It’s a tough world out there, and competition is inevitable at every phase of our lives. As soon as you enter the nail industry, you will notice that competition is everywhere and that the business comes with both highs and lows. It can truly test your limits and influence the way you run your business as a nail tech or salon owner. But here’s the upside: competition means the industry is thriving and growing. It will push you to new heights and motivate you to bring out the best in your business. Want to rise above the challenge? Learn how to handle competition in the nail business through this article. • Be aware of your competition (online and offline) Start by defining who your competitors are, both online and offline. For online competitors, focus on nearby nail salons with the same marketing strategies and digital presence. On the other hand, offline competition refers to local salons offering similar services, so pay attention to their pricing, customer reviews, and what keeps clients coming back. Being aware of these factors will help you spot gaps in the market and areas where your salon can stand out. A simple SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis will help with your business strategies. • Treat your business as a brand Create an impactful visual identity across all platforms that resonates with your target market and reflects what they value. This includes designing a memorable logo, choosing the perfect font, and selecting a color scheme that aligns with your brand’s personality. These elements work together to tell a story about who you are as a nail tech or salon owner. In today’s visually driven world, a cohesive aesthetic helps clients recognize and remember your business instantly. • Emphasize what sets your nail salon apart Identify your unique selling points (USP) to maximize the strengths of your business. Take a mental note of what your clients like about your salon or service because these are likely your key strengths. Whether it’s your convenient location, solid online presence, time management, excellent customer service, proper nail sanitation, or commitment to using high-quality products, these advantages deserve to be highlighted and continuously improved. Promoting what you do best builds a good reputation and a sense of security. • Understand the importance of perceived value Take a moment to consider how the customer sees you and the services you offer. Perceived value is the overall impression a client forms based on the benefits they receive compared to what they pay; this includes not just the service, but the entire experience. Meeting and exceeding the expectations of your customers helps create lasting client relationships. A rock-steady positive experience is what turns first-time visitors into loyal clients. • Focus on consistency and innovation Stay consistent with what’s already working well for your salon, and concentrate on enhancing those aspects along with addressing any shortcomings over time. If you have a signature service or a unique feature that clients love, there’s no need to change it unless it’s hurting your business. Instead, consider expanding your menu by introducing new or complementary services, be open to adapting your business to the current market, and upgrade your equipment or embrace new technology for that competitive edge. • Do not base your decisions on your competitors Confidence and self-belief are essential when running your own business. While it’s important to be aware of the competition, focusing too much on it can become overwhelming and unproductive. Just because a competitor lowers their prices and appears to be doing well, doesn’t mean it’s the right move for you; what works for them might not suit your salon or management style. Constantly chasing their strategy can lead to frustration and misplaced blame if things don’t go your way. Better to trust your instinct and own judgment so you can maintain integrity while achieving your goals. • Enhance your skills and nail art specialties Skills come in many forms, and they all play a role in growing your salon. Being a great listener or having strong communication skills is just as valuable as your technical abilities. You can enhance the client experience through a smoother online booking system or a more personalized service. If you’re a master of minimalist nail art, keep exploring new products and application techniques. Open new doors by developing your custom art skills. There’s real power in continuously investing in yourself and your craft. • Build and maintain customer relationships (customer service) The salon experience needs to be as good as how you market it. Encourage referrals and implement loyalty programs to reward returning, loyal clients and show appreciation for their continued support. Be open-minded and regularly ask for honest feedback, creating a space where clients feel heard and valued. Building genuine relationships goes a long way, so take time to get to know your clients and understand their preferences. Personalizing any of the services leaves a lasting impression. • Utilize digital marketing and trending topics Always be one step ahead by jumping on trending social media posts or videos while they’re still relevant. Having a solid social media presence helps you showcase your work, announce special offers, share client testimonials, and highlight what makes your salon unique. Use different platforms to build an online community for both loyal clients and potential customers. Digital marketing isn’t just for promotion, it’s a way to refine your salon’s visibility and encourage trust with your customers. • Only compete against yourself “The only competition worthy of a wise man is with himself”. - Washington Allston Never underestimate your worth and capacity to grow and be better. If you feel like you’re losing clients, don’t be too quick to blame the competition–instead, reflect on what you can improve within your own business and practice a growth mindset. It’s helpful to stay informed about your area’s pricing and services, but don’t let that dictate your value. Strive to become better than you were last week, and let your skills, consistency, and dedication speak for themselves. Competition fuels our growth, and we should treat it as a motivation to stay grounded and invest in what matters. As a nail tech or business owner, what’s the best piece of advice you've received about facing competition? Share it with us on our iGel Beauty Facebook Community, and let us hear your inspiring stories! Always look in the mirror because that’s your true competition. 💪🏻 ──────────────────────────────────────────────────────────────────────── Written by Alyssa Bueno on May 21, 2025 Alyssa Bueno, a true beauty enthusiast, brings her passion for writing and beauty to life as a writer for iGel Beauty. With a diverse editorial background and industry expertise, Alyssa shares the latest trends and curates tutorials and tips to inspire nail lovers worldwide.
