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3929 Ponce De Leon Blvd. Coral Gables, Florida 33134
USA: 800.471.0229. • Worldwide: 305.443.2322. Fax: 305.443.1664 • LNEonline.com
Managing Editor Samantha Garcia
samantha@lneonline.com
Advertising Danni Boucher
danni@lneonline.com
August volume 42 number 8
Featured Articles
8 Creating Signature Rituals That Define Your Brand
16 The Five Senses of Luxury
30 Why Emotional Safety Is Becoming the New Luxury Trending
22 Hot Products
26 Esthetician Edit
48 Editor’s Pick of the Month
Photo Feature
42 Brightening Solutions
Contributions
Samantha Garcia
Aurora Solis
Kaelin Jutras
Jane Pham
FROM THE EDITOR
There has never been a more exciting time to be an esthetician.
As our industry continues to evolve, one thing has become clear: the most memorable treatments aren't defined by the products we use, but they're defined by the experiences we create.
This issue is dedicated to helping you elevate every client visit through intentional rituals, thoughtful details, and meaningful connection.
Inside, you'll discover how to create signature rituals that define your brand, why emotional safety is becoming the new luxury, and how engaging all five senses can transform an ordinary facial into an unforgettable experience. We've also included a beautiful ritual-inspired editorial featuring products to elevate your treatment room, along with our annual Hot Products guide highlighting the innovations you'll find at ICES Long Beach, August 23–24.
I'll be there with Esthetician Edit, connecting with our industry, recording conversations, and exploring what's next in esthetics.
If you're attending, I hope you'll stop by and say hello. Here's to creating experiences your clients will never forget.
SAMANTHA GARCIA Managing Editor samantha@lneonline.com
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Creating Signature Rituals That Define Your Brand
by Destinee Ramero
Every successful spa has something clients remember long after their appointment has ended. Sometimes it's impossible to describe in a single sentence. It isn't necessarily the treatment protocol, the skincare line, or even the visible results. It's a feeling. Clients leave talking about the atmosphere, the way they were welcomed, the music that played softly in the background, or the small gesture that made them feel genuinely cared for. These are the moments that transform a facial from a service into an experience, and more often than not, they are created through ritual.
In recent years, the esthetics industry has experienced an incredible evolution. We have access to more advanced technology, innovative ingredients, and treatment modalities than ever before. While these advancements continue to elevate
Creating Signature Rituals That Define Your
our profession, they have also created a marketplace where treatments can begin to feel remarkably similar. Many practices offer comparable services, carry many of the same professional skincare lines, and invest in the same equipment. As a result, what truly differentiates one business from another is no longer just what is performed during the treatment. It is how that treatment is experienced.
A signature ritual has the power to become one of the strongest expressions of your brand because it cannot be replicated simply by purchasing the same products or equipment. It reflects your philosophy, your values, and the way you want clients to feel every time they walk through your door.
Begin With Your "Why"
One of the biggest mistakes estheticians make when trying to create a signature experience is looking outward before looking inward. We often ask, What is everyone else doing? rather than asking, What do I want to be known for? Your signature ritual should never begin with Pinterest, Instagram, or another spa's treatment menu. It should begin with your philosophy as a practitioner.
Ask yourself what first inspired you to become an esthetician. Was it helping people feel more confident in their skin? Was it your fascination with science and corrective skincare? Was it your love for touch, hospitality, education, or wellness? Every practitioner enters this profession for a different reason, and that reason often holds the key to creating an experience that feels authentic.
Once you understand the deeper purpose behind your work, your rituals begin to reveal themselves naturally. They become an extension of your
values rather than another item on your protocol.
Think Beyond the Facial
Many estheticians spend years refining the treatment itself but very little time designing everything that surrounds it. Yet the most memorable experiences are often created before the first cleanser touches the skin and long after the final moisturizer is applied. Instead of asking, What can I add to my facial? consider asking, How do I want someone to feel at every stage of their visit? How should they feel when they first walk through your door? How do you want them to transition from the outside world into your treatment room? What emotion do you want them to experience while they're receiving your care?
How do you want them to feel when they leave? When you begin thinking about the entire client journey rather than only the facial itself, opportunities for creating meaningful rituals begin appearing everywhere.
