Hidden Gems: Meet Shannon White of Glow Goddess Lifestyle

Today we’d like to introduce you to Shannon White.

Hi Shannon, so excited to have you with us today. What can you tell us about your story?
Where do I start? I’m originally from New Mexico and grew up as a military brat during my teenage years, which meant that I had the privilege of experiencing different cultures at a young age. That’s really where my love for beauty began – seeing how every culture had its own rituals, traditions, and ways of honoring themselves. I remember thinking I wanted to write a beauty column one day to share these stories with the world.

After earning my bachelor’s degree in journalism, I decided to take it a step further. While my son was still an infant, I enrolled in aesthetics school where I felt that if I was going to write about beauty, I needed to truly understand the science of skin. So I worked my fulltime job during the day and attended aesthetics school at night. That’s how I stepped into the skincare world.

For a few years I jumped from spa to spa, learning, growing and building my clientele. Then, while on maternity leave after having my daughter, my husband at the time and I decided it was time for me to create something of my own. I wanted the freedom to set my own schedule and build something authentic to me and my vision, so we opened Coco Beleza Wax Studio.

At Coco Beleza, I only focused on hair removal, but as I worked with my clients, they always asked me the same questions: “How do you get your skin to glow like that?” Or they would say something like: “Your demeanor is always so calm and soothing.” And it was always hard to give them a straight forward answer, or just one product or tip, because my “glow” wasn’t just from a good skincare product or ritual. It was my entire way of living – a mind, body, and spirit connection. However, it wasn’t until my marriage ended and I became a single woman with kids, that my wellness business – Glow Goddess Lifestyle (Glow) was created. My ex and I went our separate ways right before COVID, so during that time is when everything I had been casually sharing with my clients was put to the test, and I started to take it more seriously. That’s what inspired me to create Glow Goddess Lifestyle. Because the more I shared my story with my clients, I learned that they too were dealing with stressors that made them insecure and uncertain about who they were. So Glow became a way for me to inspire, empower, and teach women that glowing just about what you put on your skin; it’s about how you nurture yourself from the inside out. So I then went on to get my certifications in health and wellness coaching, and juice therapy.

And here I am today – still learning, growing, and helping other women embrace their glow – especially those of us 40 and beyond. In a world where the beauty industry often centers youth, we can feel overlooked. But to my seasoned siSTARS: aging isn’t something to dread – it’s something to celebrate. Glow believes that aging is about evolving. It’s the beginning of a new kind of glow. I’ll be 54 in September, and I feel like I’m just getting started!

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Lol, no – it’s definitely not been a smooth road. I don’t think it ever is when you’re truly being authentic and building something from your heart. Just as life has its ebbs and flows, the journey is never linear.

With that said, some of the obstacles I faced were honestly self-imposed, like so many of us women experience. I struggled with imposter syndrome – bad. Constantly questioning if I was really built to take on a responsibility like this. Because, although Glow Goddess Lifestyle is fairly new, it isn’t just a cute trend – it’s a movement to help women love themselves and embrace their glow unapologetically, no matter their age, weight, or place in life. So many women struggle with that, and I’m no different.

But as much as I believed in this mission, there were days when I wondered, “who am I to lead this?” because I’m still learning and growing myself. I’m constantly evolving, and being stretched and challenged.

But the beautiful thing is, that’s exactly what Glow Goddess Lifestyle is about – embracing your perceived imperfections, showing up as you are, and giving yourself permission to grow without shame. As a shy girl at heart, one of the biggest lessons I’ve learned on this journey is to keep going. To keep showing up. To own your glow, even when it’s dim or messy, because the light – your light- is still shining the way for someone else.

Appreciate you sharing that. What should we know about Glow Goddess Lifestyle?
My first business is Coco Beleza Wax Studio, which I am currently rebranding to Glow Skin Studio LLC, to better align with my vision of aging vibrantly and fully embracing your glow.

But the business I really want to shine a light on today is my second baby – Glow Goddess Lifestyle. This brand represents the heart of what I believe in: a holistic, balanced way of living that supports not just your outer glow, but your inner wellness too – because how you live and move in life- mentally, physically, and spiritually, shows up on your skin.

Glow Goddess Lifestyle is a wellness platform designed to help women own their glow and age vibrantly through a mind, body, and spirit connection, through what I lovingly call “glow coaching,” and eventually seminars and online courses. Yes, I specialize in skincare, but what truly sets me apart is my holistic approach. I teach women that glowing isn’t just about your skincare products, but about how you love yourself, nurture your body, and care for your spirit. Great skin is then a byproduct of this. So it’s kind of like taking your skincare ritual to another level.

I want your readers to know that although my target audience is women, men are welcome to come on this journey as well. They also need to tap into their glow! lol

Brand wise, I am most proud of the relationships that form through this work. It’s not just about inspiring and empowering – it becomes a sisterhood. We become family. I am proud of that. Honored.

My mission is to help people see that their glow isn’t something they put on, it’s something that they cultivate from within.

I offer a coaching program, skincare tips, and health and wellness education – all rooted in self-love, self-awareness, and self-empowerment. Eventually I want to host workshops and seminars on a broader scale. At the end of the day, Glow Goddess Lifestyle is here to remind you that your glow is your power- unique to only you.

Where do you see things going in the next 5-10 years?
It’s already shifting, but in my opinion, I see the industry expanding even more over the next 5-10 years. So many people are struggling to be genuinely happy, especially with how social media impacts our sense of self. We’re constantly comparing our real lives to someone else’s highlight reel, and it’s become so detrimental to our mental health and how we view ourselves and our worth.

But like I said, I believe there’s already a shift happening. People are tired of seeing “fake perfection.” They’re craving authenticity, real connection, and deeper healing. The raw and ugly kind. Within the next decade, I see more and more people wanting to live as their true selves – to become the hero or dream girl of their own lives instead of trying to mimic someone else’s.

And honestly, I’m here for it. Work like mine is needed now more than ever, and I feel honored to be a part of this movement towards self-love, and radical self-acceptance. It helps me grow and evolve as well.

Contact Info:

• Website: https://www.glowgoddesslifestyle.com
• Instagram: @glowgoddesslifestyle
• Facebook: @glowgoddesslifestyle
• Other: TikTok – @glowgoddesslifestyle

Image Credits
@portraitsbymills