guide to branding your beauty business

The Ultimate Guide to Branding Your Beauty Business

In a world where beauty businesses are opening faster than ever, standing out isn’t just about your work — it’s about your brand. From your Instagram feed to your client experience, your brand sets the tone for how clients see you, trust you, and remember you. This blog is truly “The Ultimate Guide to Branding Your Beauty Business” Branding is the foundation of your marketing, and one of the most powerful ways to make your brand feel instantly recognizable is by aligning with a brand archetype.

Brand identity business archetypes

What Are Brand Archetypes?

Brand archetypes are personality frameworks used by marketers to help brands feel human and relatable. Think of them like characters in a story: every brand has a tone, a style, and a purpose. When you identify your archetype, everything from your voice to your visuals becomes more cohesive and clear.

And clarity = connection.

The Ultimate Guide to Branding your beauty business – The 12 Brand Archetypes

Here’s a breakdown of each archetype and how it can fit within the beauty industry:

1. The Ruler

Values luxury, excellence, and leadership
Speaks with confidence and elegance
Ideal for: High-end lash studios, med spas, salon suite owners
Example: Siroki Lash Studio embodies this with elevated services, a premium brand voice, and luxury visuals

2. The Sage

Prioritizes wisdom, truth, and deep understanding
Speaks calmly, with clarity and educational value
Ideal for: Educators, beauty business coaches, skincare specialists
Example: Siroki Lash Studio also uses the Sage archetype when offering strategy and consulting

3. The Creator

Focuses on innovation and originality
Speaks in a visionary, artistic tone
Ideal for: Makeup artists, content creators, rebrand specialists

4. The Innocent

Brings simplicity, purity, and trust
Speaks in light, optimistic, feel-good ways
Ideal for: Clean beauty brands, natural skincare providers

5. The Explorer

Seeks freedom, individuality, and adventure
Speaks boldly and with a free-spirited energy
Ideal for: Mobile stylists, destination makeup artists

6. The Outlaw

Breaks rules and builds bold movements
Speaks with edge and intensity
Ideal for: Tattoo artists, alternative beauty brands

7. The Magician

Creates transformation and amazement
Speaks with inspiration and imagination
Ideal for: Skin and beauty services focused on deep transformation

8. The Hero

Driven by mastery, strength, and ambition
Speaks in a confident and motivating voice
Ideal for: Weight loss brands, transformational stylists

9. The Lover

Leads with passion, beauty, and emotional connection
Speaks warmly and sensually
Ideal for: Lash techs, boudoir stylists, facial spas

10. The Caregiver

Focuses on nurturing and healing
Speaks gently, with compassion
Ideal for: Holistic wellness, massage, skin healing

11. The Jester

Brings fun, humor, and joy
Speaks with playfulness and energy
Ideal for: Bold nail artists, beauty influencers

12. The Everyman

Seeks belonging and connection
Speaks in a down-to-earth, friendly tone
Ideal for: Affordable salon brands, approachable solo artists

A Real Brand Example of Archetypes: Siroki Lash Studio

At Siroki Lash Studio, our brand blends both the Ruler and Sage archetypes. We offer a polished, luxury service experience that reflects confidence and excellence — but we also share deep knowledge and strategy tips that attract other beauty professionals and aspiring suite owners. This branding leads much more towards the Ruler archetype. The Siroki Lash Studio client loves luxury and confidence.

Our Instagram speaks directly to ambitious service providers who want structure, leadership, and results — while also learning how to build successful, systemized brands themselves. An example of the personality of the Sage Archetypes.

We used this exact branding approach to create content that reaches thousands each month and attracts ideal clients with ease.

Want to see a real example of what we mean in a beauty business that has been able to make multiple 6 figures?

Check out our lash + brow summer bundle blog here → click here!

Build Your Beauty Brand Strategy in 3 Steps

If you’re ready to clarify your brand and start attracting clients who align with your values:

Discover your archetype using the breakdown above
Audit your Instagram, website, and service menu to align with that personality
Download our Free Social Media Strategy Guide to tie your brand directly into your marketing
Book a call to elevate your business!