We’re excited to introduce you to the always interesting and insightful Rochelle Gonzalez. We hope you’ll enjoy our conversation with Rochelle below.
Alright, Rochelle thanks for taking the time to share your stories and insights with us today. Alright, so one thing we think people don’t talk about nearly enough is investments – either time or money. What’s one of the best or worst investments you’ve made and what did you learned from the experience?
In the world of aesthetics, the brands you align with and the education you pursue beyond school are what shape your business. Knowledge is power while our tools and ingredients are the drivers of transformative results. School gives us the basics to earn a license, but it’s continued learning and smart partnerships that truly help us grow and succeed in this industry.
When I first started The Modern Ū, I had no money so I had to choose to invest the little money I did have, wisely. The best decisions I made were partnering with skincare brands that aligned with my niche and values. Brands like Vivant Skincare, PCA Skin, and DMK have been instrumental in my success. They not only provided quality products but also ongoing education that deepened my understanding of conditions like acne, hyperpigmentation, and aging. They gave me the scientific foundation and tools I needed to revise the skin. Investing in quality equipment has also been vital. In the early days I started with the essentials, but as my business grew, I reinvested my profits into upgrades. My LightStim LED panel and Hydrafacial machine have elevated my client’s results and experience while also boosting profitability. Sometimes you do have to spend money to make money, but the key is being strategic about where and how it’s invested.
In the beginning when I had very few clients, I leveraged influencer partnerships by offering treatments in exchange for exposure. While this approach can be hit or miss, clear communication and expectations made it a valuable strategy for growing my client base. Today, my books are full and have been for years, so I no longer do trades, but at that stage it was an effective tool.
Of course, I’ve made some missteps along the way too. One was hiring a social media agency. I spent nearly $10,000 in a year and saw no return on my investment. In fact, I lost followers. That experience taught me that authenticity matters most online. I’d rather post less but keep it real and personal, than outsource and risk feeling disconnected from my audience. I’ve also learned to resist trendy products that don’t align with my philosophy. While there’s always room for experimentation, I’ve found that sticking to the tried and true serves my business best.
I think it’s important to constantly expand my education so I can keep things fresh, exciting, and result-driven for my clients. Before I bring anything new into my practice, whether it’s a brand, product or service, I research the founder and history, review the ingredients, clinical trials, test it on myself, and then trial it with trusted clients. If it doesn’t meet my standards, I don’t move forward with it.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
I was living in Northern California, planning to become a dental hygienist, when I fell in love with a guy (now my husband!) who lived in Los Angeles. After nearly a year of long distance, I decided to move south to be with him, fully intending to continue on my path toward dental school. But once I settled in LA, everything shifted. I started working for a dermatologist and quickly became obsessed with all things skin. That’s when I had my lightbulb moment: I could actually apply my background in health and science to this field. Within six months, I enrolled in beauty school and have never looked back. From day one, I knew I was exactly where I was meant to be. And thank goodness too, because skin is way more interesting and fun than teeth!
I opened The Modern Ū in 2017, about a year after getting my license. With my foundation in health, nutrition, and science, it felt natural to carve out a niche where I could work hands-on with skin and make a real difference in people’s lives. Facials became my focus—they allowed me to blend science and touch in a way that felt powerful and personal. From early on, I knew I wanted to specialize in acne. There’s something so deeply rewarding about customizing a treatment plan, tailoring a routine, and watching someone’s skin and confidence transform. My typical client comes to me after they’ve tried everything to fix their skin concerns, whether it’s persistent acne, stubborn hyperpigmentation, or other inflammatory conditions. I love playing skincare detective, using a mix of chemistry, intuition, and creativity to craft the right regimen and treatment plan that can finally address their concerns in a holistic way. I’m always thinking outside the box to find the perfect recipe for positive outcomes.
What sets me apart is my commitment to going above and beyond to ensure every client feels cared for. I pour my heart into helping people see and feel a renewed sense of self, and honestly, it’s therapy for me too. Seeing those transformations never gets old. It’s what keeps me inspired every single day.
What do you think helped you build your reputation within your market?
I believe the passion I put into my work has been a big part of building my reputation and clientele so quickly. People can feel that love and intention. Facials are very energetic and that connection really resonates. Word of mouth has been one of the strongest drivers of my growth, and my before and after photos really speak for themselves. Many clients first hear about me because of my signature extraction technique. It’s something they rarely find anywhere else which keeps them coming back because of the value each facial provides. I’m one of those estheticians that isn’t afraid to go there… I will literally pop every pimple and make sure every pore is clear before you leave my table!
I feel incredibly proud of the many lives I’ve been able to impact through skincare. Building strong branding, delivering a consistent client experience and upholding a high standard level of care is what helped me earn lasting loyalty and trust. I’m deeply grateful for my amazing clients, both in person and virtual.
We’d love to hear a story of resilience from your journey.
I started my business with my back against the wall and no capital to build with. What I did have was an unshakable willingness to make it work, no matter how hard I had to grind. Failing wasn’t an option. In those early days, I was operating in survival mode, working on my business 24/7. It was exhausting, but also addictive. As things began to fall into place, I transitioned from simply surviving to truly stepping into my element. That shift gave me a sense of confidence I’d never felt before.
Once my business became what I like to call a “well-oiled machine”, I moved out of survival mode and began building with more strategy. My next goal was to scale by launching a product, building a team, and expanding in new ways. But things didn’t go as seamlessly as I planned. I hit a wall of defeat, burnout, and imposter syndrome. It was a humbling reminder that growth isn’t always linear, and that even bold, courageous moves can come with setbacks. But through all the ups and downs, it has pushed me to continue reinventing myself and refining my vision. My business is my baby, and no matter how difficult things can be at times, I love it too much to ever let it fall apart. Resilience, for me, has meant showing again and again with more clarity, more wisdom, and an even deeper commitment to my purpose.
Contact Info:
- Website: https://themodernu.com
- Instagram: themodernu
- Facebook: https://www.facebook.com/themodernu/
- Linkedin: https://www.linkedin.com/in/themodernu
- Yelp: https://www.yelp.com/biz/the-modern-%C5%AB-los-angeles-9
- Other: Google – https://g.co/kgs/EVw77q8
