We’re excited to introduce you to the always interesting and insightful Carmina Keiko Kawasaki. We hope you’ll enjoy our conversation with Carmina Keiko below.
Carmina Keiko, looking forward to hearing all of your stories today. Being a business owner can be really hard sometimes. It’s rewarding, but most business owners we’ve spoken sometimes think about what it would have been like to have had a regular job instead. Have you ever wondered that yourself? Maybe you can talk to us about a time when you felt this way?
While I love being a business owner, I still have a regular 9 to 5 career that I have no current plans to part with. It’s extremely different from esthetics, but it provides stability and peace of mind for me as my business grows. Balancing two full-time careers can definitely be challenging and overwhelming at times. Thankfully my support system is solid and keeps me grounded. It’s hard to imagine my life being any other way.
Carmina Keiko, 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?
My love for beauty goes as far back as I can remember, and I’ve always had this sort of innate calling towards it. I don’t think I was even in kindergarten yet when I said I wanted to be a makeup artist. But it didn’t occur to me that it was actually possible until years later, when my Auntie Tina sparked the idea. She and I would have regular “spa days” and I’d give her a manicure, pedicure, facial and makeover. One summer, when I was still a little girl, we had one of these spa days; she told me that I was a natural, and she knew I’d have my own business in the future. She said she couldn’t wait to be my first client. Of course, I knew we were just having fun, but for some reason this stuck with me and it remained a part of the plan ever since.
After I graduated high school, I went the more traditional route and decided I’d complete my Bachelor’s degree before going to beauty school. While I was in community college, I worked a part-time office job and saved up for a local makeup artistry training course. Since completing the 5-month course, I’ve had the pleasure of representing Anastasia Beverly Hills and Lancôme in stores throughout Southern California and Arizona. I’ve also had the opportunity to partner with other creatives and agency talent on various projects.
It was really my job with Lancôme that piqued my interest in skincare specifically, partially because I was required to sell it but also because I finally understood the connection between good skincare and good makeup. This little epiphany was a subtle confirmation that the field of esthetics was for me.
Fast forward a few years, and I’m an alumna of both Arizona State University and Bellus Academy. I received my esthetics license in April 2022 and began my solo journey a couple months later. Now I have my own private studio, Shorty’s Beauty Bar, in Oceanside, where I offer personalized skincare services, brow lamination and waxing.
My goal is to provide a healing escape for each guest, so they may leave feeling relaxed and rejuvenated.
Can you tell us about what’s worked well for you in terms of growing your clientele?
Growing clientele can be difficult as a solo esthetician, and there are so many ways to go about it; I like to keep things pretty simple – I spoil my clients. I’ve tried several other marketing channels and nothing has worked quite like this. I began taking clients in esthetician school and since then, it’s been paramount that I provide the best, most professional services I could.
When someone books an appointment with me, that time is reserved especially for them, and all services are tailored to meet their specific needs and goals. Whether someone wants to target acne, reduce signs of aging, or just relax, it’s my responsibility as the esthetician to create an experience they can brag about.
The very first people to book appointments with me were my family and friends, and they’ve been nothing short of supportive. From tagging me on Instagram to buying gift certificates, referrals have been a core part of my business and I couldn’t be more thankful.
Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?
Absolutely! Our field is always changing so continuing education in any form is a must. Right now I’m listening to a podcast called the Treatment Room by Tessa Zolly. Tessa was once a corporate employee and now owns her own virtual esthetics business and skincare line. The podcast covers a wide range of interesting topics from anatomy to bookkeeping, and frequently features other skincare experts such as Jan Marini.
Another one of my favorite podcasts is Chemist Confessions, which provides a scientific perspective on skincare. They discuss ingredients, compare products through various tests, and share other useful tips, all in an entertaining way. It’s refreshing, especially in this day and age where anyone, including celebrities and non-licensed professionals, can share “skincare tips” on platforms like Instagram and TikTok.
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Photo credit: Circadia®