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Meet Denise Rodriguez of The Beauty Room SD in Eastlake in Chula Vista

Today we’d like to introduce you to Denise Rodriguez.

Denise, please share your story with us. How did you get to where you are today?
I began working with a physician as a medical assistant in 2003. Three years later, she brought in a medical grade skincare line to offer her patients. I had the opportunity to begin learning about the role products play in skincare overall. I had always loved knowing how and why things worked, so I gradually realized I needed to really understand skin and skincare more in depth in order to help sell products. With the support of my employer, I attended the Esthetics program at Marinello School in El Cajon.

Then 2009, I became a licensed esthetician. I would love to say that I had been passionately working with clients ever since, however, that was not my reality. My reality was that life happened and in 2013, I found myself as a wife and a mother of two beautiful boys with little money and no time to work. I was unable to keep my longtime employment and was forced to find a source of income elsewhere. I decided I would try to continue to work as an esthetician any way I could. So, as with any great business in the making, I began working out of my garage. I arranged a white tent and all of my equipment, which really only included a wax pot and a facial steamer and I offered the most basic facial possible to friends and family. Truth be told, I really looked forward to the few who trusted in coming to see me for facials. Not only was I able to create a relaxing environment for them, but it was a way for me to decompress as well. Unfortunately, my husband and I found ourselves in a situation where we had to leave the home we were in and move in with a friend, thus ending any possibility for growth in something I thought had potential. But, as they say, when one door closes, God opens another and in 2015 our financial situation improved and I was given the opportunity to rent a space inside a medical facility. I felt my first year as an independent esthetician was the most difficult. I started out without any clientele and very minimal products and supplies. There were months where I only had 2 clients, but little by little I invested what I could in designing a logo, getting business cards and setting up a landing page on the web. I knew I had real potential and so did my business. There was no money for real marketing so I offered free facials to potential clients and organizations who needed raffle gifts. With the help of family, friends, and clients, my business made it through its second year.

Today, I find myself in a much better position and I know not all business owners can say that. My business comes strictly from referrals. And really? What better way to gain a client than to have someone you trust give you their honest opinion about the work or service that I provide? I am beyond blessed. I was able to find Skin Script, an amazing professional skincare line to offer my clients, as well as, continue my education in the field. I am still far from where I want to be but I am definitely on my way.

I recently had someone ask me, “Why is your business name The Beauty Room SD? Why not just The Beauty Room? It makes it seem like there are more locations.”

And for a moment I remembered my dad and something he shared with me about his own business. He had said that he never looked at his auto repair shop as a little shop, he always saw it as a big business that would compete with the Big Guys (dealerships). And that is exactly what he has done.

So that is exactly where I am headed one day. We all have to start somewhere.
The Beauty Room LA or maybe the Beauty Room NY, who knows where this road will lead but I am excited to be on it and sharing my passion with anyone who walks through my door.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Definitely not a smooth road. Lack of time to dedicate to my business has probably been the most difficult obstacle to overcome. I still struggle with that now. I am in a position where balancing my family life (husband, 2 boys and 10-month-old baby girl) and my work is challenging. As a mom, you always feel guilty about all the things you should be doing and rarely see all the things you are still accomplishing. I am constantly trying to find that balance.

We’d love to hear more about your business.
My business consists of me and what I do best! I love that I can be accommodating with appointment times, generous with samples or products, offer free services or specials, or customize treatments any way I find is best for my clients. It’s wonderful to have that freedom and not have to follow a corporate manual.

One thing my clients can count on is consistency. Sometimes when going to places with multiple estheticians, the quality can suffer. One esthetician may offer 2 mins of extractions while another is willing to do 5 mins. One day, the service is wonderful and another day you can sense the tension amongst the staff. My clients know what to expect every time and I love surprising them with bonus services or discounts! I also feel that my business is unique in that it is very personable and relaxing. I go above and beyond for my clients to help them enjoy whatever service they are requesting.

I would say that I am known for my facials, specifically my Signature Facial, which includes an upper body massage. Any client who has that facial will never choose anything less. It is the best 60 mins you can ask for! It is something you have to experience to really understand!

What were you like growing up?
Growing up I was a pretty friendly kid until I reached my teenage years and felt the world was against me. I came from a strict and old-fashioned household so I wasn’t allowed to do much. I was pushed to get a job but never to go to college, which is why it took a long time for me to figure out what I was good at and what made me happy. I found that time for myself was precious and I always preferred quietness over noise.

The first time I went to a spa, it was the Burke Williams in Orange, CA. I instantly fell in love with the atmosphere and the energy. Little did I know, my calling would come much later in life. In the meantime, I was happy to enjoy spas, massages and energy work. Basically anything I felt brought peace and relaxation.


  • Signature Facial – 60 min of Relaxation and Rejuvenation (Includes: Cleansing, Enzyme Exfoliation Treatment, Extractions, Face & Upper Body Massage, Professional Mask, Customized Product Application) $75

Contact Info:

Image Credit:

Photographer: Ryan Hakoda

Getting in touch: SDVoyager is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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