Today we’d like to introduce you to Sandra Castaneda.
Hi Sandra, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
Sure, I’d be happy to share my story. I’m a proud Latina entrepreneur and the founder of Estilistas USA, a continuing education company that empowers licensed beauty professionals, cosmetology students, and educators across the United States. My journey began over a decade ago, fueled by a passion to elevate the standards of education in the beauty industry—especially for the Hispanic community.
I started as a licensed cosmetologist and educator, and I quickly realized there was a gap in access to high-quality education in Spanish. Many talented professionals were underserved due to language barriers or lack of culturally relevant training. That’s when Estilistas USA was born—out of a desire to create inclusive, accessible, and empowering educational experiences.
Over the years, I’ve built a platform that offers hybrid courses (online and in-person), collaborates with schools, and connects professionals with ethical brands. Today, our programs reach students and beauty professionals in multiple states, and we’re expanding through strategic partnerships—not employees—because I believe in building networks, not hierarchies.
One of my proudest achievements has been launching EduBeauty Fest USA, a celebration of cultural fusion, sustainability, and professional growth in the beauty industry. My goal is not just to teach techniques—but to inspire purpose, confidence, and conscious business practices in every stylist, barber, and esthetician we reach.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Definitely not a smooth road—but one full of meaningful lessons. As a Latina entrepreneur and educator, I faced multiple challenges: limited resources, navigating business systems in a second language, and proving the value of education tailored to Spanish-speaking professionals in the U.S. beauty industry.
One of the biggest struggles was starting with very little financial support and no team. I built Estilistas USA step by step, creating courses, teaching, promoting, and managing everything mostly on my own. I also had to balance my role as a mother and businesswoman, which often required strength, faith, and long nights.
During the pandemic, the industry faced massive uncertainty. Beauty schools and salons shut down. I had to quickly adapt and create hybrid education programs to continue supporting students and licensed professionals. That moment of crisis turned into innovation—and today, our hybrid model is one of our biggest strengths.
Every obstacle helped me grow not only as a business owner, but as a leader with a mission: to give voice, education, and opportunity to my community.
Risk taking is a topic that people have widely differing views on – we’d love to hear your thoughts.
Absolutely. I believe that taking risks is part of every meaningful transformation—especially as a Latina entrepreneur in the beauty industry. To me, risk is not about recklessness, but about believing in a vision so strongly that you’re willing to face uncertainty to make it real.
One of the biggest risks I took was creating Estilistas USA with very limited resources. I had no big investors or staff—just a mission, my knowledge as an educator, and a deep commitment to my community. I also launched my company in a market that was not used to seeing bilingual or culturally focused education as a priority. That meant I had to convince both institutions and professionals that our voice matters—and that there’s a need for inclusive, purpose-driven education.
Another major risk was organizing EduBeauty Fest USA, our first national event. Planning an educational and cultural event for hundreds of professionals, without sponsors at the beginning, was a huge leap of faith. But I trusted in the community we had built over the years—and it worked.
To me, risk is a bridge between dreams and reality. If you want to leave a legacy, you can’t wait for everything to be perfect. You build the path while walking it.
Contact Info:
- Website: Estilistasusa.com
- Instagram: https://www.instagram.com/estilistas_usa?igsh=MTJpMWlya2Z1dzA2bA==
- Facebook: https://www.facebook.com/share/1J1h6E1UTi/
