Faces by Liliana is a French-inspired skincare product line founded by licensed esthetician Liliana Aranda in Alameda, CA. The business spans facial services, lash extensions, a French Market booth, and an e-commerce shop, with expanded Alameda studio hours added in 2026.

Inspired by her father to pursue what she loved as a child, Liliana enrolled at Cinta Aveda Institute, developed her skincare line with him, and carried his memory forward after his passing. A trip to Paris in 2017 sparked Atelier Liliana French-Inspired Beauty, and her first Beautie Besties Paris Tour launched in 2018. She has visited Paris more than 15 times since 2016.

Challenges

• Resources were stretched thin across multiple revenue streams: studio services, a French Market booth, an e-commerce shop, and Paris tours, all as a solopreneur.

• Brand identity and storytelling were inconsistent across the website, social channels, packaging, and in-studio experience, with no unifying tagline or visual system.

• As a solopreneur, scaling beyond one-on-one service revenue required a clear path toward product sales and experiential offerings, which had not yet been defined.

• Marketing relied heavily on word-of-mouth, and while an email list of 3K+ contacts existed, it was inconsistent, unfiltered, and not reaching the right demographics.

  
  

TAP Solution

• Through TAP's Deep Dive program (Aug – Nov 2025), developed a full brand strategy including value proposition, market positioning, and a four-segment customer model.

• Built a six-month marketing plan organized around three brand pillars with tactics across B2C, B2B, and a spa-to-consumer channel, targeting $18,000–$20,000 in incremental revenue.

• Conducted a page-by-page website audit with brand-focused and conversion-focused recommendations, including sample copy in the refreshed brand voice.

• Created a simple, repeatable social media program centered on Instagram and Facebook with four content pillars and concrete SMART growth targets.

  
  

Impact of TAP

• Since completing the program (Dec 2025 – mid-2026): 18% increase in orders and 11% increase in total sales.

• Website conversion rate up 22%, with a 10% increase in new client orders driven by SEO improvements.

• 19% increase in email subscription rate and growth in average order size.

• Expanded Atelier Liliana product mix with 4 new additions: a Menopause Reverse Skin Kit, a new exfoliant, and lip care.

• Paris tours booked through 2030, with the upcoming spring tour already half sold out.

 - Liliana Aranda, Faces by Liliana