When Tiffanie Orr and Jessica Peterson invited me to be a guest on the Beyond Esthetics podcast, I didn’t realize how emotional the experience would be. As I sat down to record with these two incredible women, I found myself sharing a story I’d never fully told before—the story of how Boise Beauty Connection came to be, and why it matters so much to me.
A Little Background: Twenty Years in Beauty
Before I dive into my podcast experience, let me introduce myself properly. I’m Sarah Faustine, a licensed esthetician with 20 years of experience in the beauty and skincare industry. Throughout my career, I’ve worn many hats: I’ve worked in day spas, a dermatology office, and a plastic surgery practice. I’ve owned my own business, launched a curated skincare line with an online store, and eventually founded what would become Boise Beauty Connection.
What makes my perspective unique is that I’ve seen this industry from every angle—clinical, retail, digital, and most importantly, as both a professional and a loyal client. That dual perspective? It’s everything. And honestly, it’s what led me to create something I desperately needed when I couldn’t find it anywhere else.
The Move That Changed Everything
Here’s the thing about moving to a new city: you lose your trusted network overnight. When I moved to Boise, I didn’t just lose my favorite coffee shop or my go-to restaurant. I lost my trusted esthetician, my hairstylist, my makeup artist—all the people who knew exactly what I needed and how I liked things done.
So naturally, I did what anyone would do in 2020: I turned to Google. I searched for the “best” estheticians in Boise, the “top-rated” salons, the “most reviewed” beauty professionals. I clicked on the businesses with five-star ratings and beautiful Instagram feeds. Then, I booked appointments with high hopes.
And then? I left disappointed. Again and again.
Sometimes it was the service itself—techniques that felt outdated or results that fell short of expectations. Other times, it was the customer service that missed the mark. A lack of communication. Feeling rushed. Not being heard when I explained what I was looking for. These weren’t necessarily bad businesses, but they weren’t the right fit for me, and I had no way of knowing that beforehand.
That’s when I realized what was missing in the Boise beauty industry: a trusted source who understood beauty from both sides of the treatment table. Someone who could help clients find professionals they’d truly connect with, and help professionals showcase what makes them special beyond a star rating or a pretty feed.
Beyond Esthetics: A Platform Built on Authenticity
Fast forward to my conversation with Tiffanie and Jess on the Beyond Esthetics podcast, and I found myself explaining all of this for the first time publicly. If you’re not familiar with their show, Beyond Esthetics is a podcast that goes deeper than surface-level beauty talk. Jessica Peterson and Tiffanie Orr create a space where beauty professionals can share their real stories, challenges, and triumphs in this industry.
Tiffanie, who runs Sweet Cheeks University and offers the Brazilian Wax Masterclass, brings incredible expertise in education and business building. Jessica, known as The Esthi Coach, specializes in helping estheticians master retail sales and client retention. Together, they’ve built a platform that supports beauty professionals at every stage of their journey.
What struck me most during our recording was their authenticity and willingness to let me tell my story without any pretense. They didn’t just want soundbites—they wanted to understand the heart behind Boise Beauty Connection. That openness created a safe space for me to share things I’d never really talked about publicly, including my entire journey through esthetics and how I arrived at this unexpected chapter.
From Anonymous Accounts to Behind-the-Scenes Storytelling
Initially, Boise Beauty Connection started as something much simpler. I created an anonymous social media account to highlight local businesses that I genuinely loved. No agenda, no monetization—just a way to share the hidden gems I was discovering in the Boise beauty industry as I explored my new home.
The response was immediate and overwhelming. People were hungry for trusted recommendations. They wanted to know where I got my facials, who did my brows, which injector I trusted. The DMs poured in with questions I was happy to answer because I understood the struggle of finding the right fit.
As the community grew, so did my vision. The social media platform evolved into a comprehensive website where I could provide more detailed information about beauty professionals and businesses. But even that wasn’t enough. I realized that to truly help clients connect with the right professionals, I needed to go deeper. That’s when Boise Beauty Connection transformed again—this time into a content creation platform offering behind-the-scenes video footage and brand storytelling for beauty businesses of all kinds.
The Mission: Vetting, Connecting, and Elevating
During the podcast, Tiffanie and Jess asked me about my main goal with Boise Beauty Connection, and I was able to articulate something I’d felt for a long time: I want this to be THE go-to resource for all things beauty in the Treasure Valley and beyond.
But what does that actually mean? It means two things.
For clients, I want them to know that when they find a business or professional featured on Boise Beauty Connection, I’ve personally vetted them. I understand their techniques, their customer service philosophy, and their specialties. I can help you find someone who matches not just your beauty needs, but your personality and preferences too. Whether you’re looking for someone like Jessica Marino, known for her exceptional blonding and hair extension expertise, or Danielle Smith, who brings artistry to every makeup application, or discovering incredible local businesses like SKINOWL with Annie Tevelin, who offers vegan skincare solutions, I want to provide the context that helps you make informed decisions. I want to provide the context that helps you make informed decisions.
