5 Ways to Get Returning Clients in Your Self-Care Business

Running a self-care business isn’t just about offering great services; it’s about building lasting relationships that keep clients coming back. 

Whether you’re managing a beauty studio, a massage practice, or another wellness-focused business, returning clients are the foundation of consistent growth.

But why are returning clients so valuable, and how do you get return customers in the first place? 

In short, they’re not only your most reliable sales channel but also your biggest fans. They boost your revenue with repeat bookings, rave about your work to their friends, and help create a steady flow of income, even during slower months. 

In this post, we’ll tell you what returning clients are, how to identify them, and creative ways to get them coming back to your doorstep.

What Are Returning Clients and How Can You Identify Them?

A returning client is exactly what it sounds like—someone who’s already experienced your services and then comes back for more. 

That might be a regular haircut client who never misses their monthly trim or someone who keeps booking their next facial because they loved the results from the last one. 

Retention is key in the beauty and wellness industries, but identifying which of your customers are returning clients is the first step.

Before you learn how to get return customers to come back, you need to learn how to spot them. Here are some signs:

• Recurring Appointments. If a client schedules regularly, they’re a returning customer. Bonus points to you if they book their next appointment before walking out the door.
• Loyalty Program Engagement. Members who use your loyalty perks often? Those are classic repeat customers.
• Consistent Feedback. Returning customers often leave reviews or provide feedback that shows familiarity with your services.

Want a stress-free way to track returning clients and learn new strategies regarding how to get return customers to come back? Tools like GlossGenius’ Client Insights make it simple to identify trends in customer behavior. 

The long and short of it is this: knowing who your returning clients are should be a top priority if you want to keep improving their experience and making sure they stick around for the long haul. 

Now, let's talk about how to actually make that happen.

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2 Reasons Why Returning Clients Matter

If you run a beauty or wellness team, you probably already know this truth—getting new clients can be tough, but getting them to keep coming back? That’s what makes or breaks your self-care business. 

Whether you’re offering skincare treatments, massages, nail services, or hair styling, having loyal clients who trust you and return time and time again is the ultimate win for making your business flourish. Let's talk about why those returning clients matter.  

1. Returning Clients Provide a Stable and Predictable Source of Income  

Think of returning customers as the VIPs of your business. While new clients are always exciting, they’re often a one-time thing. 

On the other hand, loyal clients book appointments regularly—whether it’s a monthly facial or a biweekly therapeutic massage. This predictable revenue helps your business maintain a steady cash flow, which can be a lifesaver when you have operational expenses like rent, supplies, and paying your team.  

What’s great is that returning clients often go beyond just the essentials. Once they trust your team’s expertise, they’re more likely to splurge on add-ons, upgrades, or other services, further padding your bottom line. 

A loyal customer who books a manicure today might book a pedicure the next time—or walk out with your recommended product from the shelf. Simply put, they’re an investment that pays off, time and time again.

2. With Each Visit, Returning Clients Build Trust and Rapport

Every time a client comes back for another appointment, it’s like strengthening the foundation of your relationship. They start to trust your expertise and appreciate the personal attention your team gives them. Maybe it’s the way you remember their favorite nail colors or how your massage therapist always checks in about areas of tension.  

Over time, that rapport becomes priceless. Clients who feel seen and valued are more likely to recommend you to friends, leave glowing reviews online, or even become your brand ambassadors on social media. 

And in an industry that thrives on word-of-mouth buzz, having raving fans can make all the difference in growing your client base.  

Beyond trust, returning clients allow your team to personalize their experience further. 

Maybe your esthetician remembers your client’s skin sensitivity issue and adjusts the treatment accordingly. 

Or perhaps your hairstylist recalls their favorite cut-and-color combination from six months ago. 

These thoughtful touches not only keep clients loyal but also demonstrate that your business stands out by prioritizing their unique needs.  

5 Ways to Encourage Returning Clients in Your Beauty & Wellness Business

Repeat customers aren't just loyal; they’re also likely to spend more and refer others to your services. 

But how do you go beyond offering a great service to make sure your clients come back again? Here are five strategies to help you turn first-timers into long-standing customers.

