How Rio Viera-Newton Turned a Viral Moment Into a Skincare Business

Rio Viera-Newton has given skincare advice in her writing work for years. “The beauty industry—but specifically the skincare industry—is so oversaturated, it can be insanely confusing for consumers who aren’t authorities in the space to parse through,” she says. “I always loved how rewarding it was to help educate people and find products that make sense for them.”

In 2017, a viral moment took that advice to a bigger audience than ever before. She shared a rundown of her skincare routine after a bad acne flare-up, which passed between friends and friends of friends until eventually making it to New York Magazine. Since then, Rio has gone to esthetician school, launched a skincare consultancy, and published a book on the topic. 

Read on to learn how she started her consultancy, how Squarespace helps her keep it running smoothly, and why authenticity is key to how she talks about skincare.

Going from viral article to business plan

Rio’s skincare routine going viral was one thing, but turning that moment into an opportunity was a longer and more nerve-wracking journey. 

“When I graduated from esthetician school, I knew I wanted to create a business that was more personal and individualized,” Rio says. “I was absolutely terrified, as I think most people are when they start a new business venture.”

“When I first started, I wanted to make sure I was structuring my consultations in the most helpful way possible, so I did a round of 20-ish free consultations to friends and family before I launched and asked them to give me some feedback,” she adds. “Because of this, I was able to iron out the kinks once I started getting my first few paid customers. This was super important, because it meant that by the time I launched, I had so much practice and therefore launched my business with loads of confidence.”

In addition to her trial runs, one of Rio’s top priorities for launching her consultancy was to set up a website. “A user-friendly, nice looking site that people could easily book through was important,” she says. 

That search for the right website and scheduling platform led her to Squarespace, where she could build a stylish site and put her booking options front-and-center.

Staying on top of time with Acuity Scheduling

“I’m still a journalist as well as a copywriter, so time management and staying supremely organized is definitely of the utmost importance to me,” Rio says. As a jack-of-all-trades, tools that save her time without sacrificing client experience are a must-have.

“Squarespace and Acuity have allowed me to manage my availability, log all of my contacts, and even send reminders,” she says. “That way I can give my clients 110% of my attention during our sessions, as well as have the allotted time to write thoughtful follow up emails with notes after the session. I don’t know what I would do without it, really!”

Integrating Acuity Scheduling into her site allows her to create custom appointment options, pricing, and intake forms, including a budget-friendly option for skincare newbies. Clients can see Rio’s availability in real-time and book their own appointments, giving them control and saving her time.

“​​Acuity’s super easy-to-navigate format allows me to send out really important pre- and post-consultation forms and emails,” she adds. “That helps me stay in touch with my clients as well as have all the information necessary for our meeting so that I’m super prepared by the time we actually sit down together.”

Demystifying skincare in digital spaces

Getting into the details of a topic as nuanced and personal as skincare requires some finesse, especially online. Rio defined her own way of sharing with her clients and followers by focusing on her own experiences and keeping it real.

“Truly anything skincare related is fair game—however gross or overshare-y it might be,” she says. “I’ve talked about horrible cystic spots, clusters of post birth control hormonal acne, rashes, flakiness—you name it.” 

Focusing on educating others also means doing away with some of the polished highlight reels often associated with social media. “If I think it will help someone, I’m all for documenting the nitty gritty of how I navigated a bad skin experience and sharing it with folks,” Rio says. 

And rather than falling into the trap of being prescriptive, she saves the individualized advice for her clients. “While I do have a formal esthetician education, I do tend to write and speak from a first person experience when I share, so people know that I’m not generalizing,” she says.

Planning for the future and beyond

With a published book under her belt and a clear vision for how she wants to run the online parts of her skincare business, Rio is thinking about new ways to get up close and personal with clients.

When asked about plans for the future, she raised the idea of in-person consultations. “I think the convenience of online consultations is pretty alluring to most people, but I would also love to give people the option to come and see me in person,” she says. “That way, I could really see their skin up close and personal. Pop-ups in London, New York, and LA where people could come and see me in person would be so amazing.”

Inspired by Rio’s story? Start building your own business on Squarespace.