Every women’s journey is unique, and Alie Reino’s path is no exception. From starting her career as an esthetician right out of high school to navigating a detour into marketing before returning to her true passion, Alie’s story is a testament to the power of following your heart. Her experiences highlight how life’s twists and turns can often guide us back to what we truly love. In this interview, Alie shares her story, the challenges she’s faced, and the dreams she has for the future.
A Journey to a Career She Loves
Alie, what inspired you to become an esthetician, and what brought you to marketing?
“I became an esthetician right out of high school because it’s been my passion for practically my whole life. As time went on, I wanted to continue my education and potentially make the switch to something more stable, especially as I headed into marriage and motherhood. I decided to go back to school and earned my Bachelor’s degree in marketing. Along the way, I took several marketing internships and eventually accepted a full-time position during my last year of school. But something felt off. I was still working one day a week at the salon with my amazing clients, and even though my schedule was overwhelming, I kept pushing forward. Then, life gave me a wake-up call: a death of someone close to me truly opened my eyes. Life is too short to not be doing something you absolutely love.”
Switching Careers and Finding Balance
You made a significant shift from marketing back to esthetics. What was that like for you?
“The biggest challenge was switching from esthetics to marketing and then back to esthetics. I struggled mentally with the decision, especially after earning my degree. I kept questioning everything—what am I doing? What do I truly love? How can I balance a stressful schedule when I have children? There were times I felt lost. But after that family death, I realized that being in a workplace I love, doing what I’m passionate about for clients I care about, just made sense.”
“I love that I get to create my own schedule now. Being flexible means I can prioritize family when I decide to have children, while still doing what I love.”
The Evolution of Her Business
How has your business evolved since you first started?
“As a licensed esthetician, I specialize in custom organic facials, full body and facial waxing, makeup applications, and lash lifts. Being back at the salon full-time has given me more time and excitement to continue my education and grow my skills. I’m excited to say that I’ll be offering dermaplaning soon!”
“I work for my amazing boss and friend, Maria D’amato, at Di Lusso Salon and Spa. We see eye to eye on so many aspects of the business, and I’m so grateful to take care of my clients in such a welcoming and luxurious space.”
Time Management and Life Balance
How do you balance your career and personal life, and what strategies do you use to manage your time effectively?
“I’m not a mom yet—except to our dog, Coconut!—but I wanted to share my story for moms-to-be or anyone who feels stuck between career paths. My biggest tip is to write everything down. I’m constantly using a planner, making lists, and creating goal sheets. When I physically write things down, it helps me manage my time much better than just making mental notes.”
“In the spa, multitasking is crucial. You have to manage time well to ensure your clients are satisfied. I’ve learned that time management is key both in and out of the salon.”
Staying Motivated
How do you stay motivated and inspired on your career journey?
“Praying and thinking positive thoughts help me stay grounded. I know it sounds basic, but even though we all have bad days, I put my trust in God. I truly believe that the signs I saw pointing me back to esthetics didn’t happen by accident. My loved ones, coworkers, and clients are also huge motivators. They know how much I love being an esthetician and have supported me through the ups and downs.”
Dreams for the Future
What are your short-term and long-term goals for your business?
“Short term, I want to expand my clientele as much as possible. I’m getting married next year, and while I don’t have children yet, I’d like to continue growing my esthetics knowledge and building relationships with my clients. Long term, I want to have children shortly after marriage, but still take clients on a part-time basis. That way, I can prioritize motherhood while continuing to do what I love.”
Lessons Learned
What has been the most valuable lesson you’ve learned as a business owner?
“Life is too short, so do what you love. It’s okay to question things and change your mind. Make time for your loved ones, and don’t let the tasks that make up your 40-hour workweek be a mental toll. Find something you’re passionate about, and perfect your craft.”
Building a Support System
How has your support system played a role in your journey?
“Everything. Specifically, my fiancé Angelo, my parents, and my boss Maria have been incredibly supportive. Without their love and encouragement, I would’ve struggled even more making the switch back to esthetics. They know how much I love this career, and they’ve been with me every step of the way.”
Looking to the Future
What are your dreams for the future of your business, and what legacy do you hope to leave behind?
“I envision staying home most days to watch my children grow, but I’ll still take clients a few nights a week because I love what I do. My goal is to find that balance between family and work, and I want to encourage other women to do the same. My legacy? I hope to inspire others to do what they love, trust in God’s timing, and find a way to balance their passions with their family life.”
Final Thoughts
Alie Reino’s journey is a reminder that life is full of changes, and it’s okay to pivot when something doesn’t feel right. Her passion for esthetics and commitment to building a flexible career that fits into her future family life is inspiring. If you’re feeling stuck or uncertain about your next steps, take Alie’s advice—find what you love, and trust that the path will reveal itself in time.
To learn more about Alie and her services, be sure to follow her on Instagram at @estheticsbyalie and stay tuned for the exciting growth of her business at Di Lusso Salon and Spa in Buffalo, NY.
