Key facts
- Simone Steele founded Queen Aesthetics Wellness and Beauty Clinic after experiencing burns from a laser treatment.
- The clinic started with in-home Botox and filler parties before opening a brick-and-mortar location in 2021.
- Queen Aesthetics grew into a six-figure business with a 62% rebooking rate, driven by strong customer service.
- Steele launched Simply Shady, a sunscreen line, in 2024, inspired by client feedback on existing products.
- Over 200 existing customers tested Simply Shady products, contributing to a successful launch and over $50,000 in revenue in the first year.
Simone Steele, founder of Queen Aesthetics Wellness and Beauty Clinic and Simply Shady, shares her entrepreneurial journey, which began after a negative experience with laser treatment. This incident inspired her to create her own clinic in Houston, focusing on providing a safe haven for clients and ensuring practitioners felt confident treating all skin types. Steele started Queen Aesthetics in 2019 with in-home Botox and filler parties, as she was unable to secure traditional financing. This approach allowed her to build customer relationships and test pricing, eventually growing the business into a six-figure clinic with a 62% rebooking rate. Key to her growth strategy was exceptional customer service, which fostered word-of-mouth marketing and led to the opening of a brick-and-mortar location in 2021. Steele also implemented membership programs for steady revenue. Leveraging the success of her clinic, Steele noticed a market gap for inclusive sunscreen products, particularly for people of color who often experience a white cast. With a background in biochemistry, she developed formulations for Simply Shady, an inclusive mineral sun care line. The clinic's client base served as beta testers for the products over 45 days. Launched in 2024, Simply Shady generated over $50,000 in revenue and sold more than 1,000 units in its first year, without external capital. Steele now aims to grow Simply Shady into a brand comparable to Supergoop, focusing on e-commerce and translating the in-person brand experience online.