Discover Your Unique Edge
One of my favorite exercises is imagining that someone has just referred a friend to your practice. What do you hope they say? Do they tell their friend that your facial massage is unlike anything they've ever experienced? That every appointment feels deeply restorative? That your consultations leave them feeling educated and empowered? That your space feels peaceful the moment they walk in? That you somehow remember every detail about their life each time they return? Those conversations often reveal your true differentiator. Your unique edge does not have to be something revolutionary. In fact, it rarely is. It is often the thing you do so naturally that you underestimate its value because it feels effortless to you. Some practitioners create unforgettable experi-
ences through exceptional hospitality. Others become known for transformative consultations, intuitive touch, incredible scalp massage, education, meticulous attention to detail, or creating an environment where clients feel emotionally safe. None of these are right or wrong. They simply reflect different philosophies of care.
Designing Rituals With Intention
Once you've identified the feeling you want clients to associate with your practice, every ritual should reinforce that message. If your philosophy centers around relaxation, perhaps every appointment begins with several intentional breaths, calming aromatherapy, and slower transitions between each step.
If education is your greatest strength, your ritual may involve personalized skin coaching, journaling progress, or
creating customized treatment plans that empower clients long after they leave. If your practice is rooted in holistic wellness, your rituals may incorporate herbal teas, facial reflexology, breathwork, sound healing, or mindfulness practices.
If your greatest gift is hospitality, perhaps your signature lies in remembering birthdays, preparing a favorite beverage, handwritten notes, or creating thoughtful seasonal experiences throughout the year. The ritual itself matters far less than the consistency behind it.
Creating Experiences Clients Carry Home
The most meaningful rituals do not end when the appointment is over. They inspire clients to continue caring for themselves long after they leave your treatment room. Rather than simply recommending products, consid -
er teaching clients how to create intentional moments within their own routines. Perhaps you demonstrate a simple facial massage, introduce a gua sha ritual, recommend a breathing exercise while applying facial oil, or encourage clients to create a calming evening skincare routine that becomes part of their daily self-care practice. When clients begin recreating pieces of the experience at home, your work extends far beyond the treatment room. Your facial becomes more than a monthly appointment. It becomes a philosophy they begin carrying into their everyday lives.
Your Brand Is Built in the Moments People Remember
Some of the strongest brands in hospitality are remembered not because they offer something no one else can, but because they consistently deliver an experience that feels unmistakably their own. The same is true in esthetics. Clients may not remember every ingredient in a serum or every step of your protocol, but they will remember how your practice made them feel. They will remember the details that reflected your personality, your philosophy, and your intention. Over time, those small moments become synonymous with your brand, creating an experience that cannot be duplicated because it is rooted in something far more meaningful than products or equipment. The most memorable signature rituals are never created by asking, What should I add to my facial? They are created by asking, Who am I as a practitioner, and how can every part of the client experience reflect that? The answer to that question is where your most authentic brand begins.
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The only all-inclusive educational experience for skin care and spa professionals. #ICESLongBeach2026 is the perfect opportunity to breathe new life into your career and services with fresh inspiration and insight from the best practitioners in the industry!
The Five Senses of Luxury
Creating an Experience
Clients Never Forget
by Aurora Solis
Luxury has evolved. While beautiful interiors, premium skincare lines, and state-ofthe-art technology will always have a place within the spa industry, today's clients are increasingly defining luxury by something far less tangible. In a world where schedules are overbooked, notifications are constant, and genuine moments of stillness have become increasingly rare, the most memorable treatment experiences are no longer built solely on what clients see, but they are built on what they feel.
Luxury
The Five Senses of Luxury: Creating an Experience Clients Never
This shift presents a remarkable opportunity for estheticians. While treatment results remain the foundation of every successful practice, the overall client experience has become one of the industry's greatest differentiators. Clients may initially book a facial because they want clearer skin, brighter pigmentation, or improved firmness, but they often return because of something much more difficult to describe. They remember the sense of calm they felt as they entered the room, the warmth of freshly prepared towels, the familiar aroma that greeted them at the door, and the feeling that, for an hour, someone had thoughtfully anticipated their every need.
Creating that level of experience rarely requires an extravagant budget. Instead, it requires intentionality. Every interaction, every transition, and every sensory detail contributes to the story a client unconsciously tells themselves about your practice. When each of the five senses is considered with care, a facial transforms from a service into an experience that lingers long after the appointment has ended.
The Power of First Impressions: What Clients See
The client's visual experience begins long before the treatment itself. Within moments of entering a space, they begin forming impressions about the quality of care they are about to receive. A thoughtfully designed treatment room communicates professionalism, cleanliness, and attention to detail without a single word being spoken. This does not necessarily mean investing in luxury finishes or designer furnishings. Rather, it means creating visual harmony through intentional choices. Warm lighting softens the clinical feeling that harsh overhead fixtures often create, while cohesive color palettes, organized retail displays, neatly folded linens, and uncluttered workspaces signal that every aspect
of the environment has been carefully considered. These seemingly subtle decisions establish trust before the treatment has even begun.
