If you want loyal clients and a sustainable business don't compete on price!
if you're focused on offering 'cheaper' prices than your local competition or you offer 'too many' specials in order to get clients - you won't get loyal clients - you will get bargain hunters who don't care where they get there lashes done as long as it's the cheapest! your business will be a commodity.
create a brand with a story. know who your ideal client is. tell them why you do what you do... and you'll create an emotional bond between your client and your business and....you will get loyal clients. clients who choose your business over other businesses not because you're the cheapest in the area but because you have a strong brand, a story that resonates with them!
example: a random coffee stand at a fair is a commodity - there's probably a few there and deciding who to buy from is a matter of which one is the cheapest or closest to you right?
now throw a starbucks or gloria jean's coffee stand into the mix and all of a sudden if you value their strong brand, and or enjoy their coffee, or share their values, or love their outstanding customer service, you are probably going to go straight to them, time after time, and not even notice the other coffee carts.
same with your business, from the start create a brand not a commodity and your business will grow with loyal clients