Meet Masha Amelina, the inventor of MesoLyft and founder of Visage Sculpture—a cosmetic clinic in Boston that focuses on non-surgical face shaping. A Certified Physician Assistant, Masha began her career in 2006 at the Department of Plastic and Reconstructive Surgery at Boston Medical Center. With most of her initial work assisting in the operating room and patient care, she eventually grew an injectable practice for the Department. In 2010, she opened her own practice, Visage Sculpture. Dr. Jeannie Chung, Board Certified Plastic Surgeon and Masha’s mentor, serves as the clinic’s Medical Director.
What is Visage Sculpture all about?
I have two companies: Visage Sculpture is a medspa in Boston focusing on Non-Surgical Face Shaping procedures like Non-Surgical Nosejob, Jaw and Chin augmentation, creative and natural-looking Botox and Fillers. My second company is MesoLyft, which is a hybrid between gentle micro-needling beauty devices and clean skincare in one.
Tell us a little bit about your background and how you started your company?
For as long as I remember myself I was always working in the medical field and I loved the fusion of beauty and medicine. I first assisted a Mohs Derm Surgeon in my 20s, then went to Northeastern University for Physician Assistant Degree, worked for several years in Reconstructive and Plastic Surgery, where I got my priceless experience with injectables and skincare. We were too busy with surgeries in the hospital, but I was very passionate about injectables and I’ve grown that side of the business for the hospital. I always wanted to have my own business, but the final push was my boss telling me that what I bring to the department money-wise “doesn’t pay the bills”. A week after I had an interview with my future medical director for my future medspa. I was 7 months pregnant. It definitely pays the bills I can say now. It funded my next business in fact.
The skincare came as a consequence of using a derma roller and a serum on myself to get rid of melasma after pregnancy. I had a eureka moment thinking “how come nobody put those together in one product before?” That is how MesoLyft was born. I’ve hired a biochemist to design formulas and stocked a medical device engineer to design my micro-needling wheel for months. MesoLyft was born in 2016.
What would you say are the top 3 skills needed to be a successful entrepreneur, and why?
The top three skills in my opinion that are essential for success:
- Faith. You have to have a clear picture of what you want and have unshakable faith in yourself, your product, and your success. You will meet many people who will doubt and challenge you, your faith will be tested, but it’s essential to believe. “According to your faith will be given to you” indeed.
- Passion. Truly a magic ingredient, it just makes succeeding so much faster and easier. Your job becomes a hobby, you get lost in “the zone”, you enjoy connecting with clients rather than stressing if you’ll make a sale.
- Persistence. You will have failures and mistakes and it’s a normal part of the journey. You have to have a bigger picture in your mind and think about what you can do differently this time, how can you learn from your mistake and become better. Never give up.
What are your plans for the future, how do you plan to grow this company?
My vision of MesoLyft is to have a complete line, with more valuable clean serums and organic creams. I also see some really cool gadgets/beauty devices added to the line. I’ve added Infra-red Rejuvenating Gloves already, they are coming out this May, I’m so excited, and it’s only the beginning. I feel that I can bring more valuable beauty products to the world. I see MesoLyft in Europe, UAE, and Dubai, Duty-Free shops, it will be very well known because it’s so unique and effective.
For Visage Sculpture business I see shifting more towards face shaping full time because it’s the most fulfilling interesting part for me, and probably working part-time for fun to express myself.
How have the pandemic and Lockdown affected you or your new business?
Pandemic was a silver lining for both businesses. After initial shock and fears of losing cash flow, you start thinking creatively. I started doing all Social Media posts myself, I became a lot more involved in marketing, which really worked for sales. Who else is more passionate about your baby than you? You have an opportunity to tell a story. For Visage we started scheduling fewer clients to space them apart and have time to clean in between. I LOVE spending more time with each client and not having anyone sitting in the waiting room, it eliminated a lot of stress for me. Even after the Pandemic is over I will keep the new schedule and rules.
How do you separate yourself from your competitors?
It’s so funny I never cared about competitors. I have a firm belief that resources are unlimited and “there’s enough for everyone”. I have a great relationship with my competitors or rather colleagues and sometimes refer people to them if they are a better match. For skincare company competition, my product is so unique there is nothing similar in the whole world. Even though other brands are more well known I know my time will come!
What were the top three mistakes you made starting your business, and what did you learn from them?
The biggest mistake with MesoLyft was not being ready for marketing and not knowing my market/not doing enough research. I also took a big loan and made too much product. I would have done it on a much smaller scale to keep the cash flow and grew slowly.
WIth medspa business, the biggest mistake is working way too much and not being able to say no for the first three years. I didn’t see my kids or family much, spent all my time working, and when I came home late I had no energy for anything. I have learned the importance of taking care of yourself and having boundaries. If someone cannot fit in my schedule it’s ok.
