldn't afford you six months ago are now your bread and butter. The techniques you used to struggle with are now second nature. The confidence you prayed for is finally here, and somehow, you feel more scattered than ever.
Hear me: These are all good problems to have!
You're in demand - The market has validated your worth.
You're profitable - Your prayers about money have been answered.
You have options - You can be selective about opportunities.
You have leverage - You can set terms instead of accepting them.
Before you start thinking you're ungrateful or that something's wrong with you for feeling overwhelmed by your success, let me stop you right there. This isn't about being ungrateful—this is about being unprepared for the level of success you have manifested.
This isn't the time to break down. This isn't the time to let burnout overtake you. This is your season to TF scale-up!
Being booked and busy is the goal until it becomes the problem. When you're so deep in the day-to-day hustle that you can't see the forest for the trees, you're not running a business—you're ultimately running a very profitable hamster wheel.
Understand that being busy and being successful are not the same thing. Respectfully!
Okay babe, I just need two things from you👩🏾💻📝✍🏾:
Go ahead and bookmark this post so you’re not scrambling to find it later.
Grab your notes app or a notebook because this info is too good to just “remember.”
The Ril Talk
By now y’all should know how honest I am so here goes: I've never experienced that "booked solid for months, can't breathe, living off energy drinks and prayers" lifestyle. And I am so grateful for not having to!
Here's what nobody tells you about success: It will test every single system, boundary, and limit you thought you had.
Back in 2016, when I first started doing makeup, I had a natural grip on how to run my business. In the first couple of years, I moved with instinct, clarity, and just enough structure to keep things flowing. I wasn’t booked every single weekend, but business was consistent, I was focused, having fun, and in alignment with what felt right for me. I was managing being a full-time student and first-generation entrepreneur—and doing it well!
Somewhere between 2018 and 2019, I started following the journeys of artists I admired—many of whom were known for their timeless beauty approach. Their artistry and business acumen inspired me deeply. But instead of feeling pressure to imitate them, I used what I was learning to sharpen what I already had. Their careers affirmed something I was already practicing: you don’t need to be booked out to be successful. I saw the power of charging what I was worth, refining my client experience, and creating boundaries that made room for both peace and profit.
And while I’ve never personally felt the weight of being overbooked, I’ve seen the fallout up close. I’ve assisted overwhelmed peers on hectic wedding and photoshoot sets, stepped in to manage their client overflow, and even helped restructure their booking systems. I’ve witnessed what happens when your gift takes off faster than your boundaries can keep up.
That said, I also recognize the privilege of my own timeline. I’m not coordinating with a husband or raising a family (cues eye roll🙄😭🤣), so my flexibility looks very different than a lot of artists I know, who are juggling multiple roles and businesses at once. Even with all this flexibility, I’ve never been willing to run myself into the ground for a client or two. I love what I do too much to let being “busy” turn into burnout—or let people’s demands strip the joy from my passion. There’s a massive difference between staying booked and staying in control—between working nonstop and actually building something that supports your lifestyle, and not just your career.
Now, I get it—bridal and celebrity artists operate differently than those of us who mainly specialize in the everyday, modern woman. Different industries have different demands, but regardless of your niche, the artists who stay successful have bulletproof systems, crystal-clear boundaries, and a deep understanding of what successful longevity looks like for them.
And today, I’m breaking down exactly how to make this your new normal.
The Soft Era Paradox
Soft era living is what happens when you’re deeply secure in yourself, whether you are fully booked or not. You get to be spontaneous because your foundation is solid. You can book that last-minute flight to visit your college friend because your calendar has the availability to do so. You can roam your favorite creative pockets of your city on a random Tuesday afternoon, not because you're procrastinating, but because you've earned the space to let inspiration find you.
Soft era living is having the mental bandwidth to notice new, yet simple things—the way light hits your coffee cup, how that vintage bookstore you've walked past a hundred times suddenly calls to you, the urge to try that ceramics class you've been curious about. It's saying yes to the dinner invitation, the weekend road trip, the random museum exhibit, all because your work isn't constantly pulling at your attention.
When your business runs itself, your creativity gets to breathe. You're not just surviving your artistic practice—you're living it. You get to take photos because something random and beautiful caught your eye, not because you need content. You explore new neighborhoods, try new restaurants, have long conversations with strangers, all because you finally have the headspace to be present for your own life.
This is the real luxury of being booked and organized. Your days create more room for magic, for wandering, for the kind of experiences that feed your soul—inevitably feeding your art. The structure you've built doesn't confine you—it sets you free to be the person you always dreamed of becoming.
