STATEN ISLAND, N.Y. — What began as a personal interest in spray tanning has grown into a full-time career for Dominique Martinelli, a Staten Island entrepreneur who has built a beauty business rooted in confidence, skin health and personalized care.
Martinelli launched her business at age 20 while still in college, initially as a way to explore something she enjoyed doing and to gain experience.
With the support of friends who became her first clients, the small venture steadily grew into a thriving brand.
“I was simply someone who loved getting spray tans. I never imagined it would turn into my one career,” Martinelli said.
Over eight years, she has developed her craft and expanded her services beyond spray tanning into a broader focus on skincare and esthetics.
Her work is driven by a desire to help clients feel confident, with an approach that blends relaxation with results.
Martinelli developed treatments designed to be accessible and effective, particularly for those with sensitive or acne-prone skin — an area that deepened her commitment to skin health.
That focus has shaped her philosophy: skincare should not feel intimidating but be both approachable and transformative.
“For me, it’s not just about a relaxing facial — it’s about helping heal skin and giving clients confidence in their own complexion,” she said.
Dominique Martinelli launched her business at age 20 while still in college, initially as a way to explore something she enjoyed and gain experience. Today, it has expanded into a growing brand. (Courtesy of @youglowgirl)(Courtesy of Francesca Troia)
Her decision to fully pursue the business required stepping away from a more traditional path, a move she said was not always immediately understood.
Martinelli said she faced mixed reactions when she chose to leave college and shift her career focus, but over time she proved to herself and others that she had made the right decision.
Challenges of entrepreneurship
While confident in her path, she acknowledged that entrepreneurship comes with ongoing challenges and a high level of personal responsibility.
“As a small business owner…the responsibility for success is mine alone,” she said.
At the core of her business is a personalized approach that emphasizes individual needs and goals. Each service — from customized spray tans to results-driven facials — is tailored to the client, with a focus on long-term outcomes and building lasting relationships rather than one-time appointments.
The well-appointed space of @beautybybolusi
(Courtesy of Francesca Troia)(Courtesy of Francesca Troia)
Her studio has also evolved into a collaborative space, bringing together a team of beauty professionals. In addition to Martinelli, the business includes another spray-tan artist.
Martinelli said she takes particular pride in fostering a space that supports other women in their work, creating an environment that encourages both professional growth and collaboration.
A peak into the spray tan studio. (Courtesy of Francesca Troia)(Courtesy of Francesca Troia)Welcoming atmosphere
Creating a welcoming atmosphere is another priority. Drawing on her own experiences as a client, she has designed her studio to feel both elevated and comfortable, with thoughtful details that enhance the overall experience.
“I always ask myself: If I were booking, how would I want to feel from the moment I walk in to the moment I leave?” she said.
From small touches, like refreshments to a curated retail selection that allows clients to maintain their skincare routines at home, Martinelli aims to extend the experience beyond the appointment itself.
Building trust with clients
For her, one of the most rewarding aspects of the business has been building trust with clients, particularly through referrals and repeat visits.
“When someone comes in through a referral and already feels confident in the experience they’re about to receive, it means everything to me. The most rewarding part has been building a strong sense of trust within my client base,” she said.
“I also love to see my work credited on social media by other beauty professionals. For instance, if I spray tan someone for a special occasion or prep their skin for a wedding, it’s extremely reassuring to see the full look come to life,” Martinelli added.
She also finds fulfillment in helping clients prepare for important milestones, including weddings and special events, where her work becomes part of meaningful life moments.
Pictured is the nail station Polished & Pretty.
(Courtesy of @polished&pretty)(Courtesy of Francesca Troia)Advice for budding entrepreneurs
Looking ahead, Martinelli encourages other young women interested in the beauty industry to pursue their goals with persistence and confidence.
“If you’re truly passionate about what you do, you won’t fail,” she said. “You have to believe in your vision and trust the process.
In the beginning, it takes a lot of dedication — you’ll work unconventional hours, accommodate clients’ schedules, and really go the extra mile, she said.
“But that consistency and commitment will pay off. Over time, you’ll build a loyal clientele, gain confidence in your work, and create a schedule that works for you,” said Martinelli. “Success in this industry comes down to mindset, work ethic, and staying true to your purpose.”
Skindividuality by Theresheglowsnyc is located in Tottenville, at 217 Main Street. To make an appointment, call (862) 401-4619.