local storiesApril 14, 2025

Check Out Miwa Mayemura’s Story

Local Stories

Today we’d like to introduce you to Miwa Mayemura

Hi Miwa, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Every moment—whether meticulously planned or seemingly random—has led me to this point: becoming the proud owner and sole esthetician of Serenaire, a thriving local business that coalesces beauty services and wellness in Old Torrance. From the precise timing of switching my majors during undergrad to a stroke of pandemic-induced boredom and soul-searching, and even the serendipity of becoming someone’s lash extension model—it all played a role in shaping my journey. Serenaire offers a diverse array of esthetic services in the South Bay, including lash extensions, keratin lash lifts and tints, gender-friendly waxing, and more.

As I approach my fourth year in this ever-evolving industry, I’ve been blessed to witness and experience the transformative “magic” of beauty services and their deep-rooted impact beyond enhancing one’s appearance. If you’d told my 18-year-old self that I’d own a beauty business in my twenties, she wouldn’t have believed you. Back then, I had my sights deeply set on enduring the long journey of getting into medical school, chasing a dream of becoming a dermatologist—a dream I later realized wasn’t truly mine.

Letting go of that dream was one of the hardest but most necessary decisions I’ve ever made. Releasing the self-imposed pressure to stick with a path that no longer aligned with me opened doors I never knew existed. Had I stayed on the pre-med track, I don’t think I would’ve found the time or inspiration to explore a completely new skill during the pandemic.

My love affair with lash extensions began in 2021 when I jumped at an opportunity I found on Instagram to be someone’s model for a free set of lashes. And let’s be real—what broke college student could resist a luxury service for free? The moment I saw my reflection with those extensions, I was hooked. Shortly after, I booked with another local lash artist in Orange County, which turned my casual interest into a deep appreciation—not just for the lashes themselves but for the overall experience. Imagine this: over an hour of sharing unserious to very serious tea, gaining insightful advice, sneaking in a life-altering nap, and waking up having the confidence level of Beyoncé with a fresh set of lashes. This transformative encounter and genuine connection built along the way is the very thing that kept me coming back as a loyal customer.

I decided to take the leap and enroll in my lash artist’s certification course. Having already built trust as her client, I felt confident in her as a mentor. Completing my certification was just the beginning, and it wasn’t long before word spread quickly amongst friends and acquaintances near my college campus. I was overwhelmed with gratitude at how fast and organically my little college apartment-based side hustle was growing. I adapted quickly to find my rhythm as a new business owner while juggling college life and also dealing with distressing family matters from afar. I really took solace in my new craft as a sort of escape from everything going on at the time.

For me, the beauty of this career lies in its blend of artistry and human connection. Each client taught me something new—whether it was mastering a technique, tailoring a set to unique eye shapes, or building deeper bonds with them during our sessions. When my clients lie down, they entrust me with their closed eyes—literally—and often their open hearts. We exchange our stories, laughter, joys, struggles, and even the piping hot tea going on in our love lives. These moments of shared vulnerability are genuinely what fuel my passion.

As my clientele grew, I knew I wanted to elevate this side hustle to the next level. Balancing academics, social life, and entrepreneurship was no easy feat, but I successfully managed to graduate early as a first-gen college student in 2022. That summer, I enrolled in esthetician school, studied countless hours for the state board exam, earned my license, and took a leap of faith by renting out my first studio space in Hermosa Beach.

I’m humbled by how far I’ve come—from lashing in a tiny college apartment to now being in a new, spacious studio located in the heart of Old Torrance! Looking ahead, I’m eager to expand Serenaire’s impact as an AAPI- and woman-owned beauty business and inspire others to embrace the beauty of their own unique journeys.

We all face challenges, but looking back would you describe it as a relatively smooth road?
The beauty industry offers an endless array of possibilities, which can often feel more overwhelming than not. I’m constantly being reminded from the universe that growth is not linear: one step forward, two steps back, a loop here, a skyrocket there, and sometimes a plummet down to the next thing. For creatives and solo entrepreneurs like me, especially those diagnosed with ADHD, running a business can feel daunting at times.

One of the biggest perks of owning Serenaire is the flexibility to fine-tune every detail as I see fit, but that also means there’s no real end to the process. This constant pursuit of improvement can easily lead to analysis paralysis, where I get stuck in the details and struggle with the uncertainty of what to prioritize next. With so many potential avenues for growth, it’s intimidating trying to decide on the next step in a career path that’s unfolding as I go—there’s no ‘one-size-fits-all’ step-by-step guide. But maybe that’s part of the beauty.

Imposter syndrome and self-doubt have been regular companions along the way, but with each step forward, my confidence grows. I’ve learned that going back to the basics and setting a clear intention for my brand keeps me grounded. By focusing on my core values, I’ve found it easier to make decisions and navigate this industry with a sense of clarity and purpose.

Appreciate you sharing that. What else should we know about what you do?
As the owner of Serenaire, I wear many hats to ensure my business reflects the values I wish were more common in the industry. Beyond being a licensed esthetician, I also take on roles as content creator, head of marketing and design, accountant, as well as life coach. While Serenaire offers an eclectic range of services, I’ve always specialized in detailed lash artistry. My menu includes lash extensions, lash lifts and tints, and gender-friendly waxing hair removal services.

What I’m most proud of is the trust I’ve cultivated with my clients over the years. It’s incredibly special to see someone walk in feeling somewhat nervous and leave as if we’ve known each other for ages. Rooted in the philosophy of “meeting yourself where you are,” I strive to create a compassionate space for growth and transformation throughout each session.

At Serenaire, I view beauty as a holistic and therapeutic experience. As a woman- and AAPI-owned beauty business, I attract clients who value the experience as much as the service itself. Many come seeking more than a superficial treatment— they find moments of genuine connection and self-discovery. The magic happens in these moments, where our conversations allow me to help them embrace their most authentic selves.

Is there anyone you’d like to thank or give credit to?
The hundreds of clients I’ve encountered since starting Serenaire hold a special place in my heart and are the reason I’m inspired to continue growing. They deserve all the credit! I’m constantly learning from them and their stories, which motivate me to be a better provider, listener, and friend.

I’m also incredibly grateful for my community of support, which includes my closest friends—many of whom have become my chosen family, with some connections blossoming just this past year. My support system has shown me the power of unconditional love. Whether offering a listening ear or fresh perspective, becoming clients, engaging with my social media, or simply motivating me, they’ve been a constant reminder to keep pushing forward on this dynamic, winding career path.

I’d like to highlight my dearest friend, Amelia, whom I met by chance through one of my mentors in the beauty industry. Our connection led me to rent space in her studio, The Beauty Bar, where we work our magic side by side. Beyond being one of the best permanent makeup artists in the South Bay, Amelia is like the “big sis” I always wished I had (though I’m fortunate to already have many siblings!).

There’s a saying: “I am a mosaic of everyone I’ve ever loved (and met),” and it perfectly sums up how every encounter, big or small, has contributed to my personal growth and the success of Serenaire. This is one of the many reasons why I value the art of genuine connection so deeply and leave myself open to meeting new people. After all, fostering these connections is part of the very essence of Serenaire, with every session being an opportunity to uplift, connect, and inspire.

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