We were lucky to catch up with Jenna Kapitan recently and have shared our conversation below.

Jenna, looking forward to hearing all of your stories today. Any thoughts around creating more inclusive workplaces?

As someone who runs a queer-owned business that caters to the marginalized LGBTQIA+ community, creating an inclusive space for clients is so incredibly important to me. Personally, going through esthetician school, and even growing up in an incredibly small town, I never saw much inclusivity happening for anyone who was different. Knowing that I wanted to start my own business after gaining my license, I knew it would be imperative to create a place where all the eccentric, queer, different, and weird people could go, and feel like they belonged, and weren’t scared to be themselves – especially in a place of business where such intimate services are performed. I pride myself in making every aspect of my esthetician business inclusive; even all the way down to my consent forms. I ask clients their pronouns, I encourage them to be their authentic selves when they walk into to doors of Beyond the Binary. I want people to come in my space wearing what makes them comfortable, and to know they not only have a space to outwardly show themselves, but to also know as their service provider, I am here to let them be comfortable in sharing any aspects of their personal life that they may not get the chance to talk about otherwise. Growing up I always felt like a black sheep, like an outcast, especially in any time of professional setting, so I wanted to create a space I have always dreamed of. A space I would be proud of, and a space that if I would have found as a young adult – I would be proud of.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

At Beyond the Binary by Jenna Leigh Skin, I proudly offer skin treatments and waxing services catering to kings, queens, and those in-between! As a licensed solo esthetician, I’ve created a safe haven for the LGBTQIA+ community to receive full body waxing, micro-needling, and scar revision treatments, all while fostering a welcoming and non-judgmental environment. My goal isn’t just to provide esthetic services; it’s to curate an experience where clients feel like friends, valued and comfortable enough to fully be themselves – inside and outside of my treatment room.

In addition to full body waxing and skin revision treatments, I specialize in advanced treatments addressing cystic acne, cellulite, and facial scarring and wrinkling. My latest addition, scar revision, offers relief to clients with scarring from top surgery, mastectomy scars, C-sections, or self-harm scars. I take pride in being Texas’ sole esthetician offering comprehensive body treatments that work at a cellular level, ensuring complete skin revision from within.

My journey to this point though, has been a whirlwind. Starting esthetician school at 27 during the peak of COVID while juggling a full-time job was challenging, but it fueled my passion even more. Despite humble beginnings in a 100 SQ FT. salon space, I made it through, eventually transitioning to full-time entrepreneurship. Though the industry’s perception often dismisses these services as luxury, I believe they’re essential, and have navigated ups and downs with resilience and adaptability.

I’ve learned the importance of leaning on friends for support and embracing vulnerability, a lesson that has propelled me forward. As a proud member of the LGBTQIA+ community, I’m here to shake up the esthetic world and challenge societal norms. Beyond the Binary isn’t just a salon space —it’s a testament to inclusivity, empowerment, and flipping the script on traditional beauty standards. So, to the masses, know this: I’m here, I’m queer, and I’m ready to revolutionize the esthetic industry!

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

I keep in touch with my clients in multiple ways – you have to remember that not every client is the same, and some like to be reached out to differently. I will reach out via text message, Instagram DM, or just send an email! I really pay attention to how my clients like to be interacted with as it makes a huge difference in how they will respond back to you, if at all. I love to follow my clients on Instagram and keep up with their lives, especially if they follow me. Make sure to respond to their stories! I always make sure to send out email newsletters with updates about my business – whether that be new services, new retail products, or if I’m offering a sale. As far as brand loyalty – always be your authentic self, and show up on your social accounts! I love to show my face, what my days look like, what services look like with me – and I love sharing content related to my community – so I will repost a lot of queer content on my Instagram stories. It’s important to give your OG clients a reason for coming back to see you as well. I cultivated a lot of my business in the beginning by offering services on Groupon, and I still see a lot of those same clients; but they get to keep that price that they paid when they first saw me years ago, because I want to show them how much I appreciate them sticking with me and my business through those humble beginnings!

What’s been the best source of new clients for you?

Word of mouth all day baby! Nothing is stronger than a trusted friend’s word on where to go to get a service. You can have great online reviews, have aesthetically pleasing social media posts, hand out your business cards until the sun goes down, but truly nothing is going to grow your business like the referral of someone who has been to your place of work, and continuously talks highly about you and what you provide for them. Your clients are your walking billboards – so nurture them, take care of them, and most importantly – give them loyalty discounts!

Contact Info:

• Website: www.jennaleighskin.com
• Instagram: www.instagram.com/jennaleighskin
• Facebook: www.facebook.com/jennaleighskin

Image Credits
Madison Truscan.