How to Grow Your Beauty Business as a New Mom

Hello everyone, and thank you for stopping by our spa blog!

From my experience, most spa blogs always give out generic advice on stuff that's all fluff. As a new spa owner, I wanted to dive in much deeper and create a space for those who like to read and write, and are always looking for others they can relate to.

So, before we begin, let me tell you a little bit about myself. My name is Esther Subin, I'm married with a beautiful baby on the way, and at the same time as being pregnant (currently almost 5 months at the time of writing this blog post), I decided to fulfill my dream of opening my own day spa with my wonderful business partner and the support of my generous, supportive husband.

I know my timing isn’t the best, and trust me, a million red flags and warnings have shot up in my brain, along with many comments from others too:

How are you going to open up a spa while you’re pregnant?

How are you going to give attention to this baby and run a business?

You shouldn’t open up this spa—it’s not the right time!

And yes, all of these responses and calls for help made me second-guess if I was doing the right thing. But what would you do if you were me? Give up on your dreams? Cancel motherhood? This was a tough decision for me, and I’m sure it’s also tough for you to think about.

If you are in my situation or close to it, this blog post is all about how I’ve managed to pull this off so far. I'm going to talk about self-care, time management, mom guilt, financial realities, supportive systems, and more. Hopefully, you’ll get something out of it if you plan on being a "crazy girl" like me, following both your dreams of having a family and starting your own business.

Dreams and Goals

Why is it hard for us women to have dreams and goals sometimes? It almost feels like a little crime. And don't let me fool you—I am a traditional woman at heart. I love catering to my husband, taking care of the home, and being in my feminine identity, but there has always been a boss/manager side of me who can take on tasks like a lion. Does this sound like you? I think that's most women who understand the idea of "things need to get done," and boy, do we get them done.

I played with the idea of several different businesses before I decided to dive into opening our day spa. Most of them were failures. I was going after business models the wonderful YouTube gurus told me to start and spent tons of money on all the wrong things. I'm not embarrassed by my past failures. Every mistake I made was mentally documented and imprinted in my business soul to never make that mistake again, and to approach things differently with my next business venture.

Am I the only person who's ever felt that? You feel like you know the industry so well, but you also know all the downfalls and convince yourself that it isn't worth it to get a slice of this industry because you will surely fail.

That was happening to my business partner and me over and over again throughout the years. We saw how much work our bosses were putting into their businesses and how much it cost them to run it, and we were convinced, based on that information alone, that it wasn’t worth starting a business in the field.

But what we also saw (and ignored) was how we, as employees, were making them filthy rich. We gave them a decade of our hard-working hours, and our paychecks stayed the same while their wealth grew significantly.

We knew it was time when we saw how their attitudes changed towards us. We were replaceable employees who were money-making machines to them. It was strange. We went from feeling like a close family company to all collectively hating working there at the same time. Has that ever happened to you?

From that moment, we set our goal to leave our jobs that year and start living our dream of being day spa owners. We had to do it scared—our future selves were dependent on this.

Our goal was to open a day spa that felt like a second home to others—a small space where women (and men) felt comfortable coming as much as they wanted because they trusted our work. We wanted to create a space where our employees loved working and where we could grow as a company without becoming the greedy bosses we used to have.

Self-Doubt

So yes, there's the other side of the coin that isn’t so shiny. If you plan on taking the route of motherhood combined with entrepreneurship, self-doubt will be your greatest enemy. Am I ever smart enough to pull this off? As I’m currently pulling it off, I still say this to myself. But it's a constant battle you have with your thoughts that you just have to learn how to always win.

It’s scary going off on your own, but I always tell myself: these other people who are making hundreds of thousands of dollars a year doing what they love are human just like me.

What's so special about them? Do they have some secret power that I don’t have, or are they just all the way in?

I overcome self-doubt by taking it day by day. I know it sounds easier said than done, and that’s completely true. Here are some of my tips to keep self-doubt in check: For starters, I began planning the next day, the day before.

