From facials to tech-driven skincare: The esthetician’s role is evolving — are you ready?

Are you a spa or salon owner looking to build a strong, future-ready team of estheticians? Or maybe you’re an esthetician wondering how to stand out in a competitive (and rapidly evolving) industry. Whether you're hiring or growing your skills, this article has the insights you need to succeed in 2025 and beyond.

The role of an esthetician is transforming. No longer limited to traditional facials and waxing, today’s estheticians are blending hands-on expertise with cutting-edge technology to deliver personalized, data-driven skin care experiences. With advancements like AI-powered skin analysis, smart devices, and software-enhanced client journeys, the profession is more dynamic — and rewarding — than ever.

An esthetician is a licensed skin care professional who improves skin health and appearance through hands-on treatments like facials, waxing, and exfoliation. They use traditional as well as high-tech tools, including LED masks, RF machines, and microcurrent devices.

In today's beauty industry, their role has evolved beyond traditional services. Powered by advancements in AI and spa technology, estheticians blend expertise with intelligent tools to deliver personalized, data-driven skin care experiences.

As demand grows for individualized treatment plans and tech-enhanced procedures, estheticians work across a range of settings, from serene wellness spas to high-tech medical spas. They assess skin needs in real time, recommend solutions tailored to each client's concerns, and perform treatments.

Their hands-on skills remain at the core of what they do, but the way estheticians work is changing. With smart skin care devices, AI-powered analysis, and software-driven guest journeys, today's estheticians are redefining what it means to work in skin care and elevating the client experience.

The responsibilities of modern estheticians have expanded to include not only hands-on treatments but also personalized care strategies built around each client's unique skin needs. As skin care specialists, they deliver more than services — they create long-term skin care journeys rooted in trust and results.

Common daily duties for estheticians in 2025 include:

More than ever, estheticians prioritize relationship-building. Recurring facial treatments and consistent care not only enhance skin health — they also create a meaningful, personalized experience that keeps clients returning. In fact, data shows that 82% of customers say they have have a high level of trust in their service providers.

Today, "client experience" is as important as outcomes. Estheticians measure success through satisfaction scores, service retention, and the visible impact of personalized care.

The U.S. skin care industry was valued at $17.6 billion in 2020, making it the most lucrative market in the world. Despite the disruptions of COVID-19, the profession continued to grow, with a projected 17% increase in esthetician employment by 2029 (outpacing many other professional service industries).

Estheticians offer a wide range of skin care services that address both cosmetic concerns and overall skin health. From traditional treatments like facials and waxing to tech-powered enhancements, today's estheticians customize their offerings to meet evolving client needs  —  and boost profitability.

These services are the foundation of most esthetic practices and are widely requested across salons, spas, and medspas. They help maintain healthy skin and often serve as an entry point for building long-term client relationships.

Modern estheticians are expanding into specialized services that deliver visible results and increase revenue through upselling and personalization.

Services like waxing and laser hair removal remain some of the most in-demand esthetician services today — waxing is affordable to perform and encourages repeat visits, while laser treatments offer lasting outcomes with premium pricing. Adding these and other profitable treatments to your skin care menu can help grow your client base and boost your bottom line.

While both estheticians and dermatologists focus on skin, the nature of their work — and their qualifications — differ significantly. Estheticians specialize in cosmetic skin care services, while dermatologists are licensed medical professionals trained to diagnose and treat skin conditions.

Here's a quick comparison:

Both terms refer to skin care professionals, but "esthetician" is the more common spelling in the U.S., especially for those in salon or spa settings. "Aesthetician" is often used interchangeably but may be associated with medical or clinical environments.

Starting a career as an esthetician involves education, hands-on training, and state licensing. Here's how to get there:

Throughout training, students learn about skin analysis, different skin types, and sanitation — core pillars of esthetics. The best programs combine theory with real-world practice to prepare students for every type of skin care service.

The AI-powered skin analysis tools market is expected to grow from $1.2B in 2024 to $3.5B by 2033, reflecting rising demand for data-driven skin care services.

This is changing how estheticians deliver treatments and how clients experience them. Intelligent tools can now analyze a client's skin in real time, providing accurate data on hydration, oil levels, and texture. These insights help estheticians personalize each session with precision.

Smart skin care devices are becoming more advanced, offering app connectivity and real-time customization. These tools help estheticians enhance both treatment precision and client satisfaction. Here are some of the top technologies making waves in the industry:

These innovations allow estheticians to combine high-tech functionality with expert care, delivering elevated skin care experiences that keep clients coming back.

Beyond devices, the evolution of tech in esthetics includes the software that connects services, surfaces insights, and personalizes every client interaction. 

Software like Zenoti supports this tech evolution by enabling AI-powered upsell prompts, predictive booking tools, and customized guest journeys that help providers deliver elevated care while growing revenue.

Today's top estheticians anticipate what clients need next. Spa software integrated with AI allows providers to recommend services, serums, and moisturizers based on real-time skin data and client history.

Advanced software tools like Zenoti's personalization engine make it easy to deliver these intelligent experiences. They can help you record and manage information related to skin concerns, seasonal patterns, and service history, empowering estheticians to make the right offer at the right moment without feeling pushy.

Whether it's suggesting a new hydrating facial, recommending a serum for dry skin, or timing the perfect upsell, intelligent software turns everyday appointments into profitable opportunities. This kind of smart personalization isn't just good business — it's better care.

Esthetics continues to be one of the most promising career paths in the beauty and wellness space. According to the Bureau of Labor Statistics, skin care specialists are expected to see 10% growth in employment by 2030, faster than the average for all occupations. This reflects rising demand for personalized skin care services in salons, medical spas, and wellness centers.

The 2024 median annual pay for a licensed esthetician is $41,560, or $19.98 per hour. However, income can vary widely depending on the setting, specialty, and career stage. 

Licensing and continuing education also impact income potential. A licensed esthetician who pursues specialized training in skin analysis, medical spa procedures, or spa management can command higher fees and build a more profitable business over time.

Today's estheticians are equal parts artist, educator, and tech-savvy strategist. They blend traditional beauty expertise with smart tools and AI-driven insights to deliver facial treatments that are effective and deeply personal.

With the right technology, estheticians can recommend the perfect skin care services and products for each client's skin concerns, track treatment outcomes, and grow stronger client relationships.

Advanced software like Zenoti empowers estheticians with AI-powered tools that make personalization easy, streamline daily operations, and increase revenue. From spa personalization technology to intelligent upsell prompts, Zenoti supports the esthetics industry's evolution toward smarter, more profitable care.

Ready to personalize every facial? Learn how Zenoti's AI-first software can help estheticians elevate the client experience at every touchpoint with intelligent recommendations and seamless upsells.