For the Girls Who Aren’t Booked and Busy (Right Now)
Not booked and busy? That’s the blessing and here’s why. . . . .
Disclaimers: This post is based on my personal experiences, observations, and the honest conversations happening behind the scenes in the beauty industry. While every artist’s journey looks different, I hope these words serve as a mirror, a push, or a plan for those navigating slower seasons. This isn’t expert legal or financial advice, it’s real talk from a working artist who’s been through the highs, the lows, and the rebuilding. Take what resonates, leave what doesn’t, and stay focused on what’s best for you. This post may contain affiliate links, which means I may earn a commission at no extra cost to you. I only recommend products I genuinely believe in!
You know when the algorithm knows just exactly what you need to see?
Fairly recently, I opened Instagram and saw a reel from Kierra Lanice, Celebrity Makeup Artist and Men's Groomer, reposted on another beauty page. I thought, "Omg, this is right on time, and oh wow, I’m glad she popped up!" Now I used to follow her on my original Make Them More® Instagram page (new page, same purpose, and we are looking good so far), so I love when the algorithm brings back familiar faces I've been rooting for.
Plot twist: I had been planning to address this exact topic at the beginning of July, but her post said “push this out now”!
So here’s the reality check some of us need—times are hard right now. Everything is expensive, and this summer slowdown feels heavier than your usual seasonal dips. But before you start spiraling and crashing out, or thinking about completely throwing in the towel, I need you to shift your perspective on what this season actually is.
This isn't panic time. This isn't quitting time. This is your preparation season.
“Use this downtime to prepare for your dream client.”
Click to view full post and follow Kierra on Instagram.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
I've been in the beauty industry now for a total of 12 years and it wasn't until about my sixth year in, that's halfway through my journey, that I realized that down seasons are actually some of my favorite seasons.
I know you may be thinking, “Ril what? How? You're not making any money, clients are inconsistent, and things are not easy to predict. Where are the funds?” For me, these are some the best times because 1) I get to really slow down and analyze my business and my goals—making sure I am on track, and 2) I also get to live in the moment and be more present in life in general, which I really thoroughly enjoy!
These moments give me space to reflect on the past few months—and even the last couple of years—to see what’s working, what’s not, and where I can grow. It also gives me the opportunity to reshape certain areas of my business—from policy updates to stronger contracts, a more intentional network, and a refreshed service menu—so everything aligns with where I’m headed next.
Beyond reflecting on what’s already in place and what’s worth expanding, these seasons also become a powerful space for sharpening my skill sets. That means mastering what I already know or stepping into completely new techniques.
Let Go of the Guilt
You are not failing because business is slow. It’s seasonal. It's situational. And sometimes it's spiritual. Whether it’s the heat, the economy, or just a universal pause, you are still a creative. Say this with me:
“I was created to create.”
When we pick up our brushes, adjust our lighting to the perfect position, or when we focus our cameras at just the right angle—it’s sacred work. It’s purpose.
This is your reminder to:
Be real with yourself—it's hard out here, and people are spending differently. Now is the time to make sure that you stand out and clearly show why your luxury experience is worth investing in.
Reconnect with your why. Pull out those old testimonials. Watch a client reaction video. Remember the last time someone said, “Wow, I’ve never felt this beautiful!”
Stop comparing your calendar to someone else’s. Social media isn’t a booking report, it’s a highlight reel.
Give yourself permission to rest without guilt, and rest with intention. Rest to reset, not to retreat.
Use this season to realign with your true purpose. If you’ve been considering moving into bridal, creating a course, launching a new service, or finally rebranding—START NOW! Make the space. Lay that foundation. Stop waiting for momentum to build itself.
JUST MOVE!
What Type of Time Should We Be On?
Right now, more than ever, slow seasons should be periods where we really get our business foundations in order and practice as much as we can. I'm talking about:
Websites that actually convert.
Your website shouldn't just be pretty—it should work for you 24/7.
During this slow season, audit your site:
Does your booking button work on mobile? (Test it yourself!)
Are your service descriptions clear and compelling?
Do you have a clear call-to-action on every page?
Are your before/after photos and videos high quality and recent?
Can potential clients easily find your contact information and business hours?
If you don't have a website yet, platforms like Squarespace, Wix, or even a professional Instagram account with a strong bio link can get you started.
The goal is to make it so easy for clients to book you that they'd have to go out of their way not to.
Business policies that protect your energy, money, and time.
Stop operating on handshake agreements and "we'll figure it out" energy. Create clear policies around:
Service boundaries: What's included, what costs extra, how long appointments take.
Communication boundaries: Your response time, preferred contact method.
