Danielle Oyasu of Beautifully New: Five Things You Need To Know To Succeed In The Modern Beauty Industry
Staying ahead of trends in the aesthetic world. Staying ahead of trends is crucial to being competitive and relevant. My team does a wonderful job of monitoring market developments, emerging technologies, and shifting consumer preferences. Just recently, we decided to invest in a new aesthetic treatment solely based on professional consultation.
As a part of our series about “Five Things You Need To Know To Succeed In The Modern Beauty Industry”, I had the pleasure of interviewing Danielle Oyasu.
Danielle Oyasu is the founder of Beautifully New, a top medical spa in Park Ridge that provides leading-edge, innovative treatments with an emphasis on natural-looking results to help patients look and feel like the best versions of themselves. Danielle is a highly-skilled injector with extensive experience in critical care nursing and as a nurse practitioner. Trained by elite mentors from around the world, she places a high value on continuing education to stay at the forefront of the industry. Danielle was most recently recognized by Alastin as a key thought leader for 2024. She is a member of the Internation Society of Plastic and Aesthetic Nurses and the American Med Spa Association.
Thank you so much for doing this with us! Before we dive in, our readers would love to learn a bit more about you. Can you tell us a story about what brought you to this specific career path?
Of course! I have been an RN for 30 years and a Nurse Practitioner for 17. In 2019, I decided I needed a change. My kids were growing up and moving on, and it was finally my time to explore what really made me happy. I saw an Instagram post advertising Botox and Filler education for medical professionals and signed up. I was instantly in love. Everything about instilling confidence in others spoke to me.
Can you share the most interesting story that happened to you since you began your career?
I would say the most interesting story that has happened to me since I began this career was when I realized what I had created from scratch. I was addressing my staff about upcoming monthly specials in our new office location, and I got a sense of surrealism instantly. Here I was, not just a practitioner, but the founder and leader of a company I had built from the ground up. It was a moment where the gravity of my role as both a leader and an entrepreneur truly sank in.
Are you able to identify a “tipping point” in your career when you started to see success? Did you start doing anything different? Are there takeaways or lessons that others can learn from that?
Our business had just started to gain traction prior to the COVID shutdown. We were closed for three months, and I had no idea if we would retain that success and continue to grow. I made sure to stay active on social media during this time, letting our patients know we were thinking of them every day, providing treatment education, and keeping them informed about our future plans. The minute we opened, we were fully booked.
None of us are able to achieve success without some help along the way. Is there a particular person to whom you are grateful who helped get you to where you are? Can you share a story about that?
I have to credit my amazing physician Husband, who never once questioned my ability to not only educate myself as an injector but also learn to run a business. He gave up two of his own clinic rooms, which allowed me to grow the business for the first year and a half. We now operate from a 3000-square-foot, luxurious office, but I’ll always be grateful for our humble beginnings.
Ok super. Let’s now shift to the main part of our discussion. The global beauty industry today has grown to more than a half a trillion dollar business. Can you tell us about the innovations that you are bringing to the industry? How do you think that will help people?
In recent years, the beauty industry has been abuzz with the emergence of exosomes, tiny vesicles secreted by various cells, including stem cells, offering promising potential in skin care and rejuvenation. Laden with proteins, lipids, and genetic material like RNA, exosomes facilitate cell-to-cell communication and possess remarkable regenerative properties. Due to their anti-inflammatory effects, they promise to repair aging skin, minimize scars, and soothe irritated skin. Moreover, exosomes stimulate collagen production, which is crucial for maintaining skin elasticity and firmness. This trend towards holistic patient care extends further with the integration of injectable peptides, which aim to repair tissue, boost collagen production, and alleviate inflammation, tapping into biohacking to optimize the body’s defenses against harmful free radicals. The aesthetic landscape also witnesses a notable shift towards diversity and inclusion, recognizing that there’s no one-size-fits-all approach, particularly concerning injectable treatments tailored to different ethnicities. Biostimulatory treatments like Sculptra, Radiesse, PRP, and PRF have surged in popularity, offering naturally-driven results by stimulating the body’s innate collagen production, thereby enhancing volume and gradually refining skin texture.
Can you share 3 things that most excite you about the modern beauty industry?
Innovation and technology
○ From advanced skincare formulations to non-invasive cosmetic procedures utilizing state-of-the-art equipment, the possibilities for enhancing beauty and wellness are endless
Diversity and Inclusion
○ Brands are increasingly embracing diversity in their marketing campaigns, featuring a wider range of skin tones, body types, and gender identities
Sustainability and Environmental Consciousness
○ More brands are embracing eco-friendly packaging, reducing waste, and sourcing natural, ethically sourced ingredients.
Can you share 3 things that most concern you about the industry? If you had the ability to implement 3 ways to improve the industry, what would you suggest?
3 things that are concerning:
● Accessibility and Affordable
● Emphasis on unrealistic beauty standards
● Little regulation
Ways to Improve:
Enhanced Regulation and Standardization: Implementing stricter regulations and standardized guidelines for training, licensing, and practice across the industry can ensure that all practitioners meet specific competency standards and adhere to best practices in patient care and safety.
