We recently connected with Alyssa Dotson and have shared our conversation below.

Alyssa, thanks for taking the time to share your stories with us today How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? The world needs to hear more realistic, actionable stories about this critical part of the business building journey. Tell us your scaling up story – bring us along so we can understand what it was like making the decisions you had, implementing the strategies/tactics etc.

I got my start in this industry in 2013, when at 17 I officially received my cosmetology license, and then started my business 3 years later in 2016. My first 3 years I made around 8K/year. I worked long hard hours, at bad salons, terrible management that would steal tips, that saw me as nothing more than a cleaning lady, waiting on walk ins, learning all I can every free minute I had, practicing constantly, traveling for hair shows, masterclasses, learning all I could online, vidal sassoon + Paul mitchell cutting method dvds (yes I guess I’m that old), every styling gurus programs, trying to create content to promote myself, all while making so very little in return. Everything changed when I started treating my career like a business. I saw the good, the bad, and the ugly. I watched the rat race, the catiness, I also have observed why some stylists end up being super successful, and some just scrape by.

I find learning new hair and makeup techniques and always staying on top of education to be such a fun creative passion. I truly believe whatever your hand finds to do, to do it with all your might, working heartily unto the Lord, for the glory of God.

At first I thought I just wanted a career that was creative and I could meet and talk with people! I always loved all things artistic, creative and beautiful!! I KNEW I wanted to be in the beauty industry or fashion industry in some way!! I thought up until my senior year of high school, it would be just a part time thing and I would go to college for a “real job”, but I discovered how much I loved being in this industry and I was determined to make a living doing what I love!

I just couldn’t see my creative entrepreneur, people loving, self, hiding in a cubicle 9-5.

From as young as I can remember I loved styling hair! I would do different styles on my hair every day for school and as I got into middle school was really when I started doing makeup. I would do different makeup looks every day, watch different YouTube videos and just learn as much as I could. So when I got the opportunity to go to cosmetology school I had just turned 16 and I was very excited to join cosmetology school and to learn more about the beauty industry.

From there I met a celebrity makeup artist who had been working for many years in New York City and traveling all over, working with different movies and magazines and working in television. I started to assist her, clean her brushes, ask her questions, watch and learn from her and then I started taking my own clients. I started to work in salons doing hair and make up as well as taking classes all over the US and online. I signed up for all the different workshops and education classes I could to really grow my skills.

I started my bridal business in 2016. It was a leap, but I knew I was making nothing at these salons and that I had to go out on my own, and I started taking weddings all over northeast Ohio. I now manage a thriving and growing team of 15 artists who travel on location with me as well as co lease a salon where I take color + cutting clients during the week! I travel also for teaching business, cutting, bridal hairstyling + makeup as well as lots of in salon 1:1 classes for both beauty pros and everyday women wanting to master a style for themselves.

I pray God continues to bring divine opportunities and use me to be a light in an often dark world!

1. The Best Parts of the Job:

I love getting to meet new people.
I love getting to be creative.
I love getting to show women how they are beautifully made in Gods image.

I love that God has put me in a field where I can let my light shine, where people can come defeated, discouraged, insecure, dealing with whatever life has thrown at them, and in our time together I have the opportunity to be an encouragement, to give them a haircut or color or style that is uniquely designed and customized to really make their God given features pop and really shine!

I have loved the moments when I get to share what God is doing in my life! I love when I get to encourage fellow sisters in Christ that Jesus is truly all we need and that the fullness of joy is truly found in Him!

I love getting to travel to glam clients for their wedding day! Getting to stay in Pensacola, Niagara falls, and Outer banks were some of my absolute favorite times!

I love having a business, like the Proverbs 31 women, who because of her business was able to outstretch her hand to the poor, and look well to the needs of her household, and be a wise steward of her finances. I love the freedom and flexibility of taking clients and not being chained to a desk 9-5.

I love getting to celebrate love and being a part of a bride’s special day!

I love getting to hear about my clients’ new grandbabies and see pictures as I cut their hair.

I love seeing clients’ faces light up when they see their hair colored and cut in a way that completely makes their features pop!

I love getting to provide income to other stylists with my wedding business, most of the girls are moms who love the flexibility of working with me and making extra money on the weekends with weddings.

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

I’m a beauty entrepreneur, educator, and bridal specialist with over a decade of experience helping both clients and artists build confidence and achieve their goals.

