Meet Lindsay Freedman | Beauty and Skincare Expert and Founder of Storied Beauty

We had the good fortune of connecting with Lindsay Freedman and we’ve shared our conversation below.

Hi Lindsay, we’d love to hear more about how you thought about starting your own business?
I spent years working in the skincare and cosmetics industry at a large International corporation in New York early on in my career. Many years later after moving to Dallas and having four children, I noticed a white space for a personalized approach in skincare. We have always had our dermatologists and aestheticians (whom I cannot live without). Yet, I found a hole for that hand-holding experience with someone completely unbiased, helping you navigate your way through the complex world of ingredients and product selection. About ten years ago we all saw what began on social media = an overflow of misinformation and fear mongering forming about skincare, and it was (and still is) often portrayed in a way to overwhelm the average person. Nothing bothers me more.

I began working with close friends and family in 2020. I sat down at their bathroom vanities and helped them create a routine that would ultimately yield real results. Women (and men) were jumping at the chance to ask questions and figure out if the products they had were actually helping them or not. I found that women didn’t know who to trust or who to turn to for honest advice. This is what catapulted our skincare concierge business. I was then given some advice by other small business owners to start a blog and offer educational content, so I built my first website and launched Storied Beauty, a beauty destination to offer education, product reviews, and interviews with industry professionals. The blog carried over onto Instagram, and within a couple months, I had partnered with a few skincare brands and began the retail side of the business. Storied Beauty now sells fifteen different beauty brands, nearly all women-owned. The main selling point with Storied Beauty is still our concierge service program and the long-term relationships built purely from trust.

Nearly three years later, I still make every customer and each relationship my number one priority. Customer service is everything! My end goal has always been to help women through an often intimidating world of skincare and to encourage them to learn to love the skin they’re in. I have been both trained in the science of skincare, as well as spent years researching studies and industry trends. Yet, nothing can train you for listening to yourself and to your skin. Our skin is our largest organ, and at the end of the day, it is up to us to take care of ourselves. That is my message to my audience. You are in control, and with the proper guidance from Storied Beauty, your skin will thrive for decades to come.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Storied Beauty is a curated beauty boutique, specializing in a customized skincare experience. We have an E-Commerce shopping platform with fifteen lines that cannot all be found in big-box stores, and nearly all are women-owned lines. Our website also offers opportunities to shop a particular regimen. For example, you can shop a collection for women, men, teens, maternity, and even an advanced regimen (for the skincare junkies who want to take their skin to the next level). The core of our business is our skincare concierge program. I personally work with women all over the country on creating skincare regimens plan customized to their lifestyle and needs. We meet both in person and virtually to assess their current routine, skin history, goals, and specific concerns. Then we test products and determine the best plan to achieve optimal results. I curate a regimen with new products, often times incorporating current products from their arsenal and then train the women how to apply each step. Proper order of application is a crucial step that so many people often overlook. The formal regimen plan outlines the steps, as well as a plan to introduce new products in in the coming weeks. The concierge service does not end there. We form a long-term partnership with frequent check-ins to assess how your skin is progressing. Clients can call, text, email me anytime with questions or concerns. Many times, clients don’t have major skin problems -they are simply looking for someone to hold their hand through the process of creating a new routine. That is where Storied Beauty shines most! We offer an unbiased opinion, while simplifying the world of skincare to make it accessible and enjoyable to everyone.

In addition to our online business, Storied Beauty holds skincare events in different cities every year. In Dallas alone, we offer skincare parties that focus on topics such as seasonal skincare, skincare for mothers post-babies, skincare for women 40 plus,etc.. We can custom create any skincare event based on the host’s requests and audience. I am very excited about our newest events beginning this fall. We will have skincare and makeup masterclasses this fall, with brand owners joining to offer clients the opportunity to meet the founder behind the brand.

I am most proud of the growing referral business we have created throughout the country. Referrals are built solely on trust, and when clients refer Storied Beauty to their friends and colleagues, it makes me feel as though we are doing something right. I respond to every DM, every email, every text, every call. No order or request is too small, and one small interaction could lead me to a new, large network of customers.

Storied Beauty offers a lean, curated, sophisticated edit of intentional, results-driven brands. Our ethos is and always will be quality over quantity. Our goal is to eliminate consumer confusion with a menu of too many options. The guidance and education we provide sets women and men up to be in control of their own skin. Storied Beauty was created with an idea of gorgeous, celebrated women, gorgeous scenery, and gorgeous messaging that if you grow to love the skin you’re in, your inner and outer beauty will radiate to everyone.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I would start the week with lunch at Grange Hall and order a Snob Sandwich and sip on champagne. Of course, we would shop their collection of jewelry and florals before heading out. Strolling down Knox Street next door after lunch to walk into a few shops is always fun, and a stop into Village Baking Co. is a must! The chocolate croissants are the best! The next day or two could be spent at Highland Park Village: beginning with brunch at Sadelle’s and dinner at the Honor Bar patio or Fachini. A sweet and stylish spot for a ladies lunch is the Teak Tearoom at The Conservatory, a nod to the beloved T Room of the former McKinney Avenue Forty Five Ten. Shopping continues at HPV with chic favorites such as Veronica Beard, Ralph Lauren, Celine, and Carolina Herrera. Madison has been one of my favorite home stores for the past fifteen years – I always find a special piece every time I’m there. Happy hour drinks at Clifton Club on Fitzhugh, followed by dinner at The Charles for exceptional Italian or The Mexican for upscale mexican food and my favorite margarita in town. Late night drinks at either Park House or Lounge 31 in Highland Park or Inwood Tavern for a more laid back vibe with fun music. If it’s basketball season, definitely sneak in a Mavs game with dinner at Oishi beforehand, the best sushi in Dallas.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
To be completely honest, my friends and family deserve all the credit for encouraging me to turn this little idea into a business. After spending time with friends curating regimens tailored to their needs, I was convinced. I am still to this day continually inspired by other working mothers to just go for it and bring your dream plans to fruition.

Website: www.storied-beauty.com

Instagram: @storiedbeauty

Facebook: Storied Beauty

Image Credits
Amy Gogan Laura Weinstein Heather Zak