From Nurse to Skincare CEO: How Michelle Elam built a five-figure medspa brand

From burnout to breakout: How Michelle Elam turned her skincare struggles into a five-figure medspa brand

When a seasoned nurse burned out in healthcare, Michelle set her sights on something bigger: a skincare line of her own.

She partnered with Blanka to create a custom formula for her skin care line that rivals the composition of big brands in the market. She brought her idea to market faster, with better support, by working with Blanka.

From hospital shifts to skincare science

Michelle had spent years working long hours in the hospital, giving everything she had to her patients. But over time, burnout crept in. Looking for a change, she moved into aesthetic nursing and eventually opened her own medspa. But despite growing success, she faced a critical realization: without her direct presence, her service-based business held little resale value.

At the same time, she was dealing with her own skin issues and couldn’t find products that actually helped. So she began formulating her own—focused on being safe, simple, and effective. That’s when Saving Face Co. was born.

The Challenge: breaking into skincare manufacturing

Starting a product line from scratch wasn’t easy. “I had no idea what I was doing,” Michelle recalls. “I googled ‘how to start a skin care line’ and hit a wall.” Time and again, manufacturers turned her away, most unwilling to entertain orders below 5,000 units. Calls lasted less than a minute. “It was discouraging, but it also motivated me to prove them wrong.”

The Solution: partnering with Blanka

“You made me feel seen. No one else was willing to work with me.”

With Blanka’s low minimum order quantities, fast communication, and flexible packaging options, her vision came to life, without the usual manufacturing stress.

When her initial packaging vision didn’t work, Blanka helped source better options. “It was so much easier than trying to navigate Alibaba on my own,” she says. “Having you facilitate the process with your partners changed everything.”

On the formulation front, Blanka’s lab met her high expectations. “Everyone loved the formula. We had minor tweaks for bulk production, but now the benchmark is set.”

The Results: sales, social growth, and confidence

Michelle’s product line launched modestly, with first-month sales of $1,800. But things escalated quickly earning $5,400 in January, and $11,900 by February. “I didn’t expect it to grow this fast,” she admits.

Today, she’s planning to expand her line to 4-5 products, with eyes on a $1M revenue milestone within three years. Her audience, especially on TikTok, helps shape what comes next. “When customers asked for a more hydrating formula, I listened. Now I’m creating better versions of what they already love.”

Beyond revenue, the transition changed her life. “It’s less stressful than my day job. I still have balance. And it’s exciting, I’m constantly learning.”

Lessons for aspiring beauty entrepreneurs

• For those intimidated by the beauty industry, Michelle’s advice is clear: “Don’t let fear stop you. If you have the passion, and find the right people to guide you, it’s all possible.”
• She credits much of her early success to educational content, building trust before asking for a sale. “People told me they bought because of what they learned from my videos.”
• Now supported by a small team of contractors and a full-time Instagram manager, she still leads TikTok herself: “TikTok is where the reach is. IG doesn’t hit the same.”
• As for working with Blanka? “It’s been refreshing. You didn’t treat me like I wasn’t big enough. You’re doing something really special—and rare.”