Alright – so today we’ve got the honor of introducing you to Christina Monteiro. We think you’ll enjoy our conversation, we’ve shared it below.

Christina, looking forward to hearing all of your stories today. What’s the backstory behind how you came up with the idea for your business?

Turning Tina’s Touch from an idea into reality took a lot of faith, patience, and hard work. The idea first came to me when I was in esthetics school at the Catherine Hinds Institute. I used to daydream about my future business — what I would name it, what it would look like, and what kind of experience I wanted to create. That’s where Tina’s Touch was born. The name represented exactly what I wanted my clients to feel: comfort, confidence, and genuine care.

After getting licensed in September 2019 and graduating that November, I jumped right into the industry. I always knew waxing was my thing, so I started working at European Wax Center to build my skills. It gave me a strong foundation, but after a while, I realized I wanted more. I didn’t want to feel like a robot or push clients into sales. I wanted to create a space that was personal, educational, and welcoming — a place where people felt comfortable and valued.

I had been saving for about two and a half years, and in October 2021, I decided to make it official by filing Tina’s Touch LLC. I told myself, “Even if I don’t have a space yet, I’m going to make this dream real on paper.” I started researching potential locations and, by April 2022, found a studio in Milton, Massachusetts. It was the perfect location — right between my hometown of Brockton and where I had been working in Boston.

When I first walked in, I couldn’t see the finished space yet, but I could see the vision. I pictured a mural of my logo on the wall and imagined every room, every shelf, every detail. It just felt meant to be. I signed the lease in April, got my keys on May 8th, 2022, and officially opened my doors on July 10th, 2022.

Those two months were non-stop. My cousins, brothers, friends, and I did almost everything ourselves — painting, patching holes, taking doors off hinges, installing sinks, putting up shelves, and even replacing the toilet. We brought Tina’s Touch to life with our own hands. We did hire a plumber and an artist to paint the mural, but everything else came straight from our family’s love, teamwork, and dedication.

By July, everything came together — and Tina’s Touch officially opened. From day one, it felt different. Clients weren’t just coming for a service; they were coming for an experience. They felt comfortable, cared for, and educated — exactly what I always wanted.

Now, looking at where Tina’s Touch is in 2025, it’s amazing to see how far we’ve come. The studio looks completely different from when we opened, and the growth has been incredible. Watching my business — my baby — evolve into what it is today and imagining where it’ll be five years from now just reminds me how worth it the journey was.

Christina, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My name is Christina Monteiro, and I’m the founder and licensed esthetician behind Tina’s Touch LLC in Milton, Massachusetts. I’ve been in the beauty industry for several years now, and what started as curiosity during my first wax turned into my true calling — helping people feel confident, comfortable, and cared for in their own skin.

Tina’s Touch is a full-service waxing and skincare studio that specializes in Brazilian and full-body waxing, customized facials, body treatments, and corrective skincare services. We also provide specialized treatments like vajacials, booty facials, chemical peels, and dermaplaning. My goal has always been to blend results-driven skincare with an experience that feels safe, educational, and empowering.

What sets Tina’s Touch apart is the atmosphere and the intention behind everything we do. I’ve built a space that feels personal and genuine — not like a rushed appointment or a sales pitch. My clients often say that coming to Tina’s Touch feels like catching up with a friend while getting pampered. I educate every client on how to care for their skin without overwhelming or pressuring them, because I believe self-care should feel like self-love, not a chore.

I’m most proud of the community we’ve built. Tina’s Touch started as a one-woman operation, and now it’s growing into a studio with a loyal clientele and a team-based vision. We’ve created a space that’s inclusive and comfortable for everyone — men, women, and first-timers alike. My mission is simple: to make people feel good from the inside out, to help them see that consistent care creates confidence, and to show that beauty is about how you feel, not just how you look.

In addition to the studio, I’m also the host of The Beauty Club Podcast — a space where beauty professionals can come together to talk about the real side of the industry: the passion, the pressure, and the purpose behind what we do. It’s my way of giving back to the community that shaped me.

At the end of the day, Tina’s Touch isn’t just about services — it’s about connection, comfort, and confidence. That’s the heart of my brand, and what I hope every person feels when they walk through our doors

Can you share a story from your journey that illustrates your resilience?

