We recently connected with Caitlyn Patch and have shared our conversation below.

Caitlyn, thanks for joining us, excited to have you contributing your stories and insights. What’s been the most meaningful project you’ve worked on?

I think the most meaningful project I have worked on was creating my brand story Rustic Ritual Beauty. Rustic Ritual Beauty was the result of a self study that taught me so much about my place in the world. Self care, wellness and ritual all play a part in the our individual beauty story and was the concept behind the entire brand.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I have been in the beauty industry for over 24 years. I have certification in makeup from Montreal and started gaining experience as an assistant in NYC. Driven by a passion for learning I became a licensed cosmetologist in 2007. To combine my love for wellness with my expertise in beauty I became a certified yoga teacher. I also worked as an educator and stylist for Aveda and assisted for Nick Arrojo in NYC. In 2013 I gained training in skin care and opened a spa for a prestigious Conde Nast Relais & Châteaux property. In 2017 I relocated to Asheville. I worked at Wink Salon, honing my craft and deepening my education. In 2023 I took a leap and started Rustic Ritual Beauty. I create my own product line, a lip and cheek tint for the adventure professional on the go. I also educate stylists, and still occasionally work behind the chair. I hold certifications in scalp therapy from Rene Furter, completed a “Cutting Specialist” class with Left Brain Group with Lo Shabino, and became a Blonding specialist in NYC in 2022. I believe beauty rituals are self care and we all can find a piece of ourselves through ritual

What’s a lesson you had to unlearn and what’s the backstory?

The lesson that I had to unlearn is that I wasn’t “smart enough.” As a kid I took on the roll in my family as “the pretty one”. I exceled in communications, speaking to people, networking and I was an average student in school. I was told that I had my looks going for me at a very young age and I think that created a complex that I wasn’t “smart” and that academics weren’t for me. As an adult I slowly began to realize that this wasn’t true, and that I actually was very intelligent. and a good student. I even went as far as applying for a prestigious college later in life in a way to prove that to myself. Academia didn’t end up being the route that I took, But it did help me unwrite the story.

Can you tell us about a time you’ve had to pivot?

In October 2024 I was 6 months into a brand new brick and mortar business located in the Biltmore Village of Asheville, NC when hurricane Helene came and forever changed the landscape of my little town. My shop was completely flooded to the awnings and all contents were destroyed. It was a time where I had to think very fast and make decisions quickly. I lost employees but I thought very quickly and used my connections and resources to find a place to continue working out of. I was able to keep appointments, regardless of limited resources like water for the business to continue running. Although it was going to look a little different, I was able to pivot and get a great report from my accountant to finish the year strong.

Contact Info:

• Website: https://www.rusticritualbeauty.com
• Instagram: https://www.instagram.com/rustic_ritual_beauty
• Facebook: https://www.facebook.com/profile.php?id=61559231955040

Image Credits

Ellie Navaro