Payment terms: When deposits are due, what forms of payment you accept for the remaining balances.
Cancellation policy: Minimum 48-72 hour notice with consequences for no-shows.
Write these down, put them on your website, and reference them when booking clients. This isn't mean. It's professional.
You have to remember this is your business!
Terms and policies that set the tone, and contracts that demand clear boundaries.
Every service you offer should have clear terms and policies that your clients agree to before the appointment even happens. These terms should include:
Service details and timeline.
What’s included in the service.
How deposits and payments are handled.
Total cost and payment schedule.
Your cancellation, late, no-show, and refund policies.
Image usage rights (can you use photos for marketing).
Health and safety protocols, including what happens if weather, illness, or emergencies impact the service (especially for on-location and bridal services).
In my personal opinion, any service over $500 should absolutely come with a signed contract or service agreement. When large sums of money, detailed timelines, or special event logistics are involved, a simple text, DM, or email won’t cut it. A signed agreement adds clarity, structure, and a layer of protection for both you and your client.
Even if you're not offering high-ticket services (yet), establishing these habits early builds a foundation of trust and professionalism that will carry through as your rates and demand grow.
Better act like you know it!
Systems that make booking seamless.
Create a booking process so smooth that clients never have to chase you down:
Use scheduling software like Acuity Scheduling, Booksy, or StyleSeat.
BUTTTTTTT if you’re ready for the big league, BeautyPro Funnels (find out more below in the next section).
Set up automated confirmation and reminder texts/emails.
Create intake forms that gather all necessary information upfront.
Have a system for following up after services—reviews, rebooking.
When the work comes to us—and it will—we need to be ready for it. We can't be scrambling trying to figure things out while we're trying to serve clients. That's how mistakes happen, boundaries get crossed, and money gets left on the table.
Click image to take your tour.One Tool That’s Changed Everything: BeautyPro Funnels
If you’re ready to stop winging it and actually run your business like a business—BeautyPro Funnels might be the very thing you’ve been praying for.
This platform has helped me cut back on unnecessary spending by replacing 4–5 different tools I used to juggle just to stay organized. From automated appointment reminders and contracts to email marketing, client tracking, full landing pages, and even hosting community spaces and courses—it does all of that under one roof. I AM NOT KIDDING!
Built by a beauty pro for beauty pros, Tiyana Robinson—aka The Makeup Mogul Maker, now turned beauty tech founder—this system is designed specifically for the behind-the-scenes chaos we deal with daily. She understood the assignment and the industry. BeautyPro Funnels isn’t just a tool, it’s the upgrade our businesses have been waiting for.
Whether you’re just getting started or deep in a rebrand, BeautyPro Funnels helps you get organized, work smarter, and finally feel like the CEO you keep telling yourself you are. It’s time to really show up like her! This tool can be life-changing if you use it right—an ALL-IN-ONE solution, one login, and one monthly payment or one annual fee (best offer IMO).
No more juggling fifty-eleven different subscriptions. AHT AHT! We're not doing that in 2025!
Oh, and there's a mobile app too! wink wink
🖥️✨ Read more about how I use BeautyPro Funnels here.
Take your tour of the software today!
Click images to explore all the features in detail.Smart Moves for Slow Times
Before you start slashing your budget left and right, take a breath and get clear. A slow season doesn’t mean stop spending—it just means spend with purpose. This is the time to make decisions that support your long-term growth: learning skills that lead to more bookings, upgrading tools that streamline your workflow, and investing in relationships that create real opportunities (not just “exposure”).
Whether it’s lighting that helps your work translate better online, booking systems that save you time, or networking with people who can refer you—put your money where the return is. And yes, it’s smart to cut back on things that are draining your pockets—but cut back in ways that protect your momentum, and not pause it.
Instead of reacting out of panic, create a priority list that aligns with where you're trying to go.
What to Cut (You kind of have to be ruthless here):
Subscriptions you don't actively use: That editing app you opened once? Delete it. The stock photo membership you forgot existed? Cancel it.
Products that aren't moving: You don’t need a new palette every month. Use what you already own and pay attention to what you actually reach for in your signature looks—that’s how you learn your true kit essentials. Also, YOU DO NOT NEED the latest camera that just dropped. You haven’t even unboxed the last viral camera you bought! clock it
Marketing that isn't converting: If those Facebook ads aren't bringing in real leads, pause them. If that expensive photoshoot two months ago didn't lead to bookings, analyze why before scheduling another.
