Reagan Sotelo | Owner | Sugaring By Reagan
Reagan Sotelo’s journey into the world of aesthetics and cosmetics began with a bold decision to change the course of her life. In early 2017, she graduated from the very first esthetics program at Douglas J Aveda Institute in Grand Rapids, Michigan. She was 27 years old at the time, stepping into a new field after years of searching for a path that truly fit. Before that, Reagan had earned her bachelor’s degree in psychology from Cornerstone University in 2011. Like many people fresh out of college, she entered the workforce and took on several customer service and sales jobs. She was good at them and even enjoyed some aspects, but deep down she knew that none of them felt like the right long-term career. Then, nearly a decade after first touring the Douglas J facility, she received a call from the admissions staff about a brand-new esthetics program. That call changed everything. She took the leap, enrolled in the program, and never looked back. At EliteX, we are proud to have Reagan Sotelo as part of the edition: Prominent Women in Aesthetics and Cosmetics, 2025.
Reagan had always been drawn to beauty and cosmetics. For years, makeup had been her main passion, and she spent a lot of time exploring it. But it wasn’t until she was in school and started working in the field that she discovered her true calling in sugaring hair removal and skincare. These specialties sparked a deeper interest, and she quickly realized this was where she wanted to focus her professional energy. What started as curiosity quickly turned into a lifelong passion.
“It’s my prayer that the way my business is run would look different than most and be eternally impactful to staff and clients alike.”
When she first launched her business, Reagan didn’t even have a room to call her own. All of her tools and equipment were packed onto a rolling cart that she wheeled into whichever room was available at the time of her client appointments. It was far from glamorous, but she made it work. She was determined to succeed, and that drive paid off. Today, her business looks very different. She now leads a team of seven, including herself, and operates out of a beautifully designed storefront space that truly reflects her brand. The spa includes four fully equipped treatment rooms and serves hundreds of loyal clients. For Reagan, it’s a blessing she doesn’t take for granted. She credits her success to hard work, faith, and the support of the people around her.
Balancing business with family life is important to Reagan. Her mornings are typically dedicated to being a mom to her three daughters, who she describes as beautiful and full of joy. She also shares a strong partnership with her husband, who she calls incredible. On the days she works with clients, Reagan heads to the spa in the afternoon, where she continues hands-on work with sugaring clients and spends quality time with her supportive team. Throughout her journey, Reagan has faced challenges—especially in an industry where the majority of professionals are women and much of the work is commission-based. In such environments, competition can become intense, and gossip can easily spread. Reagan worked hard to create a different kind of culture within her own business. She wanted a place where everyone—staff and clients alike—felt genuinely supported, respected, and loved. That vision helped her build a strong and positive team environment that she’s proud of.
For Reagan, beauty is much more than skin deep. Whether personally or professionally, she believes true beauty comes from trying to behave like Jesus. That is her ultimate goal, even though she knows she won’t always meet it perfectly. She feels that the most beautiful qualities in any person are the ones that reflect love, kindness, and grace—values she strives to live by and bring into her work.
“I decided to create a place where women like myself would be going anyways—where the staff would have some trauma-informed training.”
One of the most unique aspects of Reagan’s business is the trauma-informed training her staff receives. After working with clients for some time, she began to notice a pattern—many clients felt comfortable enough to share deeply personal and private information during their appointments. She would often hear things like, “I’ve never told anyone else that before,” or “I just feel very safe with you.” Reagan understood the significance of those words. Despite her background in psychology, she realized she needed more resources to properly support clients, especially those with a history of trauma.
This led her to take a bold step. She worked with a trauma-specialized counselor to develop a custom curriculum for her staff. The goal was to make every appointment feel as safe and comfortable as possible, especially when it involved intimate services like sugaring hair removal. Drawing from her own experiences with trauma, Reagan envisioned a spa where women could come not just for beauty treatments, but for an atmosphere of healing and peace. Her staff continues to learn and grow in this area, and the result is a place where clients feel truly cared for—not just physically, but emotionally as well.
When asked about advice for young women interested in joining the aesthetics and cosmetics field, Reagan is enthusiastic. She says, “Do it!” She emphasizes that while the education you receive in school is valuable, it’s really just the beginning. It provides a strong foundation, but it’s up to each individual to explore the field and find their niche. There’s room for creativity, personal style, and innovation in this industry—and she encourages others to take full advantage of that freedom.
“The most beautiful parts of anyone are the parts that look most like Him.”
Looking ahead, Reagan sees the industry continuing to evolve, with growing awareness around mental and emotional wellness, not just outward beauty. She believes more professionals will start to consider how to create safer, more inclusive spaces that honor each client’s unique needs and experiences. Her business is already leading by example in that regard, and she hopes others will follow. Being seen as a prominent woman in the field of aesthetics and cosmetics is something Reagan receives with humility. For her, it’s not about fame or recognition. What matters most is that her work—and the way her business is run—makes a lasting, positive impact on others. She hopes that any success she achieves reflects not just the quality of her services, but the genuine love and care that go into every interaction.
At the heart of Reagan Sotelo’s story is a deep desire to serve others well. From a rolling cart in borrowed rooms to a thriving spa known for its warmth and professionalism, she’s built something truly special. And she’s done it with purpose, grace, and a vision that goes far beyond beauty.