Meet Cindy Lainez | Multicultural Skin Expert

We had the good fortune of connecting with Cindy Lainez and we’ve shared our conversation below.

Hi Cindy, we’d love to hear more about how you thought about starting your own business?
I started my business with more passion than plans. I didn’t have everything figured out—and that didn’t stop me. I trusted that if I showed up, created a space for clients, and stayed committed to learning, everything else would fall into place. Starting before I was ‘ready’ was actually the thing that set me apart.

What should our readers know about your business?
My business, Sweet Skin, is all about creating a safe, welcoming space where people can feel confident in their own skin. I focus on acne treatments, facials, and waxing, and what sets me apart is the level of care and personalization I put into every service. I don’t treat clients like numbers—I build real relationships, and I want everyone who walks into my studio to feel seen, heard, and cared for.

I’m most proud of how far I’ve come and how much I’ve grown both as an esthetician and as a business owner. When I first started, nothing about the process was easy. I didn’t have a roadmap—I just had passion and the willingness to show up, figure things out, and learn as I went. There were moments of doubt, slow seasons, and times when I questioned whether I was doing everything right. But each challenge pushed me to be more creative, more resilient, and more committed to my clients.

One of the biggest lessons I’ve learned is that you don’t need to know everything to start—you just need to start. Consistency, patience, and trusting the process have shaped my journey more than anything else. I’ve learned to celebrate small wins, continue investing in my education, and always stay open to growth.

What I want the world to know about me and my brand is that Sweet Skin wasn’t built overnight. It was built with heart. I care deeply about helping people feel comfortable and confident, and that passion is woven into everything I do. My story is still unfolding, and I’m excited for what’s next—expanding my services, growing the brand, and continuing to make an impact one face at a time.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
If my best friend came to visit, I’d definitely make sure they experienced all my favorite local spots. We’d kick things off with breakfast at Café de la Abuela—there’s nothing like their chilaquiles paired with an iced café de olla to start the day right. After fueling up, we’d head over to NB Trendy and some of the other local boutiques to do a little shopping and support small businesses in the area.

At some point during the week I’d absolutely sneak in a nail appointment with MyNailGurl—she always gets us right. And because no girls’ day is complete without something sweet, we’d stop by Manzanitas Las Originales for a little treat afterward. From good food to cute shops and self-care stops, I’d want my friend to feel the vibe of the community and see why I love it here so much.

Who else deserves some credit and recognition?
Absolutely—my mom and my boyfriend deserve so much credit in my journey. As a single mom, my mother showed me firsthand what it means to persevere no matter the circumstances. She taught me that when you lead with your heart and give something your all, you can overcome anything.

My boyfriend has supported me in a different but equally meaningful way. He constantly pushes me to think bigger—how I can grow my business, expand my vision, and one day build a true brand. Their belief in me has been a huge part of why I keep going.

Website: https://sweetskinla.com/