We recently connected with Isabella Roversi and have shared our conversation below.

Isabella , thanks for taking the time to share your stories with us today We’d love to start by getting your thoughts on what you are seeing as some the biggest trends emerging in your industry

Beauty, as an industry, is known for always having trends that come and go. However, one that I do believe is here to stay, is the resurgence of permanent makeup. It has very early beginnings that can be traced back to very early civilizations like the Egyptians, yet the concept of “tatooing” makeup features such as eyebrows, eyes, and lips is newer and one that is really taking off – fast. This is a trend that I have personally not only fallen in love with but also become very passionate about.

The trend emerged from the desire for convenience and log lasting beauty. As a busy wife, mom, entrepreneur who is always trying to use her time wisely but doesn’t want to compromise on style, permanent makeup offered a lasting solution. We specialize in eyebrows at my salon and we were seeing a high number of clients who had to resort to henna, tinting, daily makeup routines to get the look they wanted. A lot of them whereas age — few hair in eyebrows–, or they simply don’t know how to apply their makeup properly were frustrated at the constant maintenance. Lipstick have always been an issue with us women: constant re-application and summer throws another wrench into an already annoying situation as makeup melts. Permanent makeup truly solves all of it. It is a flawless look 24/7. As soon as we would show the mirror to our clients after finishing their microblading, lip blushing, or brow shading the look of amazement and excitement was there. We right away started getting referrals, people send us their friends, daughters, sisters. It is a game changer.

The concerns with this trend are always the skill level and hygiene of the artists. We have had people come in with botched jobs. The risk of dissatisfaction is there, undoing this work requires a laser procedure or waiting out the time for the pigment to fade, but that is usually a couple of years. On the flip side, the industry presents opportunities for skilled artists to cater to a growing market, offering personalized and precise cosmetic enhancements.

Isabella , 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?

I am originally from Venezuela and I got into this business by fate 11 years ago. I was formally trained as an architect so I have a good eye for esthetics, proportions, and order. I have always loved working with people and found it intriguing to be able to lift others through my work. When people feel good about themselves they show up differently for others and for themselves. It is a gift.

What I discovered was in the beauty industry there was a gap, services were usually very highly priced, leaving out many or not allowing clients to come back regularly for maintenance to be able to truly see the results they were after.

We provide everything beauty: from lashes, facial or body hair removal, facials, tinting and of course… Permanent makeup services. Whatever you need, we have and we work with all different budgets. Beauty and feeling good should not be exclusive, but for all.

One of the things I feel most proud about is the team of professionals we have, they are truly masters of their craft but in addition loving, caring, good listeners and honest about what we are able to deliver.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

Oh what a great question! Without a doubt being a perfectionist. Back when I was an employee and my boss to be would ask me to list an asset during the interview process, I would always mention being a perfectionist. Because, who doesn’t like things to be perfect right?

When I started my own business almost 11 years ago, I set out to do everything perfectly. I worked like a beast: 7 days a week 12-14 hours day. At the time I had an almost 3 year old too. It was so hard and quite frankly unattainable. I did this for a year and then cut down to working 6 days a week for another full year. I remember the first time I came home for dinner at the right time. It felt luxurious. Then, I suffered from severe burnout which lasted a very long time, months which turn into a couple of years. Suffered from depression and the business wasn’t necessarily doing better. What I realized was that I needed to be well in order to be able to show up for business, but most importantly for my family, and for life. So here’s the lesson : “Don’t let perfection get in the way of good enough”. The proposition here isn’t to strive for mediocrity no, that isn’t what I am saying. What I’m saying is, give it your best and then find peace knowing that is exactly what you did. You can always fine tune things. Live your life, and everything around you will be better off, including you. Perfectionism isn’t an asset, it can be if used properly, but don’t let it rule your life. The only way to be, is perfectly imperfect.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

Last year I took a chance on myself and applied on the spot to an entrepreneurial program offered by Goldman Sachs and facilitated by Babson College called 10K Small Business. It truly changed by business, my vision, and and my approach.

The program is an MBA on steroids where you dissect your business and explore different growth opportunities. You are matched with a business advisor who guides your exploration but doesn’t do it for you. You go through different modules: HR, marketing, finances, you name it and you write a growth plan for your business and how you plan on executing it after graduation. I was part of the national cohort so our studies culminated in a one week visit to Goldman Sachs headquarters where we pitched our growth plans to our peers as well as some Goldman execs and we received feedback on it.

The program drastically changed my approach on how I do business, but best of all gave me the tools to execute. It opened my eyes to so many possibilities and I was lucky enough to meet so many other business owners across all industries. Their feedback has been life altering. More so, I was recently selected as one of their program brand ambassador. I can’t wait to see what more I can learn and as always give back.

If you are a small business owner reading this, consider this your sign. Apply, take a chance on yourself. The program is 100% free (including the week in NYC). You can love me later.

Contact Info:

• Website: https://emlashbeauty.com
• Instagram: @emlash_lynn
• Facebook: https://www.facebook.com/EmLashLynn
• Linkedin: https://www.linkedin.com/in/isabellar
• Youtube: @EmLashBeauty

Image Credits

Moritz Photography , Isabella Roversi