For beauty professionals, I want them to know I’m here to highlight their specialties and tell their stories in a way that resonates with their ideal clients. It’s not just about listing services or posting pretty pictures—it’s about showcasing what makes each professional unique. Take Marti Hutchinson, for example, whose approach to beauty combines technical skill with genuine care. Or Jessica Keen, who has built her reputation on consistency and client trust. These are the stories that matter, and these are the details that help clients find their perfect match.
Why This Dual Perspective Matters
One of the key topics Tiffanie and Jess wanted to explore was how being both a beauty professional and a loyal client has shaped my perspective. The truth is, this dual lens is everything.
As a professional, I understand the challenges of this industry. The long hours, the physical demands, the constant need to stay educated on new techniques and products. I know what it takes to build a business, maintain licensure, invest in quality products and equipment, and create an experience that keeps clients coming back. I have deep respect for the dedication required to succeed in this field.
As a client, I know what it feels like to be vulnerable in someone else’s hands. I understand the anxiety of trying a new professional, the disappointment when results don’t meet expectations, and the absolute joy of finding someone who truly gets you. I know that clients aren’t just buying a service—they’re investing in how they feel about themselves, and that’s sacred.
This combination allows me to evaluate beauty businesses differently than a typical reviewer or even another industry professional might. I’m not just looking at technical skill or business metrics. I’m considering the entire client experience: How does communication happen? What’s the vibe when you walk in? Does this professional truly listen? Are they educating their clients or just performing services? Do they follow up? Do they make you feel valued?
These are the elements that transform a good beauty business into an exceptional one, and they’re exactly what I look for when deciding who to feature through Boise Beauty Connection.
The Beauty Community We’re Building
Something beautiful has happened as Boise Beauty Connection has grown—it’s become more than just a directory or review site. It’s becoming a community. A place where clients feel empowered to make informed decisions about their beauty journey, and where professionals feel celebrated for the work they do.
The Boise beauty industry is thriving, filled with talented professionals who are passionate about their craft. My role isn’t to create that talent or passion—it’s to shine a light on it, to connect the dots between amazing professionals and the clients who need them.
Moreover, through my expanded content creation services, I’m able to help beauty businesses tell their stories in compelling ways. Behind-the-scenes footage, brand storytelling videos, and authentic content that showcases the heart behind the business—these are the tools that help professionals stand out in a crowded market and attract their ideal clients.
Lessons from the Podcast Experience
Recording with Tiffanie and Jess was a masterclass in vulnerability and authenticity. They asked thoughtful questions that pushed me to reflect on my journey in ways I hadn’t before. The ladies celebrated my wins and normalized my struggles. And, created space for a real conversation about what it takes to build something meaningful in this industry.
If you’re a beauty professional, I highly recommend checking out the Beyond Esthetics podcast. Tiffanie and Jessica are doing incredible work supporting estheticians and beauty entrepreneurs at every stage. Whether you’re just starting out or looking to take your established business to the next level, their episodes offer practical wisdom and genuine encouragement.
Additionally, if you’re looking to improve your retail sales, Jessica Peterson’s Retail Sales Masterclass is an invaluable resource.For waxing specialists, Tiffanie’s Brazilian Wax Masterclass through Sweet Cheeks University is the gold standard for education in that specialty.
What’s Next for Boise Beauty Connection
As I look toward the future, I’m energized by the possibilities. The vision is to expand Boise Beauty Connection geographically and increase value for both clients and professionals.
I want to create more educational content about treatments and techniques, develop video storytelling that highlights our local professionals, and foster connections throughout the beauty community.
This isn’t just a business for me. It’s a calling that combines everything I’ve learned over 20 years in this industry with my passion for connection, quality, and authentic service.
Join Me on This Journey
Whether you’re a client searching for your next trusted beauty professional or a beauty business owner looking to amplify your story: I invite you to be part of the Boise Beauty Connection community.
Follow us on Instagram and Facebook @boise_beautyconnection to stay updated on featured businesses, beauty tips, and industry insights. Dive into our beauty blog for deeper conversations about treatments, trends, and the local beauty scene. And, if you love a beauty business that you think deserves recognition, please refer them to me—I’m always looking for the next incredible professional to feature.
My conversation with Tiffanie and Jess on the Beyond Esthetics podcast reminded me why I started this journey in the first place. It’s not about creating another review site or another beauty directory. It’s about building something that genuinely serves our community. Creating meaningful connections between talented professionals and the clients who will value them most.
After all, beauty isn’t just about the services we provide or receive. It’s about the relationships we build, the trust we establish, and the confidence we help others feel in their own skin. That’s the heart of Boise Beauty Connection, and I couldn’t be more excited about where we’re headed.
Thank you, Tiffanie and Jess, for giving me the space to share this story. And thank you to everyone who has supported Boise Beauty Connection along the way. This is just the beginning.
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