We’re excited to introduce you to the always interesting and insightful Rachel Evans. We hope you’ll enjoy our conversation with Rachel below.

Alright, Rachel thanks for taking the time to share your stories and insights with us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

I remember when I first heard the word esthetician. I’ll be honest, this was back in 2013 and I didn’t know too many people who were in this career field at all especially in the black community. At the time I was a makeup artist making little to nothing but also working at Old Navy and in college where I majored on Social Work. Makeup was a hobby and an outlet for me and I linked mainly with local photographers doing creative makeup looks for photoshoots. It was so fun then. Everything was so easy lol nowadays there are so many trends and heavy looks that take away from the purpose of makeup which is to enhance not mask.

From there I branched out into wedding makeup and this is when I realized what I was really doing. I was enhancing peoples beauty and making people feel confident. To see my work when it’s finished and watching my client stare at themselves in awe was my new found joy.

I have always made it my mission to never fail my clients and to always give them what they expect. The love and the passion that I have for what I do goes beyond just money or popularity. In this competitive trendy industry I always try to focus solely on the client. I asked my clients a million questions and I also educate them about the service they are receiving.

I make my clients feel so comfortable that I sometimes turn into a therapist. It’s the most beautiful thing to have the ability to make so many people feel better everyday. I love it here!

Rachel, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

This career literally fell into my lap I had no idea that I was ever going to even be a entrepreneur. My sister Monica pushed me into the world of beauty after realizing I had a love for making people look amazing after she let me do the makeup for a prom photoshoot to promote her business. After that it was up from there. I remember being published in magazines and seeing my art work! It felt so amazing. I did makeup competitions/shows. Makeup for fashion show events and all. Wedding makeup followed and in 2018 I was officially full time after graduating from Pensacola State College Esthetician program.

From there I told myself everyday there was no Plan B. It was so this or nothing. I jumped right into the field not knowing anything about how to run a business all that I knew was I had the skills and knowledge. I added services from brow waxing to facials and lash extensions. My business grew rapidly with in 3 to 4 months. One challenge that I had to face was investing back into my business. I knew I had goals so treating myself was on the back burner for a good minute.

One thing that I did realize was the amount of clients coming into my spa room telling me how excited they are to see black women doing these services. A lot of woman would be so excited to experience receiving a luxury service from me and that meant so much to me. This was my motivation for a long time. Creating Skin Data Studio came from me focusing on skin care and providing my clients with a list of both products and ingredients to use to help them reach their skin care goals.

I made it a goal each year to learn a new skill set. My newest is permanent makeup. Specifically Ombré Powder Brows which is done using a tattoo gun to create a brow that has an light to dark ombré effect. This service was my biggest challenge. I was so afraid to do it at first lol. I had to take two classes before finally getting the courage to touch anyones brows. Almost 2 years later and I’m a beast. This was a proud moment for me. I feel like we all have to clap for ourselves sometimes and this was my moment.

The thing I love most about being a solo esthetician is that I get to create my own environment and settings for my clients. I hear it all of the time “girl I almost fell asleep” lol I love it. Because it makes me happy that they are so comfortable and at peace.

Here’s another thing that caught me off guard. I found a love for teaching and sharing my skills and knowledge with other estheticians in my city. I have connected with so many others teach Brow waxing and tint/ henna brow application. I have so many more things I want to do. This is only the beginning.

Any insights you can share with us about how you built up your social media presence?

I never knew the importance of social media until I started my business. That’s what helped build my clientele so quickly. At the time I only had Facebook and Instagram so I used a lot of hashtags on Instagram and on Facebook I joined a lot of local groups promoting small businesses and/or black owned businesses. I didn’t focus on posting every day I mainly focused on networking and trying to expand my services. Some advice for anyone trying to catch eyes on social media… post clean pictures and videos. Post clients who come in presentable and ready only and always have your clients look right into the lens of the camera when you’re taking pictures. Thank me later.

What’s been the most effective strategy for growing your clientele?

When I first started out I knew I was going to start with zero clients. I made $20 my first week. What kept me going was the fact that I could rely on my booking site at the time which provided a system where they promoted me and also sent me new clients so that was always a plus. It helped out so much with building my brand and gaining more clientele of course. Highly recommended for anyone starting out.

Contact Info:

• Website: www.skindatastudio.com
• Instagram: www.Instagram.com/skindatastudio
• Facebook: www.Facebook.com/skindatacosmetics

Image Credits
Ronald Franklin Askew Media Co