Success is in the details... and sometimes, those details are hiding in plain sight! Ever noticed how some of the most profitable services at top spas and salons aren't even advertised? That's right—while you're busy promoting your ItalWax treatments or gel manicures, your clients might be whispering about your "secret menu." Today, we're spilling the tea on the unadvertised services that became unexpected bestsellers—and how you can leverage them to boost your bottom line.
Picture this: A client walks in for a basic bikini wax, and your esthetician casually mentions a post-wax soothing serum that's "only for regulars." Suddenly, she's not just getting waxed—she's part of an exclusive club. That's the magic of the unadvertised menu! These under-the-radar services create buzz, foster loyalty, and often carry higher profit margins than your standard offerings.
The Stealth Stars of Your Service Menu
Let's start with the real MVP of hidden services: cupping therapy. Originally booked as an add-on to massages, savvy therapists found clients were willing to pay premium rates for standalone sessions once they experienced the benefits. Pro tip: Pair it with your aromatherapy oils for an irresistible package.
Then there's the brow lamination that went from "What's that?" to "How soon can I get in?" in six months flat. When stylists started offering it as a VIP service to select clients, the before-and-after photos did all the marketing. Now it's booking out weeks in advance!
Waxing Poetic About Hidden Hits
In the waxing room, the real money-maker isn't on your price list. It's the pre-wax desensitizing gel and specialty warm wax combo that turns first-timers into lifelong devotees. Clients who discover these "insider tricks" will happily pay extra—and tip bigger—for what feels like privileged access.
One salon reported their sugaring treatments became 30% of revenue after they positioned it as an "alternative for sensitive skin" rather than just another hair removal option. The lesson? How you frame your hidden gems matters as much as the service itself.
Nail the Art of the Upsell
The manicure station holds golden opportunities. That luxury cuticle oil you only use on clients who ask? Make it part of a "signature service" with a fancy name. One nail tech increased her average ticket by $25 just by offering a "Russian manicure refinement" (read: extra detailed cuticle work) to clients who seemed detail-oriented.
And let's talk about paraffin treatments. When positioned as a "winter hand rescue" rather than an add-on, bookings skyrocketed. Seasonal positioning turns ordinary services into must-haves.
The Massage Whisperer's Secrets
Massage therapists know the real magic happens between the lines. That special bolster technique for pregnant clients? Market it as a "maternity magic hour" and watch expectant moms book recurring appointments. The hot stone upgrade you only mention if someone complains of tension? Rename it "deep tissue detox" and charge accordingly.
One spa's "jet lag recovery package" (essentially a lymphatic drainage massage with extra peppermint oil) became their most requested service from business travelers—even though it wasn't on the menu!
How to Build Your Own Secret Menu
Ready to create buzzworthy hidden services? Start by auditing what you already do that clients rave about. That dermaplaning facial add-on could be a standalone superstar. Your lash lift technique might deserve its own spotlight.
Train your team to mention these services casually but compellingly: "Many of our regulars add this when they book..." Create scarcity: "We only do five of these per week because..." And always, always track what's working with your booking software.
Remember—your next bestseller might already be in your treatment room. It's just waiting for the right moment (and the right client) to shine. Now go forth and let those secret services out of the bag—just not all at once!