Then I graduated to planning weeks and months until my milestone was reached. People always criticized me for being such a planner because “we have so much time,” or if you are around people who like to do one thing at a time, you hear “let’s do this first,” and you immediately start to dislike the person for not acknowledging how proactive you are.

I began keeping most things to myself and stopped seeking validation from others. I only told people who had positive attitudes and gave feedback that would lead me closer to my goals. There was no time for negativity and being scared. And most importantly, no time for self-pity.

With that being said, these blog posts aren’t for people who are just looking for the right answers to fix all of their problems. If you’ve read (or skimmed) this far, I know you are ready to dive into motherhood and being your boss without losing that wonderful feminine part of you. Now let’s get into the things you’re going to come across and need to get a grip on as you dive headfirst into this journey. I believe in you, but most importantly, you have to believe in yourself.

Start Building Your Support System

Without a doubt, you must prioritize your child (or children) in any scenario. Our children are everything, and we will continue to do everything for them as long as we and they are alive, and even after we are no longer here on earth with them. Having a support system throughout your entrepreneurial journey is a must-have.

The obvious support system for most is family. Family will come in very handy—family you trust. I love all members of my family, but I would only trust a few with my child and business. Whoever that person is whom you can lean on for help with your child or business, use them. As your business grows, you will pay them back tenfold for being with you from the very beginning.

Next, start planning childcare. It’s no secret that if you’re running a business (even if it’s from home), you’re going to need to spend time away from your family to focus on the growth of your company. Here’s where mom guilt comes in heavily, but remember what we talked about previously when it comes to self-doubt.

Here’s how I organized my time: I have a business partner who splits 50% of all the responsibilities of the business with me, and I have a husband who also does the same at home. So that’s my first support system right there. If you don’t have a business partner, you need to find out which tasks you are going to delegate to lessen the burden on yourself and avoid burning out.

Breastfeeding is something I decided to do, so I wanted to take 3 months off from working and physically going into my day spa while my partner does more of the hands-on tasks, and I handle most of the work-from-home things such as inventory, marketing, and our blog.

That gives me time to be home with my newborn during the newborn phase and still work on my business when I need to. After the 3 months, I plan to go back to work 3 days at the business and stay home 4 days, alternating with my business partner while our support system or daycare watches the baby. As time goes on, this will be adjusted, but that is the plan for now and what will work.

There will be plenty of surprises, physically and emotionally, but making sure your support system is on the same page is always a great way to keep your personal and business life organized while raising kids.

It’s going to be hard. Nothing about this is going to be easy. But like I said before, this blog post isn’t for the weak. You are unique. Now, your support system may be much different from mine—I can almost guarantee it is—but if you want this, you will use your resources to meet your goals and make your dreams come true.

Time Management

Yes, we all know about time management, but how serious are you about getting serious about it? I'm just going to be completely honest here: time management is boring—it's more fun to waste time. Trust me, I know! But you must fight the time lords and stay focused and on track, or you'll never see the progress of your hard work.

When you are a new mommy, your world changes the second you deliver that baby. It's key to find the right balance of things while still prioritizing your baby and family.

One of the first things I did before the baby arrived was to make sure to get as much done as possible. We moved furniture around, started building the nursery, and got all the needed items for the baby and myself by my 5th month of pregnancy. I never thought of a baby shower because there was no way I was going to plan that, and I still don’t know if I’m going to have one.

We got most of our things from other family members and thrift as much as we could for all the basics. We created a registry for the fancy stuff, and if people wanted to get it for us, it was there. Our entire apartment was baby-ready, and now the focus was primarily on my business and staying healthy for the rest of the pregnancy.

In this part, you should delegate as much as you can and split the tasks between you, your business partner, and your life partner. The most important part of time management is being flexible with your time. Random surprises will always come up in every phase. It’s okay to pause and handle the priority (your children) first, then get back to business.

