Founder + CEO, skinBe Med Spa | Founder, Functional by Be™ | Board Certified Functional Medicine Practitioner | Host, Hustle + Heart Podcast

Beth Donaldson is a Board Certified Functional Medicine Practitioner (BCFMP), aesthetic and wellness entrepreneur, nationally recognized business leader, real estate investor, and Founder + CEO of skinBe Med Spa. With more than 23 years of experience spanning wellness, medical aesthetics, anti-aging, client transformation, and performance driven health optimization, Beth has built her career around one core belief: feeling your best requires looking beyond the surface.

After over two decades working alongside clients in the aesthetics and wellness space, Beth saw the same pattern repeatedly. People were investing in their appearance, working harder on their health, and being told their numbers were “normal,” yet many still did not feel optimized. That realization ultimately became the foundation for Functional by Be™.

Beth completed an extensive Board Certified Functional Medicine Practitioner program focused on the interconnected systems that influence whole-body wellness, including functional nutrition, gut health, hormones, thyroid function, blood sugar regulation, sleep, stress, detoxification, mitochondrial health, clinical assessment, and health coaching. Her approach combines this functional medicine education with over two decades of real world wellness experience to help clients better understand their bodies, identify meaningful patterns, and build individualized strategies for long-term optimization.

Through Functional by Be™, Beth takes a data-informed, whole-person approach that considers nutrition, movement, sleep, stress, recovery, lifestyle, body composition, supplementation, health history, and available laboratory data together rather than viewing each in isolation. Clients receive an individualized Functional Wellness Optimization Plan and Roadmap designed to turn complex information into clear, actionable priorities and sustainable implementation.

Beth’s experience extends far beyond functional wellness. She founded skinBe Med Spa in 2017 and developed it into an award-winning aesthetics and wellness brand known for combining the art of aesthetics + science of wellness. Her leadership has included the development of advanced wellness programs, IV nutritional therapy, body optimization services, medical aesthetics, proprietary service protocols, skincare innovation, membership models, and the infrastructure for national brand expansion.

Before founding skinBe, Beth spent years as a national traveling executive consultant, launching new centers, transforming underperforming locations, training teams across markets, and driving record-setting performance. She generated nearly $9 million in revenue during her first full year in a national consulting role and went on to establish company sales records while helping develop high-performing teams and exceptional client experiences across the country.

Her work and leadership have earned national and regional recognition, including being named the #1 Inspiring Woman in Leadership to Watch Out For by CIO Women Magazine, a Top 5 Leader Crafting Business by Magnate View Magazine, and recognition for skinBe through St. Louis Magazine’s A-List Awards and multiple Best Med Spa honors. Beth has also been featured across national business, beauty, leadership, and entrepreneurship publications for her perspectives on company culture, client experience, leadership, wellness, aesthetics, and brand building.

Beyond the clinic, Beth is the host of the Hustle + Heart Podcast, where she explores the intersection of ambition, leadership, personal growth, wellness, discipline, and creating an intentional life. She is also a speaker, mentor, and thought leader passionate about challenging conventional thinking around what it means to age well and live well.

Functional by Be™ represents the evolution of that work.

For Beth, optimization is not about chasing perfection or treating one number in isolation. It is about understanding the bigger picture, asking better questions, connecting the dots, and creating a strategy that supports how someone wants to feel, function, perform, and age over time.

Her mission through Functional by Be™ is simple: give clients greater insight into their own wellness and a clear, individualized roadmap to help them become the most elevated version of themselves.

Clinical Lead + Functional Health RN, skinBe Med Spa

Alex Lugo, BSN, RN, is a Clinical Lead at skinBe Med Spa and a Functional Health RN with a lifelong passion for health, wellness, performance, and optimizing the human body.

Alex’s passion for health began as a Division II collegiate cross-country and track athlete, where she developed an early appreciation for the connection between training, nutrition, recovery, discipline, and performance. That foundation continued to shape the way she approached her own health long after her competitive running career ended.

After becoming a registered nurse, Alex began her clinical career in critical care before expanding into aesthetics and wellness. Across each stage of her career, her interest in health continued to evolve – from treating acute illness to understanding what can be done proactively to help individuals feel, function, and perform at their best.

That evolution led Alex to functional and integrative health. She believes that the prevention of chronic illness begins long before chronic illness occurs, and that the choices we make throughout our lives can meaningfully influence our health trajectory.

Her philosophy is rooted in the belief that genetics may influence our health, but they do not have to define our health destiny. Rather than waiting for a problem to arise, Alex is passionate about understanding the individual as a whole and identifying opportunities to optimize health through nutrition, movement, sleep, stress management, metabolic health, recovery, supplementation, and lifestyle.

Through Functional by Be™, Alex combines her clinical nursing background with her personal experience as an athlete and her passion for health optimization. She is particularly interested in metabolic health, longevity, body composition, performance, and the science behind helping individuals build a stronger foundation for long-term health.

Alex takes a curious, data-informed approach to wellness, asking better questions, looking for patterns, and helping clients better understand the factors that may influence how they feel and function.

Her mission is to help shift the conversation around health from reactive to proactive—empowering individuals to invest in their health before chronic illness occurs and to create a life that allows them to feel their best, perform at their best, and age well.