Joci Pham | licensed Esthetician Personal Branding Photography

Joci Pham | licensed Esthetician Personal Branding Photography

Joci Pham is a licensed Esthetician and the owner of Joci Beauty. She went to school to become a skincare expert in Washington state which unexpectedly led her to a dream job which is doing permanent make up and working for herself. She started her business in a small room in her house. She decorated the space, made it cozy and started booking clients. When she realized we weren’t going to have another shut down, she got a space in Denver and haven’t looked back since.

What does your company do? What do you do, specialize in or excel at? What makes your service or product special?


Joci Beauty offers Microblading, Permanent Make up and Lash extensions. I specialize in all the services we offer however Microblading is the most requested. Making brows look natural like real hairs is my specialty. It doesn’t matter if the client comes in with no brows or just bad natural brows, I can transform it into something they’ll want to see on their face everyday.

What inspired you to create your business and how do you motivate yourself when things become difficult?


Things were already difficult when I started my business so I had to start off with a lot of grit and motivation. It was during the covid shutdown that Joci Beauty was created. During this time, I bought and gathered all the materials needed to open and created my menu, business cards and aftercare kit, etc. I didn’t know whether I was going to succeed or fail but I thought I didn’t have anything to lose so I dove head first and never looked back.

Name a book that you read recently that had an impact on you.

Recently I read a book on how to make your home cozier called Cozy White Cottage. I used to be a workaholic and didn’t spend enough free time pursuing hobbies or doing what I liked. I’m now a huge believer in work life balance and enjoy reading books like this that give me creative inspirations and reminds me to stay balanced.

What are your favorite business resources?

My biggest business resource is the good old’ fashion word of mouth. Referrals make up for about half the clients I work on so I make sure to hand out my business cards everywhere I go. Another resource is I enjoy is Planoly. I like being able to map out my posts and videos to reflect my best work. Almost all my advertising comes from Instagram alone other than referrals, so this is my social media outlet is essential.

Comparing your business from when you started to now, what has been the main thing that allowed you to grow?

When you love what you do, people can sense it. Clients will naturally gravitate towards that energy and refer business. That is how I’ve grown is by naturally enjoying what I do. It’s easy to take care of the business side like the inventory but passion is not something you can do halfway.

What should other female entrepreneurs reading this interview be focusing on to expand their business?

If you want to expand your business, don’t be afraid to fail. Failing is better than not trying at all. Being a risk taker is crucial to growing. I would suggest taking one step at a time. Focus on the practical aspects first like inventory, rent, etc. Once that is gathered, create a website and post your work for people to see. Overtime your system will be more advance in how you expand but most of it is just doing the basics.

What’s the best piece of business advice you’ve ever been given?

The best business advice I’ve been given is to travel often and get involved in conventions and activities that can help me expand my knowledge and grow. Even though I’m licensed, I continuously take classes to improve my skill and go to conventions to learn about better products and services to offer my clients.

Marie is a thought leader who has had huge success teaching the next generation in a totally virtual way so that she can reach a broader audience.
Before I hired Jess I felt I was not able to get myself out there as an artist because I didn’t have photos that reflected who I am. I almost didn’t hire her because I was scared about feeling uncomfortable and awkward when shooting. After speaking to Jess, I truly felt like she understood my vision and the level of professionalism she exhumed made me want to work with her.

My favorite part was laughing and shaking it off. That took the edge right off!

I’ve received more requests for consultations and have gained more followers since I’ve posted a photo Jess took of me. It’s amazing how she captured the essence of who I am and my clients can now see that.

Jess was the right fit for me because she was professional from the very beginning. From the consultation, I knew she understood my vision. The shoot was surprisingly fun. You don’t expect people to know what they are doing, you show them. I felt guided throughout the process and am so happy with the results.

Now that I have done a personal brand session I look forward to putting my best foot forward and seeing my business soar. Doing this personal brand session is letting the world see the best version of me and I’m proud of myself for doing that.


If you’d like to start planning your personal brand photoshoot, grab our shot list.

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