Posted on October 1, 2016 by admin

Queen in the Spotlight:

Sheri Flasch, Founder of Esthetician Connection

By Alanna Hinds

      When looking back in history, every Queen had a network of allegiants induced by her eminent grace, willing to follow her as they aligned with a sense of purpose.  Today we present to you a queen in esthetics and woman entrepreneur who took advantage of modern marketing strategies to build her own network from the ground up.

     Joining us for our first woman entrepreneur Queen Spotlight is Sheri Flasch, a highly accomplished Master esthetician in the skincare industry and founder of Esthetician Connection, an online community catering to skincare aficionados seeking the latest information, products, and support from other professionals and like-minded individuals in the skincare industry.

Woman Entrepreneur: Sheri Flash
Queen in the Spotlight: Sheri Flasch, Founder of Esthetician Connection.

Like many entrepreneurs, Sheri found her niche after realizing there was a gap in the industry which needed to be filled after attempting to sell and train for esthetic device companies by doing things the “traditional way”.

     After realizing that there was an issue with licensed estheticians and spa owners meeting and cultivating professional relationships, she created Esthetician Connection to associate estheticians with a vast variety of esthetic companies.  Sheri bridged this gap by utilizing a hybrid style of marketing that includes interactive social media methods like fun reviews and giveaways to engage her members.  Sheri’s focus on developing a professional community allowed her to single-handedly grow Esthetician Connection into over 8,000 active members.

     Proven to be a creative and prominent figure in her field, we asked Sheri to provide some insight into her mindset and her entrepreneurial experiences. Here’s what she had to share:

QC: Tell us when you decided to become an entrepreneur. When did you decide it was time to be your own boss?

Sheri: As far back as I can remember I have always danced to my own beat and found more when I was managing myself. I’ve had a couple different businesses in my career, and this one (Esthetician Connection) started last November; but prior to that it’s always just been in my blood.

QC: What were you doing before you became your own boss?

Sheri: This particular time I had just taken two years off to be a stay at home mom after I closed down one of my businesses that I had for 13 years, and when I re-entered the workforce I was selling and training for different esthetic devices and it was one of those things where I was trying to do things their way and I realized there was a gap in the industry. I started Esthetician Connection to fill that gap.

QC: We see that you have some exceptional people that you work with, and that you’re very picky with who you bring into your team. How do you choose the people that you work with? What are the qualifications that you look for?

Sheri: For me it’s a little bit more organic, I try to get a feel for others’ work ethic, honesty, and integrity. By working with them at an arm’s distance and getting a feel for who they are I’m pretty intuitive so it doesn’t take me to long to figure out if this is going to be a symbiotic relationship. Once I discover the person behind the mask I either dive deeper into that working relationship or I cut my losses and move on.

“Not as much about resumes as it is integrity”

QC: Right now where are you guiding your passion and energy towards?

Sheri: I think, and have always thought, that behind any successful business there’s this overall theme of actually doing good; helping others, perhaps filling a specific need.

The Esthetician Connection bridges the gap and helps estheticians work with the variety of companies out there by connecting them. I use a hybrid style of marketing to pull them together so I see it growing and continuing to diversify.

There’s so many ideas that I have for connecting these people I just want to help the esthetic industry in general, so it’s not really driven by monetary gain, it’s focused on how I can bridge that gap and grow the professional community.

QC: You seem like an all-around person when it comes to marketing, your management style and integrity. Now describe your work ethic to us, what is it like to work with THE Sheri Flasch?

Sheri: In a nutshell,


I’ve also been told that I’m quite intense and that I’m driven. When you have a really deep passion for something the lines between work and self-identity get blurred and become intertwined. So the bottomline is that I do what I need to do to get the job done regardless of the obstacles. If one door closes, BAM, another one opens. I know you’ve heard that before, but it really is true.

QC: Who is a person that you consider to be a role model and how they have impacted your life?

Sheri: First and foremost, my dad, I lost him in 1992, but he gave me a very solid foundation that was built on faith, the ability to see good in others, and I think the most important thing he taught me was the meaning of priorities and patience. The whole patience thing is still a work in progress, but I’m really mastering priorities.

