We recently connected with Johanna Scheel and have shared our conversation below.

Alright, Johanna thanks for taking the time to share your stories and insights with us today. Is there a heartwarming story from your career that you look back on?

A Mother-Daughter Duo Connecting Beauty with Heart Our Story: An Unexpected Journey to XOJO Beauty

If you had told us a few years ago that we’d be running a beauty studio together, we probably would’ve laughed. We didn’t plan this path—but looking back, every twist in our journey brought us exactly where we were meant to be.

I (Johanna) spent over two decades deep in the world of corporate Customer Relations, while my daughter Kimberly was just starting to explore life after high school. She enrolled in cosmetology school, and I cheered her on—secretly thrilled that I’d finally have my very own hairstylist at home!

Kimberly dived into salon life right away, trying out different spaces, but something always felt off. Her heart kept pulling her back to nannying, where she felt purpose and joy. She’s always had a gift with children—she just radiates care and connection.

Meanwhile, after 23+ years of the same corporate grind, I was starting to feel stuck. Then, a friend casually mentioned she was bored and thinking about beauty school, and asked if I’d go with her. I surprised even myself by saying yes. I didn’t know it yet, but that “why not?” was about to change my life.

From Burnout to Lashes
One lash course later—I was hooked. I loved everything about it. I practiced nonstop, with Kim as my go-to model. Eventually, I taught her what I was learning, and just like that, we became a lash-obsessed mother-daughter duo.

My first solo business in Camarillo, Fresh Face Diva, was where I began finding my rhythm and building a loyal following. But deep down, I was dreaming of something more—a place of my own, with soul and style, where beauty meets heart.

Kim, still loving her work with kids, slowly found herself falling back in love with beauty. She started her own business, The Homegirl Kim, and opened her private suite in Thousand Oaks.

Through the Storms, We Found Home
We navigated the chaos of COVID together—temporary closures, unexpected pivots, and yes, a little undercover lashing (shhh!). But even in the hardest moments, we never lost our spark. We leaned on each other, stayed passionate, and kept growing.

Eventually, we landed in our forever home: XOJO Beauty, tucked into Village at The Park in Camarillo. It’s more than a studio—it’s a reflection of our bond, our resilience, and our belief that beauty should feel like love.

At XOJO, we don’t just enhance lashes and brows—we celebrate confidence, connection, and self-love. It’s where heart and hustle meet. And we couldn’t be more proud to do it, side by side.

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?

Hi there! I’m Johanna Scheel, founder of XOJO Beauty—a beauty studio where lashes, brows, and confidence get a major glow-up.

I didn’t set out to be a beauty entrepreneur. For over 20 years, I worked in corporate Customer Relations—leading teams, managing clients, and navigating high-pressure environments. But after a layoff and a well-timed nudge from a friend, I found myself saying yes to beauty school… and everything changed.

I took my first eyelash extension course and instantly fell in love with the artistry. I realized this wasn’t just about beauty—it was about helping women feel seen, confident, and radiant in their own skin. I practiced relentlessly (thanks to my daughter Kim for being my forever lash model!) and launched my first business, Fresh Face Diva, right here in Camarillo.

That little business quickly grew into something much bigger—XOJO Beauty. Named as a play on “XOXO” with my nickname “JO,” XOJO is my love letter to every woman who’s ever wanted to wake up and feel effortlessly beautiful.

At XOJO Beauty, we specialize in:

Lash Extensions (customized to look natural or glam)
Lash Lifts & Brow Lamination
Brow Shaping & Tinting
Skin Care & Facials
Permanent Jewelry & Hair Tinsels (our sparkly new favorites!)
Special Event Pop-Ups and Girls’ Night Out-style experiences
But what we really do is solve beauty stress.
Our clients are busy professionals, moms, and women who are constantly on the go. They come to us because they want to wake up looking put together, save time on their morning routines, and feel confident without having to try so hard. We help them ditch the mascara, tame those stubborn grays in their brows, and bring back the volume and shape they may have lost with age.

What sets us apart?
Honestly, it’s heart. XOJO is a warm, welcoming space where you’ll be treated like family. We don’t rush. We listen. We customize every service to your features, lifestyle, and vibe—because beauty should never feel one-size-fits-all. Our clients often tell us they leave feeling not just more beautiful, but more themselves. And that means everything to us.

I’m most proud of building a business that’s personal.
It’s Immigrant-owned, Latina-owned, mother-daughter built, and rooted in community. We’ve grown not from fancy ads or flashy influencers, but from genuine word-of-mouth, repeat clients, and those magical moments when someone looks in the mirror and says, “Wow. I didn’t think I could look like this.”

If you’re new to XOJO Beauty, here’s what I want you to know:
We see you. We understand how life can take a toll on your confidence and your time. And we’re here to make your beauty routine easier, your mornings brighter, and your reflection a little more joyful.

Come for the lashes and brows—stay for the glow-up inside and out. 💕

Training and knowledge matter of course, but beyond that what do you think matters most in terms of succeeding in your field?

Honestly? It’s not just about the skills—it’s about the experience you give your clients.

Of course, training and education matter. You absolutely need the technical knowledge to deliver safe, beautiful, consistent results. But in my experience, the thing that truly creates longevity and loyalty in this industry is how you treat people.

Before I ever picked up a pair of tweezers, I spent 23 years in Customer Relations—and I brought that mindset with me into beauty. I truly believe great customer service will take you further than any fancy certificate ever could.

Clients remember how they were greeted, if they felt listened to, how easy it was to book, how clean and calming your space was, how you handled a mistake or a delay, and whether they felt appreciated after they walked out the door.

This industry is about connection. You’re literally working face-to-face with someone, often while they’re sharing personal things—so making them feel safe, seen, and valued is everything. I’ve learned that being professional, kind, responsive, and honest creates trust. And that trust? That’s what builds a business.

So if you’re starting out, of course invest in quality education—but never underestimate the power of:

Prompt communication
Clear policies that are fair but firm
A warm, welcoming atmosphere
Going the extra mile when it really counts
In the end, clients come for the service, but they stay for the relationship.

Do you think you’d choose a different profession or specialty if you were starting now?

Absolutely—I’d choose this path again in a heartbeat.

It’s a complete 180 from my corporate life, where most of my day was spent fielding complaints, calming upset customers, and solving problems under pressure. I was good at it, but it drained me. I rarely got to see the positive impact of my work.

In the beauty industry, it’s the exact opposite. Every day, I get to witness transformations—not just in how my clients look, but how they feel. I get to see someone walk in feeling tired, self-conscious, or a little “meh”… and leave glowing, smiling, and saying, “I feel like myself again.” That never gets old.

The relationships I’ve built with my clients are some of the most meaningful of my life. Some have been with me since the very beginning, and I’ve been lucky enough to be part of their milestones—weddings, baby showers, vacations, career shifts, healing journeys. I don’t take that for granted.

It’s also incredibly rewarding to now be mentoring and growing something bigger than just me. Watching my daughter Kimberly step into her own beauty business, and seeing XOJO become a place where women feel celebrated and cared for—there’s no greater gift.

So yes, I would absolutely do it all over again—only sooner if I could. 💕

Contact Info:

• Website: xojobeauty.com
• Instagram: @xojobeauty
• Facebook: XOJO Beauty
• Yelp: XOJO Beauty
• Other: TikTok; xojobeauty

Image Credits
Susan Scheel, The Otus Media & us