The St. Louis American Reader’s Choice Awards continues to gain momentum, with more than 700 nominations submitted as community members rally behind their favorite local businesses.
Among those making a strong showing is iStyleustare, owned by Courtnie Gordon, who is among the leaders in the Best Lash Technician category with more than 30 nominations. Gordon, a 10-year industry veteran, said her business is rooted in enhancing both beauty and confidence through personalized service.
“My business is centered around enhancing beauty and confidence through a personalized and high-quality service,” Gordon said. “I specialize in eyelash extensions, customizing lash looks to fit each of my clients’ personality and unique features. My goal is to provide a top-tier experience that feels elevated every time.”
Gordon said her connection to the community plays a major role in her work, describing the beauty industry as a space where empowerment flows both ways, between clients and service providers.
“This community means everything to me and my business,” she said. “It’s fulfilling to offer a service that empowers a community that I am also a part of. In the beauty industry, empowerment is constantly exchanged — we pour into each other, and that’s what I love the most.”
She added that her passion for artistry and relationship-building is what led her to pursue a career in the field.
“I chose this path because I have a genuine passion for it,” Gordon said. “I love the artistry and connections that I get to build with clients. This line of work allows me to combine my passion with a purpose, and that’s what continues to drive me every day.”
Other nominees also continue to see strong support, including Skin Pretty Esthetics, led by Shelby Anderson, which is topping the Best Esthetician category with more than 60 nominations, and APA Brentwood, leading Best Nonprofit Organization with more than 40. Formation Salon and Spa and Tea ParTea are also leading their respective categories, while Ponce Health Sciences University, Reed Realtors and The Jade Event Center continue to gain traction.
The nomination period runs through March 31, with top nominees advancing to a public voting round. Winners will be announced during a virtual celebration planned for June 11, as organizers aim to highlight the diverse businesses and entrepreneurs that make the St. Louis region unique.