Woman holding a coffee cup with yellow sunglasses on, standing against a light-colored wall.

the story

Modern Skin Guru is a beauty consultancy, editorial platform, and creative studio founded by licensed esthetician and beauty strategist Lexie Bennett.

For more than fifteen years, Lexie has worked across nearly every corner of the beauty industry - from treatment rooms and education to sales, partnerships, events, content, community building, and brand strategy. Along the way, she developed a deep belief that the most successful beauty brands are built at the intersection of expertise, culture, and connection.

Modern Skin Guru was created to support the next generation of beauty founders, estheticians, and independent brands through thoughtful strategy, creative direction, community building, and industry insight.

Today, MSG partners with skincare brands and practitioners on everything from positioning and launch strategy to content ecosystems, partnerships, events, and founder storytelling. Every engagement is rooted in a simple philosophy: great brands are built through clarity, consistency, and meaningful relationships.

Beyond consulting, Modern Skin Guru serves as a home for beauty education, industry commentary, curated product recommendations, and ongoing conversations about the future of beauty.

Part consultancy, part creative practice, part ongoing study of beauty culture - Modern Skin Guru exists to help thoughtful businesses become unforgettable.

Founder

Modern Skin Guru was founded by licensed esthetician and Principal Strategist Lexie Bennett.

With a background spanning esthetics, education, sales, business development, marketing, partnerships, and community building, Lexie brings a rare dual perspective to her work: she understands both the practitioner and the brand.

Her approach blends industry expertise with creative intuition, helping founders navigate growth while building businesses that feel culturally relevant, deeply aligned, and built to last.

Based in Los Angeles, Lexie works with clients across the beauty industry while writing, consulting, creating content, curating products, and exploring the ideas that shape modern beauty culture.