Today we’d like to introduce you to Alexandra Soto
Hi Alexandra, we’d love for you to start by introducing yourself.
I started practicing skin care, personally, as a pre-teen because of genetic acne. Luckily, my hairdresser-mom knew several estheticians and I started getting facials at the young age of 9 or 10; I’m unsure and we argue over that fact, but still, very young. Anyways, she did not want me to go into the beauty industry. I think she would have preferred that I went into administrative or corporate work. I tried that, but it wasn’t for me.
On the day that I graduated from business school, shoutout Mount Saint Mary’s MBA weekend program, my father shared with me that he had stage 3 Malignant Melanoma, and had it ongoing for 2 years. He waited to tell me, as to avoid adding stress to my life and I understood. I began attending some of my dad’s doctor’s appointments with him and became interested in skin care as a profession. I decided to enroll in a local beauty college and became incredibly passionate about not only skin care, but wellness and hygiene as well.
I couldn’t have made such a successful career-change without my parents’ support. They’re immigrants and expected that their first born child would be a doctor who cured cancer or was the next AOC. When it became obvious that wasn’t going to be me, they celebrated the gifts that I do have. That allowed me to grow and thrive in a career that was heavily influenced by my parents. My dad is 5 years in remission and my mom owns a successful beauty salon in the downtown Montebello, Ca. I am very proud of them and my Mexican-Nicaraguanse heritage.
Skin care is not only my passion: it’s my calling. I am proud to cater to an incredibly diverse clientele, ranging from 16 years-old to 92 years-old. I treat skin of all ethnic backgrounds, every skin type, and all genders. I have taught the California state board curriculum at two of the most prestigious beauty schools in the country: Aveda Institute and Paul Mitchell: The School. I highly value education, as it is the primary source of my confidence and expertise.
Having managed and run 2 shops, I am currently on my 3rd brick and mortar venture at Prim Lyfe in Redondo Beach, Ca. Born and raised in SoCal, it has always been a dream of mine to live and work at the beach. 10 years ago, I was lucky enough to move out to Hermosa Beach on a whim, due to the corporate job I tried. When that didn’t work out, I moved back inland and it has taken me 10 years to re-establish myself, this time for good, in the South Bay.
I’ve been providing my services in Redondo Beach for one year now and many clients have continued to follow me, no matter the distance. I have begun to meet new regular clients and invite even more prospective clients! My books are open and I enjoy building relationships that last through the years!
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Let’s just say when the going gets tough, the tough get going…. yeah, that’s the best way to describe it. The bumps build character and I am grateful for that.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I’m known for giving excellent facial experiences. I think because I have gotten facials for so long and utilized professional products at a time when even grown women did not have as sophisticated routine as my pre-teen self, I have really come to understand skin care from a unique point of view. I think about skin care from all angles: home care, professional treatments, nutrition, medicinal intake, sleep schedule, work environment, budget, and lifestyle.
It doesn’t matter who I’m talking to, if they are interested in skin care and asking me questions, they are usually able to connect with what I’m saying. I also pride myself in not “examining” people’s skin while outside the treatment room and not giving unsolicited skin advice. I always say the best skin care brand is the one you use! If I don’t know anything about you or your skin, sorry, I can’t advise you. It takes 3 facials for someone to become my regular, so I take a lot of pride in the relationships I build with my clients.
Risk taking is a topic that people have widely differing views on – we’d love to hear your thoughts.
I might be on the extreme end of risk-taking, naturally, but over time I have learned to control the urge. Alright, without giving myself away entirely, I have taken major risks to get to where I am today. I’ve risked money, relationships, and most common material possessions you could imagine. Nothing is ever worth risking the loss of sense of self though. I drew a line there and learned to be more risk-averse. I think there is a time and a place for it. Youth is a good start!
Pricing:
- My pricing is straightforward… on-site, $100/hr
- Travel $200/hour + mileage
Contact Info:
- Website: https://Www.primlyfe.com
- Instagram: Redondo_esthetician
Image Credits
Octavio Dominguez
