Meet Liza Smith

Today we’d like to introduce you to Liza Smith.

Hi Liza, we’d love for you to start by introducing yourself. 
The goal has always been to become a Beauty mogul, influencer and household name. Since a young dancer, I always enjoyed getting glammed for recitals. In fact, I fell in love with powdered blush before I was 10 years old. I’ve always loved the beauty industry. Specifically, skincare and haircare. As a child with thick coiled hair, salon visits were the best. I loved my experience, and the stylist made me feel seen and beautiful. There was an early connection to Self-love, Self-care, and being unapologetically yourself. Being a part of a female-dominant family of leaders, I had positive influences to look up to. I saw the excitement watching my aunts apply makeup and discuss what they liked about their cosmetics. 

In 2014, as a MAC Cosmetics artist in San Francisco Union Square, the arts and science came together. I was in my element, creating art and relationships with the people I served. Now as a licensed cosmetologist, my entrepreneur drive sparked while attending San Francisco State, participating in an accelerated business program bridged with the Int’l School of Business. In 2016, Liza Fendi Beauty was born, and I opened Liza Fendi Beauty Studio in Stockton, CA. I specialized in Microblading, makeup, hair extensions, and lash extensions. I began to connect on a personal level with women who struggled from Alopecia, Hair-loss, depression, and cancer survivors. I saw the opportunity to dedicate myself to empowering women by educating them about the importance of self-care. “When you look good, you feel good” was my motto. I studied, researched, and developed my first skincare products in 2019 and tested them out with the help of family over the next two years. Since then, I’ve made modifications and added haircare products as well. 

Liza Fendi Beauty is something special, and it’s my passion. After a brief break from the beauty industry, I took time to heal mentally and physically because I am now a cancer survivor myself. Just 1-year post-op remission, my love for beauty has ignited my ambition and motivated me more than ever as an entrepreneur. Through faith, I’m determined to make every day count, chasing my dreams, spreading human kindness, and empowering people to find their passion and start that business. We recently joined the Etsy platform. Search and shop Liza Fendi Beauty products. Created locally in Phoenix, Az. 2024 is the rebirth of Liza Fendi Beauty. I have some amazing beauty products and beauty tools launching very soon. We are expanding, we are excited, so stay tuned & God bless. 

Liza Fendi 

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
This road has not been a smooth ride; raising capital has been a challenge. However, nothing in life is given; it’s earned. I believe hard work pays off, and that may include struggles, blood, sweat, and tears. As an entrepreneur, believing in yourself, your dreams, your brand, and your projections is extremely important. You have to clap for yourself when nobody else will. You have to push yourself on difficult days when you feel like giving up. I thank God I’m happy, confident, driven, and focused on my goals in life. 

As you know, we’re big fans of you and your work. For our readers who might not be as familiar, what can you tell them about what you do?
I currently specialize in Hair extensions, wig applications, men and women grooming. I’m also accepting new clients, and I have an online booking presence on Styleseat. I’m known for being a former on-demand traveling artist. In the previous years, I specialized in barbering, bridal hair, and makeup. My most rewarding time, where I felt I made the biggest impact, was servicing elders post-op in their hospital beds and or in the comfort of their homes. I’ve always had a special connection with elders and enjoy hearing their life stories. I enjoy helping others get through their difficult times. I like being the calm in the storm. My calm Zen personality is what sets me apart from everyone. I’m kind, bubbly and patient. I truly enjoy being a beauty professional. 

What has been the most important lesson you’ve learned along your journey?
I learned that following a solid plan and detailed projections will save you time and money. Time management is equally as important, I recommend scheduling weekly time to grow your business. Setting short-term goals help achieve the ultimate goal. 

Contact Info:

• Website: etsy.com/shop/lizafendibeauty
• Instagram: @Lizafendi_beauty
• Other: styleseat.com/lizafendi