Meet Lindsey Westendorf of North Raleigh

Today we’d like to introduce you to Lindsey Westendorf.

Hi Lindsey, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
Back in 2018, I took a leap of faith and started Smoothe LLC in a small room inside a hair salon. At the time, it was just me, my passion for skincare, and a vision to create a space where people could feel confident and cared for. I hustled hard, building a loyal client base while balancing the demands of running a business and being a mom.

Over the years, through dedication, continuous education, and a deep commitment to my clients, I was able to scale beyond that small room. I rebranded and expanded, officially renaming the business Smoothe & Co. and opening our own storefront off Millbrook Rd. and Atlantic Ave. It was a huge milestone—proof that the late nights, sacrifices, and sheer determination were worth it.

Now, Smoothe & Co. is more than just a spa. It’s a community, a place where people come not only for treatments but also for education, self-care, and confidence. I’ve built a strong, tight-knit team that shares the same passion for skincare and wellness, and we continue to evolve, offering new treatment’s, staying ahead of industry trends, and ensuring every client has the best experience possible.

The journey hasn’t been easy—balancing business and parenting, navigating growth, and managing the challenges that come with scaling—but it’s been incredibly rewarding. I started Smoothe & Co. with the goal of having more freedom for my family, and in the process, I built something much bigger than I ever imagined. And the best part? We’re just getting started.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It hasn’t been a smooth road—entrepreneurship rarely is. When I started Smoothe LLC in 2018 inside a small room at a hair salon, I had a vision, but I also had a long road ahead of me. Growth didn’t happen overnight, and there were plenty of struggles along the way.

In the beginning, I was doing everything—providing services, handling bookings, managing finances, and marketing myself. I had little built-in foot traffic, so I had to rely heavily on word of mouth and social media to grow my clientele. That meant long hours, networking, and constantly educating myself to offer the best treatments possible.

One of the biggest early struggles was balancing time. As a mom of two, when I started Smoothe (now a mother of four), I was constantly juggling business and family. I wanted Smoothe to grow, but I also wanted to be present for my kids. Finding that balance took time and trial and error.

As Smoothe LLC grew, I knew I needed a bigger space, but expansion came with its challenges. Moving into our storefront off Millbrook Rd. and Atlantic Ave. was a major milestone, but the financial and logistical challenges of scaling were real. A larger space meant more overhead—rent, utilities, supplies, and payroll. I had to make strategic decisions to ensure the business could sustain itself without compromising quality or client experience.

Rebranding to Smoothe & Co. was another challenge. While exciting, it required new marketing, branding efforts, and communicating the transition to clients. Change, even when positive, can be overwhelming, and making sure the transition was smooth for both the business and our clients took careful planning.

One of the biggest hurdles in any service-based business is staffing. Finding the right team members—people who align with Smoothe & Co.’s vision and values—wasn’t easy. I wanted to create a culture of growth and education, which meant prioritizing continuous training and ensuring my team had the tools they needed to succeed.

To manage labor costs while maintaining high standards, I implemented structured training sessions every other month and encouraged staff to use downtime effectively. I also adjusted treatment times from 15-minute increments to 20 minutes, allowing for a better client experience while balancing price increases due to inflation and distributor costs.

While growing Smoothe & Co. came with its own set of challenges, the most difficult part of my journey was navigating my fourth child’s medical complexities. He is a transplant child, and for over two years, I had to step away from the treatment room to care for him through hospital stays, medical interventions, and, ultimately, a liver transplant when he was just five months old.

During that time, I wasn’t just running a business—I was fighting and advocating for my child’s life while also trying to be present for my other children. It was a constant juggling act, managing specialists, surgeries, and hospital stays, all while ensuring Smoothe & Co. could keep its doors open. There were moments when I questioned whether I could do it all, but I refused to let go of what I had built. I leaned on my team, made strategic adjustments, and found a way to keep moving forward, even when life felt overwhelming.

Despite the struggles, every challenge has made me a stronger leader and business owner. I’ve learned to pivot when necessary, lean on my team, and trust in the process. Smoothe & Co. is thriving because of resilience, hard work, and a commitment to providing the best for our clients.

And while the road hasn’t been smooth, the destination is worth it. We’re still growing, evolving, and expanding our offerings, and I’m excited for what’s next.

Can you tell our readers more about what you do and what you think sets you apart from others?
At Smoothe & Co., we specialize in results-driven skincare and hair removal treatments that help our clients feel confident in their skin. We aren’t just a spa—we’re a space dedicated to education, empowerment, and top-tier services that cater to each client’s unique needs.

We offer a range of treatments, but our expertise lies in:
Advanced Skincare– From chemical peels to microneedling, and dermplaning, we focus on delivering real results. We believe in effective treatments that improve skin health.
Expert Waxing & Hair Removal– Brazilian and body/facial waxing are a core part of what we do, and we ensure clients receive expert techniques, minimal discomfort, and the best possible results. We also educate clients on proper post-care.
Education & Customization– We take the time to educate clients on their skin, products, and treatments. No two clients are the same, so our approach is never one-size-fits-all.
– We aren’t here to sell gimmicks. Every treatment we offer is backed by education, expertise, and results-driven techniques.

We invest in continuous education for our team, holding training sessions to refine skills, stay updated on industry advancements, and maintain the highest standards– We’ve fine-tuned our appointment times ensuring each client gets the best experience while maintaining efficiency. We build relationships with our clients, making them feel comfortable, heard, and cared for.

Beyond the treatments we offer, I’m most proud of the business I’ve built from the ground up. Smoothe & Co. has grown into a thriving storefront in Raleigh. My team. What can I say they are truly incredible, and I wouldn’t be where I am today without them. I am also incredibly proud of coming out of the storm with my medically complex transplant child who survived the transplant.

Through it all, Smoothe & Co. has stayed true to its mission: helping people feel confident, cared for, and educated about their skin. And that’s what makes all the hard work worth it.

What are your plans for the future?
Smoothe & Co. has grown tremendously over the years, but we’re just getting started. Looking ahead, I have big plans to continue expanding our treatments, refining our client experience, and strengthening our team.

Pricing:

• Brazilian-$73
• Brow- $33
• Refine & Renew Facial- $159
• Microneedling- $325
• Teeth Whitening- $99

Contact Info:

• Website: https://www.SmootheRaleigh.com
• Instagram: https://www.instagram.com/smoothe.co
• Facebook: https://www.facebook.com/SmootheRaleigh