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

Erin , looking forward to hearing all of your stories today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

The story behind my mission—and what I am cultivating and continuing to grow here at Hjem Aesthetics—comes from deeply personal experiences that have shaped who I am as both a person and a provider.

Growing up as a young girl, I faced the impossible beauty standards that so many of us are surrounded by. I experienced moments of being bullied, being made fun of, and feeling like I didn’t fit in. I saw firsthand how these experiences impacted not only myself but others around me, and the lasting effects they can have on self-esteem and identity.

Fast forward to my career as a nurse and nurse practitioner working in the aesthetics and plastic surgery industry, and I often found myself in similar places of feeling like I didn’t belong—whether it was that my personality didn’t fit or my appearance didn’t align with certain expectations. Yet, as I grew older and stepped into the woman I am today, I found a new confidence and purpose that coincided with my leap into entrepreneurship and the opening of my own aesthetic clinic.

These life experiences have been pivotal in shaping my mission: to create a space where aesthetics is for everyone. At Hjem Aesthetics, I strive to go against the grain and challenge the idea that beauty requires conformity. Here, the focus isn’t about changing who you are but about enhancing and celebrating it.

A significant component of what we do here is truly listening to the patient. There have been times when someone sits down in my chair after experiencing something incredibly traumatic, wanting to change something about their appearance in hopes that it might make them feel better. In those moments, I’ve had to have hard, honest conversations to help them see that this might not be the right time or the right reason for treatment. This work goes so much deeper than erasing a wrinkle or smoothing out skin—it’s about carrying people through challenging seasons of their lives, holding their hand and their heart, and being a voice of reason when they need it most.

Our approach is rooted in ethics, education, and responsibility. We are here not to push impossible beauty standards or take advantage of vulnerabilities, but to support, guide, and uplift every patient in a way that feels right for them. Sometimes, that means saying “not now,” because it’s what’s best for the person in front of me.

Simply put, my mission is this: Every person is beautiful as they are. Treatments don’t need to change who you are, but if they help you feel better, stronger, or more confident, then there is nothing wrong with that. My team and I are here to walk alongside you, supporting whatever your journey looks like while holding firm to high ethical standards, medical professionalism, and deep understanding.

We want to help you see the beauty in yourself that we already see in you. Whether it’s through a small treatment or simply holding space for you during difficult times, we are here for you—beyond Botox, beyond filler, and beyond aesthetics. This is about caring for you as a whole person.

At Hjem Aesthetics, you are welcomed, you are heard, and you are valued. This is the foundation of our mission, and it’s what we will always stand for.

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 journey into aesthetics was completely unexpected. I graduated nursing school in 2011 and, like many new nurses, struggled to find a hospital job without prior experience. That’s when I began my career at a laser clinic, performing laser hair removal. While it wasn’t the path I had envisioned, it opened my eyes to the world of medical aesthetics, and I quickly fell in love with it.

From there, life took me all over the country. I met my husband, and together we moved to Virginia, North Carolina, San Diego, and Los Angeles. Along the way, I expanded my knowledge and skills, eventually working alongside plastic surgeons and gaining extensive experience in both the non-invasive and surgical sides of the aesthetic field. Over the past 14 years, I’ve worked with a wide variety of treatments, including:

• Laser procedures (hair removal, resurfacing, vein treatments)
• Cosmetic injectables (neurotoxins, hyaluronic acid fillers, biostimulators)
• Radiofrequency microneedling, chemical peels, and skin rejuvenation treatments

Currently, in addition to operating my own practice in Minnesota, I work for a well-respected plastic surgeon in Los Angeles, which keeps me closely connected to some of the most cutting-edge practices and professionals in the industry.

What Sets Hjem Aesthetics Apart

At Hjem Aesthetics, located in Minneapolis, Minnesota, I’ve brought my years of experience and national exposure back home to create a practice that reflects my core values:

• Natural outcomes that honor each patient’s individuality.
• A science-based approach backed by education, expertise, and safety.
• A strong focus on medical professionalism and the highest standards of care.

I’ve cultivated a community-focused environment that welcomes everyone. I believe deeply in building relationships—not only with my patients but within the broader aesthetic community. I lean on colleagues and providers across the country, learning and growing alongside some of the best in the industry to ensure that I am always bringing cutting-edge knowledge and perspective to my practice.

Here at Hjem Aesthetics, our treatments are entirely patient-centered. We offer a variety of non-invasive cosmetic medical treatments, including:

• Microneedling
• Chemical peels
• Hyaluronic acid fillers
• Neurotoxins
• And we’re continuing to grow, with plans to bring in new treatments in 2025.

What truly sets us apart is our approach to care. We partner with our patients, building customized treatment plans that align with their goals and vision. Every decision prioritizes natural, subtle enhancements that keep patients looking like themselves—just refreshed and elevated in a way that is true to who they are.

