Diversify your salon offering by introducing express facials

Adding express facial options to your treatment menu is a great way to diversify your offering, expand your client base and boost revenue.

While more clients than ever are investing in skincare and regular facials, adding express or mini facials to your offering can help boost your business in a variety of ways. As they are shorter in duration, you can accommodate more appointments per day. And offering a diverse range of facial services encourages clients to explore different treatments, opening up opportunities for upselling.

So what exactly is an express facial? As the name suggests, it is a more time-efficient version of a traditional facial treatment. It generally cleanses, exfoliates and hydrates the skin to improve texture, unclog pores and help maintain a balanced complexion between more in-depth facial treatments. While many salons offer express facials that are miniature versions of their most popular facials, it is still important to personalise it and tailor it to your client’s needs.

Rachel Hogan owns Alken Beauty Lodge in Emo, Co Laois, where she offers clients a 25-minute express facial. “I do a consultation with the client first,” she explains. “Consultation is key to any great treatment as it builds trust. It also lets you know what exactly the client is looking for, and what their concerns are.

“My express facial consists of a double cleanse, along with an exfoliation or massage. It also includes a mask, which is tailored to the client’s skin type, and an SPF moisturiser. If they have any skin concerns, I suggest a 60-minute facial going forward, and recommend that they rebook an appointment for about four to six weeks’ time.”

Haku is a Japanese beauty salon in Ranelagh in Dublin that offers a range of facial treatments, including its mini facial, which is a shorter version of its Haku Signature Facial. “This 25-minute treatment consists of a deep cleanse to remove dirt, oil, make-up and impurities,” explains Haku owner Sayaka O’Connor. “That is followed by our signature kobido facial massage to lift and sculpt the face. We then finish the mini facial with customised skincare, which is selected by our therapists to suit the client’s needs.”

When it comes to the essential ingredients for express facials, Hogan recommends a salicylic acid as a good cleansing ingredient, ceramides and hyaluronic acid for hydration, and alpha-hydroxy acids for exfoliation. “An SPF moisturiser is also a good addition as the client may be on their lunch break and rushing back to work.” 

“These facials may be shorter than regular facials, but they should never be short on results,” says Alexis O’Sullivan, owner of AuraLuxe Beauty Academy in Midleton, Co Cork, which offers clients a 30-minute mini facial. “As well as a double cleanse, exfoliation, treatment mask and a finishing routine with high-performance serums, moisturiser and SPF, we always weave in elements of touch and relaxation. Even a 30-minute treatment can leave someone feeling renewed when it’s done with intention.” 

Popular appeal

With many clients leading busy lives, express facials are particularly appealing to those who are unable to commit to a longer appointment. “Our mini facial is popular with on-the-go clients, such as full-time workers or busy mums,”says O’Connor. “It only takes 25 minutes, so it’s perfect for when they feel that their skin needs a quick pick-me-up.” 

“Between inflation and cost of living increases, clients are now investing in results-driven treatments more than ever,” says Hogan. “My express facial focuses primarily on exfoliation and hydration. It’s the ultimate glow-up, which is what every client wants, especially if they have an event or wedding to attend.”

“Mini facials have become one of our most requested services – they appeal to clients who value time, results and experience.” says O’Sullivan. “Whether it’s a busy parent, a working professional on a tight schedule, or someone just beginning their skincare journey, these facials offer a luxurious reset that’s efficient, yet effective. It’s skincare that’s not overwhelming, and that’s powerful.”

 Because they are shorter and less expensive than regular facials, mini facials are also popular as an add-on treatment, or indeed a taster treatment.

“They can be a great add-on option for clients who come in to the salon for a massage or a reflexology treatment, and decide to get one while they are there,” says O’Connor. “Mini facials are also a great way to educate clients on the importance of having a good homecare routine, and to introduce them to some homecare products.

“Our mini facial and other express treatments are the perfect introduction to the many comprehensive treatments we offer. Finding a new spa or salon can be daunting, so an express treatment allows clients to test the water with us.”

“They are fantastic as a taster option for your main facial menu,” says Hogan. “If you have a client who comes in for another service, and you notice their skin would benefit from a treatment, you can suggest they try an express facial. This way, you are upselling, while showing your client what you can offer them. An express facial is also a great starting point for clients who have never had a facial before, or who perhaps had a bad experience having one in the past. I also recommend them to teenagers who are having their first facials.”

Timing is everything

With kids going back to school in September, and clients being more time pressed, that season is a great time to incorporate express facials into your salon offering, advises Hogan. “September to December is an excellent period as well to introduce facial packages. For instance, you could offer clients a deal where they buy a number of facials and get one free. You could also offer vouchers for December, with these packages to cover those quieter periods in January and February.”

“September is the perfect time to offer mini facials,” agrees O’Sullivan. “As routines return after summer, and clients shift their focus back to themselves, they’re seeking ways to feel refreshed and radiant. A mini facial fits beautifully into this seasonal rhythm. At AuraLuxe, we see September as a time of reconnection – and facials like these help clients reclaim a sense of balance, both in their skin and their schedule.” 

Whether they are express, regular or signature, Hogan believes that facials can be the driving force behind your salon. “As someone with over 20 years’ experience in the beauty and spa industry, I have learned that facials are not a luxury item on your treatment menu – they are your bread and butter. They are also an excellent way to get to know your client and their needs, so you can recommend your other services, which is paramount for the growth and continued success of your business.” 

This article was published in the September/October 2025 issue of PB/HJ Ireland.