We Don’t Chase, We Attract
You know what separates the girls who get booked from the girls who get booked AND stay booked?
They girls who stay booked stopped chasing every opportunity and started building a brand that attracts them.
When you're consistently booked, you have something most artists dream of: leverage. You get to be selective. You get to raise your rates. You get to fire problem clients and focus on the ones who truly value what you do.
But here's the kicker—most artists don't use this leverage. They're so afraid of going back to the slow season that they operate from scarcity even when they're swimming in abundance. They typically keep their rates low "just in case," they tolerate difficult clients because "at least they're paying", and they burn themselves out trying to accommodate everyone.
If what I just said above describes you, that ends today!
This mindset shift is everything: instead of thinking "I hope this busy season lasts", start thinking "How do I use this momentum to build the business I actually want?". Temporary busy-ness happens to anyone with decent marketing while permanent success happens to artists who leverage their peak moments by create lasting systems.
Let's start with the foundation—shifting how you think and talk to yourself:
From: "I have to do everything myself."
To: "I need to build systems that work without me."
The reality: You became successful because you're talented, but you'll stay successful because you're smart about scaling.
From: "I should take every opportunity."
To: "I should take the right opportunities."
The reality: Taking every opportunity can block some of your best ones.
From: "I can't afford to say ‘no’."
To: "I can't afford to say ‘yes’ to everything."
The reality: Every ‘yes’ that drains your energy is a ‘no’ to the work that energizes and benefits you most.
From: "Being busy means being successful."
To: "Being strategic means being successful."
The reality: Anyone can fill their calendar with low-paying, high-stress work. True success is intentional demand for your best services.
The shift happens when you realize: You're not fighting for survival anymore—you're optimizing for sustainability. That changes every single decision you make.
Master Your Calendar Like the CEO You Are
Your calendar is your business plan in action. If you're truly booked and busy, your calendar should tell a story of intentional growth, and not chaotic overwhelm.
Here's how to audit and optimize:
The 60-75 Day Rule (Your New Best Friend)
Based on my services and my personal availability, I open my books 60–75 days in advance because it’s the perfect balance: enough time for serious clients to plan, but close enough to keep things intentional. It builds urgency, protects my flexibility, and ensures my calendar is full of people who really want to work with me and not just those who booked out of impulse or panic. When clients see limited availability, they book faster and value your time even more.
Here's how to implement this, step-by-step:
Block off your personal time first: Self-care isn’t selfish—it’s mandatory. Add vacations, doctor’s visits, family time, date nights, and hair appointments before anything else.
Treat your behind-the-scenes time like client work: Admin tasks, content creation, and business development deserve space on your calendar too—so schedule them in. Doing this also encourages you to remain disciplined in your planning for marketing your business.
Set your calendar to roll out new dates weekly: For example, every Sunday, have 7 new days automatically open—keeping your availability 60–75 days ahead without overextending.
Build in buffer time: Leave space between appointments for travel, setup, rest, and real-life delays. It’s how you protect your peace and your professionalism. I usually leave a 60-minute window between in-studio clients, and a 90-minute window between my luxury house calls considering traffic.
Not everyone needs 60–75 days. If that feels too far out for your own rhythm, find a window that works for you. 30 days can feel too last-minute for serious clients, while 90 days can leave too much room for cancellations and accidental overbooking. The sweet spot, for me of 60-75 days, is a booking window that creates ease and honors my time.
The Art of Strategic Blocking
Now that you've established your booking window, it's time to architect your actual schedule.
Energy-Based Scheduling (Not Just Time-Based)
I don't just look at when I'm available—I look at how I'm available. Mondays and Tuesdays are sacred—completely off-limits for bookings unless it’s a high-priority situation discussed over email. My strategy calls happen Wednesday through Friday mornings, when my mind is sharpest for business conversations. From Friday afternoons through Sunday, I’m in full creative flow, so those peak slots are reserved for my most aligned, high-level services—my in-studio makeup appointments or my luxury house calls.
Some of my services require a separate request form, which can be submitted through my booking site. These offerings aren’t available for direct booking—clients must request their desired date, and once approved, an invoice and service agreement are sent. The date is only added to my calendar once both are completed.
The Power of Intentional Grouping:
The beauty of having this energy-based structure isn't the predictability—it's the creative freedom it creates within each container.
Yes, I know Wednesday mornings are for strategy calls, but what happens within those calls is always a surprise. One week I'm diving deep into a complete business overhaul with an artist ready to scale, the next I'm troubleshooting pricing psychology with another artist who just started offering premium services. Same time slot, totally different creative challenges.
