The undercharging problem
Most nail techs set their prices by looking at what other nail techs in their area charge and pricing slightly below to be competitive. This approach leads to systematic undercharging because everyone is pricing based on everyone else — and collectively, the market undervalues the skill and time involved.
The correct approach is to start with what you need to earn, then check whether the market supports it. Not the other way around.
Step 1: Calculate your costs
List every monthly business cost. Common ones for nail techs:
| Cost category | Examples |
|---|---|
| Products and supplies | Gel, base/top coat, primer, brushes, files, foils, art products |
| Disposables | Gloves, forms, wipes, lint-free pads |
| Equipment | Lamp, drill, table, chair — amortised monthly |
| Training and CPD | Courses, workshops, certifications — spread over months |
| Insurance | Public liability, treatment liability |
| Marketing | Ring light, photography props, social media tools |
| Admin | Booking software, accounting software |
| Rent | If you rent a chair or room (home studio = lower cost) |
Step 2: Set your target income
What do you need to take home per month? Include:
- Personal living costs (rent/mortgage, food, bills, transport)
- Savings and emergency fund contributions
- Tax set-aside (roughly 20–25% of profit as a guide)
- Pension contributions
- Buffer for quiet months
This is your target income before tax but after business costs. Be honest — don't set it artificially low to justify existing prices.
Step 3: Calculate your minimum hourly rate
Available working hours = hours per week in the chair × 4. Don't include set-up/clean-down in your "in chair" hours — but do factor in that those hours are unpaid when calculating how many billable hours you actually have.
Example: costs £400/month + target income £2,500 = £2,900 needed. 80 billable hours/month. Minimum hourly rate = £36.25. A 90-minute gel set must be priced at at least £54 to be profitable.
Step 4: Price each service
- 1
Calculate minimum price per service
Multiply the service duration (including set-up/clean-down) by your minimum hourly rate. This is your floor — the minimum you can charge without losing money. - 2
Add product cost
Estimate the product cost for that service. For a gel full set: gel, base coat, top coat, forms/tips, primer, files (disposable). This gets added to the hourly rate calculation. - 3
Check against market
Compare your calculated price to what other nail techs in your area charge. If your price is competitive, great. If it's significantly above market, either your costs are high, your target income is above local market rates, or you need to position as premium. - 4
Set your final price
At or above your minimum, ideally with some profit margin built in. Round to clean numbers (£45 not £44.50). Your prices should feel confident, not apologetic.
Step 5: Review regularly
Prices should be reviewed at least once a year. Costs go up (products, insurance, training). Your skill increases. Demand changes. If your costs have risen but your prices haven't, your effective hourly rate is falling.
Signals that it's time for a price review:
- You haven't raised prices in 12+ months
- Your product/supply costs have gone up
- You're consistently fully booked
- You completed significant training that improved your skill level
Full guide: When should a nail tech raise prices? | Pricing calculator: free nail tech pricing calculator.
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Start free →Frequently asked questions
How do I calculate my hourly rate as a nail tech?
Take your monthly target income (what you need to take home after costs), add your monthly business costs, and divide by the number of hours per month you're in the chair. That gives you your minimum hourly rate. Don't forget to include set-up and clean-down time per client in your calculation — these are working hours too.
Should I include VAT in my nail prices?
UK nail techs only need to register for VAT when their turnover exceeds the VAT threshold (currently £90,000). Most solo nail techs will be well below this. Until you hit the threshold, you don't need to charge VAT. Once you approach it, speak to an accountant.
How much should I charge for nail art?
Nail art takes more time and skill than a plain colour finish. Common approaches: flat per-nail rate (£2–8 per nail depending on complexity), a flat add-on charge (£10–25 for a full design), or a custom quote for very complex designs. Be consistent and state your nail art pricing upfront.
