Where Does the Money Go in a Beauty Studio? An Honest Conversation About Profit
— Without Illusions
A story of a beautiful studio with not-so-beautiful numbers.
“There seems to be enough money, but…”
Ausma is the owner of a cozy beauty studio. Beautiful interior. Almost fully booked. Happy clients. In Stories — “last slot today”. In WhatsApp — constant messages.
And yet:
- at the end of the month — an empty account
- Ausma pays herself “whatever is left”
- vacations have been postponed for the second year in a row
- any emergency (broken device, a therapist leaving) = stress
And the main question she keeps asking herself:
“Are we actually making money — or just working a lot?”
If you’ve ever caught yourself thinking the same — this article is for you.
Mistake #1: Counting Revenue Instead of Profit
Very often studio owners say: “Our revenue is €20–30k per month, everything is fine.”
❗️But revenue ≠ profit.
A very simplified example:
Monthly revenue:
→ €20,000
Now subtract:
- rent — €3,000
- therapists — €8,000
- consumables — €2,000
- administrator — €1,500
- marketing — €1,000
- taxes, software, small expenses — €1,500
👉 Total expenses: €17,000
What’s left:
👉 €3,000
And here comes the real question:
- is this profit?
- or the owner’s salary?
- or “money for everything at once”?
If you don’t have a clear answer — the business is running blind.
The Formula You Must Know by Heart
Write it down. Save it. Put it on the wall: Profit = Revenue – All Expenses – Owner’s Salary
Yes, the owner’s salary is also an expense. Even if you don’t actually pay it to yourself.
Why this matters:
- otherwise you think the business is profitable
- when in reality, it’s just surviving because of you
The Biggest Illusion:
“I Don’t Pay Myself, So There’s More Left” This is the most dangerous trap.
When you:
- work as an administrator
- cover shifts
- solve all problems
- don’t pay yourself a salary
➡️ you are subsidizing the business with your time and energy.
On paper:
- everything looks “profitable”
In real life:
- exhaustion
- and a constant feeling of a dead end
The rule is simple:
Even if you work alone — you must have a fixed salary.
Step 1. Separate the Money (Mandatory)
At minimum:
- business account
- personal money
Inside the business — in your head or in a spreadsheet:
- operating expenses
- salaries
- development
- profit
As long as everything is in one pot — you can’t see the real picture.
Step 2. Calculate the Cost of One Client
This is the moment that changes mindset.
Example:
- rent + fixed expenses = €10,000 / month
- clients = 200
👉 One client already costs you €50, before any procedure.
Now add:
- therapist’s work
- consumables
- taxes
And suddenly it turns out that:
- a €90 procedure
- doesn’t bring “good money”
- sometimes it brings almost nothing
- or even a loss
Step 3. Not All Procedures Are Equally Useful
A very common situation:
- the studio offers 15 services
- only 3–4 actually make money
- the rest exist “just in case”
But:
- they take time
- drain therapists
- consume resources
💡 The key question:
Which services actually make money — and which only create movement?
Step 4. Face the Truth: Where Money Leaks
Most often money leaks through:
- idle time (gaps in bookings)
- underpriced services
- therapists without performance targets
- lack of upselling
- chaotic “let’s try this” marketing
This is not about working more. This is about working smarter.
The Most Honest Test
Answer these three questions:
- How much net profit does the business make per month?
- How much do you earn as an owner — not “what’s left”?
- What happens to the business if you leave for one month?
If the answers are vague — it’s not a failure. It’s a growth point.
A Final Thought
Profit is not about greed. It’s about:
- calm
- stability
- growth
- respect for yourself as an owner
A beautiful business without numbers is a hobby. And you deserve a business that works for you, not the other way around.
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