When I did my training we were told £25 was the recommended price. As I work from home I decided to charge £20 and a ring round soon told me this was quite high for my area. In my area Shellac starts at £8 and top is £26.
I ran an initial offer but as soon as my offer closed my appointments dropped off. I have dropped the price to £16 as several of my clients have had it done for this price in a local salon and it stayed on 3 weeks, and they politely and not unkindly wanted to know why mine was £20 working from home with no overheads.
Anyway basically I matched it and now those clients are mine (cos they like me best lol:green
and every person who phones to ask the price, then books. And comes back. And recommends me.
In theory I would love to have held out for £25, or at least £20. But in practice, well, I didn't spend hundreds on a course and products only to sit here and have no Shellac customers, so while I agree that you should "charge your worth", your "worth" is what someone is prepared to pay, and I'd rather be working than not.
I think it's largely down to area as well, we are swamped in my area with beauty/nail/hair shops, plus mobiles, and it has made things very competitive.