How Instagram & TikTok Can Grow Your Beauty Business

Social media isn’t just for selfies or viral dances — it’s one of the most powerful tools available to beauty professionals today. For lash techs, brow artists and beginner beauty pros, platforms like Instagram and TikTok can help attract new clients, showcase your work and build a strong, personal brand that sets you apart.

Whether you’re just starting out or already sharing your work online, Social Media Day — 30th June — is the perfect time to take your presence to the next level. You don’t need a huge following or fancy equipment: just your phone, your skills and the confidence to show up consistently.

This blog is here to guide you through it all. We’ll break down how Instagram and TikTok can grow your beauty business, with easy, practical tips tailored to beginners — and real examples from the world of lashes, brows and beauty.

Instagram is more than just a place to post — it's your digital storefront. When potential clients come across your profile, they’ll usually check your feed before deciding whether to book with you. That means every post is a chance to make a strong first impression.

Think of your feed as a visual portfolio. Use it to showcase your work with clear, well-lit photos of your lash sets, brow lamination results or skin treatments. Consistency is key — aim for natural lighting, clean backgrounds, and similar editing styles to make your grid feel polished and professional.

But it's not just about looks. Build trust by sharing client reviews, personal insights, and behind-the-scenes moments in your captions. Highlight real results and the care you put into your work — clients want to see both your skills and your personality.

Use Highlights to make your most important information easy to find. Create story Highlights that include your pricing, FAQs, availability, and even a look inside your space. And don’t forget your booking link — your bio should direct visitors straight to where they can make an appointment.

While your feed shows your polished work, Instagram Stories are where followers feel like they’re hanging out with you. They let clients see the real, day-to-day side of your business, which builds connection and trust over time.

Use Stories to share quick, authentic updates — like setting up your station, a look at your schedule, new product arrivals or a quiet moment between clients. These behind-the-scenes glimpses help your audience feel part of your world.

Stories also give you easy ways to interact. Try polls like “Which lash style do you love?” or question boxes like “Ask me anything about brow lamination.” You can even use countdowns to promote a flash sale or last-minute appointment slot — perfect for creating a sense of urgency.

Don’t forget to repost client tags and reviews too. Seeing real results from real people builds confidence in your services. And when someone replies to your Story, it goes straight to your inbox, making it super easy to start a conversation that could turn into a booking.

TikTok is a powerful platform for beauty professionals — especially if you’re just starting out. Unlike other apps, you don’t need a big following to get noticed. Thanks to the “For You Page”, your content can reach thousands of viewers based on what they’re interested in, not who they already follow.

For lash and brow techs, this is a golden opportunity to grow. You can post short, simple videos like:

• Before-and-after lash sets or brow transformations
• A “day in the life” of a beauty tech
• Brow mapping or lash application tips
• Funny or relatable moments with clients (always anonymised, of course)
• Product hauls or restocks
• Aftercare advice and myth-busting

What makes TikTok work is its realness. You don’t need polished editing — just good lighting, steady shots, and confidence in what you do. Add trending audio and beauty-specific hashtags like #lashextensions, #beautytok or #browlamination to get your content seen by the right audience.

TikTok rewards authenticity, creativity and consistency. It’s not about being perfect — it’s about showing up. And for beauty pros, that could mean gaining new followers, building trust, and ultimately turning views into bookings.

Building a following is exciting — but turning those followers into real bookings is where the real business growth begins. The key is to make it easy for people to take the next step from admiring your work to booking an appointment.

Start by adding clear calls to action in your captions and videos. Simple phrases like “DM me to book”, “Tap the link in bio” or “Appointments available this week” guide potential clients toward action without feeling pushy. Make sure your booking link is visible in your Instagram bio or TikTok profile, and that your highlights or pinned videos answer common questions about services, prices and availability.

Social proof also plays a big part in building trust. Share screenshots of messages from happy clients, or post before-and-afters with short reviews. New clients often look for reassurance that you’re experienced and reliable, and seeing real results from others helps them feel confident choosing you.

You can also offer special incentives through social media, like a small discount for first-time clients, a flash offer shared via Stories, or limited-time bundles. These encourage quick decisions and can fill gaps in your schedule.

If you sell products — like lash cleansers or brow aftercare kits — Instagram Shopping and TikTok Shop are great tools to tag and promote them directly. These features let your followers buy while they scroll, making retail easier than ever.

Social media isn’t just a tool for sharing — it’s also a window into what your clients want, think and need. Every post, poll and comment can give you valuable insight to help grow your business more strategically.

Use interactive tools like polls and question boxes to ask what your audience is interested in. You might post, “Would you try a brow tint and shape combo?” or “Which lash style do you prefer for summer?” Their responses can help guide your content and even inspire new service ideas.

Pay attention to the types of content that get the most engagement. Are your followers loving your behind-the-scenes Stories? Do transformation videos get more likes than tutorials? Let this feedback shape what you post more of — it's an easy way to align your content with what your audience wants to see.

You can also use recurring client questions as inspiration. If you notice you’re being asked about lash aftercare or brow healing tips again and again, turn that into a post or video. Not only does it save you time answering the same question repeatedly, it positions you as an expert who understands your clients’ needs.

You don’t need a huge following, expensive tools or perfect content to succeed on social media — you just need to show up. With consistency, creativity and confidence in your skills, Instagram and TikTok can help you build a brand that’s not only visible, but memorable.

Social media allows you to showcase your work, connect with your community and grow a beauty business that truly reflects who you are. Whether you’re sharing a quick lash transformation, offering aftercare tips or showing your daily routine, every post helps potential clients understand your value.

So this Social Media Day, give yourself permission to try. Post that before-and-after. Film your setup. Re-share a lovely review. Small steps lead to big growth — and your dream clients are only a scroll away.

New to posting? Start small: share a quick “Before & After” today, post a Story from your treatment room or film a 10-second clip for TikTok. Then celebrate — you're building your brand, one post at a time. 

And remember, tag us and we’ll be able to share your work too! 

Instagram: @lash_perfect

Tiktok: @lashperfectuk