We recently connected with Courtney O’Connor and have shared our conversation below.
Hi Courtney, thanks for joining us today. Was there a defining moment in your professional career? A moment that changed the trajectory of your career?
There have been a few defining moments for me over the last decade in this industry. Some have definitely felt more like detours or dead ends, yet the one that comes to mind was truly a turning point for me. It was a moment I could have let discouragement and insecurity have the final word, but instead, I allowed the discomfort I felt to drive me deeper into my passion and completely changed the trajectory of my path as a holistic esthetician.
After being an esthetician for an international beauty brand for years, I came to a place where I realized I needed to reevaluate and reprioritize the products, the approach and the perspectives I wanted to have as an esthetician.
Over the years as I dove deeper into the industry, I discovered that the majority of facial services available proved to be overindulgent or under delivering, reserved only for special occasions or seen as superficial, or solely focusing on the face and fixing flaws rather than on the whole person and celebrating everyone’s individual beauty.
Because of this wall I hit (aka breaking point), I was willing to walk away from an industry I deeply loved – and had wanted to be a part of since I was 11 years old – because I believed there had to be more. In that season of my life, the salon walls were suffocating.
Beauty had always been my passion, but I needed purpose – and I wasn’t finding it in the industry I had given my life to. Surprisingly, as a skincare professional, I didn’t find my purpose inside of the treatment room.
For me, I found it when I left it all behind.
I took a step back from the spa industry to pursue something greater – connecting with myself, connecting with communities + cultures all around the world, and most importantly, connecting with my Creator.
I worked as an esthetician in spas across the country and served as a full-time volunteer overseas. A few years here, a few years there. And while I wasn’t technically working in a treatment room full-time for the last decade, the spa and all it stood for was still very much a part of me and I took it with me wherever I went.
To rooftops in the largest red light district in Asia, to safe homes for survivors of human trafficking in South Africa, to brothels disguised as massage parlors in Perth. I brought my passion for beauty, healing, and wholeness – along with my little toolkit of skincare products – to care for women in a way they had never experienced before. To offer them a different kind of touch, one that’s gentle, loving and life-giving. To provide a safe space to rest their minds and bodies. To remind them of their worth, value and identity.
Working with women across different countries and cultures, from diverse backgrounds and brokenness, I discovered something. They all held the same desires, the same needs – to experience true connection, to receive healing touch, to be told they’re beautiful (inside and out), and to deeply believe it.
That became my why.
That became my purpose.
And that’s the point – at least, that’s supposed to be the point in this industry of “refresh, renew, restore.” Right?
Sadly, I felt like on some level that had been lost. And that’s why I left. Somewhere behind the overindulgent spa menus, extravagant treatment prices, and rushed services, it seems like the richness, the healing, and the depth had been diluted.
This industry holds so much power – for good, globally, within us and around us. My hope is to help reawaken that reality within the spa industry, the women who walk through our doors, and the world we’re called to practically and powerfully love.
Although the years I’ve traveled abroad and have been away from the treatment room may seem like “lost” or “wasted” time professionally, I believe it’s only propelled me forward.
My time outside of the treatment room has translated into more intention and purpose inside of the treatment room. My experiences away from the spa have given me a deeper appreciation for the power it holds for healing, restoration and eternal beauty.
What could easily look like a sacrifice or a setback – stepping away from the spa industry, my career and my calling, to pursue a different path – was actually one of the greatest gifts I’ve ever been given.
My breaking point, the wall, the awakening, led to a deeper understanding of beauty and instilled within me a deeper desire to positively impact the skin and, even more importantly, the lives of the guests I get to see. To me, it’s not just about treat yo’ self or superficial beauty. I strongly believe that the time in the treatment room is meant to influence how we live and how we love ourselves + others outside of the spa.
About 6 years ago I returned to Southern California after several years of serving + volunteering overseas and was ready to pursue the spa industry with a renewed spirit. It was then that I discovered Primally Pure and eagerly joined the small, growing team that was creating a skincare line and lifestyle (and holistic spa!) I felt aligned with.
Today, I’m back in the beauty world and touching faces again and am filled with gratitude for the path God has led me on over the last decade. While it doesn’t look like a typical esthetician’s journey, it’s the one I’ve had the privilege of taking – and I trust it’s for a better, more beautiful, abundant purpose.
Courtney, 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?
The beauty industry has been in my blood since I can remember. I even started a salon in my basement when I was super young and charged the neighbors for spa days and makeovers.
At the time of my esthetics training, a holistic approach to beauty was honestly not even on my radar. But, thankfully, my skincare program focused on caring for the whole person (not just on applying products to their face but taking into account their entire body) along with their lifestyles, stress levels, and nutrition. My instructors and textbooks taught me that facials are about so much more than just the face, it’s so much deeper.
I completely fell in love with this approach to beauty and skincare. This whole-person perspective made complete sense to me the deeper I dove into it – looking for solutions that aren’t only found in a topical product, but in a lifestyle shift or different food choices or practicing stress-relieving rituals.
I loved seeing the connection between the services I was providing for my guests and the benefit it had, for their skin of course, but also for their mind and their soul and I know it touched their spirits, too.
