What is Prim Lyfe?

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To get a better understanding about Prim Lyfe, we should explore the journey of the person who brings us here today, our Founder & your Esthetician: Alex. 

Alex began her career in the beauty industry in the beginning of 2015 as a Salon Receptionist in Montebello, Ca. After having worked in corporate America as a salesperson for 3 years, she decided that small business was going to be more suitable for a lifestyle dedicated to her preferences. In other words, the fast-pace and never-ending quotas of a corporate sales job weren't looking favorable, long-term. Alex prioritized her intuition and pursued makeup artistry.

After receiving her first certificate in March 2015 from Rio Hondo Makeup Artistry program, Alex decided to enroll in business school. Fall of 2015 to Spring, 2017, Alex attended Mount Saint Mary's University in Downtown, Los Angeles; she worked full-time as a Salon Manager/Makeup Artist and attended the part-time MBA program. In December 2017, Alex created Descartes Cosmetics. Descartes is an independent makeup line created by artists, for the self-taught makeup artist. 

While cosmetics is fun and can be lucrative, independent labels don't usually hit the ground running with success and so the desire to gain practical knowledge inspired yet another business in 2019: Smart Skin Store. Smart Skin Store began from the idea that people just need the "know-how," in order to achieve desired "looks or results." Smart Skin Store was built on a COVID-19 model, when everyone was home, browsing their smart devices or laptops and trying to learn something new. Alex believed that she could bring awareness to people online by providing skin care facts, products, and consultations. She believed that through simple processes and education, people could empower themselves into a lifestyle of wellness. The online model worked for a while and so she expanded to the brick & mortar formerly knowns as: My Integrated Skin Solutions, or M.I.S.S., which combined Smart Skin Store online services with in-person holistic facials. By late 2022, M.I.S.S. was faced with some challenges that gave Alex the motivation to relocate. In August of 2023, M.I.S.S. was shut down permanently and Alex relocated to Redondo Beach.

Reopening a half-hatched idea of a business that barely survived the pandemic was no easy feat. So, Alex took a job at a local spa in Torrance, Ca, under the spa-name "Franchesca," and began to learn the preferences of the clientele in her new location. In July 2024, Alex started renting a small room in a shared beauty community called Phenix Salon Suites and built out what she called, "The Meditation Room." Alex has a way of encouraging her clients to relax, so the suggestion to meditate, instead of chat, is always encouraged. The notion seemed to work because Alex was able to build up her clientele and relocate within a year to her current location in the Lower Riviera, overlooking the beautiful Pacific Ocean in Redondo Beach.

Now, you can book Alex 7 days a week from 9am-7pm, but please note that she takes a rotating day off. If you book on a Saturday, Alex's assistant, Vanessa, will be present and in training. The best way for new clients to book Alex is online, but the best way for existing clients to reach Alex is by texting her directly.