From Side Hustle to CEO: How Michelle Peth Built a Beauty Brand Rooted in Purpose

On this powerful episode of the BFF Empowerment Podcast, I had the pleasure of sitting down with Michelle Peth, founder of Beettan, to talk about entrepreneurship, clean beauty, and how one woman’s love for her sister turned into a thriving national business.

What started as a solution for a personal problem became a movement empowering hundreds of women to build businesses of their own.

Let’s dive in.

A Business Born From Love

Michelle’s journey into spray tanning wasn’t about trends or profit margins—it was about protection.

At just 19 years old, she watched her redheaded sister experience multiple skin cancer scares—nearly 20 in total. Some were pre-cancerous, some basal cell, and the emotional toll of procedures and scarring was heavy, especially for a teenager.

That’s when Michelle decided to find a safer alternative to sun exposure.

She began experimenting with spray tanning as a way to:

• Camouflage scarring
• Provide a sunless glow
• Help her sister feel confident in her own skin

Over time, she became frustrated with existing products—orange tones, staining bronzers, chemical smells, and messy results. So 11 years ago, she invested her own money and created something better.

Beettan was born.

Clean Before Clean Was Cool

Long before “clean beauty” became a marketing buzzword, Michelle was formulating products that were:

• Paraben-free
• Sulfate-free
• Small-batch
• Derived from sugar beets (not harsh additives)

Her formula reacts with the skin’s natural amino acids, enhancing your existing tone rather than masking it with artificial bronzers. No orange. No green staining. No ruined white sheets.

The result? A glow that works for all skin tones.

And that inclusivity matters.

Michelle emphasized that Beettan serves women and men of all ethnicities, skin conditions, and ages. From clients with vitiligo, eczema, and psoriasis to women in their 70s wanting to protect aging skin from further sun damage—the product was created to be safe and gentle.

It’s not about changing your skin tone.
It’s about enhancing it.

More Than Beauty—It’s Confidence

One of the most powerful moments in our conversation was when Michelle described her favorite answer to the question:

“Why are you getting sprayed today?”

Her favorite response?
“I just had a bad week.”

That’s how she knows it’s about more than aesthetics. It’s about self-care.

Spray tanning has become:

• A quick 10-minute confidence boost
• An affordable alternative to other beauty services
• A way for women to feel put together without hours at the salon

According to Michelle, spring season is booming—weddings, proms, vacations—but year-round, women ages 35–70 make up a strong client base, choosing sunless tanning as a healthier lifestyle choice.

Turning a Skill Into a Business

Here’s where things get really empowering.

After perfecting her product, Michelle had a friend ask to learn her technique. That one training turned into hundreds. Today, Beettan has trained over 600 women to start their own spray tan businesses.

And she didn’t stop at teaching the skill.

For under $3,000, aspiring entrepreneurs receive:

• Spray tan equipment
• A professional tent
• Retail starter products
• A booking system
• A website
• Google Business setup
• Marketing materials
• Coaching calls
• Ongoing weekly live support

It’s literally a “business in a box.”

No hidden fees. No percentage taken. No franchise model.

Just education, community, and support.

Michelle is personally involved in opportunity calls and coaching sessions. She still sprays clients herself in her Savannah storefront. She’s not a CEO who stepped away from the work—she’s still in it.

That authenticity makes all the difference.

Building Community, Not Just Revenue

During COVID, when many businesses struggled, Michelle pivoted. She built an 8-hour digital training platform and expanded nationally.

Today, Beettan hosts:

• Weekly live Q&A sessions
• Facebook support groups
• Coaching calls
• Annual “Beat Retreat” business intensives
• Digital audits and marketing workshops

It’s not just about selling a product. It’s about building women up.

Michelle describes her spray tan partners as extensions of herself. As a former single mom who built her business from a tent and a spray gun, she keeps pricing accessible because she remembers what it felt like to need an opportunity.

That’s empowerment in action.

Celebrity Clients & Big Dreams

From spraying Zac Efron and Channing Tatum to working with film crews in Savannah, Michelle’s journey has taken her places she never imagined.

But what she values most isn’t the celebrity moments—it’s the women who build confidence, financial freedom, and independence through the business model she created.

Because at its core, Beat Tan isn’t about tanning.

It’s about:

• Purpose
• Pride
• Community
• Confidence
• Opportunity

Final Thoughts

Michelle’s story is a reminder that purpose-driven businesses are the most powerful ones.

When you solve a real problem…
When you lead with love…
When you build community instead of competition…

Success follows.

Whether you’re interested in clean beauty, entrepreneurship, or simply finding new ways to feel confident in your skin, this episode is packed with insight and inspiration.

And as always, here at BFF Empowerment, we celebrate women who rise—and bring others with them.

✨ Until next time, stay empowered.