We were lucky to catch up with Cecilia Moron recently and have shared our conversation below.

Cecilia, looking forward to hearing all of your stories today. Folks often look at a successful business and imagine it was an overnight success, but from what we’ve seen this is often far from the truth. We’d love to hear your scaling up story – walk us through how you grew over time – what were some of the big things you had to do to grow and what was that scaling up journey like?

From the moment I began my journey as an aesthetician I had great aspirations for Cici Skincare. I knew that I would not be working in the industry as a solo aesthetician for a very long time, and that I would be embarking on my own business venture. I began learning from the best professionals in the field, while simultaneously building a rapport with my clients. Being one hundred percent clear of my goals from the beginning allowed me to have a clear check list of all the things that needed to happen before I could venture out on my own. Once I felt I had a solid support system in place I decided to take a leap of faith and rent out my first place. I decided to play it safe and rent out a small room inside of a beauty salon in my neighborhood. This new suburban location was not near my last place of employment, nonetheless, many of my girls followed me to this new location and it reassured me that I was on the right path. I quickly realized that I was outgrowing this small room at a faster pace than I had calculated so it was time to evolve once more. I knew expansion was in the books but I wanted to be certain that my business plan would be foolproof. I decided to once again move out to another location, this time renting a bigger room from a health and wellness clinic. This place had great practitioners whose mission aligned with mine. I also got to experience the business aspect of a well organized office, and the importance of having a strong team behind you. Throughout this time I also focused on growing my social media presence, my clientele and I continued to seek out knowledge on my Feld through seminars, trainings, and certifications. That’s the thing about aesthetics, it is constantly evolving so you have to evolve with it. Once more I found myself in a position of wanting more, so that’s what I set out to do. I started looking for a bigger space, and looking to build my own team. After a while of looking for the perfect location, everything clicked. I felt ready to venture out onto my own space, with multiple rooms that would employ other professionals. My social media presence allowed me to scale out and attract new clients, allowing my employees to grow alongside me. I also started working with bigger and more exclusive brands. This was a great accomplishment that really solidified my decisions as an esthetician and a business owner. Today Cici Skincare continues to strive for more, we continue to grow our team and are always looking for business partnerships and opportunities to expand and grow through the process.

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?

My name is Cecilia, but everyone calls me Cici. I have worked in the beauty industry since 2015 as an aesthetician. When I moved to Miami I went to university and picked a career that was completely unrelated to what I do today. I did so to appease my immigrant parents that believe there are a handful of career options that will determine your future success. Once I graduated I got a good position working at a bank, but I did not feel passionate about my job. I decided to quit my job and pursue a completely different route. I always found myself drawn to all things beauty; make up, hair, skincare you name it, but what I was mostly drawn to was curing acne and anti-aging treatments.. I took matters into my own hands and enrolled into a full time aesthetician program. After graduation I began working for a big beauty corporation to get enough experience in the field, but I always knew that one day I would be my own boss. Some things truly never change, today I am still fascinated by all things anti-aging and acne related. I am constantly seeking new knowledge and technology on these topics as they are ever-evolving. That is one of the things that I love about this field, it pushes you to learn, grow, and evolve. If you don’t you risk staying behind and having less than average results. At Cici Skincare we strive towards result driven treatments, that is the reason we constantly seek new science and technology; to provide our clients with the best possible experience and results.

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

The most effective strategy when it comes to growing our clientele is being adaptable. One tool that has been really effective at growing our platform and attracting a younger and new demographic has been social media. The key is to constantly put out relatable and light hearted content that resonates with your audience. Since we are skincare providers we also create educational content that is easy to follow. There is a surplus of content out there but by targeting a specific niche and creating an online relationship with your followers you generate views, likes and ultimately grow your platform. Most of our new, younger clientele can book directly from instagram, or Facebook which is an added plus as it makes our business accessible to everyone. When it comes to the retail aspect social media platforms are also extremely helpful at helping us promote our products. I personally document my step by step skincare regimen in real time, explaining the benefits of each item I use. This digital interaction feels very intimate; my goal is to be your digital skincare bestie that gives you all the resources for glowing and youthful looking skin. Being active on platforms like TikTok, instagram, Facebook etc.. is a lot more demanding than anticipated. It is a full time endeavor that takes time and patience. Yet the ability to create a community and have a platform is definitely worth the effort. In addition, adopting these marketing strategies has been an effective part of growing our clientele and increasing our sales and revenue.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

Reputation within the skincare community is of the utmost importance. I have been blessed to have amazingly loyal clients, that have done a lot of positive PR for my business and I. At the start of my journey as an aesthetician, I was able to grow my practice through word of mouth recommendations. Many of my clients have been with me from the start, and due to high customer satisfaction they have recommended my services to their families, coworkers and friends. I have also been able to build my reputation as an effective aesthetician by providing results driven treatments. When it comes to skin before and after photos are important to show the progress that clients make, specially when it comes to acne. I’ve had clients that see dermatologists that have been so impressed by the progress that our clients make that now they refer their acne patients to us. It is very encouraging to have the support of other skincare professionals, for which I am eternally grateful.

Contact Info:

• Website: https://ciciskincare.com
• Instagram: @ciciskincaremiami
• Facebook: https://www.facebook.com/ciciemskincare/

Image Credits
@animalconbarba.