Today we’d like to introduce you to Elizabeth (Liz) Freeman.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I become a licensed Esthetician in 2020 (I know probably the worst time to get into personal care services) at the time spas were unfortunately closed due to the pandemic, so I fell back on my previous career of working in kitchens for about a year. Once spas opened back up I jumped on the opportunity to start working in the field I went to school for. After several years of working in some franchise spas throughout LA I decided at the end of 2024 that it was time for me to venture off on my own and really start taking my career and services to the next level. I was extremely fortunate that at the same time an esthetician friend of mine decided to expand her business in Highland Park (Bunny’s) and bring on booth renters into her space. Having my own space and ability to focus on what is important to me in my services has been unbelievably valuable.
I wanted to create a relaxing and serene environment that also delivers beautiful results for my clients skin needs.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Opening any business is always a struggle, much of my struggles have been centered around client outreach and gaining new clientele. I have a fair amount of regulars from previous spas who have been extremely loyal to me and vital to me stabilizing my business during the first couple months of being open. Word of mouth in this industry is one of the most successful marketing tools, but you can do only so much up until they actually make the appointment, that’s the hard part getting people to actually pull the trigger on making that first appointment, because once they do they often will continue to come back.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
In my facial services I take a heavy focus on facial massage, education, and the importance of home care. Facial massage become a real passion of mine later on in my career as a esthetician, once I had actually had a facial that was centered around facial massage I became obsessed with learning new techniques and creating my own style of facial massage, this has also been the thing that has set me apart from many other estheticians, I found that spending a bunch of money on tools and fancy products made no sense when I have the best tools at my disposal already, my hands. I watch tons of videos on instagram as well as taking online and some in person courses, I am constantly changing and improving on my facial massage, bringing in new techniques constantly.
I also take a heavy focus on educating my clients not only about their own skin (skin type, skin conditions) but how the different ingredients and products work with their skin. This helps the client better understand their skin and feel more confident in not only our treatments but just overall what they are using on their skin. Skincare is constantly changing and advancing so you also have to keep up to date with every new technology and trend, keeping up date with trends is also important because they often are just that a trend that will pass with time.
Helping my clients have the tools at home in the most important aspect of my job, if they don’t have the tools or knowledge to take care of their skin at home the treatments we do become void. Getting to your skin goals is only 25% treatments, the other 75% is home care, you will not get results without it. Imagine you go meet with your personal trainer once a month, but they give you a program to do the rest of the month in between sessions but you don’t do it, you wont see results, the same goes for skincare.
Are there any important lessons you’ve learned that you can share with us?
Not doubting myself, its hard when you have a day or week with no bookings, its hard when you have someone whose being seeing you at a franchise spa for 2+ years and they say they’re going to follow you but you don’t ever get that booking. I have to remind myself these things are often not in my power, I can pass the information along, I can encourage them to come see me, but when it comes down to it, them actually booking the appointment is up to them.
Pricing:
- 70 minute Custom Facial $185
- Nano infusion add on $40
- Chemical Peel add on $20
- Microdermabrasion add on $35
- Gua Sha add on $15 (complimentary for first time clients)
Contact Info:
- Website: https://www.fouryouesthetics.com/
- Instagram: https://www.instagram.com/fouryou.la?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw==
- Yelp: https://www.yelp.com/biz/four-you-esthetics-los-angeles?osq=four+you
Image Credits
Gregory Thaler
