Meet the Team

Meet Cheryl Whitman

Cheryl Whitman is founder and CEO

of Beautiful Forever, an industry pioneering consulting firm that helps physicians, investors, and entrepreneurs achieve unparalled profitable success in the medical spa business.

Cheryl Whitman is recognized internationally as a pioneer in spa business development consultancy. With more than 25 years experience in the beauty industry and as a past owner of a highly successful day spa, Cheryl is the quintessential expert for any organization or individual interested in launching or developing their medical spa business.  Her unparalleled record of successful partnerships helping physicians launch medical spas and her cutting edge thinking and expertise have made Cheryl a household name among those ramping up their medical spa businesses.

Cheryl is a founding and sustaining member of the International Medical Spa Association and an active member of the Day Spa Association and ISpa.  She has lent her beauty consulting expertise to myriad national and local television news and beauty programs as a beauty specialist, including well-received stints on the QVC shopping channel. Cheryl is the author of a do it yourself educational medical spa business development kit, the Medical Spa Success System, the only medical spa manual available through the American Society of Plastic Surgeons®  (ASPS®), and now featured in her second educational CD available by CareCredit.

Cheryl is also a certified Allergan “Botox® Cosmetic” consultant for medical practices and medical spas and is well known throughout the industry having authored numerous articles for major trade and consumer publications, including Plastic Surgery Products, Medical Spas, Medesthetics, Day Spa, Anti-Aging & Cosmetic Surgery, Spa Management, American Spa Magazines, Women’s Wear Daily and Bride’s, and a monthly column for Plastic Surgery News. Cheryl is a frequent guest lecturer at industry conferences worldwide, which has included the A4M American Academy of Anti-Aging Medicine, American Spa Expo, the Maui Plastic Surgery Workshop and Spa & Resort Expo & Conference.

Prior to founding Beautiful Forever, about 25 years ago, Cheryl was the President of both Face Fantasie (one of the first Day Spa in New Jersey) and Whitman Cosmetics. Cheryl is a trusted partner of physicians and chemists, creating winning skin formulas for private label distribution, designed specifically for her client’s spa demographic and customizing the treatment menus accordingly.  Well-respected in the industry, Cheryl has recently consulted for the Hoffman-LaRoche Pharmaceutical company.

In addition to her business-building skills, Cheryl is a Human Resources expert.  She firmly believes that a well-trained and professional staff is an integral part of the success of any business.  She actively recruits and trains personnel to assist in the operation of the many spas she consults to across the United States.  She has a special skill in creating employee incentive and retention programs.

As CEO of Beautiful Forever, Cheryl strives to provide her clients with the highest level of personal attention, and spearheads a successful team of medical spa business consultants who work together to create amazing strategies and actionable solutions to launch and reenergize medical spas coast to coast.  Cheryl has a BA Degree in Special Education from Brooklyn College.