Unnecessary travel to events/ classes: Stop hoarding information and knowledge you’re not actually using. If that next class or event isn’t helping your revenue, skill set, or visibility—give yourself permission to skip it and save the coins, or at least rethink why you’re really signing up for it. Be for real—certificates don’t pay the bills, execution does. Save the travel, save the talk, and start using what you already have.
What to Never Cut (These are your real investments):
Quality tools and products that improve how you work: Quality brushes last longer and give better results than the cheap ones. And for the everyday items—lashes, sanitizers, soaps, sprays—buying in bulk and larger quantities can save you time and money down the line.
Investments in your business infrastructure: This includes the systems and softwares that streamline how you work—staying organized, communicate efficiently, and manage good time. If it’s in the budget, updated branding and high-quality promo materials can go a long way in leveling up how you present your business.
Content creation tools: Don’t overlook the value here. From tripods and ring lights to backdrops, editing apps, and schedulers—these tools help you show up consistently when referrals and word-of-mouth slow down.
The tools that separate hobbyists from professionals: Invest in education that actually moves the needle. The right course, workshop, or coaching experience can be life-changing when it gives you real strategy, personalized feedback, and a clear roadmap you can follow. The kind where you walk away not just inspired, but with actionable steps you can implement immediately. The kind that guarantees follow-up support because true transformation doesn’t stop after the lesson—it’s in the questions, the execution, and the refinement that comes after.
Networking and relationship building: Whether it’s a vendor brunch, a collaborative shoot, a skill share session, or even engaging intentionally on social media—keep building those relationships. The people you invest in today may be the same ones who refer your dream clients tomorrow.
What you choose to cut or keep should reflect your business needs and no one else’s. It’s fine to look at what others are doing, but don’t get caught up assuming they have it all figured out. Just because something looks polished on the outside doesn’t mean it’s solid behind the scenes. Some folks are out here winging it with no systems, no structure, and no long-term plan.
Don’t let that be your story.
This is your chance to recalibrate—refine your craft, tighten up your backend, and position yourself for what’s next.
Smart Spending During Slow Times
When money’s tight, impulsive spending can sneak up on you in the form of “small” purchases that quickly add up. That’s why I use these two simple rules to help me pause, reassess, and only spend where it truly makes sense for my business and budget.
The 24–72 Hour Rule:
For smaller purchases or quick decisions (especially under $50), consider waiting:
24 hours for low-cost items that feel urgent (like a discounted brush set, trendy new product, or digital template).
48–72 hours for non-essentials that you don’t immediately need, but are considering.
Use this window to check your kit, your bank account, your upcoming appointments, and your actual business needs. Nine times out of ten, that impulsive cart-add was driven by emotion and not strategy.
The 30-Day Rule:
Before making any purchase over $50, write it down and wait 30 days. Ask yourself:
Do I still want this a month from now?
Will this make or save me money?
Can I clearly say how it will serve my business goals?
Now if I’m being honest, this rule definitely takes discernment and great discipline. You’ll be surprised how many “must-haves” lose their urgency once the hype wears off, and you are able to see how much clearer your priorities become when time is on your side.
Be so serious right now! Buyer’s remorse is real, girl! We are not adding another unused product or gadget to the beauty graveyard. Your future self does not want to unpack another random haul with no purpose.
Stop the Discount Spiral
*This might ruffle some feathers, but Big Ril doesn’t care!!!!!*
Here's what I need you to stop doing right now: RUNNING SPECIAL AFTER SPECIAL AFTER SPECIAL.
When you constantly discount your services, you're not just low-balling yourself—you're undercutting the entire market. More importantly, you're setting yourself up to attract clients who may never book you for more than your special price. They'll just go find someone else when your rates return to normal and especially when they increase.
I need you to consider this might be the perfect time to raise your rates. I know that sounds counterintuitive when business is slow, but hear me out. When you price yourself appropriately, you attract clients who value quality and are willing to invest in your expertise.
How to Stop the Cycle:
Set your rates based on your skill level, experience, and market research: Not on desperation.
If you must offer incentives, add value instead of cutting prices: Throw in a lip gloss, include lashes, or offer a mini touch-up kit.
Create urgency without discounting: "Only 3 spots left this month" or "Booking for prom season starts Monday". This kind of urgency taps into FOMO (fear of missing out) and positions your services as in demand—without devaluing your work.
Bundle services strategically: Offer package deals that increase your average sale without devaluing your individual services.
It’s not just about filling your calendar—it’s about setting a standard. When you lead with intention instead of discounts, you position yourself as a professional with value, not a service that’s always on sale.
This mindset shift not only strengthens your brand presence, but attracts clients who respect what you do and are willing to pay for it.
Here’s How to Raise Your Rates Strategically:
Do your market research.
