We were lucky to catch up with Alexa Owens-Lustig recently and have shared our conversation below.

Alexa, appreciate you joining us today. If you could go back in time do you wish you had started your business sooner or later

I used to often think about how things would be different had I known what I wanted to do with my career sooner. It took me a little while to find this path that I am on now–this was not always what I saw myself doing! I would think “I should have chosen a different major in college” or “Maybe my business would be in a different place had I known what I wanted to do earlier”. Recently, I have realized that the path that I took has lead me to this point–to be able to run and own my own business–and all of the jobs and experiences prior have given me the skills needed to do what I do now. They may have seemed unrelated or a little far off from this end goal, but each situation has held its own lesson to prepare me for being the successful, woman-owned business that I am today.

When I was in college, I was sure that I would do something in the medical/health field. I studied to become a physical therapist and was even fortunate enough to publish a research paper in an academic journal and receive several scholarships. During an internship at a physical therapy office, I learned about Speech-Language Pathology and I decided to apply to masters programs in that field. All throughout my undergraduate degree I worked at both a hair salon and in the psychology department on campus. While at the salon, I was able to experience the creativity and passion that the stylists were demonstrating. At the psychology office, I was able to help talk students through choosing their classes and how to achieve their career goals. Outside of classes and working, I was always really into makeup, so I would do my own and my friends’ makeup any chance I could get.
Now fast forward to getting accepted into my masters program and moving to Orlando–I was suddenly in a much larger city with so many options as far as classes to take and opportunities. I took a makeup course in the evenings just to develop better skills and see what it was like to actually learn from a seasoned artist instead of my usual YouTube videos. While taking my SLP courses, I soon learned that UCF had a Film Program that often needed makeup artists to volunteer. When I had time outside of class, I found myself on the set of several thesis projects that completely changed my makeup experience forever–makeup for film was the fast-paced environment I never knew existed. Fast forward again to building my portfolio until all of a sudden I was being offered paid positions to do makeup while still in school–so now I had some decisions to make!

With the help and support of my family–I decided to give working as a makeup artist a shot and take a break from school. I went on to do makeup for the Pulse documentary filmed here in Orlando, I landed a Hallmark film, and then soon I was moving to New Orleans to follow my dream.

I loved my experience as a makeup artist, and I feel like that is actually where I learned most of the skills I use on a daily basis in my job today. I learned etiquette with clients in your chair and how to make everyone feel special, I learned about working with different skin tones, face shapes, eye shapes, etc (and in film–you work FAST, no time to second guess yourself!), and I learned how to incorporate your own opinion with what the client wants.

After a few years in film–I knew I was ready to live closer to my family and try to make something on my own so that I could be in charge of my own schedule and do all of the things that I loved every day. Now, I own my own esthetics studio in Lake Nona where I offer services for brows, lashes, and skincare! My time in psychology taught me how to be a good listener, understand others, and be a “therapist” for everyone in my chair. The hair salon showed me what a woman-run business could be. Physical Therapy started off my love of research and my understanding of human anatomy–which I use every single day actually! I also use my research skills for all things brow, lash, and skin to constantly stay as up to date and “in-the-know” as possible for my clients. Speech Pathology taught me to follow my passion–I was surrounded by students that truly loved their courses and clinicals, and as the notes filling up my books were about resetting my makeup kit for the upcoming weekend–I realized that my passion was elsewhere. Makeup is where I found what I loved and now I have just honed in on exactly what that is in the beauty industry.

So while I often second-guessed what life would have been like had I known in college “hey, I think I want to start my own beauty business” (which literally never crossed my mind, not even once), I now know that all of my other experiences along the way have helped me to get here, and I feel extremely fortunate for it all!

Alexa, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Now that the story of how I got here is out there, let me tell you a little bit more about myself and my business! I am currently 27 years old and I first started my business in 2020–a bit of a crazy time to go for it, but things really worked out thankfully! I was extremely nervous, like any first time small business owner is, but over the past 2 years I have been fortunate enough to meet over 1,200 clients and form so many incredible connections. I want everyone who steps foot in my studio to feel comfortable and at ease. My goal is always to have people leave feeling refreshed and rejuvenated–no matter if they are receiving a facial or a simple brow shape + style!

I also pride myself in giving back to the community that supports my business whenever I can. I started “Donations for Discounts” when I first opened, and it has seen an incredible response! Clients can bring in items to donate to the local charitable organization of the month (I have collected for food pantries, animal shelters, the RMH, women’s shelters, and more) and they receive money off their service. I like to think of it like–you will leave feeling great because not only did you give yourself some self-love and pampering, but you did something good for your community! So you feel good on the outside, and on the inside.

I also only carry cruelty-free brands in the studio. My main skincare line–FarmHouse Fresh–uses portions of everything sold to help rescue and rehabilitate animals in need at their sanctuaries in Texas. Whenever we can, I think it’s extremely important to support brands with missions that we love!

I love to remind all of my clients that self-care isn’t selfish. You can’t pour from an empty cup! One of the best parts of my job is when we finish a facial and my client says she “absolutely needed this” or when I can create brows for a client experiencing hair loss and they tear up as I hand them the mirror. I feel very lucky to get to do what I love every day and I am so thankful for all of the clients who have made it possible. If you are looking for microblading, brow laminations, brow shaping, lash lift + tints, or a wide array of skincare services that include microneedling, acne specialist services, and more–then I would love to be the esthetician for you!

What do you think helped you build your reputation within your market?

I absolutely attribute my reputation in the market to the reviews and referrals of my clients. People will not recommend you to their best friend or their mom unless they absolutely loved their service. I truly give my best on every single service, and when clients refer me, I know they were happy with what they received! That word of mouth has grown and grown and I believe that is what has built a reputation for my business in my community.

What’s worked well for you in terms of a source for new clients?

My biggest source of new clients would be referrals! One of the best things for my business has been that I do not need to advertise due to clients recommending me. Not only does this cut down on costs for my business, but it means I am getting loyal clients who love their services! I have had clients tell me so many times “I saw someone post about you on our neighborhood page” or “my friend shared a selfie and I was obsessed with her brows and she told me about you!” and let me tell you–hearing this means the world to me and my small business!!! It has allowed me to grow and succeed as a business after a pandemic, and for that I am always grateful.

Contact Info:

• Website: www.beautyandthebroworlando.com
• Instagram: @beautyandthebroworlando
• Facebook: https://www.facebook.com/beautyandthebroworlando