Meet Alicia Castillo (@aesthetics.byaliciaa), an Albuquerque-based esthetician, SalonCentric Beauty Blazer, and owner of Aesthetics by Alicia. As one of the recipients of L’Oréal USA’s 2024 Inclusive Beauty Fund, we’re thrilled to share Alicia’s story of success and shine a spotlight on her talent, perseverance, and journey to entrepreneurship.
Read on to learn more about how Alicia found her calling as an esthetician and discover the advice she has for other aspiring small business owners in the Latinx-Hispanic community.
About Alicia Castillo
Alicia is a second-generation business owner and licensed esthetician who, at just 23 years old, has operated her own skincare clinic for almost four years. She was introduced to the beauty industry at a very young age by her aunt, who has been a licensed cosmetologist for more than 15 years. She says that spending time at the salon with her aunt was one her biggest inspirations and ultimately helped her decide that she wanted to attend beauty school and open her own business one day.
Originally, Alicia intended on pursuing makeup artistry, but says she quickly fell in love with skincare. She now specializes in Brazilian waxing, acne-prone skin, and sensitive skin, and stays motivated by engaging with her dedicated community, both online and in-person. She says that she’s constantly in awe of the ever-changing world of beauty and esthetics.
Aesthetics by Alicia
Alicia founded her clinic, Aesthetics by Alicia, with a mission to empower individuals by enhancing their natural beauty. She believes that self-care is essential, especially in the fast-paced society we live in today. Her Albuquerque-based clinic specializes in results-based esthetics and offers a range of services, including various types of facials, Brazilian waxing, Celluma body contouring, brow tinting and lamination, acne bootcamp, and personalized skin consultations.
Her clients describe her as extremely knowledgeable and professional, and they come back time and time again for the memorable experience and relaxing atmosphere she creates at her clinic. According to one client, “She has immense passion for what she does and it shows in the quality of her work. My skin is literally glowing and so soft from the CBD facial and LED add-on!”
Image courtesy of aestheticsbyalicia.square.site
Esthi’s Supporting Esthi’s
Esthi’s Supporting Esthi’s is a collective of licensed estheticians, managed by Alicia, that aims to emphasize the importance of community over competition within the beauty industry. Created in 2021, the group hosts virtual and in-person networking events that provide a safe space and help connect, empower, and support estheticians from all walks of life. To learn more, visit Esthi’s Supporting Esthi’s Instagram page (@esthis.supporting.esthis) or send a message to connect with them directly.
Image courtesy of aestheticsbyalicia.square.site
SalonCentric: What inspired you to apply for the L'Oréal USA Inclusive Beauty Fund?
Alicia Castillo: I decided to apply for the L'Oréal USA Inclusive Beauty Fund with the intention of growing my business. I think it’s amazing that there are resources available for Latina-owned businesses, especially within the beauty industry.
SC: What do you think has contributed to your success as an esthetician?
AC: I believe that education is the most important part of being an esthetician. I’m continuously striving to further my knowledge and currently hold more than 15 advanced esthetics certificates. In order to stay up-to-date on the latest trends in the industry, I enjoy participating in educational events for estheticians, such as webinars and spa conferences.
SC: What’s your favorite thing about being an esthetician?
AC: My favorite thing about being an esthetician is being able to increase my clients’ confidence. My mission is to empower my clients through knowledge while helping them look and feel their best.
SC: Did you face any challenges when starting your business?
AC: My biggest challenge thus far has been building a clientele. Oftentimes, social media seems to glorify the beauty industry as a get-rich-quick scheme, when in reality, that’s far from the truth. Referrals and effective social media marketing have gotten me to where I am today. I am grateful to say that my books are currently full, but it took a lot of hard work to get to this point.
SC: Do you have any advice for aspiring aestheticians?
AC: My advice to future estheticians is to be passionate! I believe that passion will always take you further than the desire for money. Esthetics is such a big Industry, so I recommend focusing on finding your niche and what you’d like to specialize in. While you work on building a clientele, I highly suggest continuing your education while focusing on the clients you do have. A good foundation of knowledge and amazing customer service will do more for your career than a fancy machine ever will.
Next Up: Mireya Villarreal And Her Journey In Creating Pink Pewter
Header image credit: Instagram/@aesthetics.byaliciaa & aestheticsbyalicia.square.site