Before I ever became an esthetician business coach over a decade ago, I owned a high-end salon and spa with 19 employees, so I understand what it’s like to lead a team, juggle payroll, lead team meetings, and carry the weight of everyone else’s success on your shoulders.
I also know the loneliness that can come with leadership. The kind that no one talks about…
That’s why I don’t coach from a pedestal. I coach from experience. I’ve made the hard decisions. I've made bad decisions. I’ve navigated the chaos. I’ve also seen what’s possible when you shift out of survival mode and start thinking like a true business owner.
I get you.
Once I downsized and sold my spa, I worked as a rep for a global professional skincare line. I traveled nonstop, connecting with estheticians and spa owners across the nation. What I saw behind the scenes was consistent: wildly talented professionals who were exhausted, underpaid, and stuck in outdated business models.
No opening orders were pushed. I asked questions. I listened. I offered solutions. I consulted.
I loved it. But it wasn’t enough. So, I quit my sales rep job to open coaching services to help my fellow estheticians.
I immediately sought out a business coach and built the Esthetician Business Academy. There was a massive mix of ambition filling the NEED bubbling inside me. It was important to me to create a space where estheticians could learn how to run a business, not just a treatment room.
This work is deeply personal to me because I believe estheticians deserve more than just “making it through the month.”
Think like a visionary even if you're still in startup mode.
Lead a team with clarity and confidence.
Earn what your expertise is worth…without the burnout.
One of my favorite things to help you achieve is building a business and a life you want. With strategy. With systems. A solid marketing plan. And with the kind of honest guidance that skips the hype and gets to the heart of what you desire.
I believe in transformation! The kind that starts internally, then rewires your entire business model.
If you’re ready to step into the next evolution of your career, fill out the Elite VIP 1:1 Coaching application.
The Beauty Business Coach
Behind 1,000+ Esthetician Success Stories
esthetician business coach, former spa owner, and the strategist beauty pros call when they’re done playing small and ready to lead like CEOs.
After building and selling a successful spa, I stepped into a global role leading sales for a major skincare brand. That real-world experience gave me insight that most coaches lack, and it’s exactly why my clients see business growth.
As a Gallup-trained Strengths Coach, I help estheticians lead from their natural talents, rather than focusing on their weaknesses. It’s not about doing more. Honestly, it’s about doing less, doing what works strategically, sustainably, and with a team behind you.
When you stop winging it and start leading, you get structure, strategy, and accountability backed by a team who understands the beauty business inside and out.
If you’re ready to treat your business like a business, we’re ready to help you lead it.
Maxine gave me so much information and tips on how to expand my business and really helped me to target my ideal client. Her approach to marketing is brilliant and easy to understand and follow. I have no doubt my business will increase after implementing her strategies.
SONIAA COX
Maxine is a fantastic coach! If you are an Esthetician in need of business guidance and support to grow your practice, the Esthetician Inner Circle is the perfect place to find the support you’re looking for. Maxine’s positive attitude and knowledge, combined with support and idea sharing from like-minded professionals in our industry, is invaluable. I highly recommend Maxine and the Esthetician Inner Circle!
teri kotantoulas
I’ve had the privilege of knowing & working with Maxine for 12 years now and have found myself saying on many occasions “she is consistently incredible”. A wealthy source of knowledge in addition to being on point, generous, kind & attentive, Maxine is a true professional with so much to offer.
SHAWNA PELTON
PROPEL YOUR ESTHETICS CAREER FORWARD WITH ELITE VIP COACHING
Team up with a coach who's walked in your shoes.
ONE-ON-ONE ELITE ESTHETICIAN VIP COACHING
The VIP experience is for elite estheticians who are ready to rev up their game and get truly focused on their big picture. This program is customized and tailored to fit your individual business needs to help stretch you beyond your current level of success.
The Elite VIP Esthetician Coaching program includes:
- Private one-on-one coaching with Maxine or Rebekah
- Brainstorming and strategy session
- Custom, tailored business mapping and planning
- Leadership guidance
- Employee manual template
- Job ad templates
- Hiring and onboarding guides
- Standard operating procedures for service providers and front desk/guest services
- Action steps and accountability during the entire program. We are on your team!
Meet the Team That’s Got Your Back
When you work with me, you're getting a full team of specialists who understand the inner workings of a beauty business, from branding to backend systems.
Our team includes marketers, copywriters, SEO pros, automation experts, and tech support who know the esthetician world inside and out.
Whether you're building your first email funnel or scaling your spa operations, we've got the right brainpower to get you there, without the guesswork.
RITA ESTER: Technology Trainer & Marketing Strategist
Rita has been part of the team since 2019. With over a decade of experience in sales and marketing, she now leads our monthly Tech Talk sessions in the Esthetician Inner Circle. From automations and SEO to ChatGPT implementation, she makes complex tech seem simple so you can build systems that work while you rest. Based in Louisiana, she balances mom life, beach trips, and marketing mastery.
Jeremy Kenerson: Digital Marketing Expert & Delegation Strategist
With roots in internet marketing dating back to 2009 (including leading sales at Infusionsoft/Keap), Jeremy co-founded a successful agency in 2013. He specializes in SEO, paid ads, CRM automation, and outsourcing strategy, helping spa owners streamline operations, scale faster, and free up their time.
JONATHAN HOROWITZ: TECHNICAL SOLUTIONS & SYSTEMS ENGINEER
Jonathan is our behind-the-scenes tech genius. He supports the team by building custom backend solutions, troubleshooting complex issues, and ensuring all our platforms run smoothly.
Kyrah Mijares: Client Care & Support Specialist
Kyrah is the organized, attentive presence behind smooth onboarding, tech support, and client communications. She handles the logistics so you stay focused and supported along your journey. A travel- and tech-loving multitasker, she brings calm, care, and clarity to every interaction.
You’ve followed the influencers. Bought the courses. Downloaded the scripts.
And still, you’re stuck.
It’s not because you’re not trying. It’s because no one gave you a solid plan. Until now.
You don’t need another checklist or course collecting dust.
You need a clear plan and someone who knows how to help you implement it.
Whether you’re just starting out or scaling past six figures, we’ll help you map your next move and make it happen.
You’re an esthetician and a business owner. It’s time your business started working as hard as you do.
Who This Isn’t For
If you’re looking for a quick fix, viral hacks, or a coach who’ll tell you what you want to hear, I’m not the right fit.
I work with estheticians who are serious about growth. Business owners who are committed to doing the work, ready to lead, and are done wasting time on strategies that don’t stick.
frequently asked questions
Expect structure. Expect accountability. And expect someone who will challenge you to lead without shaming you for where you’re at. You’ll get clear goals, weekly or monthly action steps, and support from people who know the esthetician space inside and out.
Nope. Whether you’re just starting out solo or managing a full spa team, there’s a program designed for your stage of business. We meet you where you are and help you grow from there.