My weekend makeup appointments follow the same principle. I know Saturday afternoons are blocked for transformations, but I never know if I'll be creating something bold for editorial drama or that perfect "no-makeup makeup" that somehow takes the most skill of all.
The framework stays consistent so the creativity can stay wild. Each appointment becomes genuinely exciting because I'm showing up energetically aligned with the type of work I'm doing, which means I can be fully present for whatever creative direction each client takes me.
Stuck on your next business move?
Let's figure it out together! Our Beauty Business Strategy Call is where clarity meets action—and where your "what if" becomes your "here's how".
Your Body of Work Needs a Body That Works
You can't pour from an empty cup, and you definitely can't create magic when you're running on three hours of sleep and adrenaline. You've probably convinced yourself that grinding 24/7 is what separates the pros from the wannabes, but the real pros know something you might not—they protect their energy like it's their most valuable currency. Because it is. Every "yes" to another late-night revision is a "no" to tomorrow's breakthrough idea. Every skipped meal is borrowed time from your future self. The artists who last decades in this business aren't the ones who burned brightest—they're the ones who learned to tend their fire. *now that’s a bar*
Your Soft Era Needs These Non-Negotiables
As a high achiever, you understand that your talent, creativity, and drive are your most valuable assets. But these assets are only as strong as the person who wields them.
Daily Anchors:
7–8 hours of real sleep: Your brain cleans itself while you sleep. No rest = mental clutter.
A morning moment before the noise: Take at least 10 minutes before touching your phone. Let your mind arrive before the world does.
Real meals, not just caffeine and vibes: You need fuel and nutrients, not just stimulation.
Movement that energizes you: Take a walk. Try pilates. Have fun dancing in the mirror. Do anything that gets your blood (and ideas) flowing.
Between-client resets: Take time to regroup, breathe, and transition between appointments.
Clear end-of-day boundary: Close that laptop. Put your business phone on DND. Light a candle and turn on a comfort show. Pour yourself a glass of wine and lay out your clothes for the next day. Run a bubble bath and read a chapter of a book that’s been collecting dust. Just do something that signals “I’m done with work for the day”.
Weekly Restorations:
One full day off—no admin, no emails, no ‘quick tasks’: Just you, unplugged. Give yourself one day with no talk about work at all, which includes venting. Your brain needs a break too.
Creative play that’s not tied to beauty or business: Practice painting. Go thrifting. Visit a museum. Binge an anime show while stuffing your face with snacks.
Time for activities that refill your creative well: Museums, nature, reading fiction, playing music—whatever feeds your soul, find it and do it.
Social connection beyond work: Connect with people who couldn’t care less about your latest booking (respectfully)—family, friends, community. People who actually care about spending time with just you!
Monthly Check-ins:
“State of the union” with yourself: What’s working? What’s not? What’s feeling off and what needs care?
Financial check-in and business review: Know your numbers, track your progress, reflect on your performance, consider what needs to shift, and collect feedback from the people you’re serving. Progress is data and experience.
Professional development or skill building: Stretch beyond what’s familiar. Sharpen your techniques, explore new tools, and stay connected to the evolving standards of your industry.
Personal activities that remind you who you are outside of work: Pick up a hobby with no pressure to monetize it. Volunteer, explore new neighborhoods, or take yourself somewhere unfamiliar—just do something that reconnects you to joy without tying it to your career.
Quarterly Recalibration:
Goal setting and vision alignment: Check if you're still heading where you want to go, or if it's time to pivot.
Strategy review and planning: What's working, what's not, and does where you're heading next feel aligned?
Refine your rates + offers: Do your current rates reflect the growth you’ve experienced? Are you charging with clarity, not fear? And most importantly: Can your rates and offers sustain the lifestyle you’re actually working toward?
And if you’re thinking, “I don’t have time for all this”—that’s exactly the point. Creating a soft life requires great intention, not just aesthetics. You have to make room for what sustains you. That means doing the unsexy groundwork now so your lifestyle doesn’t collapse later. The softer you want your day-to-day to feel, the more structure it takes behind-the-scenes. A true soft era isn’t passive—it’s demanded, designed, honored, and protected.
Your business deserves more than crossed fingers and good vibes.
If you're ready to swap hope for strategy, a Beauty Business Strategy Call is where the magic happens.
Damage Control 101: Your 'I Can't Keep Going Like This' Guide
Burnout is sneaky. It doesn’t always show up as tears or breakdowns—sometimes it’s quiet. Subtle. It looks like dragging your feet through tasks you used to love. It sounds like sighing before you answer a clients call. It feels like finishing a full week of work and still questioning if you did enough.
