We’re excited to introduce you to the always interesting and insightful Cathy White. We hope you’ll enjoy our conversation with CATHY below.

CATHY , thanks for taking the time to share your stories with us today Along with taking care of clients, taking care of our team is one of the most important things we can do as leaders. Looking back on your journey, did you have a boss that was really great? Maybe you can tell us about that boss and what made them a wonderful person to work for?

Before stepping into the beauty industry, I had the privilege of working in the automotive industry under a mentor who completely changed the way I viewed business and leadership. He wasn’t a typical success story. He never finished high school or went to college but I watched him turn his passion into a multi-million dollar company.

What set him apart wasn’t just his knowledge; it was the way he connected with people. At car shows, he didn’t push products like a salesman—he became their best teacher. He would ask potential customers thoughtful questions, genuinely trying to understand their needs before offering a solution. He wasn’t just selling; he was educating. People gravitated towards him, eager to listen and learn as he shared insights on how to build their cars.

Watching him taught me one of the most valuable lessons in business: when you lead with education and truly care about helping people, trust and sales naturally follow. That mindset has shaped the way I approach my own industry, and it’s a lesson I carry with me every day.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I entered the lash industry in 2019 as a hobby, never expecting it to turn into a full-time career. At the time, I was working 12-hour shifts as an Operations Manager, but I would come home excited to lash until midnight. My job involved scaling company growth, so I had a strong background in marketing, sales, and inventory management- skills that would later help me build my own business.

As I fell in love with lashing, I quickly realized that I only needed a certain number of clients to match my salary. That’s when I knew I wanted to do more than just provide lash services—I wanted to offer products and education to help other lash artists grow. When COVID hit, my shifts were cut, giving me the time to research the gaps in the industry and develop my own line of lash products. That’s when The Lash Co. was born.

With my background in e-commerce, I was able to launch my brand across multiple platforms with ease. At the time, there weren’t many in-depth lash trainings available, so I attended every course I could to learn from the best. Soon after, I launched my own lash trainings using the products I had developed. As demand grew, my business took off, and I made the leap to leave my corporate job.

One of my proudest achievements was becoming the first to open a lash supply store in Southern California that wasn’t just a place to shop- it was a place for education. I wanted lash artists to walk in, ask questions, and truly understand the products they were using. For the past three years, The Lash Co. has been a trusted resource for both new and experienced lash artists, and we’ve built a supportive community that continues to grow.

Since then, my passion for creating spaces that uplift other beauty professionals has expanded beyond The Lash Co. I opened The Hive Beauty Collective, a salon suite that is now home to 12 estheticians, providing them with a safe and supportive environment to grow their businesses. When the coffee shop next door closed, my best friend and I saw an opportunity to further build our community, so we purchased it and opened Sugar and Spice Café. Through this, I’ve been able to expand my reach beyond the beauty industry, creating a welcoming space for the Santa Fe Springs community and neighboring cities.

At my core, I believe in empowering others, fostering community, and providing real education. Whether through my lash products, trainings, or business ventures, my goal is always to help others succeed. I love seeing lash artists gain confidence in their craft, small business owners thrive, and local communities come together. That’s what drives me every day.

Let’s talk M&A – we’d love to hear your about your experience with buying businesses.

We purchased the coffee shop next to my stores because I saw it as a great opportunity. The shop already had its own customer base, and I assumed that the foot traffic from The Hive Beauty Collective (my salon suites) and The Lash Co. (my lash supply store) would be enough to keep it thriving.

However, I quickly learned that buying a business, especially in an industry I knew nothing about, came with unexpected challenges. I thought we could simply rebrand, source better coffee beans, and open under a new name. What I didn’t anticipate was that the previous owners had been operating incorrectly, and as a result, we had to navigate unexpected permits, approvals, and even construction just to bring the business up to standard. What was supposed to be a quick transition turned into a year-long, costly process, draining more resources than we originally planned.

Losing that momentum was tough, and it has taken time to rebuild our connection with the community. But despite the challenges, I’m grateful for the experience. It was an expensive but invaluable lesson that taught me to be more thorough when acquiring a business. Now, I approach new opportunities with a sharper eye, ensuring that I understand the full scope before diving in. This experience has made me a more careful and thoughtful business owner, and I take those lessons with me in every decision moving forward.

We’d love to hear the story of how you built up your social media audience?

Id like to think that I built my audience on social media by being authentic, transparent, and generous with my knowledge. From the beginning, I have never held back on education, I always provided valuable insights and tips, even to those who didn’t sign up for my trainings. My goal was always to offer real value, not just sell a service or product.

In an era where social media often highlights only the glamorous side of entrepreneurship, I made it a point to show the reality of running a business—the wins, the struggles, and everything in between. That honesty helped me connect with my audience on a deeper level, building trust and long-term engagement. This also includes the struggles between juggling a business and your personal life. I think my audience was really able to connect with that and they have become my biggest supporters.

For those just starting out, my biggest advice is to be consistent, provide value, and stay true to yourself. Instead of just promoting your business, focus on educating, inspiring, or entertaining your audience. People are drawn to authenticity, so don’t be afraid to share your journey. Over time, that genuine connection will help you grow an engaged and loyal community.

Contact Info:

• Website: shoplashco.com, cafesugarandspice.com, learnlashco.com, lashartistbox.com
• Instagram: @shoplashco, @sugarspice.cafe, @lashco.cathy, @lashco.academy, @lashartistbox, @thehive.la