We were lucky to catch up with Alicia Benoit recently and have shared our conversation below.
Alicia, we’re so excited for our community to get to know you and learn from your journey and the wisdom you’ve acquired over time. Let’s kick things off with a discussion on self-confidence and self-esteem. How did you develop yours?
I developed my confidence and self-esteem through Shade & Blade Brow Boutique by helping others find their own beauty and strength. Seeing the transformation in my clients—how a simple brow enhancement can light up their face and completely shift how they see themselves—reminded me of my own journey. Building this business from the ground up, pouring my heart into every detail, and watching it grow has been more than just a professional success—it’s been a deeply personal healing and empowering experience. Through serving others, I found myself.
Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?
Thank you for the opportunity to share my story—I’m Alicia Benoit, founder of Shade & Blade Brow Boutique. I started this business in 2020 during a time when the world felt uncertain, but I knew I wanted to create something meaningful that helped women feel beautiful, confident, and empowered. Permanent makeup changed my life years ago, and I wanted to offer that same transformation to others.
At Shade & Blade, we specialize in luxury brow services like microblading and microshading, as well as lip blushing. But it’s more than just enhancing features—it’s about giving women the freedom to wake up feeling polished, powerful, and like the best version of themselves. What makes our boutique truly special is our customized approach. Every brow is mapped to fit the unique anatomy of each client’s face, ensuring results that feel natural and authentic to who they are.
Professionally, I’m focused on growth—with quality and intention. We’ve expanded to three beautiful locations across the Valley: Biltmore, Desert Ridge, and North Peoria. Each space is designed to feel elegant, welcoming, and a little bit magical. I want every client to feel cared for from the moment they walk in to the moment they leave.
Right now, I’m excited to continue deepening our client relationships and growing our community of women who support one another and believe in effortless confidence. Shade & Blade isn’t just about beauty—it’s about feeling seen, supported, and celebrated.
If you had to pick three qualities that are most important to develop, which three would you say matter most?
Looking back, three qualities that have been most impactful in my journey with Shade & Blade Brow Boutique are resilience, attention to detail, and a genuine passion for helping others feel confident.
Resilience was key, especially starting this business in 2020 during the pandemic. There were moments of doubt, uncertainty, and fear—but I kept showing up, trusting my vision, and putting in the work even when things felt overwhelming. For anyone early in their journey, my advice is: expect challenges, but don’t let them define you. Stay focused on your “why,” and keep pushing forward—progress is often quiet and slow before it becomes noticeable.
Attention to detail is everything in the world of permanent makeup. Perfecting brows is an art, and my commitment to precision has not only built trust with clients but has also elevated the boutique’s reputation. For those starting out, I’d say: take your time to master your craft. Excellence comes from repetition, continued learning, and not cutting corners.
Lastly, genuine passion for helping others is what keeps me grounded and inspired. Every client that sits in my chair is trusting me with something intimate—their face, their confidence. That connection is sacred. If you’re beginning your journey, lead with heart. People feel it when you truly care, and that authenticity will carry you further than anything else.
The journey isn’t always easy, but it’s worth it—and the growth that comes from building something with purpose is truly life-changing.
One of our goals is to help like-minded folks with similar goals connect and so before we go we want to ask if you are looking to partner or collab with others – and if so, what would make the ideal collaborator or partner?
Yes, I’m absolutely open to partnering and collaborating—Shade & Blade Brow Boutique has been built not just on passion and precision, but also on the power of community. I’m Alicia Benoit, and one of the most rewarding parts of growing this business has been forming strong, supportive partnerships with other professionals in the beauty and aesthetics space.
We currently collaborate with many incredible nurse injectors, med spas, salons, and eyebrow threading and waxing centers across the Valley, and I truly believe that Shade & Blade would not have flourished the way it has without those connections. These partnerships have allowed us to offer more value to our clients while supporting one another’s growth—something I care deeply about.
If you’re a fellow beauty professional looking to collaborate—whether it’s through referrals, cross-promotion, shared spaces, or creative partnerships—I’d love to connect. I’m especially excited to meet more like-minded injectors, estheticians, and brow experts who share a passion for helping people feel their absolute best.
Feel free to reach out directly—I’d love to hear from you!
Contact Info:
- Website: https://Shadeandblade.glossgenius.com
- Instagram: Shadeandbladebrowboutique
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