The Reality of Running an Aesthetics Business in 2026 (And Why You Might See Me on Your Feed a Little More)

If you follow any of the ramblings I post here on GLO, you might have noticed me popping up a bit more lately. I’m trying to channel my inner marketing guru/content creator but it’s NOT easy.

If you know me, you'll know that standing in front of a camera and talking about myself doesn't exactly come naturally…

I'd much rather be in the clinic, looking after my lovely clients, chatting about their skin and helping them feel good about themselves.

But running an aesthetics business in 2026 means doing a little more than that – and I’m definitely learning this as of late!

It's not just about being good at what you do

When I first started GLO, my focus was on building a clinic I could be proud of. Somewhere clients would feel comfortable, listened to and looked after. Somewhere they could ask questions without feeling silly, and know that I'd always be honest with them about what I thought they needed.

That hasn't changed.

But the way people find a clinic, get to know you and decide whether to book has changed quite a bit.

These days, so much happens online before someone ever walks through your door. They want to see the treatments, get a feel for the person behind the business and know what to expect.

And I completely understand that. I'd want the same.

Which means showing up online has become a pretty important part of running GLO.

The Instagram pressure is REAL

Have you ever opened Instagram and suddenly felt like everyone else has it all figured out?

Perfectly filmed treatment videos. Beautiful lighting. Clever edits. Informative Reels that somehow manage to look effortless.

Meanwhile, I'm trying to work out where to put my phone, whether the lighting is any good and why I suddenly forget how to speak the second I press record. 🤣

There's so much brilliant content out there, and it's easy to feel as though you should be doing more, posting more and keeping up with all of it.

But I'm also very aware that I didn't start an aesthetics clinic because I wanted to spend my evenings glued to my phone.

I started it because I love what I do.

So I'm learning to find a balance between giving GLO the visibility it needs and making sure social media doesn't take over everything else.

A little help goes a long way

One of the things I'm most grateful for is having such lovely clients.

Some of you have been kind enough to let me film parts of your treatments, share your experiences and help show other people what a visit to GLO is really like.

You might think it's a small thing, but it genuinely makes a difference.

Real treatment footage helps people understand what's involved, see what a clinic appointment looks like and feel a little more comfortable if they're considering a treatment themselves.

And it means I can show you the work I love doing, rather than just talking at you through my phone.

I'm so grateful to everyone who's already said yes. You know who you are!

Behind the scenes of a small business

Of course, I'd love to have a whole marketing team making everything happen behind the scenes.

One day, hopefully!

For now, like lots of small business owners, I'm learning as I go. I'm figuring out what works, trying to get more comfortable on camera and doing my best to create useful, honest content alongside running the clinic.

And even when you do get help with marketing, you still need real moments from the business itself. Someone needs to be there to capture the treatment, the consultation, the little details that make your clinic yours.

That's the bit you can't always outsource completely.

So yes, you may see a few more videos from me. I might still feel a little awkward filming them, but I'm getting there.

And if a video helps someone feel comfortable enough to ask a question, book a consultation or finally understand a treatment they've been curious about, then it's worth pushing myself outside my comfort zone.

Fancy helping me out?

If you're a GLO client and you'd be happy for me to capture a little footage during your treatment, I'd absolutely love to hear from you.

Nothing complicated, and I'll always ask your permission first. We'll talk through exactly what you're comfortable with, and there's never any pressure to take part.

You don't need to be a model, know what to do or have any experience in front of a camera. I'm looking for real people and real treatments, not a perfectly choreographed Instagram production.

If you'd be happy to help, just drop me a message or mention it at your next appointment.

And if being on camera isn't your thing, that's absolutely fine too. Supporting GLO by following along, sharing a post or recommending me to a friend means a lot as well.

Thank you for being here and supporting my little business. It really does mean more than you know.

Bianca x