The Sound of Stillness
Sound is equally influential, although it often receives far less attention than visual design. Music has the remarkable ability to influence emotional state, helping clients transition from the demands of their day into a space of rest and presence. A carefully curated playlist that reflects the personality of the practice creates a far more memorable atmosphere than generic background music chosen simply to fill silence. At the same time, luxury sometimes lies in the absence of sound altogether. Many clients spend every waking moment surrounded by conversation, traffic, notifications, and constant stimulation. Offering periods of uninterrupted quiet during a treatment can become one of the most
restorative aspects of the experience. Managing outside noise, minimizing interruptions, and allowing silence to exist comfortably communicates a level of confidence and attentiveness that clients deeply appreciate.
Creating a Signature Through Scent
Few sensory experiences create stronger emotional memories than scent. The olfactory system is directly connected to the parts of the brain responsible for memory and emotion, which is why a familiar aroma can instantly transport someone back to a specific place or moment in time. For estheticians, scent offers the opportunity to create an unmistakable signature that becomes associated with the entire treatment experience. Whether through subtle essential oil diffusion, freshly laundered linens, or warm herbal towels, fragrance should enhance the environment rather than
overpower it. The goal is not to create an obvious perfume, but to establish a gentle sensory identity that clients subconsciously begin to associate with feelings of comfort, relaxation, and care.
The Lasting Impact of Touch
Touch, perhaps more than any other sense, remains the esthetician's greatest advantage. While technology continues to reshape the industry through increasingly sophisticated devices and innovative treatment modalities, nothing has replaced the therapeutic value of intentional human touch. Clients rarely remember every product layered throughout a facial, but they almost always remember how the treatment felt. The confidence of
the practitioner's hands, the warmth of a compress, the softness of freshly laundered linens, the support of a perfectly positioned pillow, and the gentle rhythm of facial massage all contribute to an experience that extends far beyond skin health. Every point of contact communicates presence, professionalism, and genuine care, transforming routine treatment steps into moments that clients carry with them long after they leave the treatment room.
Hospitality Extends Beyond the Facial
Taste is perhaps the most overlooked element of the luxury experience, yet it offers one of the simplest opportunities to extend hospitality. Offering a cup of herbal tea before or after a
treatment, infused water prepared with seasonal ingredients, or another thoughtful refreshment invites clients to slow down rather than immediately returning to the pace of everyday life. These gestures require very little investment, yet they reinforce an important message: this experience was designed with intention, and your comfort matters beyond the treatment itself.
Luxury Doesn't Require a Luxury Budget
Perhaps the most encouraging aspect of creating a luxury experience is recognizing that it does not depend on expensive renovations or elaborate design budgets. Many of the details clients remember most require very little financial investment. Replacing harsh overhead lighting with warm ambient lamps, investing in highquality linens, organizing products into cohesive containers, introducing fresh greenery, curating music that reflects the practice's personality, or establishing a thoughtful closing ritual can dramatically elevate the client's perception of value. Luxury is rarely defined by extravagance; rather, it emerges through consistency, intentionality, and an unwavering commitment to making each guest feel genuinely cared for.
The Feeling Clients Remember
As client expectations continue to evolve, estheticians who understand the importance of sensory design will distinguish themselves in ways that extend well beyond treatment outcomes. Beautiful skin may bring a client through the door, but an unforgettable experience is what inspires them to return, recommend the practice to others, and remember your treatment long after they have forgotten the products that were used. Ultimately, the most meaningful luxury is not found in what a client purchases, but it is found in how thoughtfully they are made to feel.
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Make sure you subscribe to our podcast on Spotify, Apple, and Youtube. A new episode will be released every Thursday.
On the Blog
Prioritizing Mental Health as an Esthetician
Being an esthetician means more than helping clients feel beautiful, it means holding space for their emotions, energy, and stories day after day. While this work is incredibly rewarding, it can also be emotionally draining if you don’t have systems in place to protect your own mental health. Let’s talk about how to care for you, the heart behind the treatment room. From ICU to Esthetics: Rachel's Journey Through COVID, Critical Care & Building a Med Spa
https://estheticianedit.com/prioritizing-mental-health-as-an-esthetician/
Follow & Like @estheticianedit
Why Emotional Safety Is Becoming the New Luxury
by Samantha Garcia
For decades, luxury in the spa industry was often defined by what clients could see. Beautiful interiors, premium skincare collections, plush robes, and cutting-edge technology became symbols of an elevated experience, and while those elements certainly contribute to the overall atmosphere, they are no longer what clients remember most. Today's clients are seeking something that cannot be purchased or installed. They are searching for experiences that help them disconnect from the constant stimulation of everyday life and reconnect with themselves.
