For Amber Clemons, founder of West Coast Beauty Co., beauty has never been just about aesthetics. It’s about connection, care, and creating light, especially during life’s hardest moments. With nearly two decades in the beauty industry, Amber’s work is deeply intertwined with the Benicia community she calls home, a place that has shaped both her career and her purpose.
“Benicia has truly been the foundation of my journey,” she shares. “I was born and raised here, and my family’s roots run deep in this community, so the support has always felt incredibly personal.” That sense of belonging has been present from the very beginning. “From my very first clients to the relationships I’ve built with local businesses, schools, and families, Benicia has shown up for me in a way that goes beyond business—it’s been about trust, loyalty, and genuine connection.”
That unwavering support gave Amber the confidence to grow and evolve. “The community has embraced every chapter, whether it was supporting pop-ups, referring friends and family, or encouraging me to expand my services and take the brand on the road.” Today, she describes Benicia as “my testing ground, my cheer squad, and my home base.”
Inside West Coast Beauty Co., that same sense of care is present in every moment. “I want every person who walks into West Coast Beauty Co. to feel seen, comfortable, and genuinely cared for,” Amber says. “I’ve built the space around connection, not pressure.” Her approach centers on listening, education, and inclusivity. “At the end of the day, it’s about more than the service itself. It’s about creating a space where people feel empowered, supported, and proud to support a local business that truly values them.”
That philosophy reflects her belief in the power of small businesses. “Small businesses are personal in a way larger chains just can’t replicate,” she explains. “We know our customers by name, we celebrate their milestones, and we show up for school events, fundraisers, and local causes.” To Amber, supporting local is about relationships, not transactions. “When you support a small business here, you’re supporting a neighbor, a family, and the heartbeat of the community.”
Her commitment to collaboration extends beyond her studio through mentoring and consulting other beauty professionals. “I truly believe there’s room for all of us to succeed, and collaboration will always be more powerful than competition,” she says. “I don’t win unless the other people around me are winning too.” That mindset has become a cornerstone of her consulting work, which she describes as “about confidence, support, and sharing the lessons I’ve learned so others don’t have to navigate everything alone.”
Amber’s recent rebrand reflects both professional and personal growth. “The rebrand was inspired by growth—both personally and professionally,” she explains. “West Coast Beauty Co. represents confidence, refinement, and experience, while still staying grounded and approachable.” For her clients, it’s an evolution, not a departure. “It’s a familiar place they trust, just elevated—more intentional, more aligned, and more expansive.”
That grounding became especially important as Amber and her family navigated one of the most challenging chapters of their lives. “Our family’s journey with epilepsy completely reshaped my perspective and my purpose,” she shares. When her youngest son, Clayton, was diagnosed, advocacy became unavoidable. “As his mom, I had to learn quickly, ask hard questions, and push for answers.” The experience revealed how isolating epilepsy can be. “Education saves lives. Awareness creates safety. And community support gives families strength.”
Epilepsy Foundation of Northern California
Today, Amber channels that experience into action. “I’ve spent time in local schools teaching seizure safety and epilepsy awareness,” she says, and has worked with both the Epilepsy Foundation of Northern California and the Epilepsy Foundation. Her motivation is simple yet powerful: “If sharing our story helps even one family feel less alone or helps a community better understand seizure disorders, then it’s worth it.”
At its core, West Coast Beauty Co. is also about restoring confidence.
“For me, confidence is about so much more than appearance—it’s about how people feel when they walk back into their lives,” Amber explains. “When someone feels good about themselves, they show up differently—for their families, their jobs, and their community.”
That belief is rooted in family values passed down through generations. “My family is the foundation of everything I do,” she says, citing her grandfather’s deep commitment to public service in Benicia and her father’s dedication to the city. Her husband, Nathan, has been a constant source of encouragement. “He believed in me before I fully believed in myself, and that kind of support changes everything.”
Amber continues to show up locally through collaborations, community events, and service. “There’s a strong sense of camaraderie here—we celebrate each other’s wins, show up during challenges, and understand that when one local business thrives, it strengthens the entire community.” Moments of pride often come from everyday interactions. “Being trusted during such personal experiences is something I never take lightly.”
Looking ahead, Amber remains hopeful and grounded. “My heart remains firmly rooted in Benicia,” she says. “My hope is for West Coast Beauty Co. to continue growing into a trusted, go-to destination for all things beauty within our community—while staying grounded in the values of connection, care, and service that built it from the beginning.”
In a world that often feels heavy, Amber Clemons is committed to creating personal and communal spaces where people can feel supported, celebrated, and a little more joyful.
For our full interview with Amber Clemons, visit our Patreon page where we’ve shared her answers in full with both paid and unpaid subscribers.
