How finding your niche can set you apart in a saturated industry
Looking to stand out in a saturated industry and attract customers to your business? Find out why you need to choose a niche.
In the world of aesthetics, where trends shift fast and competition is fierce, it can feel overwhelming to know where you fit in. But the truth is, you don’t need to appeal to everyone to be successful. In fact, trying to do so often dilutes your impact. What I’ve learned from building Alaia Aesthetics is that owning your niche is one of the most powerful things you can do.
My journey into aesthetics didn’t start with a marketing plan, it started with purpose. As a nurse practitioner, I was trained to care holistically for patients, not just superficially. When I opened Alaia Aesthetics, I knew I wanted to combine my clinical expertise with a more tailored, supportive approach to healing: one that goes beyond injectables or facials and truly prioritises wellbeing.
Look for the gaps, then fill them with purpose
The aesthetics industry is booming, but with growth comes noise. I saw that while there were many clinics offering treatments, few were paying attention to recovery. So I focused on post-operative care and lymphatic drainage, two areas that were underserved but deeply needed. That decision wasn’t just about business; it was about delivering real value and care to people in recovery.
Finding your niche means paying close attention to what’s missing and considering how your unique skills or perspective can be part of the solution. Sometimes, it means going against the grain. And sometimes, it means doing the less ‘glamorous’ work. But in that space is where the magic often happens.
Let your expertise guide your direction
A niche isn’t something you pick at random, it’s something rooted in your natural strengths. I didn’t try to force a trend or follow what other clinics were doing. I built Alaia Aesthetics around what I know best: patient care, clinical precision, and a deep understanding of the body’s recovery process.
That authenticity comes through in our work. Clients don’t just come to us for visible results, they come because they feel safe, heard, and guided throughout their journey. When your business grows from your core expertise, you build a brand that feels real. And real brands last.
Embrace the learning curve
When you carve out a new space for yourself in a traditional or oversaturated industry, expect resistance. At first, not everyone will understand what you’re doing or why you’re doing it differently. But don’t let that deter you.
Instead, let it sharpen your voice and refine your message. Educating clients, building trust, and creating demand all take time. I spent months trialling techniques, developing protocols, and speaking to patients to better understand their needs. That kind of groundwork isn’t always seen, but it’s what sets you apart long-term.
Position your niche as a movement, not just a service
If you want your business to be known for something, you need to talk about it. Share the why behind what you do. Bring your audience into the journey. I speak often about lymphatic drainage and weight loss support – not to sell, but to inform and connect.
This transparency helps potential clients feel part of something bigger. And when people feel part of something, they don’t just become customers, they become advocates.
Stay connected to your values
At its core, a niche is not just a differentiator, it’s a commitment. It’s a promise to serve a specific group of people in a specific way, and to keep showing up for them even when the spotlight is elsewhere. For me, it’s always been about patient-first care. That mission drives every decision I make, from the treatments we offer to the way we train our team.
When your niche is rooted in service, it’s not limiting, it’s liberating. It gives you clarity, consistency, and confidence. And it gives your clients a reason to choose you.
You need to be exceptional to the right people
No matter what industry you’re in, the principles are the same: be intentional, trust your instincts, and stay true to your why. You don’t need to be everything to everyone. You just need to be exceptional to the right people.
So if you’re starting a business or trying to take yours to the next level, ask yourself: what makes me different? What do I bring to the table that no one else does quite like me? The answer might just be your niche. And your niche might just be your superpower.
Felicia Alaia is a nurse practitioner and founder of Alaia Aesthetics, known for its patient-first approach and expertise in post-operative recovery, lymphatic drainage, and weight loss support. She advocates for personalised, evidence-led beauty and wellness care.
