NASHVILLE, Tenn. — For many people, skincare is viewed as a luxury. For Heidi Bellerjeau, it’s something much more important.
“I don’t think of it as vanity. I truly think of skincare, just as I think of working out,” Bellerjeau said. “It’s foundational for confidence and mental health.”
That philosophy has become the driving force behind her work as the owner of Face Foundrié Nashville in The Gulch and the newly open Belle Meade location. As Nashville’s wellness culture continues to evolve, Bellerjeau is helping lead a shift in the way people think about skincare—not as an occasional indulgence, but as an essential part of overall well-being.
But long before she was building a skincare business in Music City, she was learning the industry from some of its biggest names.
Bellerjeau’s beauty career began while she was still in college, working at a cosmetic counter for Prescriptive Cosmetics, a division of Estée Lauder.
At the time, she was studying public relations and communications and envisioned a future in agency work. Instead, she found herself captivated by the beauty industry and the opportunities it offered.
“It’s where people shopped for cosmetics and it was so much fun,” she said. “It was the hustle and bustle and I learned so much.”
A major influence was legendary makeup artist Tricia Sawyer, known for working with actress Sharon Stone.
“She taught me everything I know about brushes and how to apply makeup,” Bellerjeau said.
After graduation, she landed a regional role with Estée Lauder that quickly launched her into a fast-paced career spanning multiple cities and countries.
Over the next decade, she lived in Birmingham, Atlanta and New York City while traveling extensively for the company. Her responsibilities included developing education programs, creating training curriculum, launching products and helping expand brands internationally.
“Truly my commute was Delta Airlines,” she laughed.
One of the most memorable chapters of her career came when Estée Lauder partnered with Kate Spade to launch a beauty line.
Bellerjeau worked closely on the launch and recalls being inspired not only by the products themselves but by the designer herself’s creativity and attention to detail.
“Kate was the sweetest soul,” she said. “Her attention to detail was impeccable.”
From fragrance development to packaging design, every aspect reflected Spade’s signature style. One detail that still stands out to Bellerjeau was the packaging itself.
“The inside of the box was the wallpaper of her guest bathroom,” she said.
Looking back, she credits those experiences with helping shape her understanding of branding, customer experience and product development.
While Bellerjeau gained experience across fragrance, makeup and retail education, skincare became the area that resonated most deeply.
As a makeup artist, she quickly realized that the best makeup application begins with healthy skin.
“When people would sit in my chair and I’d start to paint their face, if they were struggling with skin concerns, I knew I had to fix that first,” she said.
She became fascinated by understanding not only how products worked, but why skin issues occurred in the first place.
“If there were problems on the skin, I wanted to know where it was coming from,” she said. “How we could get to the root cause of it.”
That curiosity eventually evolved into a lifelong passion for skin health and education.
Despite decades of industry experience, Bellerjeau recently decided to pursue her master’s aesthetics license.
For years, she considered going back to school but struggled to find the right timing while running businesses and raising a family.
Eventually, she enrolled in an accelerated aesthetics program in Franklin and fully immersed herself in the experience.
“I don’t like easy,” she said. “Bring it on. Let’s do it.”
The program required dozens of facials, advanced treatments, practical exams and extensive study. Rather than taking shortcuts, Bellerjeau insisted on completing every requirement, even when instructors suggested she had already demonstrated competency.
The experience gave her an even deeper appreciation for the science, regulations and technical skills behind aesthetics.
“I thought that I knew a lot,” she laughed. “No.”
Today, Bellerjeau channels that knowledge into Face Foundrié, a skincare concept designed to make professional treatments more accessible.
Founded in Minneapolis, Face Foundrié was created to offer high-quality facials in a convenient, affordable format.
“Why don’t we have a place like Drybar for facials?” Bellerjeau recalled of one of the brand’s original inspirations.
The concept combines the expertise and product quality of a traditional med spa with the convenience of a neighborhood beauty service.
Clients can often book appointments within a day, receive treatments in under an hour and enjoy professional-grade products without the premium pricing typically associated with med spas.
“It’s achievable. It’s easy, it’s affordable,” she said.
The Gulch location alone employs more than 20 aestheticians, each of whom undergoes extensive training before working independently with clients.
“We pride ourselves on education,” she said.
New hires spend weeks learning foundational services before progressing to advanced modalities like microchanneling, radio frequency and other specialized treatments.
Bellerjeau particularly enjoys mentoring newly licensed aestheticians. “I love how passionate and excited a brand new aesthetician is,” she said.
Her goal is not only to provide exceptional services but to help create confident, knowledgeable professionals who can guide clients through their skincare journeys.
For Bellerjeau, the client experience extends far beyond skincare treatments.
Every detail inside Face Foundrié, from the layout and design to the scents and sounds, has been carefully considered.
Inspired by luxury brands, she believes the environment should feel welcoming, restorative and approachable.
“It’s taking 40 or 50 minutes to wipe out the brain and not make a decision for once,” she said. “Just lay there and let someone guide you.”
That philosophy continues as Face Foundrié expands into Belle Meade, where clients can expect the same services and standards while enjoying a unique design aesthetic tailored to the neighborhood.
In addition to expanding Face Foundrié, Bellerjeau is preparing to launch Salt Mineral Beauty, her own mineral-based makeup line.
It’s another chapter in a career defined by curiosity, education and a genuine desire to help people feel their best.
After more than two decades in beauty, countless flights, global launches, corporate leadership roles and a return to the classroom, her perspective remains remarkably simple.
Healthy skin isn’t about perfection. It’s about confidence.
And much like exercise, nutrition and mental wellness, it’s an investment in yourself.
For more information about Face Foundrié Nashville, visit their website to book an appointment at either the Gulch or Belle Meade location, or follow along on Instagram for skincare tips, self-care inspiration, and a daily dose of relaxation.
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