We’re excited to introduce you to the always interesting and insightful Wendy Michelle Desimone. We hope you’ll enjoy our conversation with Wendy Michelle below.

Wendy Michelle , thanks for joining us, excited to have you contributing your stories and insights. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

Our mission is to empower women to see beauty as a form of self-expression, healing, and confidence-building — not just something superficial. But for me, this mission is deeply personal.

I come from a background where beauty wasn’t always seen as a “real career.” As an immigrant, a woman of color, and someone who had to figure everything out on my own, I found that beauty became my gateway to empowerment — both financially and emotionally.

When I first started my business, it was never just about brows, lip blush, or permanent makeup. It was about creating a space where women — especially women who look like me or come from similar backgrounds — could feel seen, valued, and worthy of investing in themselves. Whether they come to me as clients or students in my academy, my goal is for them to leave not only looking good, but feeling more confident in who they are and what they’re capable of.

This mission matters so much to me because I’ve lived it. I know what it’s like to struggle with self-worth, to question if you’re “enough,” and to crave representation in industries where you don’t see yourself. I also know how transformative it is to feel good in your own skin — and how that confidence spills over into your career, your relationships, your entire life.

Beauty changed my life. Not just financially, but emotionally, mentally, and spiritually. Now, my mission is to pay that forward — to empower women to build businesses, own their stories, find their voice, and rewrite their success on their own terms.

Because beauty is the tool — but empowerment is the mission.

Wendy Michelle , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I’m Wendy Michelle, founder of WM Beauty Lab Studio & Academy. As a Latina entrepreneur, permanent makeup artist, and beauty educator, I turned my struggles into my purpose. My journey started with offering brow services and grew into a full-service beauty studio, a training academy for future beauty pros, and a platform that helps women build their own businesses. At WM Beauty Lab, we specialize in permanent makeup, scar & stretch mark camouflage, and beauty training. My mission is to empower women—whether through confidence-boosting beauty treatments or helping aspiring artists create financial freedom. I’m most proud of building this brand from the ground up with no shortcuts, just passion and grit. When you work with me, you’re not just getting a service—you’re joining a community that believes in you and pushes you to dream bigger.

Can you talk to us about how your side-hustle turned into something more.

I’m a huge believer that every job is a stepping stone, and working for someone else is the best way to gain experience on their dime while still getting a paycheck to fund your own trainings and business. I’ve always loved beauty, but growing up in an immigrant household, that wasn’t seen as a “real career.” My parents were strict about focusing on education, and honestly, I’m grateful for that push because it led me to work in Fortune 500 companies in beauty and marketing — and all those skills now power my own business. I tell my students all the time: anyone can be a good artist, but not everyone can run a successful business — and that doesn’t come easy. It’s built through small stepping stones, mentors, and lessons from every fall along the way. In my 20s, I worked a 9-5 corporate job, then after hours I’d take clients, and on weekends I freelanced with makeup brands. What I always tell anyone who wants to be their own boss is this: you have to put in the time, pay your dues, and be okay with living below your means while you save and invest in your dream. Hustle isn’t cute — it’s necessary. After years of nurturing my side hustle and building my clientele, I reached a point where I was fully booked and couldn’t keep up with my other jobs. That’s when I knew — me and my business were ready. What I have today didn’t happen overnight — it started as a passion I nurtured until it became a full-time career and now a brand I’m proud of.

Can you tell us about what’s worked well for you in terms of growing your clientele?

The most effective strategy for growing my clientele has always been a mix of word of mouth, showcasing my work on social media, and building real relationships with my clients. From day one, I made sure every client left not only loving their results, but feeling like they just spent time with someone who genuinely cared about them. That personal touch turned happy clients into walking referrals. On top of that, I’ve always treated social media like my digital storefront — consistently posting my work, sharing my personality, and educating my audience so they see me as both an expert and someone they can trust. Over time, that combination of great work, client relationships, and visibility created a steady flow of referrals and organic growth. And even now, my best clients often come from other happy clients — nothing beats a personal recommendation!

Contact Info:

• Website: https://www.wmbeautylabusa.com/
• Instagram: https://www.instagram.com/wm_beautylab/
• Linkedin: https://www.linkedin.com/in/wendy-m-loyola-678b59100/

Image Credits

Wendy DeSimone