Today we’d like to introduce you to Emilia Loginova.
Hi Emilia , can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
My journey into this field started much earlier than I realized at the time. When I was about 15, I remember noticing a boy in school who had severe acne. Instead of seeing it the way others did, I felt a deep sense of empathy. That moment stayed with me, it was one of the first times I understood how much skin can affect someone’s confidence and how important it is to approach people with compassion rather than judgment.
I also grew up in a household where beauty and self-care were deeply valued. My mother was very intentional about how she took care of herself and everything was thoughtful, holistic, and rooted in well-being. At the time, I didn’t fully understand it, but it shaped me more than I knew.
I formally entered esthetics and quickly realized this was more than just a career, it was something I felt called to. About two years into my journey, I experienced a major turning point when my mother passed away. That period of grief changed everything for me. I poured myself into my work, focusing on helping others feel better in their skin, and over time I realized that in the process, I was also healing myself.
Not long after, I opened my spa, New Skin Esthetics. It was a decision that felt deeply guided, I leaned heavily on my faith during that time, and I truly believe that step came from something bigger than me. From there, years of working closely with clients began to reveal something deeper: skin is never just about the surface. There are always internal, emotional, and lifestyle factors influencing what we see externally.
That realization is what led me to expand beyond traditional esthetics. I briefly pursued nursing, but I quickly understood that it didn’t align with how I wanted to care for people. I wasn’t interested in quick fixes, I wanted to understand root causes. That’s what brought me to Ayurveda, where I’ve spent the past two years studying and integrating a more holistic approach into my work.
Today, my practice is a blend of clinical treatments, advanced technology, and internal wellness. I approach every client as a whole persona not just a skin condition. To me, they’re not a transaction; they’re someone who needs guidance, care, and sometimes simply to feel seen.
Alongside my spa, I also created my skincare line, JRSkincare, which was born from recognizing a gap in the industry. There are countless products available, but very few that truly support the skin in a balanced, intentional way. I wanted to create something that aligned with both results and integrity.
Everything I’ve built has come from a place of purpose. I trust my faith, I follow my intuition, and I continue to evolve so I can support my clients on a deeper level, not just in how they look, but in how they feel.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Not at all, it’s been a journey of constant learning, growth, and resilience.
In the beginning, I had to learn everything firsthand, from client retention and building trust, to understanding the realities of running a business. Managing a spa comes with challenges people don’t always see, including overhead, unexpected expenses, and navigating contracts that are far more complex than anything on a personal level.
Another challenge was building the right team. I’ve experienced situations where people were more focused on a paycheck than on truly caring for clients, and that never aligned with my values. For me, this work is deeply personal. Clients trust you with more than just their skin, and that responsibility is something I take seriously.
Like many in the service industry, I also had to navigate the impact of COVID, which was a defining moment. It forced me to adapt, stay grounded in my purpose, and rebuild with even more clarity. Today, being 14 years into this industry, that experience is something I’m proud to have moved through, it strengthened both me and my business.
On a personal level, one of the biggest challenges has been balancing everything as a single mother. There were years where my son was with me at the spa every day while I was building my business. I made it a priority that he never felt like he was missing out, whether that meant time together or experiences like museums and the zoo. At the same time, I was pouring everything I had into growing the spa.There were moments where I felt depleted trying to give my all in every direction, but it also reinforced my purpose. Everything I’ve built has come from a place of love, discipline, and commitment.
One thing I’ve learned along the way is that I don’t view others as competition. I truly believe there’s space for everyone to succeed. We all have our own strengths, and the right clients will always find the right person for them. My focus is simply continuing to grow, evolve, and show up at a higher level each year.
Alright, so let’s switch gears a bit and talk business. What should we know?
New Skin Esthetics is a results-driven spa built on the belief that skin is a reflection of overall health, not just something to be treated on the surface. Over the past 10 years, I have developed a practice that blends clinical esthetics with a more holistic and individualized approach to care.
I specialize in customized skin treatments, including advanced facials, laser services, and non-invasive technologies, but what truly sets my work apart is how deeply personalized each experience is. I do not believe in a one-size-fits-all approach. Every client is treated based on their unique skin, lifestyle, and internal factors that may be contributing to what we see externally.
Through years of hands-on experience, I began to recognize that many skin concerns cannot be fully resolved through treatments alone. This led me to expand my education into Ayurveda, where I have spent the past two years studying how to support the body from within. By combining internal balance with external treatments, I am able to help clients achieve results that are not only visible, but sustainable.
As I continue to evolve my practice, I am beginning to align my treatments even more closely with Ayurvedic principles by offering customized Ayurvedic-based facials and personalized wellness journey plans. These are designed to support each individual’s unique constitution and help restore balance in the body, because true skin health comes from treating the root, not just the symptom.
In addition to my services, I created my skincare line, JRSkincare, which was developed to support the work I do in the treatment room. I saw a gap in the industry where many products focused on quick results without truly supporting the skin long term. My goal was to create formulas that align with both integrity and performance, giving clients something they can trust beyond a single treatment.What I am most proud of is the level of trust I have built with my clients. To me, they are not just appointments on a schedule, they are individuals who come in looking for guidance, care, and real solutions. My work is rooted in education, consistency, and a genuine commitment to helping people feel confident in their skin.
At the core of my brand is a simple philosophy, I do not believe in quick fixes. I believe in understanding the root cause, supporting the body as a whole, and creating lasting results through intention and care.
Are there any apps, books, podcasts, blogs or other resources you think our readers should check out?
I spend a lot of time reading and listening to audiobooks, especially around mindset, personal growth, and health. Books like The Secret had a significant impact on how I approached business early on, and mentors like Tony Robbins and Bob Proctor helped shape the way I move through challenges, make decisions, and stay aligned with my goals.
I’ve also been influenced by voices like Louise Hay, who helped me understand the connection between emotional health and the body, and more science-based leaders like Dr. Mark Hyman and Andrew Huberman, who bring a deeper understanding of how the body functions and heals.
At the same time, I’m very intentional about how I consume information. I listen, research, and implement what resonates, but I don’t rely heavily on trends or what others in my industry are doing. I’ve found that constantly watching other estheticians or treatments online can take you away from your own intuition.
With skin especially, a lot of my approach comes from experience, observation, and trusting my ability to read what a client needs. I’ve learned to combine education with intuition, and that balance has been one of the most valuable tools in my work.
Contact Info:
- Website: https://newskinesthetics.com
- Instagram: https://www.instagram.com/newskinesthetics/
Image Credits
Rebecca Kipnis
