Meet Alexa & Demi
Alexa Kirkland
Instagram: @projectaestheticsxo
Redlands, CA
Licensed Beauty Professional: 8 Years
Demi Marin
Instagram: @the.brazilian.bar
Redlands, CA
Licensed Beauty Professional: 9 Years
How did you two first meet?
We grew up together and then in our early 20’s went to esthetician school together! We didn’t know we were both enrolled at the same time, and it was a fun and nice surprise!
Why do you think genuine friendships matter in this industry?
Alexa: No one knows the industry like those that are in it. Those that are supportive and genuinely there for you will be a constant through the growth and struggles.
Demi: This industry is better when it’s built on community rather than competition. Genuine friendships allow us to grow, learn, and thrive together — and that positivity shows up in our work and our client experience.
What advice would you give someone trying to find their people?
Alexa: It’s worth it to get out of your comfort zone and bubble. Be yourself and you will attract like-minded people in the industry. Community is everything in every stage. Engage in content, be friendly, and connect.
Demi: Be real, be supportive, and don’t force it. In this industry, the right people will feel aligned and easy. When you focus on community, you find your people.
How has having someone who gets this industry changed your confidence or decision-making?
Alexa: It has been such a blessing. You can get advice from family and friends all day, but those close to you in the industry truly get it more than anyone else. Having gone through similar situations, Demi has helped give me ideas and sometimes a different outlook.
Demi: Having someone who truly understands this industry has made me more confident in trusting my instincts and going after what I want. When you talk things through with someone who has a successful business and knows the realities behind the scenes — the clients, the trends, the business side — it brings clarity, reassurance, and sometimes redirection to something better.
What kinds of conversations come up most when you’re together — business, life, or both?
Honestly, all of the above. We are always talking about life, family, our kids, and the studio. Our studios are next to each other and we have a shared, private waiting area for our two studios, so we always bounce back and forth between clients catching up.
In what ways have you helped each other grow professionally?
Alexa: Demi has been a close friend outside of esthetics and our industry and professionally as well. She’s always someone I can go to for honest feedback and support — from operations and day-to-day studio life to work/life balance as a working mom. I love that I have someone that truly gets it, celebrates all the wins with me, and will always be there for support and inspiration.
Demi: Alexa has been such a sounding board for me as I grow The Brazilian Bar — from branding to client experience, all of it. I love being able to support her in return. We genuinely want to see each other win.