1. Implement a Loyalty and Rewards System  

People love being rewarded, and a loyalty program is a simple yet effective way to keep clients coming back. Think of it as "thank you for coming back" bonuses. Offering points for every appointment that clients can redeem for returning customer discounts or free services can be a game-changer. 

Whether it’s a free manicure after five visits or $20 off their tenth massage, these little perks give clients a clear reason to stick with you.  

Platforms like GlossGenius even make setting up a rewards program hassle-free. From tracking client visits to automatically applying returning customer discounts, it’s easy to provide a professional loyalty system that shows your appreciation without adding extra stress to your day.  

2. Send Personalized Follow-Ups and Reminders  

Nothing beats personalized communication when it comes to making your clients feel valued. 

That’s why a thank-you email or follow-up note after an appointment can leave a lasting impression. You could even add a sprinkle of charm by including tips related to the service they received—for example, advice on prolonging their hair color treatment or skincare tips after a facial.  

But don’t stop there. Appointment reminders via text or email are more than helpful—they’re necessary. Life gets busy, and a quick reminder to book their next visit keeps you top of mind. Tools like GlossGenius’s Client Notifications take things a step further by automatically scheduling these reminders so you can focus on doing what you do best.

3. Offer a Referral Program  

Happy clients are often your best marketers. If someone loves your work, there’s a good chance they’ll sing your praises to friends and family. But by offering a referral program, you can make sharing their love for your business even more rewarding.  

Think about it—clients get something like a discount or a small gift for every new customer they refer, and those new customers get an incentive, too (like 15% off their first service). It’s a win-win that not only brings in new faces but also keeps loyal clients coming back to enjoy their rewards.

4. Host Exclusive VIP Events or Specials for Regular Clients  

Everyone loves a little exclusivity. Hosting a VIP night, holiday party, or offering early access to new services can make your regular clients feel like insiders. 

These events don’t have to be elaborate—it could be a quiet evening of express services with wine and snacks or special package deals for recurring customers.  

When clients feel included and appreciated, they’re more likely to stick around. Plus, these events are a great opportunity to promote your brand, build relationships, and introduce add-on services that clients might not have tried before.  

5. Stay Active on Social Media and Engage  

Clients don’t just want to remember their last amazing haircut or facial—they want to feel emotionally connected to your brand. Social media is perfect for maintaining that connection. Share fun behind-the-scenes photos, announce special promotions, or post beauty and wellness tips.  

Consider engaging with your audience through polls, Q&A sessions, or even by resharing their posts when they tag your business. A vibrant online presence ensures your clients feel like part of a larger community, which makes them more likely to stay loyal.

Keep Your Clients Coming Back With GlossGenius

Growing a self-care business is a lot easier when you have the right tools—and that’s where GlossGenius comes in. We’re an all-in-one platform designed to help you not just streamline your business, but also cultivate a loyal clientele. 

We help you succeed with Client Management tools so you can keep your client lists organized, track their preferences, and anticipate their needs to create a personalized experience every time they visit.  We also offer client notifications; with our automatic appointment reminders, thank-you notes, and follow-up messages, staying in touch has never been simpler. 

And don’t forget about online booking! With our convenient system, you’ll make it easy for clients to book their next appointment with our seamless online scheduling system. 

If you’re ready to take your beauty and wellness business to the next level, we’d love to help. Start your free trial of GlossGenius today and discover how easy it can be to turn first-time clients into loyal friends! 

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FAQ

What is a returning client?

A returning client is a customer who has previously used your services and chooses to book with you again. This demonstrates client satisfaction and loyalty, which are critical for business growth.

What is a returning customer?

A returning customer is another term for a client who repeatedly uses your products or services. These customers represent a valuable portion of your client base, as they contribute to consistent revenue and can help build a strong reputation for your business.

What is it called when you have returning customers?

When you have customers who repeatedly come back to your business, it is often referred to as customer retention or client loyalty. High customer retention is a key indicator of success and sustainability in any business.

What is an example of a returning customer?

An example of a returning customer could be someone who visits your salon for a haircut every six weeks or regularly books appointments for skincare treatments. Their recurring business signifies trust and satisfaction with your services.