Beauty with a Twist

Episode: From 5 Clients to OVER 100 People a Month (One Instagram Reel CHANGED Everything)

Host: Dede
Guest: Marilyn ("Marilyn Beauty" on Instagram)
Date: January 23, 2026

Overview

This episode dives deep into the world of beauty entrepreneurship with special guest Marilyn, known as Marilyn Beauty on Instagram. The conversation covers Marilyn’s journey from humble beginnings in the service industry to building a thriving waxing business—and how one viral Instagram reel transformed everything. Dede and Marilyn discuss the real-life hustle, building a brand, navigating social media, organizing industry events, and balancing business with motherhood. Packed with candid insights, advice, and plenty of laughter, the episode offers inspiration and actionable tips for beauty professionals looking to level up.

Marilyn's Journey: From Sephora to Solo Success

• Starting Out at Sephora

  • Marilyn began her career at Sephora after juggling two jobs and school (YMCA & Sephora; [01:19]).
  • Progressed from seasonal cashier to makeup artist, studio coordinator, and eventually to management.
    • "You worked for Sephora, you were that girl." – Marilyn ([01:19])

• Pivoting During COVID

  • Sephora temporarily closed during the pandemic; a company offer to pay for esthetician school fell through.
  • Despite the setback, Marilyn decided to pay for her own education and started esthetician school in June 2022 ([04:13]).

• Taking the Leap to Entrepreneurship

  • Marilyn quit her steady job mid-2022, relying on savings to rent and furnish her first tiny studio ([06:07]-[08:12]).
  • She started only offering makeup and facials, confessing:
    • "I took the leap of faith." – Marilyn ([07:30])
  • Built her space from scratch with secondhand equipment and DIY efforts, driven by necessity rather than resources.

From 5 Clients to 100+: The Power of Social Media

• Building on Social Media

  • Marilyn's early marketing strategy was relentless:
    • "Post anything and everything. People are nosy! People love to see your setup, cleaning, the random stuff." ([09:32]-[10:26])

• The Life-Changing Reel

  • A silly video using a trending sound ("oh, yeah, yeah") unexpectedly exploded 4 months after posting, going viral with 14 million views on Instagram ([11:00]).
  • Direct result: An influx of Brazilian waxing clients and a fully booked schedule.
    • "I can't even open the Instagram app because it was just like, like, like." – Marilyn ([11:00])

• Business Scaling

  • Shifted focus to waxing, offering fewer facials and makeup as waxing became her core business ([11:50]).

Expanding the Business

• Remodeling and Growth

  • Used new income to upgrade her space—new floors, paint, better furniture ([12:28]-[13:12]).
  • Expanded from one studio to leasing four out of six office spaces, subleasing to others ([13:12]).

• Vision for the Future

  • Hints at upcoming product launches, more events, and eventual dreams of a larger, permanent studio ([13:47]-[14:12]).

Hustle Mindset & Practical Advice

• On Taking Risks

  • Advice to those in the beauty industry:
    • "If you have the hustle and you know yourself, take it." – Marilyn ([14:43])
  • Marilyn started with about $3,000–$4,000 in savings ([15:09]).
  • Emphasizes that the first investment is the biggest hurdle but it’s possible to start small.

• On Parents and Upbringings

  • Marilyn grew up without a business background; her parents worked blue-collar jobs. Everything was self-taught and self-made ([09:03]).

Content Creation, Brand, and Standing Out

• Finding a Content Style

  • Marilyn’s content is a blend of fun and educational: inspired by other beauty creators but made her own with humor and candidness ([16:46]-[18:21]).
  • Stresses compliance (covering sensitive content, using education tags) and authenticity.

• Brand Affiliations

  • Dual waxer using Soft & Hard Wax (favorites: Russian Pearl and Sensi Clear from Waxness, Lady Payne for soft wax) ([19:46]-[20:18]).
  • Does occasional product reviews via "Witch Wax Wednesday."

• Standing Out in a Crowded Market

  • "Be yourself. Show your personality. Your vibe and room are part of your brand." ([49:47])
  • Cites specific examples (e.g., a waxer with a ‘spooky’ goth aesthetic).

Real Talk: Overcoming Limiting Beliefs

• Visibility Fears

  • A major limiting belief for new waxers is the fear of showing their face on camera:
    • "People are afraid to show their face on camera. If you show your face, it's going to attract more clientele." – Marilyn ([21:24]-[21:52])

• Client Relationships

  • Importance of matching with the right clients and not being afraid to "fire" those who aren’t a good fit ([23:03]-[23:38]).

