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Shopify Success: How Jessica Winney is Scaling Beauty Businesses Through E-Commerce

Writer's picture: LisaLisa

The beauty industry is no stranger to change, but when the pandemic turned the world upside down, beauty professionals everywhere had to get creative. For Jessica "Winnie" Winnie, an esthetician turned web designer, the shutdowns in 2020 marked the start of an inspiring journey into the world of e-commerce. In this blog post, we’ll explore how Winnie transformed her own business through Shopify and is now helping other beauty professionals achieve remarkable success.


From Esthetician to E-Commerce Expert

Winnie’s story began like so many others during the pandemic: forced to adapt to unprecedented circumstances. With her California-based esthetician business shuttered and a new baby to care for, Winnie started selling facial kits to her clients. Though the process was initially clunky, her ingenuity and willingness to learn opened doors she never anticipated.

“I had no idea what I was doing,” Winnie recalls. “But I kept documenting my journey, and that’s what resonated with people.” This transparency not only connected her with a wider audience but also sparked interest in the platforms and tools she was using—most notably, Shopify.


Why Shopify?

For beauty professionals looking to expand their businesses, Shopify offers more than just an online storefront. Winnie explains that the platform can be a comprehensive solution, providing tools for product sales, booking systems, client portals, and even digital courses. Its flexibility allows for streamlined operations and significant scalability, as evidenced by Winnie’s clients.

Take, for example, an esthetician client who transitioned to Shopify and doubled her annual revenue, hitting $500,000 in sales. “Shopify is a money-making machine,” Winnie says. “It works for you if you take the time to set it up correctly.”


The Power of Storytelling in E-Commerce

Winnie’s success isn’t just about technology—it’s about connection. She emphasizes the importance of storytelling and authenticity in building an e-commerce presence. By sharing her experiences, from juggling motherhood to launching her own store, Winnie has built trust with her audience and inspired others to take similar leaps.

“People want to buy from people,” she explains. “When you document your journey, you’re not just selling a product—you’re creating a relationship.”


Scaling Beauty Businesses with E-Commerce

Winnie’s work goes far beyond building websites. She helps beauty professionals think strategically about their online presence, offering services like:

  • Sales Page Creation: Tailored pages that tell the story behind products and services.

  • SEO Optimization: Ensuring sites are easy to find and rank well on search engines.

  • Email Marketing Strategies: Keeping customers engaged and driving repeat sales.

  • Custom Integrations: From booking systems to private shops, Winnie’s expertise ensures that every client’s website meets their unique needs.

Her message to beauty professionals is simple: “The possibilities are endless. You just need the right tools and guidance to unlock them.”


Take Your Business to the Next Level

Winnie’s journey from esthetician to e-commerce expert is proof that the beauty industry offers limitless opportunities for growth. Whether you’re a hairstylist looking to launch a product line or an esthetician exploring online sales, platforms like Shopify can help you expand your reach and boost your revenue.

Want to learn more? Connect with Winnie on Instagram at @bywinnie.co or check out her website to see how she can help you transform your business.



The beauty industry is constantly evolving, with tools like Shopify and the guidance of experts like Winnie, beauty professionals have the power to scale their businesses, create new revenue streams, and achieve greater work-life balance. The future is bright, and it starts with taking that first step.



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