We were lucky to catch up with Charlene Schow recently and have shared our conversation below.

Charlene, thanks for taking the time to share your stories with us today Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

My mission was born from a deep desire to create a space of belonging—especially for the women who, like me, were once little girls told they were “too much” for loving skincare, makeup, and self-care. I want to flip that script and validate those instincts, because caring for yourself is not frivolous—it’s powerful, healing, and essential.

Growing up, I was one of those girls. I loved skincare, makeup, and everything that made me feel radiant — not because I needed fixing, but because it was an expression of who I was. But too often, that passion was dismissed as vain or frivolous. I created my brand to reclaim that space — to say, your love for self-care is valid, it’s powerful, and it belongs.

At the heart of what I do is a desire to help people feel confident and comfortable in their own skin, no matter where they’re at in their journey. Whether someone is battling acne, hyperpigmentation, or just learning to look in the mirror with kindness, I want them to know: their beauty is not on hold until their skin is “perfect.” I’m here to help solve their concerns, yes — but I also want to reflect their beauty back to them as they are now.

There’s so much pressure in the world to look a certain way, and I believe skincare should be a joyful, healing experience — not a punishment or a chase for perfection. My work is grounded in human connection, because this industry, at its best, is about more than skin. It’s about care, comfort, confidence, and belonging. It’s about being seen.

That’s the story behind my mission — to make people feel beautiful, understood, and empowered… one face, one conversation, one connection at a time.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Hi! I’m Charlene Schow, but most people call me Charle — I’m the heart behind Seraphina Skin, a skincare brand and studio rooted in joy, human connection, and a deep belief in the healing power of self-care.

My love for skincare and beauty started when I was very young. I was always the girl sneaking into her mom’s moisturizer or experimenting with lip glosses in her bedroom mirror. That passion only grew over time, not just as a hobby, but as something sacred — a ritual, a form of self-expression, and a way to connect with myself and others. I always knew this industry had a place for me, because I wanted to be the kind of esthetician I wish I had growing up — someone who sees you fully, holds space for you, and helps you feel beautiful exactly as you are.

Right now, I’m a certified esthetician-in-training and the founder of Seraphina Skin, where I offer customized facials, waxing services, brow tints and laminations, lash lifts, and skincare consultations — with more to come as I grow in my journey. My clients often come to me feeling overwhelmed, insecure, or unsure of what their skin needs. I help them not only solve those concerns (whether it’s acne, sensitivity, texture, or hyperpigmentation), but I also help them feel good in their skin throughout the process. I’m not here to “fix” anyone — I’m here to support them, educate them, and empower them through every step of their self-care journey.

What sets Seraphina Skin apart is the experience — it’s warm, intentional, and infused with a little magic. I believe in skincare as a ritual, not a routine. I want every client to feel safe, celebrated, and genuinely cared for. Whether it’s a calming facial, a hilarious waxing session, or just a conversation that reminds you you’re not alone — I pour love and intention into every service.

I’m most proud of the way my work makes people feel. I’ve had clients leave glowing not just from their skin, but because they felt seen and validated. I’m proud of building something that reflects who I am — intuitive, nurturing, funny, detail-oriented, and deeply passionate about this craft.

If there’s one thing I want people to know about Seraphina Skin, it’s that it’s more than a skincare brand — it’s a safe space. A place to take care of yourself, to feel joy in your own skin, and to come home to your own beauty, whatever that looks like today.

How did you build your audience on social media?

Building my audience on social media has been one of the most rewarding (and hilarious) parts of my journey so far. While still in esthetician school, I started creating content on TikTok — at first, it was mostly aesthetic videos: soft lighting, skincare routines, dreamy spa vibes. They did okay, but it wasn’t until I started showing my actual personality — goofy, weird, and totally unfiltered — that things really started to take off.

The turning point was a video I made called “POV: I’m your waxer”, where I play a character with a deep, soft, eerie Southern drawl — think Appalachian ghost meets small-town waxer — and she’s just unsettlingly calm while saying the creepiest things. That video went viral and now has over 610,000 views. Since then, my page has grown to 4,656 followers, 150K total likes, and several other videos have hit high numbers as well.

What made the difference was authenticity. I stopped trying to be polished and perfect, and I started leaning into the funny, awkward, and even unhinged parts of the esthetics world that no one talks about. I found a space in the market with untapped potential — because let’s be real, not everyone is willing to post a video where they look that unhinged. But people love it. They connect with it.

My advice for anyone just starting out: be fully yourself. Don’t chase trends just to fit in — instead, figure out where you shine, even if it’s weird or niche or makes people laugh. That’s where the magic happens. Your audience is out there, and they’re waiting for someone like you — not a perfect version of you, but the real one.

And don’t worry about going viral — worry about being memorable.

You can find all the chaos, humor, and skincare over on my TikTok: @seraphinaskin 💫

How do you keep in touch with clients and foster brand loyalty?

For me, brand loyalty starts with genuine care. It’s not just about the service itself — it’s about how my clients feel before, during, and after their appointment. I make it a point to personally follow up with every single client the next day and again a few days later. I want to know how their skin is doing, how they’re feeling, and make sure they know I’m still there to support them beyond the treatment room.

I also created custom aftercare cards for each of the services I offer — from facials to waxing — to ensure that my clients feel fully informed, supported, and empowered to get the best results. In this industry, aftercare is everything. If it’s not followed, the results suffer — and I want my work to shine and my clients to see the progress we’re making together.

That extra communication builds trust. It lets clients know I’m invested in their results and their experience. And over time, those small touchpoints become big reasons they keep coming back — because they feel taken care of, not just treated.

I also stay connected on social media (@seraphinaskin), where I mix skincare tips, product recommendations, funny content, and behind-the-scenes moments so my community always feels close — whether they’re in my treatment room or scrolling from home.

At the end of the day, I want people to feel valued, supported, and seen — because that’s what keeps them coming back. Skincare is personal, and so is the relationship I build with each and every client.

Contact Info:

• Instagram: @seraphina_skin
• Facebook: https://www.facebook.com/share/1F5c8n96Vx/?mibextid=wwXIfr
• Linkedin: https://www.linkedin.com/in/charlene-schow-833533192?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app
• Other: Tiktok: @Seraphinaskin