Today we’d like to introduce you to Sandy Nguyen.
Hi Sandy, please kick things off for us with an introduction to yourself and your story.
My journey has been a series of high-level transformations, driven by a deep-seated desire for independence and a “dreamer” spirit that I’ve carried since I was young. Since first entering the beauty industry in 2015 and later being featured in several publications for my brand, High Maintenance, as a recognized lash artist and trainer, my path has been a masterclass in professional evolution. I launched High Maintenance in 2021, mastering high-end service and curating a signature vibe that stays above the rest and keeps my brand in a league of its own.
I created High Maintenance as a mission-driven movement to prove that beauty isn’t superficial—it’s revitalizing. Motherhood was the spark that turned my skills into a mission; it gave me the vision to build a brand for the woman who heals herself to be the light. This brand is my baby because it represents my ability to rise out of dark times through the power of self-preservation. It’s a lifestyle of healing that proves you must pour into yourself first before you can bleed goodness, gold, and abundance into the world around you.
I’ve realized that my greatest assets are my ability to influence through authentic storytelling and my eye for aesthetic branding. My portfolio reflects a high-profile clientele, including television personalities from major reality franchises, lead interior designers for world-renowned production estates, and digital creators with followings in the hundreds of thousands. I’ve collaborated with stylists for movie sets and partnered directly with celebrity entrepreneurs on global product launches. These experiences taught me how to navigate elite circles and build raw trust with an audience that demands excellence. My journey as a serial entrepreneur has cultivated the exact mindset needed to evolve High Maintenance into a global digital empire. I am currently in a focused incubation phase, curating the next era of my brand—an umbrella designed to house everything high-level, including “Becoming Her.”
I believe you deserve the luxuries of life because you’ve had the grit to maintain your own light through adversity. For me, self-care is a non-negotiable necessity; I can’t be the best mother or visionary if I don’t value my own well-being first. My philosophy is simple: when you look good, you feel good—and when you see a “baddie” in the reflection, you move with a level of worth that demands the high-end life you’ve always deserved. Being self-made, I’ve proven that I am a force worth investing in because I’ve built my own way out of bad situations with nothing but my own skills. High Maintenance is a household name in the making because it’s more than an aesthetic—it’s a purpose-driven lifestyle. I am living my truth with transparency, turning my resilience into a visionary impact that stays legendary.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It has been anything but a smooth road, but I’ve learned to keep my eyes on what matters. Motherhood was my biggest transformation, challenging me to maintain my high standards while pouring into my child. Every time I’ve had to step back, it was a move to make sure I last. Resilience isn’t just a word—it’s how I’ve survived and built everything I have. I’m not limited by my environment; my value is in my ability to strategize, brand, and out-think the competition.
Appreciate you sharing that. What else should we know about what you do?
What really set High Maintenance apart wasn’t just how well I did lashes; it was that I stopped trying to be everything to everyone. While other artists were offering every service under the sun, I chose one specific vibe, obsessed over it, and made it my signature. I realized early on that to stand out in a crowded market, you don’t need a huge menu—you just need to be the absolute best at solving one niche problem.
Beyond the technical side, my personality was the real engine of the business. This industry is just as much about the experience as it is the results, and I took pride in being able to read the room. Whether a client needed a sounding board, a motivator, or just some peace and quiet, I gave them exactly that.
That connection is how I built a client base full of influencers, high-profile personalities, and fellow entrepreneurs. I didn’t just provide a service; I matched their energy. I put my heart into the work and built a brand that felt as bold and ambitious as the women I was serving. At the end of the day, I just had to show up as my authentic self. That honesty was enough to get people who are usually the hardest to impress to trust me and vouch for me. I’ve always been a dreamer and a problem solver, and my willingness to just be real and fix things for people was what kept them coming back.
What were you like growing up?
Honestly, I’ve always been a dreamer. Growing up, I was obsessed with makeup and beauty—I remember just watching the older women in my family use their Chanel and Dior skincare and being so captivated by it. I spent so much time in my own head, just visualizing the woman I wanted to become.
I knew really early on that I wanted to be respected as a boss. I never just wanted a job; I wanted to be the one running the show and doing things my own way. Even back then, I was just being myself—a natural entrepreneur trying to figure out how to build a world where I’d never have to answer to anyone else.
Contact Info:
- Instagram: @thesandychanelle
