How to Build a Regional Beauty Powerhouse Without Selling Your Soul!

By Carly Knowles

When I first opened my beauty clinic in a regional town, people smiled politely and said things like, “Oh, that’s nice. A little salon.” I’d just come back from the Gold Coast, armed with industry experience, city level standards, and a vision bigger than the main street. I had already been in business for 7 years with my clinic in Mermaid Beach, Gold Coast and had the desire to want to move my family back to my grass roots of regional Victoria and to expand my business to multiple locations.

Fast forward to today, Bella Pelle Body Clinic isn’t just a business, it’s part of the town’s heartbeat. We’re known for results driven dermal therapies, top tier customer service, and a vibe that feels like both a warm hug and a pep talk. But building a beauty biz in a regional area without becoming “just another little salon” wasn’t easy. It takes grit, guts, and a whole lot of giving a damn.

Here’s what I’ve learned about building a thriving beauty business outside the big smoke, without ever selling your soul (or your prices short).

Lead with Values, Not Offers

In small towns, people can spot a gimmick from 3 streets away. Sure, discounts might get feet in the door, but values keep people coming back. We built our brand around integrity, education, inclusivity, and personalised care, and we live those values in every treatment, conversation, and social media post. Our clients aren’t just customers, they’re neighbours, friends, and sometimes even our biggest cheerleaders.

Don’t Apologise for Having High Standards

Yes, we’re in regional Victoria. No, we won’t cut corners. Clients respect high standards when you communicate why they matter. We educate at every touchpoint, from the consult to the checkout, because empowered clients are loyal ones. Our treatments aren’t just trendy, they’re evidence based, safe, and tailored. That’s why people drive from other towns & even the big smoke to see us!

Build a Team That Feels Like Family (But Better)

The right team doesn’t just change your business…it changes your life.

It’s taken me years to find the team we have now in our beautiful regional clinic, and believe me, the road has been bumpy. We’ve had our fair share of the wrong fits, but today? I’m surrounded by emotionally intelligent, resilient, hard-working women who genuinely care, about the business, about the clients, and most importantly, about each other. They’re respectful, driven, and deeply invested.

These days, we don’t just hire for skills, we hire for fit! We hire for values, for kindness, for heart. And when your team is aligned like that, your entire brand shifts, the energy is different, the culture is magnetic, and clients feel it the second they walk in the door. This is what building a regional beauty powerhouse without selling your soul really looks like. Good humans only vibes!

Bring the City to the Country, But Make It Yours

I’ve always believed that regional communities deserve the same access to high performance treatments, advanced education, and industry innovation as city clinics, no exceptions.

But we don’t just copy and paste what’s trending in the metro market. We adapt it. We shape it. We make it ours. Because our clients want more than just results, they want real connection, consistency, and a space that truly gets them. That’s the heart of what we do. And when it comes to industry partnerships? Let’s just say we’ve learned to stop tolerating BS.

For too long, regional clinics like ours have been overlooked by product companies who think “regional” means less worthy. We’re not just participating, we’re driving results, we’re spending big, and we’re proudly flying the flag for the brands we believe in. So, if you want us repping your brand with passion, professionalism and integrity, then show up for us regionals with the same level of support and attention you give the city clinics. Trust me, we will be worth it!

Community is the Ultimate Marketing Strategy

Forget fancy marketing strategies, nothing beats genuine community involvement. We sponsor local events, partner with neighbouring businesses, and show up when it matters. Being visible and valuable in your town is worth more than any influencer campaign. It builds trust, reputation, and a client base that sticks with you through thick and thin.

Be Real. Be Brave. Be Bloody Good.

Running a premium clinic in a regional area takes courage. But if you can lead with heart, stay curious, and back yourself and your team fully, you’ll create something people want to be a part of. Not just a business, but a brand that stands for something. And the best part? You get to do it all surrounded by people who know your name, your story, and (sometimes unfortunately) your coffee order.

Building a powerhouse clinic in a regional town isn’t about shortcuts or shiny trends. It’s about doing the work, staying true to your values, and backing yourself even when it feels hard. It’s taken time, resilience, and a few battle scars, but I’ve learned that you can create something world class outside the city, without selling your soul. The secret? A team that cares, a culture that connects, and the courage to do things your own way. Regional doesn’t mean behind, it means grounded, loyal, and full of opportunity if you’re willing to dig in and lead with purpose.

I’m genuinely excited about the future of regional beauty businesses, we’re no longer trying to prove ourselves to the industry gatekeepers or chase validation from anyone who thinks we’re beneath them. Because at the end of the day, we are the lucky ones, the money we make, the client relationships we build, and the freedom that comes with running a high revenue business in a low overhead location. Regional isn’t second best; it’s the best kept secret.

@bellapelle