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

Kelly, thanks for joining us, excited to have you contributing your stories and insights. It’s always helpful to hear about times when someone’s had to take a risk – how did they think through the decision, why did they take the risk, and what ended up happening. We’d love to hear about a risk you’ve taken.

It was January 2021 and I had been an Aesthetician for nearly 5 years. I had a stable job with a great employer, and full client books at a wonderful skincare studio in the Minneapolis, MN area. I was making a difference in people's lives through their skin and had created incredible relationships with my
clients throughout my years there. In addition to everything, I was also able to consistently provide the amount of income necessary for my family. My husband and I had relocated 1.5 years ago in 2019, from Minneapolis, MN to River Falls, WI. We left the city to seek a more peaceful lifestyle and ended up on 6 acres in the country. I continued to make the 45-60 minute commute to work. We then welcomed our first son, Bjorn, in April 2020. By January of 2021 I knew that I wanted to work closer to home. Opening my own business would allow me to continue treating clients the way I enjoyed and to cut down on
commute time. These were two HUGE pros for me and my family. However, there were so many potential cons and fears as well. My biggest fear being – what if I cannot provide the necessary income for my family each month? After much debate, I decided to take the risk and my business was registered in May of 2021. I began taking clients in my own space less than 15 minutes from home, on July 1, 2021. I was fortunate enough to retain a large percentage of my clientele and through work on marketing and social media, I also gained the new local clients needed to keep my books full. I was able to provide what was needed for my family, care for my clients, and create my own schedule. At the end of the day, everything happens for a reason, and I believe that with determination and passion, most risks are worth taking. After all life is too short!

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 background and context?

Almost 11 years ago, I moved from rural Wisconsin to New York City to pursue an education in the Fashion Industry. Shortly after moving, I started seeing an Aesthetician regularly. I had struggled with acne as a teenager and found that nothing truly worked to clear my skin. Come my early 20’s I was left
with lingering texture and discoloration which caused me to hide behind makeup daily. I was ready to commit to the journey of healthy skin via a licensed professional. I did just that and it changed my skin and my life completely.

I completed my Bachelor of Fine Arts degree and accepted a job offer within corporate retail in the Minneapolis, MN area. After trying my hand in the corporate world in buying and product development areas I was left feeling unfulfilled and turned off by the extreme stress and hours surrounding the nature
of the industry. I knew what I wanted to do next and that was to become an Aesthetician and to help others discover their best skin yet just as I had. I became a licensed Advanced Practice Aesthetician in June of 2016.

My Aesthetician at the time had previously worked in the corporate world until deciding to pursue her passion of skincare. She was and still is such an inspiration to me and shortly after I received my license asked me to join her at her studio in Edina, MN as her very first employee. I was honored and so excited to work alongside and learn from her. I began treating skin with a very results-driven approach using several different advanced treatment modalities. Seeing the results of my clients brought me the joy and fulfillment that my time in the corporate world did not.

After nearly 5 years and training in several new employees as the business grew, my husband and I found ourselves craving a slower pace of life in a more rural setting. We found our country home on six acres of land in River Falls, WI and decided to leave Minneapolis. We then welcomed our son into the
world and after almost 2 years of commuting, I decided to start my own business closer to home in Hudson, WI. Thus, The Skin Reform was born! The Skin Reform strives to provide a genuine and welcoming environment while offering effective, personalized, and results-driven facial treatments to help clients reach their skincare goals. From age prevention to evening skin tone, to brightness and hydration. Through many years of experience, I have become an expert in the treatment of acne. As an Advanced Practice Aesthetician, I am trained in a variety of advanced modalities such as microdermabrasion, dermaplaning, chemical peels, extractions, micro channeling, etc., therefore, am able to perform a wide range of treatment options for clients. My love of skin runs deep and I will very skillfully and thoughtfully curate the perfect treatment plan and product regimen for each individual client to reach their goals.

How about pivoting – can you share the story of a time you’ve had to pivot?

After my husband and I relocated almost an hour from my workplace and welcomed our first son, Bjorn, into the world a lot changed for me. I had been commuting for nearly 2 years, one of those with having a new baby at home. With the addition of a child, as well as the commute and long hours at work, I was finding myself exhausted, lacking passion, and burnt out without time to recharge. Being an Aesthetician not only can be physically demanding but emotionally as well. Each day at work is spent providing treatments and giving energy to others through communication. From the moment I became
an Aesthetician I knew I loved caring for the skin, but I also loved making incredible connections with my clients. These connections were something I did not want to sacrifice. By January of 2021, I wasn’t feeling like the best version of myself in my personal or professional life and knew I needed to make a
change. I knew that I wanted to work closer to home and to take on a weekly client load that was a bit more physically and mentally manageable given the big life change I was going through – becoming a mother. Opening my own business would allow me to continue treating clients this way as well as to
curate my own schedule. I also knew that this change would not be all butterflies and rainbows and that it would also come with plenty of hardships and hurdles. After much consideration, I decided to take the risk and my business was registered in May of 2021. I began taking clients in my own space, less
than 15 minutes from home on July 1, 2021. My hours and client load felt much more manageable and I quickly found that my passion for my career was reignited. Being in control of how to balance my life allows me to feel like I was able to offer my best to clients at work and also to my family at home.
Granted, being a business owner brings added stressors, pressures and tasks, I am so glad that I made this pivot. Of course, in life there are always ups and downs, and at times my business or family may fight for a bit more of my time, but overall I have a much healthier work-life balance and am continuing
to grow and evolve into the best version of myself. We have since welcomed our second son, Soren, and I am now even more thankful to have The Skin Reform.

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

In my personal experience, aside from continued education and training, the most helpful way to succeed is genuine care for clients. Sure, the reason people are seeking an Aesthetician’s services is for skin care and reaching goals, however, personalized care is key. To provide the best and most personalized care you must listen. It is very important to listen to your client’s concerns and goals and provide them with honest and realistic expectations. Every client has different skin, different ways of communicating, and a different personality. Skin care is not one size fits all, and each client deserves to feel like they are getting the best care for them. I love connecting with people just as much as I love taking care of skin. Hearing about their joys, their sorrows, their vacations, their kids, etc. makes me feel connected to them on a deeper level and I am so honored that they feel comfortable letting me into their lives as well as trusting me with their skin. I believe that the personalized care, results, and emotional connections that I have made with my clients are what keep them coming back and also referring my services to their friends, family, and co-workers. Referrals are the biggest compliment and way to grow and be successful in business. If you take care of your clients, they will take care of you!

Contact Info:

• Website: theskinreform.com
• Instagram: @theskinreform.wi