Look at artists in your area (and in similar markets) with a similar style, clientele, and quality of work. Don’t base your pricing solely on years in the game—some artists level up fast with the right coaching, consistency, and client experience. Just make sure your rates reflect the value you actually deliver and that your work can back up the price point you’re asking for.Calculate your true costs.
Don’t forget to include products, sanitation supplies, travel time, booking software, taxes, and your actual labor. If you’re not walking away with profit after expenses, your rates are too low. CONSIDER IT ALL!Consider your experience and specialty.
Are you trained in specific techniques? Do you specialize in a niche (bridal, editorial, mature skin, men’s grooming)? Do clients regularly comment on the quality of your work, your speed, or your professionalism? These skill sets add value.Test new rates with new clients.
Roll out your updated pricing with first-time clients, bridal inquiries, or seasonal bookings. This helps you gauge reactions without disrupting your entire clientele at once.Grandfather loyal clients (if needed).
For those long-time, loyal clients, consider offering a short grace period or a one-time “legacy rate” as a thank-you. But make it clear that your business is growing—and your prices are, too.
Pro Tip to Keep in Mind:
Positioning yourself with clarity and confidence doesn’t just attract clients—it puts you on the radar of other artists as well. When makeup artists are booked or unavailable, they’re looking for trustworthy, polished professionals to refer their clients to. Don’t leave money—or reputation—on the table. The same way you're watching the industry, other artists are watching you, doing their own competitive research, and deciding who they feel confident passing their people to. Make sure you’re that artist.
If you're still with me…wow! You're my kind of person. Because baby, we’re about to enter the bridal section💍, and I saved the good plates for y’all. Let’s eat! 🍽️
The 2025-2026 Bridal Boom is HERE
If you want to book more bridal clients in late 2025 and throughout 2026, now is the time to set that side of your business up. Most serious brides book 12-18 months in advance, which means the clients who will be getting married next year are shopping for their beauty teams right now!
This is your window to:
Perfect your bridal packages and bullet proof you artistry:
Create 3 clear package tiers: Basic (bride only + preview), Premium (bride + preview + one additional glam), Luxury (bride + preview + touch-ups + extras)
Remember that these packages are your starting basic offers, and customizations will be made to personalize each bride’s experience and fit her exact needs.
Price them strategically: Your basic package should still be profitable, but make your premium package so attractive that most brides choose it. Your luxury package should be for the girls, that just get it!
Include everything in writing: Always have bridal contract templates ready—for both your clients and any artists or beauty pros you subcontract. Be clear about your policies, call times, service hours, what services are included, travel fees, overtime, and assistant costs (if applicable). The more your client knows up front, the quicker—and more confidently—they can say ‘yes’ and send that deposit.
Plan for the unexpected: What happens if the wedding runs late? If there are more people than planned? If weather affects timeline? These things need to be considered and included in your contracts and agreements. Transparency not only builds trust, it speeds up the booking process and minimizes back-and-forth.
Secure the ‘YES’ with confidence (Streamline your workflow—for you and them):
Create a bridal inquiry form: Collect as many wedding details as possible, including the wedding/ ceremony date(s), location(s), number of people needing service, budget range, and vision.
Develop a consultation process: Offer virtual or in-person meetings to discuss their vision and your overall workflow. If you meet a bride well before her wedding day, you can start locking in key dates early—like engagement shoots, family portraits, or even a boudoir session—which gives you the opportunity to build a full, personalized package around her needs.
Timeline everything: When deposits are due, when previews happen, final headcount deadlines, day-of logistics, etc.
Create a bridal onboarding packet: Include timeline, preparation instructions, inspiration photos, and contact information.
Create content that speaks to engaged couples:
Share real wedding stories: Hop on camera or do a voice-over and share your fave behind-the-scenes moments from some of your best wedding dates.
Post tips for wedding day beauty prep: Talk about you go-to bridal skincare routines, what to eat in order for them to feel energized for the early morning brides, how to prepare for a double-look makeup application, etc. Make it fun, after all, this is their wedding day!
Show your personality: Brides want to feel comfortable with you on their big day. You don’d have to get to personal to show people who you are.
Use bridal hashtags strategically: Research what engaged couples in your area are searching.
Engage with local wedding content: Comment on venues, planners, photographers in your area. Again, go build that network. When you’re already on-location, don’t be shy to introduce yourself and pass along your business card.
Build a stunning bridal portfolio:
Shoot styled sessions: Partner with photographers, planners, dress designers, and florists to create bridal content.
Document real weddings: Ask current brides if you can photograph and record your work. This can even be a clause in your bridal contract, allowing them to opt-in or opt-out to avoid awkward moments on the day of.
