SKIN BOUTIQUE: Latina Entrepreneur Turns a Dream into a Thriving Business

Starting a business in the beauty industry involves taking on multiple responsibilities and sustaining constant growth. That has been the experience of Evelyn Aikin, founder of Skin Boutique, a skincare studio in Greentree, Pittsburgh, now in its third year of operation.

From the very beginning, the biggest challenge was working independently.

“The first year was about learning. I used to work at spas with large teams, receptionists, and more staff. Here it’s just me: I handle the reservations, check-ins, check-outs, and the service,” she explains.

Aikin, who is of Ecuadorian origin, made this model the essence of her business: personalized service based on closeness and direct interaction with each client.

Work-life balance was a priority. “As a woman, a mom, and a homemaker, the first year was difficult. My children were younger, and I had to adjust my time to accommodate school schedules and home,” she says, proud of her venture. Therefore, Skin Boutique operates exclusively by appointment, which allows for greater flexibility and time management without compromising quality.

The second year marked a key strategic shift: digitization.

“I focused on the products, deciding which ones to keep and which ones to drop, and on the website skinboutiquepgh.com, so people can book their appointments without having to call me,” she says.

The website redesign and the implementation of an online booking system integrated with social media and Google had an immediate impact. “It was a huge change for my business, because now I’m getting new clients and they can book their appointments at any time of day.”

In the third year, the focus was on the numbers. I analyzed the most profitable services and what I should focus on.

“This allowed me to make decisions with clarity and confirm that the business remains solid, even though growth has been gradual,” says Aikin, who arrived in the United States 19 years ago.

Public trust has been a decisive factor. Skin Boutique has over 60 positive reviews on Google. “It’s not easy to get customers to leave a review, but it helps a lot. Reputation is key in this type of business,” she emphasizes.

The clientele is mostly drawn from the local community. “Most of my clients are from Pittsburgh and don’t speak Spanish; maybe 20% are Latino,” she explains, highlighting the importance of English proficiency for business growth.

Looking ahead, Aikin aims for greater stability and personal balance.

“I want to manage my schedule better, not spend so many hours at the business, and maintain a balance with my family. The idea is for Skin Boutique to be solid and for me to have a better work-life balance,” she concludes.

Skin Boutique specializes in skin treatments: cleansing, rejuvenation, dark spots, acne, sensitivity, and more. Additionally, it offers makeup, eyelash extensions, and facial waxing, always with a personalized approach.