This is a space of no judgment, positivity, and kindness. I take immense pride in creating an environment where patients feel safe, supported, and valued. My team, carefully selected for their skills and values, shares this same vision. They are among the best of the best in their field, continually investing in their education and growth to ensure they are providing the highest level of care.

At Hjem Aesthetics, we’re not just delivering treatments; we’re building long-term relationships and creating a positive, supportive experience for everyone who walks through our doors. Our work is more than skin-deep—it’s about being there for our patients in meaningful ways, whether that’s celebrating their confidence or guiding them with compassion through challenging times.

This is the heart of my mission: to help people see and celebrate the beauty in themselves, while moving forward with ethics, education, and understanding at the forefront of everything we do.

How did you build your audience on social media?

For me, building an audience on social media really started to shift when I stopped trying to do what everyone else was doing and instead leaned into who I truly am. Once I recognized my own self-confidence and started sharing genuine, authentic content—bits of my personal life, my professional journey, and my real personality—that’s when I felt the strongest connection to people online.

I also made a conscious decision to create a positive space on my platforms. I cut out anything negative—whether that’s content I share or consume—and have maintained a zero-tolerance approach for negativity. Social media for me is about building community, learning from others, and connecting in a meaningful way. I don’t have time for anything that doesn’t align with that.

One thing I prioritize is connection. I recognize that the people who follow me make a choice to do so; they’re invested in what I’m sharing, whether it’s my day-to-day life or my professional work. I respect that, and I make it a priority to be responsive and present when people reach out. It’s important to remember that there’s another person on the other side of that screen, and that mutual respect is something I value deeply. I think people feel that genuine connection, and it’s helped me not just build an audience, but build an amazing community where we can support each other—whether they need something from me or I need something from them.

This growth hasn’t happened overnight. It’s been a slow, steady journey over the past seven years to reach where I am today—12.6k followers. While that number might seem small in comparison to others, I take pride in knowing that my audience is made up of real, engaged people who are here because they care about what I’m sharing. For me, that’s far more meaningful than the numbers.

That said, it hasn’t been without its challenges. Setting boundaries has been crucial, especially to ensure I’m present for my family and able to balance my personal and professional life. It took time to figure out, but that balance has been key to sustaining this journey in a healthy, intentional way.

If I had to summarize what’s helped me succeed, I’d say it’s the ability to translate through the screen that I’m a real person who truly cares about the people following me. I value connection, I prioritize respect, and I stay true to who I am. That authenticity has been the foundation of everything I’ve built—and it’s what continues to keep my community strong.

Can you talk to us about how you funded your business?

Starting my business financially came down to one simple thing: hard work and saving every dime I earned. I didn’t have a business partner, a large investor, or a big small business loan. I used the money I had saved over the years and put it right back into my business—and I still continue to do that today.

For years, I worked tirelessly in this industry, learning everything I could while building a solid reputation. I paid close attention to what worked, what didn’t, and how businesses succeeded—or failed. I made it a priority to treat patients with respect, to listen to them, and to deliver results that earned their trust. Over the course of 14 years, I built a foundation of experience and confidence that eventually led me to take the leap into entrepreneurship.

That decision wasn’t easy. It was a huge financial risk for my family and me to invest the money I had earned into something with no guarantees. But once I committed, I put my head down and worked harder than I ever have. I’ve been cautious with my spending, but I also prioritize investing in what I value most:

• My staff: Continuing education and growth are critical to providing excellent care.
• The experience: From branding to small details like the toilet paper being nice—I want patients to feel valued from the moment they walk in.
• The space: A beautiful, welcoming environment where patients feel comfortable and cared for.

Starting slow was key. I made intentional decisions that, looking back, turned out to be the right ones. I began in a one-room suite with low overhead and minimal commitment. I didn’t immediately bring in skincare or add unnecessary expenses. Instead, I paid attention to the business’s growth trajectory and let that guide my decisions.

Here’s how I grew:

• After the first room, I expanded to a second room, then a third room, all while keeping overhead low.
• I operated out of a shared rental space and grew at a pace that was strategic and financially sustainable.
• I resisted the urge to jump into a large space or overspend too quickly, which helped me build a financial safety net that allowed the business to grow organically.

I also made it a habit to squirrel away money whenever possible. Running a business can come with unexpected challenges, and having a cushion has been essential to supporting the practice during any slower periods or transitions.

In short, I built Hjem Aesthetics with my own money, my own hard work, and a whole lot of determination. I took my time, grew intentionally, and stayed true to my values. That slow, steady approach allowed me to build something sustainable, focused, and true to what I wanted to offer my patients.

I’m proud of what we’ve created here, and I continue to reinvest in the business—whether it’s improving the patient experience, expanding services, or growing my team. It’s been a long road, but it’s one that has been worth every step.

Contact Info:

• Website: https://Www.hjemaesthetics.com
• Instagram: Np_erin

Image Credits

Judith Kostroski
Rachel McElmury