Diving deeper into the science of skincare it just became more and more clear how intricately connected our entire beings are. Our skin is our largest organ – it’s connected to other organs, and other tissues, and other cells. And it’s brilliant at revealing imbalances within the body. So there’s absolutely no way we can properly or effectively care for the skin if we isolate it from every other part of us.
The more I learned, the more I loved. And then of course, right along with that approach, I only wanted to apply the most pure and natural ingredients possible on my guests, because as we all know, one of the skin’s main functions is absorption. So if I’m wanting to take care of the whole person, harmful ingredients or dangerous toxins just don’t fit into my skincare protocol.
When I first discovered Primally Pure about 6 years ago, I was completely obsessed with their simple ingredient lists, minimal packaging and the fact it was a female entrepreneur. At that point, I had been living overseas for a couple of years and when I moved back to Southern California, I was honestly burnt out on the spa scene and knew I wanted to seek out something different. So I connected with the team at Primally Pure, which was only 3 at the time and now we have over 30.
I’ve been a part of the Primally Pure team for almost 6 years and a few years ago I worked with our founder, Bethany McDaniel, to start our very own holistic spa, The Spa at Primally Pure. I’ve also had the opportunity to train from LA to NY and am certified in advanced gua sha techniques, Manual Lymphatic Drainage, herbal poultice, buccal massage and other holistic massage modalities.
Different from most traditional spa facials, our Holistic Skin Treatments are intentionally designed to incorporate high-touch techniques creating the most transformative experience possible on a cellular (and soul) level.
Intensive 60 or 90-minute facials fully focus on healing the skin from within while helping to detoxify, depuff, firm, calm, clarify, and sculpt for visible results. Targeted holistic massage techniques including Gua Sha, Herbal Poultice, Manual Lymphatic Drainage and Buccal Massage melt away tension, reset the nervous system, clear lymphatic stagnation, optimize circulation, fade discoloration and contour facial muscles for a firmer, brighter complexion and restored sense of wellness in just one treatment.
Our Holistic Skin Treatments begin with a deeply purifying double cleansing ritual to restore balance to your skin’s microbiome before moving into an extended, customized facial massage to stimulate skin renewal below the surface and is complete with active botanicals and skin-specific, non-toxic topical products for a holistic approach to skin transformation.
Inspired by my travels and time serving overseas, for every spa appointment we donate 10% of proceeds to provide holistic beauty and well-being treatments to those who would otherwise not be able to access or afford these types of experiences. Each spa service not only supports your own personal wellness but cultivates wellness around our world.
It’s the greatest privilege to be a part of this industry and the Primally Pure team – and to be a part of the holistic transformation in skin, soul and spirit for each and every guest that walks through our spa doors.
Can you tell us the story behind how you met your business partner?
This is one of my most favorite stories because of how divine, serendipitous and so perfect it seemed. I had just moved back to Southern California after living overseas for several years and was at a place where I was reevaluating my career path and the life I wanted to lead. Spending hours at the beach praying and pouring over self-help books and inspiring magazines, I stumbled across a feature that caught my eye and immediately drew me in.
Photographs of simple skincare packaging, minimal ingredient lists, founded by a female entrepreneur and based in Southern California, was all I needed to know to feel my spirit light up. I had to reach out. My intention was just to encourage the team in what they were creating and share my heart as a holistic esthetician to support skincare brands pursuing a natural approach to beauty. A few simple email exchanges became an invitation to meet the team (which was only 3 people at the time!).
There was an immediate connection with the Founder, Bethany, as we both shared our hearts for natural skincare, holistic healing and bringing beauty in this world. But at the time, there wasn’t a specific position available.
I had such a deep desire and dream to be a part of the Primally Pure team, I was willing to work on their family farm and scoop pig poop just to be a part of what they were creating. (If you don’t know the brand’s backstory, Primally Pure Skincare started from Bethany’s family pasture-raised, regenerative farm, Primal Pastures – and she began making natural products in her farmhouse kitchen).
Spending an afternoon together at Primally Pure’s HQ (their first office space after moving off of the farm) back in 2016 was enough to know there was a special connection that we wanted to create space for. Since day one I shared my dream with Bethany about starting a holistic spa space to cultivate healing in skin, soul and spirit and ever since then we’ve taken steps together to bring that dream to life. And in 2019 we opened The Spa at Primally Pure.
The story of how Bethany and I connected is such a sweet, profound reminder to cultivate the space when needed to reevaluate your values and follow those moments that light you up and feel aligned with your vision. Let those little nudges and whispers within your spirit guide you in stepping out, reaching out and taking a risk towards what sets your soul on fire. Find those people, places and opportunities that you want to partner with and make a positive impact with – even if it means being willing to scoop pig poop at first.
Putting training and knowledge aside, what else do you think really matters in terms of succeeding in your field?
I’m keeping this answer super simple: PASSION. Passion sets you apart. It’s convicting, it’s creative, it’s contagious – everything we need when we’re building a brand and sharing a mission we believe in to make our world a better, more beautiful place.
P.S. And then prioritize those practices and spaces that continue to feed your passion and fuel the flame – so you can burn on and not burn out.
Contact Info:
- Website: thespaatprimallypure.com / primallypure.com
- Instagram: @primallypure
- Facebook: Primally Pure Skincare
- Youtube: Primally Pure
- Yelp: The Spa at Primally Pure