Building a standout spa brand isn’t just about offering great products—it’s about strategic decisions that set you apart. In this episode, we’re diving into the essential elements that can turn your spa’s vision into a thriving, irresistible beauty brand.

From market research and competitor analysis to defining your unique brand identity, we’re breaking down the steps that successful beauty entrepreneurs take to build a brand that attracts loyal customers.

Key Discussion Points:

• The biggest mistakes spa owners make when researching the market
• How to analyze competitors and price your products strategically
• The power of a compelling ‘why’...and how top beauty brands do it right
• Defining your brand identity to stand out in a crowded industry
• The best ways to communicate your brand voice through marketingWhether you’re launching your first beauty line or refining an existing brand, this episode is packed with insights to help you position your spa business for long-term success.

Follow us for more expert beauty branding insights:

• https://www.linkedin.com/company/spadesoleil/?viewAsMember=true
• https://www.tiktok.com/@beautybeneathpodcast?lang=en
• https://www.instagram.com/beautybeneathpodcast/
• https://www.facebook.com/profile.php?id=61566553377738

Skincare is evolving fast, and 2025 is bringing some of the biggest shifts we’ve seen in years. From unexpected ingredient trends to simplified routines, consumers are rethinking what really works. In this episode, we break down the skincare movements that are rising, the ones fading away, and what brand owners need to know to stay ahead.

We explore the science behind emerging ingredients, the decline of overhyped products, and the minimalist approach reshaping beauty. Whether you ' re a skincare enthusiast or a beauty entrepreneur, this conversation will change the way you look at your routine.

Key Discussion Points:

• The surprising skincare ingredients gaining traction in 2025
• Why some of the most hyped products are being replaced 
• The rise of “skin minimalism” and what it means for brands
• The science behind effective skincare vs. marketing gimmicks
• Trends on their way out and what consumers are moving toward

Skincare is evolving faster than ever. From AI analysis to biotech ingredients and hyper-personalized routines, we are redefining beauty. But are these innovations game-changers or just clever marketing?

In this episode, we sit down with Mackenzie Jorns, co-founder of Protea, whose personal health journey led her to revolutionize how we approach skincare.

We’ll uncover:

• Future or Flop? We put the latest skincare trends to the test
• Why high-tech skincare is getting pricier (and is it worth it)?
• The esthetician’s role in a tech-driven beauty industry
• How AI can empower beauty pros rather than replace them

One-size-fits-all products are officially a thing of the past. Now, over-personalization is the key to building a successful beauty brand. Why? In this episode, Andrea dives deep into the world of skin types, revealing why understanding your clients' unique needs is the key to building trust, boosting sales, and setting your beauty business apart.

From normal to sensitive, we're breaking down the five main skin types and sharing expert tips on product selection that will revolutionize your approach to skincare. 

You'll discover:

• The hidden dangers of one-size-fits-all skincare solutions
• How to match products to each skin type for optimal results
• Common skincare mistakes that could be sabotaging your clients' progress
• Strategies for leveraging skin type knowledge in your marketing and education efforts

Whether you're an esthetician, spa owner, or beauty brand entrepreneur, this episode is packed with actionable insights to help you elevate your expertise and grow your business. Listen now and start leveraging the in-depth knowledge that will boost your business.

Technology is transforming the beauty and wellness industry, but are you keeping up? In this episode of Beauty Beneath, host Andrea sits down with Lauren Cox, Director of Experience at Pomp Beauty, to explore how innovative tech solutions are helping spas, estheticians, and beauty brands streamline operations, boost sales, and enhance customer experiences.

From AI-powered skincare consultations to automation tools that reduce no-shows, we’ll uncover the digital strategies that successful beauty professionals are using to stay ahead.

We’ll also cover:

• The rise of digital-first beauty experiences
• AI and data-driven personalization for skincare and services
• Must-have tools for spa owners to scale and automate
• Emerging trends shaping the future of beauty tech If you’re a beauty professional looking to grow, innovate, and work smarter, this episode is for you.

Listen now and start leveraging the technology that’s revolutionizing the industry.

True beauty in branding goes beyond aesthetics—it’s all about authenticity.

In this episode, we’re thrilled to welcome Ami Mallon, Vice President of Brand Development and Medical Education at RescueMD. With years of experience in the beauty industry, Ami shares her inspiring journey from her childhood fascination with beauty in her grandmother’s makeup drawer to becoming a respected leader.