Seeing the good in others is crucial because so often we have a negative reaction and see the worst before we see the good, but if we just open our minds and say there’s good in everybody and we look for that first I think that’s been one of the best things he’s ever taught me.

As far a business mentors, I’ve had a few of them and they all have similar characteristics to my father in that they are successful professionals, they avoided the spotlight, have a dedicated work ethic, and have strong respect for faith, family, and others in general.

QC: Tell me about an esteemed achievement of yours, any work that you’ve done in the past where people have said, “Wow Sheri, you are that queen that deserves this interview today!”

Sheri: My absolute proudest accomplishments are my three children, so with that said, business wise, I had a clinical skin care center in Richmond for 13 years that was successful, and I loved it and learned so much during that time.

In 1996 I did get my Cidesco diploma and I’m very proud of that and the industry I’m in, and receiving that diploma makes me happy to be in this field.

QC: Esthetician Connection seems like an amazing idea, tell us where you come up with these great ideas, how do you come about these “AH-HA!” moments?

Sheri: Those moments come when I experience life, I know that’s cliche but believe it or not, I’d say my very best ideas come from my failures. If something doesn’t work, or I fall flat on my face, of course I whimper (because that’s human nature), but I lick my wounds and regroup, then I try and figure out why it didn’t work and what happened – those brainstorming moments of trying to figure out exactly how I got to that place have led to some of the best ideas I’ve had.

The other thing I do is sincerely try to put myself in other people’s shoes. When I’m thinking about buyers or I’m thinking about companies or about how to connect them, I really do try to look at it from their point of view on both ends. I try to see what the companies see – what their benefits are, what they want to gain from connecting with my viewers and then go back and place myself in the estheticians’ shoes and what they’re looking for and once i can put myself in their head then i come to that bridge where they can meet symbiotically.

QC: Best advice you’ve ever gotten in your life?


“It’s only shampoo”

Now let me explain that to you, so it makes sense. I was working for a beauty distributor in the early 90’s and I arrived at our monthly sales meeting – ready, and I mean ready, to explain why one of my specific sales quotas was shy just a few units, not a lot, just a few units, but I was prepared. We had numerous products that we were required to sell during each month and we were given quotas on each item we were supposed to sell – it was called our Dashboard. I wanted to explain to her why it had not been reached, so after my long, winded, and spastic explanation to my boss. I stopped talking. She smiled and put her hand on my shoulder and calmly said, “it’s only shampoo.”

BAM! Well I’ve never forgotten that; it was a real reality check. Now whenever I get myself worked up over anything in my business, I check myself by saying, “it’s only skincare,” and once my perspective is back in focus I can move forward with much less stress.

We get wrapped up, consumed with the minutia of our business and we get caught up with what we feel is of great importance. Sometimes we need to step back and take a breath and say, “hey, it’s only shampoo.”

In reality, in the scope of the universe that’s really all it is. Once you have perspective you can calmly move forward – that does not negate its importance, it just puts things into perspective.

QC: We’re definitely going to have to use that considering Cannaeo’s presence in the skincare industry. Now what advice can you give to your readers that want to be entrepreneurs?

Sheri: That’s two-fold.

First, do not be afraid to fail. Actually plan on it, plan on failing multiple times, embrace it, feel it, learn from it.

As I said earlier, some of my best successes have come from failures.

Secondly, the concept we just talked about – PERSPECTIVE.

“It’s only shampoo, it’s only skincare.”

Staying grounded helps balance your life and keeps things in perspective.

Those are the two things I would suggest to someone who aspires to be an entrepreneur.

Esthetician Connection: The online source for the latest information and products for skin care aficionados.

Sheri’s experience shows some of the most authentic ways to become an woman entrepreneur and monetize your passion; solve a problem, fill a gap that is missing in your area of interest, and pursuing to do so with confidence and grit. All of us here at Queen Concepts are honored to know such an influential woman in the esthetic industry and look forward to seeing the continued success of Sheri Flasch and Esthetician Connection.



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