We were lucky to catch up with Carolina Torres Costa recently and have shared our conversation below.

Carolina, appreciate you joining us today. Let’s start with the story of your mission. What should we know?

When I started my esthetics business, I knew I wanted it to be more than just about beauty. For me, it was always about the experience… how someone feels when they walk into my space, and more importantly, how they feel when they walk out.
My mission is simple but rooted in intention:
To create a safe, welcoming space where beauty meets care and where clients feel not just confident, but seen, valued, and empowered.
I truly believe that confidence and emotional wellness go hand in hand. And as someone who studies psychology, I’ve always been fascinated by how self-image and mental health are deeply connected. That understanding shows up in the way I run my business. Every service I offer, whether it’s a brow wax, facial, or lash lift, is designed to be intentional, comforting, and meaningful.
A lot of my clients come in holding so much. The stress of daily life, the pressures of their environment, the need to feel put together when everything feels chaotic. And I see it. I feel it. But what’s beautiful is that by the end of their appointment, something always shifts. There’s a calm that comes over them. There’s a softness in their face. For many of them, this is the only place where they feel truly safe and free to just be themselves without judgment. And I take that responsibility seriously.
This is why I do what I do.
Because this work is more than aesthetics. It’s personal care, it’s trust, and its connection. The best part of my job isn’t just the before and afters, it’s the lightness I see in someone after they’ve been heard, held, and hyped up in my chair.

At the end of the day, the greatest return on investment for me is knowing my clients leave feeling better than they came. That’s what matters most. That’s the mission. And that’s what Esthetics by Carolina Torres will always stand for.

Carolina, 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?

Hi, my name is Carolina Torres, and I’m the owner of Esthetics by Carolina Torres LLC, a beauty studio based in Orlando, Florida. I specialize in brows, lash lifts, facial waxing, Brazilian waxing, and one on one trainings for future estheticians. I also offer printed training manuals and curated wax kits to help students feel confident and prepared as they step into the beauty world.

My love for esthetics started young, but it really began to take shape in high school. I used to do makeup for proms and special events for friends and family, and that’s where my passion first came to life. At the time, it was all about the glam! Lashes, highlight, and making people feel beautiful. Over time, that love expanded. I started focusing more on skincare, and as I got deeper into the industry, I naturally gravitated toward brow design, Brazilian waxing, and lash lifts. Those became my specialties, and I’ve spent years mastering them.

I became licensed in 2021, and ever since, I’ve poured everything into perfecting my craft and building a brand that reflects both my passion and my purpose. I started out as an instructor assistant at a beauty school, and by my third year as a licensed professional, I stepped into the role of instructor. Teaching gave me so much, it helped me see the beauty world from a whole new lens and pushed me to become even more precise and intentional in what I do.

While I’ve had formal training in brows and lashes, a lot of my skill also came from hands on experience and practice. I’ve always had a natural eye for detail and an artistic approach to my work. I take pride in my technique, my precision, and the experience I give each client. Whether I’m doing a brow lamination, a Brazilian, or a lash lift, I’m paying attention to every little detail, because it matters.

I’m also currently studying psychology at the University of Central Florida, and that definitely plays a role in how I approach my business. I believe beauty and mental wellness are deeply connected. A lot of my clients come in carrying the stress of life on their shoulders, and for many of them, this is the one space where they feel comfortable, safe, and seen. I don’t take that lightly.

What sets my brand apart is the level of care, consistency, and attention I bring to everything I do. I’m not just focused on results, I’m focused on the full experience. I want my clients to leave feeling better than they came in, and I want my students to feel empowered, equipped, and inspired to step fully into their own careers.

I’m so proud of how far I’ve come, and I know this is just the beginning. Esthetics is more than a job for me. It’s my passion, my purpose, and my way of helping others feel their absolute best.

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

The best source of new clients for me has definitely been consistency on social media, especially TikTok. I’ve noticed that when I show up regularly, share valuable content, and let my personality shine through, it really connects with people. It’s not always about going viral, it’s about building trust, showing the quality of my work, and staying visible.

Hashtags have played a huge role too. Being very niche specific with hashtags helps get my content in front of the right audience. I focus on location based tags, service specific ones like #browlaminationorlando or #brazilianwaxingorlando, and those that speak to the kind of clients I want to attract. That kind of intention behind the content makes a big difference.

What I’ve found is that people love to see what they’re getting, and platforms like TikTok and Instagram let me showcase both the service and the experience. It’s helped me build a client base that feels aligned, loyal, and excited to book.

We’d love to hear a story of resilience from your journey.

One of the biggest moments that tested my resilience happened early on in my career. Right after graduating from esthetics school, I was just starting to build my clientele and had been renting space part time at a studio. A few months in, things changed unexpectedly, and I had to leave that location. It was heartbreaking because I was learning so much and had just begun gaining momentum. I had to start from scratch while still figuring out what it meant to run a business in this industry.

Thankfully, through networking and persistence, I found a new studio. I poured everything into that space for about two years, but in December 2023, I made the tough decision to close it. The overhead became too much, and I needed to step back and regroup. During the following year, I worked as both an instructor assistant and a licensed instructor, continuing to grow my experience and skills.

Even without a studio of my own, I never stopped working. I would leave my 8 to 4 job and drive to clients’ homes to provide services, sometimes getting home very late at night. It wasn’t ideal, but I was determined to keep going. I also spent that time touring different studios, staying patient, and waiting for the right opportunity.

In December 2024, I finally found a studio that felt right. I partnered with someone I’d been following for a while and officially relaunched my business. Since then, things have taken off in such a beautiful way. My clientele has grown, my confidence has grown, and I feel more aligned than ever with my purpose.

There were also times when people around me didn’t fully understand or support the path I chose. My family comes from a background where traditional careers like college or the military are seen as the “safe” choice. I knew their concerns came from love, but I also knew that I had to believe in myself more than anyone else. And I’m so glad I did.

I’m not exactly where I want to be yet, but I’ve made it through so much and I’m really proud of where I am now. Every setback taught me something. Every hard moment built strength. And I know that I’m just getting started.

Contact Info:

• Website: https://booksy.com/en-us/648701_esthetics-by-carolina-torres-llc_wellness-day-spa_134763_orlando
• Instagram: https://www.instagram.com/estheticsbycarolinatorres?igsh=c3ljM2F2NjJ3YmMx&utm_source=qr
• Linkedin: https://www.linkedin.com/in/carolina-torres-93b98816a
• Other: TikTok: https://www.tiktok.com/@_coastalbarbie?_t=ZT-8xrcR2Bt9Al&_r=1