Jenna Kapitan grew up in the small town of Willis Point in East Texas. With a high school graduating class of around 170 people and a population of fewer than 2,000 residents at the time, the town epitomized the tight-knit, insular communities typical of the Bible Belt. Her childhood was far from the suburban experience many might imagine. She lived in a double-wide trailer in a rural area, surrounded by a close-knit yet small circle of friends. Despite her smart and ambitious nature, Jenna felt out of place in Willis Point, yearning for a life beyond the town’s limited horizon.
Jenna’s parents were non-religious, a rarity in a town dominated by churches and a few local establishments like Dairy Queen, Sonic, and Brookshire’s. She was able to form her own opinions due to the absence of religious pressure, which fueled her desire to leave the small-town mindset. A year ahead of schedule, at 16, Jenna graduated from high school and set her sights on college, driven by her desire to discover more in life. She decided on the University of North Texas (UNT) in Denton, where she was enthralled with the intellectual, tolerant residents right away.
She nevertheless welcomed the shift, meeting friends and attending UNT to pursue a degree in Fiber Art. She was able to develop her long-standing artistic impulses with this degree, which included several tactile disciplines like screen printing, crochet, fabric dyeing, and weaving.
Jenna relocated to Dallas following her graduation from the University of North Texas, where she started a varied career path. Due to her unusual personal style, which included bright hair, piercings, and tattoos, Jenna looked for work that let her be herself. She performed waitressing and bartender duties, worked as a VIP cocktail waitress at Dallas’ House of Blues, and even performed as a stripper for a while. Jenna also started working as a front desk agent at Floyd’s Barber Shop and as a Netflix customer service representative.
Jenna had always loved learning and was interested in skincare, but it wasn’t until 2020 that she made the decision to enroll in esthetician school. Jenna used her position as operations manager for a food truck firm called Easy Slider to her advantage by enrolling in the Aveda Institute during the COVID-19 pandemic’s shortened work hours. Driven by a clear vision of her future, she committed herself to finishing the program, juggling a demanding school schedule with a full-time job. Jenna’s determination led her to open her own salon space immediately after graduating, a bold move that defied conventional advice for new estheticians. She juggled her responsibilities at Easy Slider while building her clientele, working tirelessly without days off.
Jenna Kapitan faced significant challenges when she first started her own esthetics business. Unlike many new estheticians who transition with an existing client base from previous salon or spa jobs, Jenna had to build her clientele from scratch. To attract clients, she listed her services on Groupon, strategically offering Brazilian waxes at the lowest price in her area.
A year ago, Jenna made a pivotal decision to make her business fully inclusive, offering gender-affirming services. This direction stemmed from her strong personal morals and values. She noticed inconsistencies in the industry, such as different pricing for similar services based on gender. For instance, a Brazilian wax for women was significantly cheaper than for men, despite the procedures being fundamentally similar. Jenna found these discrepancies unjust and decided to eliminate gendered pricing from her service menu. She explained, “Charging different prices based on body parts didn’t compute in my brain. So, I decided to make all my services the same price, eliminating gendered services.”
This move was part of a broader commitment to inclusivity and equality within her business. Jenna’s journey into offering specialized services, particularly for gender-affirming care, evolved gradually. Her interest in providing such services was fueled by interactions with her community and friends, who highlighted the need for these services. This led her to seek further training with brands like DMK, which specializes in enzyme therapy and scar revision treatments. This training enabled her to work on various types of scars, including those from C-sections, sex reassignment surgeries, self-harm, and top surgeries. In Texas, where such inclusive and specialized services are scarce, Jenna has carved out a unique niche. She takes pride in being able to provide these essential services to a diverse range of clients, especially trans individuals.
When asked about the timing of when trans clients seek her services, she noted that it varies. Some come in early in their hormone therapy or before undergoing any surgeries, primarily for waxing. Others seek her out post-surgery for treatments like scar revision, after procedures such as top surgery or facial feminization surgery. “It’s kind of a mix of both,” Jenna explained. “Not all trans clients undergo surgeries, and those who do might come to me at different stages of their journey.”
One year prior, Jenna broadened her knowledge by earning a certification in acne management, which has been especially helpful for her inclusive practice. Acne is frequently a side effect of hormone replacement treatment (HRT), particularly testosterone for those going through a gender transition. Jenna’s certification allows her to effectively treat clients experiencing this issue. “Getting that acne certification was something I always wanted to do. It allows me to treat a wide array of clients, but it fits particularly well into my inclusive practice because I can help trans clients on HRT who start breaking out,” she said.
Acne, especially adult acne, can have a profound emotional impact. Jenna understands this deeply and integrates her knowledge of psychology into her practice, creating a supportive environment for her clients. “Acne can really take a toll on a person’s life, especially adult acne. If someone is transitioning in their late 20s, 30s, 40s, or later and suddenly has acne for the first time, it can be very challenging. It’s hard to look in the mirror and see something so unfamiliar,” she shared. Treating acne is different from other services due to the deep emotional connection involved, making Jenna feel like part therapist at times.
Building trust with new clients is a priority for Jenna, especially given the emotional nature of acne treatments. She conducts thorough consultations and creates a safe space for clients to express themselves.
Jenna’s empathetic approach has resulted in strong client relationships, many of which begin with referrals. The initial treatment can be an emotional journey, and Jenna ensures her clients feel supported throughout. “Good communication is crucial. I’m very close with all my clients because I pour my heart and soul into them. They keep coming back because they know I care about their journey,” Jenna emphasized.
Jenna Kapitan is highly optimistic about the future of the esthetics industry, particularly concerning the inclusive and gender-affirming services she champions. Reflecting on the industry’s direction, Jenna believes that social media plays a crucial role in expanding awareness and acceptance of these services. “With social media being what it is today, it’s possible to showcase my services and reach a broader audience. People can see what I offer and think, ‘Oh my God, maybe that’s something I want or didn’t know was possible.’ When I started, I didn’t even know the services I offer now were possible,” she explained.
Jenna aims to share her knowledge by working on panels at conferences to teach others about running an inclusive business. She recognizes that many in the esthetics industry may be allies but lack the knowledge or verbiage to create inclusive environments. By educating others, she hopes to facilitate broader acceptance and implementation of these essential services.
Looking ahead, Jenna has several ambitious goals. One of her primary objectives is to expand her service offerings to include permanent makeup, such as areola reconstruction and color scar work. This would enhance her gender-affirming services by providing solutions for hypo-pigmented scars, helping clients achieve a more natural appearance.
Another significant goal for Jenna is to collaborate with plastic surgeons specializing in gender-affirming surgeries. “I want to create aftercare packages where clients can get their surgeries done and then come to me for aftercare. This would provide a comprehensive package for them, eliminating the confusion about whether they need to go back to their surgeon, see a dermatologist, or get another surgery for scar work,” she explained.
Jenna is also passionate about speaking on panels and educating future estheticians. She aims to address topics that are often overlooked in aesthetics education, particularly regarding inclusivity and gender-affirming care. “Speaking on panels is a big goal for me because getting comfortable with the uncomfortable is a motto I live by. I want to speak to students in aesthetics schools about these topics because they aren’t taught much about them, if at all,” she shared.
