A clear mission statement is more than just a tagline – it’s the foundation of your beauty business, shaping your brand’s purpose, guiding decisions and building lasting client trust.
Why does your beauty business need a mission statement?
Having a mission is about more than a trademark or a catchphrase. It’s about having your business enveloped in a bigger purpose.
If you changed your business’s name, owner, branding, products, services and location, what would be left – what would your business still stand for?
Ask yourself, if you peeled back layers to get to the core of what your business truly means, what would that be?
What makes a strong mission statement?
Your mission statement or tagline makes a strong, rooted stand for what your company’s values, purpose, passion and priorities are, even if everything else was changed or removed.
How a mission statement guides your business decisions
As a business owner, having a mission will help you to navigate your way through the noise.
It will help guide you through the fads, courses, trends and social media jungle that may lead you away from “soul” purpose – down a path of what you think you should do, rather than what you’re meant to do or to become.
The impact of a mission on client loyalty
It will also be the North Star to your customers too – a bright, shining light through the loud noises of decisions about which therapist, business, products or services to choose, helping to anchor the purpose of what your incredible treatments do for people as a whole.
Creating a mission statement that sets you apart
Let me give you an example – my trademarked mission at my home-based business Come Spa With Me is to “Make Me-Time Mandatory”.
My clients are usually incredible people that are always putting others first – but it’s not saying “what about me?”, it’s about saying “me too”; it’s helping clients to realise that it’s not selfish to put themselves first.
Clients leave saying “Yes, I deserve this – I need to make this mandatory, to have treatments more often for my overall wellbeing.”
It’s a feeling that lasts outside of the treatment room. It’s a realisation that they need to start saying yes to themselves more.
It’s amazing to see that shift of mindset in my clients, and see their self-worth grow with each visit. Not only are they better for themselves; they’re better for their loved ones, too.
Can you see how I achieved that? It wasn’t just my qualifications, reviews or branding, and definitely not social media, that brought clients to me and kept them coming back. It was the mission behind all that.
Having a core mission will gain and keep clients’ trust. With a mission, there’s vision, passion and purpose – which I truly believe is the most important foundation to a thriving business in our industry.
About the author
Jodie-Leigh Davidson-Joyner is the owner of the Come Spa With Me home-based beauty business in Yorkshire, and a finalist in the PB Awards 2025. She is also a degree-level holistic therapist and qualified holistic coach.