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Exploring Life & Business with Holly Dyer of The Beauty Standard

Today we’d like to introduce you to Holly Dyer.

Holly, we appreciate you taking the time to share your story with us today. Where does your story begin?
I always knew I wanted to be in the beauty industry; I wasn’t sure what I wanted to do at first! I decided to graduate high school early and go straight into Aesthetician school at SWINA in April 2019! I focused strictly on school, learning all I could, and 600 hours later, I was finished in December of 2019 with my house and now just practicing and studying for State Board Testing! I took my test passed and then took a lashing course. I hated lashing; first, I wasn’t comfortable with having tweezers in both hands, isolation, or anything that went into it. I decided to keep practicing because I always loved the outcome and seeing the before and afters. When I first started lashing, I was always comparing my work (as a new lash artist) to other lab artists’ work that has been in the industry for a long time. I quickly found out that I wouldn’t get anywhere doing that. I focused on my work and learned different techniques on what works best for me. I soon fell in love with it and shared a studio room with my aunt, who has been doing hair for almost 20 years! After a few months of me building my clientele, we decided it was time to get a larger room for both of us. In august of 2021, we moved to a bigger room! Shortly after, I realized I wasn’t in the best area for building the business I wanted, and then I was at Santan mall and saw The Collab. I booked a tour and fell in love with the space. I moved in October 2021 into a smaller room of 88 square feet doing spray tans and eyelash extensions.

Around January 2022, I started to outgrow the room quickly, and then in April 2022, I moved into my dream room, which I love. Every second! I got to where I am today with all my amazing lash artist friends, clients, support, taking advantage of Instagram, and figuring out the trick to running a business on a social media app! Treating each client like you are your only client is the best advice. If I were to ask 2020 Holly, she would have never thought she would be where she is today. The Beauty Standard is forever my business name and my passion. I love what I do on a daily, and I can’t imagine myself anywhere else today.

I’m sure you wouldn’t say it’s been obstacle-free, but so far would you say the journey has been fairly smooth?
Yes and No. I have had the ups and downs of running my business with learning curves. I have moved rooms a lot due to not being in an ideal area or simply outgrowing my room. I am at a spot that I love, and I am very grateful for the opportunity to be in the room I am in today. Balancing life and work was very hard for me. First and took me a while to figure out. I would say the first 2 years were a rough patch financially with starting a business in the middle of a pandemic in 2020, but I am finally beginning to see the light at the end of the road now in 2022!

We’ve been impressed with The Beauty Standard, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
I specialize in hybrid, volume, and mega volume eyelash extensions and custom spray tans! I would say that I am known for having great retention with eyelash extensions, natural bronze spray tans, and keeping my client’s lashes healthy with lash extensions! What sets me apart from others is my retention. I give my clients the best possible retention with lash extensions. I have about 92% of my clients on a 3-week fill schedule due to the proper attachment of the lash extensions and being able to create beautiful lash extensions while keeping my clients lashes at their healthiest point! I would say I have the longest-lasting tans and the most natural color for spray tans. I am more than proud of my business. The Beauty Standard is my dream that I am making a reality! I am proud to see my growth from the beginning to where I am now skill-wise and my business in total. I love what I do. I take every client’s appointment very seriously and give them the best possible service. I will give you your dream spray tan or dream lash look. I do lashes because I love to do them, and I love making my clients feel so pretty after their lash nap. I truly do this because I love it!

Risk-taking is a topic that people have widely differing views on – we’d love to hear your thoughts.
Being a business owner, there are always risks you have to take. Risk-taking can be good or bad. It’s more so are you going to bust your butt or give up if the outcome doesn’t come immediately. There’s always that question of “what if” I would say that the last two years have been full of risks for me. I quit my job, decided to give lashing my full force, and got a studio with my aunt. There were many times when I regretted. my decision of just going full force, but I decided to push through the hard times and keep going. I opened my business a month before COVID hit and shut everything down. When that happened, I wasn’t sure what to do. With lashing, you’re in people’s faces, so it wasn’t something people were comfortable with once they lifted everything. I decided to keep going since this was something I was in love with. Once I moved my room to The Collab, I was worried about having a lease under my name and paying rent on my own, but it was the best decision I made! Then came along the offer to take the room I am in now, and oh boy, I was very worried about taking on a bigger rent all on my own and life itself becoming more expensive. I took time to think about it, worked out numbers, and realized I could do it! My business adventure has been so full of risk-taking. It has been worth every second of it. I would say I am most definitely a risk-taker, and that’s helped me get to where I am today.

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