Transparency and Ethical Marketing: Encouraging transparency and ethical marketing practices within the industry can help build consumer trust. These can include clearer communication of risks and benefits, honest portrayal of results, and avoidance of deceptive advertising tactics.
Practice Daily Self-Care: Take time each day to prioritize self-care activities that make you feel good both inside and out. This could include skincare rituals, meditation, yoga, reading a book, or enjoying a soothing bath. By taking care of yourself, you’ll feel more refreshed and confident.
Focus on Positive Self-Talk: Pay attention to your inner dialogue and practice speaking to yourself with kindness and positivity. Replace negative thoughts with affirmations and reminders of your strengths and accomplishments. Cultivating a positive mindset can help boost self-confidence and make you feel more beautiful from within.
Surround Yourself with Positivity: Surround yourself with people who uplift and support you. Spend time with friends and loved ones who make you feel good about yourself and encourage you to be your best self. Avoid negative influences and toxic relationships that drain your energy and self-confidence.
You are an expert about beauty. Can you share a few ideas that anyone can use “to feel beautiful”?
In my opinion, feeling beautiful is not just about physical appearance but also about nurturing inner confidence and embracing self-care. I’m a big believer in staying active considering it boosts your mood while enhancing your natural glow! Another big step I took towards practicing self-care was journaling. I keep a gratitude journal next to my bedside and it’s the first thing I work on every morning. I highly recommend this for everyone since it has helped promote positive thinking, significantly reduced my stress, and has helped me grow as a person.
Here is the main question for our discussion. Based on your experience and success, Can you please share “Five Things You Need To Know To Succeed In The Modern Beauty Industry”. Please share a story or an example, for each.
● Embracing technology
As a growing med spa, we are always eager to learn more about new tech trends that can help us grow as a company. When we opened our doors in 2019, I was always questioning what the best approach was when it came to marketing. We wanted a stronger social media presence and TikTok was beginning to make a massive impact for our industry. My injectors and I have done a great job of showcasing our procedures, sharing monthly deals that we are offering, and letting our audience know when we have openings to come in. I’m super grateful for my staff since they are never afraid to bring me new ideas on presenting ourselves on different platforms!
● Cultivating resilience in a competitive market
Without question, the beauty industry is highly competitive. I constantly come across challenges, setbacks, and moments of intense competition in our area. When we were just starting, our budget was limited, we had not built a loyal customer base, and our main office wasn’t the most inviting space. I knew it was my job to come up with unique factors that made our spa stand out from the competition and to explain why we would be the best option for their treatments. Right from the jump, we took pride in offering exceptional customer service while treating everyone with respect and building personal relationships. We love to hear our patient’s stories, whether that be what their professional career is in, what their goals are when they come to see us, and what they appreciate about our spa. We also took the time to host community events in our area for people to come in and gather new information about us and to freely ask questions about what we can offer them!
● Remaining ethical for all standards and practices
To this day, I am extremely proud of how professional my staff handles policies and procedures that ensure our patient’s safety. When customers come in to see us, they are always informed on our confidentiality agreement, HIPPA regulations we have in place, and risks/benefits of each procedure we offer. I’ll never forget when I had a new patient come in for a hydrafacial, but was also interested in getting botox done for her forehead. She explained to me how worried she was about getting it since she had heard stories about facial asymmetry. My staff and I did an incredible job of assuring her that we would never move forward with a procedure if we didn’t feel comfortable about her health and safety. From that day, she has been one of our favorite patients that comes to see us monthly!
● Don’t compare yourself to others!
In the modern beauty industry, it’s easy to fall into the trap of comparing yourself to others. I’ve found that it’s important to stay true to your own personal unique vision, values, and strengths. There was once a time in my career when I was constantly researching med spas in my area to figure out what gave them success. I wanted to know everything about how they were handling their social media accounts, their client base, and their marketing strategies. The more I did this, the more I felt discouraged and inadequate. Instead of trying to copy what other spas were doing, we invested more time into our strengths which allowed us to show how we stood out from the rest!
● Staying ahead of trends in the aesthetic world
Staying ahead of trends is crucial to being competitive and relevant. My team does a wonderful job of monitoring market developments, emerging technologies, and shifting consumer preferences. Just recently, we decided to invest in a new aesthetic treatment solely based on professional consultation.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)
The movement I would want to inspire would have to be explaining the therapeutic benefits of spending time with animals. My husband and I own a french bulldog who is the light of my life and makes me a better person everyday. She comes with me to the office and my staff loves to see her considering she provides emotional support for them as well. I truly believe this brings the good out of them and allows them to have a positive and productive day
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
“If you’re not in the arena also getting your ass kicked, I’m not interested in your feedback.”
- Brené Brown
I have always been drawn to Brené Brown’s novels and her mindset has been a massive inspiration for my work. I love this quote in particular because it shows how to gain the respect of your team and peers in the industry. As the owner of the company, I’m not just overseeing from afar, I am entrenched in the challenges and triumphs of the business as a whole.
How can our readers follow you online?
Follow my practice at Beautifully New Med Spa @beautifullynew_chicago on Instagram and Facebook. I am also on Instagram @danielleatbnew. To book a consultation or appointment, visit beautifullynew.co or give us a call!
Thank you so much for joining us. This was very inspirational.
