From Basement Business to Sunless Industry Pioneer: Shonna Dexter's Story
In the world of entrepreneurship, the stories that stand out aren’t just about rags-to-riches success. They’re about the journeys—about the moments of struggle, the lessons learned the hard way, and the resilience that builds a business empire from the ground up. Enter Shonna Dexter, a sunless industry veteran, visionary CEO, and mentor, whose story is a masterclass in perseverance, evolution, and sheer grit.
This blog post takes you through Shonna’s entrepreneurial journey as shared in her recent interview on The Beauty of Influence podcast. From her humble beginnings in a basement in Kansas City to becoming the CEO of Recreating Rays, Shonna’s evolution as a business owner and leader offers valuable lessons for anyone striving for small business success—especially in the beauty and wellness industry.
If you're a spray tan salon owner or beauty entrepreneur, this one’s for you.
A Reconnected Friendship and an Introduction
Before we dive into the business brilliance of Shonna Dexter, let me take you back to how we first crossed paths. I met Shonna years ago through ASTP (Association of Sunless Tanning Professionals), and I was immediately struck by her drive and passion.
Fast forward to today, and it’s been amazing to reconnect, especially as I get to witness firsthand the incredible business she’s built. Shonna has not only pioneered the spray tanning industry but also created an entire community for it through ASTP, making her a true visionary.
Shonna’s journey didn’t start with glossy success stories or a well-funded startup. It began with a side hustle in a basement, one that would eventually evolve into the successful spray tan empire we know today. If there’s anything that’s true about entrepreneurship, it’s that the first chapter is rarely the glamorous one.
Beginning in the Basement: The Humble Beginnings
Like many entrepreneurs, Shonna’s story started with frustration and a desire to do better. In 2009, she found herself fed up with the mediocre spray tan services available. Despite lacking professional training or any real expertise, Shonna saw a gap in the market and thought, “Why not me? Why can’t I create a better experience?”
Armed with a dream and a spray tanning machine, Shonna began offering services from the basement of her Kansas City home. It was a modest setup—she was balancing a 40-hour corporate job, raising kids, and trying to navigate the ups and downs of building a business from scratch. But where many might have seen obstacles, Shonna saw opportunities.
She didn’t have a grand vision for a booming empire at first. She was simply driven by one core belief: she could do better, and she wanted to create a unique, high-quality spray tan service for her clients. Over time, this side hustle became something bigger.
Learning Through Struggles and the Power of Business Coaching
Like many entrepreneurs, Shonna faced her fair share of setbacks. Her early business experience wasn’t a smooth ride. The financial realities of a seasonal business hit hard, and Shonna quickly realized she had underestimated the complexities of cash flow, taxes, and scaling her small business.
One of the most pivotal moments in her career came when, in the middle of a slow business month, she couldn’t even pay herself $100. Struggling with financial stress, she knew something had to change. In an act of wisdom and courage, Shonna made a tough decision: she returned to part-time corporate work.
This decision wasn’t a failure; it was a strategic move that allowed her to stabilize her family’s finances while simultaneously investing in business coaching.
It was during this phase that Shonna realized the importance of understanding the financial mechanics of running a business—particularly when it comes to the irregular income flows often seen in the service industry. She hired a coach, and that decision changed everything. Shonna began to develop a clearer understanding of how to manage cash flow, taxes, and investments for long-term growth.
This was when Shonna learned one of the most important lessons every entrepreneur must embrace: It’s okay to not have all the answers, but it’s crucial to seek guidance when you don’t.
Building a Legacy: Expanding with ASTP
As Shonna grew Recreating Rays, her spray tan salon, she noticed a lack of community and structure in the sunless tanning industry. Entrepreneurs in the spray tan space were working in isolation, with limited resources or opportunities to network. Shonna, with her characteristic drive, founded the ASTP, a professional network dedicated to supporting spray tan artists and business owners.
But here’s the thing—Shonna didn’t have a business degree or formal training in running such an organization. She simply saw the need and jumped in headfirst. It wasn’t easy. There were countless sleepless nights, stressful moments, and fears of failure. But through grit and determination, she built ASTP into a vital community that provided not only networking opportunities but also industry-specific education and resources for sunless tanning professionals.
Personal Transformation: Sobriety and Reclaiming Control
By 2019, Shonna found herself facing a personal crisis—burnout.
While her business continued to grow, Shonna’s mental and physical health took a hit. The pressures of running two businesses, managing personal life, and the emotional strain of constantly pushing forward without rest led to a mental breakdown. This moment of vulnerability became a defining point in Shonna’s journey.
In the wake of this crisis, Shonna made an incredibly brave decision: she chose sobriety.
Let me tell you—this wasn’t just a lifestyle change. It was a personal revolution. Shonna’s sobriety wasn’t just about abstaining from alcohol; it was about gaining clarity and taking control of her emotional well-being.
The decision to embrace therapy, self-care, and mindfulness transformed Shonna from an overworked entrepreneur to a leader who made intentional, conscious decisions both in her personal and professional life.
It’s one of the biggest lessons Shonna shares with aspiring entrepreneurs—take care of yourself first, or you won’t be able to take care of your business. The two go hand in hand.
Shonna’s Legacy: Empowering Others Through Mentorship
Shonna’s journey didn’t just lead her to success; it led her to mentorship. After selling ASTP in 2020 to focus on Recreating Rays, Shonna turned her attention to helping others in the beauty and spray tan business. She launched Scaled Sunless, a mentorship program for spray tan artists who are looking to scale their businesses without burning out.
Through Scaled Sunless, Shonna shares her hard-earned knowledge—everything from business finance to marketing strategies and customer retention. She’s committed to helping others avoid the mistakes she made and empowering them to create sustainable, successful businesses.
Mentorship, Vulnerability, and the Role of Community
One of the most powerful lessons from Shonna’s journey is the role of vulnerability in leadership. Shonna has found that the more she allows herself to be vulnerable, the more she can connect with her mentees, peers, and clients.
By sharing her struggles, her breakdowns, and her victories, Shonna has created a space for other beauty professionals to feel safe, supported, and encouraged to share their own challenges.
This transparency isn’t just about “being real” for the sake of it—it’s about creating a community that thrives on openness and mutual support. Shonna has created an environment where her mentees can talk about their struggles with burnout, imposter syndrome, and business challenges without fear of judgment.
Looking Ahead: Shonna’s Next Steps
As she continues to grow Recreating Rays, Shonna remains committed to her personal growth, professional evolution, and expanding her influence in the sunless tanning industry. She’s always planning ahead, thinking about how she can improve her business, better serve her clients, and continue mentoring the next generation of beauty entrepreneurs.
Lessons for Aspiring Entrepreneurs
So, what can you learn from Shonna’s journey?
Start Where You Are: Shonna didn’t start with a fully realized business plan or a huge investment. She started with a passion for bettering the spray tan industry.
Seek Help When You Need It: Shonna’s investment in business coaching was a game-changer. Don’t be afraid to hire a mentor or seek professional advice.
Prioritize Personal Growth: Your business won’t thrive if you don’t. Shonna’s journey teaches us that personal well-being is just as important as professional success.
Don’t Rush Success: As Shonna says, success doesn’t happen overnight. It’s the long game that matters, and each lesson along the way builds the foundation for sustainable success.
Shonna Dexter’s story is an inspiration to anyone who’s building a small business, especially in a competitive space like spray tanning. She’s proof that with resilience, vulnerability, and a commitment to personal and professional growth, you can turn your passion into an empire.
Want to connect with Shonna? Check her out on Instagram:
From Basement Business to Sunless Industry Pioneer: Shonna Dexter's Story