We dive into invaluable insights on crafting a compelling brand story, the power of authenticity, and why clinical trials and market research are essential for success. Ami’s advice on brand development, transparency, and overcoming industry challenges will leave you motivated to elevate your own brand.

Key Discussion Points:

• Champion your brand story with authenticity and transparency to build meaningful connections.
• Invest in market research and customer feedback for sustainable, long-term growth.
• Strengthen your product claims through scientific validation to establish trust and credibility.

Standing out in the beauty industry can feel like an uphill battle, but building a brand that truly shines doesn’t have to be.

In this episode, we’re joined by beauty marketing expert Elise Markowitz, who shares the essential tools and tactics to help you get noticed. From crafting relatable stories that connect with your audience to leveraging social media for maximum impact, Elise breaks down the key strategies every beauty entrepreneur needs to thrive in this competitive space.

We dive into the power of micro-influencers, the importance of authentic content, and budget-friendly ways to grow your brand without breaking the bank. Whether you're just starting or looking to scale up, you'll leave with actionable insights to elevate your beauty brand and make it unforgettable.

Key discussion points:

• Understand your audience and their challenges to craft messaging that resonates.
• Social media strategies focused on quality, consistency, and the platforms your audience loves.
• How to leverage micro-influencers and their loyal following to amplify your reach.

Aging is inevitable, but losing your glow doesn’t have to be. Discover expert-approved strategies to keep your skin looking youthful and vibrant while building confidence in your beauty knowledge.

In this episode, they take a deep dive into the science of aging, exploring what causes wrinkles, fine lines, and sagging skin. Listeners will learn how to harness powerful skincare ingredients like retinoids, peptides, and antioxidants to combat these signs of aging. They also uncover the lifestyle habits that truly make a difference and highlight advanced treatments that can elevate any beauty regimen. From the basics to the latest innovations, they share insights that help spa and salon professionals, beauty entrepreneurs, and enthusiasts stay ahead in the skincare game.

Key Discussion Points:

• The difference between intrinsic and extrinsic aging and how they affect the skin.
• Must-have skincare ingredients: retinoids, peptides, and antioxidants.
• Essential habits like sun protection, stress management, and proper nutrition.
• Advanced treatments: Botox, dermal fillers, laser therapies, and microneedling.
• The importance of a holistic approach to skincare and lifestyle for long-term results.

Are we unknowingly perpetuating skincare myths in our businesses? Let’s debunk the misinformation and equip ourselves with the knowledge to better serve our clients!

In this episode, we take on some of the biggest myths in the skincare industry and back it up with science. As spa and salon professionals, it’s crucial that we separate fact from fiction to provide our clients with accurate advice and effective solutions. From clarifying the role of natural versus synthetic ingredients to understanding sunscreen’s importance year-round, we’ll share insights to enhance our expertise and client care. Let’s refine our knowledge and build trust with the right information.

Key Discussion Points:

• Breaking down skincare basics: the structure of the skin and why one-size-fits-all solutions don’t work.
• Common myths debunked: natural products, sunscreen, DIY skincare, and expensive product misconceptions.
• Educating clients on hydration, barrier repair, and personalized regimens.
• The professional advantage: why we must prioritize science and expert knowledge over social media trends.
• Practical takeaways for providing informed recommendations and elevating client trust.

Launching your beauty brand is just the beginning—what you do next will determine your success. In this episode, we’re breaking down the essential steps to take after production so your business can thrive.

After months of preparation, your products are finally in production—but now what? Together, we’ll explore how to turn your ideas into a brand that connects with customers and stands out in a crowded market. From creating standout visuals to nailing your marketing strategies, we’ll walk you through practical, actionable steps to keep your momentum going. Let’s talk fulfillment, sales tracking, and scaling while keeping your why at the heart of your journey. Success isn’t just about launching—it’s about evolving with purpose.

Key Discussion Points:

• How to prepare brand assets, including photography, social media content, and educational materials.
• Effective marketing strategies like organic growth, geo-targeted ads, and influencer collaborations.
• Fulfillment options, from DIY to third-party logistics, and how to manage costs.
• Tracking sales performance and customer feedback to refine your approach.
• Scaling your business by expanding product lines and exploring new markets.

Ready to turn your passion for beauty into a thriving business? 

