Beyond the Needle: The Aesthetics Business Podcast
Sep 10, 2026 · 1 hr 11 min · 15 segments
In this episode, Emily sits down with Cigdem Kemal Yilmaz, chemical engineer, skincare formulator and founder of Skin Masterclass, to unpack one of the biggest untapped revenue streams in aesthetics…
Cigdem Kemal YilmazGuest
Emily RuseHost
So when someone books in with you, right, you have obviously made, and this is like a bit of a, like a business coaching, but obviously you've made an impression with someone for them to choose you, right? So that number one is that first impression, right? You've made the, uh, impression to be trusted.
That's the reason why I never believe in discounts because you don't want to pull that p- person into your clinic because of a discount that you're offering because that's one type of clientele you want.
You want rich clients, not poor clients, right? So then when you get your right client avatar coming and finding you, right? So that's number one, personal identity, personal branding, how you represent yourself on social media.
You know, we got, got connected through social media, then we met in person, but we're staying connected in, on social media, right? So social media has an very, very powerful impact.
So personal branding, speaking comfortably to the camera, being educational and nurturing your people on screen.
Then, and then when they come to you, do not disappoint that person that comes to you because what often happens, and I've experienced this so many times, you see a brand, you see a product, you see a person, you buy into that, you go into their service, and it's a complete different offering.
Where's the promise? Where's the education? I feel like I'm a, just a number.
I'm a batch number, right [laughs]? So you have to make sure that your image, your personal image, your, your great credibility that people see online is reflected from the minute that they walk into the door, right? So that's now what we call the nurture.
And now, now everyone like, y- we have to think sale does not happen in the last minute.
I thought always like the sale, someone makes their decision last minute.
No, the sale actually makes it, you know, the sale, people decide to buy from you from the minute they meet you, not the last minute.
How you conduct your consultation, what do you say, how do you say it, how do you nurture them, how do you educate, how much do you know? How much are you trying to sell? How much are you trying to educate? How much are you trying to consult? How much are, are you being a coach or are you being a salesperson? So that whole, it's incredible because I find it very fascinating.
It's psychology, right? That whole psychology of someone being connected to you and making them feel, "I actually like this person." People buy from people they like.
Next person," right? So people want to be in business with people they like, and people buy from people they like, right? So then they like you, they trust you, they value you.
Now they know that you are not only trained in treatments, you are also trained in skincare.
So when someone books in with you, right, you have obviously made, and this is like a bit of a, like a business coaching, but obviously you've made an impression with someone for them to choose you, right? So that number one is that first impression, right? You've made the, uh, impression to be trusted.
That's the reason why I never believe in discounts because you don't want to pull that p- person into your clinic because of a discount that you're offering because that's one type of clientele you want.
You want rich clients, not poor clients, right? So then when you get your right client avatar coming and finding you, right? So that's number one, personal identity, personal branding, how you represent yourself on social media.
You know, we got, got connected through social media, then we met in person, but we're staying connected in, on social media, right? So social media has an very, very powerful impact.
So personal branding, speaking comfortably to the camera, being educational and nurturing your people on screen.
Then, and then when they come to you, do not disappoint that person that comes to you because what often happens, and I've experienced this so many times, you see a brand, you see a product, you see a person, you buy into that, you go into their service, and it's a complete different offering.
Where's the promise? Where's the education? I feel like I'm a, just a number.
I'm a batch number, right [laughs]? So you have to make sure that your image, your personal image, your, your great credibility that people see online is reflected from the minute that they walk into the door, right? So that's now what we call the nurture.
And now, now everyone like, y- we have to think sale does not happen in the last minute.
I thought always like the sale, someone makes their decision last minute.
No, the sale actually makes it, you know, the sale, people decide to buy from you from the minute they meet you, not the last minute.
How you conduct your consultation, what do you say, how do you say it, how do you nurture them, how do you educate, how much do you know? How much are you trying to sell? How much are you trying to educate? How much are you trying to consult? How much are, are you being a coach or are you being a salesperson? So that whole, it's incredible because I find it very fascinating.
It's psychology, right? That whole psychology of someone being connected to you and making them feel, "I actually like this person." People buy from people they like.
Next person," right? So people want to be in business with people they like, and people buy from people they like, right? So then they like you, they trust you, they value you.
Now they know that you are not only trained in treatments, you are also trained in skincare.
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