The New Client: What Are Canadian Consumers Expecting?
The Canadian esthetics client is changing.
Today's client may arrive at their appointment having already researched the ingredient, watched a treatment demonstration online and read reviews from three different professionals. They have more information at their fingertips than ever before, and increasingly, they expect their esthetician to offer more than a treatment.
The informed client
Social media, online reviews and beauty content have made skincare information readily accessible. But more information doesn't always mean better information.
Clients may have questions about trending ingredients, new technologies or treatments they've seen online. This creates an opportunity for estheticians to become trusted educators, helping clients understand what is appropriate for their individual skin rather than simply following the latest trend.
The personalized client
The one-size-fits-all approach is giving way to more individualized skincare. Canadian consumers are looking for products and routines that respond to their specific needs, and current Canadian market research points toward growing expectations for customization and efficacy.
For the professional, that makes the consultation increasingly important. Understanding the client's skin, lifestyle, goals, current routine and expectations is just as important as the treatment itself.
The value-conscious client
Today's client is also thinking carefully about where they spend their money. That doesn't necessarily mean choosing the least expensive option. It means understanding the value of what they're purchasing.
Expertise, personalized recommendations, quality products, professional standards and a thoughtful client experience all contribute to perceived value.
The proof-seeking client
Consumers are also becoming more discerning about product and treatment claims. Mintel's 2026 Canadian skincare research found that 76% of consumers expect rigorous scientific proof for product claims, highlighting the growing importance of transparency and credible information.
For esthetics professionals, this reinforces the importance of understanding the products, ingredients and technologies we recommend—and being able to explain the why behind our recommendations.
CESA Perspective
The modern client isn't necessarily looking for more treatments. They're looking for more confidence in the professional they're trusting with their skin.
As client expectations evolve, the role of the esthetics professional evolves with them. Strong education, thoughtful consultation, ongoing professional development and the ability to make informed treatment decisions are becoming increasingly important.
At CESA, we believe professional excellence doesn't end with graduation or certification. It continues throughout your career.
Think About It
What are you noticing in your treatment room?
Are your clients asking more questions? Are they arriving with information they've found online? Are they looking for more personalized treatment plans?
We'd love to hear what you're seeing across the Canadian esthetics community.
CESA Industry Brief
Keeping Canadian esthetics professionals informed, connected and engaged.