In this episode, we’ll guide you through the exciting process of launching your brand through private labeling — a strategy that’s helping countless entrepreneurs build their dreams in the beauty industry. We’re sharing the insider tips and practical steps we use every day to help our clients succeed. Together, we’ll explore why defining your purpose is essential to navigating challenges and staying anchored in your vision. Whether you’re an esthetician, spa or salon owner, beauty enthusiast, or influencer with a loyal following, this episode is packed with actionable advice to make your brand launch as seamless and rewarding as possible.

In this episode, we’ll cover:

• How to define your "why" and use it as your foundation for success.
• The benefits of private labeling and how to get started.
• Common obstacles and how to overcome them with ease.
• Why launching a brand is perfect for beauty professionals and influencers.
• Practical steps to help actually get your brand off the ground!

Is beauty just skin deep? Or does it tap into something much more profound? This episode dives into the emotional and transformative power of beauty treatments, showing how they can empower clients, build confidence, and create ripples of positivity in their lives—and yours.

In this episode, we explore the deeper meaning of beauty beyond aesthetics. For spa and salon owners, it’s not just about offering treatments—it’s about creating experiences that elevate and inspire. From curating a sanctuary-like environment to crafting product routines that extend self-care at home, Andrea reveals how to meet your clients’ deeper emotional needs while also growing your business. Plus, she shares her personal journey of finding purpose in the beauty industry.

Key Discussion Points:

• How beauty treatments address emotional and psychological needs.
• The importance of creating an elevated and welcoming client experience.
• Tips for designing a sanctuary-like environment at your spa or salon.
• How to leverage beauty products to extend the impact of treatments at home.
• Andrea’s journey into the beauty industry and the lessons learned.

The beauty industry is overflowing with terms like "clean," "natural," and "organic," but what do they really mean? Lets break down these buzzwords, and shed light on how brands often use misleading claims to appear eco-friendly and safe. You'll learn how to decipher labels, identify harmful or unnecessary ingredients, and balance product performance with ethical practices. Whether you’re a savvy shopper or an aspiring beauty entrepreneur, this episode equips you with tools to navigate the market and make decisions that align with your values. Plus, Andrea shares a fun segment debunking “scary-sounding” ingredients that may not be as bad as they seem.

Key Discussion Points:

• What is greenwashing, and how does it impact beauty consumers?
• Differences between "clean," "natural," and "organic" beauty products.
• Tips for reading labels and avoiding misleading claims.
• Ingredients to avoid and their effects on skin health.
• Surprising ingredients: synthetic-sounding names that are actually natural or beneficial.
• How entrepreneurs can prioritize transparency and ethics in their beauty brands.

Discover the secrets to making your beauty brand stand out in a crowded market. In this episode of Beauty Beneath, we unveil strategies that will transform your spa or salon into a unique, must-visit destination.

Today we dive into the art of differentiating your beauty brand, offering you invaluable insights for spa and salon owners looking to elevate their businesses. Whether you're just starting out or aiming to refresh your established brand, we’re here to provide actionable tips to help you create a memorable experience for your clients and build a loyal following.


We discuss:

• Understanding your target demographic and tailoring your product offerings accordingly
• The importance of high-quality, clean ingredients in your skincare products
• Creating a unique, immersive experience for clients from the moment they enter your space
• Extending the in-spa experience to at-home care through carefully curated product lines
• Building brand loyalty and fostering word-of-mouth marketing
• The power of personal passion in developing effective skincare solutions
• Balancing trendy treatments with core, exclusive offerings to keep clients coming back

Unlock the secret to elevating your salon or spa by creating your own product line! Discover how you can craft your own beauty brand, build deeper client trust, and boost your revenue—all while offering personalized products that reflect your expertise and passion.

In this episode of Beauty Beneath, our host, Andrea, invites you to explore the world of private-labeling. We break down how creating your own beauty brand can be a fun and accessible way to connect with clients beyond the treatment room. With private labeling, you can offer personalized products that reflect your expertise and build trust with your customers, all while keeping initial investments low. Andrea emphasizes that this approach not only enhances client relationships but also opens up new revenue streams for your business.


Key Discussion Points:

• What is Private Labeling? Understanding how to create your own brand using existing tested formulas.
• Building Trust: How offering personalized products can deepen client relationships and boost loyalty.
• Market Opportunities: The potential for small businesses to compete with larger brands by providing tailored solutions.
• Product Selection: Tips on choosing the right products that align with your brand and client needs.
• Organic Growth: Real-life success stories of estheticians who have successfully integrated private label products into their services.