In the beginning, when my grandmother passed away in 2017, it changed everything for me. At the time, I was a full-time college student and working a retail job. After she passed, I remember thinking, there has to be more to life than this. I didn’t want to be stuck in retail forever, but I also couldn’t focus on school anymore. I felt stuck — in grief, in confusion, and in trying to figure out what my next step should be. Deep down, though, I knew I wanted to do something meaningful that would make her proud — and make me proud, too.

Eventually, I got a job at a bank and promised myself I’d take one year off to regroup. By the end of that year, I told myself it was time to move forward. In October 2018, I enrolled at the Catherine Hinds Institute of Esthetics. I worked from 7 a.m. to 5 p.m. every day, then went to school from 6 p.m. to 10 p.m., three nights a week. It wasn’t easy — I was exhausted, stressed, and constantly questioning if I could do it. But I reminded myself that this was my new beginning.

It’s hard explaining entrepreneurship to Cape Verdean parents who believe in the traditional path — go to college, get a stable job, and play it safe. But I knew the corporate world wasn’t for me. I wanted to create something of my own, something I could pour my heart into. I became licensed in 2019, and from there, I started saving every dollar I could.

When it came time to open Tina’s Touch, I had no investors, just determination. Even getting approved for funding was a challenge. I learned quickly that most banks won’t lend to new business owners, so I worked multiple jobs, budgeted everything, and put every dollar I had into this dream. There were jobs I got offered and didn’t even show up for, because my heart was already set on Tina’s Touch. Even when I was in debt and struggling, I told myself, as long as Tina’s Touch makes it, everything else will fall into place.

When I found my studio in Milton, it was game time. My cousins, brothers, and friends helped me renovate everything — we painted, patched holes, installed sinks and toilets, and made sure every detail represented my brand. It was long nights, early mornings, and a lot of trial and error, but we brought Tina’s Touch to life with our own hands.

Looking back now, every moment of struggle and doubt made me stronger. Tina’s Touch is literally built off resilience — blood, sweat, tears, and faith.

Now, in 2025, we’re celebrating three years in business, and it still feels surreal. There are times I sit back and think, wow, we really did this. And I’m praying we make it to five years and beyond — because they say if you can make it to five, you’re here to stay.

I’m so grateful I never gave up on myself or my dream. I’d bet on myself a hundred times over — and I’d do it again every single time.

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

The most effective strategy for growing my clientele has always been connection and personality. I’ve learned that clients don’t just come to you for a service — they come to you for you. From day one, I’ve focused on being authentic, relatable, and intentional in everything I do, whether it’s in person or online.

I post funny content and try to bring my personality into everything I create, because people gravitate toward what feels real. Clients want to feel like they know you — like they can laugh with you, relate to you, and trust you. When I started posting funny reels and stories on Instagram, Facebook, and TikTok, my engagement skyrocketed. People love to laugh, and humor breaks the ice, especially for first-time wax clients who might be nervous.

My next goal is to start mixing more educational content back in, because teaching people about skin and self-care is a big part of my brand. But I’ve learned that balance matters — showing personality keeps people interested, and showing knowledge keeps them invested.

Beyond social media, word of mouth and reviews have been huge for me. I used to offer incentives for reviews, but I stopped, because I want every testimonial to come from the heart. The best marketing is when a client tells their friend, “You have to go see Tina — she makes you feel so comfortable.”

What truly sets Tina’s Touch apart is the intention behind everything I do. From the products I choose, to the way I educate my clients, to the colors on the walls — my clients know it’s all me. Every detail reflects care, purpose, and thought. I pour my heart into this business, and I think that’s exactly why it continues to grow.

Contact Info:

• Website: https://tinastouchllc.com/
• Instagram: https://www.instagram.com/tinastouchllc/?hl=en
• Facebook: https://www.facebook.com/TinasTouch23/
• Other: https://podcasts.apple.com/us/podcast/the-beauty-club-podcast/id1838455311

Image Credits

Leila Ortiz, Wendy Varela Evora, Joraina Leite, Anay Baez