While growing up, she was always the “beauty friend,” the one doing others’ hair, makeup and loving anything skin-related.
Now Tarah Davis is more than the beauty friend, she’s a full-scale beauty professional and the owner of Midwest Esthetics & Co. on Nevada’s main street, north of Lincoln Highway.
“I’ve always had an entrepreneurial spirit,” she confided. “Even as a teenager, I loved beauty, skincare, and the idea of creating a space where people could unwind and feel cared for. Owning a spa was always a dream, but it became a real plan once I realized how deeply I loved esthetics and how needed these services were in my hometown.”
Tarah said starting Midwest Esthetics & Co. took a lot of courage, planning, and late nights.
“I designed everything myself — my brand, my room, my service menu — and poured my heart into creating a soft spa environment that feels safe and welcoming. My family, close friends, and my incredibly supportive clients helped me get here,” she said.
She officially opened her business at 1316 6th St., Suite 103, in Nevada in February 2025, and she’s loved every minute of being in her hometown, where she graduated from high school in 2013. “There’s something special about serving the town I grew up in and seeing familiar faces walk through my door,” she said. Her location is “convenient, easy to find, and feels like a calm escape right inside our own community.”
She worked in a few different areas before finding her true passion in esthetics, defined on Google as “primarily the care and improvement of the skin’s health and appearance through specialized treatments.”
Tarah became a licensed esthetician and continued to grow her skillset. “I completed my esthetics training at PCI Academy in Ames, and have continued ongoing professional education with advanced skincare certifications, chemical peel training, and brand-specific education with Skin Script.”
The education and preparation led to her ability to open a salon where she offers many services, including: custom facials; acne, anti-aging, brightening, and sensitive-skin treatments; chemical peels; microderm abrasion; lash lifts and tints; full-body waxing (including Brazilians); full face waxing; high-frequency, ultrasonic, enzymes, and specialty add-ons; teen facials, seasonal mini facials; spray tanning; VIP & Me mini facials for parents and kids; spray tanning, and professional makeup. Tarah is the sole professional offering the services at her salon.
“My most popular services are my facial treatments, chemical peels, waxing, and lash lift and tints, and spray tans,” she said.
The services most people don’t realize they’d love until they try them, she said, would be chemical peels and enzyme facials. “People often think they’re intense, but they are incredibly gentle, corrective, and give beautiful results.”
Lash lifts are another surprise favorite, she added. “The ‘I can’t believe that’s my real lash’ moment is the best!”
Services at the salon are open to all ages and both men and women. “I see teens, adults, mature skin, and even offer the special parent-child facial appointments.” For men, she said, “men love my waxing, back facials, custom facials, and skincare plans. I see more men at the salon than people might expect.”
Those wanting appointments are encouraged to call one to three weeks in advance, depending on the service and the time of year. “Holidays book quickly,” Tarah advised.
Tarah noted that one thing she’s learned over time is just how powerful confidence is, and how amazing it feels to help someone love their skin. “Esthetics allows me to combine creativity, science, and genuine connection with people.” This is what she loves most about running her salon. “Helping people feel confident, cared for, and comfortable means everything to me. I love creating a peaceful environment where clients can truly relax.”
Being able to do that in Nevada, Iowa, is an added bonus. “Serving the community that raised me is incredibly meaningful. I love seeing familiar faces, being part of local events, and contributing to the small-town charm that makes Nevada so special.”
In her free time, Tarah spends as much time as possible with her two daughters, Gia and KK, and said she enjoys mom/kid dates with her friends, fashion, planning home décor, and doing anything outside. “My girls and my home life are huge parts of who I am.” Her daughters, she added, are her “pride and joy … and a huge part of my ‘why’ as they inspire me in everything I do.”
No story about Tarah would be complete without noting how grateful she is for the support of the Nevada community. She mentioned it several times while answering questions. “My brick-and-mortar was built with intention, heart, and a deep love for curating a space where my clients can unwind, indulge and leave feeling confident and cared for. The community truly showed up for me, and I’m endlessly grateful.”
To find out more about Midwest Esthetics & Co., visit the following links:
💻Booking Link: midwestiesti.square.site
📱 Instagram: @midwestie.esti
📘 Facebook: Midwest Esthetics & Co.
–Written by Marlys Barker, City of Nevada