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Conversations with Candice Tolliver

Today we’d like to introduce you to Candice Tolliver. 

Hi Candice, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
My start in the beauty industry was a little slow. I have always had a love for all things beauty ever since I could remember, but I decided to go to college instead. After several years of trying to purse a degree in criminal justice while raising an infant I dropped out. That was probably one of the lowest moments in my life because all of my college friends went on to graduate. There I was a college dropout turned server and bartender for the next 10 years. Although the money was lucrative for me in the service industry I knew the back-to-back doubles, and the long night shifts standing on my feet for hours wasn’t going to be a long-time career for me. But I still did it anyway because I couldn’t think of another job that was going to give me the same pay and flexibility. It wasn’t until 2015 when I began to revisit the thought of doing something in the beauty industry. That’s when I came across a new popular service called lash extensions the moment, I found out about them I did a lot of research and, found out that I could become a lash artist without formal training. At the time lash extensions were not regulated by the board of cosmetology just yet. But a few life distractions happened and I became disinterested with becoming a lash artist. My interest to be in the industry picked up again in 2017 after learning about microblading. Shortly after taking my first class, I learned about a new technique that would actually be better for all brow clients called microshading. After taking my second class in 2018 I finally registered my business and that was the beginning of Brow Down. After being wrongfully fired from a job I loved my life changed for the better. I decided I wanted to expand my business so I finally enrolled in esthetician school in 2019 and completed my program that same year. Shortly after I rebranded and renamed my business Brow Down Beauty Co. Fast forward, we are now moving into year three and I’d be lying if I said it’s been easy but I’m still here. 

Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back would you say it’s been easy or smooth in retrospect?
The road to building a business has definitely been bumpy. I believe one of the biggest challenges for me is being from a different city. I learned right away that if I didn’t get out and network or build clientele by word of mouth, then my business wouldn’t be successful. In the beginning, I lacked the confidence often not promoting myself because I felt like no one was paying attention to me because I wasn’t popular enough. But as I’ve continued to grow, I’ve noticed I have to build client trust. Another obstacle I faced as a new business owner was investing. Being able to buy quality products, decorating your space, saving for inventory, and paying rent plays a major part on the success of your business. 

Can you tell our readers more about what you do and what you think sets you apart from others?
I’ve been a licensed esthetician for 2 years now, specializing in brow artistry, full body waxing, facials, and microshading. My most popular service I offer would be brow wax and tinting. I have developed a unique shaping and tinting technique that have helped me gain many of my clients. My work stands out because of my keen eye to create precise defined brows. I am most proud that I have gained clientele pretty steadily without the use of paid advertisements. Most of my clientele base is built upon client referrals and most importantly reviews. It’s is an amazing feeling to have clients believe in me enough to not only support my small business but also promote it as well. I believe my innovative techniques, protocols for services, product selection, and work environment set me apart from other professionals in the industry. 

What quality or characteristic do you feel is most important to your success?
One of the most important characteristics to have is optimism. This so important because as I previously stated it will always be up and down moments in business, especially in the beginning, but you must remain positive at all times because the moment you give up your business will fail. You also have to have self-confidence which kind of goes hand and hand with the first trait. If you lack self-confidence then you could be stunting the growth of your business. I’m recognizing this with myself right now, still having moments of doubt when creating content. I often worry if I’m putting out my “best” work, or whether my captions are catchy enough. I’ve noticed that when I do ease up and worry less and just create, I gain the most followers. Lastly being organized is a very important trait. Being a business owner means more than being a CEO. 

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Image Credits

Candice Tolliver
Ronda Austin

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1 Comment

  1. Dreama Drummer

    May 21, 2022 at 1:35 pm

    Great job Candice. I am so proud of you 💕💕

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