The Beauty Industry Shift That Made Me Speak Up (And Why Estheticians Need to Take Up More Space)
Nine Years Ago, The Industry Changed—And Not For The Better
Nine years ago, I was watching the beauty and wellness industry shift in a way that made my stomach turn.
Back then, what we now call content creators were only known as influencers—and they weren’t industry pros.
They were untrained, unlicensed people getting free products sent to them in exchange for making a video about how obsessed they were with a moisturizer they had used for maybe… four days.
Meanwhile, celebrity skincare lines were everywhere. The celebrity fragrance boom had slowed down, and suddenly, every actress, singer, and reality star was either endorsing a product or launching a skincare brand with their name slapped on the bottle.
And there I was, a trained esthetician, someone who had spent years learning the craft, watching skincare—once a science, a hands-on practice, a sacred tradition—turn into a marketing gimmick.
At first, I just felt frustrated. Then I felt angry. But what really got me was this:
The People Who Knew Better Were Staying Quiet
The licensed professionals, the real experts in skin—the people who had actually studied, practiced, and perfected their craft—were nowhere to be found in the conversation.
Not because they didn’t care. Not because they weren’t qualified.
But because they weren’t promoting themselves.
Why Supporting Estheticians Matters Now More Than Ever
This is exactly why supporting estheticians is so important to me.
Their success in the treatment room, their ability to attract clients, make sales, and—most importantly—sell themselves is crucial.
And let’s be real: we don’t learn this in school.
Estheticians spend thousands of dollars on training, certifications, and continued education—but when it comes to getting press, marketing themselves, and gaining visibility, they’re left to figure it out on their own.
Meanwhile, the less-qualified voices in the industry have no problem stepping up, speaking out, and getting attention.
That’s when I had to make a choice.
I Had Two Options—And So Do You
As the industry kept shifting, I saw two paths:
✅ Sit back and let unqualified voices define the conversation (Oh, helllll no!)
✅ Step up, speak up, and claim my expertise.
I chose the second option. And now, I help other beauty and wellness professionals do the same.
Because if you don’t claim your space, someone else will.
If you don’t get visible, your future clients will go to someone less qualified who simply had the confidence to put themselves out there.
And I don’t want that for you.
Where Do You Start? Right Here.
If any of this hits home—if you’ve ever felt frustrated watching less-experienced people get the attention, the press, the recognition—you don’t have to stay in the background.
I put together a free training called The First 5 Steps to Press, where I break down exactly how I went from an unknown esthetician to a 50X published expert—without a PR team, fancy connections, or selling my soul to the algorithm.
And I have big news: I’ve just introduced NEW payment plans for my Press & PR Mastermind course—so if you’ve been waiting for the right time to go all in on your visibility, this is it.
Next Steps: Get Visible, Get Press, Take Up Space
👉 Grab the free training right here beauty and wellness pros!
The industry needs more real experts in the spotlight. You ready?
About Elizabeth M. Donat
Elizabeth M. Donat is a NY & Internationally Licensed Esthetician, the creator of The Press & PR Mastermind, and co-creator of The Spa Owners' Sales Academy. With over 50 press mentions and two decades of experience in the beauty industry, she helps estheticians and wellness founders get the recognition they deserve.