Events & Community Building

• The Esthetician Network & Industry Events

  • Marilyn founded The Esthetician Network, offering resources and education for new estheticians ([28:15]).
  • Threw networking events (notably, a yacht party that sold out in 5 days; [29:51]-[30:28]) and a festive holiday party to build community.
  • Advocates for more industry events, not just conventions, to foster fun and professional connection ([37:10]).

• Sponsorships & Goodie Bags

  • Leveraged relationships with brands she truly used and believed in ([33:04]).

• Non-Gatekeeping Ethic

  • "You can show others how to do it, but they're not you. People come to you because of you." – Marilyn ([56:54])
  • Firmly opposes gatekeeping; wants industry success to be collectively shared.

Deep Dives: Money Mindset, Motherhood, and Legacy

• Evolving Money Mindset

  • A milestone: earning $1,000 in a day (Valentine’s 2023) was a revelation of her own potential ([38:42]-[40:14]).
  • Dreaming of home ownership and providing for her family—giving back to her mom is a big motivator ([41:08]-[42:16]).

• Motherhood and Business

  • Navigated pregnancy, postpartum, and business all at once, working up to 39 weeks before maternity leave ([44:02]-[45:35]).
  • Now works only 16 hours a week but serves about 136–140 clients monthly, thanks to efficient systems and social media ([24:41]-[25:33]).
  • Balances motherhood and entrepreneurship, advocating that the beauty industry is ideal for moms seeking flexibility ([43:35]).

Notable Quotes & Memorable Moments

• On Taking Risks:
  "It takes a special kind of person to hustle it out, especially when you don’t get handed anything." – Marilyn ([09:03])
• On Social Media:
  "Post anything and everything. People are nosy!" – Marilyn ([09:32])
• On Viral Success:
  "One day to another, I can’t even open the Instagram app…that video hit 14 million views." – Marilyn ([11:00])
• On Standing Out:
  "Be yourself…show your personality. If you’re an aesthetic waxer, be an aesthetic waxer." – Marilyn ([49:47])
• On Non-Gatekeeping:
  "You can give somebody the blueprint, but they're not you." – Marilyn ([56:54]) "You can't teach hustle." – Marilyn ([58:06])
• On Overcoming Comparison:
  "It gives me ambition to hustle. I hate the feeling of being left behind." – Marilyn ([54:02])
• On Legacy:
  "You don't need to be a gatekeeper to be successful." – Marilyn ([56:14])

Key Timestamps

• 00:49 – Marilyn’s event-packed year and how she thrives under pressure
• 01:19–03:30 – Early career at Sephora and the impact of those experiences
• 06:07–08:12 – Taking the leap: Quitting her job, renting her first studio, and building from scratch
• 10:26–11:00 – Going viral and the impact on her business
• 13:12 – Expanding her studios and subleasing to others
• 15:09 – Money needed to start solo: $3,000–$4,000
• 16:54–18:21 – Developing her content style (fun + education)
• 19:46–20:18 – Favorite waxing products and brand partnerships
• 21:24 – Limiting beliefs: The fear of showing up on camera
• 28:15–30:28 – Creating community with The Esthetician Network and selling out her first yacht event
• 38:42–40:14 – Hitting financial milestones and reflecting on growth
• 44:02–45:35 – Balancing business and motherhood after the birth of her son
• 49:47–50:21 – Authentic branding in an oversaturated market
• 56:14–58:06 – On legacy and why hustle can’t be taught

Takeaways for Listeners

• The beauty industry is about relationships, hustle, and authenticity—your brand is YOU.
• Social media, especially Instagram Reels, can exponentially grow your client base, but consistency and authenticity matter most.
• Community over competition—don’t be afraid to share what you know and celebrate others’ success.
• It’s okay to start small, be scrappy, and learn as you go; your unique vibe will attract your ideal clients.
• Motherhood and beauty entrepreneurship can absolutely coexist—flexibility and efficiency are game changers.
• True success isn’t just money or status—it’s having impact, stability, and the ability to give back to those you love.
• Don’t be afraid to show your face and let your personality shine through online.

Follow Marilyn (@marilynbeauty) for upcoming events, educational resources, and raw, real-life beauty entrepreneurship content.

Join Dede next time for more candid convos on Beauty with a Twist!