The best way I organize my time with my business is by using the Monday.com app. If you aren't organized with your time, it's time to master that skill now. You can type in all the tasks that need to get done each week and stay on top of them. You can also start doing that with your home to keep everyone involved in your family life in the loop about things. You are the leader in your family—if your time is managed, the whole house will be in order.

Self-Care

I feel like self-care is an overused word. I believe social media has added too much luxury to the term, which has lowered its importance in society. When you are the leader of your business, self-care isn’t going to creep up on you. It's going to look you right in the face and tell you it’s here to stay. It’s important to set healthy boundaries when it comes to stress management and self-care.

Here are some ways you can plan a healthy self-care routine. You need to find one thing you love and enjoy doing that isn’t being a mommy or working on your business. Find whatever that is and do it at least once or twice a week. For me, it’s cooking. I’m not a Michelin-star chef, but I love experimenting with different foods, teaching myself new skills, and watching shows related to cooking. I allow myself to let loose, be creative, and have fun. What’s your thing?

Next, you have to set a limit on work inside and outside the home. Don’t let the overwhelming feeling come first; catch it before it gets there. That means reaching out to family and friends for help with the kids and looking into other assistance programs. If it’s too difficult to get help with childcare, lean on getting assistance with the business. There are plenty of ways to delegate tasks, batch tasks, and eliminate unnecessary ones.

The final thing in this segment is keeping a healthy mind, stomach, and skin, of course. It’s important to make sure you feel great on the inside. It’s easy to fall into unhealthy eating habits and reach for a bottle of wine every night, but you must think long-term. That’s what keeps me going. You have more to think about than just yourself. Do it for your children, and do it for your business. You’ll be thanking yourself a year from now and beyond.

Mom Guilt

As my belly grows and I become more involved with my baby, I sometimes feel sad that I’m choosing to work rather than spending every waking moment with this baby. It feels weird saying this out loud, but on the flip side, I know that if I were home all the time with my baby, I would think to myself how guilty I would feel if I weren’t out hustling and using my skillset to build the business of my dreams that would set my family up for life.

I am open about my feelings about motherhood. I always wanted to be a mother of many children, and I always wanted to own my business. I knew this wasn’t going to be an easy path or route—whatever you want to call it. It was going to be tough. But I stopped and accepted the choices I was making and started to tailor my life to this.

While my baby is growing inside me, I decided to stop creating fake scenarios in my head and block out the negativity from myself and others. I made sure to create a business where I could step aside for as much time as I needed, and my business could still run without me.

I also made a promise to myself to cherish every moment I have with my family. Every moment I am present with my child, I am going to give 100% of myself, and if my child needs me, I will always be there for them. Mom guilt is real, but don’t let it take you down.

Setting Goals

Now for the fun stuff. It’s no secret that you should keep your business life and personal life separate. The same goes for your goals, but with a twist. Your business goals should complement your personal goals and vice versa.

When it comes to your family plans, discuss with your partner and children how they want to live. Where do they see their lives in the next 5 to 20 years? Ask them for insight on your business goals and what concerns them.

After gathering that information, you can now focus on your business goals. If there’s a plan for more children soon, how do you plan on running your business while focusing on family health and dynamics? What are some business goals you want to achieve within the next 5 to 10 years, and how will this affect your family?

Here are some goals I have for myself, my family, and my business: My husband and I plan on having two more children (G-d willing) after this one, which will require me to be home more.

By that time, I plan on hiring more staff and delegating many tasks while doing more work-from-home items like our blog, marketing, and social media management. Once the children are ready for daycare, I plan on being hands-on in the business part-time while still achieving our monthly goals and ensuring my family is still nurtured by me.

Now, that’s just a small paragraph, but there will be more details as the years go on, and let’s not forget the many challenges that come with it. You must view success as a long-term goal with mini goals within it. Have a plan and try to stick to it.

Tools

Just like every woman has her secret mom tools in her back pocket to help push through every (and I mean every) type of situation, you need your set of business tools.

Some of the best apps you need as a new business owner are free and probably already on your phone.

