We caught up with the brilliant and insightful Latoya Britt a few weeks ago and have shared our conversation below.
Latoya , thanks for joining us, excited to have you contributing your stories and insights. Can you talk to us about a risk you’ve taken – walk us through the story?
I’m Latoya Britt, CEO and Founder of Skyn Tone Studios. Three years ago, I was determined to help one of my breast cancer survivors, so I started researching artists who specialized in paramedical tattoos. What I discovered was outside of brow artists, very few people in the PMU industry had experience with melanated skin. The market was virtually untapped and vastly underrepresented by women of color!
As someone who has struggled with hormonal acne, I know what it’s like to hide. It took me years to find a knowledgable dermatologist who specialized in melanated skin so I can easily relate. People say fake it until you make it, but if you’re not confident, it shows up in every area of your life!
My cancer patients taught me this: Stop waiting to become the woman of your dreams, Be. Her.Now. So in 2020, in the middle of a pandemic, I left my 6-figure salary as an Oncology NP, and decided to shake the beauty industry up! Convinced that the taboo behind camouflaging melanated skin was old, ignorant, and outdated, I made it my mission to educate and specialize in melanin.
It was the single most scariest decision I’ve made in the last 20 years, but that one decision has literally changed the trajectory of my life!
Latoya , 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 specialize in a form of tattoo called paramedical or camouflage tattoos.
Camouflage tattoo is a permanent tattoo procedure designed to camouflage or cover various skin imperfections. The process consists of tattooing ink pigments similar to the client’s natural skin tone into the skin, in order to mimic the client’s healthy skin.
Once healed, the skin toned tattoo will match with the client’s skin tone, appearing to resurface the skin, and making the imperfection virtually disappear!
Very few artists offer this service, and for those that do even fewer specialize in melanated skin. As a black woman, I know personally how challenging it is to find a specialist that is familiar with the diversity and dynamics of minority women, especially skin. I’m honored to offer this service to everyone, but especially to women who look like me.
What’s been the most effective strategy for growing your clientele?
Consistently showing up in business.
The entrepreneurial journey can become lonely and often your tenacity and resilience will be tested. It happens to all business owners, over and over again.
However, what separates the people who maintain success and growth is that they consistently show up. You have to promote, work in your business, improve your branding, create content, think of new ways to reach clients, etc ALL OF THE TIME.”
Entrepreneurship is a marathon, not a race. If you show up daily in your business, that mindset will become habitual, and you’ll outlast your competition.
Have any books or other resources had a big impact on you?
The War of Art, by Steven Pressfield
Personally, I think people feel as if everything has to be perfect in order to start. That’s simply an excuse to resist the growth that comes with change. If you have a dream inside of you, but you are stuck because you don’t know where to begin, feel as if life keeps distracting you from your goals, or don’t know how to make it manifest…this book will change your life!
I also recommend listening to this book. There is something really powerful and intriguing listening to the author read their own words and place emphasis where you personally may not. And if you find yourself struggling to finish the book, that is further confirmation it’s exactly the book you need!
- Website: https://www.skyntonestudios.com/
- Instagram: https://www.instagram.com/skyntonestudios/
- Other: YouTube coming soon!
Kaye McCoy, Selena Flowers