We recently connected with Kiara Cardoza and have shared our conversation below.

Kiara, thanks for joining us, excited to have you contributing your stories and insights. Alright, so we’d love to hear about how you got your first client or customer. What’s the story?

To be honest, my very first clients came through word of mouth—friends, family, and the extended web of “friend-of-a-friend” referrals. I offered a $5 discount to anyone who referred someone new, and I kept my services affordable, with facials priced between $20 and $60. I also created a Close Friends group on Instagram where I added clients to share last-minute openings and updates. It became this little insider circle that made people feel connected and seen.

But the first completely new client—that I didn’t know at all—came through Instagram. They had found me through a client repost and booked a facial. I remember double-checking the name because I didn’t recognize it at all. That moment felt surreal. Someone trusted me, purely based on what they’d seen online. It was small—just one appointment—but it was a huge turning point. That first unfamiliar name on my booking calendar made everything feel real. Some of those early clients, including that one, are still with me to this day. It reminds me how powerful connection and consistency can be, even in a digital space.

Kiara, 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’m Kiara—licensed esthetician, Reiki II practitioner, mother, wife, and the founder of Rooted Ritual Skincare. I’ve been in the beauty and wellness industry for five years, a journey that began shortly after having my first child and realizing I needed a career rooted in both stability and purpose.

Once I became licensed, I gained experience in several spas and salons, which helped me develop my technique and deepen my connection to the healing power of skincare. I fell in love with facials—not just for what they do for the skin, but for how they can calm the nervous system and restore the soul.

At Rooted Ritual, I offer more than just skin-deep treatments. My facials are a fusion of skincare and energy work—incorporating sound healing, reiki, and intentional touch to create a space where clients feel safe, seen, and supported. Whether it’s a buccal massage to release deep tension or a soothing oxygen facial paired with light therapy, my goal is to help people reset, recharge, and return to themselves.

What sets me apart is the holistic approach I take to beauty—healing skin while also tending to the emotional and energetic body. I believe our skin reflects our inner world, and my work honors that connection.

I’m most proud of showing my children what’s possible when you lead with intention and work hard. I want them—and my clients—to know that they are worthy of taking up space, of being heard, and of feeling radiant from the inside out.

If you’re looking for more than just a facial, I invite you to experience something deeper—something rooted in ritual, aligned with intention, and led with love.

How did you build your audience on social media?

I’ve been using social media for most of my life (Gen Z things!), so creating content came pretty naturally to me. Early into esthetician school, I put my personal account on pause and focused fully on building my business presence online. I started posting regularly—sharing my own skincare routine, what we were learning in class, behind-the-scenes content, infographics, and anything I thought could help educate or connect with others.

So by the time I launched my business, I already had a solid foundation and a rhythm with content creation. The only shift? My posts now directly impacted how much money I made. I realized quickly that staying visible—showing up in people’s feeds consistently—was essential. I had to remind people, through visuals and education, why they needed my services. I still post almost daily on Instagram and TikTok to stay connected and keep the momentum going.
You can find me at:
Instagram: @rootedritualskincare
TikTok: @rootedrituals_

My biggest advice for anyone just starting out: just post. Stop overthinking. You’ll find your groove, start to see what your audience connects with, and grow from there. You don’t have to be perfect—you just have to be yourself. That’s what people connect with the most.

How do you keep in touch with clients and foster brand loyalty?

I stay connected with clients through social media, email newsletters, and text message marketing—all tied into my booking system. I also personally check in with each client about a week after their service to see how their skin is doing and make sure they’re loving their results and homecare. That personal touch goes a long way. I want clients to feel cared for beyond the treatment room, and I think that’s what helps foster real trust and long-term loyalty.

Contact Info:

• Website: https://kiaracardoza.glossgenius.com/
• Instagram: https://www.instagram.com/rootedritualskincare?igsh=NTc4MTIwNjQ2YQ%3D%3D&utm_source=qr
• Facebook: https://www.facebook.com/Rootedestheticsbykiara/

Image Credits

Jenny baltadano