Brand strategy and creative direction for estheticians and indie beauty brands

brand strategy and creative direction for beauty and wellness brands, from solo estheticians to established companies.

modern skin guru is a boutique consulting studio founded by licensed esthetician and beauty strategist Lexie Bennett, helping skincare brands, estheticians, and founders grow thoughtful businesses, meaningful communities, and enduring brands.

work with me

  • BRAND STRATEGY & BUSINESS ARCHITECTURE

    positioning, identity development, menu + pricing refinement, operational optimization, growth planning, and business model evolution designed to scale with intention.

  • CREATIVE DIRECTION & SOCIAL STRATEGY

    content aesthetic, messaging frameworks, strategic storytelling, UGC direction, campaign concepts, and social presence that attracts aligned audiences and builds brand authority.

  • STRATEGIC PARTNERSHIPS & COMMUNITY ACTIVTIONS

    co-branded experiences, events, panels, collaborations, retail expansion support, and partnership strategy to increase visibility, trust, and cultural relevance.
Services overview: brand strategy, creative direction, and strategic partnerships

the services

the beauty edit

a rotating edit of what I’m loving right now - skin, tools, and ritual essentials.

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the resume

  • LORE Skincare

  • altheaskin

  • NUDA Sunless

  • AYA'S TOUCH

  • Logo of milk + honey with text 'Spa', 'Medspa', and 'Shop'.

    milk + honey

  • NUFACE logo on a white background

    NŪFACE

  • PRIORI

  • Dermaflash logo with text 'A Revolution in Skin Care' on a white background

    DERMAFLASH