How to Confidently Charge Premium Prices (and Stop Undervaluing Your Work)
If there’s one thing I wish every spray tan artist could internalize, it’s this:
Your price is a reflection of your confidence — not your worth.
And yet, undervaluing ourselves is practically a rite of passage in this industry. We start out charging less “to build clientele,” we discount because we’re afraid to lose bookings, and we quietly cringe when someone asks, “How much do you charge?”
It’s time to change that narrative.
The truth is, charging premium prices isn’t just about making more money — it’s about stepping into the level of professionalism your clients already assume you have. It’s about building trust, creating sustainability, and showing that you take your craft seriously.
If you’ve ever hesitated to raise your prices or felt uncomfortable asking to be paid what you deserve, this post is for you.
Let’s talk about what “premium” actually means, how to earn it with integrity, and how to confidently charge it — no apologies, no discounts, and no imposter syndrome.
1. Understand What “Premium” Actually Means
Charging premium prices doesn’t mean overcharging — it means aligning your price with the value and experience you provide.
Premium artists aren’t just selling tans. They’re selling confidence, convenience, consistency, and trust. They’ve mastered their technique, understand color theory, communicate professionally, and deliver results that are reliable every single time.
You’re not just giving someone a bronzed glow. You’re creating a transformation — physical and emotional. When your clients walk out of your studio, they don’t just look better — they feel better. That feeling is priceless, and your pricing should reflect that.
Premium pricing is about positioning yourself as the trusted expert rather than the cheapest option. Because when you’re confident in your craft, you attract clients who are confident in paying for it.
2. Stop Competing on Price — Start Competing on Experience
The quickest way to destroy your confidence is to compare your pricing to everyone else’s.
Your local market might have artists charging $30 — but that doesn’t mean you should. Competing on price is a race to the bottom. You can’t build a brand, maintain your products, or elevate your experience if you’re constantly trying to undercut the next person.
Instead, compete on experience.
Ask yourself:
Do my clients feel seen and supported from start to finish?
Do I take time to educate them on prep and aftercare?
Is my environment clean, professional, and elevated?
Do I deliver consistent results every single time?
If the answer is yes — you’re not “just another spray tan.” You’re a service experience, and that’s what people pay for.
3. Know Your Numbers (So You Stop Guessing)
Confidence in your pricing comes from data — not feelings.
If you’ve ever hesitated to raise your prices because you’re afraid of losing clients, it’s usually because you don’t actually know what you need to make.
Let’s do some simple math:
Say your solution cost per client is $3.50, plus disposables,and electricity — maybe $2 more total. That’s $5.50 in product cost per tan. If you’re charging $40, you’re not “making $40.” You’re making closer to $25 after supplies, taxes, and time.
Now factor in your training, your time spent marketing, your cleaning and setup time, and your years of experience.
Charging premium prices isn’t greed — it’s sustainability.
When you understand your numbers, you realize that raising your price isn’t a “bonus.” It’s a necessity.
4. Build a Premium Client Experience
You can’t charge premium prices if your client experience feels basic.
Luckily, elevating your experience doesn’t have to mean spending thousands on new decor or fancy packaging. It’s about intentionality.
Here’s what premium clients notice most:
a. Communication
From the moment they inquire, your response sets the tone. Premium artists communicate clearly, professionally, and kindly. Automated responses, branded templates, and clear policies all show that your business is organized and trustworthy.
b. Environment
Your space should feel clean, calming, and intentional — not cluttered. Even a small home studio can feel luxury with good lighting, scent, and small touches like towels or mints.
c. Education
Premium service providers teach, not tell. Take two minutes to educate your clients about rinse times, bronzers, and aftercare. It builds trust and positions you as an expert.
d. Consistency
Clients paying higher prices expect consistency — in your availability, your quality, and your tone. Be reliable, keep detailed client notes, and deliver the same level of care every time.
When your clients feel the difference, they don’t question the price — they expect it.
5. Back Your Pricing With Real Expertise
Confidence comes from knowing you’re worth it — and proving it through skill.
Education is the foundation of confidence. When you truly understand color theory, DHA behavior, skin types, and application technique, you stop wondering if your tan will turn out right. You know it will.
That’s exactly why education is one of the four pillars of Glazed Sunless. We believe that an educated artist is an empowered artist — and empowered artists don’t undercharge.
If you want to charge premium rates, your clients need to see that you’re not guessing. You’re educated, intentional, and using products designed for professional-level results.
Take additional trainings, test your techniques, and learn to explain your process. The more confidently you can articulate your value, the more comfortable you’ll feel charging for it.
6. The Power of Perception: Why Branding and Presentation Matter
You could be the best spray tan artist in your city — but if your presentation doesn’t look like it, your prices won’t reflect it.
Humans are visual. Clients associate your pricing with the way your brand looks, sounds, and feels.
Ask yourself:
Do my photos match the quality of my tans?
Do my social captions sound confident and educational?
Does my logo, website, and communication reflect professionalism?
Perception shapes expectation.
When you brand yourself as a high-end artist, people naturally expect to pay more — and they’ll do so without hesitation because they trust what they see.
That’s the difference between a $40 tan and a $70 tan that’s booked out weeks in advance.
7. The Confidence Mindset Shift
You’ll never feel confident charging premium prices until you stop equating your price with your worth.
Confidence doesn’t come from external validation — it comes from preparation, education, and consistency.
When you’ve put in the time, invested in training, and built a solid client experience, your pricing is no longer a question — it’s a reflection.
Say it with me:
“My price isn’t up for debate — it’s the result of years of learning, testing, and perfecting what I do.”
Confidence is magnetic. When you believe in the value of your service, your clients will too.
8. The Ripple Effect of Charging What You’re Worth
When you charge premium prices confidently, it doesn’t just change your bank account — it changes your business, your mindset, and your clients’ experience.
You start attracting people who value you.
You start creating space to improve your artistry.
You start running your business from intention, not fear.
And that ripple effect spreads. Other artists notice. The industry shifts. The standard rises.
When artists stop undervaluing themselves, the entire sunless community grows stronger.
Final Thoughts — Premium Is a Mindset
Charging premium prices isn’t something you do once you “arrive.” It’s a mindset you step into today.
It’s understanding that your knowledge, your product, and your care have value — real, measurable value.
You don’t need to wait until you’re “good enough.” You already are. You just need to own it.
The artists who rise aren’t always the ones with the most experience — they’re the ones who refuse to keep playing small.
So go ahead: raise your prices.
Not because you want to be expensive — but because you deserve to be sustainable, respected, and confident in what you’ve built.
And remember — premium doesn’t mean perfect. It means purposeful.