Raising your prices is one of the most uncomfortable moments in running a beauty business. You worry about losing clients, about being judged, about charging too much. Most beauty professionals put it off for far longer than they should.
The reality is: if your prices haven't changed in a year or more, you're almost certainly earning less than you were. Product costs, rent, training and living costs all rise. When your prices don't move with them, your actual income falls.
This guide covers exactly when to raise your prices, how much to increase them, how to communicate the change to clients and what to do if some don't return.
Being fully booked isn't a reason to delay a price increase. It's a reason to do it sooner.
A fully booked diary means demand for your services exceeds supply. That's exactly the economic condition under which prices can and should increase. If everyone wants to book you, you have more pricing power than you think.
- Raise prices when your diary is full or costs have risen
- 5–15% at a time is manageable for most clients
- Give at least 4 weeks' notice — 6–8 is better
- Be direct, not apologetic — you're running a business
- Offer loyal clients a short grace period if you want to
- Losing a few clients at the old price is normal and fine
- New clients should always book at the current price
- Review your prices at least once a year
Signs it's time to raise your prices
Many beauty professionals wait until they feel 'ready' — which usually means waiting indefinitely. Instead, look for clear signals that a price increase is justified:
Any one of these on its own is enough. If several apply at once, you're almost certainly overdue a review.
How much to raise your prices by
The right amount depends on how long it's been since you last increased prices, what your local market charges and how established your clientele is.
General guidance:
If you're significantly undercharging compared to the local market, it can be tempting to close the gap in one go. Consider doing it in two smaller steps — it's easier for long-term clients to absorb and gives you time to see how your clientele responds.
How to tell clients about a price increase
The biggest anxiety around raising prices is telling clients. Most beauty professionals overthink it — the reality is that clients expect prices to rise and take it far better than you'd predict.
The basics:
Avoid the two most common mistakes: announcing a price increase without enough notice, and posting a vague 'prices are going up soon' on social media without telling your clients directly.
What to actually say
You don't need to write an essay. A short, professional message works far better than a long apology.
“Hi [name], I wanted to let you know that from [date], my prices will be increasing slightly. I've kept them the same for a long time, but rising product and supply costs mean it's time for a small update. My [service] will be [new price] from [date]. Thank you so much for your continued support — I really appreciate every one of my clients. If you have any questions, just let me know.”
Adapt the specifics — but keep the tone warm, professional and direct.
If your increase is linked to new training, add a line about that — clients genuinely appreciate knowing their stylist has invested in improving their skills. If it's simply time for an annual adjustment, that's fine to say too. You don't owe a justification, but a brief reason helps.
Retaining loyal clients through a price increase
Most loyal clients will stay. Here's what helps:
What you don't need to do: offer discounts, freeze specific clients at old prices indefinitely, or justify every aspect of your decision. Saying 'I'd really love to keep you as a client and I hope to see you after [date]' is usually enough.
Clients who have been with you for years and genuinely value your work will almost always stay.
The ones most likely to leave over a modest price increase were often your most price-sensitive clients anyway — the ones who booked sporadically and sometimes cancelled. Losing them can actually free up diary space for clients who value your work more highly.
New clients vs existing clients
New clients should always book at your current pricing — no exceptions. If a new client enquires during your notice period, your new price is their starting point.
For existing clients, you have a few options:
Avoid offering indefinite old pricing to specific clients. It creates awkwardness later and sets a precedent that makes future increases harder. A grace period with a clear end date is the right balance.
If you lose some clients — what it actually means
Some clients will leave. Not many, but some. Here's how to think about it honestly:
If you raise prices by 10% and 5% of your clients don't return, your diary has a few more gaps — but the remaining 95% of clients are now paying 10% more. In most cases, that means you're earning more while doing slightly less.
The gaps left by price-sensitive clients can often be filled by new clients who book at the current rate — usually within a month or two. Referrals and Google reviews help speed that process up significantly.
Getting comfortable with charging what you're worth
Undercharging is one of the most common struggles in the beauty industry. It usually comes from one of a few places:
All of these are normal. Most successful beauty professionals have felt exactly the same at some point. What changes is recognising that charging fairly for your skill, time and expertise isn't greedy — it's what allows you to build a sustainable, long-term business.
A business that undercharges eventually burns out, cuts corners on products or simply isn't viable. Charging what your services are genuinely worth is what makes the whole thing work — for you and for your clients.
If you're unsure what the right price is, our full beauty business pricing guide walks through exactly how to calculate a rate that covers your real costs and rewards your time properly.
With Glamly, updating your service prices is instant. Your public booking page reflects the new price immediately. You can set effective dates for promotions, manage per-service pricing and keep your menu accurate without updating anything manually. When clients book after your increase date, they automatically see and pay the new price.
Start your free 30-day trial →Make price reviews a regular habit
The cleanest approach: review your prices every January and raise them if costs have increased, your skills have improved or the market has moved. Clients come to expect an annual adjustment the same way they expect utility bills to rise.
Small, annual increases are far less disruptive than large, infrequent ones. A 7% increase feels uncomfortable for a moment. A 25% catch-up increase after four years of frozen prices feels like a shock — even if it's actually less than annual 7% increases would have been.
Build it into your business rhythm. Set a reminder in December. Review your prices. Then communicate the change with confidence.
You can do this
Raising your prices feels harder than it is. Most clients take it far better than you expect. The ones who have been with you for years understand that businesses have to be viable to keep going.
Give enough notice. Be direct and professional. Thank your clients for their loyalty. Then get on with the business of delivering excellent work at prices that actually support the life you're building.
Every beauty professional who has raised their prices says the same thing afterwards: they wish they'd done it sooner.
The anxiety before is almost always worse than the reality. Most clients stay, most conversations go smoothly, and the income increase is immediate.
The Glamly Team works closely with independent UK beauty professionals every day. The advice in our guides is informed by real businesses using Glamly — the challenges they face, the questions they ask, and the approaches that actually work. We review our guides regularly to keep the information accurate and relevant. Our focus is practical, actionable advice that helps beauty professionals run better businesses.