Empowering The Queer Community Through Esthetics with Jenna Leigh Kapitan
Hello, Daring Made readers! Today, we’re diving into a story that truly embodies the spirit of resilience, authenticity, and the power of community.
I had the pleasure of interviewing Jenna Lee Kapitan, the incredible owner and esthetician behind Beyond the Binary by Jenna Lee Skin. Her business is more than just a skincare and waxing studio; it's a safe haven dedicated to serving the queer community with inclusivity and care.
Jenna is also the host of "The Emo Entrepreneur" podcast, where she shares the emotional challenges of owning a business and her journey of self-discovery.
As someone who has watched Jenna grow both personally and professionally, I’m excited to share her story with you. If you’re an aspiring esthetician or a small business owner, Jenna’s journey will offer you invaluable lessons in resilience, authenticity, and the importance of serving a community. So let’s dive in!
The Early Beginnings: Finding Her Path
Jenna’s journey into the world of aesthetics wasn’t straightforward. Growing up in East Texas, she had a challenging path that involved navigating various jobs before finding her true passion.
From odd jobs to a stint as a stripper, and eventually working her way up to operations manager for a food truck company, Jenna’s career was a testament to her resilience and adaptability.
The onset of COVID-19 became a turning point for Jenna. With the world in flux, she took a leap of faith and enrolled in aesthetics school full-time, all while maintaining her managerial role.
It wasn’t an easy journey, but Jenna knew one thing: she wanted to create a space in the beauty industry that allowed her to be true to herself and her unique style.
"I'm a nobody, but I really think that that is such an important characteristic of a successful entrepreneur. Whatever that success looks like is going to be different for everyone. I think it's important in humanity. Be resilient, like we're still going to go through our ups and downs."
Building Beyond the Binary: A Space for Authenticity
Jenna’s business, Beyond the Binary by Jenna Lee Skin, was born out of her desire to create a space where authenticity reigns supreme.
She wanted to serve clients in a way that was true to her identity, and not conform to the traditional norms of the esthetician industry. Jenna began by purchasing her equipment piece by piece while still in school, and upon graduation, she immediately set up her solo practice.
Starting with limited resources, Jenna relied on Groupon to attract her first clients. However, it was through a business coaching course called "Profit on Purpose" by Jessica that Jenna began to understand the importance of knowing her target audience.
This realization allowed her to align her brand with her identity, catering to clients who resonated with her values and vision.
"Having your own business is like the biggest personal development course you could ever take. The person I was when I graduated high school to who I am now, I feel like I've lived 10 different lifetimes. And it's crazy looking back at all the things that I've done, the goals I've hit."
Embracing Community: Serving the Queer Community with Heart
One of the most beautiful aspects of Jenna’s journey is how she has embraced the queer community. Beyond the Binary isn’t just a skincare studio; it’s a sanctuary where clients can feel safe, valued, and understood.
Jenna’s commitment to serving her community goes beyond offering services—it’s about creating a space where people can be their authentic selves.
By sponsoring events and becoming actively involved in the queer community, Jenna naturally attracted clients who shared her values. Her business isn’t just about skincare; it’s about building a community where everyone feels at home.
"If one of us is having a hard day, just let it out, cry it out, we'll hug it out when you're off the table. It really feels like, with MySpace, it's like you're coming into your best friend's house. You can just hang yourself up, hop on the bed, and we're just going to go."
The Power of Visual Branding: Aligning Your Brand with Your Values
Jenna’s journey with visual branding was a significant milestone. Initially, she DIYed her branding, but it didn’t fully capture the essence of her business.
After a detailed audit and subsequent rebranding with our agency, Beyond the Binary’s visual identity now perfectly aligns with its ethos. The new branding reflects Jenna’s bold and unique style, resonating deeply with her clientele.
This experience highlights the importance of aligning your brand’s visual identity with its core values. For Jenna, this meant creating a brand that was not only visually striking but also authentic to her and the community she serves.
The rebranding has not only elevated her business but also strengthened the connection with her clients.
Advice for Aspiring Estheticians: Inner Work is Key
Jenna’s journey offers invaluable lessons for aspiring estheticians and small business owners. One of her key pieces of advice is the importance of doing the inner work.
Jenna believes that clearing personal and mental clutter is essential for achieving clarity in business. Whether it’s through therapy, journaling, or meditative practices, investing in your well-being is crucial.
"I don't want to just sell you a brand strategy or a website if you don't actually do anything with it. Or if you don't understand how this is going to make you money, or if it doesn't fit into your financial plan for the year. Because I think the thing that you and I are most passionate about is ensuring that our clients' investments make sense for their long-term goals."
By taking the time to invest in yourself, you’re better equipped to handle the challenges of running a business. Jenna’s story is a testament to the power of resilience, self-care, and the importance of staying true to your values.
Looking Ahead: What’s Next for Beyond the Binary?
Jenna’s journey is far from over. Looking ahead, she has big plans for Beyond the Binary. Her goals include expanding her podcast, "The Emo Entrepreneur," getting more involved in her community, and possibly participating in educational panels and trade shows.
Additionally, Jenna aspires to offer more specialized services, particularly for clients with top surgery scars.
Her commitment to growth and serving her community is unwavering. Jenna’s journey is a powerful reminder that success isn’t just about financial gain—it’s about making a positive impact on the lives of others.
How to Become a Successful Esthetician: Key Takeaways from Jenna’s Journey
Jenna’s journey offers several key takeaways for aspiring estheticians and small business owners:
1. Embrace Authenticity
Stay true to yourself and your values. Your authenticity will attract clients who resonate with your vision and make your business stand out in a crowded market.
2. Invest in Inner Work
Take the time to clear personal and mental clutter. Investing in your well-being will give you the clarity and resilience needed to navigate the challenges of entrepreneurship.
3. Build a Community
Success isn’t just about offering services; it’s about building a community. Create a space where clients feel valued and understood, and they’ll keep coming back.
4. Align Your Branding with Your Values
Your visual branding should reflect the core values of your business. A strong, authentic brand identity will resonate deeply with your target audience and set you apart from the competition.
5. Stay Committed to Growth
Never stop growing and evolving. Whether it’s expanding your services, getting involved in your community, or exploring new opportunities, stay committed to your growth as both an entrepreneur and an individual.
Conclusion: The Power of Resilience, Authenticity, and Community
Jenna Lee Kapitan’s journey is a powerful testament to the impact of resilience, authenticity, and community in building a successful business.
Beyond the Binary by Jenna Lee Skin is more than just a skincare studio—it’s a sanctuary where clients can feel safe, valued, and understood.
If you’re an aspiring esthetician or small business owner, Jenna’s story offers invaluable lessons in staying true to yourself, investing in your well-being, and building a community that resonates with your values.
Thank you for joining us on this journey. If you want to learn more about Jenna Lee Kapitan and Beyond the Binary by Jenna Lee Skin, you can find her on Instagram at @JennaLeeSkin or visit her website at JennaLeeSkin.com. Also, don’t forget to check out her podcast, "The Emo Entrepreneur," for more personal and business insights.
Stay tuned for more inspiring stories on Daring Made. Until next time, stay daring, stay authentic, and keep pushing forward!
Empowering The Queer Community Through Esthetics with Jenna Leigh Kapitan