Burnout is when your nervous system gets stuck in overdrive. It’s when your body starts treating your own success like a threat, or like when the work that used to light you up starts to feel like just another obligation. It's emotional, physical, and creative exhaustion and it creeps up when you've been running on fumes for so long that you forget what ease even feels like.
If you’re experiencing this—and you can feel your head nodding in agreement as you read—take this next section as a loving cue. You’re not broken; you’re human, and you’re perfectly positioned to course-correct before it’s too late.
The Early Warning System
Your body and mind signal burnout long before it hits. Watch for:
Physical: Tired despite good sleep, frequent illness, tension headaches, appetite changes, hands feeling heavy during services.
Mental/Emotional: Sunday scaries extending to Monday, irritation with simple requests, rushing through services you used to savor, decision-making difficulty.
Creative: Defaulting to same formulas, avoiding new techniques, feeling jealous instead of inspired, losing interest in your work.
Don’t dismiss these as “part of the hustle”—they’re your alarm system telling you to adjust, and to do it fast.
The Capacity Audit: Full or Just Disorganized?
Before panicking about overwhelm, audit your reality:
Time: How many hours are you spending working vs. thinking about work? Are you spending more time on admin tasks than your actual artistry, and out of this time, what are you actually accomplishing?
Energy: What feels smooth vs. unnecessarily complicated? Are you saying yes to things, people, and situations that don't align because you're afraid to say “no“?
Boundaries: Are clients respecting your communication hours? Are you respecting your communication hours? Do you have actual days off or just unbooked days? (THERE’S A DIFFERENCE SIS!)
The goal isn’t necessarily just to do less. It's also to lead with the clarity and confidence that comes from knowing you're building this to last—not something you have to keep rescuing just to keep it going.
Sis, It Might Be Time to Hire Somebody
When systems aren’t enough—it’s time to expand your capacity.
First of all, CONGRATULATIONS!!!! 🍾🥂✨
Most artists don’t get to this point—not because they aren’t talented, but because they never built the foundation that growth requires. The fact that you’re even considering hiring help means you’ve done something right. That deserves acknowledgment.
I know it’s not easy because trusting someone else with parts of your business is extremely personal. But if business is booming, your systems are solid, your automations are flowing, money is great, and you still feel like you don’t have space to breathe…..it’s safe to say that it’s not a discipline problem. It’s a capacity one. You don’t need another productivity hack. You need help!
Here’s how to do it well:
📝 Clearly define the role before you delegate: Don't just say "I need help." List exactly what you want off your plate—DM responses, client follow-ups, inbox management, product ordering, kit cleaning, content uploads, etc. When you know what you need, you can hire the right person for it and give them clear direction.
🌟 Vet for character, not just skill: Don't just hire your homegirl because she's sweet and needs a job. Look for someone who communicates well, respects boundaries, moves with integrity, and understands your brand values. Does she have any experience in what you’re looking for? Can she respond to emails professionally? Can she handle things when you're not around? Skills can be taught. Character cannot!
🎓 Train slowly and intentionally: You don't need to build a whole manual overnight. Start small and build trust before handing over bigger responsibilities. Share screen recordings, record voice notes, and walk them through your exact processes. Show them how you move so they can match your flow. Give feedback early and often.
💅🏾 Lead like a partner, not a micromanager: Lead with clarity, be respectful, and give them room to grow. You don't need to be besties or micromanage—but clear communication and kindness go a long way.
Before You Go. . . .
🫂 Congratulations on where you are in your journey! If your books are full, but your body is running on fumes, this is your sign to rework the way you move. Not because you're doing it wrong, but because you've maybe outgrown your old ways. There's a better way to be booked—one that includes breathing room, honors your peace, and doesn't require you to prove anything to anybody, but yourself.
If you're already walking that walk? Cheers to you! May your boundaries be firm, your calendar flexible, and your money continue to flow with ease!!! You earned this life, now don't forget to enjoy it!
And last, but certainly not least, if you're reading this during a slower season and thinking "I wish I had this problem", I see you too. Check out For the Girls Who Aren't Booked and Busy (Right Now)—because every season has its purpose and its lessons.
Now go be great—on your own terms.
Thank you so much for reading! ♥️
Until next time,
Your Beauty Experience Coach,
Found this helpful? Don’t keep it to yourself—share it with your beauty pro friends or your community! Let’s keep the conversation going drop a comment below or slide into my DMs—I’d love to hear your thoughts! ♥️💭✨
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