Today we’d like to introduce you to E’toshia McFarland.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
My journey into the beauty industry started with a simple passion for helping people feel confident. Before becoming an esthetician, I was a makeup artist who loved seeing the transformation that happened when someone looked in the mirror and felt beautiful. But over time, I noticed so many people were using makeup to hide concerns like acne, dark marks, and insecurities about their skin. I wanted to help people love the skin underneath the makeup, and that desire led me into esthetics.
In 2017, I launched Faces By Etosh with a mission to help clients achieve healthy skin through education, customized treatments, and results-driven skincare. What started with one treatment room has grown into an award-winning spa, skincare line, and education platform. My journey has truly been a “little engine that could” story. Coming from a smaller city and being the first successful entrepreneur in my family, I didn’t have a blueprint, but I had a vision. I invested in myself, found mentors, stayed consistent, and believed that my passion could create something bigger than myself.
Today, I specialize in helping clients, especially those with melanin-rich skin, address concerns like acne, hyperpigmentation, ingrown hairs, and confidence. Through my skincare line, Faces By Etosh, I’m able to help clients continue their transformations beyond the treatment room.
As a former teacher of 12 years, education has always been a part of who I am. That passion has allowed me to mentor other beauty professionals, teach advanced trainings, host esthetician meetups, and educate on stages at industry events.
I’m proud of the awards and recognition, but what means the most is the impact on the clients who finally feel confident without makeup, the students who realize what’s possible, and the beauty professionals who now believe they can create their own path. My story is proof that your beginning does not define your destination. With purpose, perseverance, and faith, you can build something bigger than you ever imagined.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
One of my biggest challenges as a business owner has been learning that being great at your craft and being a great entrepreneur require two completely different skill sets. When I started Faces By Etosh, I knew how to serve my clients, provide amazing experiences, and get results, but I quickly learned that running a successful business also meant understanding leadership, marketing, finances, systems, and strategy.
Being the first successful entrepreneur in my family, there wasn’t always a blueprint for what I was building. I had to learn through investing in mentorship, making mistakes, taking risks, and sometimes figuring things out as I went. Every new level of growth required me to become a different version of myself.
Another challenge has been learning how to balance my passion with taking care of myself. As entrepreneurs, we often pour so much into our clients, our teams, and our businesses that we forget we are the foundation everything is built on. For many years, I was focused on accomplishing the next goal and checking off the next milestone, but I had to learn that success also includes rest, family, creating memories, and enjoying the life I was working so hard to build.
Looking back, every obstacle taught me a lesson I needed for the next season. The challenges shaped me into not only a better business owner, but a better leader, educator, and mentor. Now, I use those experiences to help other beauty professionals navigate their journey and understand that success is built through consistency, resilience, and the willingness to keep growing.
Thanks – so what else should our readers know about Faces By Etosh?
Faces By Etosh is more than a spa. It is a brand built around confidence, education, and transformation. Our mission is to help clients feel comfortable in their skin by providing customized, results-driven skincare treatments and the knowledge they need to maintain healthy skin beyond the treatment room.
We specialize in corrective skincare with a focus on concerns such as acne, hyperpigmentation, ingrown hairs, and helping clients with melanin-rich skin achieve their skin goals. I believe great skincare is not one-size-fits-all, so every client experience is centered around understanding their unique concerns, lifestyle, and creating a realistic plan that leads to lasting results.
What makes Faces By Etosh special is the connection we build with our clients. We are not just performing facials; we are walking alongside people through their skin journey. Some clients come to us after years of frustration, trying countless products, or losing confidence because of their skin. Being able to educate them, celebrate their progress, and watch their confidence return is the reason behind the work we do.
Over the years, Faces By Etosh has grown beyond the spa room into a complete skincare brand. Through our product line, we provide professional solutions clients can use at home, reinforcing that consistency is the key to transformation. Through education and mentorship, we also support other beauty professionals by teaching them how to build their brands, discover their specialty, and create sustainable careers.
I am most proud that Faces By Etosh represents possibility. It started as a passion for helping people feel beautiful, but it has grown into a platform that transforms skin, builds confidence, educates professionals, and creates community.
What does success mean to you?
My definition of success has evolved throughout my journey. Early in my career, I viewed success as achieving the goals I set for myself — opening my business, building my clientele, launching products, receiving awards, and reaching new milestones. While I am proud of those accomplishments, I have learned that true success is much deeper than what people can see from the outside.
Today, I define success by impact, purpose, and the freedom to create a life I love. Success is seeing a client regain confidence after struggling with their skin. It is watching an esthetician I mentored believe in themselves and accomplish goals they once thought were out of reach. It is knowing that something I built has the ability to help someone else grow.
I also believe success is having the ability to enjoy the fruits of your labor. For many years, I focused on building, achieving, and moving to the next goal. Now, I realize success also looks like creating memories with my family, traveling, prioritizing self-care, and being present in the life I worked so hard to create.
At this stage of my journey, success is not just about how much I can accomplish. It is about the legacy I leave, the people I impact, and becoming the person I once dreamed of being.
Contact Info:
- Website: https://facesbyetosh.com/
- Instagram: https://www.instagram.com/facesbyetosh/
- Facebook: https://www.facebook.com/etoshia.mcfarland
- Youtube: https://www.youtube.com/@FacesByETOSH
