How to tell clients about a price increase (and why you shouldn’t feel weird about it)

If faced with a decision between announcing a price increase or being thrown into the North Sea, I know a lot of nail techs who'd be opting to go for a swim. Raising prices is one of the most uncomfortable things beauty professionals face because our industry is deeply personal. We build close relationships with our clients, and money feels like a taboo subject in these intimate settings. But here’s the reality—would you hand over part of your wages to every client each week? (That's rhetorical - please say no). So why emotionally discount your services or avoid price increases out of guilt?

Why we struggle with price increases

Unlike big supermarkets, where price increases happen without announcement, we feel the need to justify every change. This is because of the 1:1 nature of our work—we see our clients regularly, chat with them about life, and build a bond. But your business is still a business. Other people’s financial situations are not your concern—your income is.

How to announce a price increase confidently

You don’t need to overexplain, apologise, or feel guilty. Instead, take a three-pronged approach to ensure all clients are informed:

1. Send a blanket email or text

   Keep it simple and professional: "Thank you for your support so far! My prices will be increasing from (date). I appreciate your continued loyalty." No apologies. No lengthy explanations. Just a clear and direct update.

2. Mention it in appointments

   A quick mention ensures clients aren’t caught off guard. A simple, "Just a heads-up, my prices will be increasing from (date)," is enough. If they ask why, keep your response brief: "Like any business, I need to adjust my prices to keep up with costs and ensure I can continue providing the best service."

3. Announce it on social media

   Before the increase: "Just a reminder that my prices will be increasing from (date). Thank you for your continued support!"

   After the increase: "New pricing is now in place. You can find my updated price list and book your next appointment here [insert link]."

   
   

The bottom line

You’re running a business, not a charity. Price increases are a normal part of business growth, and you don’t owe anyone an explanation. Instead of worrying about how clients might react, put your energy into ensuring your business remains profitable and sustainable.

How do you handle price increases? Let us know in the comments. Remember, the Nail Your Career community is here to support you!