Modern life has conditioned us to move quickly, multitask constantly, and remain mentally engaged from the moment we wake until we fall asleep. By the time many clients arrive for their facial, they are carrying far more than skin concerns into the treatment room. They bring stress from work, responsibilities at home, endless notifications, and the invisible weight of always needing to be productive. The treatment room has become one of the few places where they have permission to
Why Emotional Safety Is
simply exist without expectation, making emotional safety just as valuable as the products applied to their skin.
As estheticians, we are uniquely positioned to offer something that extends beyond skincare. While beautiful results will always be the goal, the experience surrounding the treatment has become equally important. Clients may initially schedule a facial because they want healthier skin, but they often return because of how the experience made them feel. They remember leaving with a quieter mind, softer shoulders, deeper breaths, and a renewed sense of calm. In many ways, that feeling has become the new definition of luxury.
Redefining the Facial Experience
Over the years, my own philosophy has shifted in response to this changing landscape. While I remain deeply
passionate about corrective skincare and helping clients achieve longterm skin health, I began to realize that what was happening inside the treatment room extended far beyond the visible transformation of the skin. I found myself becoming less interested in simply performing a sequence of treatment steps and more interested in creating an experience that encouraged clients to slow down, become present, and reconnect with themselves.
That realization is what led me to stop referring to my facials as treatments and begin calling them rituals. To me, the language matters because it changes the intention behind the experience. A treatment focuses on correcting a concern, while a ritual creates space for presence. The skincare itself remains important, but it becomes part of something much larger. Every interaction, every transition, and every
detail is designed to invite clients out of the pace of everyday life and into a moment that belongs entirely to them.
The Nervous System Is Always Paying Attention
As both an esthetician and a certified hypnotist, I have become fascinated by the relationship between the nervous system, the subconscious mind, and the rituals we practice every day. While we often think of a facial as simply a skincare service, our brains are processing far more than the products being applied. Every sound, scent, touch, and emotion experienced during a treatment is being interpreted by the subconscious mind, the part of the brain responsible for storing habits, emotional memories, and learned associations.
One of the subconscious mind's primary responsibilities is determining whether we are safe. It makes that determination not through logic or conversation, but through experience. Slow, intentional movements, a calm tone of voice, warm towels, soothing scents, gentle touch, and an environment free from urgency all send signals that tell the nervous system it is safe to relax.
When the body perceives safety, the parasympathetic nervous system becomes more active. Often referred to as the "rest and digest" state, this branch of the autonomic nervous system supports slower breathing, reduced muscle tension, improved digestion, and an overall sense of calm. While a facial cannot eliminate chronic stress, it can offer clients something equally valuable by allowing their nervous system to practice what regulation feels like. In today's fastpaced world, that opportunity has become a luxury in itself.
This understanding has transformed the way I structure every appointment at Serenity Skin. Before we begin, I invite my clients to close their eyes and take several slow, intentional breaths. I often guide them through a brief meditation, not because meditation is part of a facial protocol, but because I want to create a transition between the outside world and the treatment room. Those first few moments establish the
tone for everything that follows. Rather than immediately thinking about work, errands, or the notifications waiting on their phone, clients are encouraged to become present with themselves.
That same intention continues throughout the ritual. I move slowly, remain fully present with my touch, and allow quiet moments without feeling the need to fill every second with conversation. Clients instinctively recognize the difference between touch that is rushed and touch that is fully present. Before they notice the ingredients in a serum or the benefits of a particular mask, they notice whether the person caring for them is completely with them in that moment.
Creating Memories Through Ritual
One of the most fascinating aspects of the subconscious mind is its ability to create associations between sensory experiences and emotional states. Over time, familiar scents, music,
textures, and even certain rituals become linked with specific feelings. This is one of the reasons aromatherapy has become such an important part of my practice. It is not simply about creating a pleasant environment; it is about creating positive sensory memories that clients can carry with them beyond the treatment room. One experience, in particular, reinforced this belief. A client once shared that before undergoing an MRI, she intentionally applied one of the botanical products I regularly use during her facial. She explained that her subconscious had already connected that scent with feeling completely relaxed, and she wanted to bring that feeling with her during a stressful medical procedure. The product itself had not changed, but the meaning her brain had assigned to it had. What began as part of a facial ritual had become an anchor for relaxation.
