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Istenno Beauty LLC Opens in Downtown Delafield on Monday Waukesha Co. Business News

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DELAFIELD – Beauty and sports supplement retailer Istenno Beauty LLC opens Monday in downtown Delafield. The word “Histenno” means goddess in Hungarian, and the shop’s sole proprietor, Victoria Ruiz, 28, encourages women to embrace their inner goddess.

“I believe every woman should feel like a goddess, and we can always elevate that.

The shop has beauty services in half the building, including eyelash extensions, eyelash lifts and tints, eyebrow threading and tinting, makeup and spray tanning. The other half will be Reloaded Supplements, Istenno Beauty’s retailer of sports supplements, gym apparel and accessories, with a grand opening on September 16th.

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Ruiz and her husband have been passionate about supplements, weightlifting and fitness in general for most of their lives. The two decided to put together several products they love and have used over the years to add to their business.

years of journey

Born in Wisconsin Dells, Lewis said she grew up with an entrepreneurial spirit and beauty in her lineage.

“I was probably four or five years old when I was tweezing Nana’s eyebrows,” Lewis said. It doesn’t matter how it looks, because it can always be improved in some way.”

Before Lewis graduated from high school, she was already traveling and doing makeup for entertainers.

Ruiz has been working and freelancing at Istenno Beauty since 2011. She attended cosmetology school at the Panache Academy of Beauty in Wisconsin Her Dells in 2019, where she took courses in eyelash extensions, threading, and spray tanning, as well as received her eyelash certification. Around that time, she started working as a full-time freelancer.

“As a single mom in school, I was rampaging on the couch in my condo,” Lewis said. “It was crazy. I didn’t realize I needed to eat and sleep as well as do other things. But I had to start somewhere.”

In December 2021, Lewis moved to Milwaukee and rented a room in a nail salon to conduct his business when the Wisconsin Dell environment wasn’t going well. The Dells are primarily a summer destination, and no one wants beauty services at the park in winter or hot summer waters, Ruiz said. “It wasn’t ideal.”

But when Lewis and her family, including her husband and daughter, moved to Milwaukee, the COVID-19 pandemic hit with protests, riots, and an increase in crime.

“I needed to get my family out of there ASAP,” said Lewis.

That’s when she met Delafield in October 2021. At the time, Lewis didn’t even know it existed. “It was like a little hidden gem, like a little piece of heaven,” Lewis said.

Ruiz rented out the shop at 715 Oneida Street in June or July 2022.

Ruiz currently runs the business all by herself along with a beauty services application, but hopes to expand later.

She hopes to reach a clientele of stay-at-home moms, business women, students and a few people at the local gym.

Beauty services are available Tuesday and Wednesday from 8am to 1pm, Friday and Saturday from 8am to 10pm and 4:30pm to 9pm, and Sunday from 3pm to 5pm. Available. Customers can book online through her site at