Michelle Carter

Michelle Carter, Owner of Sincerely Skin

Owner of Sincerely, Skin (formerly Willow Esthetics Boutique)

Professional Esthetician - BSS, BSW - Certificate in Management Development

Michelle’s passion lies in helping people stay true to themselves and become the best version of who they are. She believes that when individuals feel supported, valued, and empowered, they’re able to reach their full potential - a philosophy that guides both her leadership style and the experience she’s created at Sincerely, Skin.

As a founder and mentor, Michelle is deeply committed to cultivating a supportive, heart-led workplace. She prioritizes the wellbeing of her team, ensuring they feel appreciated and cared for, knowing that this foundation allows them to extend that same warmth, presence, and exceptional care to every guest.

Michelle’s professional journey began in social work, first in Cape Breton and later in Vancouver, where she discovered her love for uplifting others through education, compassion, and positive transformation. While living in Vancouver, she followed a growing passion for the beauty and wellness industry and earned her diploma in esthetics.

After returning to Nova Scotia over 25 years ago, Michelle spent a decade as Director of Spa Operations at a leading Halifax spa, gaining invaluable experience in leadership, operations, and guest care. In 2010, she took a leap of faith and opened Willow Esthetics Boutique - now known as Sincerely, Skin.

Since then, Michelle has been a passionate advocate for the transformative power of self-care. She believes self-care isn’t indulgent or optional, but an essential part of overall wellbeing and confidence.

A proud Cape Bretoner and devoted mom to her son Brett, Michelle brings authenticity, joy, and a sense of fun into everything she does. Thoughtful, genuine, and deeply grounded, she continues to inspire her team and guests every day through connection, care, and purpose.