Moments like these remind me that our work often extends far beyond improving the skin. Every thoughtful detail we create has the potential to become part of a client's emotional landscape, offering comfort long after the appointment has ended.
Extending the Experience Beyond the Treatment Room
One of my greatest goals as an esthetician is ensuring that the feeling clients experience during their appointment does not end when they walk out the door. While monthly facials play an important role in supporting healthy skin, true transformation often happens through the small practices clients continue at home.
Before each ritual concludes, I hand my clients a mirror and quietly step out of the room, encouraging them to spend as much time as they need simply looking at themselves before returning to the outside world. I invite them
to notice something they genuinely appreciate about the person looking back at them. It is a simple exercise, yet one that often feels unfamiliar. Many people have become conditioned to immediately search for imperfections each time they see their reflection. Creating space for self-compassion can become just as meaningful as the visible results of the facial itself.
I also enjoy introducing clients to rituals they can continue long after their appointment has ended. Whether it is teaching them a simple gua sha routine, showing them facial reflexology points they can use during moments of stress, sharing the playlist from their treatment so they can recreate the same atmosphere at home, or thoughtfully selecting products that support both their skin and their overall sense of well-being, my hope is that these practices become reminders to pause throughout their everyday lives. Skincare then becomes more than an-
other task to complete. It becomes an opportunity to reconnect with themselves, even if only for a few minutes.
Holding Space for Women
The majority of our clients are women, and while every woman arrives with a unique story, many share something in common. They are balancing careers, relationships, motherhood, caregiving, and the invisible mental load that often comes with being the person everyone else depends on. Industry research continues to show that women remain the largest segment of spa clientele, while self-care and stress reduction are among the primary reasons people seek spa services in the first place. It makes me wonder if what our clients are truly searching for extends far beyond healthy skin. Perhaps they are searching for a place where they can finally exhale.
I often think back to my very first facial. While I remember admiring the way my skin looked afterward, what has
stayed with me all these years was something much more profound. It was the first time I remember feeling that I deserved to be cared for. Someone welcomed me into a peaceful space, moved slowly, spoke gently, and treated me with a level of kindness that I hadn't experienced before. For the first time, I understood that allowing myself to receive care was not indulgent or selfish. It was an expression of self-worth.
That experience has shaped the way I practice today. I believe that every facial is an opportunity to remind a woman that she is worthy of softness. In a culture that often celebrates productivity over presence and teaches women to constantly care for everyone around them before caring for themselves, simply receiving can feel unfamiliar. Many clients arrive apologizing for taking time for themselves, checking emails until the last possible moment, or struggling to relax because they are so accustomed to remaining alert. Their nervous systems have learned that slowing down feels unfamiliar, and for some, unfamiliar can even feel unsafe.
As practitioners, we have the privilege of gently interrupting that pattern. Through our presence, our touch, and the environment we create, we can offer clients an experience that communicates safety without saying a word. Every warm towel, every intentional pause, every deep breath we invite, and every moment of compassionate attention reminds the subconscious mind that it is safe to let go. Long after the visible results of the facial begin to fade, that feeling often remains. Sometimes the most meaningful transformation we facilitate is not simply healthier skin, but helping a woman remember what it feels like to be cared for with kindness, intention, and without expectation.
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October 17 & 18, 2026
Broward County Convention Center - Hall B
The only all-inclusive educational experience for skin care and spa professionals. #ICESFortLauderdale2026 is the perfect opportunity to breathe new life into your career and services with fresh inspiration and insight from the best practitioners in the industry!
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EDITOR’S PICK
Skin Script RX Aloe & Copper Clay Facial
My go-to pairing for skin that feels stressed, congested, or in need of a reset. The Aloe Enzyme gently brightens and hydrates while the Copper Clay Mask detoxifies without leaving skin stripped or tight.
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FarmHouse Fresh DreamWell™
Magnesium Organic Shea
Butter Body Cream
This has become my favorite nighttime ritual. Rich in magnesium, calming botanicals, and nourishing butters, it's the perfect way to hydrate the skin while helping the body unwind before bed.
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Hale & Hush Refine Polish
I love that this polish gives skin an incredibly smooth, radiant finish while remaining gentle enough for sensitive complexions. The updated formula combines physical and enzymatic exfoliation with soothing antioxidants for the perfect balance.
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Le Mieux O² Calming Gel
One of my favorite post-treatment hydrators for calming redness and supporting the skin barrier. It's lightweight, packed with soothing botanicals, and leaves reactive skin feeling instantly refreshed.
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