Location: Three Lakes, WI
Instagram: @skin.withemma
Licensed since: 2020 (6 years in the industry)
Emma Edinger built her business, Skin, with Emma, around a simple idea: clients should feel heard, comfortable, and confident—whether they're in for a facial, a brow wax, or both. We sat down with Emma to talk about her path into esthetics, her philosophy on personalized skincare, and why she believes facials and waxing belong on the same service menu.
Tell us about your journey into esthetics. What inspired you to specialize in facials, and how did waxing become part of your service menu?
I got licensed the day before the pandemic, which unfortunately meant losing the job I had lined up. After working in healthcare for several years, I eventually reignited my passion for esthetics and opened my own business three years later.
I've always loved the creativity and nurturing side of facials and the way they can be both results-driven and restorative. Brows naturally became part of my service menu because they're such an important part of the face. I also personally knew what it felt like to have someone change my brows in a way I didn't love, without really listening to what I wanted. I knew I could create a different experience — one where clients felt heard, comfortable, and confident in the result.
What's your favorite service to perform, and what does your ideal client appointment look like?
My favorite service is a facial with a brow wax. Some people think the two can't be done together, but they absolutely can! Fresh, radiant skin and sculpted brows… what could be better?
My ideal appointment is slower-paced and intentional, which means longer appointments and fewer clients in a day. I want my clients to feel like they can truly exhale when they're with me. Every service is intuitively crafted around the individual client, their skin, and what they need that day.
Since becoming an esthetician, what's one belief or technique you've completely changed your mind about?
When I first started my business, I was very focused on following rigid protocols. As I've grown as an esthetician, I've learned that there's so much value in knowing when to adapt.
I still believe in having a strong foundation and understanding the "why" behind what I'm doing, but I no longer believe every client needs the exact same treatment. My approach has become much more bespoke, working with each client's unique skin, needs, and goals rather than forcing their skin into a protocol.
As a facialist, what do you look for in a wax when choosing products for your treatment room, and how do you incorporate facial waxing into your treatments to create the best experience for your clients?
Everyone's skin is unique, so when I was choosing a wax for my treatment room, I wanted something that was effective, spread like butter, worked at a lower temperature, and was free from unnecessary fragrance and harsh dyes.
I struggled to find something that checked all of those boxes until I found Enso. I've never looked back. One of the comments I hear most often from my clients is, "I've never had my skin be so calm after waxing."
As a facialist, I'm very intentional about the products I choose for my clients, so the wax I use needed to be intentional too. I've created a calm, nurturing environment that engages all of your senses from the moment you walk in, and I carry that same feeling through the waxing experience. Maintaining that calmness helps clients shift into a more relaxed state — and I've even had clients fall asleep while I'm waxing them!
What's something you're most excited about in your business right now, or a goal you're working toward this year?
I recently purchased a device that will allow me to offer an advanced skin service, something that has been a dream of mine for the last decade. It's incredibly exciting to finally see that vision become a reality.
Becoming a registered nurse has also opened a new chapter for my business. I've loved being able to integrate my nursing education and license into my esthetics background and bridge the two in a way that allows me to offer services I couldn't previously provide as an esthetician alone. I'm also in the middle of a rebrand, and it's been so exciting to watch everything I've been envisioning finally start coming together.
What's a piece of advice you'd give an esthetician building a service menu that offers both facials and waxing?
Sometimes committing to a facial can feel more intimidating to a new client than booking a brow wax. I've found that a brow appointment can be a wonderful opportunity to introduce clients to your facial services and let them experience your approach firsthand.
I've converted so many brow clients into facial clients simply by having genuine conversations about their skin and showing them what I can offer. At the same time, I think it's important to maintain the integrity and fluidity of each service rather than making every appointment feel like a sales pitch.
Clients remember consistency. Have fun with your work, share your results and before-and-afters, and always stay open to learning. This industry is constantly evolving, and learning never stops.
Follow Emma on Instagram @skin.withemma for more, and if you're in Three Lakes, WI, book an appointment to experience her approach for yourself.
