We’re excited to introduce you to the always interesting and insightful Latoya Lee. We hope you’ll enjoy our conversation with Latoya below.
Latoya, appreciate you joining us today. Owning a business isn’t always glamorous and so most business owners we’ve connected with have shared that on tough days they sometimes wonder what it would have been like to have just had a regular job instead of all the responsibility of running a business. Have you ever felt that way?
Honestly, yes, I’m happier as a business owner, but it’s not without its challenges. Being a business owner I realized that the freedom and autonomy I have as a business owner far outweigh the challenges. I love being able to create a vision and bring it to life, to connect with my clients and make them feel beautiful. As a business owner, I’ve learned to embrace the uncertainty and trust that I have the resilience and creativity to navigate any obstacle that comes my way.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
Hello! I’m Latoya Lee, a passionate hairstylist and entrepreneur with a heart for helping others look and feel their best. With 15+ years of experience in the beauty industry, I’ve had the privilege of working with diverse clients, understanding their unique needs, and delivering personalized solutions that exceed their expectations.
My journey began as a hairstylist, where I honed my skills when I was about 6 years old! As I built a loyal client base, I realized that many commercial hair products weren’t meeting their needs, leading to dryness, damage, and frustration. This sparked my desire to create a haircare brand that would truly nourish and protect hair.
That’s how my brand AURASTYLES was born! Our product line is carefully crafted with natural ingredients, free from harsh chemicals, and designed to address specific hair concerns like dryness, frizz, and color fade. From hydrating shampoos to rejuvenating masks, our products are tailored to help clients achieve healthy, vibrant hair that reflects their personality.
What sets me apart is my commitment to understanding each client’s unique hair story, providing personalized recommendations, and continuously educating myself on the latest industry advancements. My goal is to empower clients with knowledge, confidence, and gorgeous hair that makes them feel amazing!
I’m most proud of the trust my clients have placed in me and the transformations we’ve achieved together. Whether it’s restoring damaged hair, enhancing natural texture, or simply providing a refreshing salon experience, I’m dedicated to making a positive impact.
To potential clients and supporters, I want you to know that AURASTYLES is more than just a haircare brand – it’s a community that celebrates individuality, self-care, and hair love. Join us on this journey, and let’s unlock your hair’s full potential together!
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
One lesson I had to unlearn is the idea that perfection is the ultimate goal in my work as a hairstylist and entrepreneur. For years, I strived for flawless haircuts, colors, and products, believing that anything less would lead to failure.
The backstory is that I came from a high-pressure hairstylist where perfection was demanded. While it pushed me to excel, it also led to burnout, self-doubt, and an unhealthy obsession with mistakes.
However, as I grew as a professional and built my own brand, I realized that perfection is not only unattainable but also limiting. It stifled creativity, made me risk-averse, and caused me to miss out on valuable learning opportunities.
The turning point came when a client, who had been struggling with hair loss, came to me in tears. She didn’t need a perfect hairstyle; she needed empathy, understanding, and a solution that made her feel confident. In that moment, I understood that my worth wasn’t tied to perfection but to the positive impact I had on people’s lives.
Unlearning perfectionism has allowed me to:
– Embrace imperfections and see them as unique characteristics
– Focus on progress, not perfection
– Develop a growth mindset and take calculated risks
– Build stronger connections with clients and team members
– Create a more inclusive and supportive brand culture
Now, I prioritize excellence over perfection, and it’s liberating! I’ve learned to celebrate mistakes as opportunities for growth and to focus on making a meaningful difference in people’s lives.
How did you put together the initial capital you needed to start your business?
Starting my business was a true labor of love, and funding it was a testament to my determination. I founded my haircare brand with my own savings, bootstrapping every step of the way.
After years of working as a hairstylist, I had built a loyal client base and saved enough to take the leap. I invested my own money into developing my product line, from formulation to packaging. It wasn’t easy – there were times when I had to get creative with resources and stretch my budget to the limit.
I remember working late nights, pouring over recipes, and testing products on friends and family. I also leveraged my industry connections to find affordable suppliers and manufacturers who shared my vision.
As I launched my AURASTYLES brand, I continued to reinvest profits back into the business, slowly but surely growing my product line and customer base. It’s been a gradual journey, but I’m proud to say that I’ve maintained ownership and control, ensuring that my vision remains intact.
Bootstrapping has taught me invaluable lessons in resourcefulness, resilience, and financial management. I’ve learned to prioritize, adapt, and innovate, skills that have served me well as a entrepreneur.
If I had to advise others on funding their business, I’d say: start small, be patient, and don’t be afraid to put in the hard work. Your passion and dedication can take you further than you think.
Contact Info:
- Website: https://www.tiktok.com/view/product/1729385167806435563?checksum=7148d42e6e66534766ca7ac060ef7186b9f3e5a9508f80a8a7d3b459f1e2807c&og_info=%7B%22title%22%3A%22Aurastyles+Ann+Growth+Oil+Deluxe+-+4oz+Oil+Haircare+Peppermint+Olive+Moisture+Hydrate%22%2C%22image%22%3A%22https%3A%5C%2F%5C%2Fp19-oec-ttp.tiktokcdn-us.com%5C%2Ftos-useast5-i-omjb5zjo8w-tx%5C%2F8461cfd364024638b1bfee487c0d8315~tplv-omjb5zjo8w-resize-webp%3A260%3A260.webp%3Ffrom%3D1826719393%22%7D&sec_user_id=MS4wLjABAAAAiTbdgFXIDL0vaPpEGoQ2JOyv9TR_QLQOpWLvkLhb9LoN3NPuR2pPqc-40DeaCFr5&share_app_id=1233&share_link_id=B8B5A211-753F-4B4F-ABAF-45314F4CFC8E&social_share_type=15×tamp=1724908646&trackParams=%7B%22enable_shop_tab_popup%22%3A1%2C%22enter_from_info%22%3A%22product_share_outside%22%2C%22source_page_type%22%3A%22product_share%22%2C%22traffic_source_list%22%3A%5B7%5D%2C%22traffic_source%22%3A7%7D&tt_from=copy&u_code=DJFF%3A119MMJ8DG&ug_btm=b8727%2Cb6661&unique_id=aurathestylist&user_id=6983782208142115845&utm_campaign=client_share&utm_medium=ios&utm_source=copy
- Instagram: https://www.instagram.com/_aurastyles/
- Facebook: https://www.facebook.com/dahunnitoya/
- Youtube: https://www.youtube.com/@AURATHESTYLIST
- Other: Email: aura.styles@icloud.com
Image Credits
Photo credit : Me