Press Release:

Wellness takes Center Stage: A Bold Message to the Billion Dollar Beauty Industry

01 June 2026

NEW YORK. [01] June 2026 – 49-Year-Old Esthetician Lakia Bey-McCrae Launches “Skin in the Game,” a Transformative Guide Empowering Beauty Professionals to Reclaim Their Power through Wellness and Self Examination Beyond Industry Standards.

After nearly 20 years in the beauty field and over 30 years in the service industry, Lakia McCrae, a 49-year-old esthetician and wellness advocate, is launching her book, Skin in the Game, to empower beauty professionals to reclaim their value and prioritize wellness over outdated industry standards. Through her book, McCrae provides beauty professionals with insights on how to combat the burnout, high demands, and undervaluation that have become all too common in the industry.

“Care used to be the foundation of the beauty industry, but that model is fading fast,” says McCrae. “It’s not just the clients who suffer from a lack of genuine care; it’s also the service providers who face increasing pressures for low pay and endure burnout at alarming rates.”

According to McCrae, the physical demands, emotional stress, and lack of growth opportunities are pushing many skilled beauty professionals to their limits. Skin in the Game aims to provide a fresh perspective on wellness and career longevity, offering an alternative path forward.

For McCrae, the journey to wellness and empowerment was personal. “This was my experience, and it was very disheartening,” she shares. “I started looking into how I could make this work for me, even though every existing model in the industry made me want to quit. So, I had to look within myself.”

As part of her personal transformation, McCrae quit smoking and drinking, invested in therapy, and took courses that, at first, yielded little progress. “There was no forward motion until I received an email inviting me to apply to the Master Key Experience for one dollar. I did, and it changed my life.”

Through the Master Key Experience, McCrae immersed herself in scientific principles of personal development, finding a renewed sense of self and confidence. “My power was restored, and I knew that, come what may, I could handle just about anything,” she reflects.

For McCrae, wellness has come to mean more than just physical health: “Wellness, defined as the practice of healthy habits to achieve better physical and mental health, means so much more to me. It’s about being sound, ten toes down, showing up for yourself fully every day, and moving through the world with a clear understanding of who and what you are.”

Skin in the Game means being fully invested in an undertaking, and McCrae believes that the best place to start is with oneself. As a multiple six-figure earner in network marketing, and independent business owner, McCrae now leads others on their journeys to wellness and wealth, proving that daily self-examination and a wellness-based lifestyle is essential to breaking the chains of mediocrity.

Skin in the Game is more than just a wellness guide; it is a call to action for beauty professionals to redefine success on their own terms, prioritizing health and personal growth over external standards. By equipping beauty professionals with tools to navigate a challenging landscape, McCrae hopes to inspire a new era of empowered, wellness-focused practitioners.

For more information on Skin in the Game or to schedule an interview with Lakia McCrae, please contact:

[The New York Times]
[John Doe]
[askthetimes@NYTimes.com]
[1(800) 698-4637]