Tell us a little bit about your marketing process, what has been the most successful form of marketing for you?
I have to be honest, I’m still learning what works best for marketing my product. So far connecting with skincare professionals was the best choice. When someone is passionate about your product it is an easy sale. Social media also plays a huge role and allows us to tell a story. For my medspa, the best marketing is my reviews. People are so sweet to share their experiences and I’m so grateful.
What have been your biggest challenges and how did you overcome them?
My biggest challenge with MesoLyft was sabotaging myself and not doing enough for the company because I was in a very unhealthy toxic relationship. When I analyzed what’s going on in my subconscious mind, it turned out I was secretly stunting the growth of my company because I thought my ex-partner would try to claim any credit for success, and he actually did try to do that! Now that he’s out of the picture there is a huge jump in growth.
With Visage business, the challenge was having a balance between work and family. I was too tired after work because I didn’t schedule proper lunch and breaks to re-charge. I had to learn how to balance the schedule so I have enough energy for everything.
What was your first business idea and what did you do with it?
My first business idea was called Fun Interiors and I wanted to paint murals in nurseries, but I was so busy I didn’t have time to market and develop it.
What are you learning now? Why is that important?
I am now learning to trust myself and my intuition more, both in personal and professional lives. Your gut instinct is usually right, but sometimes we overthink things or, in my case, trying to make something work that shouldn’t. For my skincare product, I am learning more about new clean ingredients and how they work together. I’m also researching other countries’ markets. For example, I found out that in the UAE people care more about results rather than what’s in the product and here in the USA more people care about what goes into their skin, more people want healthy clean living.
If you started your business again, what things would you do differently?
If I started businesses again… I probably would work fewer hours, even in the beginning, and see my kids more, and try to be more present, in the moment, to enjoy them even more. With MesoLyft, I probably would make smaller badges to have better cash flow not to tie up money with inventory, and invest more in marketing.
What are the top 3 online tools and resources you’re currently using to grow your company?
The top three online tools are Amazon marketing because they made shopping such an easy and trustworthy experience, you just have to work with them! The second is Shopify apps that allow marketing, financing the payment for customers, and reviews/email marketing. Lastly, social media apps like Instagram, Facebook, and Tick Tock: I have learned how to tag and create good content.
What’s a productivity tip you swear by?
The best productivity tip: when you wake up in the morning set the intention. Imagine things working out and easily flowing, attracting good people your way, and everything turning out the way you want. Having a balanced schedule with enough time for lunch and recharging your batteries is also extremely effective.
Can you recommend one book, one podcast, and one online course for entrepreneurs?
I recommend reading “Life Worth Living” by Luba Sakharuk: this book applies to all aspects of life including the business. It will inspire you to stay positive in the face of adversity and finding your purpose, passion, and leadership skills. The same author offers both podcasts and courses that you will not only enjoy but apply to your life. Her background is Programming and being an Agile Coach for big corporations for years, helping CEOs achieve the best work environments for employees and businesses to thrive.
If you only had $1000 dollars to start a new business, knowing everything you know now, how would you spend it?
If I only had $1000 I would invest it in education, taking courses, and getting knowledge to open your business. Before opening a clinic I did have one on one courses with experienced injectors and always continued my education to be the best provider.
What helps you stay driven and motivated to keep going in your business?
Drive and motivation are part of my DNA, part of my “programming” from birth. It doesn’t mean you cannot develop it. I often get recharged at gatherings of people with similar values and interests, it kind of “rubs on you” and you get a second wind and inspiration to get going.
What is your favorite quote?
My favorite quote, and I made it up myself, is
“You CAN have it all”!
What valuable advice would you give new entrepreneurs starting out?
The best advice I can give is to dream and be bold and imagine things you want and ask for them-the resources are unlimited, you can be anyone you want and achieve anything you want! Life is so interesting and fascinating, experience it to the fullest and go after what you want!
Who should we interview next and why?
You MUST interview Luba Sakharuk, the author I quoted above. She is truly one of a kind interesting person and entrepreneur and can affect many lives with her example.
What is your definition of success?
Success to me is having what you want and being in harmony with it. It’s not enough to have your dream come true, you should have time, health, and energy to enjoy it!
How do you personally overcome fear?
To overcome fear you have to replace negative thoughts and images with positive things that you want. Keep the picture of what you are dreaming of in your mind and it is more likely to happen. Fear is a misuse of your imagination. What if everything works out?
How can readers get in touch with you?
You can reach me via email info@visagesculpture.com or info@mesolyft.com I’m happy to answer any questions and inspire you more!
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