Our Story
The problem
Independent skincare practitioners are busier than ever. Social media made it possible to build a real client base without a storefront or a marketing team. Some of them are fully booked months out.
But the way they actually run their practice has not changed. Client conversations happen in Instagram DMs. Bookings come through text messages. Intake forms are screenshots sent back and forth. Follow-ups live in the Notes app. Payment happens on a completely separate system.
To keep track of everything, most practitioners jump between five or six apps and try to hold it all together in their head. Calendly does not know what a treatment plan is. Vagaro was not built for someone working solo. Square handles the payment but not the relationship.
For someone running their own practice, that overhead adds up. Clients slip through the cracks. Follow-ups get missed. The admin work grows alongside the business.
The idea
Jay runs Butterskin Lab in Toronto. Over a hundred thousand followers. Featured on a Times Square billboard. Fully booked. And still managing his entire practice through DMs and a notes app.
We did not want to build another generic booking tool. We wanted to build the thing Jay actually needed — a single place where bookings, client history, messaging and treatment plans all live together. Something designed for how skincare practitioners actually work.
Each practitioner gets their own booking link. Clients visit the link, see the services, and book. No app download. No account creation. On the practitioner side, everything flows into one dashboard. Conversations, appointments, notes, follow-ups — all connected.
We started building it as a custom tool for Butterskin Lab. Then we talked to other practitioners and realized they all had the same problem. So we made it a platform.
What we are focused on
Skincoach is built for independent skincare practitioners who want to run their practice properly without spending their evenings on admin.
We focus on making booking effortless for clients, keeping client history and conversations in one place, reducing no-shows with automated reminders, and giving practitioners the tools to send treatment plans and product recommendations without switching between apps.
Right now we are launching with Jay as our first practitioner. Every feature gets tested on a real practice with real clients before it ships to anyone else.
Our goal is simple. If you run a skincare practice, you should not have to piece together five apps to do it well.
The team
Jay Nguyen
Practitioner & Co-founder
Runs Butterskin Lab in Toronto. 100K+ followers. Times Square billboard. Still answers every DM himself.
Pablo Vallejo
Engineering & Co-founder
Ex-Shopify. 10+ years building software. Got tired of watching Jay manage a thriving practice from his Notes app.
Felipe Acosta
Business & Co-founder
Growth and partnerships. Talks to practitioners every week to figure out what actually matters to them.