Katelyn Fitzgerald on building trust through personalized skincare
Katelyn Fitzgerald is the Founder & CEO of Luminous Skin Lab, which provides advanced skin treatments and personalized skincare solutions. The conversation explores how listening and a narrower focus helped build client trust, why referrals matter, and what Fitzgerald learned about setting boundaries.
Personalized care and a clear focus can help turn clients into repeat customers and advocates. Sustaining that quality also means setting boundaries around time and capacity.
What’s the short story of how your business started, and what makes it genuinely different from the other options your customers have?
I started Luminous Skin Lab with one belief: skincare should solve real problems, not just offer services. Early on, I realized the best results come from listening. When I take the time to understand what someone is struggling with, whether it’s breakouts, dullness, or sensitivity, the right plan becomes clear, and so does their confidence.
That’s why I never do one-size-fits-all. Every consultation and every treatment plan is built around the person in front of me. I’ve seen firsthand that when you care about someone’s long-term skin health, not just a quick fix, the results last. My goal is simple: to be your partner in healthy, glowing skin.
How did you win your first customers, and where does most of your new business come from today?
I won my first customers through word-of-mouth and personal connections. Taking the time to truly listen and craft personalized treatment plans earned their trust and their glowing skin became the best advertisement. Today, most of my new business comes from referrals and repeat clients who share their experiences with friends and family. Social media has also become a key space for connection, where I share skincare tips, success stories, and before-and-afters that resonate with those looking for real, lasting results.
What’s one decision that changed the direction of your business, and one mistake that taught you the most?
One decision that completely changed the direction of my business was choosing to narrow my focus to personalized skincare solutions rather than trying to offer a little bit of everything. By specializing, I was able to create deeper connections with clients and provide tailored advice that truly worked for them. This not only led to better results but also strengthened trust and loyalty, turning one-time customers into long-term advocates.
What has changed in your industry or in what your customers expect over the last couple of years, and how have you adapted?
One decision that completely changed the direction of my business was choosing to narrow my focus to personalized skincare solutions rather than trying to offer a little bit of everything. By specializing, I was able to create deeper connections with clients and provide tailored advice that truly worked for them. This not only led to better results but also strengthened trust and loyalty, turning one-time customers into long-term advocates. On the other hand, one mistake that taught me the most was underestimating the importance of boundaries early on. I used to overextend myself, taking late appointments and saying yes to everything, which eventually left me feeling burnt out. It made me realize that protecting my energy and time wasn’t just good for me. it was essential for maintaining the quality of care my clients deserved. Now, I’ve learned to set clear boundaries, and my business and my clients are better for it.
If you were advising someone starting out in your industry today, what would you tell them to do first, and what would you tell them to ignore?
I’d tell them to focus first on building genuine connections and prioritizing quality over quantity in their work. Word-of-mouth and trust are priceless, and delivering exceptional value early on can set the foundation for a strong, reputable brand. At the same time, I’d tell them to ignore the noise of comparison like obsessing over social media followers or fixating on how others appear to be succeeding. Those things can be distractions; instead, staying true to your skills, working consistently, and serving your clients authentically will take you much further in the long run.
Thank you to Katelyn Fitzgerald and the team at Luminous Skin Lab for sharing what actually worked with Leaders Perception readers.
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