Welcome to our Featured Founder series, where you’ll meet startup founders from Tampa-St. Petersburg who are building and scaling their ventures to solve some of the world’s greatest challenges. We interviewed Amanda Cuevas of GlamNow, a company that redefines beauty services by offering concierge aesthetics— like neurotoxins, dermal fillers, and skin rejuvenation— directly to clients’ homes.

Please provide a brief one-liner about your company.

GlamNow is a company that redefines beauty services by offering concierge aesthetics- like neurotoxins, dermal fillers, and skin rejuvenation- directly to clients’ homes

What were you doing previously, and what inspired you to launch your company?

I previously served as the Chief Revenue Officer for LEMA Construction and spent over a decade working in the construction and development sector. While I loved the challenge of building and scaling in that industry, I was drawn to pursue my true passion: entrepreneurship and aesthetics. That led me to launch NowTox, a mobile concierge aesthetics company, which I successfully grew locally. From there, I knew I wanted to pursue my ultimate goal—expanding nationwide—which became the foundation for what is now GlamNow.

What pain point is your company solving? What gets you excited to go to work every day?

The aesthetics industry has long been fragmented and often inaccessible—clients struggle with convenience, trust, and privacy, while skilled nurse injectors face high overhead costs, limited flexibility, and few opportunities to grow their businesses. I founded GlamNow to solve both sides of that problem: delivering safe, high-quality concierge treatments directly to clients in the comfort of their own homes, while empowering nurses with the tools, training, and technology to build thriving practices without the burden of brick-and-mortar overhead.

What excites me every day is seeing this vision come to life—watching clients light up with confidence after a treatment and seeing nurses gain new independence and success in their careers. It’s the blend of beauty, empowerment, and entrepreneurship that fuels me to keep pushing GlamNow forward.

Name the biggest challenge you faced in the process of launching the company. How did you overcome it?

The biggest challenge I’ve faced with GlamNow has been marketing a unique product in new markets. Building awareness and trust in such a competitive space is already tough, but adding the financial pressure of launching something innovative makes it even more complex. It hasn’t been something I’ve completely figured out, and truthfully, it’s still a challenge I work through every day. What keeps me going is knowing that our vision resonates—leaning into creativity and authentic connections has allowed us to make an impact even without the resources of a massive marketing budget. Each new market teaches me something different, and while it’s not easy, that process of trial, growth, and persistence is what continues to shape GlamNow into the brand I know it can be.

Where do you see your company headed next?

I see GlamNow expanding into a true national platform that redefines how people experience aesthetics. Our next steps are focused on scaling into new markets, deepening partnerships with industry leaders, and empowering nurses with the tools and opportunities to grow their own practices under the GlamNow umbrella. We also look forward to partnering with other national brands in the hospitality, health, and fitness space—meeting clients where they already are and creating elevated experiences that blend beauty, wellness, and lifestyle. Longer term, I envision GlamNow becoming the go-to name for concierge aesthetics—synonymous with luxury, trust, and accessibility—while also expanding into wellness services that complement beauty from the inside out. What excites me most is the opportunity to not only build a company, but to build a movement that changes the way people think about and access care.

Give us a tactical piece of advice that you’d share with another founder just starting out.

One piece of advice I would share with another founder just starting out is to get really comfortable with the idea that things won’t be perfect—and move forward anyway. In the early stages, it’s easy to get caught up in wanting the perfect brand, the perfect launch, or the perfect plan, but the real growth comes from testing, learning, and adapting. Stay scrappy, stay open to feedback, and surround yourself with people who complement your strengths.

Why Florida?

I launched GlamNow in Florida because it’s home for me—I was born and raised in Tampa, and this community has shaped so much of who I am. Florida also made sense strategically: it’s one of the fastest-growing markets in the country for aesthetics and wellness, with a diverse population and a strong demand for luxury, concierge-style services. Starting here allowed me to build from a place of authenticity, with the support of my local network, while also proving that the GlamNow model could thrive in a competitive, high-demand environment. It felt like the perfect balance of personal roots and business opportunity.