As part of the Morning Lazziness series about empowering women who encourage and do incredible things with their ideas in society, I had the pleasure of interviewing Rica Elysèe.
Rica Elysèe is a visionary entrepreneur and the Founder & CEO of BeautyLynk, a tech-enabled platform revolutionizing the beauty industry by connecting beauty professionals with clients for on-demand, in-home appointments. With a focus on serving women of color, BeautyLynk offers personalized hair, makeup, and nail services in the comfort of clients’ homes. Inspired by her experience helping a family member find in-home beauty care, Rica recognized the need for a more inclusive and accessible beauty service model. She has since built a nationwide network empowering both clients and professionals. Rica is also the co-founder of #AtTheTable, a community initiative that supports and uplifts women founders. Through her work, Rica champions equity, accessibility, and innovation in both beauty and tech.
What inspired you to become an entrepreneur in the beauty industry, and what led to the creation of your brand or product line?
I launched BeautyLynk out of personal necessity. While caring for a loved one with limited mobility, I saw firsthand how hard it was to access professional beauty care at home. That experience sparked the idea to build a platform connecting people to licensed beauty professionals for on-location services. Since then, BeautyLynk has evolved into a nationwide tech-powered marketplace redefining how beauty services are booked, delivered, and personalized, with a deep focus on inclusion and professional excellence.
As a woman navigating the beauty business world, what unique challenges have you faced, and how did you overcome them?
As a Black woman building at the intersection of beauty and tech, I’ve had to navigate being overlooked, especially when it came to access to capital. Despite raising no traditional venture funding, we’ve built a platform with national reach and generated real traction. I leaned into our mission, cultivated strategic partnerships, and let execution speak louder than perception. We’ve since secured $850K in funding and earned trust through grit, results, and community.
The beauty industry can be both competitive and demanding—how do you maintain personal well-being while growing your brand?
Well-being for me is rooted in boundaries and intentional presence. As a mother of twins and a founder, I’ve learned that rest fuels clarity. I create space in my schedule for reflection and protect it like I do important investor calls. I also rely on my team, because building something impactful is never a solo sport.
Which networking strategies, communities, or collaborations have helped you build meaningful connections in the beauty space?
I’ve found power in purpose-aligned communities. Techstars, the W.E. Build program in Tulsa, and founder collectives like the Female Founder Collective have been game-changers. I’ve also prioritized showing up in unexpected rooms—conferences, civic events, and accelerator showcases—because visibility often creates opportunity long before funding does.
How do you approach mentorship—both as a mentee and mentor—and how has it influenced your growth as a beauty entrepreneur?
Mentorship has been essential in my growth. I’ve had the honor of learning from advisors who challenged me to think bigger and execute smarter. In turn, I mentor aspiring founders and beauty professionals to help them see their potential more clearly. At BeautyLynk, we even provide growth tracks for professionals on our platform, helping them transition from gig workers to business owners.
What strategies have worked best for gaining loyal customers and building trust in your beauty brand?
We lead with transparency and verified expertise. Every pro on our platform is licensed, vetted, and matched to clients based on real data and needs. Customers trust us because we meet them where they are—with flexible options, real reviews, and service quality they can count on. Consistency builds credibility.
Which marketing techniques have been most effective for your business, and how do you measure their success?
Content and community are our strongest assets. We use storytelling, personalized drip campaigns, and targeted SEO to reach and retain our audience. We also use platforms like Gotolstoy to create interactive onboarding experiences. Success for us is measured in engagement, retention, and—most importantly—referrals. When customers advocate for us, we know we’re delivering value.
Can you share a major setback or turning point in your beauty entrepreneurship journey, and how you navigated through it?
The pandemic forced us to pause services entirely. It was a gut-wrenching moment, but it gave us time to rebuild smarter. During that time, we focused on automation, scalability, and enhancing our backend tools. That shift helped us relaunch with better systems, more resilience, and a clearer sense of purpose.
What’s one piece of advice you’d offer to women who are just starting their entrepreneurial journey in the beauty industry?
Don’t wait for validation. If the problem is real and the mission is clear, you already have enough to start. Build what you wish existed—and stay close to your customer. Their feedback is your best investor in the early days.
Is there a quote, mantra, or philosophy that guides your decision-making and leadership as a beauty entrepreneur?
“Your frustration is your fuel.” Every innovation we’ve created was born from a moment where I felt something wasn’t working—and I refused to accept it. I believe in turning pain points into pathways.
What Are The 5 Things You Need To Overcome Self-Doubt and Build Confidence?
- Clarity of mission – When you know your why, you don’t get lost in someone else’s doubt.
- Proof of progress – Document the small wins—they’re your receipts that you’re growing.
- Supportive circle – Your energy is sacred. Surround yourself with people who remind you of who you are.
- Resilience rituals – Build routines that ground you—whether it’s journaling, meditating, or power-walking into your future.
- Permission to pivot – Confidence comes when you allow yourself to evolve without shame. Growth is not a straight line.
If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be?
I’d launch a global movement that invests in beauty professionals as wellness providers—not just service workers. These pros do more than hair and makeup—they uplift confidence, provide care, and often act as emotional first responders. Let’s build systems that recognize, fund, and empower them as the leaders they already are.
How can our readers further follow your work online?
You can learn more about our work at www.beautylynk.com and follow our journey on Instagram at @beautylynk and @ricatheceo. We regularly share behind-the-scenes looks, founder insights, and tips from our network of incredible pros.
