We caught up with the brilliant and insightful Hailee Smith a few weeks ago and have shared our conversation below.

Alright, Hailee thanks for taking the time to share your stories and insights with us today. So, let’s imagine that you were advising someone who wanted to start something similar to you and they asked you what you would do differently in the startup-process knowing what you know now. How would you respond?

If I were starting over today, one of the first things I’d do is hire a financial planner and bookkeeper. Three years into business, having these professionals in place has completely transformed the way I understand my numbers, make decisions, and plan for growth. In the beginning, I was trying to do it all myself, and while I managed, I now realize how much time and energy I could have saved by having experts handle the financial side from the start. It’s given me so much more confidence and control over my business, and I can’t recommend it enough to new entrepreneurs.

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’ve always been drawn to the beauty industry, but I didn’t realize early on that it would become my career. While I was in college, I started doing spray tans, and I loved the way it made people feel. It was more than just a quick service—it gave my clients a boost of confidence, and I saw firsthand how even a small change in appearance could make someone stand a little taller, smile a little bigger, and feel more like themselves. I kept wondering, How could I do more for someone? That question stuck with me.

At first, I followed the “traditional” path, earning my college degree and assuming I would figure things out later. But the idea of helping people feel confident never left me. Eventually, I realized I didn’t want to look back and wonder “what if,” so I decided to pursue esthetics sooner rather than later. That choice led me to opening Sunset Skin, where I specialize in event-ready skin—whether it’s for work, weddings, or just feeling your best every day.

How did you build your audience on social media?

I built my audience by being authentic, honest, and consistent in showing up for my clients—both online and in real life. From the beginning, I focused on sharing real experiences, real results, and real conversations about skincare. Instead of trying to create a “perfect” social media presence, I made sure my content reflected who I truly am and the values of Sunset Skin.

I shared client transformations, skincare education, and behind-the-scenes moments to help people understand not just what I do, but why I do it. I also made it a priority to engage with my audience, responding to comments, answering questions, and making social media an extension of the trust I build with my clients in the treatment room.

For anyone just starting out, my advice is simple:

1. Be yourself – Authenticity attracts the right audience.
2. Show up consistently – Even if you don’t post every day, stay active and engaged.
3. Educate and connect – People want to learn and feel heard, so focus on providing value.
4. Be patient – Growth takes time, but if you stay true to your brand and your mission, your audience will find you.

Social media isn’t just about marketing—it’s about building relationships, and that’s what has made all the difference for me.

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

My journey into full-time entrepreneurship started with mobile spray tanning. I was working around people’s busy schedules, offering tans before and after work, and quickly realized—there was a real demand. People were looking for safer self-tanning alternatives, and I truly enjoyed the process of helping them feel more confident.

As I grew, I focused on networking within local St. Louis groups and connecting with wedding planners, who became an incredible source of referrals. Brides, wedding parties, and event-goers were looking for natural, flawless tans, and from there, word-of-mouth took off. Amazing clients started referring their friends, and my business organically expanded.

On my first day as a fully self-employed business owner, I had 12 clients booked back to back, and that was the moment I knew this was more than just a side hustle—it was my future. From there, I kept building, adding customized skincare services, facials, microneedling, waxing, and spray tanning, which led to the creation of Sunset Skin.

Looking back, it all started with showing up, building connections, and providing a service people genuinely loved to share—and that’s what continues to fuel my business today.

Contact Info:

• Website: https://visitsunsetskin.com
• Instagram: sunsetskin.stl
• Facebook: https://www.facebook.com/sunlesstans.byhailee/
• Linkedin: https://www.linkedin.com/in/hailee-smith-660aa714b

Image Credits

Photos by Mariah Ray Photo