We recently connected with Cassi Casales and have shared our conversation below.

Alright, Cassi thanks for taking the time to share your stories and insights with us today. It’s easy to look at a business or industry as an outsider and assume it’s super profitable – but we’ve seen over and over again in our conversation with folks that most industries have factors that make profitability a challenge. What’s biggest challenge to profitability in your industry?

It’s easy to look at my profession as a bridal hair and makeup artist and assume that, because we’re in the wedding industry, we’re highly profitable. While success is certainly possible, cosmetology school doesn’t provide any business education, and we’re rarely taught what it takes to thrive once we’re licensed. This lack of business preparation is true for the entire beauty industry—whether it’s hair, nails, waxing, or facials. As a result, the average cosmetologist stays in the industry only about 3-5 years before moving on.

I believe a few major factors contribute to this turnover: limited education around profitability, managing cash flow, and understanding how to price services appropriately.

I see artists all the time asking each other what they “should” be charging. I was once one of them! I didn’t know what to charge or why. Many of us in the industry fall into the trap of discounting our services based on emotion—afraid to charge what we’re worth or raise prices when it’s time. We worry that clients might go elsewhere, and as a result, we end up underpaying ourselves. Often, we’re not taught how to factor in costs of goods, taxes, and rent or calculate our monthly expenses versus income with a profit margin.

The current Board of Cosmetology curriculum is, in my view, outdated and does a huge disservice to our industry.

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 first fell in love with makeup during the golden age of YouTube. I was maybe 12 or 13, just looking for something to watch after school, when I stumbled across Michelle Phan’s iconic Lady Gaga Bad Romance tutorial (currently sitting at over 56 million views). Watching her transform with makeup and a blonde wig felt like magic. I was instantly hooked, and soon all my free time was spent binging beauty content. Back then, I had no idea this fascination would lead me to a career as a beauty professional.

After high school, not knowing what direction to take, I turned to my old friend YouTube once again and searched “how to become a makeup artist.” Armed with Glassdoor’s average salary stats to reassure my mom, I discovered a cosmetology school just 15 minutes away. With my hair and makeup perfected, I walked into Capri Institute and signed up that very same day.

My early days in the beauty world weren’t easy. I worked at a blowout bar, drying hair for 12 hours a day; as a receptionist at a nail salon, answering calls and scheduling appointments; and at a makeup counter, selling lipstick for three months. Then, I found a salon that offered wedding services, introducing me to the world of bridal beauty.

Three years later—just five months before COVID changed everything—I launched Cassi Ramona Beauty, a bridal hair and makeup team serving brides across the Tri-State area. After navigating the challenges of COVID, learning the ups and downs of entrepreneurship, and rebranding to Reverie Beauty NYC, we’re ending 2024 as our first six-figure year in business.

I’m incredibly proud of my journey. As the first business owner in my family, stepping into self-employment has been both thrilling and challenging. Without college or formal business classes, I’ve learned everything by seeking it out myself. Every setback has led to deeper understanding, and every misstep has fueled growth. Being a successful Latina woman in business is a badge I wear with honor, and I can’t wait to see where this path takes me next.

Can you talk to us about how your side-hustle turned into something more.

When I first started working in a salon, I was focused on the usual—root touch-ups, trims, and other everyday services. Weddings were just a weekend gig if I was lucky enough to have a booking, and all my clients came either through the salon or my tiny Instagram following. In that first year, I only made $6,000. I had no idea how to grow my bridal side hustle, but as I worked more and kept posting on Instagram, people slowly began finding me. I knew I needed to step up my game, so I built my first website on Squarespace. It took countless attempts, but I finally landed on something I was proud of—even if inquiries trickled in slowly, and many times, I’d get ghosted.

Eventually, I joined a busier salon with a bigger volume of weddings. That experience pushed me to refine my skills and gave me more exposure. Less than a year in, the owner gave me an ultimatum: I could stay at the salon, or I could start booking my own weddings independently, but I couldn’t do both. Suddenly, I had to make a choice that felt huge and a terrifying. I knew the wedding industry was where I wanted to be, but was I ready?

I walked out of the salon, and Cassi Ramona Beauty was born out of both necessity and courage. I could have chosen the safety of staying behind in a salon—but instead, I bet on myself, and here we are!

Can you tell us about what’s worked well for you in terms of growing your clientele?

The most effective way I’ve grown my clientele is simple: exceptional customer service. It’s the foundation that has allowed me to build and boost revenue so quickly. People want not only a great service but also to feel valued. You can be the most skilled person in your field, but if clients don’t feel appreciated, it’s hard to grow.

In today’s economy, clients are intentional with their spending. They want their investment to feel personal and worthwhile. Remembering the small details, wishing them happy birthday, and bringing a warm, positive energy—that’s what keeps clients coming back and referring their friends.

Contact Info:

• Website: https://www.reveriebeautynyc.com
• Instagram: https://www.instagram.com/reveriebeauty.nyc/

Image Credits

Sam Shots Photo
Alaina Elizabeth Photo
Hibbe Edine Photo
Amy Rizzuto Photo