The most underrated app for me is my notes app. I use it to jot down any type of idea, schedule, list, emails—you name it. My phone is always on me, and it can be tough to carry around a notebook and pen all the time. So, utilizing this tool throughout the day to handle quick tasks really helps you stay on top of what’s needed for the business.

Next is everything Google. Yes, Google Mail, Google Docs, Google Sheets, etc. Download all of them and use them! They are one of the most-used apps on my phone, and my business partner and I are constantly updating documents for the business.

We can inform each other of what's going on without actually saying anything. It may not be as glamorous as other apps, but your Google account will connect seamlessly to many things in your business. Memorize that password and keep a tab open on your desktop—it's going to be your most-used tool.

Dive into the world of AI. No matter what industry you are in, AI is here to stay and is only getting better. It's a magic tool (if used correctly) that can move things in your business much quicker. Take advantage of this! ChatGPT is great, but there are other forms of AI popping up in all areas of business. Do your research and find an AI tool (most of them are still free) to help you automate your business.

Pay for marketing! I don’t care if you have 1 million followers and you post every day. In today’s competitive online market, you need the extra boost to stay ahead of the game. Whatever budget you have, put it into marketing—both online and offline. Yes, offline is still a thing. Connections are your best tool. Get your name out there and be friendly with your local charities and religious groups. Word of mouth is still one of the best marketing tools ever.

So, take a crack at it. Introduce yourself to everyone in your neighborhood and connect with the people around you. All it takes is one client to make a huge impact on your business.

Financial Realities

Let's face it. Startup costs are the worst. If you are starting a new business venture while going through the beautiful journey of motherhood, you better get ready for some good debt and an empty bank account. Although this is a huge risk, it also comes with the highest reward.

You get to watch your business grow and potentially 10x your money to help provide for your family's needs and wants.

And trust me, it might take a year or five, but if you're consistent and stay on track, you will become the successful person you always dreamed you'd be.

My first piece of advice is to try to avoid most debt as much as possible, but also get yourself a business credit card. I know it sounds ironic, but listen. Every business owner knows the power of credit—it's liquid gold. But you must know how to use it.

My business partner and I saved half the money we needed to open up our spa in cash and used the other half to purchase whatever items we needed for the business on a credit card. We then used our points and budget each month to make sure we made our credit card payments, slowly getting the business out of the red.

It's important to budget for the things you and your family will be doing. I like to budget quarter by quarter. I make sure all of our needs and the baby's needs are being met. I'm also budgeting time into this equation too.

My business partner and I have a plan for emergencies, workdays, holidays, and leave little room for surprises. Planning is boring, but it is necessary if you want to ensure your family and business are set financially. Keep life simple.

Staying Motivated

You can have the biggest imagination full of dreams and still lose some of your mojo along the way. This is normal, but you can’t stay there. You made it to the end of this post because you have something to prove—not to the world, but to yourself. You have dreams for yourself and your family and won’t stop at anything until they are fulfilled.

Your biggest motivators should be the ones you love the most, whether it be your partner, your child, or your community. You need to have something bigger than yourself that affects more than just you. Don’t be cheap; set high goals that are both easy and hard, and never give up, no matter how long it takes. I hope to hear more about your success, and if you’re interested, I would love to help you even further.

Ready to have the spa of your dreams?

I have a course (just like everyone else) where I go through all the steps of opening up your own spa business, guiding you from spa employee to spa owner. Granted, I'm from New York, where the process is far more difficult than in most states (except California), so it is extremely detailed. This course will have all the information you need.

The process of opening a business like this is extremely stressful. In the course, I’ll teach you what to expect, what to avoid, and what it’s going to cost. I’ll also go into the details of building your dream spa from start to finish, whether you are a one-band man or trying to open a spa with several rooms.

This course is for women (and men) of all ages who are ready to take control of their dreams. But this course isn’t for everyone, so think wisely: Are you ready to fulfill your dreams?

If the answer is yes, sign up down below and get started! Your dream spa awaits!