Over the years, my work has evolved into three core areas: luxury bridal hair and makeup, precision haircutting + color, and business education for beauty professionals.

My mission is to provide personalized education, mentorship, and resources, enabling artists to build a thriving business and attract high-end clientele. My vision is to revolutionize the beauty industry by empowering stylists and makeup artists to achieve not just success and fulfillment in their careers, but to really have their priorities straight. For so long I’ve seen artists struggle with their mental health, relationships struggling, health issues and chronic pain, and surgeries.

Through my courses and retreats, I aspire to equip beauty professionals with the knowledge, skills, and mindset they need to thrive, elevating the standard of excellence in the industry. My program “Beyond Beauty School” is a program launching soon that teaches all things branding, marketing, and building a business and life you love. It’s basically all the things I wish I had when I first started, while also holding space to be a safe space and be the coach and mentor I also wish I had.

What is a Beyond Beauty Artist?

A Beyond Beauty Artist is a driven and ambitious cosmetologist, or esthetician passionate about their craft and eager to elevate their skills and business. They are committed to continuous learning and growth and value personalized guidance and support. They are motivated by achieving success in the beauty industry and are willing to invest in themselves to make it happen.

What’s been the most effective strategy for growing your clientele?

I could talk about this all day, and I do.. with the girls I coach. There’s so much I can say, I have so many modules in my course that goes layers and layers into so many things and it takes really auditing and deep diving into your funnel, your business structure, what is currently working and what isn’t, but I’ll say this off the top of my head.

One of the most effective strategies for growing my clientele has been focusing on education and always improving my artistry.

Consistency (on time, professional, client centered, positive experiences) really understanding their needs, building relationships, and reputation.

Early on, I realized that in the beauty industry, your work speaks for you long before your marketing does.

Especially in bridal, where there’s no room for error, delivering consistent, long-lasting results became the foundation of everything I built.

Also just being a kind person goes a long way. I really try to instill the golden rule into my team. Treat others how you would want to be treated. Whether it’s their special day, or just a special moment where they get a break from the kids and get to feel pampered. I love to treat every client like they are my family or friend. I love to create a stress free experience for them.

From there, word-of-mouth naturally became one of my strongest growth drivers. When a bride feels confident, receives endless compliments, and still loves her hair and makeup hours later, that experience often gets shared. That ripple effect has brought in a steady stream of aligned, high-quality clients over the years from past brides, salon clients as well as wedding planners and photographers.

Now, as an educator, I teach stylists that client growth isn’t always about doing more, but instead doing the right things well. When your work, your branding, and your client experience are aligned, growth becomes much more inevitable.

How’d you build such a strong reputation within your market?

I believe my reputation has been built on a genuine love for people and a commitment to growth. In an industry where trends change quickly, I’ve always focused on mastering the fundamentals of artistry, like okay with this client and her unique features, what can I deliver so she feels her absolute best? This also takes the skill of knowing how to really break down inspo photos to achieve clients desired results as well as listening well and setting a high standard of service, no matter the client or the setting.

Working in bridal especially shaped that mindset. Brides are trusting you with one of the most important days of their lives. It requires reliability, clear communication, and the ability to perform under pressure. Showing up prepared, staying organized, and creating a calm, positive experience for my clients played a huge role in building trust within my market.

Another key factor has been staying humble and always being willing to learn. I’ve never approached my career as if I’ve “arrived.” There’s always another level to grow into, whether that’s refining my technical skills, improving the client experience, or expanding into education and mentorship.

Over time, that consistency compounds and I also love all my fellow artists. I am a judgment free, drama free, competition free zone.

I always trust the right people will find me, and I can only take so many people per day.

You will never find me bashing other artists, but you will find me hanging out with them getting dinner, traveling to masterclasses or destination weddings together.

I think eventually people begin to associate your name with a certain level of quality and professionalism, and that’s what truly builds a strong reputation.

Don’t be afraid to really put yourself out there and be visible, create an amazing website, and work hard to build a beautiful portfolio.

Build relationships with people, give great customer service and don’t be afraid to ask for reviews.

Rest! Take time off! Set boundaries

Take care of your body!! Because being a hairstylist unfortunately often times comes with chronic pain, at least for me it has!! (The cons of this industry)

Take all the classes u can to be the best you can be at whatever specialties you choose.

Contact Info:

• Website: https://Www.hairandmakeupcleveland.com
• Instagram: @hairandmakeupbyalyssa
• Other: TikTok @hairandmakeupbyalyssa