Show variety: While it’s important to have your signature style and a clear vision of your ideal client, don’t forget to demonstrate versatility. You never know who’ll be in a bridal party. Showcase different skin tones, ages, wedding styles, and seasons so potential clients know you can deliver across the board while still staying true to your brand.
Include detail shots: Don’t just post the final glam—show the journey. Include images of the makeup process, the products you used, skin prep, and those satisfying before/during/after shots. These not only highlight your technique, but also educate potential clients on what to expect.
Create cohesive visuals: Your portfolio should feel like you from top to bottom. Use consistent editing styles, lighting, and backgrounds when possible so everything feels intentional, and elevated. Whether someone’s scrolling your Instagram or browsing your website, your work should tell a clear visual story that says: “This is my brand. This is the experience I deliver.” Cohesion = credibility.
Establish relationships with wedding vendors: (This is CRUCIAL and often overlooked)
Connect with photographers and videographers: Surprisingly, they’re often booked before the glam team and can be your best source of referrals.
Partner with wedding planners: They typically coordinate everything and handle most things that brides don’t want to be concerned with on their big day. They absolutely value reliable beauty teams.
Network with venues: Venue coordinators often get asked for vendor recommendations. Get in good with the venue coordinators that you meet with. Build that network.
Build relationships with bridal shops: Brides visit these regularly during their planning phases. Leave your business cards all over!
Connect with other beauty pros: Hair stylists, nail techs—refer to each other
Build relationships with vendors who usually meet the bride first, and make sure you come up in conversation because I can guarantee you that they're the one’s helping her curate her prefect glam squad.
💌 🗂 Bridal templates, resources, coaching calls—coming soon!Lock In and Get Serious
By now I hope you understand that this slow season isn't happening to you—it's happening for you. It's giving you the time and space to build something that will sustain you through the busy seasons ahead.
Use this time to:
Skill Up:
Take that course you've been putting off.
Week 1-2: Audit your current skills. What techniques do clients ask for that you can't do confidently?
Week 3-6: Choose ONE new skill to master completely. Don't jump around—master one thing at a time.
Week 7-10: Practice that skill on yourself, friends, models. Document your progress.
Week 11-12: Start offering that new skill to clients, even initially at an introductory rate.
Repeat the cycle: Every 90 days, add a new skill to your repertoire (or update the techniques you love). Imagine if you did this each quarter? Where would you be in three years with your skills?
Specific skills to consider: Airbrush makeup, special effects makeup, men's grooming, mature skin techniques, editorial looks, or cultural beauty traditions.
System Up:
Create processes that save you time and stress.
Client onboarding system: From first inquiry to final payment, map out every step.
Inventory management: Know what you have, what you need, what you use most.
Social media content system: Batch create content, use scheduling tools, create templates.
Financial tracking: Separate business and personal expenses, track your most profitable services.
Equipment maintenance: Clean and organize your kit weekly, replace products before they expire.
Show Up:
Build your online presence consistently.
This doesn't mean posting 5 times a day. It means showing up strategically:
Choose 1-2 platforms and do them well instead of being mediocre everywhere.
Post consistently: Better to post 3 times a week every week than 15 times one week and disappear.
Engage genuinely: Respond to comments and DMs, engage with other professionals, and support your community.
Share your personality: People book people they like and trust.
Document your work: Every client interaction is potential content (with permission).
Level Up:
Invest in your business foundation.
Get professional photos: Not just of your work, but of you and you working. People want to see the artist behind the art.
Upgrade your tools gradually: When something breaks or runs out, replace it with something slightly better.
Join professional organizations: State cosmetology associations, local business groups, industry organizations, etc.
Get proper insurance: Protect yourself and your business with liability insurance.
Set up proper business structure: LLC, trademarks, patents, copyrights, business bank account, proper tax setup, etc.
The beauty professionals who will thrive in the next boom are the ones using this quiet time wisely. They're not just surviving the slow season—they're preparing to dominate when things pick back up.
Your Comeback Season is Loading
Remember, every successful beauty professional has gone through slow seasons, and will continue to go through more. The difference between those who make it and those who don't isn't talent—it's persistence and strategic thinking.
This season is testing your commitment to your craft and your business. Don't let it break you. Let it build you!
Keep creating, keep growing, keep honoring the gifts that make you uniquely you. Your clients are out there, and when they're ready, you'll be ready too.
🤑💼💄 MAJOR ALERT: I'm working on some very special items for July that's going to help you build or upgrade your beauty business from the ground up. If you’re in your serious era, you’ll want to be ready.
NOW GO BE GREAT!
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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